MACRO & MICRO FACTORS OF “SWIGGY”.

INTRODUCTION
Swiggy is Bengaluru based company, it was founded in 2014 by
Sriharsha Majety and Nandan Reddy. Major aim of Swiggy is to
connect restaurants to foodies in the city. Ideal customers of Swiggy
is the ages of 18 to 35 . Swiggy offers rosy discounts which attracts a
lot of customers to it. Restaurants claims that they get huge numbers
of orders from Swiggy as compared to zomato and Ubereats. Area
servered by Swiggy is 300+ cities across India. $1.3 billion, it is the
total valuation of Swiggy in the market.

 Mission: Swiggy’s mission is to change the way India eats.

  Tagline: “ Swiggy karo phir jo chahe karo”.
 Competitors: Zomato and Ubereats.
 Clients: Almost all the restaurants are connected to swiggy
but Golivada pav, Cafe Coffee Day and Burger king are
major clients of Swiggy.
 Segmentation :
1. Demographic segmentation, it mainly targets the
youth.
2. Psychographic sementation , it targets those
customer who wants to avoid the traffic of the city
and want the food at their place.

MACRO FACTORS OF SWIGGY

1. POLITICAL & LEGAL FACTORS: This factor indicates impact
on organisations by government policies. It includes fiscal,
taxation and political policies.
Food Safety and Standard authority of India (FSSAI) has issued
revised guidelines for online food companies which includes
“Swiggy”.
 Food products offered for sale should be sampled, like by
providing images and pictures of food on their app so that
customer can recognize the product.
 Mandatory information given in FSS Act should be
provided by the companies to customers.
 Food should be deliver before 45 days of expiry.
 Swiggy follows all the guidelines and rules of FSSAI.
 All unregistered restaurants were disabled from swiggy.
2. ECONOMIC FACTORS: Economic factors have direct impact
on organisations and its profitability due to change in economy.
 It includes raw material costs, employment or unemployment
rate and foreign exchange rate.
 Increase in internet penetration or increase in no. Of
internet users.
 Increase in disposable income (income excluding taxes).
 Increase in rate of consumer awareness.
 Earlier people use to go out occasionally to eat, but there
is a window opportunity which is giving birth to food
aggregators in India.
 According to a report given by consultancy Redseer, food
tech is among the fastest growing internet industries in
India.
 Swiggy earned revenue 4.4 b rupees in financial year
2018 and revenue growth is 203% in FY, 2018.

3. SOCIAL FACTORS: Social factors focus on emerging trends

and needs and wants of customers. This includes change in
lifestyle, change in attitude, education level etc.
 Shifting focus to quality food not just speed.
 Effective advertising with the help of S.E.O. companies,
television and social media.
 Implementing hyper local strategy.
 Customer engagement.
 App downloads – 10 million.
 Restaurants access – 50000 +

4. TECHNOLOGICAL FACTORS: It focuses on innovation and

development of technologies which can affect organisation. It
 includes change in technology of mobile, automation, digital
changes etc.
 Swiggy functions of simple mobile app.
 Customers have great ordering experience.
 Online aggregators like Swiggy, Ola, Amazon etc use pop
up notifications to promote advertisements, it can be a
digital challenge.
 Swiggy uses very big data.
 Swiggy has impressive engineering team who keeps
constant check on login in different areas, zone wise
cancellation rate, demand – supply match etc.
 Quick response on customers complain.

5. ENVIRONMENTAL FACTORS: In this factors organisations

and companies are affected by social environment. This factor
includes pollution, disposal waste, recycling procedures etc.
 Ban on poly bags affected swiggy.
 Increase in pollution due to motor bikes.
 Swiggy is environment friendly company, it follows green
marketing concept. It delivered 1.5 million order in a month
on bicycle .
 Swiggy has delisted 10500 restaurants for violating laws.

MICRO FACTORS OF SWIGGY

1.SUPPLIERS:
 Swiggy deliver thousands of customers every day, they
also focus to serve quality food not just speed.
  Suppliers of swiggy are all the restaurants registered with
them.
 Restaurants follow specific procedure to become partner
of swiggy like, contacting swiggy – interaction with their
sales representative – agreeing with all the conditions of
swiggy – generating specific documents.
 In 2018 swigg disabled restaurants who were not
registered with FSSAI.
 Swiggy charge 16% commission from the registered
restaurants.

2.CUSTOMERS:
 Swiggy works on a simple app, which reflects rosy
discount on restaurants which attracts a lot of
customers.
 Customers of swiggy are between the age of 18 – 35
they are mostly college going students, working people
etc.
 Swiggy also take care of the taste and preferences of
customers.
 Swiggy works according to the feedback of customers,
they are very responsive to complains of customers.

3.COMPETITORS:
 Online food delivery or food tech industry is highly
competitive.
 Major competitors of swiggy are as follow:
1. Zomato.
2. Food panda.
3. Fresh food.
4. Uber eats.
 5. Licious.
6. Inner chef.

4.REGULATORY AGENCIES:
 Regulatory agency of swiggy is Food Safety and
Standard authority of India (FSSAI).
 Swiggy has to follow FSSAI guidelines and rules.
 All the restaurants attached with swiggy should
have documents reflecting FSSAI registration and
restaurants should also follow its rules.
 New rule by FSSAI , restaurants should deliver food
before 45 days of its expiry.

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MACRO & MICRO FACTORS OF

“STARBUCKS” INDIA .
 INTRODUCTION
Starbucks corporation is an America based company, In2012 it came
into 50:50 joint venture with Tata global beverages which is called
Tata Starbucks Ltd. Its trade name is Starbucks “A TATA company”. In
19th October 2012 Starbucks first Indian outlet was opened in
Mumbai, India. Now Starbucks has 157 stores in India. It serves the
products like tea, coffee, pastries etc. Its revenue valuation in
financial year 2018 is 3.45 billion. Competitors: Costa coffee, cafe
coffee day, Barista etc.

 Segmentation:
1. Geographic segmentation, it targets customers from urban
area.
2. Demographic segmentation, it basically targets the youth
mainly from the age of 22 – 60. The customers are mainly
students, professionals, employees etc.
 MACRO FACTORS OF STARBUCKS

1.POLITICAL & LEGAL FACTORS: This factor indicates

impact on organisations by government policies. It includes fiscal,
taxation and political policies.

 Indian economy is very stable as compared to other

countries in terms of political and government issues.
Stability creates opportunity for entry and provide
descent working environment to companies like
Starbucks.
 Starbucks needs to differentiate their policies and
strategies from their existing competitors like CCD,
Barista, Costa coffee etc. by the use of political influence.
 Recent government promotes 100% FDI (foreign direct
investment) in beverages and food.
 Starbucks is 50:50 joint venture with Tata global
beverages it has to follow the guide lines of Food Safety
and Standard authority of India (FSSAI).

2.ECONOMIC FACTORS: : Economic factors have direct

impact on organisations and its profitability due to change in
economy. It includes raw material costs, employment or
unemployment rate and foreign exchange rate.

 Entry to Starbucks is provided by Mumbai, which is also

known as financial capital of India.
  Bureaucracy, inadequate infrastructure, foreign
investment and regulatory controls were some points
which restrict the growth of India economy.
 In 1991 after the liberalisation of Indian economy, it
provides opportunity to foreign trade and investments.
It also lowers the custom duties, dropped tax and public
sector monopolies, which boost up FDI.
 According to studies consumers started shifting to lower
priced alternative rather than cutting their coffee
consumption. It is an opportunity for Starbucks.

3. SOCIAL FACTORS: Social factors focus on emerging trends and

needs and wants of customers. This includes change in lifestyle,
change in attitude, education level etc.

 Starbucks have to work or upgrade them according to

the taste and preferences of consumer and trends ,
change in trends directly impact the demand of the
products served in Starbucks .
 In a market research it was found that 71% of coffee
consumers are in urban area which is far more than the
coffee consumers in rural area
 Consumption of coffee in northern region is quite less as
compared to the coffee’s consumption in southern
region. In northern region people consume coffee as a
trend or fashion statement.

4. TECHNOLOGICAL FACTORS: It focuses on innovation and

development of technologies which can affect organisation. It
includes change in technology of mobile, automation, digital changes
etc.

 Starbucks is aware about the importance of technologies

in today’s era, it also tied up with Apple to offer discount
through apps.
 Starbucks have Wi-Fi facilities, so that customers can do
their work and surf internet. This facilities enhance the
experience of customers.
 Starbucks also get connected with online food delivery
companies like swiggy, zomato etc.

5. ENVIRONMENTAL FACTORS: In this factors organisations and

companies are affected by social environment. This factor includes
pollution, disposal waste, recycling procedures etc.

 This factor includes change in climate, weather and

temperature which can affect many industries. Tata
coffee can also get affected by these changes. Tata
coffee supplies coffee to Starbucks in India.

MICRO FACTORS OF STARBUCK

1.SUPPLIERS:
 Tata coffee is supplying home grown coffee to Starbucks
India.
  Starbucks corporation has 50:50 joint venture with Tata
global beverages which is called Tata Starbucks Ltd.
 Tata coffee was supplying 100’s of outlets of Starbucks
in India, now it is a global supplier.
 Tata coffee steps out of the country by establishing first
coffee unit in Vietnam which costs 3.5 billion rupees.

2.CUSTOMERS:
 Starbucks enters the Indian market to enhance and
improve coffee culture in India.
 Starbucks customer is youth, mainly from the age of
22–60. Most of the customers are students,
professionals, employees etc.
 Starbucks takes care of taste and preference of their
customers.
 Starbucks provide the facility of Wi-Fi, so that their
customers can work comfortably.

3.COMPETITORS:
 The food industries is very competitive, competitors give
direct and indirect competition to Starbucks.
 Some of the major competitors of Starbucks:
1. Costa coffee.
2. Cafe coffee day.
3. Mcdonalds McCafe.
4. Dunkin Donouts.

4.REGULATORY AGENCIES:
  Regulatory agency of Starbucks is Food Safety and
Standard authority of India (FSSAI).
 As Starbucks is in 50:50 joint venture with Tata global
food and beverages, it has to follow the guide lines of
FSSAI.
 Starbucks in India, stop using those ingredients which
are not approved by FSSAI.

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