Foundation of Technology Management

(Assignment-ii)
Title: Proposing an acquisition Idea

Created & Presented by-

• Vaidik Baria
• Bhavesh Motwani
• Murali Manohar
• Nisarg Malvi
• Meet Patel

Under the guidance of-

Prof. Aninda Basu
 Vision & Strategy
Strategy of Big Bazaar:-
• The stores focused less on branded
items and more on unbranded
products with the same qualityClick
as to add text
branded ones, at a much cheaper
rate. Commenting on this, Biyani
said, "We are not in the business of
selling ambience, but in the
business of giving the best possible
deals to our consumers."
Identification
• Big bazaar is incurring huge losses, specially during covid period.
• Online presence for Big Bazaar.
• Technology: -
On-demand delivery
Scheduled delivery
Self-Pickup
The ice-cream truck model
Selection
• We are selecting Zomato for their
on-demand online delivery
technology.
• It fits our vision as it has vast PAN
India & large customer base. (63
cities & 32.1 million).
• Discarding- Self-pickup & Ice-
cream truck model.
• Future prospect- Scheduled Online
delivery.
 Acquisition
• Vertical merger(Big Bazaar)

• Product extension merger(Zomato)

• Big Bazaar: -
 Robust supply chain
 Additional consumer base

• Zomato:-
 Access to groceries
 E-tail (Sort of)
 Porters Five Forces
Bargaining power(Suppliers):Low-Moderate

• Lack of option & platform

New Entrants’ Threat: Low- • Some suppliers can bargain (Quality)
Moderate • Major source of revenue.
• Huge investments Substitutes’ Threat: Moderate
• Technology superiority • Physical retails
• Manpower Rivalry in Industry: High • Vegetable vendors
• Brand image • No switching Cost • No switching costs
• Various e-tailing & grocery brands

Bargaining power(Buyers): Moderate-High

• Competitive prices of competition
• No switching cost
• Moderating factors- Brand image, quality
Exploitation Plan
• Segment in zomato’s application for
big bazaar goods.
• Big bazaar’s low priced-high quality
goods at home or restaurants.
• Flash Sales.
• Additional benefits with
membership.
• Omni channel.
Marketing Channels
• Email Marketing
• Festivals & flash sales mails

• PPC(Pay-per-click)
• Between games or social media scrolling

• SEO(Search Engine Optimization)

• Top results in google searches

• Content Marketing
• Blogs or reviews(Consumer Trust)
GTM Plan
• Middle & High class people
It is the perfect • Working homes & bachelors
time for entering,
post-covid era. Application with food, with
low price-high quality
groceries & retail goods.
• Digital Marketing
• Effective Prices
• Flash Sales
• SEOs

• Growth of middle class

• Working women
• Brand Image
• Urban & Semi-Urban Cities • Post-covid Habits
Thank you