Business Ia

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Business and Management 1A

Should Hari Shankar & Sons adapt new strategies to decrease the gold carrot in jewellery in order to aim at mass media?

Table of Contents

Letter of authenticity
Acknowledgement
Executive Summary3
Research Proposal4

1. Introduction………………………………..................5 2. Methodology …………………………………...............6 3. Results and Data Findings …………………………… 7 a. Traditional jewellery market.................... 7 b. Branded jewellery market......................... 7 c. Customization........................................... 8 i. Home delivery

ii. Low carat (13-18) jewellery.
d. Jewellery market shift last 4 years............. 9 e. Demand for gold.
f. Branded jewellery invasion
g. Govt. act and approval.
4. Analysis and decision tree……………………………………… 10 h. Financial analysis
iii. Decision Tree
i. Non-financial analysis
iv. Force field analysis11
v. Ansoff Matrix12
5. Conclusion andRecommendation........................ 13 6. SWOT Analysis................................................................14 7. Bibliography................................................................15 8. Appendices.................................................................17

Executive Summary
There are certain customise services on which this business has to work on. Cut throat competition in market has pressurized the supplier to work on new parameter to grab the attention of customer and survive in the market for longer. Various players in this particular segment are holding strong position like Tanishq, gili, gitanjali, asmi nakshatra, aurra, agni etc. Scope of Analysis: The analysis is done on the basis of primary data collected through the interview conducted with Mr. sudhesh Rawat middle level manager at Hari Shankar &sons at karol Bagh. Detailed information was thus collated and used for analysis. Secondary data was gathered from the various websites and articles and also the Business Management book by Paul Hoang and philip kotler. The analysis is done using tools like Decision Tree, Ansoff matrix and Force field analysis.

On the basis of above analysis it could be concluded that the option of mass marketing of low caret (13-18) jewellery would be more profitable and feasible for Hari Shankar & sons when compared to the option Traditional high carat (22-23) jewellery. The Decision Tree analysis did support the option of mass marketing of low caret (13-18) in comparison to the Traditional high carat (22-23) jewellery. The unanswered questions have also been taken care of in the conclusion.

Research proposal
Research question: - Should Hari Shankar & Sons adapt new strategies to decrease the gold carrot in jewellery in order to aim at mass media? Rationale: - emerging trends of gold selling has been changed as per new market forces still demand for gold and jewellery is high so data will be analysed on the basis of certain change in the taste and preferences of customer regarding purchases like designs, home delivery, purity of gold, customization & competitive prices. Theoretical Framework: Financial analysis using, Decision Tree, Force Field Analysis and Ansoff Matrix analysis allow evaluation of IHCL concentrating in either of the market segments. India's jewellery market is estimated to be worth Rs. 400 billion a year and the share of the organised sector - jewellery stores and brands managed by corporate houses - stands at about Rs. 10 billion. This small but significant niche is largely the creation of Hari Shankar & sons, a path-breaking effort that has earned a well-deserved reputation for reliability and...
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