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MMM2018-21 Ecom Empire 14,19,25,85
MMM2018-21 Ecom Empire 14,19,25,85
Assignment
Empire Industries Limited
E-commerce assignment: Build an ecommerce business
platform for Empire Industrial Equipment to facilitate the
sourcing & selling of capital equipment.
Prepared By:-
Welingkar Institute of Nidhi Dharsandiya – 14
Management Development & Vaibhav Gaur – 19
Research
Farzad Havaldar – 25
MMM 2018 - 2021 Joel Rodrigues - 85
02/03/2019
Business Brief: Empire Industrial Equipment is a marketing company to various foreign companies that
are based abroad. We provide marketing assistance to these companies & they become our Principal
Partners where the technology is supplied by our foreign partners & any portion of the equipment that
can be sourced indigenously is done as a part of a subcontract to reduce our prices & ultimately to pass
on benefit of the same to our customer.
E-commerce business models: The E-Business models that are associated with our company are
Empire as a facilitator usually interfaces with the clients & end users on a regular basis & hence has a lot
of information on the projects & the requirements of the end users & clients. Thus we manage to ensure
the foreign supplier takes up the enquiry on priority basis.
i. Foreign Supplier: The first & most important entity of our business in the foreign supplier
which is colloquially termed as the Foreign Principal in our business. They are the Original
Equipment Manufacturers. These Principals pay us commission for sales of their equipment.
In addition to this they also subcontract us for any local procurement & inland
transportation, customs clearance as well as any installation & commissioning support.
These suppliers are one of our sources of income.
ii. End user/Client: This is the second entity of the selling process. The client has come to have
faith on our company as a reliable partner that will suggest a suitable technology that exist
or will look for alternatives that that will be tailored to their needs. This is why we maintain
our stand of not having any official agreement with any of our foreign Principals. Thus, we as
a company are not legally obligated to forcefully sell their products to our clients while we
know that there is a better technology available that is the best suited to our client’s needs.
We have always maintained that the client’s needs are paramount. In some cases our
foreign principal is not familiar with the bidding process especially with the B2G business
model. In such cases where Government Tenders are issued as International Competitive
Bidding Tenders, the agent or representative is allowed to bid on the foreign principal’s
behalf. In such cases, we add a profit margin over the quotation received from the foreign
supplier & bid to the end user/client. This is another way we earn profit.
Empire also deals a lot with rotary equipment that is highly service oriented for ex:- pumps,
compressors, etc. A separate portal that is exclusively for all the service needs of the end user/client
where he can post an official break down or request for a maintenance crew, over and above the phone
call & email being sent. Usually only a single point of contact exists for all service operations. In this
portal, any service engineer posted in the region also gets an official ping directly from the portal along
with all the information that the client has supplied. This would help the engineer to be well prepared
with all tools & tackles when he reaches the site thus reducing the down time. This particular tool would
be extremely useful in our setup as we have a pan-India operation with a presence in all major metro
cities of the country. This cuts down the time required for internal coordination & scheduling the
maintenance visits.
D. Online Governance
The E-commerce platform provides a very high level of automation, but the last mile connectivity in
terms of ensuring the right information is passed on to the foreign principal at the right time will still
have to be done manually in the sense, an email communication will have to be sent followed by a
telephone call the ensure the communication has been received by the foreign principal & get a verbal
confirmation for the receipt of the enquiry as well as an expected date of the receipt of the quotation
from the foreign principal. This would ensure that we would be able to reply to the end user/client
during follow up calls. On the back end, there will be a section for updates & follow-up from the foreign
supplier as well as the client both before & after submitting the offer. These updates would be viewed
by the lead sales person’s manager to guide & if require step in during the sales process.
After sales service is one of the most parameters that a client looks at when looking at future
requirement for a similar kind of equipment. A prompt response to a breakdown call is extremely
important & in the process of finalizing whose jurisdiction the maintenance call should be logged a lot of
precious time & more importantly client goodwill is lost. The E-commerce system is extremely efficient
in the sense of taking into consideration the GPS location of the nearest available engineer & factoring in
his schedule to decide who will visit the client.