INTERNSHIP REPORT

ON
“A STUDY ON OPERATIONS AT SHOPPERS STOP”
Report submitted in partial fulfillment of requirements for the award of the Degree of

MBA OF BUSINESS ADMINSTRATION

Of

CMR UNIVERSITY

Name: JAYANTH YADAV BN

Reg. No: 21CMBAD033

Under the guidance of

Name of Guide: Prof. Rakesh Rao

Designation of Guide: Professor at CMR School of Management

CMR UNIVERSITY

2021-2023

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CMR UNIVERSITY , BANGALORE
 REGISTRATION FORM

1. NAME OF THE STUDENT: Jayanthyadav BN

2. NAME OF THE GUIDE: Prof. Rakesh Rao

3. NAME OF THE COMPANY: SHOPPERS STOP

Write a brief note on your company:

Shoppers Stop is home to a multitude of leading international and national
brands for apparels, fragrances, accessories, cosmetics, footwear, home
décor and furnishings catering to the needs of the entire family. We aspire
to provide our customers a memorable international shopping experience.
We are one of the largest chain of department stores across India.
4. Student’s Signature: Jayanthyadav BN

Guide’s Signature with date:

DECLARATION

I hereby declare that the internship work entitled “A STUDY ON MARKETING

AT SHOPPERS STOP” submitted to the School of Management, CMR
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University, Bangalore, is a record of original work done by me under the
guidance of “Prof.Rakesh Rao, Professor at CMR School of Management” and
this Internship work is submitted in partial fulfillment of the requirements of for
the award Master’s Degree in Business administration by CMR University.

I also declare that this project is the outcome of my own efforts and that it has
not been submitted to any other university or Institute for the award of any other
degree or Diploma or Certificate.

Place: Bengaluru Name: Jayanthyadav BN

Date: 05th December 2021 Register Number: 21CMBAD033

CERTIFICATE OF ORIGINALITY

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This is to certify that the Internship titled “A STUDY ON OPERATIONS AT
SHOPPERS STOP” is an original work of Mr.Jayanthyadav BN; bearing
University Register Number 21CMBAD033 and is being submitted in partial
fulfillment of the Master’s Degree in Business administration by CMR University.
The report has not been submitted earlier to this University/Institution for the
fulfillment of the requirement of a course of study.

SIGNATURE OF GUIDE SIGNATURE OF THE SCHOOL HEAD

DATE: DATE:

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 5
CMR UNIVERSITY , BANGALORE
 CERTIFICATE BY THE COLLEGE

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 Table of contents

Sr. Contents
no.
Chapter 1: Introduction of internship
1 Significance of internship
2 Objectives
3 Methodology
4 Limitations
Chapter 2: Company profile
1 Introduction of shoppers stop
2 History of shoppers stop
3 Mission and vision of shoppers
stop
4 Values of shoppers stop
5 Goals
6 Quality check
7 Polices of shoppers stop
8 Competitors information
9 Awards and achievements
10 Ownership pattern
Chapter 3: organizational structure
1 Management structure
2 Unit structure
3 Unit functional system
Chapter 4: Departmental study/
Functional study
1 Production department
2 Human Resource department
3 Finance Department
4 Marketing department
5 Research & development
Chapter 5: SWOT analysis and
interpretation

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 1 SWOT analysis
2 McKensys 7 model
3 Financial statements
4 AGM report
Chapter 6: summary of findings,
suggestions, recommendations.
1 Recommendations & summary
2 Conclusion
Chapter 7: Learning’s
1 Loyalty program
2 Inventory control and inventory
mgt
3 Shrinkage and types of shrinkage
4 PICS Process

INTRODUCTION

MARKETING

Marketing refers to activities a company undertakes to promote the

buying or selling of products or services. Marketing includes
advertising, selling and delivering products or services to customers or
other businesses.
The definition of marketing is the business or action of promoting and
advertising. Today, marketing is something that every company and
organization must be implement in its growth strategy. Many companies
use marketing techniques to achieve their goals without even realizing it,
as they work to promote themselves and increase sales of their product
or services. These days, marketing is one of the key aspects of business.

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THE 4 Ps OF MARKETING

According to E.J.McCarthy, the 4 Ps of Marketing are simple formula

for identifying and working with the essential elements of marketing
strategy:-
 Product. Having a product is key and is the root of all things of
marketing. A product could be anything that a company offers
consumers to satisfy a need. The best thing to do is to decide on
your product or service based both on the needs and motivation of
consumer and how the product would benefit the consumer, rather
than on the objects physical characteristics or attributes.
 Place. Strategic merchandising locations can be anything from an
online store to a channel of physical stores across multiple towns
or countries. The goal of the distribution strategy is to enable
potential clients to have easy access to your products/services as
well as offer a good experience throughout the purchasing process.
 Price. How you price your products and services is an extremely
important part of the marketing strategy.
 Promotion. This refers to all the marketing and communication
that is done in order to showcase the benefits

SIGNIFICANCE OF INTERNSHIP STUDY:-

 GET INDUSTRY EXPERIENCE: - The most crucial point describing the

significance of internship is that an internship is an ideal approach to
gain an understanding of your chosen industry or field. An internship
gives you the significant practical experience required and how you can
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apply the knowledge you have attained in your degree program to real-
life situation.
 FACILITATE SELF-GROWTH: - Internship not only help you in
developing professionalism but also hence self-growth. You certainly
develop various characteristics like integrity, commitment, and self-
motivation. Pursuing and internship you will get to work a wide range of
tasks that will boost your managerial skill and working in team will help
in improving team working skill and communication skills too.
 BOOST THE VALUE OF YOUR CV: - There is no task harder for
a fresher than to create a resume. The importance of an internship is not
only limited to the experience you gain, but it also enhance your skills
while imparting you with many new ones. Thus internship will help to
boost up the CV of an individual.
 EXPERIENCE THE WORKPLACE ENVIRONMENT: - The
significance of internship also lies in the fact that full time office
internship can help you learn the intricacies of workplace environments,
organizational behaviors as well as professionalism.
 FIND MENTORS: - Working is an intern, you can also avail
yourself the golden opportunities to find the best mentors in the
organization where you are pursuing your internship. Finding the best
mentors in your field can prove extremely helpful as they can help you
steer through your career.
OBJECTIVE OF THE STUDY:-

 A TRIAL RUN: - One of the main objective of an internship is to

expose you to a particular job and a professional or industry. Taking and
internship gives us a real idea how real life corporate world.

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 RESUME BUILDIND: - While apply for jobs, the more experience
and accomplishment it have, the more attractive you will look to a
potential employer. Internship certificate is not only enough it should
give impact of your skills and ability to do a work.

 NETWORK CONTACTS: - Another benefit of an internship is

developing business contacts. These people can help you find a job later,
act as a reference or help you with projects after you are hired
somewhere else.

 POTENTIAL JOB: - If like internship, you have the opportunity to

excel and possibly land a job with the company. Employer have an
easier time hiring a person they know because they get a feel for that
persons work ethic, creativity, ability to do a work with others and
overall fit with a company.

METHODOLOGY OF INTERNSHIP STUDY: -

The methodology applied in the internship is divided into two parts,
methodology for research projects and methodology for personal
projects. Its mean there were two projects should be done in this
internship. Each project has different tasks and purposes, but the main
aim is correlated.

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RESEARCH PROJECTS: -Methodology carrying out research
projects are carried into two subsections, content of the project and
organizational aspects. Content of the project gave emphasis to the
projects of RE-Regions and Micro-biogas. In the implementation, there
was two main role to be performed, community involvement and part of
project team. Both of them are executed with trans- and inter
disciplinary approach
PERSONAL PROJECTS: -Personal projects in this internship are
making an international study and building a concept for these proposal.
Internship study is the study of renewable energy region in the world
which aimed to achieve 100% self- sufficiency with renewable energy
for electricity and heat. This region identified is bordered as region
which has developed and implemented renewable energy concept 100%.
After the study area is limited, identification of the region can be started.

LIMITATIONS OF INTERNSHIP STUDY: -

 YOU ARE TREATED LIKE ASSISTANT: -It is probably heard

that intern often spend their days getting coffee, running errands, making
copies and performing other menial tasks. That’s because many
companies take advantage of interns and see them more like slaves or
assistants than prospective employees. Internships that don’t give you a
chance to learn offer little to nothing and you are definitely better off if
you don’t work for companies that treat you that way. To make sure we
didn’t get treated like a slave, do your research before you apply for an
internship.

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 THERE IS A LOW-EARNING POTENTIAL: -
Internship often have very low earning potential. Unlike a proper, full-
time job, most paid internships don’t offer a competitive wage to try and
attract talent. Interning for the wrong company, however, that things are
slowly changing. The number of companies offering no pay or paying
for only out of pocket expenses is decreasing, while some of the biggest
firms are also beginning to offer more competitive salaries is an attempt
to attract talent.

 IT KEEPS YOU FROM ENTERING THE WORKFORCE: -

Most internships are not proper jobs, many employers consider them a
waste of time and won’t blink before they choose a candidate with real
world experience rather than an intern. This may mean that whether you
intern or not, you will still have quite a hard time at getting your first
proper job.

There are quite a few disadvantages to internships, but the advantages

outweigh them. Interning will not only enhance your training and allow
you to gain skills, but it will also make you a better employee by giving
you the self-confidence that is often a prerequisite in the workplace

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COMPANY PROFIE

BACKGROUND OF SHOPPER STOP: -

Shoppers Stop is an instore and online retailer of apparel, handbags,
shoes, watches, jewelry and accessories for men, women and kids.
Shopper Stop Limited is engaged in the business of household and
consumer products through departmental stores. At 31 March 2019 the
company operated through 83 such departmental stores located in
different cities of India. An Indian retail sector major Shoppers Stops
Limited (SS) opened its door in the year 1991 the foundation was made

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by K Raheja Corp and It was incorporated on 16 th June 1997 as a private
limited company.
It started operations with the first store in suburban Mumbai. Shoppers
Stop is a household name known for its superior quality products
services and above all for providing a complete shopping experience. It
provides retail range of branded label apparel footwear perfumes
cosmetics jewellery leather products and accessories home products
books music and toys operates in the cities of Mumbai Delhi Kolkata
Chennai Bangalore Hyderabad Pune Jaipur and Gurgaon. The first store
was opened in the year 1991 at Andheri a suburb in Mumbai only with
Menswear.
Ladies wear was introduced in the year 1992. After a year the company
added children and non-apparels to its list in 1993. Loyalty program
titled First Citizen was launched in the year 1994 and in 1995, the
company opened the second store in Bangalore. The status of the
company was changed to deem public limited company in December of
the same incorporation year 1997. SS opened its third store in
Hyderabad during the year 1998 and implemented JDA Retail ERP in
the year 1999. Also during the same year of 1999 the companies fourth
and fifth stores in Jaipur and Delhi were opened.
During the year 2000 the company opened its sixth and seventh store at
Chennai and Chembur Mumbai and also in the same year 2000 SS has
acquired Crossword India leading retail book chain. As on 31 March
2019 the company has five subsidiaries. The eighth and ninth stores in
Pune and Bandra and tenth store in Kandivli Mumbai were opened by
the company in 2001 and 2002 respectively. Currently the company
opened 2 departmental stores that is one formats under its operations.
Shopper Stop is also providing online buying options through its website
or through other websites like Amazon.
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PRIVATE BRANDS OF SHOPPERS STOP

 Arcelia
 French Connection
 Elliza Donatein
 Haute Curry
 Kashish
 Sneaker Club-Addidas, Puma and Reebok
 Stop
 In Sense
 Fratini
 Life
 Altlife
 Bandeya Ethnic
 Crossword
 Home Stop
 Karrot
 IVY
 Treasure
 Fern

MISSION STATEMENT OF SHOPPERS STOP

“NOTHING BUT THE BEST”
We will provide the “Best” values in terms of products and services and
adopt “best” processes for stakeholders, without compromise, thereby
matching global standards of performance.

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VISION STATEMENT OF SHOPPERS STOP
“IT’S MAGICAL, IT’S COMFORTABLE, IT’S MY STORE”
To be an inspirational and trusted brand, transforming customer’s lives
through fashion and delightful shopping experience every time.

VALUES OF SHOPPERS STOP

EXCELLENCE
“We will have an environment for development and excellence”
We will recognize and support the individuals need for growth through
constant inputs, direction and opportunities with respect to both
employees and business associates. We will have an environment
that recognizes achievements and promotes meritocracy.
OPENNESS
“The obligation to dissent and an environment conducive to openness”
We will provide a workplace that offers freedom and security to express
a point of view on a decision or action perceived to be incorrect or
detrimental to the best interest of any stakeholders. We will have
an environment enabling transparent in communication, intent and
actions, thereby trust of customer
CAR
“We will have a willingness to apologize and forgive”
We will, create an environment that developmental rather than punitive
by building accountability for our actions and a willingness to

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 acknowledge and learn from mistakes. An environment that fosters
teamwork.
INTEGRITY
“We will be fair and not take what is not ours”
We will at all times, treat employees, customers and business associates
equally and impartially. We will strive to create systems and a
culture that ensures integrity at all levels of the organization.
INNOVATIVE
“We will have an environment for innovation and growth”
We will encourage and foster an environment supportive to new ideas
and speedy implementation, thereby creating progress and a
momentum for change in the right direction. We will at all times
be customer focuses and focus on productivity improvements.
SOCIALLY RESPONSIBLE: -
“We will respect our customer’s right and be socially responsible”
We will at all times, be focused on understanding and fulfilling the
expectations of our customers. By definition “customer is anyone
who interacts with us”. We will at all times as individual and as an
organization, ensures that the effects of our actions on society are
beneficial and not detrimental.

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POLICIES OF SHOPPERS STOP
LEAVE POLICY: -
TYPES OF LEAVE NUMBER OF LEAVE
Casual Leave 12 days per year
Privilege Leave 25 days per year (DSS, TCCA and PT)
Maternity Leave 84 days per year (female associates)
Special Leave Half day on birthdays and Marriage
Anniversary

PUBLIC HOLIDAYS: -
Employees are entitled to 11 public holidays.
If an associates puts in his 8 hours of duty on a public holidays, he/she is
eligible for extra pay and a compensatory paid off.
If an associates puts in 8 hours of duty on a public holidays which falls
on his/her weekly off, then he/she is entitled to extra pay and two
compensations off.
Lists of holidays available on SPANDHAN.

BAN ON SMOKING POLICY: -

All associates are requested to refrain from smoking in office premises
which include:

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Reception/Office Lobby
Staircases/Stairwells
Parking area/basement parking area
Open terraces
Garden within the premises of the office/store building
Any open space which is a part of the store/office premises
Applicable only for units.

ABSENTEEISM POLICY: -
The policy provides guidelines for Unit Heads/Unit HRs/Corporate HRs
to resolve all absenteeism cases of associates at the store/services
offices.
If any employee is absent for more than three consecutive (working)
days without the consent of the immediate superior or without
intimating the HR department, the employee will be termed as
“Absentee”. This applies to all employees on probation or
confirmed, who are on the rolls of Shoppers Stop.
The HR would send an absconding letter by speed post to the employee
residential address. The employee is expected to intimate his
absence to the HR/Supervisor within 36 hours of receipt of letter.
On failure to do so the employee would be termed as absconding
and the HR would process his/her Full and Final settlement.

SEPARATION POLICY:-

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NOTICE PERIOD
If an associate wishes to separate from the organization during his/her
probation period, a minimum notice of 15 days must be served
before leaving. A confirmed employee who wishes to separate
from the organization A3 and above grades must serve a 2 month
notice period.
EXIT PROCESS
An employee who wants to bid farewell to the organization has to follow
the exit process. The employees needs to tender his/her resignation
letter/mail to the immediate supervisors, with the proposed last
date of service along with reasons. Resignations through SMS will
not be considered as a valid method of official communication.
The resignation letter with the immediate supervisor signature has
to be sent to the HR department.

FIRST CITIZEN
Shoppers Stops believe that the customer is the highest priority, which is
why this program has more than 2.3 million satisfied members
who contribute to approximately 73% of our sales.
The First Citizen loyalty program is the most successful relationship and
loyalty program in the retail industry in India today. The base of
the First Citizen members continues to grow, their trust in our
brand inspiring us to continue excelling in service and quality
offerings.
The objective of the First Citizen program is to ensure customer delight
and enhance customer satisfaction. Shoppers Stop truly values the

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 feedback it receive from its customer. To truly know customers,
Shoppers Stop analyses the propriety First Citizen Data on a
continuous basis using ‘Drishti’, a data warehousing and data
mining IT backbone.
Customer groups are analyzed using the propriety tool ‘First Insight’.
This help plan targeted offers and communication.

HR INITIATIVES
Because customer comes first at Shoppers Stop, every employee is a
customer care associate, right from the Vice Chairman to the Floor
Staff. Associates start each day with the anthem ‘HADH SE
AAGE’ written by Gulzar, sung by Sonu Nigam and composed by
Ram Sampat.
PARICHAY
It is a national engagement event which aims to bring associates together
for a get-together.
LEARNING AND DEVELOPMENT CENTRE
The Learning and Development centre is responsible for supporting
Associates in their departmental needs, as well as providing the
organization with the organization with human talent for various
initiatives.
THE BABY KANGAROO PROGRAM
This is the first program in the retail sector to recognize high potential
and offer a structured growth path to Associates. The program has

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 won many accolades in the industry, including the prestigious
‘DMA-Erehwon Award’ for Innovative HR initiatives.
MEASURE OF ASSOCIATE SATISFACTION
We actively measures associates satisfaction by conducting an annual
online survey to Associate Satisfaction Index (ASI). All employees
participate, across levels, making this an important tool for
continuous improvement.

BIGGEST COMPETITOR OF SHOPPERS STOP

PANTALOONS
SECTOR: -
Apparel Retail- Logistics, Wholesalers and Retail Distributors, Fashion,
Apparel and Accessories.
HEADQUARTERS: -
Mumbai, Maharashtra
FOUNDED: -
1997
STATUS: -
Private, Subsidiary of Aditya Birla Fashion and Retail Limited

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LIFESTYLE: -
SECTORS: -
Pharmacy, health and beauty, Furniture and Home Furnishing.
HEADQUARTERS: -
Bangalore, Karnataka
FOUNDED: -
1999
STATUS: -
Private, Subsidiary of Landmark Group
SECTOR
Fashion, Apparel and Accessories
HEADQUARTERS
Mumbai, Maharashtra

FOUNDED
2012
STATUS
Public, Subsidiary of Reliance Retail Limited, National Stock Exchange
of India, FLFL

AWARDS AND ACHIVEMENTS OF SHOPPERS STOP

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The New Year has started off on a rewarding note for Shoppers Stop
with it being best owed with 5 prestigious awards. In honour of
Shoppers Stops work in Energy Conversation, it has been conferred the
Energy Efficiency Initiative Award at the Global Green Leadership
Awards-2014 hosted by the World CSR Congress. This award
recognizes the energy management initiatives undertaken by Shoppers
Stop as part of its “3 R Effort”-To Reduce, Reuse and Recycle.
At the world HRD Congress, Shoppers Stop received two awards for the
Best Coaching Organization of the Year and the Best
Organizational Leadership Development Program in recognition of
its various HR practices, Coaching Programs and Assessment Centres.
And finally at the Asia Manufacturing Supply Chain Summit,
Shoppers Stop received the Supply chain leadership and strategy
Award and the best supply chain Initiative of the Year award.
Shoppers Stop is one amongst the numerous Indian companies, across
sectors, to be honored for its Supply Chain Management.
Mr. Govind Shrikhande, Customer Care Associate and Managing
Director, Shoppers Stop Ltd., said, “It is a very proud moment for us
to receive such recognition from the industry and our peers. Our teams
puts in a lot of hard work throughout the year with the ultimate focus on
delighting our customers. So, it gives us great pleasure to be a
recognized for our efforts. We continue to stay committed to the
company’s vision to be a global retailer in India and maintain our
“number 1 position in the department store category”.

QUALITY POLICY

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Once the product is picked and reaches our location within tentatively 5-
7 working days, we perform a quality check on the products within 2
working days and process Return/Exchange post quality check provided
the merchandise is unused condition and its original packaging along
with original tags and invoice, failing which Return/Exchange may not
be possible.

AREA OF OPERATION
Currently there are 4 MAC stores operating in Bengaluru, Delhi and
Mumbai (2).
It has also entered into airport retailing by entering into joint venture
with The Nuance Group AG of Switzerland. Currently it has outlets at
International airports at Bengaluru and Hyderabad

ORGANIZATIONAL STRUCTURE

 MANAGEMENT STRUCTURE

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  UNIT STRUCTURE

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 MAIN OFFICE STRUCTURE

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COMMENT ON ORGANIZATIONAL STRUCTURE

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Shoppers Stop follows the horizontal way of organizational structure. It
start from Area controller that is in head or top position and ends with
the Customer Care Associates that is in last place in organizational
structure. All the departments placed in chronological way according to
the responsibilities.
In store level first come Unit head who is topmost supervisor of store.
Under Unit head there will be Retail Operation Manager, HR, Admin
and VM. Then, under Retail Operation Manager there will be
department management.
CHAPTER 4:- MARKETING STRATEGIES OF SHOPPERs
STOP
Shoppers Stop basically follows 2 Marketing Strategies:-
1. Guerrilla Marketing.
2. Interactive Marketing.

1. Guerrilla Marketing:-
It is an unconventional system of promotion
that relies on time, energy and imagination rather than a big marketing
bugs. Typically Guerrilla marketing tactics are unexpected and
unconventional, consumers are targeted is unexpected places, which
can make ideas that’s being marketed memorable, generrace buxx, and
even spread virally. It involves unusual approaches encounters as
intercept in public places, streets, giveaways of products, any
unconventional marketing intended to get maximum results from
minimal resources. More innovative approaches to this marketing now

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utiline cutting edge mobile digital technologies to really engage the
consumer and create a memorable brand experience.

Principles of Guerrilla Marketing:-

 This is especially granted for small businesses and

entrepreneur.
 It should be based on human psychology instead of
experience, judgement and guesswork.
 Instead of money, the primary investment of marketing
should be time, energy and imaginations.
 The primary statistics to measure your business is the
amount of profit, not sales.
 The marketer should also concentrate on how many new
relationships are made each months.
 Create a standard of excellence with an acute focus instead
of trying to diversify by offering too many diverse
products and services.
 Instead of concentrating on getting new customers, aim for
more referrals, more transaction with existing customers.
 Forget about the competition and concentrate more on
cooperating with other businesses.
 These marketer should always use the combination of
marketing methods for a campaign.
 Use current technology as a tool to empower your
business.
2. Interactive Marketing:-

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 It is the strategies generally adopted by the retailers where
they allowed the customer as customize the products as
per their preference. This strategy is mainly followed by
service industries like hotels but Shoppers Stop is able to
cover out this facility in a retail store. The concepts that
has already made a debut in Shopper’s Stop outlet in
Mumbai, allowed customers-who are referred to as guests-
to go through various stages of activity in creating their
own teddy bear including choosing a stuffed animal,
stuffing it, giving it a heart, fulfilling and dressing it.
And though the toys are priced as premium level ranging
between Rs.595 and Rs.1295 for a stuffed animal and add-
ons such as sound chips, clothes and accessories coming at
extra cost-the interactive shopping experience also adds on
element of entertainment for young customers and turn
into a family affair as well.

SWOT ANALYSIS OF SHOPPERS STOP

Strength 1. It has strong domestic presence

with 50+
Stores in India.

2. Shoppers stop has become highest

Benchmark for retail industry.

3. Loyal customer base with more

than
750,000 first citizen members.

4. Increasing footfalls and

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 conversion rates.

5. Management team is strongly

established
As well as skilled labor force.

6. Shoppers Stop is a well-known

and established brand in the Indian
retail industry.
Weakness 1. It has lesser promotional
strategies on
both ATL and BTL level compared
to
Global leaders.

2. It always follows low risk

strategy in
Business or entering into new
segment.

3. Shoppers Stop faces intense

competition from both online
retailers and other brick-and-mortar
stores, leading to pricing pressure
and the need to constantly adapt
pricing strategies.
Opportunity 1. Big opportunity to enter into new
Geographies nationally.

2.Foreign players see it as preferred

partner
For making investment in India.

3.It could enter into Hyper city -high

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 retail
Value category.

4. Shoppers Stop can focus on

expanding its online presence and
leveraging the growing e-commerce
market in India.

Threats 1. Due to global slowdown

consumers’
purchase power has reduced for top
high
Value brands.
2.Increasing brand awareness among
consumers across all socio-
economic
Classes.

3. Shoppers Stop faces competition

from online retailers, large format
stores, and other department store
chains.

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This technique is designed for use in the preliminary stages of
decision-making processes and can be used as a tool for
evaluation of the strategic position of organizations of many kinds
(for-profit enterprises, local and national governments, NGOs,
etc.). It is intended to identify the internal and external factors that
are favorable and unfavorable to achieving the objectives of the
venture or project. Users of a SWOT analysis often ask and
answer questions to generate meaningful information for each
category to make the tool useful and identify their competitive
advantage. SWOT has been described as a tried-and-true tool of
strategic analysis, but has also been criticized for its limitations,
and alternatives have been developed.

McKINSEY’S SEVEN S MODEL FOR SHOPPERS STOP

Introduction
The McKinsey 7s model is a strategic tool and framework that helps
managers and businesses assess their performance. The McKinsey 7s
model identifies 7 key elements for an organization that need to be
focused and aligned for successful change management processes as
well as for regular performance enhancements. The 7-S model provides
a holistic framework for assessing and improving organizational
effectiveness. It encourages managers to consider the interdependencies
and interactions among various components of an organization when
making strategic decisions or implementing organizational change.

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according to the 7-S model, all seven elements are interconnected, and a
change in one element will have an impact on the others. To achieve
effective organizational performance and alignment, these elements need
to be mutually reinforcing and congruent with each other.

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The 7 elements identified in the McKinsey 7s model can be categorized
as being hard or soft in nature. They are identified as:

 Hard and Soft elements of the McKinsey 7S Model

SHOPPERS STOP TARGETING THE YOUNG makes use of the

McKinsey 7s model to regularly enhance its performance, and
implement successful change management processes. SHOPPERS
STOP TARGETING THE YOUNG focuses on the 7 elements identified
in the model to ensure that its performance levels are consistently
maintained, and improved for the offerings.

1. Hard elements
The hard elements of the McKinsey 7s model comprise of strategy,
structure, and systems. The hard elements of the model are easier to
identify, more tangible in nature, and directly controlled and influenced
by the leadership and management of the organization. 

 Strategy

1.1.1.1. Clearly defined 

The strategic direction and the overall business strategy for SHOPPERS
STOP TARGETING THE YOUNG are clearly defined and
communicated to all the employees and stakeholders. This helps the
organization manage performance, guide actions, and devise different
tactics that are aligned with the business strategy. Moreover, the
business strategy’s definition and communication also make operations
for SHOPPERS STOP TARGETING THE YOUNG more transparent
and aligns the responsibilities and actions of the company.

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1.1.2. Guiding behavior for goal attainment
The strategic direction for SHOPPERS STOP TARGETING THE
YOUNG is also important in helping the business guide employee, staff,
and stakeholder behaviour towards the attainment and achievement of
goals. SMART Goals are set with short and long term deadlines in
accordance with the business strategy. The business strategy helps
employees decide tactics and behaviours for attaining the set goals and
targets to help the business grow.

1.1.3. Competitive pressures

SHOPPERS STOP TARGETING THE YOUNG’s strategy also takes
into consideration the competitive pressures and activities of
competitors. The strategy addresses these competitive pressures through
suggestive measures and actions to address competition via strategic
tactics and activities that ensure sustainability to SHOPPERS STOP
TARGETING THE YOUNG via adapting to market changes, and
evolving consumer trends and demands.

1.1.4. Changing consumer demands

An important aspect of the strategy at SHOPPERS STOP TARGETING
THE YOUNG is that it takes into constant consideration the changing
consumer trends and demands, as well as the evolving consumer market
patterns and consumption behavior. This is an important part of the
strategic direction at SHOPPERS STOP TARGETING THE YOUNG as
it allows the company to remain competitive and relevant to its target
consumer groups, as well as allows the company to identify demand
gaps in the consumer market. 
The company then strategically addresses these gaps through product
offerings and marketing activities which give the company successful
and leading-edge over other patterns in the market.

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1.1.5. Flexibility and adaptability
The strategy at SHOPPERS STOP TARGETING THE YOUNG is
flexible and adaptable. This is an important aspect of the strategic
direction, and strategy setting at SHOPPERS STOP TARGETING THE
YOUNG. Rigidity in strategy leads a company and a business to often
become stagnant and obstructs advancement, and progression with
evolving changes in the consumer markets. 

With flexibility and adaptability, the SHOPPERS STOP TARGETING

THE YOUNG is not only able to benefit from quickly reacting and
responding to changing consumer patterns globally, but is also able to
locally and culturally adapt its products via localization for different
countries and regions. Moreover, the company is often able to
proactively predict consumer market changes, and devise strategic
changes accordingly to meet the market trends.

 Structure

1.2.1. Organizational hierarchy

SHOPPERS STOP TARGETING THE YOUNG has a flatter
organizational hierarchy that is supported by learning and progressive
organizations. With lesser managerial levels in between and more access
to the senior management and leadership, the employees feel more
secure and confident and also have higher access to information.
Moreover, the flatter hierarchy also allows quicker decision-making
processes for SHOPPERS STOP TARGETING THE YOUNG and
increases organizational commitment in the employees.

1.2.2. Inter-Departmental coordination

SHOPPERS STOP TARGETING THE YOUNG has high coordination
between different departments. The company’s departments often form
inter-department teams for projects and tasks that require multiple
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expertise. All coordination between different departments is effective
and organized. SHOPPERS STOP TARGETING THE YOUNG has a
systematic process for initiating and monitoring coordination between
departments to ensure smooth work operations and processes – and goal
attainment.

1.2.3. Internal team dynamics [department specific]

SHOPPERS STOP TARGETING THE YOUNG encourages teamwork
and team-oriented tasks. Where jobs require individual attention and
scope, the company also assigns individual responsibilities and job tasks.
However, all employees at SHOPPERS STOP TARGETING THE
YOUNG are expected to be team players who can work well with and
through other members, and who get along well with other people. The
teams at SHOPPERS STOP TARGETING THE YOUNG are supportive
of all embers and work in synch with synergy towards achieving the
broader team objectives and goals under the SHOPPERS STOP
TARGETING THE YOUNG designed strategy and values. 

1.2.4. Centralization vs. decentralization

SHOPPERS STOP TARGETING THE YOUNG has a hybrid structure
between centralization and decentralization. Like many progressive
organizations, SHOPPERS STOP TARGETING THE YOUNG largely
supports decentralized decision making. Job roles at SHOPPERS STOP
TARGETING THE YOUNG are designed to be carried out with
responsibility, and employees often set their goals with mutual
coordination and understanding with the supervisors. 

However, SHOPPERS STOP TARGETING THE YOUNG is also

centralized in making sure that supervisors oversee, and approve of the
various efforts, and tactics that employees choose to ensure that they are
aligned with the organizational strategy ad values. 

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1.2.5. Communication 
SHOPPERS STOP TARGETING THE YOUNG has a developed and
intricate system for ensuring communication between employees, and
different managerial levels. The communication systems at SHOPPERS
STOP TARGETING THE YOUNG enhance the overall organizational
structure. The systematic, defined, and organized communication allows
an easy flow of information and ensures that no organizational tasks and
goals are compromised because of a lack of communication, or
misunderstandings. 

 Systems

1.3.1. Organizational systems in place

SHOPPERS STOP TARGETING THE YOUNG has defined and well-
demarcated systems in place to ensure that the business operations are
managed effectively and that there are no conflicts or disputes. The
systems at SHOPPERS STOP TARGETING THE YOUNG are largely
departmental in nature, and include, for example:

- Human resource management

- Finance

- Marketing

- Operations

- Sales

- Supply chain management

- Public Relation Management

- Strategic leadership
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1.3.2. Defined controls for systems
Each of the defined and demarcated systems at SHOPPERS STOP
TARGETING THE YOUNG has especially designed tools and methods
as controls for evaluating performance and goal attainment. These
controls and measures are designed specifically in different departments
based on the nature of their tasks and responsibilities. Moreover, each
department also designs specific controls for members for performance
evaluation, as well as for inter-departmental tasks and responsibilities.

1.3.3. Monitoring and evaluating controls

SHOPPERS STOP TARGETING THE YOUNG continually evaluates
its systems through the designed controls. This monitoring of the
performance is continual and ongoing. This is largely done through
observation and informal discussions. Feedback to employees and
overall department heads is informally given regularly as and when is
required. Formal evaluation of performance is also conducted semi-
annually – or quarterly, depending on the need and the urgency of the
projects and assigned tasks. This is a formal process that is undertaken
by supervisors and managers to ensure the identification of performance
lags, and suggestive means of improvement.

1.3.4. Internal processes for organizational alignment

 SHOPPERS STOP TARGETING THE YOUNG also has special
processes and methods for ensuring that all departments and systems
within the organization are aligned and working in harmony towards the
greater business goals and targets. This is made possible through
ensuring that all systems are designing and working towards goals and
targets specific to their expertise under the broader business vision and
strategy. Moreover, the strategic leadership at SHOPPERS STOP
TARGETING THE YOUNG also ensures that all systems are allocated

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with resources, and set specific targets to achieve similar business goals
in any specific period. 

 Soft elements
The soft elements of the McKinsey 7s model, in turn, include shared
values, staff, skills, and strategy. These elements are less tangible in
nature and are more influenced by the organizational culture. As such,
the management does not have direct influence or control over them.
These elements are also harder to describe and directly identify – but are
equally important for an organization’s success and improved
performance.

 Shared values 

2.1.1. Core values

The core values at SHOPPERS STOP TARGETING THE YOUNG are
defined and communicated to foster a creative and supportive
organizational structure that will allow employees to perform optimally,
and enhance their motivation and organizational commitment. The core
values at SHOPPERS STOP TARGETING THE YOUNG include, but
are not limited to:

- Creativity

- Honesty

- Transparency

- Accountability

- Trust

- Quality

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- Heritage

The SHOPPERS STOP TARGETING THE YOUNG business also

ensures that all its activities and operations are conducted with high
ethical and moral standards that redefined and benchmarked against
international criteria. 

2.1.2. Corporate culture

SHOPPERS STOP TARGETING THE YOUNG encourages an
inclusive culture that celebrates diversity. The company has an
international presence, and production units that are spread across
different countries, as such, SHOPPERS STOP TARGETING THE
YOUNG ensure that its organizational culture is supportive of diversity,
and has internal policies to reduce incidences of discrimination.

The corporate culture at SHOPPERS STOP TARGETING THE

YOUNG also encourages innovation and creativity by allowing
independence for growth to individuals and teams –thus helping them
refine their careers as well as personalities. Lastly, the corporate culture
at SHOPPERS STOP TARGETING THE YOUNG also has a
supportive leadership which works towards increasing employee
motivation and job satisfaction by giving way to visibility and
accessibility.

2.1.3. Task alignment with values

SHOPPERS STOP TARGETING THE YOUNG ensures that all its job
tasks and roles are aligned with the core values that the company
propagates. This means that all activities, tactics, and strategic tactics
employed by SHOPPERS STOP TARGETING THE YOUNG will
reflect its core values, and will not deviate away from these. This is to
ensure a consistent, and reliable brand image, as well as an honest

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organizational culture. In the event of organizational change, the
company will continue to ensure that all change management processes
and methods incorporate the core values so that the organizational
culture is consistently maintained, and systematically changed if need
be. 

2.2. Style 
2.2.1. Management/leadership style
SHOPPERS STOP TARGETING THE YOUNG has a participative
leadership style. Through a participative leadership style, SHOPPERS
STOP TARGETING THE YOUNG is able to engage and involve its
employees in decision-making processes and managerial decisions. This
also allows the leadership to regularly interact with the employees and
different managerial groups to identify any potential conflicts for
resolution, as well as for feedback regarding strategic tactics and
operations. Through its participative leadership, SHOPPERS STOP
TARGETING THE YOUNG is able to enhance employee motivation,
and increase organizational commitment and ownership amongst
employees as well as other stakeholders.

2.2.2. Effectiveness of leadership style

The participative leadership style is highly effective in achieving the
business goals and vision of the organization. Employees feel to be
active members of the organization who are valued for their suggestions,
feedback, and input. Moreover, through participative leadership, leaders
and managers are able to identify current and potential conflicts within
the SHOPPERS STOP TARGETING THE YOUNG organization, and
actively work to resolve them as soon as possible. 

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2.2.3. Cooperation vs competition – internally
With its supportive and encouraging organizational culture, SHOPPERS
STOP TARGETING THE YOUNG gives way to internal collaboration
and cooperation between employees, systems, teams, and departments.
This cooperation and collaboration at SHOPPERS STOP TARGETING
THE YOUNG is important since its operations are spread globally, and
also because tasks and responsibilities within the company often require
inter-departmental feedback and input. Moreover, with increased
expansion, and synergy, the business also regularly forms project teams
– which function effectively because of the cooperative and
collaborative culture within the SHOPPERS STOP TARGETING THE
YOUNG organization. 

2.2.4. Team vs groups

 SHOPPERS STOP TARGETING THE YOUNG has effective and
functional teams and works with them internally to achieve its various
business goals and objectives, and complete tasks. The company’s
management is encouraging and supportive, and the leadership provides
a motivating and pragmatic vision toad achieve. The human resource
management system, as well as the organizational training, supports all
employees in their growth fairly and transparently. This leads to
effective team formation instead of nominal groups within the
organization for various projects, as well as department-specific tasks
and roles. 

2.3. Staff
2.3.1. Employee skill level vs business goals
SHOPPERS STOP TARGETING THE YOUNG has a sufficient
number of employees employed across its global operations. Employees
for different job roles and positions are hired internally as well as
externally – depending on the urgency and the skill levels required.

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Based on this, it is seen that SHOPPERS STOP TARGETING THE
YOUNG has employees who are skilled as per the requirements of their
job roles and positions. All employees are given in house training to

the role of IT way back in 1991, Shoppers’ Stop was among the first few
retailers to use scanners and barcodes and completely computerize its
operations. Today it is one
of the few stores in India to have retail ERP in place, which is now being
integrated with Oracle Financials and the Arthur familiarize themselves
with the company and its values. External training along with in-house
training is provided for skill level enhancement.

All job roles and positions are designed to facilitate the achievement of
business goals, and as such, employee skill level at SHOPPERS STOP
TARGETING THE YOUNG is sufficient to achieve the business goals
of the company. 

2.3.2. Number of employees

SHOPPERS STOP TARGETING THE YOUNG has employed a large
number of employees. The number of employees varies from country to
country as per the requirements and needs of the business and
operations. The global team of SHOPPERS STOP TARGETING THE
YOUNG is an inclusive one that accepts, and encourages diversity, and
works in synchronization with members to ensure attainment of business
goals. The team member sand employees are the most important part of
business success for SHOPPERS STOP TARGETING THE YOUNG.

2.3.3. Gaps in required capabilities and capacities

SHOPPERS STOP TARGETING THE YOUNG has a well-defined
system for identifying potential needs of capabilities and capacities for
the organization. The human resource function of the business has a
systematic process that aligns all other departments to identify potential

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vacancies or skill gaps. Based on the nature of the need, the human
resource department arranges for recruitments which may be permanent
or contractual in nature, as well as arranges training sessions if need be
for the current workforce. 

 The IT Backbone Realizing Planning System, the best retail planning

system in the world. With the help of the ERP, they are able to replicate
stores, open new stores faster and get information about merchandise
and customers online, which reduces the turnaround time in taking quick
decision.

ANNUAL REPORTS/FINANCIAL STATEMENTS:-

It’s confidential in Shoppers Stop.

CHAIRMAN AND AGM REPORT:-

It’s confidential in Shoppers Stop.

CHAPTER-6
SUMMARY OF FINDINGS,
SUGGESTIONS/RECOMMENDATIONS AND CONCLUSION

SUMMARY OF FINDINGS:-

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  How the retail store works and what are the responsibilities and
duties of various supervisors.
 How to interact with consumers and resolving their issues.
 How to promote and advertise the new schemes and products
related to shoppers stop.
 How to manage and plan activities within the store level.
 Marketing strategies of Shoppers Stop like First Citizen, Discount,
Bill Buster, etc.

SUGGESTIONS/RECOMMENDATIONS:-

 As Covid cases again started increasing day by day there should be

proper checking of mask and vaccination certificate of customers
and employees.
 As I was listening in daily briefing that conversion rate of
customer is less so there should be proper step that has to be taken
by supervisors to increase conversion rate.
 If any new offer comes, it should be displayed on the customer
entry date so that customer should know about new offers at the
time of entry only.
CONCLUSION:-
I am happy to complete my internship in Shoppers Stop under Marketing
Department. The working environment of Shoppers Stop is very
inspiring and given me a lots of experience during this 2 months of
Internship. From Supervisors to Staffs each and Every one who were
there in Shoppers Stop were ready to help me and was always there if I
was facing any problem. It was totally new and great experience for me
for doing my internship under Shoppers Stop and I’m very thankful to

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Shoppers Stop for giving me this opportunity and it will really help in
my future career.
REFERENCES:-
1. Google Search Engine.
2. Yahoo search engine.
3. Shoppers Stop official website (shoppersstop.com)

CHAPTER-7

LEARNING FROM INTERNSHIP

 On the first day of my internship, I went to home stop, Garuda.

There I got the induction about the Shoppers Stop. I got to know
about the Background of Shoppers Stop, then, I came to know
about Unit structure, Awards and Achievements and Areas of
operation of Shoppers Stop.

 On the Second day of Internship I went to Shoppers Stop, there I

learned about how the Shoppers Stop Store works.

 I also learned how the head department motivate and helps the
employees to do their works so that they can give their best.

 Then, I had learned about the Loyalty Program Scheme for the
loyal customers through which customer can get points which they
can use in purchasing the products from Shoppers Stop.

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  I also got opportunity to interact with lots of customers and make
them aware about Bill Buster offers.

 I had also learned the working of HR and I had also helped HR in

auditing work.

 I also learned about how the Global Counting and PICS is done
and I got the opportunity to be part of these activity.

 As I took Specialization in MBA as FINANCE, I got the golden

opportunity to learn about the working of Finance department of
Shoppers Stop.

 I got the opportunity to organize 3 days activity for Children’s Day

from 12th November to 14th November. On 12th November we
organized drawing competition for kids and had also given various
surprise gifts to them. We also put open games for kids. On 13th
November we called paint tattoo artist for kids and also distributed
balloons to kids. On Children’s Day (14th November) we called
sketch artist who made the sketches of kid and we had also
organized kids fashion show where shoppers stop had only
provided dresses just kids have to walk on stage. We had also
distributed chocolates and various surprise gifts during these 3
days.

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THANK YOU

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