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[object Object],ITM- GLC-Navi Mumbai,[object Object]
         why they failed!!!,[object Object]
Subhiksha means prosperity in Sanskrit.,[object Object],Founded by R. Subramanian, an IIT-IIM alumni in 1997,[object Object], Wasone of the largest retail value chain in India.(in terms of no. of stores) ,[object Object],1600 outlets selling groceries, fruits, vegetables, medicines and mobile phones.,[object Object]
The People ASSOCIATED,[object Object],1) Chairman ‐R Subramanian (IIM‐A Alumnus),[object Object],2) Ms.Rama Bijapurkar (IIM‐A Alumnus),Board of Director,[object Object],3) Mr. Kannan Srinivasan (a professor of marketing at Carnegie Mellon University’s TepperSchool of Business),Board of Director,[object Object],4) Mr. S.B. Mathur, former LIC Chairman,,[object Object],5) Ms. RenukaRamnath, Managing Director of ICICI Venture,[object Object],6) Ms. Rajeev Bakshi, Deputy Managing Director of ICICI Venture and a former CEO of PepsiCo India.,[object Object],7) Mr. AjemPremij as Board member,[object Object]
Major shareholders,[object Object],ICICI Venture-23%,[object Object],Ajempremji(wipro)-10%,[object Object],ICICI prudential-5%,[object Object]
The Positioning:,[object Object],Low Prices :Subhiksha Positioned itself as Value Retail Chain /Discount Retail Chain.,[object Object],Trust : Subhiksha’s name inspires trust and its consumers rely on it through all times to deliver.,[object Object],Savings : focuses on the concept of constantly sustainable low pricing .,[object Object]
STRATEGY,[object Object],Cut price strategy.,[object Object],Focused on the lower & upper middle class.,[object Object],Wal-mart‐style- everyday‐low‐price (5‐10% less than MRP ),[object Object], Shops are located not on the main road.,[object Object],The catchment area of customers.,[object Object],Informed customers about promotional offers.,[object Object]
The expansion:,[object Object],March 1997 -Opening of the first retail store in Chennai, with 5 lacs Initial investment.,[object Object],March 99‐14 stores in Chennai,[object Object],June 2000‐ 50 stores in Chennai&I CICI venture joins,[object Object],June 2002‐ 120 stores in whole of Tamil Nadu,[object Object],June 2006‐420 Stores in other big states in India namely Gujarat, Delhi, Mumbai, Andhra,[object Object],      Pradesh and Karnataka.,[object Object],Feb 2007‐500 stores across country,[object Object],Dec 2007‐ 1000 stores across India,[object Object],October 2008‐ 1600 stores across India,[object Object]
Subhiksha
“We are a golden egg laying duck, we are in trouble. We need their (bankers and lenders) support and upon getting it we will restart operations and repay all debt. It is not easy, but we have to make it happen,” says R Subramanian,[object Object]
Reason For Failure,[object Object],Big mistake - Expanding rapidly without sufficient funds in hand,[object Object],Thought of raising equity during last September but were late,[object Object],Global scenario went wrong ,[object Object],October, 2008 the company ran out of enough funds to run the organization,[object Object],There after problems queued up at the doors,[object Object]
Financial Crisis,[object Object],Advertising:Advertising dues not cleared ,[object Object],Wages and Rent :Huge list of outstanding wages and rent,[object Object],Disruption in supplies by wholesale suppliers ,[object Object]
Inadequate system control and IT Support: Caused huge audit & abnormal losses in system,[object Object],Government Intervention :,[object Object],    Maharashtra FDA,askedSubhiksha to suspend operations at its warehouse in Bhiwandi,[object Object]
Supplier Bargaining Power : ,[object Object],Many wholesale suppliers in Azadpursubzimandi, have stopped supplying fruits and vegetables in NCR surrounding the national capital. ,[object Object],Long credit periods,[object Object],Lack of strong HR policy and Staff‐ ,[object Object],Was not able to retain the talent which he initially bring into Junior, Middle and high level management. Whatever was remaining with it is all family bound with no commitment policy.,[object Object]
Huge Rental and Lease Bills : ,[object Object],There are huge frauds while entering in to rental agreements by their own management people. There was no proper check and control on this cost ,though this is a very crucial part to defeat competitors and to gain profitability in future. ,[object Object],The wrong assumption-telecom segment profit making segment.,[object Object],The CEO never looked in to system losses arise from telecom. Subhiksha stores always sell handsets at below DP while its benchmarking is to match DP.,[object Object],No control on inventory of mobile accessories and there stock value and were unable to circulate the working capital.,[object Object]
Poor Inventory management,[object Object],Credit defaults caused supply breakages-inventories going bad or lack of stock,[object Object],Became re-sellers rather than retailer,[object Object],Re-selling to other retailers,[object Object]
Strong Competition : ,[object Object],   Thus sinking into unrepaired conditions Subhiksha has to compete with its high profile competitors like RPG, Reliance retail and Future group etc.,[object Object],Reliance Retail has set up 700‐odd stores in the past two years-Reliance Fresh,[object Object],On the other hand is high‐end in terms of display, ambiance and size.,[object Object]
Competitive Analysis,[object Object], Competitors at the National Level ,[object Object]
Competitive Analysis,[object Object],                     Competitors at the Regional Level,[object Object]
Over confidence and Aggressiveness: ,[object Object],The raise of the company thus gradually started sinking down step by step and now stands on the verge of collapse. ,[object Object],The management  admit that their over confidence and aggressiveness are the main reasons for their loss. ,[object Object],They should have gone for an IPO when the things were well and good to prevent such downfall. ,[object Object],If they had responded in right time they wouldn’t have been put through such bad phases.,[object Object]
References:,[object Object],http://www.indiaretailbiz.com/blog/category/indian-retalers/subhikshasubramanians/,[object Object],http://www.livemint.com/subhiksha.htm,[object Object],http://www.financialexpress.com/news/subhiksha-charts-rs-1-000-croreinvestment/373019/,[object Object],http://www.rediff.com/money/2007/feb/05bspec.htm,[object Object]
Subhiksha

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