1.

Situational analysis Organizational mission:

Croma

Current ownership and management alternatives: launched by Infiniti Retail Limited, a 100% subsidiary of TATA Sons. Current goods/services: wide variety of electronic goods ranging from mobile, speakers, laptops, gaming console, home appliances etc.

2. SWOT analysis Strengths Large base of customers and strong focus on system and processes Well managed team of professionals Wide variety of products offered, with in house products. Good reputation and brand recognition in terms of genuine products A product of TATA group hence brings more loyalty and trust to the brand Gives emi facilities to the customer Weakness Has not ben able to reach through all the cities of India Faces strong market competition from local retailers and international players Though operating at low prices the local retailers still manage to sell it for cheaper than them.

Opportunities With not many players in the market they could go into expansion on a domestic as well as on the international base They could invest more in brand awareness especially during their seasonal offers. They could merge with the local low performing retailers to increase market share. Threats With the change of regulations in FDI they could face stiff competions from the foreign players With new gadgets entering the market at a tremendous rate they could face inventory problems. 3. Objectives Sales: clocked revenues of 1970 crore in FY12 Profit: 73 lakhs Positing: covers 18% in market share 4. Identification of consumer Mass marketing: through its wide variety of products it aims at tapping a wide range of consumers

5. Overall strategy Controlled Variables Goods/services: Croma offerings include branded merchandises, retailing international, national and domestic products as well as private and proprietary labels. They aim to sell a wide variety of products at the lowest price possible. Location strategy: croma aims to position its retail shops in the heart of the city. They aim at setting up stores in market places, malls and other relatively crowded areas which makes it accessible to buyers as well as gives rise to walk-in crowd. It even has an online platform for sales Pricing Strategy: Croma prices its goods as low as possible with low margins so as to attract more customers. It even actively keeps promotional, festive and seasonal offers. Promotion strategy: they use magazines, flyers, newspapers, televisions and other types of media for their promotion. It even uses festivals to give discounts(eg Diwali dhamaka) for self promotion and increase in sales, it even helps to build relation with the customers. Uncontrolled Variables Legal environment: they cannot be controlled by any one hence deregulation of policies in FDI and taxes and duties levied by the government has adverse effects on the business. Consumer environment: with changes in needs of the onsumer and the electronic industry booming with new products there is a great need tgo keep the inventory up to date. Competitive environment: local vendors like alfa, vijay sales and other small shops have added advantage as they still manage to sell products at lower rates and have established themselves in the eyes of the consumers Economic environment: with the economic market falling and times of recession the business could be affected as there would be lower levels of disposable incomes. 6. Specific activities Daily and short term operations: croma is effective in daily operations with its promotions and festive offering; it has recently started the bose section. Responses to the environment: it keeps on changing its pricing and with constant bargaining with the vendors it has managed to get goods at a cheaper rate thus helping in business. 7. Control Evaluation: It has been effective in providing customers with a value for money products and been effective in providing its customers with a healthy and relaxed atmosphere to shop in. Adjustement: bargaining with vendors and inventory management would help croma to increase its sales and profits.

RETAIL STRATEGIC PLAN:

CROMA
NAME: SANIDHYA GUPTA ROLL NO.: C-163