A
PROJECT REPORT
ON
A STUDY ON SWOT AND VALUE CHAIN ANALYSIS OF
RELIANCE FRESH
MASTERS OF BUSINESS ADMINISTRATION
Guided by : Dr. Trilochan Nayak . Sub by: JEETIN KUMAR BEHERA
(Director Corporate Affairs) Roll No.:033
Astha School Of Management SEC :A
Bhubaneswar
A
CKNOWLEDGEMENT
This report entitled “study of swot and value chain analysis of reliance fresh” is
the outcome of my summer training at BIRLA SUNLIFE INSURANCE
I sincerely express my gratitude and lot of thanks to Dr. Trilochan Nayak
Sir (Director Corporate Affairs) for helping me in completing my project
work and making it a great success.
Last but not least, I would thank all my friends, faculty members and all
respondents who rendered their precious time for contributing their skills and fill
the questionnaire, which made my project more appealing and attractive.
JEETIN KUMAR BEHERA
SEC - A
ROLL NO 045
Table of Contents
Chapter Scheme:
Chapter 1: Introduction
Chapter 2: Company Profile
Chapter 3: objective of study
CHAPTER 1
INTRODUCTION
Industry: retail
Type: super market
Chairman and Managing director: Mukesh Ambani
first outlet: Hyderabad ( banjara hills)
founded: October 30th
Head quarter: Mumbai
SWOT ANALYSIS
SWOT analysis is a strategic planning technique used to help a person or
organization identify strengths, weaknesses, opportunities, and threats related
to business competition or project planning.[1] It is designed for use in the
preliminary stages of decision-making processes and can be used as a tool for
evaluation of the strategic position of a city or organization It is intended to
specify the objectives of the business venture or project and identify the internal
and external factors that are favorable and unfavorable to achieving those
objectives. Users of a SWOT analysis often ask and answer questions to generate
meaningful information for each category to make the tool useful and identify
their competitive advantage. SWOT has been described as the tried-and-true tool
of strategic analysis
Strengths and weakness are frequently internally-related, while opportunities and
threats commonly focus on the external environment. The name is an acronym
for the four parameters the technique examines:
Strengths: characteristics of the business or project that give it an
advantage over others.
Weaknesses: characteristics of the business that place the business or
project at a disadvantage relative to others.
Opportunities: elements in the environment that the business or project
could exploit to its advantage.
Threats: elements in the environment that could cause trouble for the
business or project.
The degree to which the internal environment of the firm matches with the
external environment is expressed by the concept of strategic fit. Identification of
SWOTs is important because they can inform later steps in planning to achieve
the objective
Value chain analysis is a process of dividing various activities of the
business in primary and support activities and analyzing them, keeping in mind,
their contribution towards value creation to the final product. And to do so,
inputs consumed by the activity and outputs generated are studied, so as to
decrease costs and increase differentiation. Value chain analysis is used as a tool
for identifying activities, within and around the firm and relating these activities to
an assessment of competitive strength.
CHAPTER 2
COMPANY PROFILE OF RELIANCE FRESH
Reliance Retail started its journey in 2006 with the opening of its first Reliance
Fresh store. Today Reliance Retail operates 621 Reliance Fresh and Reliance Smart
stores and sells over 200 metric tonnes of Fruits and over 300 metric tonnes of
Vegetables every day.
Reliance Fresh is India’s leading neighbourhood retail chain, synonymous with
freshness & savings. With the three core promises of Fresh Hamesha, Available
Hamesha and Savings Hamesha, Reliance Fresh is a one-stop-shop for fresh
shopping, fresh savings and fresh happiness.
From fresh fruits & vegetables to dairy, cereals to spices, processed food &
beverages to home & personal care products, we have the entire gamut of your
grocery needs covered.
Across our stores, we retain a strong customer centric approach to meet all your
shopping needs - be it routine or seasonal, well known brands or popular local
products.
Continuing Reliance’s hallowed tradition of backward integration, Reliance Retail
directly partners with a large number of farmers and small vendors in a farm-to-
fork model. The linkages with the farm has brought about transformational
changes in the quality of life of the farmers as also enhancing the quality of
produce, reducing wastage by shortening the time to move fresh produce and
reducing intermediaries in the value chain thereby benefiting all.
Reliance Fresh is the convenience store format which forms a part of Reliance
Retail Ltd (RRL) of its parent company, Reliance Industries Ltd (RIL). RRL was set
up in the year 2006 to lead Reliance Group's foray into organised retail.
Presently, it has grown into an organisation that caters to millions of customers,
thousands of farmers and vendors. Based on its core growth strategy of backward
integration, RRL has made rapid progress towards building an entire value chain
starting from the farmers to the end consumers.
Reliance Fresh now operates 1,691 stores across the country. These stores sell
fresh fruits and vegetables, staples, groceries, fresh juice, bars and dairy products.
In addition, RRL has also ventured into the retail optics business and has opened
about 100 stores in India in a partnership with GrandVision and it also owns the
iStore, which is a one-stop-shop for all Apple products and services
Reliance Fresh Stores is the Mukesh Ambani led agri-retail venture of legendary
India business conglomerate - Reliance Industries Ltd. Reliance Fresh Stores retails
food products like fresh vegetables, fresh fruits, groceries, dairy products, breads,
fruit juice and staples.
The ` 25000 crore Reliance Fresh Stores is the newly formed agri-retail venture of
Reliance Industries Ltd. Mukesh Ambani led Reliance Fresh Stores started its
operation in the year 2006. Reliance Fresh Stores or `Reliance Fresh' outlets sell
high quality and competitively priced vegetables and fruits through these retail
counters. The size of these agri-retail outlets of Reliance varies from 1,500 sq ft to
3,000 sq ft.
The RIL Chairman and Managing Director, Mr Mukesh Ambani, envisages
extending the presence of Reliance Fresh Stores to 784 cities and 6,000 towns in
India. The company aims to open such agri-retail outlets for every 3,000 families
in India, i.e. one store within a radius of every 2 km. These retail outlets of
Reliance will be a mix of company-owned and franchisees said Mr. K. S.
Venugopal, Head, AP Operations and CE, Customer Solutions of Reliance Retail.
Important Indian cities would have larger versions of the retail store than the tier
II cities of India.
Till January 2007, the number of Reliance Fresh Stores rose to forty. Reliance
Fresh Stores are located in the India cities of New Delhi, Mumbai, Chennai,
Hyderabad, Jaipur, Chandigarh and Ludhiana. At this rate of expansion of Reliance
Fresh Stores, the company is expected to realize its agri-retail dream by 2011. This
venture is expected to create direct employment to five lakh young Indians and
indirect job opportunities to around one million people. The main USP of Reliance
Fresh Stores is to provide international class shopping environment with latest
technology, a seamless supply chain management coupled with value added
services and ultimate customer satisfaction.
Food products sold by Reliance Fresh Stores
Vegetables
Groceries
Fresh fruits
Fresh juice bars
Staples
Dairy products
Bread
Non-vegetarian products
CHAPTER 3
OBJECTIVES OF THE STUDY
The core purpose of SWOT matrix is to identify the strategies that an
organization can use to exploit external opportunities, counter threats, and
build on & protect Reliance Industries strengths, and eradicate
its weaknesses
QUESTIONAIRE
1. do you know about reliance fresh limited?
a)yes b)no
2. have you ever visited reliance fresh?
a)yes b)no
3. does reliance fresh store is available in your city?
a)yes b)no
4. have you ever bought anything from reliance fresh?
a)yes b)no
5. do you think reliance fresh store vary in price of products as compared to
other stores?
a)yes b)no
6. do you think the vegetables and fruits are always fresh?
a)yes b)no
7. do you think reliance fresh’staff take more time to billing?
a)yes b)no
8. do you think reliance fresh have a good infrastructure?
a)yes b)no
9. have you ever face that the product you want is unavailable at store often?
a)yes b)no
10.do you think the staff needs to be more aware about the products available in
the store?
a)yes b)no
