“TO UNDERSTAND THE PROCESS OF COMMERCIAL RETAIL SECTOR”

SUBMITTED TO

INTERNATIONAL SCHOOL OF BUSINESS & MEDIA

IN PARTIAL FULFILMENT OF THE REQUIREMENTS

FOR THE AWARD OF THE DEGREE OF

POST GRADUATE DIPLOMA IN MANAGEMENT

BY

SHIVAM SRIVASTAV

(2020-2022)

UNDER THE ESTEEMED GUIDANCE OF

FACULTY MENTOR COMPANY MENTOR

Dr. NEHA ARORA VIRANG GANDHI

Prof Economics SENIOR ASSOCIATE DIRECTOR

(ISB&M) (Retail head Pune Region & Gujarat CBRE)

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 DECLARATION

This is to declare that I “SHIVAM SRIVASTAV” student of International School of Business

and Media, batch 2020-2022 has given original data and information to the best of my
knowledge in this Summer Internship Report (SIP) on the project titled “An Analysis of
Commercial Retail Sector” is a record of independent work carried out by me under the
guidance and supervision of “Dr. NEHA ARORA” towards the partial fulfillment of
requirement for the PGDM program.

Signature of Student: Shivam Srivastav

Date: 25th June 2021

Signature of SIP Guide

Date:

Signature of Chairperson Academics

Date:

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 ACKNOWLEDGEMENT

There are so many people who are responsible for the success of this project. There are a few
specific names that I would like to mention here who have helped me a lot.

I respect and thank Mr. VIRANG GANDHI for providing me an opportunity to do the project
work in CBRE and giving me all support and guidance which made me complete the project
duly. I am extremely thankful to her for providing such a nice support and guidance, although
he had busy schedule managing the company business.

I owe my deep gratitude to my mentor Mr. VIRANG GANDHI and his team who took keen
interest on our project work and guided us all along, till the completion of our project work by
providing all the necessary information for developing a good system.

I would not forget to remember Dr. NEHA ARORA for their encouragement and more over
for their timely support and guidance till the completion of my project work.

I am thankful to and fortunate enough to get constant encouragement, support and guidance
from all Teaching staffs of INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA
which helped me in successfully completing my project work.

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 COMPANY CERTIFICATE

(CERTIFICATE & FEEDBACK REPORT)

COMPANY WILL MAIL IT TO PLACEMENT CELL ON 9TH JULY 2021
(APPROVED BY SIP MENTOR)

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 SIP FEEDBACK

INTERNATIONAL SCHOOL OF BUSINESS & MEDIA

SUMMER TRAINING – EVALUATION SHEET

This feedback form is intended to provide the students with an analysis of their performance during the period of
summer training. A sincere and honest feedback will help the institute and students to look up into the skills sets,
which need to be developed and also into those areas of concern, which need to be improved. Hence, it is expected
the feedback is given its due importance so as to help students perform better in their second year of the course and
also henceforth in their place of work.

Name of the Organization:

Name of the Student:

Title of the Project:

Project Duration – From: To

Pick rank each on a scale of 7 (Can paste the picture of the symbol “ ” in the appropriate box below

Parameter 1 2 3 4 5 6 7

Poor Outstanding

1.0 Discipline

1.1 Adhered to norms of

discipline/Rules

1.2 Punctuality

2.0 Attitude and Behaviour

2.1 Attitude towards learning

2.2 Attitude towards assignment

2.3 Commitment and Seriousness

2.4 Drive & Energy

2.5 Initiative

2.6 Perceived Behaviour

3.0 Assignment Skill Sets

3.1 Information Sourcing

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3.2 Analytical Ability

3.3 Quality of Recommendation

3.4 Quality of Presentation of Report

3.5 Communication

a) Verbal

b) Written

3.6 Social Skills (Interaction, getting

along with others, etc.

3.7 Ability to correlate the project to the

business of the organization

3.8 Overall grading of Assignment

Any other remarks for improvement:

Will be a valuable addition to any team.

Rating Very Good Good Average Please Tick

Grade A+ A B+ B C+ C

Date:

Name: Seal and Signature:

Designation: ________________

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 INDEX

CHAPTER CONTENT PAGE NO.

1 EXECUTIVE SUMMARY 8

2 COMPANY PROFILE 9

3 SWOT 11

4 COMPETITORS ANALYSIS 13

5 OBJECTIVE OF STUDY 14

6 SCOPE 15

7 RESEARCH METHODOLOGY 16

8 DATA ANALYSIS & INTERPRETATIONS 18

9 FINDINGS & ANALYSIS 23

10 SUGGESTIONS/ RECOMMENDATIONS 25

11 LIMITATIONS 26

12 CONCLUSION 27

13 REFERENCES 28

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❖ EXECUTIVE SUMMARY:

This report explores a mixed study of various sectors starting with retail real estate industry in
Pune, Global Brands, Norms and regulations of Municipal Corporation of Chandigarh,
Business Development Carried out in cities of Gujarat, Maharashtra & Punjab.

I analysed the commercial retail market and land market of Rahatani, Kalewadi Phata, laxman
nagar,dange chowk, Wakad, Bhumkar chowk, Ravet and Properties available on Mumbai Pune
highway starting from Wakad bridge to Talegaon. Analysis of rules and regulations of
Municipal Corporation Norms of Chandigarh City for various parameters such as commercial
building norms, fire norms and what are the emerging commercial projects in Chandigarh city,
going forward with my project I also analysed and made report on Watch Industry of India
covering market segment analysis and who are major players driving watch industry of India
and about technology innovation happening in watch industry and what is the future outlook
of watch industry of India.

This report also explores the business development carried out in Maharashtra, Gujarat and
Punjab state of India about Developers, Major Schools, Hospitals and Clinics, Party Lawn &
Banquet halls, Jewellery stores, Automobile Dealers and Showrooms and F&B stores.

The next and one of the major part of the project revolves around Global brands. It also sates
analysis of different brands of apparel, electronic, toys market, supermarket/Hypermarket/Cash
& Carry Stores, Luggage brands, footwear Brands, Amusement parks, Banks, Gas Stations,
QSR, etc and all Malls residing in countries of Greece, Poland & Cuba.

After completing this study it was found that after lockdown both the residential and office
markets started showing promising signs of revival. As business activities resumed with the
gradual opening of the, the office market witnessed green shoots of recovery. And owners of
land are more available for leasing compared to outright in western zone of Pune. And there is
a large scope of growth for CBRE to tap market of Punjab & Gujarat as during study we found
potential market and developers who were ready to collaborate with CBRE for expansion.

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❖ COMPANY PROFILE

❖ INTRODUCTION:

CBRE Group, Inc. is the world’s largest commercial real estate services and investment firm,
with 2020 revenues of $23.8 billion and more than 100,000 employees (excluding affiliate
offices).

CBRE has been included on the Fortune 500 since 2008, ranking #122 in 2021. It also has been
voted the industry’s top brand by the Lipsey Company for 20 consecutive years, and has been
named one of Fortune’s “Most Admired Companies” for nine years in a row, including being
ranked number one in the real estate sector in 2021, for the third consecutive year. Its shares
trade on the New York Stock Exchange under the symbol “CBRE.”

❖ HISTORY:

The company was established by Tucker, Lynch & Coldwell on August 27, 1906. It
was named Coldwell, Banker& Company in 1940. Following CB Commercial’s 1998
acquisition of Richard Ellis International Limited, which traced its roots to London in
1773, the company changed its name to CB Richard Ellis(CBRE) .

In1994,CBREwasthefirstinternationalrealestateservicesfirmtosetupanofficeinIndia.Sincethen,
ouroperationshavegrowntoincludemorethan5,500professionalsacrossnineoffices,withapresenc
einover25citiesinIndia. The company changed its name to CBRE Group, Inc. on October 3,
2011.This change was made to bring the formal name of the company into alignment with the
well-recognized "CBRE" brand.

In 2020 CBRE organized its largest ever global fundraising campaign in response to the
COVID-19 pandemic. Fortune named CBRE the Most Admired real estate company for the
second year in a row; its eighth time on the list. CBRE was named a World’s Most Ethical
Company for the seventh year in a row and was ranked the top real estate brand for 19
consecutive years by The Lipsey Company. CBRE ascended to #128 on the Fortune 500.
CBRE was named to Bloomberg’s 2020 Gender-Equality Index. Dallas becomes CBRE's
global headquarters city.

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❖ VISION:

Be the preeminent, vertically integrated global commercial real estate services and
investment firm serving our clients with market-leading collaboration.

❖ VALUES

• RESPECT:

We act with consideration for others’ ideas and share information openly to inspire trust and
encourage collaboration

• INTEGRITY:

No one individual, no one deal, no one client, is bigger than our commitment to our company
and what we stand for.

• SERVICE:

We approach our clients’ challenges with enthusiasm and diligence, building long-term
relationships by connecting the right people, capital and opportunities.

• EXCELLENCE:

We focus relentlessly on creating winning outcomes for our clients, employees and
shareholders.

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❖ SWOT ANALYSIS OF CBRE:

STRENGTHS:

Reliable suppliers

Strong distribution network

Superb Performance in New Markets

Automation of activities

WEAKNESSESS:

The marketing of the products left a lot to be desired. Even though the product is a success in
terms of sale but its positioning and unique selling proposition is not clearly defined which can
lead to the attacks in this segment from the competitors.

Organization structure is only compatible with present business model thus limiting expansion
in adjacent product segments.

Financial planning is not done properly and efficiently. The current asset ratio and liquid asset
ratios suggest that the company can use the cash more efficiently than what it is doing at
present.

Not very good at product demand forecasting leading to higher rate of missed opportunities
compare to its competitors. One of the reason why the days inventory is high compare to its
competitors is that CBRE Group is not very good at demand forecasting thus end up keeping
higher inventory both in-house and in channel. There are gaps in the product range sold by the
company. This lack of choice can give a new competitor a foothold in the market.

OPPORTUNITIES:

New trends in the consumer behaviour can open up new market for the CBRE Group . It
provides a great opportunity for the organization to build new revenue streams and diversify
into new product categories too.

The market development will lead to dilution of competitor’s advantage and enable CBRE
Group to increase its competitiveness compare to the other competitors.

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Organization’s core competencies can be a success in similar another products field. A
comparative example could be - GE healthcare research helped it in developing better Oil
drilling machines.

Economic uptick and increase in customer spending, after years of recession and slow growth
rate in the industry, is an opportunity for CBRE Group to capture new customers and increase
its market share.

Lower inflation rate – The low inflation rate bring more stability in the market, enable credit
at lower interest rate to the customers of CBRE Group.

THREATS

The company can face lawsuits in various markets given - different laws and continuous
fluctuations regarding product standards in those markets.

No regular supply of innovative products – Over the years the company has developed
numerous products but those are often response to the development by other players. Secondly
the supply of new products is not regular thus leading to high and low swings in the sales
number over period of time.

The demand of the highly profitable products is seasonal in nature and any unlikely event
during the peak season may impact the profitability of the company in short to medium term.

Increasing trend toward isolationism in the American economy can lead to similar reaction
from other government thus negatively impacting the international sales.

Intense competition – Stable profitability has increased the number of players in the industry
over last two years which has put downward pressure on not only profitability but also on
overall sales.

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❖ COMPETITOR’S ANALYSIS:

1. CUSHMAN AND WAKEFIELD

Cushman and Wakefield is an American commercial real estate services company that provides
commercial real estate consulting services. Cushman & Wakefield's headquarters is in
Chicago, Illinois. Cushman & Wakefield has a revenue of $-219.3M, and 48,000 employees.
Cushman & Wakefield has raised a total of $818.2M in funding. Cushman & Wakefield's main
competitors are Colliers, Knight Frank and JLL. As of May 2019, Cushman & Wakefield has
30.1K fans on Facebook and 60.6K followers on Twitter.

2. KNIGHT FRANK
Knight Frank provides residential and commercial property advisory services. Knight Frank is
a Private company. Alistair Elliott is the Managing Partner of Knight Frank and has an approval
rating of 77 from Owler members. Knight Frank's top competitor is Cushman & Wakefield,
led by Brett White, who is their Chairman & CEO. Knight Frank has 14,926 followers on
Owler. Estimated revenue $689M and estimated employees 1870

3. JLL
JLL is headquartered in Chicago, Illinois. Christian Ulrich is the President & CEO of JLL.
JLL's IPO generated $92M. JLL has acquired 40 companies, with the most recent being
Corporate Concierge Services for an undisclosed amount on Mar 2019. As of May 2019, JLL
has 133.2K fans on Facebook and 67.5K followers on Twitter. Annual revenue $16.6B and
employees 90000.

4. COLLIERS INTERNATIONAL
Colliers International provides commercial real estate consultancy services. Annual revenue is
$2.5B and

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❖ OBJECTIVES OF STUDY:

Project 1: Property Identification

➢ To carry out property identification & Sourcing for Commercial projects present in the
Western Pune Region.
➢ To carry out research on land available for Lease and Outright

Project 2: Business Development

➢ To carry out Business Development in cities of Gujarat, Maharashtra and Punjab.

➢ To carry generate leads for retail team of CBRE
➢ To analyse Cold, Hot and sales ready leads between generated leads.

Project 3: Brands & Malls

➢ To analyse different sectors global brands and Malls present in Cuba, Greece and
Poland Countries.

Project 4: Chandigarh Municipal Corporation

➢ To analyse norms of Chandigarh Municipal Corporation for development of

Commercial projects.

Project 5: Watch Industry Of India

➢ To carry out overall study on Watch Industry of India.

➢ To find how CBRE can help watch industry to grow
➢ To find major players in Watch Industry of India

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❖ SCOPE OF THE STUDY

The report’s scopes are followed below-

➢ Information for the analysis was collected from various websites, database, research
papers, study materials, Social network, Just Dial.
➢ Geographic scope of the Project Reports is limited
➢ For Project 1within Pune
➢ For Project 2 within Gujarat, Punjab and Maharashtra
➢ For Project 3 within countries of Cuba, Greece and Poland.
➢ For Project 4 within Chandigarh City
➢ For Project 5 within India

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❖ RESEARCH METHODOLOGY

Methodology refers to the comprehensive actions of research in my internship report. To

achieve the required results to establish the objective, some methods are used. This section will
clarify the methods I used to do this project.

Methods:

To achieve the required results to establish the objective Qualitative analysis were used

Qualitative Analysis:

Though A large number of unstructured Telephonic interviews were taken, in-depth interview
of some of the developers of Pune were conducted to get proper insight of the commercial
market of Pune.

❖ Overview of the Data Collected and Used

The study will be both a mixture of quantitative along with qualitative part. A basic overview
of the data collected and used to make this report are described below.

❖ Data Type:

This report will be based both on Primary and Secondary data.

❖ Data Resource:

Primary Resource:

Primary data on developers and Property owners is collected from personal observations and
in person meetings.

Secondary Resource:

Like primary source, secondary source is also major stream of information for the report.

List of the secondary resource are:

1. Internet

2. Financial Reports

4. Several other reports

5. And other sources

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For Project 1

I have collected information about various properties and commercial buildings by visiting
places and meeting Developers, Property Owners, Sales Personnel’s and Agents.

For Project 2

I have gathered data such as contact numbers and Email id’s of developers & other leads from
Just dial, Gujarat- Rera, Maharashtra Rera website and other websites

For Project 3

I have gathered data about brands present in Cuba, Poland and Greece from Wikipedia and
have went through their financial report for financial information and for malls we took
information from your websites present on google

For Project 4

I visited Chandigarh Municipal Corporation website and went through the manuals and pdfs
stating information for development of commercials under corporation area of Chandigarh.

For Project 5

I collected information from research papers, articles, newspapers and from various websites
available on Google to make report on Watch Industry of India

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❖ DATA ANALYSIS & INTERPRETATIONS:

Project 1;

Area Commercial Property Land(For Lease/Outright)

Wakad 20 5
Rahatani 10 0
Kalewadi 0 0
Mumbai Pune Highway 5 5
Ravet 5 7
Dange & Bhumkar Chowk 7 0
Total 47 17

Property Identification
25

20

15

10

0
Wakad Rahatani Mumbai Pune Highway Ravet Dange & Bhumkar
Chowk

Commercial Property Land(For Lease/Outright)

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 Project 2:

Area Hospital Schools Automobile F&B Jewellery Party Lawns &

& Clinic Dealers & Banquet Halls
Showrooms
Gujarat 0 0 7 0 60 24
(Jamnagar)
Gujarat 0 0 15 7 10 12
(Bhavnagar)
Punjab (Including 248 159 0 0 0 0
all Cities)

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Developers Data

Cities Developers
Jamnagar(Gujarat) 251
Bhavnagar (Gujarat) 149
Nagpur (Maharashtra) 27

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 For project 3:

Country Supermarket Amusement Apparel Automobile Bags Banks Books Electronic Footwea Optics, QSR
/Cash & Park s & Toy s, Mobile r Pharma& &
Carry/Hypermark Store & Gaming Gas Multiplex
et Stations
Cuba 0 2 8 7 7 5 2 9 0 8 0
Greece 6 6 8 21 7 6 5 11 7 15 8
Poland 18 3 14 21 0 3 7 22 8 20 11

Global Brands
25
20
15
10
5
0

Cuba Greece Poland

Country No. of Malls

Cuba 2
Greece 12
Poland 26

No. of Malls Cuba

5%

Greece
30%

Poland
65%

Cuba Greece Poland

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For project 5:

Source: Internet
https://www.businesswire.com/news/home/20210104005700/en/Luxury-Watch-Market-to-Grow-by-Almost-1-
Billion-Despite-Pandemic-Technavio

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❖ ANALYSIS& FINDINGS:

Project 1:

Due to lockdown there are various commercial property in Wakad area which are idle and have
scope for CBRE to do business with developer and can give offer to brands for opening of their
outlets. In waked area majority of land is are owned by Kalate Family. Dange Chowk don’t
have any vacate land parcel but have various commercial space same is the scenario for
Kalewadi Phata. For Ravet and Mumbai Pune Highway there are many land parcels where
developments can be carried out there are some land parcel in which construction of residential
building will be carried out and some disputed and agriculture land is also present alongside
the road.

Project 2:

Business Development process are carried out in cities of Punjab and Gujarat. For cities of
Punjab BD is carried out only for Schools, Hospitals and various Clinics of IVF, Diagnostic
Centres, Eye and Dental Clinics, etc. Overall lead generation for Punjab state was 407.

For cities of Gujarat state BD is carried out for F&B, Automobile Dealers & Showrooms,
Jewellery and Banquet halls and Lawns. Overall lead generation for Gujarat State was 135.

Business Development process carried out for Developers in Jamnagar, Bhavnagar city in
Gujarat and Nagpur city in Maharashtra. Overall lead generation for Gujarat and Maharashtra
was 427.

Lead Conversion:

Warm Leads: 25

Strong Leads: 10

Project 3:

In project 3 Overall study of presence of Global brands which were there in cities of Cuba,
Poland and Greece was carried out. Brand coming under categories of QSR, Optics, Apparel,
Supermarket, Hypermarket, Cash Carry Stores, Convenience Stores etc. were studied and data
such as their Founder, CEO, India CEO, Head Office, India Head Office, No. of store present
in Country, Listed Stock exchange, Establishment Year, Net worth, Merger Acquisition
information, etc. Therefore overall 286 brands where been researched in the tenure of entire

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project. Apart from brands, study of Malls were carried out overall for 40 Malls, Research were
carried out about their location, size, developers name, owner, anchor stores present in mall,
etc.

Project 4:

In project 4 Study of norms and regulations of Chandigarh Municipal Corporation were carried
out all the rules which are vital for the development of commercial property were researched
and a report was submitted to Associate Director of CBRE.

Project 5:

In project 5 Research was carried out for “Watch Industry Of India” right from the Birth of
industry, turning point, top 10 major players of watch industry, Innovation carried out in watch
industry to how CBRE can help business to grow and how FDI were helping industry to grow,
etc. A PowerPoint Presentation was submitted to Associate Director of CBRE.

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❖ RECOMMENDATIONS

According to the analysis and findings, there are some recommendation for the CBRE based
on the study.
➢ There is a large scope for development of commercial properties in western Pune. Soon World
Trade Centre will going to be opened in Mulshi and there is an upcoming phoenix mall 2 in
Wakad near Sayaji Hotel soon will going to be opened so the wakad area will face a high rate
of foot fall of people Therefore land parcels near to WTC and Phoenix Malls will also gonna
have good attraction of crowd so opening of roof tops and restaurant near to it will be a good
choice
➢ The land parcels present near Indira college can be developed for Gaming zones and QSR’s.
➢ There are various vacate mezzanine commercial properties are present near many residential
complex that can be offered to Saloons and Bakeries.
➢ Land Parcel near Ravet can be offered for Development of Hypermarkets as Dmart and Big
bazar are far away from that location.

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❖ LIMITATIONS

During the three months’ internship period, so many obstacles came in. Some of the limitations
in making the report are following:

a) Lack of knowledge
As a student, in the research field, I have no past practical experience of data collection, data
processing, data analysing, integrating and presenting. So it is a limiting factor for obtain
accurate information.

b) Lack of time
For the time limitation I could not gather more information to justify exact condition. The time
constraints are limiting factors.

(c) Lack of Comfort

In collecting primary data, it is really hard to get correct information from people as they might
not feel comfortable and have insecurity that information might be used for wrong purpose.

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❖ CONCLUSION

Working in a Multinational Fortune 500 company was one of my dreams. I am so happy that,
I could complete this internship successfully For a young blood like me working with the
creative minds and professionals definitely was a great experience for me. The office and
people there were great like home. We used to have fun, work lately with high encouragement
Every communication counts. 360 degree communication is done by CBRE, though 3 months
attachments is not enough for a person to learn all those, but the relationships made there are a
lifetime asset who are still with me helping learn so many things. It was a great journey working
with so many developers of Pune, Jamnagar, Bhavnagar, Nagpur. which concludes that, it has
been a great learning opportunity for me. This has been a great learning experience for my
career. The project in this report helped me to understand the overview of Real estate, Instil
the understanding of retail in real estate, Got to know what are the legal agreements used? And
what is the importance of Municipal Corporation Norms in construction of Commercial
Building.

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❖ REFERENCES
1. https://www.cbre.co.in/
2. http://fernfortuniversity.com/term-papers/swot/1433/259-cbre-group.php

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