About the Company

Company XYZ is an emerging B2B e-commerce agribusiness company in the field of supply-
chain of dry agricultural commodities. Presently, the Company XYZ’s office is situated in
Andheri, Mumbai and it operates its business in this area only. The working model of the
company is described below:

Company Order Procurement

Retailer
App inventory from farms

Currently, it is dealing with eight different categories with 200 different samples of dry agri-
commodities. A list of 50 samples with its minimum order quantity and the average price is
given in Exhibit 1. The company has developed its own mobile application through which it
targets the Kirana stores (customers). Each Kirana store owner has to register through their
Mobile App., which requires information like owner’s details (name, Aadhaar ID, contact
number, etc.) and shop’s particularities (like GSTIN no., shop address, etc.). After the
successful registration and validation of their details, only then they can use the mobile app to
place the order.

Problem Statement

Recently it has raised a fund of INR 10 crores from a third party and is planning to do a ‘Mega
Launch’ plan to expand its business to cover the entire Mumbai city. Details of the past data
are given in Exhibit 2. It has divided the city into 5 different zones and further divided the
zones into different sales beats (Exhibit 3). The expected number of Kirana stores in the
targeted area is provided in Exhibit 3.
Case Objective:

You are free to make any suitable assumptions but state your assumptions clearly.

1. Give a name to XYZ Company as per your choice. Brownie points will be given to a
more catchy and reliable name.
2. Design a robust sales plan for the ‘Mega Launch’ plan for the company XYZ keeping
in the mind that they are entering into a new market and they do not have any past sales
data of it. The only information they have, as explained in Exhibit 3.
List out different activities you need to do in the first month on a priority basis. You
can also take a weekly approach to prioritize your actions.
3. At last, considering your activities, you need to do the sales forecast for six months
down the line. Presently it is April 15, 2019, and it is planning to launch its ‘Mega
Launch’ plan on May 1, 2019.

Submission Requirements:
 Format: PowerPoint presentations (4 slides including introductory slide)
 State your assumption clearly
 State your approach for building the sales plan
 Provide your details in the following format:
o Team Name
o College Name
o Name 1
o Name 2
o Name 3
EXHIBITS
Exhibit 1 - List of 50 samples with an average price per kg

S. No. Product Name Min. Order Quantity (kg) Average Price/kg

Rice
1 Basmati Rice 25 80
2 Boiled Rice 25 35
3 Raw Rice 25 50
4 Sella Rice 25 45
5 Steam Rice 25 40
Grains
6 Lokwan Wheat 30 25
7 Sihori Wheat 30 35
8 Poha Jada 10 33
9 Poha Thin 40 41
10 Bajri 30 28
11 Jawari 30 36
12 Makai Lal 30 30
13 Nachani 5 37
14 Sabudana 5 77
Pulses/Dal
15 Chana Akha 30 54
16 Chana Dal 30 64
17 Chana Kabuli 5 60
18 Moong Chilty 5 78
19 Moong Dal 30 85
20 Moong Green Akkha 5 83
21 Tur Dal 30 85
22 Urad Black 5 62
23 Urad Chilka 5 60
24 Urad Dal 5 66
25 Vatana Dal 30 56
26 Vatana Green 5 79
27 Vatana White 5 58
28 Phutan Dal 5 76
29 Masoor Dal 5 54
30 Matki 5 73
31 Rajma 5 82
32 Singhdana 5 97
Flour
33 Wheat Flour 30 127
34 Besan 50 64
35 Maida 50 27
36 Rava suji 50 29
37 Vatana Besan 10 60
Ghee
 38 Ghee Jar 4 467
39 Ghee Pouch 5 440

Sugar/Jaggery
40 Gud Block - 225g Box 20 48
41 Gud Block - 450g Box 20 46
42 Sugar small 50 35
43 Sugar medium 50 35
Spices
44 Red Chilli powder 1 140
45 Turmeric Powder 1 110
46 Coriander Powder 1 105
47 Star Anise 1 650
48 Jeera 1 190
Dry-Fruits
49 Kaaju 1 850
50 Kishmis 1 176

Exhibit 2 – March 2019 Sales data

Total
Revenue
@ 25000
Andheri To Jogeshwari Total Outlets Application Downloaded Ordering Outlet per
outlet
per
month
Andheri Station Road 840 575 120 3000000
Link Road 650 492 80 2000000
Lokhandwala 529 508 120 3000000
Versova 742 395 120 3000000
Andheri East 900 530 280 7000000
Jogeshwari East 950 678 160 4000000
Total 4611 3178 880 22000000
Exhibit 3 – List of new target areas with the total number of Kirana stores present in it
Total Kirana
Zone Area
Stores
South
CST to Byculla 4342
Mumbai
Worli to Mahim 4183
Total 8525
Western Bandra to Vile Parle 4187
Jogeshwari to Malad 3251
Jogeshwari E to Dahisar E 2389
Mira road to Bhayander 4268
Total 14095
Central Sion to Byculla 4203
Tilak Nagar to Mankhurd 3212
Kurla to Mulund 3536
Total 10951
Thane City Thane 4053
Total 4053
Thane
Kalwa to diwa 4027
Down
Dombivali 3058
Kalyan 3683
Ambernath to
3167
Badlapur/Unr
Bhiwandi to Jawahar 2712
Total 16647