Competitive Strategies Case Study

India's Subhiksha – Aping Wal-Mart’s EDLP Strategy?

OR

Abstract:
Subhiksha, a popular Indian retailer is on an expansion mode and hoped to make its presence felt in all parts of the country by the end of 2008. As part of its marketing strategy, Subhiksha adopted Wal-Mart’s popular EDLP pricing strategy. Though Subhiksha did not aspire to compete with the conventional retailers like Nilgiri’s or Spencer’s Daily; it hoped to create a niche market with its discount model. Subhiksha relied heavily on organised retailing and economies of scale. Would an EDLP strategy suit the Indian retail scenario?

Pedagogical Objectives:

• To comprehend the trends in the Indian retail industry
• To analyse the rationale behind the EDLP strategy of Subhiksha
• To study the challenges of a low pricing model in the competitive Indian retail sector.

Keywords : Indian Retailing Industry; Competitive Strategies Case Studies; Global Retailing industry; Subhiksha; Customer Behaviour; EDLP Strategy; Wal-Mart’s EDLP strategy

Contents : 
Subhiksha’s Emergence and growth
Modern Retailers in India and their growth
Subhiksha - India’s Wal-Mart?
A typical Subhiksha store