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Unnati Stores

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Submitted By RogerFederer
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Decision Sheet

Problem Statement: Selection of set of services, products and distribution model in order to achieve operational break even quickly.
Situational Analysis:
In order to open 1200 stores by 2012, PC needs to increase cash inflow and speed up break-even of newly opened stores. There is a greater margin on non-agri products than agri products. However an increased focus on non-agri products may lead to a loss of core customer focus and trust. Further, it is seen that ‘spoke’ stores tend to break even in 2 years while ‘hub’ stores take 3 years. In addition to increasing sales, variable and fixed costs must be controlled. Increased competition must be tackled.
Solutions must be found to hasten operational breakeven without losing customer focus.

Options: 1. Modify the hub/spoke model.
Add more spokes so that there is greater market penetration. At the same time, there must be some hubs and distribution centre set up to service the spokes. At the start of 2006, more spokes should be established as the fixed costs involved are less. Once they achieve break even, more hubs can be established. The number of spokes established in the start should be reasonable so that they can be serviced by the distribution centre. The capacity of the DC should be increased. 2. Increase focus on non agri products 3. Improve IT infrastructure to increase efficiency 4. Add/develop services offered - Credit facility, courier service, entertainment at hubs, free advice, soil testing, insurance, etc. 5. Tie-up with ‘Greens’ 6. Modify ‘Retail Mix’
Increase percentage of private labels for commodity products. 7. Relationship building Activities

Criteria: (↑↓) Criteria | Modify Model | Increase focus on non agri | Improve IT infra | Add services | Tie up with Greens | Private Label | Promotional | 1. Perceived increase in Expenses(Should be ↓) | ↑ | - | ↑ | ↑ | ↓ | ↑ | ↑ | 2. Perceived increase in footfall and market penetration | ↑ | ↑ | - | ↑ | ↑ | ↓ | ↑ | 3. Perceived increase in sales | ↑ | ↑ | - | ↑ | ↑ | ↓ for non-commodity products | - | 4. Core customer focus | - | ↓ | - | Depends on service | ↑ | Depends on the product | ↑ | 5. Increased cash flow | ↑ | ↑ | ↑ | ↑ | ↑ | ↑ | ↓ | 6. Relativity with competitors | ↑ | ↑ | ↑ | ↑ | ↑ | ↑ | ↑ | 7. At current level of expertise | Possible | Depends on product | - | Depends on service | Possible | ↑ | Depends on the activity | 8. Stress on Distribution(Should be↓) | ↑ | ↑ | ↓ | - | ↑ | ↓ | - |

Final Recommendations: 1. Modify the hub/spoke model.
As explained under ‘Options’.

2. Increase focus on non agri products
Products giving higher margins like Apparel should be encouraged. A wider variety of products available in the store will attract more customers, but too many SKUs will be difficult to handle and there is a risk of them going out of stock. Diversification should only be done for products for which there is expertise in store. 3. Improve IT infrastructure to increase efficiency
Reduced risk of errors, but increased cost. It will be worth it in the long term as there will be many more spokes for each distribution centre.

4. Add/develop services offered – Short term credit facility for durable goods should be provided. This will serve as an additional revenue source. Facilities such as courier service, entertainment at hubs, insurance, warehousing facilities for farmers etc. can be considered if there is sufficient expertise of the same. Currently available facilities such as free advice, demonstration in farmer’s fields, soil testing should be promoted. 5. Tie-up with ‘Greens’
Agricultural produce can be sourced straight from farmers with whom a relationship has been established. This will reduce costs and/or ensure quality and thus be a point of differentiation from other such stores in the urban areas. Greens can be set up along with hub stores in larger cities where there is greater disposable income. However there is will be more stress on the distribution network as produce will have to be transported to urban areas.

6. Modify ‘Retail Mix’
Percentage of private labels should be increased for commodity products. In areas where there is greater trust of the rural consumers, there can be private label for non-commodity products etc.

7. Relationship building
Should be encouraged and promoted to ensure the trust of the farmers is maintained and increased. This will increase market reach within villages. Can ensure the competitors are kept away and may serve another purpose if there is a tie up with ‘Greens’.

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