Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 11 pages
Data source: Published sources
Topics:
Retail strategy; Private label strategy; Vendor management; Merchandise management; Supply chain management; Store layout and interiors; Retail marketing mix; Positioning; Pricing; Branding; Visual merchandising; In store sales promotion; Customer Relationship Management (CRM); Westside; Tata
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Abstract
In 2004, the Indian retail market was at 8,000 billion rupees, with the organised sector accounting for a measly 2%. The case examines the foray of Tata, one of the largest business houses in India, into organised retailing with Westside, a chain of department stores. The case highlights the key decision variables and the winning elements in Westside?s business model, from a private labelling strategy to its merchandise management, and its customer centric approach. It also details Westside?s style of functioning in terms of: (1) operations; (2) marketing; (3) customer relationship management; (4) customer services; and (5) human resource management, the chain?s emphasis on pricing, merchandise mix, store interiors and training their employees. It reflects on how Westside identified and implemented a retail model and the success that followed.
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Abstract
In 2004, the Indian retail market was at 8,000 billion rupees, with the organised sector accounting for a measly 2%. The case examines the foray of Tata, one of the largest business houses in India, into organised retailing with Westside, a chain of department stores. The case highlights the key decision variables and the winning elements in Westside?s business model, from a private labelling strategy to its merchandise management, and its customer centric approach. It also details Westside?s style of functioning in terms of: (1) operations; (2) marketing; (3) customer relationship management; (4) customer services; and (5) human resource management, the chain?s emphasis on pricing, merchandise mix, store interiors and training their employees. It reflects on how Westside identified and implemented a retail model and the success that followed.