1. SWOT ANALYSIS OF RETAIL
Anchal Singla 0161MBA125
Anunay Sinha 0161MBA132
Radhika Gupta 0161MBA164
Utkarsh Vashist 0161MBA180
Retail involves the process of selling consumer goods or
services to customers through multiple channels of distribution
to earn a profit.
The Indian retail industry has emerged as one of the most dynamic
and fast-paced industries due to the entry of several new players.
It accounts for over 10 per cent of the country’s Gross Domestic
Product (GDP) and around 8 per cent of the employment.
India is the world’s fifth-largest global destination in the retail space.
India’s retail market is expected to nearly double to US$ 1 trillion by
2020 from US$ 600 billion in 2015.
India’s Business to Business (B2B) e-commerce market is expected
to reach US$ 700 billion by 2020 whereas the Business to Consumer
(B2C) e-commerce market is expected to reach US$ 102 billion by
With the rising need for consumer goods in different sectors
including consumer electronics and home appliances, many
companies have invested in the Indian retail space in the past few
4. SWOT ANALYSIS:
A. PURCHASING POWER:
An increasing number of Indian consumers are ascending the economic
pyramid to form an emerging middle class.
In 2010, there were about 470 million people in the emerging middle class.
As per PwC estimate, this segment will grow to 570 million by 2021.
B. POPULATION DEMOGRAPHICS:
India’s working population is expected to be 117 million over the next
decade as compared to China’s four million.
In the following decade, from 2020, the former will add 98 million to its
workforce, while China will contract 51 million.
5. C. LOW RETAIL PENETRATION:
The penetration of organized retail in India is still very low
at 6 to 8%, especially when compared to developed
nations such as the US and the UK which have retail
penetration of 85% and 80%,respectively.
D. ASPIRING MIDDLE CLASS:
With a population of 100 million, the tier II and III cities in
India are larger than countries such as Germany and the
UK. Besides, the untapped rural population holds immense
potential for retailers. It is estimated that by 2021,
approximately 67% of Indians will still live in rural areas.
6. 2. WEAKNESS
A. POLITICAL UNCERTAINTY AND REGULATORY REQUIREMENTS:
The announcement of FDI in retail has open the political pot. The
Government faces stiff opposition with its allies threatening to
withdraw support. In case, this policy is finally implemented, there is
another important aspect for the companies to overcome.
The way the policy is currently drafted, a retailer can set-up stores
only in those states which have agreed or will agree in the future to
allow FDI in multi-brand retail.
B. POOR INFRASTRUCTURE AND SUPPLY CHAIN MANAGEMENT
Infrastructure will play an important role in deciding how this sector
will evolve and retailers will manage the supply chain.
Due to poor infrastructure, multiplicity of taxes, high cost of fuel,
dependence largely on the road transportation, etc., logistics still
remains a high percentage of the cost of a product, in certain cases
going beyond 15 to 20%.
7. C. LESS CONVERSION LEVEL:
Despite high footfalls, the conversion ratio has been very
low in the retail outlets in a mall as compared to the
standalone counter parts.
It is seen that actual conversions of footfall into sales for a
mall outlet is approximately 20-25%. On the other hand, a
high street store of retail chain has an average conversion
of about 50-60%. As a result, a stand-alone store has a
ROI (return on investment) of 25-30%; in contrast the
retail majors are experiencing a ROI of 8-10%.
8. 3. OPPORTUNITY:
Retailers in India have been experimenting to arrive at a successful
formula, but there is no ‘one size fits all’ strategy. The market is still
undergoing a lot of changes, both from the regulatory as well as
A. DIGITAL STRATEGY:
Going digital is not only about e-commerce but the way interaction with
employee and customer engagement and investment in technology.
Customers are demanding an improved experience in terms of how to
search, browse products and conduct transactions online.
Organizations need to engage with customers differently, in terms of
using a range of channels.
Social media is also becoming a popular tool for consumers to educate
about products and compare brands.
For retail companies it is important to define how social media can
support sales activities throughout the various channels, especially e-
commerce. Social media analytics is the focus area for retailers.
9. B. RURAL RETAILING:
India’s huge rural population has caught the eye of the retailers
looking for new areas of growth.
ITC launched India’s first rural mall “Chaupal Saga” offering a
diverse range of products from FMCG to electronic goods to
automobiles, attempting to provide farmers a one-stop destination
for all their needs.”
The Godrej group has launched the concept of ‘agri-stores’ named
“Adhaar” which offers agricultural products such as fertilizers &
C. CUSTOMER-CENTRIC APPROACH
D. CHANGING THE REGULATORY SCENARIO
Recently, the Indian Government made the following two significant
announcements that will go a long way in developing the Indian retail
a. Permitting foreign investment in multi-brand retail trading.
b. Simplifying the rules for single brand retail trading to make it
10. 4. THREAT:
A. AVAILABILITY OF LAND AND REAL-ESTATE:
Retail space and rentals are key considerations in multi-brand retail and
getting a feasible rate in the desired location is important. There retailers
who have exited cities because of the high rentals that put more pressure
B. HUMAN CAPITAL:
With attrition still very high in the industry, human capital management
continues to remain one of the top three agenda points for the retailer.
The attrition in the industry can be anywhere between 20 and 25% in
non-food and grocery business to as high as 60% in the food and
C. SHOPPING CULTURE:
Shopping culture has not developed in India as yet. Even now
malls are just a place to hang around with family and friends
and largely confined to window-shopping