Big Basket Case Study Plan

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Introduction Big Basket made waves when they decided to take on the ambitious venture of digitizing grocery shopping in India. In a country like India, traditionally preferring to buy groceries from the neighbourhood ‘kirana’ store, choosing to go the completely digital route take courage, but courage is exactly what Big Basket’s founders has plenty of. But has Big Basket succeeded in its mission? In the following pages, we will take an in-depth look at their business and examine the scope of online grocery shopping in India. Key Issues India has a huge population of 1.3 billion people. Unfortunately, from massive audience, only 213 million people have access to the Internet. This is naturally growing at a rapid pace, but for the meantime …show more content…

This strategy meant that their costs would be far lower, as less investment was required to build warehouses and distribution centres. The company would forward the order to the local kirana store nearest to the customer, and the store would pack the goods and make the delivery. But because the last mile delivery was in the hand of the kirana stores, there were inconsistencies in the delivery, a crucial factor when it comes to online grocery shopping. It was for this very reason that Big Basket had its own logistics system, with trucks and delivery personnel which enabled it to delight its customers. If you had an issue with your order, Big basket could arrange for a pickup and replacement far more easily than its competitors. NATURE’S …show more content…

Godrej had originally launched Nature’s Basket as an offline only gourmet retailer, with organic and exotic produce being its speciality. But with competitors like Big Basket targeting the same segment, they have made great strides in pushing a hybrid strategy. Acquiring EkStop.com, an online grocer, and making their products available on Snapdeal.com, in addition to creating mobile apps for easy ordering, have made Nature’s Basket a formidable force in the online grocery market. It is also the only other major player to keep gourmet products, aside from Big Basket. Their hybrid strategy does indeed have some advantages over Big Basket’s pure online model, but does mean that costs are higher. However, their premium positioning may help consumers to overlook that. A parallel can be drawn here with the UK’s Tesco, which is also primarily and offline retailer, but has been successful in selling online as well, by leveraging its existing

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