SM-FINAL-PROJECT-FORMAT-bhatbhateni Kathmandu University School of Management BUSINESS GEM123

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Strategic Planning Of Bhat-Bhateni Supermarket Strategic Management Submitted by Suman Chaudhary Vedant Basnyat Ashmi Kumari Palistha Manandhar Nikki Maharjan Luna Khadgee Submitted to Suj... an Subedi Little Angel College of Management 2020 2 of 28 SECTION I: PREAMBLE 1.1.Institutional Introduction Bhat-Bhateni is one of the largest retail supermarkets in Nepal which makes continuous efforts to grab the market share and contribute towards the economic development. This company is also the largest taxpayer. The long-term goal of Bhat-Bhateni is to support and establish farmer cooperatives by raising 50,000 employment opportunities. The brand values customers and is committed to CSR (Corporate Social Responsibility), which is a plus point for the company. It has a huge location coverage. The store is located in 7 different locations and a hub to shop for household purposes serving the customer range of products such as kitchenware, cosmetics, toys, clothing, electronics, groceries, fresh product, shoes, flowers, jewelry, and other items. The one located at Kathmandu; Nepal is one of the leading chains of this departmental store. Bhat-Bhateni Super Market (BBSM) began from a small cold store in 1984. Mr. Min Bahadur Gurung and his wife started this small store with the hope to run their normal life with ease. This small dream has now turned out to be the biggest retail chain in Nepal with over fourteen leading supermarket and departmental store in many big cities of Nepal. They cover over 120 sq. feet of real-estate with more than 60,000 customers coming in every day. The chain of this store began from Maharajgunj which followed a rapid expansion in Kathmandu valley. Now, BBSM has stores in Koteshwor, Anamnagar, Pulchowk, Balaju, Kalanki and many more. They even took over the United World Trade Center in Tripureshwor which is the testament of their success over the years. Over 3,500 staffs work in BBSM with products of varieties providing the customers with smooth one stop shopping. It has been said that one can get all the essentials needed under one roof of BBSM. Their products range from the Fast-Moving Consumer Goods (FMCG) to electronics, fashion and even jewelers providing gold and silver ornaments for the customers visiting the premises. BBSM is the market leader in terms of retail outlets in Nepal. Kathmandu might have many small stores along with big outlets but none come close to the success that BBSM has garnered over the years. There is only one department store named Nepal Bazaar established in 2011 AD (Nepalbazar.com.np, n.d.). Other than that, most of the people of Biratnagar are attracted to small retail and wholesale market because they prefer bargaining. There is also another market named 'Jogbani' situated at India border. Most of the products are quite cheaper and so people from Dharan, Dhankuta and Bojpur often come to buy required stuffs (Rai, 2018). 1.2.Vision & Goal - To generate job opportunities for 50,000 people in coming 10 years. - To expand its outlet in all growing cities of Nepal. - After establishing an outlet in most of the cities, they want to go multinational in the countries like, India, Bhutan and Bangladesh. - They also want to change its payment system into Debit and Credit card in coming 5 years of time. - To be a most admired retail chain by retaining our No.1 position in Nepal. 3 of 28 1.3. Brand Promise Much of Bhat-Bhateni’s success can be subscribed to the founders’, Mr. Min B. Gurung and family, vision for continuous improvements and growth in order to support local development with current employment of over 4,500 staff, including several from families of political martyrs and indigenous people. The commitment to give back to the local community is underlined by the funding of the entire emergency wing of the Teaching Hospital in Maharajgunj currently under construction. Mr. Min B. Gurung and family also donated money, clothes, food, cooking utensils and blankets to the Dubhekol (1995) and Sungdel (2003), Khotang flood victims. An ambulance has also recently been donated to Tamu Boudha Sewa Samittee and the company funded the construction of primary school in Khotang village. Furthermore, Bhat-Bhateni has funded construction of Ganesh Temple (Khotang), Sai Centre (Narayan Chaur) and Shiva Temple (Haridwar, India) and constructed the green parks in Maharajgunj, Baluwatar and Koteshwor. Min Bahadur Gurung constructed a new emergency wing at Teaching Hospital, Maharajgung by investing Rs. 100 million in memory of his father Brisha Bahadur Gurung and mother Dhan Maya Gurung. Honorable President Dr. Ram Baran Yadav had inaugurated the building on 18 September 2011. Apart from this, the Bhatbhateni Group as part of its Corporate Social Responsibility (CSR) has provided scholarships to two students each year from the remote districts of Nepal for fiveyear long MBBS programmers at a leading medical college in the name of Min Bahadur Gurung and his wife Sabitri Gurung.. Since June 2009, Bhat-Bhateni has been promoting the Just Say No to Plastic Bags campaign along with Kathmandu University and Nagarik & Republican. Customers wishing to use plastic bags will be charged Rs. 1 per bag while the environment friendly bag will be available for Rs. 20. The proceeds will contribute towards improving the environment. Students from both St. Xavier School and Ideal English Higher Secondary School have been participating in this campaign 1.4 Values Bhat Bhateni has been successful in creating value by providing at a lower price than its competitors like Nepal Bazzar so now it has occupied most of the market share of Nepal Bazzar and has created ups and down in their operation. -flexibility, integrity, customer value creation, innovation, respect [Show More]

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