Growth Strategies Case Study

Westside in 2004

OR

Abstract:
In 2004, the Indian retail market was at INR.8,000 billion, with the organised sector accounting for a measly 2%. The case examines the foray of Tatas, one of the largest business houses in India, into organised retailing with Westside – a chain of department stores.

The case highlights the key decision variables and the winning elements in Westside’s business model – from private labeling strategy to its merchandise management, to its customer centric approach. It also details out Westside’s style of functioning in terms of operations, marketing, customer relationship management, customer services and human resource management – the chain’s emphasis on pricing, merchandise mix, store interiors and training their employees. It reflects on how Westside identified and implemented a retail model: the success that followed.

Pedagogical Objectives:

• To discuss the growth strategies followed by Westside for its growth in Indian retail market
• To understand the Indian retail industry
• To discuss the retail model adopted by Westside and its success in the competitive environment.

Keywords : Retail strategy; Private Label strategy; Vendor management; Merchandise Management; Growth Strategies Case Study; Supply chain management; Store layout and interiors; Retail marketing mix – Positioning, Pricing; Branding; Visual Merchandising; In-store sales promotion; Customer relationship management

Contents : 
Tapping the Retail Opportunity
Striving for Excellence
Major Players in India’s Organized Retailing Sector
Tata Business Excellence Model
A TypicalWestside Stores’ Organization Structure
Sample of Boutique Layout
Nesting Table & Gondola Display Units