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Term Paper onDaraz Bangladesh ()Prepared For:Dr. Mohammad Baktiar RanaCourse InstructorRetail Management and Merchandising (MKT-626)North South UniversityPrepared By:Group: CChowdhury Mohammad Sayem SadlyID: 142 0901 060Md. Mushfiqur Rahman KhanID: 132 0706 660Istiaq AhmedID: 142 1060 660Amanur Rahman KhanID: 142 1257 660Date of Submission: May 2, 2015AcknowledgementFirst of all we express our deep gratitude and thanks to the Almighty Allah for his infiniteblessings that allowed us to complete this report as a part of the Retail Management andPage 1of 20
Merchandising course. We would like to pay our humble gratitude to the Almighty for giving usthe ability and patience to complete this report. We are very grateful to our course instructor Dr. Mohammad Baktiar Rana who gave us a properguideline on how to best proceed with our resources and complete this report in the mostefficient way possible.A lot of effort and study has been involved in order to make this report a reality. The successfulcompletion of this report is the outcome of the contribution of a number of people, especiallythose who gave us their time and shared their thoughts and suggestions in its preparation. Wethank them all from the core of our hearts.Last but not the least we consider ourselves fortunate to be living in a technological era wherethe internet is only fingertips away for us to tap into its hoard of information. Much of the ideasincluded in our project were generated as as result of studying relevant case studies availableonline. The internet also allowed us to exchange emails amongst group members and therebycommunicate and discuss our working methods with ease.Page 2of 20
Table of ContentsSerialContentsPage No.1Introduction42Values Offered43Overview of Target Segment64Some Basic Statistics of Customers of Daraz75Target Segmentation Strategy Daraz.com.bd86Demographic Segmentation97Behavioral Segmentation108Psychographic Segmentation109Cultural Segmentation1110Analysis of the Retail Mix of Daraz Bangladesh and the Major Shortcomings of each Retail Mix Components1211Product (Merchandise)1212People1313Pricing1314Promotion1415Place1516Process1517Recommendations1618Conclusion2019Bibliography21Page 3of 20
IntroductionDaraz () is an online retail marketplace for clothes, accessories, bags, sportsgoods, electronics and home appliances. At present it is operating business in 11 countriesincluding Bangladesh, Pakistan, Myanmar, Nigeria, Morocco, Egypt, Kenya, Uganda, IvoryCoast, Ghana and Cameroon. Recently they have started their business in Bangladesh as.Values OfferedProviding Broader and Deeper Assortment: The number of SKUs available in daraz.com.bd isenormous. It offers literally vast number of alternatives that consumers can consider. Customerscan find tens of thousands of products (including clothes, accessories, bags, sports goods,electronics, gadgets and home appliances) form more than 400 popular globally renownedbrands to choose from. This broad and deep assortment provided by Daraz Bangladesh enables