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Strategic Audit of Bhatbhateni Supermarket

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Mr. SohanBabuKhatri




MBAe, Sec-B

25th Nov 2017


Introduction        1

Strategic Analysis and Formulation Tools        2

Performance Assessment        2

Internal Analysis        3

IFE Matrix of Bhatbhateni Supermarket        3

External Analysis        4

EFE Matrix of Bhatbhateni Supermarket        5

Internal External Evaluation Matrix (IE Matrix)        6

SWOT Analysis        7

SWOT Matrix        7

Porter’s Five Forces Model        9

SPACE Matrix        10

Competitive Profile Matrix (CPM)        12

Balanced Scorecard Method        13


Bhatbhateni Supermarket

Bhatbhateni is a leading supermarket and departmental store chain in Nepal.Bhat-Bhatenioperates as a private limited company.  Since 1984 A.D, Bhat-Bhateni has grown from a ‘single shutter’ 120 sq. ft. cold store to become the leading supermarket and departmental store chain in Nepal, and the highest tax payer in the retail sector since 2008 A.D. with more than 50,000 customers daily. It has developed a reputation for continuous improvements, every day low price and a product offer second to none. There are currentlythirteen(13) leading supermarket and departmental stores conveniently located in central Kathmandu, Lalitpur, Pokhara, Chitwan, Dharan and Butwal. Mr. & Mrs. Min B. Gurung started Bhat-Bhateni cold store in 1984. Son of a farmer with six siblings, Mr. Min B. Gurung had a successful banking career after completing his university education. He had the vision and courage to leave this job to lead Bhat-Bhateni in a full-time capacity following the expansion to a two floor (3,000 sq. ft.) supermarket in 1992.

The opening of the Maharajgunj superstore in September 2008, then three stores opened in Koteshwor-kathmandu, Chuchepati-Bouddha , Krishna Galli-Pulchowk in 2011 A.D.,Pokhara Store opened in 2012, Anamnagar, Balaju and Kalanki stores opened in 2014, Chitwan and Dharan stores opened in 2016, similarly Butwal store opened in 2017 set the current benchmark for the business, with over 4,500 combine staff helping customers chose between 150,000 products across a 10,00,000sq. ft. sales area.

Having achieved more than most people can hope for in a lifetime, Mr. Min B. Gurung has only just started. An ambitious expansion plan will see many new stores in Kathmandu and across Nepal over the next few years and a new warehouse unit has opened at Baluwatar. The Bhat-Bhateni story has only just started.

All stores are open from 7:30am to 8:30pm, 7 days per week and offer a full range of 150,000 products from 1000 local and international suppliersincluding a wide range of groceries, fresh fruits and vegetables; a broad range of leading international liquor, toiletries and cosmetics brands; and an extensive choice of kitchenware, clothing, sports, toys and electrical items. Furthermore, both premises include excellent value jewellery stores that offer a wide range of gold and silver ornaments in both traditional and modern styles.More than 50,000 people visit the stores daily and benefit from a 7-day return/exchange policy. With over 4,500 combined store staff, consistent merchandising and assured customer service is guaranteed.

Vision – To be the best retailer in the hearts and minds of customers and employees

The motto of Bhatbhateni is – “Save time Save money”.

Strategic Analysis and Formulation Tools

Performance Assessment

Before beginning the strategic analysis process, firstly it is necessary to assess the key indicators of the performance.

Customer Satisfaction-Ability to attract and maintain customers

Low performance






High Performance


Evidence :Despite huge customer base, there is lots of customer complaints regarding the performance of staffs.

Competitiveness-Ability to do better than your competition

Low performance






High Performance


Evidence :Even though new marts like Big Mart and K-Mart, it still boasts of the highest number of the customers.

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