Why I have chosen it: Bashundhara Residential Area is one of the best residential areas comparing to others residential areas of Dhaka city. It has been started almost 25 years ago. It has been said to be a remarkable residential area because of its suitable location in the heart of the Dhaka city, good communication system with others commercial parts of the capital.
However it became much more popular throughout the country due to its world class hospital like – Apollo hospital; renowned educational institutes like International School Dhaka and North South University, and corporate house of Grameen Phone added its extra valuation than any other areas in Bangladesh. Most of the habitant of Bashundhara are mainly occupied by job holders, businessman, student and others elite societies. Although it had been started long time ago due to demand of the necessity of the mass population, but very recently, the density of the population is increasing dramatically.
Under the present perspective to fulfill the basic needs of the households, there has been notable number of super shops, grocery shops and others daily necessary items shops are available at the entrance of bashudhara residential area which is not so far from living areas. But now-a-days, super shops are being very much popular throughout the customers for the convenience of their shopping and bashundhara residential area is no such exception. There are four such super shops are presently available. Super Shop
An especially large retail store that serves as a one-stop shopping destination by offering highly diversified merchandise, such as groceries, toys, and camera equipment, or a wide variety of merchandise in a specific product line, such as computers or sporting goods.. For example, many superstores allow consumers to buy groceries, but the super shops available in Bashundhara residential area cannot provide facilities like banking, photos developing, and oil changing facilities in the customers’ vehicle.
Super shops of Bashundhara residential area about which I am going to prepare my report are Genius Shopping Centre, Non Stop Mega Shop, K. B. Mega Shop and Bashundhara Collection. Genius Shopping Centre: Genius Shopping Center is the market leader among other super shops of Bashundhara residential area. It is said to be the first and pioneer of the super shop comparing to others super shop this area. It has been established about 4 years ago. As the first super shop, it has earned the immense brand image comparably to others.
It has the heist amount of sales. They started with a small shop but due to the innumerous pressure of customers they have successfully expanded its size and facilities to think of their valuable customers. One demerit for genius can be stated that their super mall is two storied and customers face problems during shopping when they run with their trolley on the ground floor but when customers goes to first floor they have to leave their trolley on the ground floor and it creates problems during their shopping.
Non Stop Mega Shop: After Genius, Non Stop Mega Shop was opened with almost same facilities like Genius along with some extra benefit like CD -DVD collection shop and huge varieties of products and this mega shop is the major challenger for Genius. Therefore, Non Stop Mega Shop is delivering some additional facilities to its customer like their stuffs are very much prompt and quick service provider. Comparing to Genius, Non Stop Mega Shop is benefiting for its physical infrastructure as it is one storied and customers can easily move from one part to another part on the same floor.
K. B. Mega Shop: Apart from the above mentioned Genius and Non Stop Mega shops. K. B. Mega Shop is one of the most recently opened super shop which is trying to attract the customers but they are somehow failed due to its narrow entrance and its front side also occupied by varies fruits and others vendors that very often creates hassles to customers to get into it. K. B. Mega Shop is the follower than others previous super shops. Another very disadvantage for K. B.
Mega shop is that unfavorable location for the customers as it is situated on the left side of the entrance road, as the customer face severe problem to park their vehicle. Bashudhara Collection: Bahsundhara Collection is the most recently opened super shop at the bashundhara area which is also the follower. They has stated their business around four years ago with the very small grocery shop but now they have shifted to new area very nearer to its previous location. Although it is follower but it has a big advantage than others as it has medical pharmacy along with all grocery and households’ items.
The physical evidence of the super shop is enough to give extra rhythm to its customer. Disadvantge for bashundhar collection is same as K. B. Super shop as its car parking facility. There is no such super shop which follows accurately Niche Marketing idea but somehow the most recently opened mega shops are a little bit niche marketing for young generations specilly for teenagers and children. The super shops at the entrance of Bahsudnhara residential area don’t accurately follow the dealing with competition principles.
There is no formal procedure that is being practiced. But depending upon different situations in some cases they are applying some of the rules. But the practice is very limited. Here the firm definitions are very similar. All of them are selling almost same kinds of products and the prices in all shops varies very slightly as they try to be competitors of each other. So without any doubt they are close competitors. The benefits the customers derive from the services are almost similar. That’s why the level of substitutability is more similar.