Ebco Retail Outlet Report

EBCO RETAIL OUTLET

Table of Contents

EXECUTIVE SUMMARY......................................................................3

INTRODUCTION TO THE ORGANIZATION 4

ORGANIZATION RETAIL STRUCTURE: 4

TYPE OF BUSINESS: 4

PRODUCTS AND ASSORTMENT: 6

NEED ANALYSIS: 7

SEGMENTATION/TARGET MARKET: 7

LOCATION: 8

PROMOTIONAL STRATEGY: 9

RECOMMENDATIONS: 10

EXECUTIVE SUMMARY

This report is mainly concerned with the retailing structure and marketing strategies of EBCO supermarket/departmental store. In this report we have discussed on what ground EBCO has segment its market and how they present the brands and product in minds of customers and how they are facilitating customers with its services.

We have discussed in detail about the market plan of EBCO its product and service ,how they have done assortment and what type of variety of products are found and its prices, place and promotion.

In the end of the report we have suggested certain recommendation to the EBCO company after assessing all these thing to become more profitable and efficient company and to satisfy their retail customers.

INTRODUCTION TO THE ORGANIZATION:

Elahee Buksh & Co Which is the parent entity of Elahee Buksh Group was established in 1835. The company is now more than 170 years old and is proud to be the oldest name in the business of arms, ammunition and military stores this name soon become synonymous with quality and service and the start of manufacturing division was the next big significant event.

Since 1835, the Elahee Buksh name has remained synonymous with pioneering business ventures, ethical & benevolent management philosophies and above all its pursuit for excellence. Today, Elahee Buksh Group is a dynamic & progressive organization which remains committed to the vision of its founders .elhahee buksh group are involved in construction business and this is their main business. Other Projects include forum mall, ebco,timeout.

ORGANIZATION RETAIL STRUCTURE:

The group is engaged in a countrywide program which involves the creation of a chain of supermarkets / department stores. The first flagship store "EBCO" was launched in April 2005. EBCO marks the entry into consumer retail, a shopping concept still unrivaled in the region.

EBCO Quality Shopping contain the unique experience for their members, where all sort of local & imported products are available and with the best collection of cosmetic in the town. They currently have the one retail outlet in Karachi at forum mall rather than a chain outlet. In future they had a plan to increase their branches in other cities of Pakistan. Spread over 2 floors over an area of 8000 sq feet .

TYPE OF BUSINESS

It is a retail business and retailing "is a set of business activities that adds value to the products and services sold to consumers for their personal or family use"

EBCO is SUPERMARKET /DEPARMENT STORE. Conventional supermarkets is a self services food store offering groceries ,meat, flowers and non food items like health and beauty product aids and general merchandise and electronic. EBCO is a supermarket/ department store because it deals in food items as well non food item. EBCO is offering more natural and organic food items and they are emphasizing on fresh perishables products like meat ,fish, bakery items and fresh flowers and as a department store EBCO comes in SECOND TIER ,which means it is a upscale traditional department store EBCO is selling more average priced merchandise with little customers services .They are also offering their own private retail brands like EBCO RICE, EBCO PLUSES and EBCO SPICES. EBCO is differentiating itself with other competitors by providing more in stores experiences through store ambiance EBCO has proper sections which are distinguish easily by customers like in

FOOD MERCHANDISE: following sections are present in EBCO

1. Meat and fish section

2. Farm fresh section

3. Dairy and milk product section

4. Drink section

5. Groceries section

NON FOOD MERCHANDISE: Following section are present in EBCO

1. Cosmetics section

2. Health and beauty section

3. Baby section

4. Men section

5. Pharmacy section

6. Flowers section

7. Crockery section

8. cutlery section

9. Fragrances section

10. Jewelry section

11. Luggage section

12. Tobacco section and

13. Electronic section

14. Women section

PRODUCTS AND ASSORTMENT:

The variety of product lines that a company produces, or that a retailer stocks. Product assortment usually refers to the length (the number of products in the product line), breadth (the number of product lines that a company offers), depth (the different varieties of product in the product line), and consistency (the relationship between products in their final destination) of product lines

length: the number of products are enormous in number as they exceeds 5000 and as they are quietly engaged in importing new variety it is expected to be increased swiftly as expected

breadth: according to their classification they have divided broad assortment into simplified categories that are baby section, dairy and drink, electronics, farm fresh, flowers, groceries, health and beauty, household,