Flipkart Final Presentation
Flipkart Final Presentation
Flipkart Final Presentation
Store!!!
Leading Indian E Commerce company headquartered in
Bangalore.
Started by two IIT graduates (earlier employed with
Amazon) in year 2007.
Indias largest online bookseller with over 11.5 million titles
in offer.
Added other products like media, electronics, personal and
health care.
Boasts 100% growth every quarter since founded.
Funded by owners Bansals, VCs Accel India and Tiger
global.
Projected sales for year end 2011-12 stands at US $ 100
million.
Vision
To become Amazon of India.
Mission
Providing a delightful and memorable customer
experience.
Objective
Completely hassle free shopping experience with
best prices in India.
Existing: Attractive
Entrant: Not
Attractive
Rivalry
Among
Competitors
(High)
Low entry
barriers
Huge
market.
Brand
awareness
Hig
h
Traditional
Bookstores:Book Adda:-
Mediu
m
Infibeam:-
Traditional
Bookstore
s
Low
Low
Mediu
m
Prici
High
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Brand
awareness
Hig
h
Mediu
m
Traditional
Traditional
Bookstore
s
Low
Low
Mediu
m
Networ
High
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Pricing
Hig
h
Traditional
Bookstore
s
Mediu
m
Flipkart:Traditional
Bookstores:Book Adda:-
Low
Infibeam:-
Low
Mediu
m
Deliver
High
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Network/Reach
0.5
1.5
10
0.5
1.5
10
Total weighted
score
3.5
1.5
10
16%
2.50%
1.50%
80%
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14
Hig
h
Others:Book Adda:-
Brand
Awareness
Infibeam:-
Medium
Low
Low
Mediu
m
Prici
High
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Convenienc
e
High
Medium
Flipkart:Others:Book Adda:Infibeam:-
Low
Low
Mediu
m
Availabilit
High
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Threshold Factors:
o Being a very new industry in Indian market
almost every factor contributes to the Key success
of an Online book store. Going forward some of
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the KSFs will turn into thresholds.
17
Brand
awareness
0.15
Convenience
0.60
Delivery
time
0.2
Delivery
reach
0.2
User
Experience
0.10
Reliability 0.10
Availability
0.15
Price
0.10
Total weighted
score
1.00
Total market
share
100%
Others
10
3.5
10
8
9
10
9
3
4
3
7
3
4
2.5
6
3.5
4
4
6
9.4
3.175
2.725
80%
7.00%
5.00%
3.35
8%
Value proposition:
Completely hassle free online
shopping experience with best
prices in India.
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Competencies:
Value proposition:
20
Brand loyalty
User
Experience
Reliability
Convenience
Delivery
time
Delivery
reach
Mobile
Shopping
Availability
Product
modes
Titles
Expected
weighted score
Weigh
t
Flipkart Infibeam
Bookadda
Others
0.30
0.20
0.10
0.50
10
10
5
5
4
3
4
3
0.15
10
2.5
0.20
10
2.5
0.15
0.20
0.10
0.10
9
10
2
5
2
4
4
5
1.00
9.75
3.25
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Brand Loyalty:
Availability:
Opportunity:
1. Untapped mobile users
2. Coverage of all parts of
India
3. Tie ups with Book
fairs/education
institutes.
4. Enter new untapped
global markets
5. Self e-publishing
Threat:
1. Low internet
penetration
2. Less usage/preference
of online buying
3. Small value orders in
remote areas with high
delivery costs
4. Amazon will enter soon
Strength:
1. Customer service
2. Online discoverability
3. Brand
4. Inventory management
5. Self owned delivery n/w
6. Supplier network/relation
7. Innovation and technology
competence.
S2S6S7T1T1: Mobile
consumers
S1S3S7T2: marketing to
educate reliability to customer
S4S5T3: Save costs and
provide package deals for
higher value orders.
S1S3S4S5S6T4: Enhance brand
loyalty ,customer service and
build on delivery and supplier
n/w.
Weakness:
1. No control over small value
orders
2. Free shipping built costs
3. Less reach as compared to
physical book stores.
4. Global reach.
Analysis
Internal Analysis
Long
term
objecti
ves
(.30)
Value
propo
sition
(.30)
Capa
bility
(.30)
Align
ment
to
goals
(.10)
Weigh
ted
Score
8.7
7.5
3.6
8.6
10
10
9.4
10
10
10
9.7
10
8.5
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Recommendations to Flipkart
Short Term:
Flipkart must develop mobile application/solution for huge
cell-phone customer base of India helping it to increase its
reach.
Increasing margins while reducing losses by providing
attractive bundled deals to low value shoppers.
Provide small mobile outlets in cities with limited reach to
internet and increasing demand.
Long Term:
Enter new international markets which is either un-served or
untapped.
Focus on high margin products like e-novels for a book store.
Diversify into all product categories (achieved) to achieve
economies of scale.
Educate Indian conventional customer by marketing efforts.
Increase bulk selling and reach to student customers by ties
with educational institutes for academic curriculum
supplies.
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IA to O framework
Outputs O
I
n
n
o
v
a
t
e
P
r
o
f
I
t
s
Lower costs
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Cost
Cost
advanta
advanta
ge
ge
Employ
Employ
ee
ee
strengt
strengt
h
h
Constant
Constant
Innovatio
Innovatio
n
n
Supplier
Supplier
relation
relation
s
s
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References
http://www.pluggd.in/flipkart-story-ecommerce-differentiator-297/
http://blog.flipkart.com/
https://www.flipkart.com
http://www.thehindubusinessline.com/todays-paper/tp-newmanager/article2507045.ece
http://www.iamwire.com/2012/02/flipkart-is-all-set-to-buy-letsbuy-com/
http://www.deccanherald.com/content/190213/indian-e-commerce-firm-flipkart.html
http://www.guardian.co.uk/books/2009/apr/22/books-india-china
http://timesofindia.indiatimes.com/business/india-business/Flipkart-faces-heat-ofrivals-discounts/articleshow/13029174.cms
http://www.sramanamitra.com/2010/10/04/building-indias-amazon-flipkart-ceo-sachinbansal-part-1/
http://www.slideshare.net/VarunAthreya/flipkart
http://www.slideshare.net/krupashankarnj/flipkart-12116318
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THANK YOU
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