global retailing Dec 2024

Description

Global Retailing

December 2024 Examination

 

 

1. How is Bajaj-powered Yulu bikes eyeing the global market? How does it plan to get into the international market? (Refer to Business Standard article of 28th July 2024 to answer this question.). (10 Marks)

Ans 1.

Introduction

Yulu, an Indian electric mobility startup founded in 2017, has gained significant traction by addressing urban transportation challenges, particularly last-mile connectivity, in highly congested cities. Its approach is centered around shared electric vehicles, particularly electric two-wheelers, which provide eco-friendly, cost-effective, and efficient solutions to urban mobility issues. Yulu’s major milestone came with a partnership with Bajaj Auto, a leading two-wheeler manufacturer in India, which has been instrumental in accelerating the company’s growth and expanding its operational capacity. As of 2024, Yulu has successfully deployed over 40,000

 

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2. You are supposed to set up a store for an exclusive brand of perfumes for the niche segment? What is the kind of display that you can think of to increase the sale of these top of the end perfumes? (10 Marks)

Ans 2.

Introduction

Setting up a store for an exclusive brand of high-end perfumes is not just about showcasing products; it’s about creating an immersive experience that captivates customers and embodies the essence of luxury. Perfume, as a sensory product, depends on the environment and display for customers to fully appreciate its value, scent, and allure. When marketing to a niche, affluent audience, the approach must be meticulously tailored to evoke exclusivity, sophistication, and elegance. The aim is to not only display the products but to craft an ambiance that

 

3. Case Study

Amazon extends grocery biz to 130+ cities

E-commerce giant Amazon India announced on Tuesday that it is expanding its grocery business, Amazon Fresh, to over 130 cities, including Ambala, Aurangabad, Hoshiarpur, Dharwad, Una, Suri, and others. Prior to this expansion, Amazon Fresh was available in over

60 cities across the country. The service offers delivery of wet and dry groceries, including fruit and vegetables sourced from 11,000 farmers, as well as chilled products, beauty, baby, personal care, and pet products.

The rapid expansion comes amid increasing competition in the sector, with Amazon competing against players like Flipkart, Reliance’s JioMart, Tata Digital-owned BigBasket, and quick- commerce platforms such as Swiggy Instamart, Zepto, and Zomato-owned Blinkit. Flipkart’s grocery business, which currently operates in over 200 cities, recently reported a 1.6 times year-on-year growth in its grocery segment during 2023-24 (FY24) compared to the previous year.  It  offers  delivery  slots  from  7-10  am  to  7-10  pm  in  major  cities  and  has  already introduced same-day deliveries in 20 cities for mobile phones, essential items, electronics, home appliances, fashion, books, and lifestyle products.

Amazon Fresh, on the other hand, offers slotted same-day deliveries within four hours and, in select regions, provides deliveries within two hours.

In response to quick-commerce competitors, BigBasket has also started offering sub-two-hour deliveries in 45 cities and plans to extend this service to all 70 cities it currently operates in. “Our expansion and focus on quality products demonstrate our commitment to serving customers and offering them the best online shopping experience for fresh produce and daily essentials. Additionally, customers can benefit from cashback, offers, and bank discounts, adding value to every purchase,” said Srikant Sree Ram, director of Amazon Fresh.

Amazon Fresh recently launched multiple thematic stores and events, such as a mango store, summer store, and Indian Premier League store, on the platform. Customers can also take advantage of features like personalised widgets, the ‘buy again’ option, and saved preferences.

Questions

1. What is Amazon’s Bharath expansion strategy? How is Amazon gearing up to face competition and succeed? (5 Marks)

Ans 3a.

Introduction

Amazon’s aggressive expansion of its grocery business, Amazon Fresh, into over 130 cities in India signifies a strategic push to capture the rapidly growing e-commerce market in Bharat. This move aligns with the company’s commitment to penetrate deeper into India’s tier 2 and tier 3 cities, offering fresh produce, essentials, and diverse products through a robust delivery network. By enhancing accessibility in smaller cities, Amazon aims to build a loyal customer base in these regions, setting itself apart from established and emerging

 

1. What are the plus points about amazon fresh? How is Amazon focusing and expanding and what are the types of promotions it is adopting and what are the types of store formats it is adopting to differentiate? (5 Marks)

Ans 3b.

Introduction

Amazon Fresh has quickly become a significant player in India’s e-commerce grocery market, offering a broad range of daily essentials, fresh produce, and specialized products. By focusing on rapid delivery, customer-centric features, and promotional offers, Amazon Fresh aims to cater to both urban and rural audiences. This expansion is not just about growing presence; it’s about differentiating Amazon Fresh through unique store formats and targeted promotions to meet