Corporate based

case study on
‘FLIPKART’

-22MBAA34
MONICA B
 Table of contents

01 02
Introduction Company

03 04
Analysis Conclusion
“E-Commerce is not an industry;
E-Commerce is a Tactic.”

—Tobias Lütke
CEO of Shopify
Flipkart-An Introduction
They wanted to name their company in such a way that it would
be suitable for a wide range of product categories that could also
be expanded in the future. Flipkart means ‘flipping things into a
shopping kart’

Their Vision and Mission Statements,

● Flipkart’s Vision Statement –to become Amazon of India.

● Flipkart’s Mission Statement-“Ab har wish hogi poori! -

Every wish fulfilled”.

● Flipkart Values- Customer First, Ownership, Bias For

Action, Audacity , Respect.
 BUSINESS MODEL

Flipkart's business model can be broken down into

the following components

● Online Marketplace
● Commission-Based Revenue
● Logistics and Fulfilment Services
● Advertising Revenue
● Subscription-Based Services
● Financial Services
 FUNCTIONAL AREAS

• Human Resources • Operations department

• Finance department • System administrator

• Marketing
 01
HUMAN RESOURCE
 Human Resource:
• Filling the requirement for specialists
• Outsourcing to foster knowledge
• Retaining solid performers
• Outside-in configuration
 02
OPERATIONS DEPARTMENT
Operations:
• Order Cycle Responsibilities of a Logistics Manager:
• Logistics
• Fulfilment 1) Managing supply chain processes
2) Coordinating with vendors and delivery agents
3) Managing inventory
4) Ensuring compliance
5) Managing team and training
Daily Routine

Challenges

1)Dealing with fraud/cheating customers/delivery boys

2)Dealing with unforeseen events
3)Ensuring all shipments meet the quality standards
4)Managing large volumes of orders
 03
FINANCE DEPARTMENT
 Finance Department:
Primary functions :

1. Accounting
2. Examining financial statements and reporting
3. Preparing and forecasting budgets Skills you need to work in a finance department
4. Managing operations systems
1) Problem-solving
2) Communication skills
Jobs within a finance department 3) Analytical skills
4) Detail-oriented
1) Accountant 5) Persuasiveness
2) Auditor
3) Budget analyst
4) Finance administrator
5) Payroll officer
 04
SYSTEM ADMINISTRATOR
System Administrator:
E-Commerce System Administrator’s skills: Role as E-Commerce System Administrator:

1. Strong understanding of the principles and 1) Develop IT strategies and solutions

concepts of computer networking. 2) Create implementation plans and setup and
2. Extended experience with Linux operating configure systems
systems 3) Large scale server cluster planning, setup and load
3. Experience with Windows Server operating testing and optimization.
system(s). 4) Setup and configuration of desktop computers in
4. should have ability to produce written support of IT Desktop Management projects and
documentation and perform technical activities
evaluations. 5) Troubleshoot and resolve problems with desktop
operating systems and application software.
 05
MARKETING DEPARTMENT
Marketing Department:
Flipkart Marketing Strategy:
Target Customers of Flipkart (Two Groups):

1. Collaboration and celebrity marketing

1) Those Who Don’t Want to Go to Outside for
2. Flipkart Kids Ad Campaigns
Shopping
3. Flipkart's GenE
2) Those Who are Looking for Sale and Offers
4. Flipkart’s Big Billion-Day Marketing Strategy
5. Flipkart Smart Buy Marketing Strategy
6. Digital Marketing Strategy of Flipkart
7. Flipkart’s Twitter Strategy Campaign
8. Flipkart’s Remarketing
9. Affiliate Marketing Tactics
10. Personal Touch and Commoner's Brand Image
11. Efficient Distribution Channel Strategy
12. Flipkart's Expansion Strategy
13. STP Analysis of Marketing
RECENT
DEVELOPMENT
OF THE
COMPANY
 MERGERS AND ACQUISITIONS:
1. Myntra – It’s another ecommerce online store acquired by Flipkart in May 2014.
2. PhonePe – is an Indian digital payment and financial technology company that Flipkart acquired in
April 2016.
3. Cleartrip – This is a travel booking search engine globally famous for its incredible service. Flipkart
acquired 100 per cent of Cleartrip’s shareholding in April 2021.
4. Flipkart Health – This is an online pharmacy, also known as SastaSundar. Flipkart acquired
SastaSundar in December 2021.
5. Ekart – is a logistics company that delivers 10 million orders per month. Flipkart acquired eKart in
2015.
6. Shopsy – Like Flipkart, shopsy is another ecommerce platform that Flipkart acquired in July 2021.
7. Flipkart Wholesale – This platform mainly focuses on B2B, in other words, WS retail. We have yet to
learn the old name of this company, but Flipkart acquired it in 2012.
 MERGERS AND ACQUISITIONS-cont:
8. Jeeves-F1 – Jeeves & F1, both part of the Flipkart Group of companies, are among India’s
most prominent third-party neutral service providers offering comprehensive lifecycle
management for various categories, including Mobility Consumer Electronics, Home Appliances,
Furniture, IT & IT Peripherals, AV & Enterprise Solutions.

9. Yaantra – is a single window stopover that caters to all smartphone queries, such as broken
glass, water damage, software problem, power issue etc. with the best in the industry services.
Flipkart Group acquired electronics ecommerce firm Yaantra in January 2022.

10. ANS Commerce – is India’s #1 full-stack e-commerce enabler helping brands sell online.
Flipkart acquired ANS Commerce in June 2022 to strengthen its e-commerce system via
technological innovation.
 FUTURE PLANS OF FLIPKART
‘Flipkart Plans To Drive Growth In Grocery, Travel Segment’

 Flipkart Chief Executive Officer (CEO) Kalyan

Krishnamurthy said groceries is a less penetrated area
for ecommerce.

 We think we can deliver value (in grocery) and

selection along with speed while being operationally
effective: Flipkart CEO

 Last year, Flipkart announced the expansion of its

grocery services to 1,800 cities across India.
PRODUCT AND
SERVICE DETAILS
 PRODUCT AND SERVICE DETAILS

Product Assortment Subscription Services

● Flipkart Plus
● Mobile Phones
● Furniture and Home
● Flipkart Groceries
COMPETITOR
BASED ANALYSIS
PORTER’S FIVE FORCES ANALYSIS

1. Threat of new entrants

2. Threat of Substitute Products or services
3. Rivalry among existing firms
4. Bargaining Power of Suppliers
5. Bargaining Power of Buyers
AREAS OF
DEVELOPMENT
SWOT ANALYSIS
CASE
STUDY
AREA OF IMPROVEMENT -IDENTIFIED
‘LOGISTICS AND SUPPLY
CHAIN MANAGEMENT’.
 PROBLEM STATEMENT
In the Flipkart marketplace model, Myntra printed shipping and customer invoices on A4
sheets. Flipkart wants to ensure that all of its vendors can complete the selling process without facing any
technological barriers. Because they were aware that not all merchants could afford thermal printers that
could print paste-type shipping labels, they provided this kind of invoice. Unlike Myntra, which had its
inventory model based on paste-style shipping labels.
They were technologically ahead of other market sellers because they already had a variety of
venues for selling the brands they owned. Due to the barcode’s rapid obsolescence, Myntra has difficulties
processing and accepting returns. Their ability to follow the shipment even during the delivery process is
complicated by the fact that these A4 page printouts lose color after multiple contacts in the supply chain.
Additionally, processing goods in the returns processing center is difficult because barcodes will soon
become obsolete.
This had a significant impact because every product whose barcode was rendered obsolete
had to be sold as an assortment at a loss. With the goal of lowering the shipping invoice cost, they were
able to offset such losses and promote a smooth logistics process Myntra needed a solution from Flipkart.
 KEY AREAS ADDRESSED:
 IPP (Item per person)
 Time reduction
 Process streamlines
 Packaging cost savings
 Orphan resolution
 Receiving RTO (Return to origin)

ASSUMPTIONS:

It is assumed that by employing this plan,

 Cost
 Time
 Manpower could be reduced in comparison with the previous model.
When it comes to process, streamlining the return process was a major concern and by using this model
it is assumed that the number of Orphan Products could be reduced which in this case will help to cut
huge losses for the company.
ANALYSIS IN ELOBORATE WITH FACTS
AND FIGURES:
ANALYSIS IN ELOBORATE WITH FACTS
AND FIGURES:
SOLUTION ADRESSED
 COST LEADERSHIP MODEL

● A cost leadership strategy helps a company to lower costs of production to offer quality products at low
prices. It's an effective strategy for large companies with lots of buying power.

● Here by using 3*5 Shipping labels the company reduces the cost by 45% which will create a huge impact
for its Business in the market.

● Some advantages of cost leadership strategy are Low costs enable low prices, Cost leaders are more able
to withstand price wars, and Cost leaders may enjoy increased market share.
 REFERENCES:
1. https://startuptalky.com/flipkart-success-story/
2. https://www.porteranalysis.com/porters-five-forces-analysis-of-flipkart/
3. https://www.iimjobs.com/j/flipkart-operations-role-control-tower-3-6-yrs756703.html#:~:text=Job
%20Description%20%3A,Operations%20and%20iden tify%20improvement
%20opportunities.&text=%2D%20Planning%2C%20forec asting%20and%20operation
%20control%20through%20process%20monitoring
4. https://www.talkwalker.com/blog/flipkart-marketingstrategy#:~:text=Flipkart%20relies%20heavily
%20on%20influencer,as%20well %20as%20advertising%20online
5. https://www.marketing91.com/swot-analysis-of-flipkart/
6. https://indiacsr.in/csr-flipkart-group-launches-flipkart-foundation-to-supportdevelopment-in-socio-
economic-areas/
7. https://businessconnectindia.in/the-success-story-of-flipkart/
8. https://www.iimjobs.com/j/flipkart-manager-hr-business-partner-10-14-yrs100222.html#:~:text=
%2D%20Overall%20responsibilities%20include%20Talen t%20Management,is%20critical%20to
%20the%20business
9. https://www.careers360.com/premium/work-experience-of-logistics-manager-atflipkart