Harvard Case - Basmati House Supermart: Co-Operative Competition with an E-Retail Channel
"Basmati House Supermart: Co-Operative Competition with an E-Retail Channel" Harvard business case study is written by Jaydeep Mukherjee. It deals with the challenges in the field of Marketing. The case study is 12 page(s) long and it was first published on : Apr 24, 2020
At Fern Fort University, we recommend that Basmati House Supermart (BHS) embrace a multi-pronged strategy to leverage its existing strengths and capitalize on the emerging e-retail landscape. This strategy involves a combination of co-operative competition with other local stores, strategic expansion into e-commerce, and focused brand positioning to cater to the evolving needs of its target market.
2. Background
Basmati House Supermart is a family-owned grocery store in a small town in India. The store has a loyal customer base and is known for its high-quality products and personalized service. However, BHS faces increasing competition from larger supermarkets and e-commerce giants like Amazon and Flipkart. The case study highlights the dilemma of BHS's owner, Mr. Singh, who needs to find a way to stay competitive in the changing retail landscape.
The main protagonists are Mr. Singh, the owner of BHS, and his son, Raj, who is more familiar with the digital world and sees the potential of e-commerce. The case study explores the tension between traditional business practices and the need to adapt to new technologies.
3. Analysis of the Case Study
The case study presents several key challenges for BHS:
- Competitive Pressure: The rise of large supermarkets and e-commerce giants presents a significant threat to BHS's market share.
- Changing Consumer Behavior: Customers are increasingly opting for convenience and online shopping, demanding a shift in BHS's business model.
- Limited Resources: BHS has limited resources to invest in technology and marketing, making it difficult to compete with larger players.
To analyze the situation, we can use the following frameworks:
SWOT Analysis:
- Strengths: Strong customer relationships, high-quality products, personalized service, local knowledge, strong brand reputation.
- Weaknesses: Limited resources, lack of online presence, outdated technology, limited marketing budget, lack of expertise in e-commerce.
- Opportunities: Growing demand for online grocery shopping, potential for partnerships with other local stores, leveraging social media for marketing, expanding product offerings.
- Threats: Competition from large supermarkets and e-commerce giants, changing consumer preferences, technological advancements, economic fluctuations.
PESTEL Analysis:
- Political: Government policies on e-commerce and retail, regulations on food safety and distribution.
- Economic: Economic growth, consumer spending patterns, inflation, currency fluctuations.
- Social: Changing demographics, growing urbanization, increasing demand for convenience, health consciousness.
- Technological: Advancements in e-commerce platforms, mobile payment systems, delivery logistics, data analytics.
- Environmental: Sustainability concerns, packaging waste, food sourcing practices.
- Legal: Consumer protection laws, data privacy regulations, labor laws.
Competitive Analysis:
- Direct Competitors: Local supermarkets, smaller grocery stores.
- Indirect Competitors: E-commerce giants like Amazon and Flipkart, online grocery delivery services.
- Competitive Advantages: BHS can leverage its local knowledge, personalized service, and high-quality products to differentiate itself from larger competitors.
Market Segmentation:
- Target Market: BHS can target different segments of the market, including:
- Loyal Customers: Existing customers who value personalized service and high-quality products.
- Convenience Seekers: Customers who prefer online shopping and fast delivery.
- Health-Conscious Consumers: Customers who prioritize organic and locally sourced products.
4. Recommendations
Based on the SWOT, PESTEL, and competitive analyses, we recommend the following actions for BHS:
1. Co-operative Competition:
- Form a consortium: BHS should partner with other local stores to create a collective buying power and negotiate better prices from suppliers.
- Joint marketing initiatives: Collaborate on joint advertising campaigns, promotions, and loyalty programs to attract a wider customer base.
- Shared delivery services: Pool resources to offer efficient and cost-effective delivery services, especially for online orders.
2. Strategic Expansion into E-commerce:
- Develop an online store: Create a user-friendly e-commerce platform with a wide selection of products, secure payment options, and convenient delivery options.
- Leverage social media: Utilize social media platforms like Facebook, Instagram, and WhatsApp to engage with customers, promote products, and build brand awareness.
- Offer personalized services: Integrate online ordering with existing customer data to provide personalized recommendations and promotions.
3. Focused Brand Positioning:
- Emphasize local sourcing and freshness: Promote BHS's commitment to sourcing high-quality, locally produced products.
- Highlight personalized service: Showcase BHS's dedication to providing personalized customer service and building strong relationships.
- Leverage community engagement: Participate in local events, sponsor community initiatives, and engage with local influencers to build brand loyalty.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations leverage BHS's existing strengths in customer service, product quality, and local knowledge while adapting to the changing market landscape.
- External customers and internal clients: The recommendations address the needs of both existing customers and potential new customers, while also considering the interests of Mr. Singh and his son, Raj.
- Competitors: The recommendations aim to differentiate BHS from its competitors by emphasizing its unique strengths and leveraging its local market presence.
- Attractiveness ' quantitative measures: While specific financial projections are not provided in the case study, the recommendations are expected to increase revenue and profitability by attracting new customers, improving operational efficiency, and enhancing brand loyalty.
- Assumptions: The recommendations assume that BHS has the resources and willingness to invest in technology, marketing, and partnership opportunities.
6. Conclusion
By embracing a multi-pronged strategy that combines co-operative competition, strategic expansion into e-commerce, and focused brand positioning, Basmati House Supermart can successfully navigate the changing retail landscape and remain a thriving business in its local community.
7. Discussion
Other Alternatives:
- Merging with a larger supermarket chain: This option would provide access to resources and economies of scale but might compromise BHS's brand identity and local focus.
- Focusing solely on traditional retail: This option would limit BHS's growth potential and expose it to increasing competition from online players.
Risks and Key Assumptions:
- Investment costs: Implementing the recommendations requires significant investment in technology, marketing, and partnerships.
- Competition: The recommendations assume that BHS can effectively compete with larger players by leveraging its unique strengths and local market presence.
- Consumer adoption: The success of the e-commerce strategy depends on consumer adoption of online grocery shopping.
Options Grid:
| Option | Advantages | Disadvantages | Risk |
|---|---|---|---|
| Co-operative Competition | Increased buying power, shared resources, joint marketing | Potential for conflicts, coordination challenges | Limited reach, dependence on partners |
| Strategic Expansion into E-commerce | Expanded reach, increased convenience for customers, new revenue streams | Investment costs, technical expertise required, competition from established players | Consumer adoption, technology challenges |
| Focused Brand Positioning | Differentiation from competitors, enhanced brand loyalty | Requires consistent messaging and execution | Competition from other brands, changing consumer preferences |
8. Next Steps
- Form a task force: Establish a team to develop and implement the recommendations.
- Conduct market research: Gather data on customer preferences, competitor activities, and emerging trends in the retail sector.
- Develop a detailed business plan: Outline specific goals, strategies, and timelines for each recommendation.
- Secure funding: Identify sources of funding for technology upgrades, marketing initiatives, and partnership opportunities.
- Launch pilot programs: Test the e-commerce platform and marketing campaigns in a controlled environment before full-scale implementation.
- Monitor progress: Track key performance indicators to measure the effectiveness of the recommendations and make adjustments as needed.
By taking these steps, BHS can successfully navigate the changing retail landscape and ensure its long-term success.
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Case Description
In July 2019, the owner of Basmati House Supermart (BHS), a grocery store, entered into a six-month agreement to become a partner outlet of a large online grocery retailer in India. During the first two months, BHS acquired many new customers and also increased its customers' monthly purchase. However, the steep discounts and promotions used to attract customers to the business drove down the margins, while the customer churn rate increased. The store owner was particularly concerned about the continued use of discounts to attract new consumers, which could potentially transform his own loyal customer base into deal-seeking, less loyal, and online-promotion-driven buyers, thereby leaving BHS terminally dependent on the large online retailer to maintain its sales. The owner wondered whether he should renew his contract with the online retailer in January 2020, and if he did not, what his best course of action would be.
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