Marcase : BEZIRK Case

analysis
Group 2:
Nitesh Tripathi(PGIM08)
Sunny Sharma(PGIM18)
Ankita Khurana(PGIM11)
Aanchal Gupta (PGIM0)

Company Overview
Background:

Bezirk is developed from research teams within Robert Bosch,

LLC

Launched as a global company, with management and resources

in both North America and India

Currently supported as an independent business by BOSCH

Investment of 200 million $ in development and manufacturing

facilities.

Components

AI Based Learning Engine which can operate mobile phone

Non-Beacon based Indoor positioning system

Target Market: India

Focus business: retail stores
Retail Product: Personalized shopping app

Threat
1. Retail sector is reeling under
slow growth : pepper tap etc.
2 . Startup in India is going
dead pool(95%, source : mint)
3. Smart phone penetration low,
IPS usage will lead to reduced
battery life.

1. Early Mover advantage

2. Shopping malls growing and
need technology for handling
large inventory

Opportunity

Bezirk

1. Market reception is low.

2. Need Technology
investment, may discourage
the low end customer.

Weakness

Strength

1. Complete database for

customer behavior.
2. Customer buying pattern and
customer relationship.
3 Increase product sales of
Inventory

Product Overview

B2B Strategy
Advantages:

More personalized user behavior of customers specific to each stores

Low complexity of data handling.
Faster app response as the app is personalized
Retail outlets could customize the app based upon requirements
Higher customer retention for specific retailer as no comparison from other
retailers

B2B Strategy
Disadvantages:

Suspected low usability: multiple apps from different

stores leads to space constraints
Less option comparison for end customers
Competitions from IT companies for personalized app
at lower cost
Revenue generation from 3rd party adds comparatively
lower.

B2C Strategy
Advantages:

More personalized user behavior of customers specific to each stores

Low complexity of data handling.
Faster app response as the app is personalized
Retail outlets could customize the app based upon requirements
Higher customer retention for specific retailer as no comparison from other
retailers

B2C Strategy
Disadvantages:

Less personalized user behavior of customer specific to each store

High data handling complexity
Low app customization for particular retailers
Lower customer retention for specific retailer as greater comparison from other
retailers

Decision analysis and

Pricing Model
After considering the Pros and Cons the best pricing model will be B2C
The Biggest reason in favor of B2C is the healthy customer growth rate.
Pricing model :
Cost per click: when user click on particular inventory then charges
applicable to the store.
3rd party revenue generation: Use the portal to display the 3 rd party app
and increase the revenue.

Entry Barriers and

Challanges

Retail sector is reeling under slow growth : pepper tap

etc.
Startup in India is going dead pool(95%, source : mint)
Smart phone penetration low, will lead to limited
customers in B2C
IPS usage in the background will lead to reduced battery
life

Thank You