Marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. Marketing function is very vital for the success of business, and it applies even in the case of Bhatbhateni Super Store.
Bhat-Bhateni is a leading supermarket and departmental store chain in Nepal. With an impressive growth history over 25 years Bhat-Bhateni has developed a reputation for continuous improvements, every day low price and a product offer second to none. There are currently five stores in Kathmandu, located in Bhat-Bhateni (head office store) and a new superstore was opened in September 2008 in Maharajgunj. Other 3 stores are opened in Koteshwor, Chuchepati, Boudha and Krishna Galli, Patan in June/July 2011. The Pokhara store is due to open by the end of year 2012.
The stores are open from 7:30am to 8:30pm,7 days per week and offer a full range of 100,000 products from 600 local and international suppliers. More than 10,000 people visit the stores daily and benefit from a 7-day return/exchange policy. With over 800 combined store staff, consistent merchandising and assured customer service is guaranteed. Bhat-Bhateni Group operates as a private limited company. It has been a successful family business since the establishment in 1984 and has been the largest tax payer in the retail sector for the last five years in Nepal.
Mr. & Mrs. Min B. Gurung started Bhat-Bhateni cold store in 1984. This ordinary 'single shutter' store has since transformed to become two leading supermarket and departmental stores in Kathmandu. The opening of the Maharajgunj superstore in September 2008 set the current benchmark for the business, with over 800 staff helping customers chose between 100,000 products across a 2,15,000 sq. ft. sales area. An ambitious expansion plan will see many new stores in Kathmandu and across Nepal over the next few years and a new warehouse and wholesale unit opening soon at Baluwatar. The Bhat-Bhateni story has only just started. This particular store is the biggest of all kinds of departmental stores in the nation. It deals with possibly everything from grocery to apparels, jewelry to ice cream parlors; just name anything and they have it. From world class brands to cheap local brands, they have everything.
The objectives of this report are:
1. To identify the prospects of Bhatbhateni Super Market/Store. 2. To identify the problems of Bhatbhateni Super Market/Store.
Review of Literature:
In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process". A good, idea, method, information, object, or service that is the end result of a process and serves as a need or want satisfier. It is usually a bundle of tangible and intangible attributes (benefits, features, functions and uses) that a seller offers to buyer for purchase. In case of Bhatbhateni Store, it deals with possibly everything from grocery to apparels, jewelry to ice cream parlours; just name anything and they have it. From world class brands to cheap local brands, they have everything. Bhat-Bhateni offers a full range of 100,000 products from 600 local and international suppliers. The motto Bhatbhateni used quite a few years back, “Noon dekhi Soon samma” (i.e. everything from salt to gold), speaks about the diverse varieties of products offered by the store. Hence, Bhatbhateni...