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I hereby present an analysis of the challenges and the suggestions regarding the issues faced by Nirulas Ice cream outlet at Defence Colony market.

Geographical Point view- Nirulas Ice cream outlet location is appropriate due to followings: Situated in one of the Delhis high end market. Is surrounded by large residential area which consists of high disposable income group of customers. Presences of many offices, banks eg Kotak Mahinder Bank, Axis Bank. Well established market.



Figure 1-Aerial View

OUTLET BRANDING- 1.Total 3 hoardings have been installed(one at the front side and two at back side).

Figure 2-Front side

DESCRIPTION OF FRONT SIDE :1.Parking is situated on this side. 2.Normally,customers entered into the market from this side.

Figure 3-Back side

Description of back side-: 1.No parking site on this side. 2.People generally not entered from this side.

Conclusion More hoardings should be install at the front side so that More customer will be attracted towards the outlet.

Cleanliness- 1.The cleanliness level of INSIDE and OUTSIDE the outlet is upto the mark. 2.Shelves were clean. 3.Chairs and tables were properly arranged and cleaned.

BCG MATRIX- The BCG matrix provides a framework for allocating resources among different business units and allows one to compare many business units at a glance.

Cash Cow - a business unit that has a large market share in a mature, slow growing industry. Cash cows require little investment and generate cash that can be used to invest in other business units. Star - a business unit that has a large market share in a fast growing industry. Stars may generate cash, but because the market is growing rapidly they require investment to maintain their lead. If successful, a star will become a cash cow when its industry matures.

Question Mark (or Problem Child) - a business unit that has a small market share in a high growth market. These business units require resources to grow market share, but whether they will succeed and become stars is unknown.

Dog - a business unit that has a small market share in a mature industry. A dog may not require substantial cash, but it ties up capital that could better be deployed elsewhere. Unless a dog has some other strategic purpose, it should be liquidated if there is little prospect for it to gain market share.

Conventional strategic thinking suggests there are four possible strategies for each SBU:
(1) Build Share: here the company can invest to increase market share (for example turning a "question mark" into a star).
(2) Hold: here the company invests just enough to keep the SBU in its present position.

(3) Harvest: here the company reduces the amount of investment in order to maximize the short-term cash flows and profits from the SBU. This may have the effect of turning Stars into Cash Cows.

(4) Divest: the company can divest the SBU by phasing it out or selling it - in order to use the resources elsewhere (e.g. investing in the more promising "question marks").


INTERACTION WITH CUSTOMER-Interaction of employee with the customers was effective. Customers were happy regarding the service and the quality of the product.

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