Report on the supply chain management of SS Mart Limited

Business Logistics

A report on

Supply Chain Management of SS Mart Limited

By

BOSON PARTICLE

UNIVERSITY OF DHAKAFACULTY OF BUSINESS STUDIESDEPARTMENT OF MARKETINGBatch 16th

19 May, 2013

Submitted to,Anowarul HossainAssistant ProfessorDepartment of MarketingFaculty of Business StudiesUniversity of Dhaka

Submitted by,Group name: Boson ParticleSec: B16th batchB.B.A Program Department of MarketingFaculty of Business StudiesUniversity of Dhaka

Name of Members Roll no.

Anick Sharkar32

Md. Aminul islam74

Md. Hedayet Ullah 120

Hasan Mahmud 142

S.M. Tawhidul Alam 148

Shaikh Shanawaz Siddique182

Group Detail

19 May, 2013

The Faculty,Anowarul HossainAssistant ProfessorDepartment of Marketing,Faculty of Business Studies,University of DhakaDhaka-1000

Subject: Submission of Report.

Sir,

We forward herewith the report and document about Supply Chain Management of SS Mart Limited for our course no: 413 named Business Logistics.

We look forward to receiving any comments that you may have in relation to the above.

Thank you for your attention.

Yours sincerely,

Group name:Boson ParticleAcknowledgement

We take immense pleasure in thanking our faculty, Anowarul Hossain, Assistant Professor, Department of Marketing for having permitted us to submit the report.

Finally, yet importantly, we would like to express our heartfelt thanks to our beloved parents for their blessings, our friends and classmates for their help and wishes for the successful completion of this report.

Executive Summary

The retail chain superstores have introduced a new way to shop. The superstores are open from 9 am to 8 pm every day. Rush of customers is experienced in the morning and evening. SS Mart superstores are currently focused in food retailing, ranging from a wide variety of fresh vegetable, fruits, meat and fish to grocery, bakery, dairy, personal care and household products. SS Mart provides its customers with guaranteed quality and freshness. So if you need to do some quality shopping, you can do it in SS Mart superstores in confidence. Most of the employees of SS Mart are young and well-educated, some with Masters and MBA degrees.SS Mart superstores are currently focused in food retailing, ranging from a wide variety of fresh vegetable, fruits, meat and fish to grocery, bakery, dairy, personal and household products. SS Mart provides its customers with guaranteed quality and freshness. It carries more than 30,000 varieties of products and has plans to expand its product portfolio to carry other ranges of consumer products in the coming years. It aims at building a chain of more than 40 superstores by year 2010. SS Mart has been the venue of launching of Thai products. Over 8 million have purchased products at SS Mart since the opening of SS Mart's fist superstore, with 2,000 customers using the SS Marts every day on an average. Customers prefer using both cash and credit cards. SS Mart constantly launches attractive promotions like Bazimat, Value Week or Super Value Offer or Diamond Ring Offer.

Table of Contents

ChapterSL NoTOPICPage Number

PART 1

1.1Origin of the Report

1.2History of SS Mart Limited

1.3Objective of SS Mart Limited

PART 2

2.Research Methodology

2.1Methodology of the Study

2.2Rational of the Study

2.3Objective of the Study

2.4Purpose of the Study

2.5Data Collection

2.5.1Primary Data

2.5.2Secondary Data

2.5.3Collection Procedure of Data

2.6Limitations of the Study

PART 3

3.Profile of SS Mart

3.1.1.Organ gram of SS Mart

3.1.2SS Mart Beliefs

3.1.3SS Mart Brand Promise

3.1.4SS Mart Aspiration

3.1.5SS Mart Quality Policy

3.1.6SS Mart Values

3.2Functions of SS Mart

3.2.1Human Resources Departments

3.2.2Procurement Departments

3.2.3Marketing Departments

3.2.43.33.43.4.13.4.2

3.4.33.53.63.73.83.93.103.11

Finance DepartmentsMerchandise offeringsSupply Chain ProcedureSupply Chain of 6 specific productsDrivers of Supply Chain performance

Cost and profit in each supply Chain StagesRetailing StrategyTarget MarketWant to AchieveDesired Tone and MannerRequired Communication MessageLocation SelectionCompetitive Advantages of SS Mart

Part 4

4.1 Exclusive Value Week

4.2 Diamond Ring offer at SS Mart

4.3

Comparative Analysis SS Mart vs. Meenabazar

4.4SWOT ANALYSIS

Part5

5.1.Recommendations

5.1.1Some General Solution for Improving the Service Quality

Part6Conclusion

Part7References

Part8Appendix Sample Question and SS Mart Products Picture.

1.1 Origin of the report

This report is originated as a partial part of the Business Logistics department of Marketing, Faculty of Business Studies,. This report has helped us to match our theoretical knowledge ORIGIN OF THE REPORT with practical understanding. As the student of Department of Marketing, we were provided with the topic supply Chain management of SS Mart Limited the report titled supply Chain management of SS Mart Limited will be submitted to Anowarul Hossain,Faculty, Department of Marketing, University of Dhaka.

We have acquired knowledge about changing of business pattern and why the demand of retail business is increasing in the worldwide; however, we have introduced with this type of business pattern and gathered the practical knowledge & information going through this report. By going through this report, we got an opportunity to develop and implement our knowledge and findings so that we can become as a perfect knowledge oriented BBA graduate.

1.3 Objectives of SS Mart Limited:

SS Mart a new way to shop, Bangladeshs first definitive Supermarket chain which is a unique example of multi-disciplinary expertise. SS Mart is one of the earliest innovators of supermarket concept in Bangladesh. Before coming supermarket concept in Bangladesh, people were use to traditional shopping in the kacha bazzar and like to bargain with the retailers and also they became happy and proud if they could get the best thing after all the hassles. However, the time poor society does not enough time to roam around the kacha bazzar and does not that much energy to do bargain. So, they are welcoming the concept of super market to save their time and get the best service that is convenient for them.The SS Mart concept is based on similar examples in Sri Lanka and the Philippines where within relatively short period of their creation, the environmental condition of the localized unorganized retail operation in katcha bazzar rapidly improved. To offer a clean, healthy and a friendly environment to customers for shopping. To give customers confidence and establish an environment of trust. Offer better range of quality products. Establish rational prices. Encourage products standard and quality products, or better prices. Improve product packaging and presentation. Contribute improving living standards. Total commitment to the needs of customers Permanent improvement of all the employees knowledge and skills.

2.1Methodology of the StudyThis report tries to evaluate the recent trend in the retail culture of the market, retailing strategy, distribution pattern, retailing mix, financing, Sustainable competitive advantage, activities and services and some other affairs. Before going into the depth of the study, conceptual structure was visualized under which the whole report is conducted. Preparing a report about the super market (SS Mart) is a complicated and difficult task and no single method is appropriate, that is why I have to follow several methods to prepare the report. For this reason, I have followed a number of procedures to prepare a meaningful report.2.2Rational of the StudyThe rationality of this Study is to determine the importance about the marketing section and business strategy of superstore industry. It also helps us to understand about the feelings towards our superstore industry of the foreign customers. I would also learn about the foreign customers when, why and what are their expectations from our superstore industry.2.3Objective of the StudyAs stated earlier I have two issues to find out. I want to determine the awareness level of SS Marts potential customer and at the same time identify the satisfaction level of the existing customer. There might be one single reason or there might be multiple reasons. My objective of the research is to determine the reasons and help the management to make decisions.The subsequent objectives will be to find out the following queries: - To determine the awareness status of SS Mart Customer in relation to its exclusiveFeatures to the potential customers. To evaluate the present promotional strategy of SS Mart. To find out the satisfaction level of SS Mart Customer. To identify what kind of promotional strategy and activity will solidify SS MartCustomer base in the market.

2.4Purpose of the StudyAs a marketing student I got the opportunity to get the insight of present retail market I know the present growth of retail market, it would help us to forecast the future market and accordingly I would introduce the new features to the target customers .for an example, I would adopt the local franchisee procedure rather than take the risk of setting up own retail store. This would help us to minimize risk in terms of goodwill.2.5 Data CollectionThe report covers two types of data; which are-2.5.1Primary DataI have acquired the primary data from the sales personnel and the internet search.2.5.2 Secondary DataBy the observation and questioner survey, I have gathered the secondary data.2.5.3Collection Procedure of DataFor preparing the report, I have used various methods. These methods are being discussed in the following pages. DiscussionsI became knowledgeable through discussion with one of the sales personnel of SS Mart for several times, which make the report a full-fledged one. It is a primary source of collecting data. Internet SearchI also got some primary information surfing through the net. Questioner Survey I have occupied a half of the Friday for questionnaire survey to the consumers who came to shop within that particular time; which is a secondary source of data.

2.6Limitations of the StudyThe report is not free from practical limitations. To make this report on SS Mart (Dhanmondi) is a big task. we made this report based on our observation and questionnaire survey, which were not enough to fulfill our survey objective. The first limitation of the report was time allocation for the report. And finally SS Mart has no website.

3.1 Profile of SS Mart Limited3.1.1 Organ gram of SS Mart Limited:

SS Mart Outlets Project TeamAudit Team F and A DeptITDeptHR and Admin DeptMarketing DeptProcurement deptDeptExecutive Operations Audit Mgr Finance and Accounting MgrITMgrProject Mgr HR and Admin MgrMarketing MgrProcurement MgrOperations Mgr

3.1.2SS Mart BeliefsRanging from automotive aftermarket products, energy and power solutions, to a world class retail chain the committed team at SS Mart is committed to ensuring best in class quality standards and living the Groups four core values Integrity, Excellence, Customer Delight and Innovation.3.1.3 SS Mart Brand PromiseSS Mart promises a caring, trustworthy and friendly environment for day - to - day food and household needs assuring you peace of mind at the right price, weight, quality, freshness, hygiene and genuine value for money for your family under one roof.3.1.4SS Mart AspirationWe want to be the most admired and trusted organization through excelling in everything we do, following ethical business practices, and adding value to our stakeholders.3.1.5SS Mart Quality PolicyWe are totally committed to customer delight through operational excellence, innovation and continual improvement of quality.3.1.6SS Mart Values Integrity in All Our Dealings Excellence in Everything we Do Total Commitment to Customer Satisfaction Thinking Ahead and Taking new Initiatives Team Speed Fun Laughing Constant Skill Development

3.2 Functions of SS Mart Limited: SS Mart places a high value on human resource development and the contributions made by its employees. They preserve to maintain a productive and harmonious working environment in the whole organization. SS Mart always continues with its efforts to improve the efficiency of its employees and align them to the right positions with well-defined responsibilities. In order to cope up with the dynamic nature of the companys business, initiatives are always taken to restructure and recognize the companys existing set up. It always evolves standardized management systems and procedures across functional divisions, focusing in particular, on the effective integration and assimilation of all the organizational units. SS Mart also has various departments. These are: Human resources Departments, Procurement Departments, Marketing Departments, IT Departments, Finance and Accounting Departments and Project Department.

3.2.1 Human Resources DepartmentsHuman resource department is responsible for the recruitment and training of the employees of the company. They also monitor the performance and handle the promotion and salary related matters. Recruitment and Selection Process in SS MartRecruitment is the process through which the organization seeks applicants for potential employment. Selection refers to the process by which it attempts to identify applicants with the necessary knowledge, skills, abilities and other characteristics that will help the company achieve its goals, companies engaging in different strategies need different types and numbers of employees. The strategy a company is pursuing will have a direct impact on the types of employees that it seeks to recruit and selection. Source of Recruitment There are two kinds of source SS Mart uses for recruitment .They are 1. Internal source.2. External source

1. Internal SourceSS Mart thinks that current employees are a major source of recruits for all but entry-level positions. Whether for promotions or for Lateral job transfers, internal candidates already know the informal organization and have detailed information about its formal policies and procedures. Promotions and transfer are typically decided by operating managers with little involvement by HR department.2. External Source When job opening cannot be filled internally, the HR department of SS Mart must look outside the organization for applicants. Training and Development Program of SS Mart

Training is a process of learning a sequence of programmed behavior. It is application of knowledge. It gives people an awareness of the rules procedures to guide their behavior. It attempts to improve their performance on the current job or prepare them for an intended job. Development is a related process. It covers not only those activities which improve job performance but also those which bring growth of the personality; help individuals to the progress towards maturity and actualization of their potential capacities so that they become not only good employees but better men and women. In organizational terms, it is intended to equip person to earn promotion and hold greater responsibility.

On the Job TrainingOn the job training is a training that shows the employee how to perform the job and allows him or her to do it under the trainers supervision on the job training is normally given by a senior employee or a manager. The employee is shown how to perform the job and allowed to do it under the trainers supervision. Classroom Training Classroom training is conducted off the job and probably the most familiar training method .It is an effective means of imparting information quickly to large groups with limited or no knowledge of subject being presented. It is useful for teaching factual material, concepts principle other theories .portion of orientation programs, some expects of apprenticeship training and safety programs are usually presented utilizing some form of classroom instruction. More frequently however, classroom instruction is used for technical, professional and managerial employee Development of the Human ResourcesThe long term development of human resources as distinct from training for a specific job is of growing concern to HR departments of SS Mart .Throw the development of current employees the department reduces the companys dependents on haring new workers .if employees are developed properly the job openings found throw HR planning are more likely to be filled internally promotions and transfers also show employees that they have a career not just a job. The employee benefits from increased continuity in operations and from employees who fail a greater commitment. HR department is also an effective way to meets several challenges including employee obsolescence, international and domestic diversity, technical challenges. Affirmative action and employee turn over. By meeting these challenges the department can, maintain an effective workforce. HR Practices of SS Mart Recruitment Training Performance Management Labor relation Employee relation Job analysis Job design Selection Development Incentives Benefits Employee RelationEmployers and employees each have their own sets of needs and values, and successful relationship between these two sides requires that some sort of balance be struck. This balance often takes the form of a psychological contract, an understood agreement between employer and employees that defines the work relationship. This contract with or without support of a formal collective bargaining, agreement influence the outcome achieve by each side.SS Mart has the various into three channel categories those are1. Employee safety2. Employee health3. Employee working condition

1. Employee SafetySS Mart provides the employee safety .It ensure the all kinds of job safety such as insurance of each employee not this it provide insurance to the labor.

2. Employee HealthFree medical checkup, provide health card and also provide necessary medical facilities for each employee.3. Employee working conditionThe working condition of employee is very hygienic

Workers CompensationWorkers compensation is a legally required benefit is included in the compulsory disability laws of many countries. Mostly, employer is seen liable regardless of the fault.

Objectives of Workers Compensation Provide income & medical benefits Reduce litigation Eliminate legal fees & time Encourage employer safety Promote accident study & avoidance

Workers Compensation Claims Injury Occupational disease Death

Pay for time not worked Holidays Vacations Marriage leave Sick leave Stress leave Personal leave Administration Department SS Mart has also an administration department. This department looks after companys day-to-day affairs. It also appoints employees, fix salaries, and make rules and regulations. On the other hand, the department also works about factory compliances issues, management disciplinary action matters.

3.2.2Procurement DepartmentsSS Mart has a procurement department. This department directly supervises the procurement process. Quality Control DepartmentSS Mart superstore ltd has quality control team who closely supervise the product quality, product weight, product expire date, product manufacture country etc. Quality control team also helps, to reduce the problems of the product quality and they take necessary steps to solve the problems.

3.2.3Marketing DepartmentsThe duty of marketing department is to communicate with buyers and also aware about buyer requirement. Marketing strategy is always focused to meet the target price offered by the customer. Brand and A&P denotes to brand and advertising & promotion. This unit deals with the overall brand management and promotion activities of the company. The unit covers both outdoor (billboards, road-overhead etc) media and indoor (print & electronic) media. This unit is also responsible for communicating with the advertising agencies, since SS Mart does not have any in-house agency. Each unit has a unit-head who reports to the head of Marketing.

3.2.4Finance DepartmentsFinancial division has five units dealing with financial matters of the company. Accounts PayableThis unit keeps track on the accounts payable of the company. Accounts ReceivableThis unit keeps track on the accounts receivables of the company while preparing the balance sheet. As SS Mart Superstore Ltd. is a large company with thousands of financial transactions every day, a unit to keep track on the accounts is necessary. Core AccountCore account is an important unit of the finance division dealing with the budget and fixed assets. The annual budget of various departments is prepared under the close observation of this unit.

Revenue AssuranceRevenue assurance unit consists of revenue assurance and fraud management. Revenue assurance monitors the transactions and assures full protection of the finances. On the other hand, fraud management protects the fraudulences take place in the daily transactions.

TaxationTaxation unit takes care of the tax, VAT of the company.

3.3 Merchandise Offerings: SS Mart supermarket is poised to vend in excess of 20,000 varieties of essential commodities, produce edibles, spice, grocery, toiletries and other household necessities including: Vegetables Fish Fruits (local & foreign) Meat Daily products Confectionery Households Fast-food Grocery Cosmetics Beverage Bakery. Canned & Packed groceryThe project strategic aim, to source in bulk quantities from the producers or manufacturers of products, thereby reducing distribution layers. Traditionally, such practice brings about organization within the industry, and essential commodities, edibles and groceries account for the significant portion of the food industry which in turn is the largest contributor to the broad retailing industry, establishment of the chain of supermarket would have a significant impact on the entire retailing industry in Bangladesh.

3.4 Supply Chain Procedure: 3.4.1 Supply Chain of six specific types of product: Rice Fish Meat Potato Tomato Egg

Supply chain stages of Rice:

SS Mart storeCustomersSS MartWholesalersFarmersSupplier of Cow, Goat and Chicken

SS Mart storeCustomersWholesalersFisherman Supply chain stages of Fish:

SS MartSS MartSS Mart storeCustomers Supply chain stages of Meat:

Supply chain stages of potato:

SS MartCustomersSS Mart storeWholesalersFarmersSS MartCustomersSS Mart storeWholesalersFarmersCustomersSS Mart storeSS MartDairy firm

Supply chain stages of tomato:

Supply chain stages of egg:

3.4.2 Drivers of Supply Chain Performance at SS Mart: 1. Facilities: facilities are the actual physical locations in the supply chain network where product is stored, assembled, or fabricated.SS Mart Limited maintains a fair facilities or warehousing systems. Their facilities or warehousing systems are mainly in the underground based. So that they can easily cover their necessary goods in a short period of time. By using these facilities systems, they can easily increase their level of responsiveness.

2. Inventory: Inventory encompasses all raw materials, work in process, and finished goods within a supply chain. SS Mart Limited maintains a good inventory method so that they can easily change their inventory policy.SS Mart Limited normally socks their goods minimum 10 months to maximum 20 months so that they reserve their goods properly. As a result, SS Mart is very responsive but carries low levels of inventory.

3. Transportation: Transportation entails moving inventory from point to point in the supply chain. It can take the forms of many combinations of modes and routes, each with its own performance characteristics. For Different types of product, SS Mart uses different modes of transportation. For example, SS mart uses their delivery van to transport their rice, vegetables, and dairy items. They uses these so that the transported goods be kept in safe.

4. Information: Information consists of data and analyzing concerning facilities, inventory, transportation, costs, and customers trough out the supply chain. It is potentially the biggest driver of performance in the supply chain because it directly affects each of the other drivers. This driver of SS Mart is mainly based on market survey. Because SS mart collects all the information by conducting the market survey.

5. Sourcing: Sourcing is the choice of who will perform a particular supply chain activity such as production, storage, transportation or the management of information. SS mart maintains some specific policies to maintain this driver but unfortunately these was confidential so that we were not able to collect that.

6. Pricing: Pricing determines how much a firm will charge for goods and service that it makes available in the supply chain. Pricing affects the behavior of the buyer of the goods or service, thus affecting supply chain performance.SS Mart generally maintains some of the pricing strategies to determine the price of the goods and service that they normally provides. For determining the price, They maintain cost based and competition oriented pricing.

3.4.3 Cost and profit in each supply Chain Stages:typesFarmerWholesaler SS martCustomer

Minicat(KG)40444650.90

Polaw(KG)103112116120

Nazirshail(KG)40.544.324750.90

Cost of Rice in each stage of supply chain: Profit of rice in each stages of supply chain: typesWholesaler SS mart

Minicat(KG)2.004.90

Polaw(KG)4.004.00

Nazirshail(KG)2.683.90

Cost of potato in each stage of supply chain:typesFarmerWholesaler SS martCustomer

potato(KG)08111315

Profit of potato in each stage of supply chain:typesWholesaler SS mart

Potato(KG)2.002.00

typesFarmerWholesaler SS martCustomer

potato(KG)15252730

Cost of tomato in each stage of supply chain:

Profit of tomato in each stage of supply chain:typesWholesaler SS mart

Potato(KG)2.003.00

Cost of egg in each stage of supply chain:typesFarmerWholesaler SS martCustomer

Egg(dozen)98100103105

Profit of egg in each stage of supply chain:typesWholesaler SS mart

Egg(dozen)3.002.00

Cost of meat in each stage of supply chain:typessupplierSS martCustomer

Firm chicken(KG)(skinless)262270280

beef260267275

mutton360375390

Cost of meat in each stage of supply chain:typesWholesaler SS mart

chicken(KG)(skinless)8.0010.00

beef(KG)7.008.00

mutton(KG)15.0025.00

3.5Retailing Strategy To offer a clean, healthy and a friendly environment to customers for shopping. To give customers confidence and establish an environment of trust. Offer better range of quality products. Establish rational prices. Encourage products standard and quality products, or better prices. Improve product packaging and presentation. Contribute improving living standards.

3.6Target MarketThrough the Dhanmondi outlet, the above quality perception was appropriate enough. As our targeted segments was more concern about quality rather than price. Our communication strategy needs to be revised and more fine. The demographic and buying behavior is notably different than the older two outlets. The customers who purchase within these areas perceive price more important than quality.Therefore our target audiences comprise of both price and quality sensitive segments. Any communication campaign should target or segment the audiences based on: Need Based Every member of a house (husband, wife, children and maids) Income Based Upper class to middle class who purchase over 200 taka each visit Location Based Outlets are located at different localities with different incomes and buying behaviors. Decision Maker Influential members of the family who make shopping decisions.

3.7Want to Achieve To strengthen the brand image among the targeted audience segment based on income and need consistent with our brand promise. Popularize the brand name among general population so that they perceive the SS Mart brand name just as they perceive some others strong brand name. To build strong motivation so that customers perceive quality as first purchasing criteria.

3.8Desired Tone and MannerThe communication effort/campaign should be: Informative about what we offer and promise. Direct in message delivery to our targeted audiences. Should reflect our brand promise openly. Consistent with our activities.

3.9Required Communication Message

We want our consumers to make a majority of their perishables, grocery and household bazaar (purchases) from SS Mart and to the local and exclusive imported superior quality products available at SS Mart. The prices of local products are in line with the open market, while the quality is superior and meet the legal standards and this should be another reason for our consumers to prefer us. In a word, the communication message should spell out the SS Mart brand promise in clear tone.3.10Location SelectionThree most important things in retailing is location, location, location.SS Mart has put their stores at the best location of interaction. It conquers one area of the city at a time and then expands in the region, saturating a major market before entering a new market.

3.11Competitive Advantages of SS Mart Everything is fresh Fixed price recommended by the suppliers. All the daily necessaries under one roof. All guaranteed products Standard quality product Comprised billing Computerized inventory management Total customer care. SS Mart is covering all essential commodities, edibles, groceries and other daily household requirements including toiletries and all daily necessities. The project's strategic aim to source in bulk quantities from the producers or manufacturers of products, thereby reducing distribution layers. Traditionally, such practice brings about organization within the industry, and essential commodities, edibles and groceries account for the significant portion of the food industry which in turn is the largest contributor to the broad retailing industry, establishment of the chain of supermarket would have a significant impact on the entire retailing industry in Bangladesh.

4.1 Exclusive value week:

EID MUBARAKAre you looking for Tk 1, 00,000.00!!!!! LCD TV!!!! Home Theater!!! Gold Ring!! Or Digital Camera?

Shop over Tk 900 SS Mart (4 30 September) and win what you want.

Dear Concern, Assalamu AlaikumPlease find bellow the promotional detail of SS Mart EID UTSHAB

Lucky Coupon OfferDuration: 4 30 September, 2012Outlet: All Outlets Offer: Shop over Tk 900 and win Tk. One Lac, LCD TV, Home Theater, Digital Camera.Gold ring and many other exciting prizes.Draw: at DM on 3 October at 11 am

Supplier Driven Promotion:Duration: 4 17 September 10121. Save tk 150 at 5 liter and tk 60 at 2 liter Coroli Sunflower oil2. Buy one Royalty Chocolate and get one FREE3. T Shirt Free with La Spagnola Vegetable oil 4. Buy HRC Claavdon Tea 400/200 gm and wine Sprint Mobile phone, 500 tk ...5. Save tk 10 at 500/400 gm Starship milk powder6. Save tk 90 at 5 liter and tk 30 at 2 liter Orkide Sunflower oil7. Save tk 6 20 at Marks milk powder8. Save tk 15 at Chabaa juice 9. Save tk 40 at Rekkit Benckiser special value pack10. Save tk 133 at Garnier Value pack11. Shop over tk 3000 at GS and gate 10% Discount at SAAJ( Garments and Fashion House)

Communication Plan1. Street Banner 200 pcs (120 pcs on 4 Sep, 40 pcs on 17 Sep, and 40 pcs on 24 Sep)2. Leaflet Distribution 100000 pcs ( 50000 pcs on 5 September and 50000 pcs on 10 September3. In store communication from 4 September.

4.2 Diamond Ring offer at SS MartDiamond Ring offer, a sales promotion campaign, has got underway at SS Mart. Under the offer, which will continue up to January 31, any customer purchasing products worth taka 750 from any SS Mart outlet will have the chance to win a diamond ring through raffle draw.SS Mart has launched the programme to make buying more attractive for customers.The customers will have the chance to win 200 more attractive gifts, including Nokia N 70 mobile phone, digital camera, ipod, DVD player and hair stainer, apart from diamond ring.Under the programme, the customer will get a raffle coupon for buying goods worth Tk 750 at any of the SS Mart outlets.

4.3 Comparative Analysis SS Mart vs. Meenabazar:Apart from the kacha bazaar we are considering Meenabazar as a competitor of SS Mart according to the site and location. Now we will check the competitive advantage provided by SS Mart against Meenabazar. In the following, we will provide a table of highest responses on ranking good given by the customers of Meenabazaar and SS Mart.QuestionsSS Mart (32)Meenabazar (32)

Distant/nearby from home66%75%

Difficult/easy Drive67%87%

Long/short time required to reach store69%71%

Difficult/easy to find car parking77%56%

Unpleasant/pleasant air temperature78%78%

Difficult/easy to maneuver69%65%

Difficult/ easy to find product69%68%

Dont/accept credit card87%56%

Kids do not/enjoy going to the store47%62%

Limited/wide selection78%56%

Few/numerous brand59%43%

Low/high quality product67%50%

High/low price34%34%

Salespeople are not/at all helpful87%75%

Salespeople are not/are enthusiastic63%71%

Interpretation: Since SS Mart and Meenabazar both are in the same trade area and targeting the same people, according to the data Meena bazaar is getting more customers than SS Mart because they are on the more convenience location. The data also show that Meena bazaar is taking advantage against SS Mart in terms of accessibility and visibility. Since Meenabazar is a strip Centre and cannot provide car parking due to the shortage of space SS Mart is taking advantage out of it because they are providing a car parking facility to the customers. In terms of giving convenience, they both are performing equally. Usage rate of credit card in SS Mart is higher than Meenabazar. Therefore, we can say that SS Marts customers are more sensitive regarding their security. SS Mart is charging high price buy giving the customers both breadth and depth of product as well as they are concern about the quality product but on the other hand Meenabazar is charging higher price without giving higher assortment and variety. So SS Mart is getting its competitive advantage over its nearest competitor. Both are having similar category of salespeople but Menabazar is having more enthusiastic salespeople regarding knowledge and skill.

4.4 SWOT Analysis:

SWOTINTERNALEXTERNALNEGATIVEPOSITIVE

The SWOT Matrix

A firm should not necessarily pursue the more lucrative opportunities. Rather, it may have a better chance at developing a competitive advantage by identifying a fit between the firm's strengths and upcoming opportunities. In some cases, the firm can overcome a weakness in order to prepare itself to pursue a compelling opportunity. To develop strategies that take into account the SWOT profile, a matrix of these factors can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below:

StrengthStrengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. Examples of such strengths include Brand Image Good reputation among customers. Good Location Assortment in case of wide selection of meat & chicken Convenience shopping Serving the consumers with fresh food. SS Mart has highly qualified managers, so they can easily take decisions for the company. They also have the opportunity to shift employees one to another that helps to solve urgent problems. On the other hand, it helps to reduce cost and time.

WeaknessThe absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses Less Cash Counter It takes longer time to check out Mistakes in billing. The management and stuffs dont get the enough transport facilities. The intern student cannot get the enough opportunity to build their career.There have a little job facilities for the employees and workers that create job dissatisfaction of the employees.

In some cases, a weakness may be the flip side of strength. Take the case in which a firm has a large amount of manufacturing capacity. While this capacity may be considered a strength that competitors do not share, it also may be a considered a weakness if the large investment in manufacturing capacity prevents the firm from reacting quickly to changes in the strategic environment.

Opportunities The external environmental analysis may reveal certain new opportunities for profit and growth. Some examples of such opportunities include Home delivery Can provide more variety Upcoming promotions Can increase more sustainable competitive advantage (like- maintain each customers database, more unique merchandizing, vendor relationship, more effective & committed employees etc.) For increasing the efficiency of the employees, it is easy to arrange on job and off job training.

ThreatsChanges in the external environmental also may present threats to the firm. Some examples of such threats include Cannot fulfill the customer needs in terms of leafy vegetable then Katcha Bazaar. Since it is situated in under stored trade area it might face threats in future if a newRetail grocery outlet comes up very close to it. Price sensitive with respect to Katcha bazaar

5.1 Recommedations:

Developing Effective Promotional StrategyTo create more awareness among the potential customers, SS Mart must go for effective communication strategy. People in these days appreciate heavy promotional activities because the crazy marketer like Nondon has spoiled the market with their aggressive marketing strategy through huge advertisements & promotions to sell their products. Creating Special Customer Care Desk for Gulshon SS Mart As Gulshan SS Mart customer has been designed targeting the elite group of people of our society, there should be a special customer care desk for the Gulshan SS Mart customer only to ensure fluent service for the customers. It will also help to improve the companys image as the self-employed professionals met so many other people on a daily basis and they can do the viral marketing when they are really happy with the service. Improve Working EnvironmentTo solve this particular problem SS Mart does have a space for the customer handling purpose. But, a big space is required and SS Mart can utilize by taking another floor into the customer handling division. This solution will increase the customer satisfaction because customers will make them comfort there and face a less hassle for different purposes like: placing complain or filling the application form or billing. Eliminate Extreme Centralized ManagementThe company should make their structure decentralized rather having a centralized structure. Because a decentralized structure always symbolizes the quality. Being a service provider company SS Mart should also employ a decentralized structure that can increase the job ownership of the employees, and they will be highly motivated to deal with the customized services. And its very much clear to all that with a happy workforce any company can able to satisfy their external customers.

Front Desk Employees SS Mart can identify this particular problem as a major problem or threat to their existence. So they must undertake training program to increase the front-desk employees communication skill and to deliver services with emotional labor. Like, smiling while providing the services, or short but effective complement to the customers, like: looking great or fit, again some chatting about the whether or the recent news, topic, idea etc. again this company can increase the payment scale a bit that is well matched and judged with the salary range of the corporation. Again, SS Mart must adopt the concept of performance based promotion, designed especially for the front desk employees as they are in the position to provide the actual customer service, which is a necessary for the core service of the SS Mart. Moreover the management can also motivate them by appraisal of their works in front of the other employees and customers. In this context, what SS Mart is to do is to make the employee responsible for the work he/she does and give him/her a certain degree of ownership depending on the importance of the job or position? Customer Facilities This company can provide a secured parking lot to the customers, so that customers become tension free about their vehicles and take part in the co-service with the front desk employees. Again increase in the number of elevators will add a value to the company image and perceived quality. Again it is a basic requirement for the customers and the employees to be provided with hygienic restrooms. So the company can improve the physical environment of the organization and increase the satisfaction of both the internal and external customers.

5.1.1 Some General Solution for Improving the Service QualityAdopt Relationship Marketing strategies: SS Mart can also improve image by building good relationship with their customers. Their goal should be to get customers, satisfy them, retain them and finally enhancing customers.

Enhancing Retaining Satisfying Getting

Fig: Goals of relationship marketing

Adopt Customer-Retaining StrategiesSince SS Mart is struggling hard among its competitors; it should take strategies to retain existing customers. Among its 4 levels of retention strategies, SS Mart should focus more on level 1 & 2 that is financial bond and social bonds. Volume and frequency rewards, bundling, stable pricing could strengthen financial bonds and social bonds among customers and personal relationship and continuous relationship could help social bonds.

Customer satisfaction Employee LoyaltyQuality ServicesCustomer Retention & Increased ProfitsFig: Customer RetentionBetter Service recovery SS Mart should really concentrate on their service recovery system where they fail the most. They should welcome complaints warmly and act quickly to it. Learning from lost customers can be a weapon for them to retain customers.

Act QuicklyWelcome and Encourage ComplaintsFail Safe the ServiceTreat Customer FairlyLearn Form Recovery ExperiencesLearn From Lost CustomersServiceRecoveryStrategiesFig: Service Recovery Strategy

Employees Role in Service DeliveryEmployees play an important role in service delivery. In order to ensure a good labor force to serve and also to close gap 3, some strategies can be adopted. In SS Mart, they should focus on training the employees for interactive skills, empower employees and promote teamwork. They can also include employees in the companys vision and reward strong performers to ensure superior service quality.

Customers Role in Service DeliveryCustomers participation in inevitable in service delivery. They are the productive resource and act as the contributors to service quality and satisfaction. In order to enhance customer participation, SS Mart can adopt several strategies. They can define customer jobs through proper advertising. Educating and rewarding customers are vital for solving SS Marts current problems. They also have to manage customer mix properly to ensure effective customer participation.

In Bangladesh, the retail culture is getting to be influenced by the US culture. Many other opportunities have been derived out of the present situation. In addition, Bangladesh has a good prospect to do well in retailing because retailing involves lesser risk than manufacturing. We also need time to have a complete infrastructure for practicing retail culture like other foreign countries.

SS Mart offers more than 20,000products. SS Mart serves customers from 09 am to 08 pm seven days a week throughout the year. Although sales have grown 20 percent over the years yet SS Mart is still not a profitable organization, as unorganized supply chains of many food commodities have kept all organized retailers in difficulty. Ultimate Aspiration of RSL is to consistently provide SUPREME SOPHISTICATED shopping experience through a business that improves the QUALITY of LIFE for customers and team members.

REFERENCES:1. Philip Kotler and Gray Armstrong, Principles of Marketing, 10th Edition, Pearson (Prentice Hall)2. Leon G. Schiffman and Leslie Lazar Kanuk, Consumer Behavior, 8th Edition, Prentice hall of India.3. Valarie A.Zeithaml, Mari Jo bitner, Dwayne D. Gremler, SERVICE MARKETING, Press TATA Mc GRAW Hill, Printed in Singapore, International Edition 2006.4. Zikmund, William G, Business Research Methods, 7th edition. Thomson Learning Inc. 2003.5. Naresh K. Malhotra, Marketing Research, Published by Prentice Hall of India, Connaught Circus, New Delhi-110001, Publication Year-20076. Philip Kotler , Gary Armstrong, Principles of Marketing (Hardcover), Publisher, Prentice Hall, College Division 8th edition (August 3, 1998)7. Decenzo, Robbins, Human Resource Management, Published- Copyright@1999 Exclusive rights by John Wiley & Sons (Asia) Private. Ltd. Permission Department, John Wiley & Sons Inc. 605, Third Avenue, New York, Sixth Edition8. Annual report of SS Mart Limited9. Md. Hossain Sharif Robin,Manager(In Charge),Dhanmondi branch, Contact- 01921365638

Questionnaire on Customer Satisfaction

This is a survey to make a comparative analysis among the major supermarket of Dhaka city on the basis of customer service perception. I would expect your honest and impartial participation to achieve an exclusive unbiased outcome. All the information will be used for academic purpose and kept under strict confidence.

Please go through the following text to know what the questionnaire is about and answer the following questions.

Please supply the following details about yourself and tick the appropriate boxes.

Age

15-25 26-35 36-45 46-55 56-65 65 and above

Education

Doctorate Postgraduate undergraduate H.S.C S.S.C below S.S.C.

Occupation

Student Service holder Business person Home maker

Approximate monthly income [in BDT]

Below 20000 20000- below 35000 35000- below 50000 50000- below 70000 Above 700000

Marital Status

Single Married

I am a customer of the _ _ _ _ _ _ _ _ _ _ _ Super Shop for

0-1year 1 to less than 2 year 2 to less than 3 year 3 year to less than 4 year 4year to less than 5 year 5 year to less than 6 year More than 6 years

Please select the degree of satisfaction for each of the following(1.very poor 5.superior)

12345

1.1Swiftness in delivering the ordered products

1.2Quality of the products

1.3Skills of the employees

1.4Quality of the services provided

1.5Easiness to find out the right product

1.6The use of automated billing system

1.7Responding to your needs

1.8Quality of cooperation with our staff

1.9Customer support service provided

1.10Behavior of the sales staff

Please mark whether one the following have incurred during your purchases from _ _ _ _ _ _ _ _ YESNONumber of Occurrences

2.1Delay in deliverables?

2.2Have not found high priority items?

2.3Look like a junk store?

2.4Delayed response to your call?

2.5Improper behavior by one of our employees?

2.6Communication difficulties with the staff in charge?

2.7Lack of required information?

2.8Other? (Please Specify)

Please put tick mark for each statement in appropriate box where 1-strongly disagree, 2- Disagree, 3- Neutral, 4 Agree, 5- Strongly Agree

12345

VariablesStrongly DisagreeDisagreeNeutralAgreeStrongly Agree

1Purchase from _ _ _ _ _ _ _ _ _ _ _ improve the customer status

2When this store promises to do something by a certain time, it does so

3When a customer has a problem, this store shows a sincere interest in solving it.

4Store hours are convenient for my shopping needs.

5Store atmosphere and decoration are appealing

6A good selection of products was present

7(Store) has the lowest prices in the area.

8Merchandise sold is of the highest quality

9The merchandise sold is a good value for the money.

10Merchandise displays are attractive

11Advertised merchandise was in stock.

12the quality of their products is up to the standard

13The price that they charge is reasonable

14Purchase from other super shop will incur high switching cost

15Lowest lead time after online order placement

16The range of the products of _ _ _ _ _ _ _ _ _ _ _ is diversified

17Employees in this store give prompt service to customers

18Employees in this store are never too busy to respond to customer's requests

19Employees of this store are able to handle customer complaints directly and immediately

20This store gives customers individual attention

21Employees in this store are consistently courteous with customers

22This store willingly handles returns and exchanges

23The physical facilities at this store are visually appealing.

24Materials associated with this store's service (such as shopping bags, catalogs, or statements) are visually appealing

25The employees appear neat

26Customers feel safe in their transactions with this store

27This store insists on error-free sales transactions and records.

28Customers have no risk to deceived

29All the workers in _ _ _ _ _ _ _ _ _ _ _ properly trained

30anti-adulteration campaign performed by _ _ _ _ _ _ _ _ _ _ _ will build up trust

31Stores are conveniently located

32_ _ _ _ _ _ _ _ _ _ _ operates long hour a day

1-12 measured the quality and reliability of the service, 13-14 determined the responsiveness, 15-16 measured the availability of the product and service, 17-19 measured the responsiveness, 20-22 determined the empathy, 23-25 tangibility of the organization,24-32 determine the security, compliance and accessibility.

Please indicate the extent of agreement or disagreement with the following question:I am satisfied with the overall service quality provided by _ _ _ _ _ _ _ _ _ _ _

Strongly agree disagree neutral Agree Strongly disagree

super shop perishable products are always found fresh Strongly agree disagree neutral Agree Strongly disagreePlease specify your opinion below11.1Do you have any suggestions for improvement?

QUESTIONNAIREThis is a survey to make a comparative analysis among the major supermarket of Dhaka city on the basis of customer service perception. I would expect your honest and impartial participation to achieve an exclusive unbiased outcome. All the information will be used for academic purpose and kept under strict confidence.

Please go through the following text to know what the questionnaire is about and answer the following questions.

Personal Questions:Age

15-25 26-35 36-45

46-55 56-65 65 and above

Education

Doctorate Postgraduate undergraduate H.S.C S.S.C Below S.S.C.

Occupation

Student Service holder Business person Home maker

Approximate monthly household income [in BDT]

Below 20000 20000- below35000 35000- below 50000 50000- below 70000 Above 700000

Marital Status

Single Married

QUESTIONNAIRE ON SUPERSHOP SURVEY:Q1 - How or where do you shop for groceries the most frequently? (Please pick one answer only)

Super Markets Local Markets On-line High-street Convenience stores Other

Q2 - Which of the following supermarkets do you use the most? (Please pick one answer only) Meena Bazar Swapno SS Mart Nandon SsMart Prince Bazar Others

Q3 - Why do you shop at your supermarket of choice? (Please tick all the answers that apply) Competitive prices Choice of products Favorite brands Location / convenience Quality of products others

Q4 - Would you consider yourself loyal to the supermarket you use the most ( if question 2 is answered)? Loyal Not Loyal Moderately Loyal

Q5 - On average, if you are now loyal to your current supermarket but used to shop at a different supermarket please indicate which ones below.

Meena Bazar Swapno SS Mart Nandon SsMart Prince Bazar Others

Q6 - On average how often do you shop?

I shop more than once a week I shop once a week I shop once every 2 weeks I shop once a month or less

Q7 - Do you agree or disagree with the sentence: 'The following supermarkets are competitive on price'? (Please answer for each supermarket)

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagreeMeena Bazar Swapno SS Mart Nandon SMart Prince Bazar

Others

Q8 - Do you agree or disagree with the sentence: 'The following supermarket offers quality products'? (Please answer for each supermarket) Strongly agree Agree Neither agree nor disagree Disagree Strongly disagreeMeena Bazar Swapno SS Mart Nandon SMart Prince Bazar Others

Q9 - Do you agree or disagree with the sentence: 'The following supermarket offers a wide product range (e.g. food, clothing, electrical, etc.)? (Please answer for each supermarket)

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagreeMeena Bazar Swapno SS Mart Nandon SMart Prince Bazar Others

Q10 - Do you agree or disagree with the sentence: 'The following supermarket offers a large choice of items within each product range (e.g. for food - fruit & veg, chilled, frozen etc.?) (Please answer for each supermarket)

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagreeMeena Bazar Swapno SS Mart Nandon SMart Prince Bazar

Others

Q11 - Do you agree or disagree with the sentence: 'The following supermarket offers value for money'? (Please answer for each supermarket) Strongly agree Agree Neither agree nor disagree Disagree Strongly disagreeMeena Bazar Swapno SS Mart Nandon SMart Prince Bazar

Others

Q12 - Do you agree or disagree with the sentence: 'The following supermarket has a high level of presence in the market'(store locations, advertising etc.)? (Please answer for each supermarket)

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagreeMeena Bazar Swapno SS Mart Nandon SMart Prince Bazar

Others

Q13 - Amongst the following supermarkets, which one offers the best value for money? (rank 1=best value for money, 6=worst)

Swapno G MART Nandon Ssmart

Meena Bazar Others

Q14 - Amongst the following supermarkets, which one offers offers a wide product range (e.g. food, clothing, electrical, etc.)? (rank 1=best choice of products, rank 6=worst)

Swapno G MART Nandon Ssmart

Meena Bazar Others

Q15 - Amongst the following supermarkets, which one offers a large choice of items within each product range (e.g. for food - fruit & veg, chilled, frozen etc.)? (rank 1=best choice of products, rank 6=worst)

Swapno G MART Nandon Ssmart

Meena Bazar Others

Q16 - Amongst the following supermarkets, which one is the most customer-friendly? (rank 1=most customer-friendly, rank 6=least)

Swapno G MART Nandon Ssmart

Meena Bazar Others

Q17 - Amongst the following supermarkets, which one do you think respects the local community the most? (rank 1=most respectful, rank 6=least)

Swapno G MART Nandon Ssmart

Meena Bazar Others

Q18 - Amongst the following supermarkets, which one do you think is the most visible in terms of market presence? (rank 1=most visible, rank 6=least)

Swapno G MART Nandon Ssmart

Meena Bazar Others