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Marketing Management End Term Report - FLIPKART

Sumeet Tayal, BM-B-115
Debroop Sengupta, BM-B-076
Nikhil pandey, BM-B-095
Husain Jafar, BM-B-081
INDEX
S.No| INDEX| PAGE|
1| ABSTRACT| 2|
2| INTRODUCTION TO E-COMMERCE| 2|
3| APPROACH OF ANALYSIS| 4|
4| SITUATION ANALYSIS| 5|
5| COMPETITOR ANALYSIS| 13|
6| CONSUMER BEHAVIOUR| 19|
7| SEGMENTATION, TARGETING, POSITIONING| 23|
8| ANSOFF MATRIX| 24|
9| BRAND BUILDING| 26|
10| SWOT ANALYSIS| 29|
11| FUTURE MARKETING STRATEGY| 30|

ABSTRACT
The paper includes detailed analysis of the strategic and marketing plan of Flipkart for its operations within the e-retailing industry. Detailed macro environmental analysis has been performed to understand Political, Economic, Social, Technological and Legal factors that play a vital role in the development of Flipkart. Also the paper includes detailed competitor and consumer analysis that has helped us in understanding the current marketing strategy and in formulating future marketing framework for flipkart. The report objectives and the structure of the report will consist of three main sections that will enable us to recommend a strategic direction to flipkart, these are: 1. To establish background information on flipkart’s current strategic position 2. To investigate, analyze and evaluate flipkart’s external and internal environment 3. To generate strategic options that flipkart could adopt, derived directly from the internal and external analysis BRIEF HISTORY

Flipkart is an Indian electronic commerce company headquartered in Bangalore and was established in October 2007 by Sachin Bansal and Binny Bansal. The Company has shown promising growth over the last two years but is facing increasing competition from new entrants setting up an online presence and current e-retailers such as Amazon and EBay, which are increasing their geographical and product scope. Both the founders are the alumni of Indian Institute of Technology, Delhi and worked for Amazon.com before quitting and founding their own company. Initially they used word of mouth marketing and social networking websites to popularize their company. A few months later, the company sold its first book on flipkart.com - John Woods' Leaving Microsoft to Change the World. Within two years through word of mouth of their services, Flipkart became one of the top 100 Indian sites and was credited for being India's largest online bookseller with over 7 million titles on offer. Flipkart broke even in March 2008 and claims to have had at least 100% growth every quarter since its founding. The store started with selling books and in 2010 branched out to selling CDs, DVDs, mobile phones and other electronic gadgets such as cameras. Flipkart has since then raised two rounds of funding from venture capital funds Accel India, in 2009, and Tiger Global Management to the tune of 10 million USD, in 2010. In December 2010, Flipkart acquired WeRead, a social book discovery tool from Lulu, a US-based on-demand publishing firm. The stated goal was to give Flipkart a social recommendation platform for buyers to make informed decisions based on recommendations from people within their social network. INTRODUCTION TO E-COMMERCE

E-Commerce transactions, particularly in the business-to-consumer (B2C) domain, are on an upswing in India, as both businesses and consumers realize the benefit of online transactions. According to a report by Internet and Mobile Association of India (IMAI) e-commerce business in India is expected to grow by 47% to reach Rs 46,000 crore in 2011. Another report by Associated Chamber of Commerce and Industry of India (ASSOCHAM) confirms that e-retail market currently stands at 2000 crore and is growing at a steady annual rate of 35 per cent, expected to contribute about 6 per cent (Rs 2,700 crore) by the end of 2011 to the overall e-commerce business. The industry in India is likely to be worth Rs. 7000...
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