E COMMERCE

Final Report

Submitted to:
Miss Naila Shehxadz

Submitted by:
Nashrah Kashif (BBA 152013)
Maryam Aamir (BBA 152027)
Marium Iftikhar (BBA 152037)
Raham laiq (BBA
Noman (BBA
Introduction
The purpose of this new venture of e commerce is to develop a new Internet grocery retail shop
concept for the Pakistani customers.
The motivation for a starting new e commerce business in developing a new grocery store
service for Pakistani customers has arose from our own experience of the grocery purchases from
the grocery stores. We experienced many inconveniences during the grocery shopping
experience. The inconveniences are related to the carrying of grocery items from the grocery
store to home. The weight of groceries is around 10 - 15 kilograms, we found it extremely
difficult to carry the grocery items from the grocery store to home. This feeling is shared by most
customers of the Pakistani grocery stores.
Furthermore, the grocery stores should deliver the groceries to the customers’ homes. For this to
be possible there should exist tools which enable the customers to buy the groceries without
visiting the stores themselves. The online portals such as website and mobile shopping
applications enable the customers to buy the groceries without leaving their homes.

Mission Statement
Sabzi Go aims to evolve the grocery service industry in Pakistan and we aim to target the people
who lead a busy lifestyle to shift them from the traditional method of grocery procurement to a
more advance online mode. We will ensure a hassle-free shopping experience for our customers,
so that they can spend their valuable time and energy somewhere else.

Visio Statement
A vibrant healthy community with access to healthy affordable food through a grocery store

Literature Review
Grocery products include the edible commodities that are purchased often or on continuous
basis from supermarkets, usually at regular intervals of time. Traditionally, groceries are
bought in set-up where the consumer can inspect the product before buying (Klein, 1998). The
sense of touch, smell and sight directly affects the buying decision of consumers. Also, the
marketplaces are not just limited to the perishable products, durable eatables (such as
canned and packet food) and non-food goods such as household appliances are also available
(Schuster & Sporn, 1998). Hence, grocery shopping has become an actual expedition where
physical activity is undertaken and strong senses help determine the choice.
Online grocery trade has a lot of potential as
Generation Y and their predecessors use
technology frequently to save time and seek
convenience as compared to the previous
generations who are accustomed to buying
groceries from brick and mortar stores
Online grocery trade has a lot of potential as Generation Y and their predecessors use
technology frequently to save time and seek convenience as compared to the previous
generations who are accustomed to buying groceries from brick and mortar stores.
Value Proposition:
When you visit a local vendor/shop to buy products, most often what you purchase is Grade B or
worse items without even knowing it. Often the products are sitting on racks for several days
losing its freshness, flavor and nutrient value. These are some of the problems that we are
solving through our service.
We have vegetables and herbs, local and imported fruits, meat (mutton, chicken, beef and fish),
organic products, honey, juices, granola bars, and dry fruits which we deliver straight to
customers’ doorsteps, 7 days a week.
Our vegetables and fruits are sourced from the same suppliers that supply many 5 star Hotels,
Upscale Restaurants and Grocery Stores in Karachi along with some of our other trusted
suppliers. Our team of expert buyers hand-pick the best quality of vegetables and fruits. This
ensures fresh, high quality products.
Market Opportunities:
Market opportunity of SabziGo is the increasing number of working women. It tends to make life
easier for the working women who have hectic schedule and do not get the time to buy groceries
themselves. In addition, there is lack of online grocery delivery service, which is also a plus
point for Sabzi.
Competitive Environment:
Direct Competitors:
 Mandi Express
 Hum Mart
 Taza Mart
Indirect Competitors:
 Imtiaz
 Kiryani Dukan
 Chase up
Competitive Advantage:
The items that are ordered are delivered on the same day and within a few hours.
Market Strategy:
The following ad campaign would be used for our product:
 Facebook Campaign: Ad on Facebook, Notifications about product modification reach
customers faster and are also very low priced as compared to TVCs. Uploading TVCs on
YouTube and sharing them on Facebook and Instagram pages as these websites have
huge amount of members.
Sales promotion activity:
Following sales promotion activities will be conducted:
 Discounted Prices
 Vouchers and Coupons
 Social Media Contests and Giveaways
Advertising: To advertise our products we use the following means:
 Billboards
 Magazines and Newspapers
 Social media

Sales promotion: To our chocolate we use the following methods:

 Coupons
 Discounts

Direct marketing: Direct marketing of our products is done through:

 E-mail
 Text messaging
 Online ads

Digital Marketing:
Digital marketing of our products is done through:

 Company Websites

 Social Media (Facebook or Instagram)

 banners

Organizational Structure:
SabziGo uses functional organizational structure, in which the organizations are divided into
smaller groups based on specialized functional areas, such as IT, finance, or marketing. It is also
known as bureaucratic organizational structure; the functional structure divides the company
based on specialty. This is the traditional business with a marketing department, HR department,
accounts department, customer service department, etc.
The benefit of a functional structure is that entities are dedicated and devoted to a single
function. The expectations and clearly defined roles limit confusion. The disadvantage is that it is
challenging to facilitate strong communication amongst different departments.
Management Team

CEO

CFO

Marketing IT Accounts Logistics

Department Department Department Department

Sales Finance Warehouse

IT Manager Stock
Manager Manager
Supervior
Customer Graphic
Service Merchandie
Designer Specialist
Manager

Purchase
Manager

Target Market
As discussed earlier our major customers will be housewives and working women. House wives
in a manner, they are busy in their everyday work that they don’t prefer to leave the house work
and go for shopping. Similarly, working women can gain advantage of our service by sitting in
their offices and get access to our site or page and order the desired grocery usage products.
Online grocery also has its application on google play. Customers can download it on their
mobile phones and by using the application they can also give orders by connecting to internet.
Product categories:
The Internet store has more than 500 products in its assortment. Following are the product
categories offered on the Internet store:

1. Agarbatti and Incense sticks

2. Atta wheat flour 3. Basmati and Indian rice
4. Chutneys and relish
5. Coconut and coconut mill
6. Dal, pulses and beans
7. Exotic fruit juices 8. Fresh chappati and roti
9. Fresh products
10. Fresh vegetable
s11. Frozen foods
12. Indian special
13. Instant food mixes
14. Jaggery and Raw Sugar
15. Mangoes and mango pulp
16. Masala and curry powders
17. Noodles and vermicelli
18. Oil and ghee
19. Organic bio foods
20. Papads and poppadoms
21. Paste and sauce
22. Pickles
23. Ready to eat and ready meals
25. Soya chunks and meal maker
26. Spices and herbs (Whole)
27. Spices and herbs (Powder)
28. Sri Lankan foods
29. Sweets and snacks

Payment and delivery The Internet store provides the option by pay with Paypal, bank transfer or
direct banking. For order from other cities, the delivery charge varies depending on the order
size, order weight and shipping destination. The delivery times are between 2 to 3 working days.
The goods are delivered between 9 a.m. to 5 p.m. on weekdays. Delivery also possible on
Saturdays, but it does not specify if they charge extra for delivery on Saturdays.
Return and exchange policy The Internet store provides an option for return and exchange of
groceries. In case the items get damaged during the shipping, the customers can claim for money
or get new item for the damaged item.

Special features
Following are the special features of the Internet store
1. The Internet store provides a prominent search bar which helps in searching for the required
items.
2. The store also has a blog section where recipes are posted. The store also posts information
about upcoming events in the city related to Pakistani such as Pakistani music concert etc.
3. The store also has an FAQ section which has answers to a large number of frequently asked
questions.

Product Categories
The Internet store has a limited number of products in its assortment. Following are the product
categories offered on the Internet store:
1. Flour-rice: This category is sub divided into flours, rice, flour derivatives, rice derivatives and
tapioca. 2. Condiments: This category is sub divided into dry fruits, pickles, spices, sauces,
cooking aid and pastes. 3. Pulses: This category is sub divided into lentils and beans.
4. Instant food: This category is sub divided into heat and eat, instant noodles and ready-made
mixes.
5. Snacks: This contains namkeen and cookies as sub categories.
6. More: This is a miscellaneous category which contains sub categories such as sweets,
beverages, worship items, mouth fresheners, fresh and frozen items

Price
At the initial introduction stage to attract the customers we will use price penetration strategy, in
the middle stage of our growth as we tend to provide quality products we will use price
skimming strategy.
Promotion
We will place promotion on occasions like Ramazan and Eid festival in which customers will
avail the opportunity and shop happily. Promotions like buy one get one free, on the shooping of
more than 3000 get chance to win car , mobile phone and other things. Become a golden
customer and avail an opportunity to get gift hampers to every purchase to make from us.

E Business Portfolio
 Facebook
We will make Facebook page for advertising and it will also be used for contacting as well. The
products we have for selling and through Facebook page we will sell our products as well.
The products that are available we will display them on Facebook 
We will also display availing discount opportunities for our customers so when they scroll and
find out that items are discounted they are ready to avail this opportunity by just messaging us

 Banner
We will also use banners for marketing in our target market area so that our customers should be
aware of it and use our website for buying of products.
Instagram
We will also make Instagram page for marketing of our page and we will post picture of our
products on Instagram that will help us for promoting of our business.

 Website
We have our website for our online store so that our customer will access on our website and
make purchases like option given on website to add to cart and cash transactions through
payment on delivery as well as through debit and credit card.

 Instagram
We will also make Instagram page for marketing of our page and we will post picture of our
products on Instagram that will help us for promoting of our business. ( like boost page for many
viewers)

Business Analytics
 Google Analytics
We will use Google Analytics tool that you can used to track data the way visitors to our site
associate with it during a search engine optimization (SEO) campaign, we will need to use
Google Analytics to track the performance of your keywords in order to have a successful
campaign.
 Google Trend
We will use Google Trends for marketing google trends data can be used to inform us about
seasonal campaigns, help us with cost planning as well as inventory stocking.

 Google Adward
We will use google adward for marketing of our page that will help us to display ads on google
and we will pay them when people click the ad.

Economic and Financial Feasibility:

SabziGo have a bright future in Pakistan as the people buying problem will come at ease and
they will be having economic and financial benefits by shopping online because of saving of
their time and petrol to get to the store and even availing the discounts and coupons at the site.
It is also safe and helpful for the people who live alone or single mothers who cannot go out to
buy groceries anytime or hardly go out because of the conservative thinking of our society.
Most of our customers are likely to be the household women’s who love to manage their home
financially and they love the ongoing discounts on the products and they surely can’t miss the
chance to grab the discounted groceries.
The store has different shipping rates for particular amount of order as follows:
Order above 2000 Rs/- Free shipping, No delivery charges.
Order above 1500 Rs/- And up to 1800 Rs/-, Shipping – 50 Rs/-
Order above 800 Rs/- And up to 1200 Rs/-, Shipping – 80 Rs/-
Order above 500 Rs/- And up to 1000 Rs/-, Shipping - 100 Rs/-

Supply Chain Strategy:

Inbound logistics:
1. Collecting supplies from the suppliers in Pakistan.
2. The inventory is directly sent to warehouse so that no additional vehicle is needed.
 3. Inventory is unpacked when received and placed at the shelves in the warehouse so that
it is easy to pick up the necessary items while making a customer order.
4. The details of the product are added on the website which includes product name, price,
expiry date, quantity, product tags etc.
Outbound logistics:
1. Driving at customers home to deliver the order.
2. Receiving payment from the customers.
3. Receiving feedback and comments from the customers.

Operations:
1. The following operations takes place during the whole process:
2. The customer order his groceries through the website.
3. The company employee receives the order and takes a printout o that order.
4. He then visits the store and prepare the customer’s order.
5. After the order is made, the employee visit the customers home and deliver him the order.
6. If the customer had not paid online then he has the option of terminal payment with the
employee.
7. After the delivery the order is complete.
Flow Chart
Security Issues:
Some customers are very sensitive about sharing their personal and lifestyle behavior. In an
online store, the customer does not have the opportunity to inspect the product before the
purchase, so the customer is at higher risk of fraud than in a physical store. Merchants are also at
risk for fraudulent purchases made using stolen credit cards. Phishing is another concern where
the consumer is flooded into thinking that he is dealing with a reputable retailer.

Limitations of the Project:

Empirical study is not carried out before launching the plan so the business may have some
fluctuations or some drawbacks because of not studying the market before creating a business
plan.

Future Ideas and Enhancements:

Following are the opportunities which can be leveraged in future
1. Mobile vans could be used for delivering fresh vegetables and other unpackaged items. So
the customer would have the option of choosing fresh vegetables himself.
2. The business can expand to other markets (such as Finnish, Russian markets etc.)
3. With efficient delivery mechanism, it could be possible to provide delivery within few hours.
4. If possible, the business should tie up with local businesses. This could help in meeting
customers‟ needs if some items in the inventory go out of stock.
5. The business can provide deliveries to customers living in other cities of Finland using the
postal ideas.