E-BUSINESS STRATEGIES OF

Submitted to : Submitted by:

Prof.A Srinivasa Rao Santhi Biju (31)
 CONTENTS
1. Introduction
2. What is e-business?
3. E-business models
4. Supply chain
5. ERP
6. CRM
7. EdI
8. Intranet,Internet,Mail
9. Web server,Firewall
10. Conclusion
11. Referances
E-retailing strategies of myntra
 INTRODUCTION
 Supply chain management (SCM) is the management of a network of interconnected businesses
involved in the ultimate provision of product and service packages required by end
customers(Harland, 1996). Supply chain management spans all movement and storage of raw
materials, work-in-process inventory, and finished goods from point of origin to point of
consumption (supply chain).
 Myntra was established by Mukesh Bansal, Ashutosh Lawania and Vineet Saxena in February 2007.
Myntra’s headquarter is in Bangalore, with regional offices in New Delhi, Mumbai and Chennai.
 It began its operations in the B2B (business to business) segment with the personalization of
gifts, which included :- clothing, footwear, cosmetics
 In 2010, the company shifted its strategy to becoming a B2C (business to customer) oriented
firm, expanding its catalogue to fashion and lifestyle products.
 Myntra.com is ranked among the top 10 e-commerce companies in India . In the last 3 years, Myntra
has E-retailing
become the
strategies most popular destination for personalized products in the country.
of myntra
 INTRODUCTION

• Myntra.com is into the e-commerce (online shopping) business. It is an online retailer of fashion
and lifestyle products in India.
• It began its operations in the B2B (business to business) segment with the personalization of
gifts, which included :- clothing, footwear, cosmetics
• In 2010, the company shifted its strategy to becoming a B2C (business to customer) oriented
firm, expanding its catalogue to fashion and lifestyle products.
• Myntra.com is ranked among the top 10 e-commerce companies in India . In the last 3
years, Myntra has become the most popular destination for personalized products in the country.
• Myntra pioneered the personalization of sports jerseys and offered sports jerseys of several
cricket and football teams such as Team India, IPL & FIFA . These jerseys could be personalized
with a name and number of the customer’s choice.

E-retailing strategies of myntra

 PRODUCTS
• Myntra has tied up with top fashion and lifestyle brands in India, such as
Nike, Reebok, Puma, Adidas, Lee, Converse, Lotto, FIFA, John Miller, Indigo Nation etc.

• To offer a wide range of current season merchandise from these brands Myntra currently
offers products from more than 200 Indian and international brands. These include shoes
for running, tennis, football, basketball and fitness, along with casual footwear from
world-renowned industry leaders.

• There are also casual and dressy footwear for women from Catwalk, Carlton London and
Red Tape to name a few.

E-retailing strategies of myntra

 WHAT IS E-BUSINESS?

• E-business (or electronic business) is the term used to describe using the
internet to operate your business. E-business represents only a fraction of
worldwide business, but is one of the fastest growing sectors and provides
entrepreneurs with excellent opportunities to enter the market.
• In a historical sense, the internet is a relatively new way in which to do
business, with the growth of e-business taking off in the 1990's. The
internet provides consumers with an increasing amount of ways to
interact with businesses and has made buying and selling more
competitive worldwide. The rate of globalization has been significantly
impacted by the internet, making it easier for people and organizations
separated by distance to communicate and interact with each other.
E-retailing strategies of myntra
• E commerce considered the following attributes:-
• Direct electronic interaction between two computer applications(application to
application) or between a person using a computer .
• Interaction involves the completion of a specific transaction or part of a
transaction
• The transaction crosses enterprise boundaries either between two
businesses(B2B) or between a business and a consumer (B2C).
• Two ways of Transactions:-
• Buyer/ seller Transaction
• Producer/Consumer Transaction

E-retailing strategies of myntra

 BUYER SELLER TRANSACTION

Transactions are exchanges that occur

when one economic entity sells a
product or service to another entity.
When buyer/seller transaction occur in SELLER INFORMATION BUYER
FLOW
the electronic market place information
is accessed, absorbed, arranged, and
sold in different ways.
• Digital data & • Online • Digital
E-commerce also involves payment documents transactions products
mechanisms for customers to make • Multimedia payment • Information
electronic payments and funds content flow • Services
transfers. • Software
programs
• Products/Servic
E-retailing strategies of myntra e
PRODUCER/CONSUMER TRANSACTION

PRODUCER
Production process that Digital data & Multimedia
converts digital inputs into a documents content Information
value added output through
a set of intermediaries. This
will give more refined INTERMEDIARIES
information ,which can lead
to a better decision making ONLINE PRODUCTION PROCESS
for the customer

CONSUMER
E-retailing strategies of myntra
Digital products Processed Order Services
 ELECTRONIC RETAILING
• The e-retailing(less frequently; e-Retailing, e-Tailing, etc.) is the concept
of selling of retail goods using electronic media, in particular, the
internet.. e-retailing is synonymous with business- to- consumer (B2C)
transaction model of e-commerce. Although e-retailing is an
independent business model with certain specific constituents like; trust
model, electronic transaction process, etc, but in reality it is a subset of
e- commerce by nature.
• Electronic retailing or e-tailing, as it is generally being called now, is the
direct sale of products, information and service through virtual stores on
the web, usually designed around an electronic catalogue format and
auction sites.

E-retailing strategies of myntra

 E-BUSINESS MODELS

Creating an e-business solution mainly involves creating and deploying an e-commerce site.
The first step in the development of an e-commerce site is to identify the e-commerce
model. Depending on the parties involved in the transaction, e-commerce can be classified
into 4 models.
These are:
Business – to – Business (B2B) model
Business – to – Consumer (B2C) model
Consumer – to- Consumer (C2C) model
Consumer – to – Business (C2B) model

E-retailing strategies of myntra

 Business-to-Business (B2B) Model

The B2B model involves electronic transactions for ordering, purchasing, as well as other
administrative tasks between houses. It includes trading goods, such as business
subscriptions, professional services, manufacturing, and wholesale dealings. Sometimes in
the B2B model, business may exist between virtual companies, neither of which may have
any physical existence. In such cases, business is conducted only through the Internet.
The advantages of the B2B model are:
It can efficiently maintain the movement of the supply chain and the manufacturing and
procuring processes .It can automate corporate processes to deliver the right products and
services quickly and cost- effectively. The B2B model is predicted to become the largest
value sector of the industry within a few years. This is said to be the fastest growing sector
of e-commerce
E-retailing strategies of myntra
E-retailing strategies of myntra
 Business-to-Consumer (B2C) Model

The B2C model involves transactions between business organizations and

consumers. It applies to any business organization that sells its products or services
to consumers over the Internet. These sites display product information in an
online catalog and store it in a database. The B2Cmodel also includes services
online banking, travel services, and health information.
the consumer might doubt that his information is secured and used effectively by
the business organization. This is the main reason why the B2C model is not very
widely accepted. Therefore, it becomes very essential for the business
organizations to provide robust security mechanisms that can guarantee a
consumer for securing his information
http://www.eservglobal.com/uploads/files/index.pdf

E-retailing strategies of myntra

E-retailing strategies of myntra
 Consumer-to-Consumer (C2C) Model

The C2C model involves transaction between consumers. Here, a consumer

sells directly to another consumer However, it is essential that both the
seller and the buyer must register with the auction site. While the seller
needs to pay a fixed fee to the online auction house to sell their
products, the buyer can bid without paying any fee. The site brings the
buyer and seller together to conduct deals.

E-retailing strategies of myntra

E-retailing strategies of myntra
 Consumer-to-Business (C2B) Model

The C2B model involves a transaction that is conducted between a

consumer and a business organization. It is similar to the B2C
model, however, the difference is that in this case the consumer is the seller
and the business organization is the buyer. In this kind of a transaction, the
consumers decide the price of a particular product rather than the supplier.
This category includes individuals who sell products and services to
organizations.

E-retailing strategies of myntra

 WEB ENABLED SUPPLY CHAIN

• Infrastructure - Shared , global networks

• Information - World Wide access to whoever is authorized
• Members - Members join and leave quickly, securely and with consistent, easy
to use administration.
• Control - Permission controlled, where data is accessible from anywhere in the
world with sophisticated security for authentication and authorization.
• Process - Virtual product modeling and world wide simultaneous engineering
with integrated video conferencing and Internet telephone links
E-retailing strategies of myntra
 SUPPLY CHAIN

Myntra.com is an aggregator of CUSTOMER

many brands. Its business model is
based on procuring current season
merchandise from various brands SHIPPING CUSTOMER ORDERS
and making them available on the FROM WEBSITE AND
portal at the same time as in MAKES PAYMENT
respective retail brand outlets. All
these products are offered to
customers on MRP. It is a Business
to Customer (B to C) revenue PACKAGING
FIRM
model.
ORDER
E-retailing strategies of myntra PROCESSING
 Firm Infrastructure -The basic requirement of Myntra was for the office to reflect
youthfulness, freshness, and vibrancy while incorporating fashion as the overall theme.
The design team left no stone unturned in making this dream a reality.

 Human resource management- is one such support activity that can make or break any
organization in the long run. It is a very employee friendly organization. The firm focuses
on work-life balance.

 Technology- Its technology allows online retail to be possible by hosting the website in
which the customer can browse through the online catalogue, choose what he wants to
buy, make online payment and receive the goods at his/her doorstep.
E-retailing strategies of myntra
Procurement is important for Myntra as they deal in merchandising; they receive the
finished goods from various brands, store them at their various warehouses and then ship
them to the customer when ordered.

Outbound logistics is one of the critical activities for Myntra. They use a third party courier
for their outbound logistics. It is their responsibility to give the demanded product to the
third party courier as soon as possible. They then keep track of the lead time and try to
reduce it with collaboration from the courier company.

Marketing and Sales is a core activity of Myntra. Through proper marketing Myntra is
creating awareness among customer & enhancing their online shopping experience

E-retailing strategies of myntra

 VALUE CHAIN ANALYSIS

M
ACTIVITIES

Firm Human resource

SUPPORT

Technology Procurement A
infrastructure management
R
G
MARKETIN I
INBOUND OPERATION OUTBOUND
G AND SERVICE
LOGISTICS S LOGISTICS N
SALES

E-retailing strategies of myntra

PRIMARY ACTIVITIES
 SOFTWARES USED
Enterprise Resource Planning(ERP) originated as an extension of MRP(Material
requirement planning) ; later manufacturing resource planning) and CIM (Computer
Integrated Manufacturing). It was introduced by research and analysis firm Gartner, ERP
systems now attempt to cover all core functions of an enterprise, regardless of the
organizations business or charter. These systems can now be found in non-manufacturing
business, non-profit organizations and governments.
To be considered an Enterprise Resource Planning (ERP) system, a software
package must provide the function of at least two systems. For example, a software
package that provides both payroll and accounting functions could technically be
considered an ERP software package.

E-retailing strategies of myntra

 ERP SYSTEM

FRM
ERP- ENTERPRISE RESOURSE PLANNING SYSTEM
FRM- FINANACE RESOURCE MANAGEMENT
SCM- SUPPLY CHAIN MANGEMENT MRP SCM
ERP
HRM-HUMAN RESOURCE MANAGEMENT SYSTEM
CRM-CUSTOMER RELATIONSHIP MANAGEMENT
MRP-MANUFACTURING RESOURCE PLANNING
CRM HRM

E-retailing strategies of myntra

 THE STRUCTURE OF THE ERP SYSTEM

Enterprise resource planning (ERP) systems consist of different modules. A

company can therefore decide which modules they need and only acquire
them, not needing to purchase them all, The ERP systems on the market
today have the same main structure, which is shown in the figure
traditionally a system, must integrate three of the following core modules to
belong to the ERP group; manufacturing, distribution ,finance, and human
resources.
At the heart of the ERP systems in the central database that draws from and
feeds it into a series of application supporting diverse company function .
Using a single database streamlines the flow of information throughout the
business.
E-retailing strategies of myntra
 STRUCTURE OF ERP SYSTEM
Managers and stake
holders

Reporting
applications Financial
Sales and
Delivery applications
CUSTOMERS

SUPPLIERS
applications
Sales force
Sales force
and customer Central Manufacturing Back office
and customer Database applications
service reps administrators
service reps Service
applications and staffs
Inventory
Human Resource supply
management applications
applications

Employees
Employees
E-retailing strategies of myntra
CUSTOMER RELATIONSHIP MANAGEMENT

CRM (customer relationship management) is an information industry term

for methodologies, software, and usually Internet capabilities that help an
enterprise manage customer relationships in an organized way.

E-retailing strategies of myntra

 EMAIL

PERSONAL
PHONE
INTERACTION
CUSTOMER
SALES FORCE
SREVICE &
AUTOMATION
SUPPORT
CRM
MARKETING
CAMPAIGN
MANAGEMENT
ANALYSIS

WEB
FAX
E-retailing strategies of myntra
 PROCESS

E-retailing strategies of myntra

 ELECTRONIC DATA INTERCHANGE (EDI)

• EDI provides a standardized system for coding

trade transactions so that they can be S earch
P re-S ale
communicated directly from one computer N egotiate
system to another.
• EDI removes the need for printed orders and O rder
invoices and avoids the delays and errors E xecution
implicit in paper handling. D eliver EDI
• EDI is used by organizations that make a large Invoice
number of regular transactions. Examples are
S ettlem ent
the large supermarket chains and the vehicle P aym ent
assemblers which use EDI for transactions with
their suppliers A fter S ales A fter S ale
E-retailing strategies of myntra
E-BUSINESS STRATEGIES OF MYTRA.com

OUTSOURCING
 For a business, e-outsourcing is buying information technology products and
services that could be furnished in-house from one or a variety of sources on
the Internet.
PARTNERSHIP
• IndoUS, IDG & Accel Partners.
LOGISTICS
• Bluedart

E-retailing strategies of myntra

INTRANET
• Mailbox
• QMS - Track quality in manufacturing parts with the same
integrated database as your
manufacturing, accounting, customer management and
supply chain management systems. This Software modules
link directly to all your ERP and manufacturing-related S earch
P re-S ale
information such as RMAs, non-conforming inventory, BOMsN egotiate
and much more with no redundant data entry. Training O rder
Calendar Internet
E xecution
D eliver
EXTRANET
Invoice
• SAP – for Procurement. S ettlem ent
P aym ent
WEBSITE
A fter S ales A fter S ale
Official site -http://www.myntra.com/
E-retailing strategies of myntra
 WEBSITE

E-retailing strategies of myntra

SERVER
• The Server is a computer system linked into the internet and that can
be accessed by the clients .

WEB SERVER
• Software that takes requests from client browsers, searches the web
and passes back the resultant pages to the browser. The server
software will support TCP/IP. The server will, very probably, store a
number of home pages that are available to local users and other
internet users.
MAIL SERVER
• Software that acts as a ‘post office’ for the e mail system. Mail created
on the client sites is passed to the appropriate post-box within the
system or sent out over the internet to its intended destination. Mail
from outside is stored in post box files and uploaded to the users
machine when requested by the mail client. As with the web
server, the mail server uses TCP/IP for its Internet transmissions.
E-retailing strategies of myntra
 FIREWALL

Firewall is a mechanism used to protect a trusted network from an un trusted

network, usually while still allowing traffic between the two. Typically, the two
networks in question are an organization’s internal (trusted) network and the (un-
trusted) internet. However , nothing in the definition of a firewall ties the concept
to the internet.
• NEED OF FIREWALL
Some people try to get real work done over the internet, and others have
proprietary data they must protect. Usually, a firewall purpose is to keep the jerks
out of your network while still letting you get your job done. In a case where a
company policies dictate how data must be protected, a firewall is very
important, since it is the embodiment of the corporate policy. Firewall provides not
only the real security – it often plays an important role as a security blanket for
management
E-retailing strategies of myntra
 INTRANET & EXTRANET

• Intranet and Extranet become an vogue. Intranet and extranet share the
common protocol( TCP/IP) and web technologies with the Internet.
• Intranet is closed, business wide network-A web designed for the use by the
employees of an organization – a private Internet. The Intranet can be used to
replace documents such as staff manuals, Internet telephone directories and
office notices. Their advantage is that they are always readily available and that
they can be easily updated.
• Extranet is a private WAN running on public protocols. Some organizations have
web sited available on the internet but with access limited to account holders by
a password system; such a facility is called an Extranet .Extranets are used in
business to business trading where customers are required to have an account.
To assure security and privacy, an extranet relies on secured channel using
tunneling protocols and digital ID
E-retailing strategies of myntra
WEBMASTER

Webmaster is responsible for the provision of web services for the organization. Responsibilities
include setting up and maintaining the server software and the home page for the organization..

E-retailing strategies of myntra

 CONCLUSION

E- Business signifies a complete new & profitable way to do

business, providing the all requirements as desired.
The Internet is equivalent to online world where all the resources are not
fully exploited and where customers may gain advantages. Here
corporations may upsurge their profits further and users may find the
desired product or service easily without stress of shopping around.
Customers keep coming back only if earlier shopping experiences have been
pleasant and successful. In this intricate business world, the e-retailing will
become tremendous business strategic concept. Most profitable method of
business process in coming decade to the textile and garment industries.

E-retailing strategies of myntra

 REFERENCES

• http://www.myntra.com/
• http://retail.economictimes.indiatimes.com/news/e-tailing/myntra-explains-its-
one-hour-delivery-management-for-some-e-commerce-purchases/21950837
• http://www.mxmindia.com/2012/07/well-continue-focus-on-customer-delight-
says-myntras-bansal/
• http://onkarsule.files.wordpress.com/2012/08/erp2.pdf
• http://www.velink.com/ERP%20Applications.html
• http://searchcrm.techtarget.com/definition/CRM
• http://www.answers.com/topic/electronic-data-interchange
E-retailing strategies of myntra
• http://www.investopedia.com/terms/c/customer_relation_management.asp
• http://www.webopedia.com/TERM/C/CRM.html
• http://ecommerceok.blogspot.in/2012/01/e-commerce-to-improve-supply-
chain-and.html
• http://onkarsule.files.wordpress.com/2012/08/erp2.pdf
• http://www.eservglobal.com/uploads/files/index.pdf
• http://retail.economictimes.indiatimes.com/news/e-tailing/myntra-inks-pact-
with-uk-apparel-firm-raised-on-denim/25681656
• http://www.business-standard.com/article/companies/e-commerce-cos-fighting-
on-delivery-time-113083100545_1.html
• http://www.slideshare.net/ali_2009/erp-e-commerce
• http://www.websitepipeline.com/
• http://www.bluelinkerp.com/products/ecommerce-webstore-integrated-erp-
software.asp
E-retailing strategies of myntra
 THANK YOU

E-retailing strategies of myntra