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CASE STUDY

Company Background:
Future Group is Indias leading business group that caters to the entire Indian consumption
space led by Mr. Kishore Biyani, CEO. the Future Group operates through six verticals:
operates through six verticals: Retail, Capital, Brands, Space, Media and Logistics Future
Groups vision is to, deliver Everything, Everywhere, Every time to Every Indian Consumer
in the most profitable manner. The group considers, Indian-ness as a core value and its
corporate credo is Rewrite rules, Retain values. Future the word which signifies optimism,
growth, achievement, strength, beauty, rewards and perfection. Future group encourages to
explore areas yet unexplored, write rules yet unwritten; create new opportunities and new
successes. To strive for a glorious future brings our strength, our ability to learn, unlearn and
re-learn our ability to evolve. The motto of Future Group, to not to wait for the Future to
unfold itself but create future scenarios in the consumer space and facilitate consumption
because consumption is development. Thereby, it will effect socio-economic development for
their customers, employees, shareholders, associates and partners.

Operations & Procurement:


Future group started big bazaar with the idea to launch their way of product mix by
decreasing their inventory and warehouse. Thus they focussed on the space utilization and
increased the rack so that they could increase their sales and decreases the inventory and
warehouse cost. As far as their operations are concerned future group has a front end and
back end operations. The front end includes the retail formats, the offers provided, the
signages, the customers, etc. while the backend includes the billing and the headquarter at
MUMBAI and the zone offices which decide on their stock and procurement. They have
started the implementation of Automatic Replenishment System which helps them to track
done the stock when they reduce to reorder limit.

Marketing strategy:
Future group already has established itself as a biggest retail with multi-retail format strategy
which captures the attention of the Indian customers and entire consumption is driven by the
demand created by their retail strategy. Their marketing strategies include understanding the
customers and their behaviour across the regional ethnicities and these strategies are
constantly striving for innovative changes in the organization. Future group launched big
bazaar with the intention to capture the market with 7ps of marketing. While launching big
bazaar future group mainly focussed on the infrastructure as to the lighting, air conditioning
and the space for the visual merchandising for better display. They gave better promotional
offers and vouchers and hoarding were displayed for better customer attraction. They also
took utmost care as to where their location of the shop would be so that they are the only
competitors and if there are more competitors emerging then they were more into the offers

and reducing and giving sales at high discount rates. Thus their pricing also was so much that
one would like to think about how they handle their business. They provide all kind of
product mix with different marketing mix as well which will be increasing their way of being
a renowned and recognized brand

Employment opportunities:
Future Group as a retail industry has the opportunity to provide an employment and
contribute to the Indian society. They employ 30000 people are directly employed from every
section of our society, from enterprises across the country, creating a fresh talent and
impacting the livelihoods fostering mutual growth. The organization has different level of
management like top management, middle level management, lower level management and
assistant buyers and workers. The organization believes in providing the employees with a
better work environment being supportive and friendly by placing the middle level and the
lower level manager together through the cabin. The organization follows the rule of
involving the employees in the decision making aspect of any new product or the services
they offer. The employees are motivated to provide their ideas and different marketing
strategies which will help the organization to prosper and attract more customers. They have
their own individual teams for each sectors like marketing, operations, finance and human
resources with different projects and innovative ideas. They have different incentives
programmes which actually help the employee and motivating them with the project.
Growth & sustainability:
Future Group understands the soul of each and every Indian customer wherein they connect a
diverse and passionate community of those sellers, buyers and business. Retail industry in
India is creating a collective impact on business with the customers attraction with all their
stores, the marketing strategies and services provided by them. As they have increased their
supply and supply chain with all the large and small entrepreneurs which is providing them
apple of opportunity to expand their business. It also focuses on corporate responsibility as
its integral vision which states that the organization believes in being a catalyst of positive
changes in the business sector, communities and societies in which they operate
Service Innovation:
While around the globe people were making changes in their organization future group
started boosting with new service retail and its format and penetrated the market with a huge
sales. As in present retail forms the core business activity of future group, it expanded
vertically into other business like leisure entertainment , finance, etc. future group when
started with FBB were already a pioneer in modernizing supply chain and logistics by
implementing global best practices in the Indian context. FBB provides a better service
option with variety of brands and customer satisfaction. FBB believes in Value for money
concept. Their services also include their IT department which mainly works on SAP the
biggest ERP model for the benefit of the employee and the organization.

Competitors:
Big giants like Tata, ITC, Reliance, Aditya Birla group, etc are focussing more into the retail
business and are providing challenge to future group at every step. FBB was launched by
future group as a different retail brand so that they could differentiate their clothing line. As
their clothing line it forms 40% of their sales. They even had a market research carried out to
launch the brand outlet so that the clothing line could be differentiated as a different service
altogether. The competitors provided a very good challenge on the basis of the promotional
offers and their creative ways of marketing through various print media and online portals as
well.

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