Abstract

This caselet discusses the growth strategies of Viveks — a chain of retail stores in Tamil Nadu and Karnataka that offered home appliances and consumer electronics. Between 1999 and 2002, Viveks ventured into an aggressive expansion strategy to strengthen its position in the consumer durable retail sector by setting up new outlets and acquisitions. At the same time, the company aimed at optimizing inventory, reducing cost, and other strategies for efficient operations. This caselet also discusses the promotion tactics of Viveks, highlighting its annual New Year sale.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Impact of expansion strategies on retailing
• and Kinds of promotion methods deployed in retailing.

Keywords

Viveks, Jainsons, Consumer Electronics, Store, Outlet, Private Labels, Expansion, New Years Day, Loyalty Programs