A FIELD REPORT ON

“STUDY OF ORGANISATIONAL STRUCTURE OF HYPER MARKET,

SUPER MARKET & SPECIALISED STORE”

SUBMITTED
TO

PUNE UNIVERSITY

IN PARTIAL FUFILLMENT OF 2 YEARS FULLTIME

COURSE -MMM

(2009-2011)

UNDER THE GUIDANCE OF

PROF. Mrs. MADHURI SHETE

SUBMITTED

BY

AASHAY GADGE

MMM 2ND SEMESTER

MATRIX BUSINESS SCHOOL

AMBEGAON(Bk), PUNE-411041
 Declaration:-
I, Aashay Gadge, student of MMM 2nd Semester of Matrix
Business School, Pune, hereby declare that the project
report entitled “STUDY OF ORGANISATIONAL STRUCTURE OF HYPER
MARKET, SUPER MARKET & SPECIALISED STORE” is submitted by me
in the line of partial fulfillment of the course objectives for
the MMM. Whatever data collected by me is my original
work.

Date: (………………………)

Place: Pune AASHAY

GADGE
 ACKNOWLEDGEMENT
It is indeed a moment of great pleasure to express my
sense of profound gratitude & indebtedness to all the
people who have been instrumental in making this field
report a rich experience.

I got the opportunity to do a challenging field report in

“STUDY OF ORGANISATIONAL STRUCTURE OF HYPER MARKET, SUPER
MARKET & SPECIALISED STORE”. It is a great pleasure for me to
put on records my appreciation

And gratitude towards PROF.Mrs. MADHURI SHETE

(Project guide) for his valuable support and suggestions

for the improvement of this field report.
 CERTIFICATE
This is to certify that AASHAY GADGE, student of M.M.M. Second
Semester, has submitted the Field Work Report entitled “STUDY
OF ORGANISATIONAL STRUCTURE OF HYPER MARKET, SUPER
MARKET & SPECIALISED STORE” in the line of partial fulfillment of
the course objectives for the MMM ( University of Pune ), under
my guidance.

I wish him all the best for his future endeavor.

Date:

Director Project
Guide

Dr. J N POL Mrs.

MADHURI SHETE
 CONTENTS
Chapter 1 Executive Summary

Chapter 2 Introduction to Company Profiles

Chapter 3 Organizational Structures

Chapter 4 Research Methodology

Chapter 5 Data Analysis and Interpretation

Chapter 6 Bibliography
Chapter 1:-
EXECUTIVE SUMMARY

‘An organization is the rational co-ordination of the activities of a

number of people for the achievement of some common explicit
purpose or goal, through the division of labour and a hierarchy of
authority.’
----Edgar Schein
Functional grouping
This was a very common organizational structure, widely used by
British companies up to the 1960s. In recent years it has largely
been replaced by divisional grouping based on product or service
(as described below). This is where the activities in an
organization are grouped into departments based on similar skills,
expertise and resource used. The functional departments most
commonly found in modern organizations include:
• Marketing
• Human Resource Management
• Finance
• Operations
• Research and Development
• Administration.

Functional activities of organizations

Functional relationships within organizations exist when people,

who perform similar tasks, and use similar skills or resources, are
grouped into sections or departments. These functional activities
are all essential to the organization, each section or department
contributing to the overall performance of the organization. Each
may have its own manager or section head. Departments can be
large or small, with few or many employees. For example, in a
retail organization such as Tesco there will be far more sales staff
than administration staff in each
Store, yet both are essential to the efficient running of the store.
Grouping employees together in departments based on skills or
use of similar resources, or similarity of work has a number of
advantages for the organization.

· There is efficient use of resources;

• Individuals develop in-depth skills in one area of work;
• Individuals have specific expertise or training in one area of
work;
• Career progress is often based on functional expertise –
therefore employees are motivated to develop their skills in one
particular field (think of teachers who most often get promotion
firstly to assistant principal teacher then to head of department in
their own subject);
• This structure provides a way of centralizing decision-making
because there are only a few managers who between them may
be responsible for a large number of employees;

• Communication and co-ordination between members of a

department are excellent;
• The idea of working as a member of a team often motivates
individuals to work harder;

• Individuals will be working with others who are also ‘experts’ in

one particular area of work –problem sharing and problem solving
is greatly improved. However, having a number of functional
departments within an organization can also lead to problems.
• There are often barriers and rivalries between departments;
• Communication between departments can be slow, resulting in
poor coordination of the organization’s activities;
• This can also lead to a slow response time to external factors,
such as changes in customer demand;
• Decision-making can be a long and slow process as each
department is consulted and responds with information or
suggestions which then have to be passed onto other
departments for consideration;
• Work in individual departments can be so specialized that it
becomes routine and meaningless. Being such a small part of the
whole operation, employees may only see departmental goals
and lose sight of the organization’s goals;
• It may be difficult to pinpoint responsibility for problems within
departments.

Forms of organizational structure

Hierarchical structure:

This is the traditional structure for many medium and large

organizations. It is also sometimes called a pyramid structure
because of its shape – like a pyramid. Decisions and instructions
are passed down from the senior staff of the organization to the
workforce, and information passes back up the pyramid. Position
in the pyramid indicates the level of responsibility the individual
has – the higher up the pyramid the greater the responsibility.
Members of the organization have clearly defined roles and
procedures – often laid down to define their behavior at work.
Specialization of tasks is very common, and this is often
combined with a breaking up of the organization into functional
departments. This specialization allows the organization to benefit
from economies of scale in its operations. In recent years this
type of organization has been criticized for its inability to respond
quickly to changes in market and consumer demands. It is also
often felt that such structures suffer from time delays, both in
communications passing up and down the structure and in the
decision-making process, when many individuals on different
levels are required to provide input. Some large organizations –
the Civil Service, the Armed Services, the Police, and the National
Health Service – may have a very large number of layers in the
pyramid – 20 to 30 layers is not uncommon.

Flat structure:
The flat structure is just what it says – flat. There are very few
levels in the hierarchy. This has a number of significant benefits
for the organization. The main one is that communications are
passed quickly from one level to another. This speeds up the
processing of information and any decision-making. Many small
organizations, such as professional partnerships of doctors,
dentists or lawyers, use this type of structure.

Matrix structure:

This structure emphasizes getting people together who have

particular specialist skills and placing them in project teams to
complete specific tasks. Individuals have their own areas of
functional responsibility within the overall remit of the project.
Many people argue that this is the best way to organize
individuals, as it is based on the expertise and skills of the people
involved. In its favors, the matrix structure gives scope for ALL
individuals to use their talents effectively. There is no hierarchy –
everyone in the project team has the same level of responsibility
and authority. It is also likely that all individuals will get the
opportunity to work in a variety of project teams over a period of
time. This variety of work promotes personal staff development,
and increases job satisfaction and motivation. Against its use lie
the arguments that it is costly in terms of support staff (for
example, secretaries and administration staff) as each project
team may need its own dedicated back-up. There are also
problems with coordinating a team made up of individuals from
different functional departments.

Entrepreneurial structure:

This is a common structure in many small businesses and in those

organizations where decisions have to be made quickly, such as
in the production of daily newspapers. Decisions are made
centrally with very little input from staff, and are based on the
expertise of only one or two individuals. There is a great reliance
on a few key workers. There can be problems with this structure
as the organization grows. Too heavy a workload is placed on too
few individuals who have responsibility for decision making. This
can lead to inefficiency.

Centralized structures:

Here all of the control and decision-making lies with the most
senior directors or managers or the owners of the organization.
Subordinates have little or no authority at all. This type of
structure is often associated with a hierarchical structure and has
several key advantages:
• Organizations may benefit from strong leadership from the top;
• Senior management has control of all aspects of finance and
budgeting;
• Procedures, such as ordering, purchasing and storage can be
standardized – this can lead to the organization benefiting from
economies of scale;
• Decisions are made from the point of view of the business as a
whole, not for the particular benefit of one department or
another;
• Managers are likely to be more experienced and skilled in the
role of management and the decisions they make will be of better
quality;
• It is easier to promote a corporate image if the organisation
adopts a centralised approach, as all external communications
can be done in a standardised format.

Decentralized structures
In these organizations decision-making and control are delegated
to and carried out by subordinates. This relieves senior
management of having to make many of the routine operational
decisions required by the organization. This structure is often
associated with a flat structure and also has several key
advantages:
• The delegation of authority is felt by many to be a key motivator
for subordinates and allows them to be groomed for senior
positions when they become available;
• Subordinates often have better first-hand knowledge of the
requirements of their departments or customers, and can
therefore make better quality decisions based on this knowledge;
• Delegation allows a more proactive approach and much greater
flexibility of roles;
• Decision-making is quicker and more responsive to external
changes. There is no ‘right’ form of organizational structure. For
each organization the structure it adopts must reflect its aims and
objectives and be the best – at that moment in time – to fulfill
these. It may well be the case that an organization will change its
structure as it grows and responds to changes in its external
environment.

Chapter 2:-

INTRODUCTION OF THE COMPANIES:-

1} BIG BAZAAR:-

Details about the Founder & Origin of the Company.

Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India)
Limited and the Group Chief
Executive Officer of Future Group. A quintessentially Indian
experience, it doesn’t promise more than it delivers. Basic worth
allied with reasonable pricing is their USP. The store itself and the
products it stocks may not be on the cutting edge of technology
or sometimes even retail but the customer can be assured that
he/she is getting their money’s worth.

Their first store opened in Calcutta in 2001, on VIP Road, in the

ground floor of a residential building. This was the first
departmental store that offered regulated parking services,
apparel, steel vessels and electronics under one roof, and all at
the most competitive prices! The format got bigger and better
with the introduction of fresh food and vegetables.
The Logo, Statement attached with Logo and their
meanings:-

It is market where customers can buy the best goods at cheapest

price & also all the goods under one roof.

Nature of the set up:-

Head Quarter = Jogeshwari Mumbai

8 TOP CITIES TIER ONE AND TWO TOWNS
Mumbai Sangali
Delhi Durgapur
Kolkata Bhubaneswar
Chennai Nashik
Bangalore Nagpur
Pune Vizag
Ahmadabad Thissur
Hyderabad Kochi
Surat
Calicut
Mangalore
Mysore, Hubli
Belgaum and many more

Pantaloon Retail:-

Pantaloon Retail (India) Limited, is India’s leading retailer that

operates multiple retail formats in both the value and lifestyle
segment of the Indian consumer market.

Big Bazaar is not just another hypermarket. It caters to every

need of a family. Where Big Bazaar scores over other stores is its
value for money proposition for the Indian customers. At Big
Bazaar, one can get the best products at the best prices – that is
what they guarantee. With the ever increasing array of private
labels, it has opened the doors into the world of fashion and
general merchandise including home furnishings, utensils,
crockery, cutlery, sports goods and much more at prices that will
surprise you. And this is just the beginning. Big Bazaar plans to
add much more to complete the shopping experience. Food is the
main shopped for category in this store.

LINES OF BUSINESS OF BIG BAZAAR:-

 Food
 Fashion
 Home Solution
 General Merchandise
 Leisure and Entertainment
 Wellness and Beauty
  Books and Music

Presence:-

The company has stores in nearly 30 cities across the country,

constituting over 2.7 million square feet of retail space. The
company has also signed close to 10 million sq. ft. of retail space
to be operational by end 2009, which represents 20-30 % of all
modern retail space coming up in the next three years. Over 200
million footfalls are expected in our stores by 2007-08.

2} Mc Donald’s:-

Worlds Oldest McDonald’s:

The 44 year-old sites are the oldest in the worldwide chain of
20,000 restaurants and the last one with red and- white striped
tile exterior. After opening in 1953, it immediately became the
standard for the fast food franchises across the country. The
building and its 60- foot high neon sign with "Speedee the Chef"
are eligible for listing on the National Register of Historic Places.
Employees wear 50's style uniforms of paper hats, white shirts
and bolo ties. The restaurant serves the original menu of
hamburgers, cheeseburgers, fries and old-fashioned milkshakes.
Also available are more recent McDonald's items such as Big Macs
and Happy Meals. McDonald's reopened the facility as it was with
walkup windows and outdoor seating. They also constructed and
addition housing a museum, gift shop, restrooms and more
outdoor seating.

Milestones:-

1955:- Ray Kroc opens his first restaurant in Des Plaines, Illinois
and the McDonald's Corporation is created.
1957:- Quality, Service, Cleanliness and Value (QSC& V) becomes
the company motto.
1959:-The 100th McDonald's opens in Chicago.
1961:- Hamburger University opens in Elk Grove, near Chicago.
1963:-One billion hamburgers sold. Ronald McDonald makes his
debut.
1964:- Filet-O-Fish sandwich is introduced.
1965:- McDonald's Corporation goes public.
1967:- The first restaurants outside of the USA open in Canada
and Puerto Rico.
1968:- The Big Mac is introduced. The 1,000th restaurant opens
in Des Plaines, Illinois.
1972:- A new McDonald's restaurant opens every day. The
Quarter Pounder is introduced.
1973:- Egg McMuffin is introduced.
1974:- The first Ronald McDonald House opens in Philadelphia.
The Happy Meal is launched.
1983:- Chicken McNuggets is introduced. New Hamburger
University campus opens in Oak Brook, Illinois. Set in 80 wooded
acres. Training is provided for every level of McDonald's
management worldwide.
1984:- 50 billionth hamburgers sold. Ronald McDonald Children's
Charities is founded in
Ray Kroc’s memory to raise funds in support of child welfare.
1989:- McDonald's is listed on the Frankfurt, Munich, Paris and
Tokyo stock exchanges.
1990:- McDonald's opens in Pushkin Square and Gorky Street,
Moscow.
1993:- The first McDonald's at sea opens aboard the Silja Europe,
the world's largest ferry sailing between Stockholm and Helsinki.
1994:- Restaurants open in Bahrain, Bulgaria, Egypt, Kuwait,
Latvia, Oman, New Caledonia, Trinidad and United Arab Emirates,
bringing the total to over 15,000 in 79 Countries on 6 continents.
1996:- McDonald's opens in India – the 95th country.

McDonald’s in India

McDonald's India is a joint-venture company managed by Indians.

McDonald’s India, a subsidiary of McDonald’s USA, has expanded
its presence in India via 2 joint venture companies – Connaught
Plaza restaurants and hard castle restaurants. McDonald’s (India)
has a 50 per cent equity stake each in both joint venture
companies. Connaught Plaza restaurants manages operations and
expansions across North India (Delhi, Jaipur and Punjab) – led by
Vikram Bakshi – and Hard castle restaurants, which is headed by
Amit Jatia, manages operations and expansions across Western
India (Mumbai, Pune, and Gujarat). Around the world, McDonald's
traditionally operates with local partners or local management. In
India too, McDonald's purchases form local suppliers. McDonald's
constructs its restaurants using local architects, contractors,
labour and - where possible – local materials. McDonald's hires
local personnel for all positions within the restaurants and
contributes a portion of its success to communities in the form of
municipal taxes and reinvestment. Six years prior to the opening
of the first McDonald's restaurant in India, McDonald's and its
international supplier partners worked together with local Indian
Companies to develop products that meet McDonald's rigorous
quality standards. Part of this development involves the transfer
of state-of-the-art food processing technology, which has enabled
Indian businesses to grow by improving their ability to compete in
today’s international markets
.
McDonald’s worldwide is well known for the high degree of
respect to the local culture.
McDonald's has developed a menu especially for India with
vegetarian selections to suit Indian tasted and culture. Keeping in
line with this McDonald's does not offer any beef and pork items
in India. McDonald's has also re-engineered its operations to
address the special requirements of a vegetarian menu. The
cheese and cold sauces used in India is 100% vegetarian.
Vegetable products are prepared separately, using dedicated
equipment and utensils. Also in India, only vegetable oil is used as
a cooking medium. This separation of vegetarian and non-
vegetarian food products is maintained throughout the various
stages of procurement, cooking and serving.

The McDonald's philosophy of Quality, Service, Cleanliness and

Value
(QSC&V) is the guiding force behind its service to the customers.
McDonald’s India serves only the highest quality products.
All McDonald’s suppliers adhere to Indian Government regulations
on food, health and hygiene while continuously maintaining their
own recognized standards. All McDonald’s products are prepared
using the most current state-of-the-art cooking equipment to
ensure quality and safety. At McDonald’s, the customer always
comes first. McDonald’s India provides fast friendly service- the
hallmark of McDonald’s that sets its restaurants apart from
others. McDonald’s restaurants provide a clean, comfortable
environment especially suited for families. This is achieved
through McDonald’s stringent cleaning standards, carefully
adhered to. McDonald’s menu is priced at a value that the largest
segment of the Indian consumers can afford. McDonald’s does not
sacrifice quality for value – rather McDonald’s leverages
economies to minimize costs while maximizing value to
customers.
The company has invested Rs 450 core so far in its India
operations out of its total planned investment of Rs 850 core till
2008. The company hopes to break even in 2009. They currently
serve around 5 million customers a day and hope to grow at the
rate of 50% to 70% a year.
3} MORE:-

The year 2007, for organized retail has begun with a bang. Birla’s,
who were mulling over their entry in multi format multi brand
retail for quite some time, have finally arrived. The Rs. 40,000
core, Aditya Birla group, through unlisted Aditya Birla Retail, in a
single stroke, has acquired a bouquet of over 172 retail stores,
operating in southern India, with predominant presence in Andhra
Pradesh, under popular brand names of Trinethra and Fabmall.
While most of the group stores operate under Trinethra brand,
stores located in Karnataka and Kerala operate under Fabmall
brand, although, 50,000 sq. ft. big hypermarket in Mysore is
known as Fabcity.

Trinethra, prior to this acquisition, was aggressively pursuing its

plan to set up new stores in tier II cities such as Mysore,
Coimbatore and Tirupur in southern region of the country.
Trinethra, which has adopted convenience and supermarket
formats, is focused on selling food and groceries in residential
areas, although some of the stores also offer pharmaceutical
products. Trinethra also offers value-added services like forex
remittances and bill payments. A typical Trinethra store ad
measures around 2,500 sq.ft. In retail space. The chain of stores
are serviced by an infrastructure of central warehouses in Andhra,
Karnataka, Tamilnadu and Kerala, with a space of about 50,000 sq
ft each

Aditya Birla Retail Limited re-brands its Fabmall grocery

supermarkets to more., a name reflective of its commitment to
offering consumers a more fulfilling retail experience. The re-
branding follows the acquisition of the Trinethra Super Retail that
includes the retail brands Fabmall, Trinethra and FabCity by
Aditya Birla Retail in January 2007.

The two decades old, Rs. 250 crore, 2,500 employees strong,
Hyderabad based, Trinethra group, originally was founded by Mr
Anjaneyulu Kakkera.
Aditya Birla Retail Limited is the retail arm of Aditya Birla
Group, a USD 28 billion Corporation. The Company ventured into
food and grocery retail sector in 2007 with the acquisition of a
south based supermarket chain. Subsequently Aditya Birla
Retail Ltd. expanded its presence across the country under the
brand "more." with 2 formats Supermarket & Hypermarket
Supermarket
more. for you - Conveniently located in neighbourhoods, more.
supermarkets cater to the daily, weekly and monthly shopping
needs of consumers. The product offerings include a wide range of
fresh fruits & vegetables, groceries, personal care, home care,
general merchandise & a basic range of apparels. Currently, there
are over 600 more. supermarkets across the country.

Hypermarket
More .MEGASTORE - is a one-stop shopping destination for the
entire family. Besides a large range of products across fruits &
vegetables, groceries, FMCG products, more.MEGASTORE also
has a strong emphasis on general merchandise, apparels & CDIT.

Currently, two hypermarkets operate under the brand

more.MEGASTORE in Mysore and Vadodara

PRESENT STATUS OF THE ORGANISATION:

ADITYA BIRLA RETAIL LTD is having 650 MORE store all over
INDIA . Pune was the first place where first store was opened.350
stores are in SOUTH and 300 are in REST OF INDIA. Karnataka is
having 104 stores in which BANGALORE is having 64 stores.

.more. for you is committed to deliver quality & value to our

customers and have a range of private label brands as well as
commercially branded products, offering - 100% satisfaction on
the quality of the products & services offered.

more. for you hosts a range of private label brands across various
categories that follow stringent quality norms, and are available in
attractive prices and packaging. Our premium products give you
the opportunity to enjoy the difference and quality that is equal to
or better than the market's leading brands, but at competitive
prices. Recently our private label brands received the coveted
"The Most Admired Private Label" Golden Spoon award at the
Food Forum India.
more. for you offer a wide range of assortment of over 4000
products, ranging from fresh food to beverages, grocery to
household care products. There range covers everything, from
day-to-day essentials to traditional favorites, from delicious treats,
to healthy alternatives.
To ensure the freshest supply of fruits and vegetables for you,
they have built direct linkages with the farmers for daily supplies
of farm fresh produce.

The stores are built with a modern and comfortable ambience, air
conditioned and with speedy automated cashiering to help you
shop better. They also have friendly in-store policies on
exchange and returns that help you shop with ease and comfort.
Furthermore, to make shopping experience more rewarding with
them, at more. for you they offer a membership program
Clubmore. which reinforces our commitment to consistently add
value to your shopping experience, and also to thank you for
choosing to be a part of more. for you. As a Clubmore. member,
you are entitled to special benefits, besides the regular offers and
promotions at more. for you. Clubmore. members will also have
the benefit of receiving exclusive SMS alerts for special offers on
our products and services.
Currently Clubmore. has over 1 million members enrolled for its
loyalty program.
4} Levi Strauss & Co:-

Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-
name apparel marketers with sales in more than 110 countries.
There is no other company with a comparable global presence in
the jeans and casual pants markets. Today, the Levi's® trademark
is one of the most recognized in the world and is registered in
more than 160 countries. The company is privately held by
descendants of the family of Levi Strauss. Shares of company
stock are not publicly traded. The company employs a staff of
approximately 8,850 people worldwide, including approximately
1,000 people at its San Francisco, California headquarters. Levi
Strauss & Co currently makes jeans in approximately 108 sizes
and 20 finish fabrics. With 2007 net sales of $4.1 billion, the
company is committed to building upon strong heritage and brand
equity as they position the company for future growth.
BRANDS:
The products of Levi Strauss & Co are sold under three brands:

Levi's®: Since their invention in 1873, Levi's® jeans have

become one of the most
successful and widely recognized brands in the history of the
apparel industry.

Dockers® : Dockers® brand, which pioneered the movement

toward business casual, has led the U.S. khaki category since the
brand's 1986 launch, and is now available in numerous countries.

Levi Strauss Signature™:

In 2003 the launch of the Levi Strauss Signature™ brand, giving
value consumers high quality and fashionable clothing from a
company on which the consumers trust.

DIVISIONS:
Levi Strauss & Co. is a worldwide corporation organized into three
geographic divisions:
Levi Strauss, North America (LSNA) Based in the San Francisco
headquarters
ASPIRATION STATEMENT:

They want a company that make them proud of and committed

to, where all employees have an opportunity to contribute, learn,
grow and advanced based on merit, not politics or background.
They want their people to feel respected, treated fairly, listened
to and involved. Above all, they want satisfaction from
accomplishments and friendships, balanced personal and
professional lives, and to have fun in our endeavors.

VISION STATEMENT:

When LS & Co. describe the future of Levi they are talking about a
building on the foundation they have inherited: affirming best of
their Company’s tradition, closing gaps that may exist between
principles and practices and updating some of their values to
reflect contemporary circumstances
Today, the Levi’s® brand is an authentic American icon, known
the world over. Levi Strauss started it 150 years ago & forever
earned a place in history. In 1847, Levi Strauss, his two sisters &
mother sailed for America where they joined half-brothers Jonas &
Louis in New York. Levi joined their dry goods business. In 1853,
Levi sailed to
San Francisco to join dry goods business and started selling
clothing, bedding & linen to small stores in California.
In 1902, Levi died and his two nephews inherited the business. In
1910’s, LS&CO. received “Blue Ribbon” highest award for waist
overalls in Panama. One-piece garment for women was
introduced to work and play. In 1930’s, the Great Depression
stroke & demand for Levi’s jeans, shirts and jackets declined.
In 1991, the first original Levi’s store was opened in United
States. In 1994, Dockers brand was introduced in Europe. It
launched its first website in 1995.In 1996; it introduced its Slates
® brand, a new style for men wearing. In 1999, classic 5 pocket
pants were reinvented.
In 2000, LS&CO. introduced Levi’s ® engineered jeans TM, the
reinvention of jeans for the new generation. It named No. 2 for
America’s best companies for minorities. In 2003, it celebrated its
150th anniversary of its founding and 130th anniversary of
invention of blue jeans.

5} CAFÉ COFFEE DAY:-

HISTORY:

Café Coffee Day is a division of India's largest coffee

conglomerate, Amalgamated Bean Coffee Trading Company Ltd.
(ABCTCL), popularly known as Coffee Day, A Rs. 750 crore ISO
9002 certified company. Coffee Day sources coffee from 5000
acres of coffee estates, the 2nd largest in Asia, that is owned by a
sister concern and from 11,000 small growers. It is one of India’s
leading coffee exporters with clients across USA, Europe & Japan.
With its roots in the golden soil of Chickmaglur, the home of some
of the best Indian Coffees and with the vision of a true
entrepreneur nurturing it, Coffee Day has its business spanning
the entire value chain of coffee consumption in India.

Its different divisions include: Coffee Day Fresh n Ground (which

owns 400 Coffee bean and powder retail outlets), Coffee Day
Xpress (which owns 895 Coffee Day Kiosk), Coffee Day Take away
(which owns 12000 Vending Machines), Coffee Day Exports and
Coffee Day Perfect (FMCG Packaged Coffee) division. Café Coffee
Day (CCD) pioneered the café concept in India in 1996 by opening
its first café at Brigade Road in Bangalore. Till about the late
1990’s coffee drinking in India was restricted to the intellectual,
the South Indian traditionalist and the five star coffee shop visitor.
As the pure (as opposed to instant coffee) coffee café culture in
neighboring international markets grew, the need for a relaxed
and fun “hangout” for the emerging urban youth in the country
was clearly seen.

Recognizing the potential that lay ahead on the horizon, Café

Coffee Day embarked on a dynamic journey to become a large
organized retail café chain with a distinct brand identity of its
own. From a handful of cafés in six cities in the first 5 years, CCD
has become India’s largest and premier retail chain of cafes with
858 cafes in 134 cities around the country. “Enthused by the
success of offering a world-class coffee experience, CCD has
opened a Café in Vienna, Austria and is planning to open other
Cafes in the Middle East, Eastern Europe, Eurasia, Egypt and
South East Asia in the coming months.”
BUSINESS DEVELOPMENT:

The team decides upon a suitable site where the cafes can be set
up. They identify, shortlist, and finalize a site by negotiating with
property owners. A significant effort is involved in getting legal
clearances and statutory compliances. After all formalities are
completed, the site is handed over to the projects team.

PROJECTS:

The team comprises of some of the best designers who ensure

that the coffee culture is spread across the country through
beautiful outlets. All new cafes are built with a standardized
design and the look of the café is in sync with the brand
positioning. They aim to build cafes in the shortest possible time,
at the least possible costs to capital outlay. Are cent innovation is
the Lounge cafes which are set up in Delhi, Bangalore, Hyderabad
and Kolkata.

OPERATIONS:

This team achieves their sales objectives and is responsible for

the daily running of their cafes in a profitable manner. Customer
interaction is very important for this team, as they are the ones
who interface with the customer and provide them with a
satisfactory service and product experience. Café managers train
all their employees who are involved in day-to-day operations.
The café staff is their brand ambassador. The brand image of café
coffee day is and will be reflected through them by the way they
dress, behave and carry themselves , both within the organization
and outside. They are the face of the company since they will be
the first point of interaction with the customer.
FOOD AND BEVERAGES {F & B}:

CCD is a lot more than coffee. Apart from serving the best coffee
in the country they also serve a wide assortment of savories and
desserts. The various coffee concoctions that they serve are the
creations of their F&B team. They also ensure the highest level of
hygiene and food quality. They impart training to the team on the
preparation of the best quality of coffees and food at their cafes.
The F&B team sources and manages vendors who supply food to
the cafes.

MARKETING:

The marketing team is responsible for the brand positioning and

all brand building activities that result in increased sales and
greater visibility. They are also responsible for the various sales
promotion activities and tie-ups. This team designs and manages
the merchandise category, which is displayed and sold at their
cafes. They constantly track loyalty programs and promotions at
the cafes to help minimize sales. The café citizen program is a
unique customer loyalty tool which helps us to create new
customer and retain existing ones by rewarding them with
handsome points which can be earned and redeemed at the
cafes.

HUMAN RESOURCES AND TRAINING:

The HR team deals with all matters pertaining to people within

their team. They are responsible for recruitment and selection at
all levels from team members to the management staff. They are
responsible for employee salaries, career development and
counseling. Constant efforts are made for employee up gradation
in terms o improving skills and job satisfaction to meet the
aspirations of all employees.
ACCOUNTS:

They look after the day to day accounting and financialactivities

and also provide them with the financial reports which will help
them, find out the profitability of the outlet help them reduce the
costs and ensure compliance andfiscal discipline at the cafes.

SUPPLY CHAIN MANAGEMENT:

This is the team which ensures that all stock keeping units of
items used in the café
are received at stores from vendors and distributed to the cafes
on time. They receive store orders and maintain the inventory of
stock keeping units so that cafes do not run out of critical supplies
at any point.
Chapter 3:- Organizational STRUCTURES

1} BIG BAZAAR:- Board of Directors

Finance & Accounts department:-
Operations Management:-
Hierarchy of Administration department:-
Hierarchy of the Materials department:-

Supply Chain Management:-

2} MC DONALDS:-

Direct Distribution Indirect Distribution

Manufacturer
Manufacturer

Consumer Retailer

Consumer
3} MORE:-
4} LEVIS:-
5} Café Coffee Day:-

Chairman

Head Operations

Director

Territory
Manager
Regional Manager

City Manager

Area In charge

Café Manager

Trainee Café Manager

Trainee Member
Chapter 4:-

Research Methodology:

Research methodology is considered as the nerve of the project. Without a

proper well-organized research plan, it is impossible to complete the project and reach
to any conclusion. The project was based on the survey plan. The main objective of
survey was to collect appropriate data, which work as a base for drawing conclusion
and getting result.

Therefore, research methodology is the way to systematically solve the research

problem. Research methodology not only talks of the methods but also logic behind the
methods used in the context of a research study and it explains why a particular method
has been used in the preference of the other methods.

Research design:

Research design is important primarily because of the increased complexity in the

market as well as marketing approaches available to the researchers. In fact, it is the
key to the evolution of successful marketing strategies and programmers. It is an
important tool to study buyer’s behavior, consumption pattern, brand loyalty, and focus
market changes. A research design specifies the methods and procedures for
conducting a particular study. According to Kerlinger, “Research Design is a plan,
conceptual structure, and strategy of investigation conceived as to obtain answers to
research questions and to control variance.

Data collection methods:

After the research problem, we have to identify and select which type of data is to
research. At this stage; we have to organize a field survey to collect the data. One of the
important tools for conducting market research is the availability of necessary and
useful data.
  Primary data: For primary data collection, we have to plan the following four
important aspects. Sampling
 Research Instrument
Secondary Data - The Company’s profile, journals and various literature
studies are important sources of secondary data. Data analysis and
interpretation
1. Questionnaires and 2. Pie chart and Bar chart
Questionnaires:

This is the most popular tool for the data collection. A questionnaire contains question
that the researcher wishes to ask his respondents which is always guided by the
objective of the survey.

Pie chart:

This is very useful diagram to represent data, which are divided into a number of
categories. This diagram consists of a circle of divided into a number of sectors, which
are proportional to the values they represent. The total value is represented by the full
create. The diagram bar chart can make comparison among the various components or
between a part and a whole of data.

Bar chart:

This is another way of representing data graphically. As the name implies, it consist of a
number of whispered bar, which originate from a common base line and are equal
widths. The lengths of the bards are proportional to the value they represent.

Sampling Methodology:

No. of questions in questionnaires for customer: 18

Sampling size: 5
Chapter 5 :- Data Analysis and Interpretation

RECRUITMENT:- RecruitmentBIG BAZAAR

Internally-60%
Externally-40%
Interpretation:- The recruitment
is done 60% internally and 40%
externally that’s refers the Internally
company is more concentrated Externally
on the existing staff i.e
employee retention rate is high.

Recruitment for Mc Donalds:

Internally-50%Externally-50%

Interpretation:- The recruitment is done 50% internally and 50%.that refers

the organization has equally divided he hiring ratio.
Recruitment of MORE store:
Internally:-60% Externally:-40%

Recruitment of Levis:-
Internally:-30%
Externally:-70%

Interpretation more store:- The recruitment is done 60% internally and 40%
externally that’s refers the company is more concentrated on the existing
staff i.e employee retention rate is high.
Interpretation levis:- The recruitment is done 30% internally and 70%
externally that’s refers the company is more concentrated on the new staff
i.e employee retention rate is low.

Recruitment of Café Coffee Day:-

Internally:-30%
Externally:-70%
Interpretation: At ccd New
and fresh talent is being Recruitmentof CCD
utilized at a large scale
which results in a greater
productivity.

Changes in Theme of Internally

the outlet:- Externally

Yes:- Big Bazaar, More,

Levis.
No:- Mc Donalds, CCD
Interpretation: The themes
of the outlet changes from
time to time, with new launches, as well as with offers and promotions.
Branded merchandise:-
Interpretation: The following chart tells about out of ten products
how many branded products are offered.

Reporting:-
Rating for organizational structure:-
{By respondents}

Interpretation: The employees at the various stores has given the following ratings to
the present organizational structure of the organization. i.e.70 for BIGBAZAAR 50 for
Mc DONALDS 60 for MORE 80 for LEVIS and 80 for CCD.
 Appendix:-

Questionnaire
Retail Outlet: ________________________ .

Parent Organization: _______________________ .

Type: ____________________________.

Respondents Name :______________________________ .

Designation :______________________ .

1- How is the organizational structure of the company?

2- How many members are there in the senior management?

A]Three B] Four C] Five D] More than five.

3. How is the recruitment done?

A] Internally B] Externally

4. What percent internally and externally?

A] Internally -____% b] Externally-____%

7. Scope of operation?

A] Local B] Regional C] National D] International

8. Does the company organize functions differently for stores in metros and semi urban
areas?

Yes no

9. How many departments are there ?

a]Three b] Four c] Five d] More than five.

10. Departments Name.

A]_______________________.

B]_______________________.

C]_______________________.

D]_______________________.

E]________________________.

11. Are there any legal obligations that restricts the working of the organization in the
locality?

Yes No

12. Did the store provide other convenience while shopping in the outlet?

Yes No

14. This store offers high quality (Branded) merchandise?

Yes No

15. Whether your customer finds it easy to move around in the outlet?

Yes No

17.Does your store offers branded merchandise?

Yes No

18.Does the theme for the store changes from time to time?

Yes No

5. Store provides plenty of convenient parking for customers?

Yes No

6. Employees in this store have the knowledge to answer customers' questions.

Yes No

13. Employees of this store are able to handle customer complaints directly and
immediately?
 Yes No

16. Training is provided to the employees (new and old)?

Yes No

18.How often the merchandise (visual) is changed?

A] Daily B] Weekly C] Monthly

Signature:-

BIBILIOGRAPHY
Websites:-

1] WWW.GOOGLE.COM

2]WWW.BIGBAZAAR.COM

3]WWW.MOREFORYOU.COM

4]WWW.LEVIS.COM

5]WWW.CCD.COM

Books:-

RETAIL MANAGEMENT by SWAPNA PRADHAN