SWOT Analysis of Hypercity with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
K Raheja Corporation Group
Lifestyle and Retail
Big Store. Big Savings
Extremely huge 1,200,000 sq. ft. supermarkets with a myriad of products and services ranging from food & grocery, electronics, furniture to heath etc.
Supermarkets food chains
Price sensitive individuals
Provide an international shopping experience, where customers can shop in comfort in a large, modern, & exciting environment for the widest range of products sourced from around the world
1. Leader in the Indian retail sector with prior experience in running retail stores such as Shopper’s stop, Inorbit mall and crossword before establishing Hypercity 2. Accomplished over 12 Hypercity superstores in India in all major cities such as Mumbai, Hydrabad, Pune, Bangalore etc. 3. Excellent management team with experience of many years in running retail business 4. Large economies of scale compared to competitors
1.Huge infrastructure costs involved in Hyercity projects 2.Low possibility of success of this store format in lower tier-2 and tier-3 cities 3.Huge operating costs put an upward pressure on prices
1.Expansion in other major cities of India such as Delhi, Lucknow, Chandigarh etc. 2.Development of its own in-store brands 3.Massive advertising and brand promotion
4. Putting sound customer loyalty programmes in place
1.Increasing competition from other retailers and store formats 2.Recession in real estate and infrastructure sector 3.Rising inflation for food and fuel prices
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