SWOT ANALYSIS OF MODERN AND TRADITIONAL SHOPS IN THANE CITY

Abstract

There has been an increase in the number of retail formats emerging in India. The last few years have seen new formats of retail spreading out to the second-tier cities and towns. Consumers in these areas are exposed to modern shopping options and experiences like never before. Competition amongst formats is increasing with Modern Trade eating into the pie of Traditional retailers. Retailers need to become aware of their strengths, weaknesses, opportunities, and threats, Maximize their strengths and opportunities, Minimize their weaknesses and threats, and develop suitable/appropriate strategies to benefit by applying the same. Hence a SWOT (Strengths, Weaknesses, and Opportunities, Threats) analysis of Modern and Traditional retailers will help to capture, analyze and convert consumer data into actionable information and transform their professional models to survive and thrive. A Quota Sample of 559 Households of Low, Medium, and High-income groups was studied through the Survey method, in Thane City, Maharashtra, India. This paper attempts to explore Product, Service, Customer, Promotion, Payment and Other considerations that are essential to shoppers which both Modern and Traditional retailers need to take cognizance of.