EOS Project Report.docx - INDIAN INSTITUTE OF MANAGEMENT...

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INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE KOCHI CAMPUS Project Report on Flipkart strategy and performance against economic model on Market Structure and Competitive Rivalry Submitted by, Sachin Muhammad EPGPKC04087 WEB
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Table of Contents Sl no. Headings Page no: 1 Executive summary 3 2 Introduction 3 3 Statement of problem 4 4 Objective of study 4 5 Methodology 4 6 Analysis 5 7 Interpretations and implications 9 8 Conclusion 12 9 Appendix 13 10 References 16 Executive Summary Economics of Strategy Page 2
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This project was basically done to analyse the strategy and performance of a company and evaluate it with relevant economic theory or models studied in the economics of strategy course. The company taken here for study is Flipkart, India’s largest ecommerce firm and seen how it has developed and deployed its strategies to retain the number one spot in the comeptitive industry. This project uses various tools in economic models to analyse and interpret how the company able to achieve the competitive advantage which kept competitors under them. Also the strengths, weaknesses, opportunities and threats of company and how it has been impacting the growth strategy of the flipkart been identified. Finally, future growth opportunities have been evaluated and few recommendations have been given to differentiate the website and improve the operational efficiency of the company. Introduction Flipkart journey started on September 2007, when Sachin Bansal and Binny Bansal, two IIT Delhi graduates with a couple of years work experience at Amazon’s India office started a new e-commerce venture. The company was registered in Singapore, but their headquarters are in the city of Bangalore, India. It started with selling books online claiming delivery anywhere in India. Soon, the customer base and company grew bigger and ventured into selling other products such as electronic goods, e-books, stationery supplies, fashion and life style products as well. Flipkart, which started with a small investment of Rs. 400,000 developing its website, has grown up to be one of the biggest e-commerce players in the Indian market. Flipkart was the first e-commerce firm to hit GVM of $1 billion in March 2014. Currently the value of good sold or gross merchandise value (GMV) on Flipkart is around $3.5 billion. It was the private investors who have fuelled the company’s growth. Venture capitals participation and investments (see exhibit 1) were equally important in bolstering the back end services, which is a key in e-commerce industry. At present, Japan’s SoftBank is the largest shareholder in Flipkart with a recent infusion of $ 2.4 billion in Aug 2017. The company Flipkart was chosen because of its strategic leadership positioning in the online industry and how astonishingly it has held Amazon in the second spot despite their deep pockets and ads spending. Flipkart, which also owns online fashion retailers Myntra and Jabong and payments app PhonePe, controls 40-45% of the e-commerce market. In addition,
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