Professional Documents
Culture Documents
MANAGEMENT
SUBMITTED BY
I have not submitted the matter embodied here in this Project for
the award of any other Degree/Diploma.
JATIN, 01911403909
MBA II Semester
BPIBS, Delhi-92.
CERTIFICATE OF PROJECT GUIDE
[Harvinder Kaur]
Lecturer of MBA
AND
PROJECT GUIDE
ACKNOWLEDGEMENT
JATIN, 01911403909
MBA II Semester
BPIBS, Delhi-92.
Table of contents
3. Research Methodology
10
6. Recommendations 38
7. Bibliography
38
8. Annexure 39
Style, affordable prices, quality: these are the factors that have shaped
Westside’s success story in the retail fashion stores business. Established in 1998 as
part of the Tata Group, Trent Ltd. operates Westside, one of India's largest and fastest
growing chains of retail stores.
Westside stands out from the competition for a variety of reasons. One is that a
majority of the brands the chain stocks and sells are its own, unlike retailers who store
multiple labels. About 90 per cent of Westside’s offerings are home-grown, and they
cater to different customer segments. The other 10 per cent includes toys, cosmetics,
etc.
The Westside stores have numerous departments to meet the varied shopping
needs of customers. These include Menswear, Women’s wear, Kid’s wear, Footwear,
Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gifts. The
company has already established 36 Westside departmental stores (measuring 15,000 -
30,000 square feet each) in Ahmedabad, Bangalore, Chennai, Delhi, Gurgaon,
Ghaziabad & Noida (to be considered as 1 city), Hyderabad, Indore, Jaipur, Kolkata,
Ludhiana, Lucknow, Mumbai, Mysore, Nagpur, Pune, Rajkot, Surat, Vadodara and
Jammu. The company hopes to expand rapidly with similar format stores that offer a
fine balance between style and price retailing.
1.2 Mission
This story began circa 1998 when The Tatas acquired Littlewoods – a London
based retail chain. This acquisition was followed by the establishment of Trent Ltd (a
Tata enterprise that presently operates Westside). Littlewoods was subsequently
renamed Westside.
In a rapidly evolving retail scenario, Westside has carved a niche for its brand of
merchandise creating a loyal following. Currently, the company has 36 Westside stores
measuring 15,000-30,000 square feet each across 20 cities. With a variety of designs
and styles, everything at Westside is exclusively designed and the merchandise ranges
from stylized clothes, footwear and accessories for men, women and children to well-
co-coordinated table linens, artifacts, home accessories and furnishings. Well-designed
interiors, sprawling space, prime locations and coffee shops enhance the customers’
shopping experience.
1.4 Clubwest
Benefits of Clubwest:
- Earn points every time you shop at Westside. These points can be exchanged
against subsequent purchases made in the store.
- Advance intimation of all in-store promotions and special offers through direct
mailers.
2. Theoretical Concept
Brands are about names, but to register a name does not mean that a company
has created a brand. A brand is instead created through the development of brand
identity, where as a brand with a brand image not by itself is a strategic asset. The brand
is a symbol. It can be related to as a mission, as a vision or as an asset.
In the present job markets, where companies compete for attracting the best of the
talent, employer brand, sometimes, becomes more relevant when compared to various
critical factors like job profile and the compensation package.
2.1 Dimensions
- Quality: Quality is a vital ingredient of a good brand. The core benefits must be
delivered well, consistently. Research confirms that, statistically, higher quality
brands achieve a higher market share and higher profitability.
3. Research Methodology
Research can be defined as a systematic effort to gain new knowledge. Research
Methodology is a way to study & solve research problems along with the logic behind.
Identification of Problem
↓
Research Design
↓
Sources of Data
↓
Data Collection Method
↓
Sample Design and Sample Size
↓
Conducting Field Survey
↓
Data Analysis
Identification of problem
Research Design
Sources of data
There are different types of data & information which are required for the study. These
are:
- Primary data: It is the data which is collected by the researcher for the first time.
Primary is being collected by asking questions by performing surveys. Primary data is
collected by employees of the firm by using questionnaires.
- Secondary data: These are statistics not gathered for the immediate study but
gathered earlier for some other purpose. These are the data that have been collected by
some other agency or user.
In a study, data are collected by the researcher with the help of questionnaire.
Here researcher has done the census survey and the population size is 50.
Result:
Interpretation: 48% of the respondents are Strongly Agree and 40% of the respondents
are Agree that they feel prestigious while working with Westside.
Q2: My organization’s values and culture provide a good gift with the things that I
value in life.
Purpose: Whether employee is provided such value and culture in the organization or
not.
Result:
Interpretation: 24% of the respondents are Strongly Agree and 48% of respondents are
Agree that they are being provided with the value and culture that they
value in life.
Q3: I was told about all the positive and negative aspect of job before being employed.
Purpose: Whether the organization has disclosed all the aspects of job or not.
Result:
Q4: My job has pretty much turned out to be what I expected it would be like.
Result:
Result:
Q6: Right now, staying with my organization is a matter of necessity as much as desire.
Purpose: To know that employee staying with the organization is a necessity or desire.
Result:
Purpose: Whether employee feels insult, when anyone criticizes Westside or not.
Result:
Interpretation: 46% of the respondents are Agree that they feel personal insult when
anyone criticizes Westside and 36% of the respondents are Strongly
Agree.
Result:
Strongly Agr Neither Agree Nor Disag Strongly
Agree ee Disagree ree Disagree
0 0 9 24 17
Interpretation: 48% of the respondents are Disagree with the statement that
organization shows little concern to them while 34% of the
respondents are Strongly Disagree with the statement.
Result:
Result:
Result:
Result:
Q13: Gets the group to work together for the same goal.
Purpose: Whether they are being grouped for the same goal or not.
Result:
Purpose: Whether the enterprise develops the team spirit and tem attitude among the
employees.
Result:
Result:
Result:
Purpose: To know whether an enterprise commends its employees when they perform
better than average job.
Result:
Result:
Purpose: Whether the employees are satisfied with their life or not.
Result:
Result:
Result:
Result:
Attributes Score
Promotion and advancement 4.94
High Pay 4.86
Pay based on my current level of performance 4.98
Competitive employment benefits 4.88
Training 4.82
Opportunities for career development 4.96
A satisfying job 5
Sufficient authority and responsibility 4.8
The opportunity to have an appropriate balance 5
between work and home life
Interpretation: The mean value of…
• Promotion and Advancement is 4.94.
• Balance between work and life, and satisfying job is 5.
• Pay based on Current level job is 4.98.
Result:
Attributes Score
Promotion and advancement 4.86
High Pay 3.94
Pay based on my current level of performance 4.7
Competitive employment benefits 3.68
Training 4.92
Opportunities for career development 4.82
A satisfying job 4.32
Sufficient authority and responsibility 3.44
The opportunity to have an appropriate balance 3.66
between work and home life
Interpretation: The mean value of…
• Promotion and Advancement is 4.94.
• Balance between work and life, and satisfying job is 5.
• Pay based on Current level job is 4.98.
Findings
• 88% of the respondents think that Westside is considered one of the prestigious
enterprise.
• 72% of the respondents think that the things they value in life that are provided
by the values and culture of an enterprise.
• 100% of the respondents think that an enterprise has disclosed all the positive
and negative aspects of the job before being employed.
• 86% of the respondents are having a same opinion that their job has pretty much
turned out to be what they expected it would like.
• 82% of the respondents do not feel like ‘part of the family’ in an enterprise.
• 82% of the respondents feel personal insult when anyone criticizes Westside.
• 80% of the respondents are agree that an enterprise develops team spirit and
attitude among them.
• 52% of the respondents are having same opinion that an enterprise commends
them when they do a better than average job.
• 86% of the respondents never feel stressed at work, while 10% of the
respondents feel the stress at work.
Conclusions
• The mean value of obligations expected is 4.92 and obligations fulfill is 4.26.
Finally, Westside fulfills most of the psychological obligations of the employees.
• Male considers Westside as low brand compared to female, the mean value is
3.5 and 3.6 respectively, where there is a minor difference.
7.) Bibliography
Websites:
• www.wikipedia.org
• www.mywestside.com
• www.indianmba.com
• www.naukrihub.com
• www.brandxpress.net
Books:
8.) Annexure
Survey on Employer Branding
I, Jatin Gupta, student of BPIBS, here by request you
to fill up this questionnaire. The information provided by you
will be kept strictly confidential and will be used for academic
purpose only.
Note:
No. Statement 1 2 3 4 5
13. Gets the group to work together for the same goal
Designation : _____________________________________
Gender : _________
Age : ______