REPORT ON FLIPKART

BY: - MANAN CHAWLA (2K20/BBA/88)

&
ARYAN BAHL (2K20/BBA/26)
Ab Har wish Hogi poori
CONTENTS:
INTRODUCTION Pg 2
HISTORY Pg 3-4
FUNDING AND AMBASSADOR Pg 5
THE BIG BILLION DAY Pg 6
THREATS AND CHALLEGES Pg 7
POLC Pg 8
PLANNING Pg 9-10
ORGANIZING Pg 11
LEADING Pg 12-13
COMMUNICATION Pg 14
REPORT Pg 15-16
MISSION, VISION, Pg. 17-19
STRATEGY, CULTURE
MAJOR COMPETITOR Pg 20-21
SUGGESTION Pg 22
CONCLUSION Pg 23
REFERENCE Pg 24
? INTRODUCTION
� Flipkart was founded by Sachin Bansal and Binny Bansal.
� Two alumni of the Indian Institute of Technology and Former employees
at Amazon.
� The Company initially focused on online book sales with country-wide
Shipping.
� Flipkart slowly grew in prominence and was receiving 100 orders per day by 2008.
� Flipkart is an e-commerce company headquartered in Bangalore, Karnataka, India
and registered in Singapore.
� Billion is Flipkart's first private label brand made in India for Indians
ACQUISITIONS BY FLIPKART:
? 2012: Letsbuy.com
? 2015: FX Mart
? 2016: PhonePe
? 2016: Jabong.com
? 2017: eBay
� In August 2018, US Based retail chain Walmart acquired an 81% controlling stake
in Flipkart for US $16 Billion, Valuing Flipkart at $20 Billion.

? FUNDINGS
? BRAND AMBASSADOR
RANBIR KAPOOR & ALIA BHATT

� THREATS
? CHALLENGES FACED BY THE COMPANY:

Planning refers to the process of setting objectives for a given period of time,
formulating various courses of action to achieve them, and then selecting the best
possible alternative from among the various courses of action available.
Thus, it is basically a process of 'THINKING BEFORE DOING'. It bridges the gap
between where we are and where we want to go.
India�s leading ecommerce marketplace Flipkart, majority owned by global retailer
Walmart, plans to raise around $10 billion for its initial public offering (IPO),
according to a report. A report in the Mint said, Walmart has already hired
investment banker Goldman Sachs to explore the IPO and is planning to divest around
25 percent of its stake. �Work on the IPO (initial public offering) is on in full
swing and the advent of the pandemic has only hastened the process, given the
spectacular surge in demand on e-commerce platforms," according to a person quoted
in the report. ALSO READ Indian startups getting ready for IPO window, says Sequoia
Capital's Rajan Anandan Earlier, in the month of September, a
report from Reuters had said that Flipkart was looking to go public in early 2021
and the listing could be at a foreign location. This report said Walmart was
looking at a valuation of $45-50 billion. Flipkart Group CEO Kalyan Krishnamurthy �
at Your Story�s flagship event TechSparks in 2019 � had said that his big dream was
to take Flipkart to an IPO, or what he called �a real exit,� in three years.
Walmart had acquired Flipkart in 2018 in a deal valued at $16 billion. This was one
of the biggest acquisitions to date for the Indian startup ecosystem, but it also
saw the exit of its founders � Binny Bansal and Sachin Bansal. The valuation sought
for Flipkart by Walmart will mean that it has doubled its acquisition value. In
July this year, Flipkart's valuation rose to $24.9 billion, after it raised $1.2
billion in fresh funding with Walmart as its lead investor. Recently, Walmart and
Flipkart together had announced the divestment of its fintech business � PhonePe
into a separate entity valuing it at $5.5 billion. Sign up for our exclusive
newsletters. Subscribe to check out our popular newsletters. These developments
also come in the backdrop of the recent draft regulations which allows for direct
overseas listing by Indian companies. As the leading ecommerce marketplace,
Flipkart competes against players such as Amazon and Reliance in India.
Organizing can be defined as a process that initiates implementation of plans by
clarifying jobs and working relationships and effectively deploying resources for
attainment of organizational goals.
Researchers found that the organizational structure of Flipkart was a more complex
one that combined both divisional and traditional structure to operate in a given
environment. There are product divisions categorized and each of them is assigned
with a product head. They will be thereby reporting to the Vice-Presidents of the
functional departments of the organization. The Board Members will then take a
decision based on the reports provided by each of the Vice-Presidents; it will help
them overcome the workplace challenges, market competition, issues of the
employees, and other factors that can directly effect on the performance of the
organization.
However, considering the aspects of globalization and changing trends of
technology, it is important for the senior management of Flipkart to revamp their
organizational structure for better development of the organization.
Leading involves the social and informal sources of influence that you use to
inspire action taken by others. If managers are effective leaders, their
subordinates will be enthusiastic about exerting effort to attain organizational
objectives.
Flipkart ensure the recruits are ready to unlearn, to helping them understand and
adjust well in Flipkart's 'start-up environment', it has put in place processes to
ensure its structure does not crack amid the ongoing evolution.
Among other things, the company prescribes books for the incoming leaders, makes
them shadow the founders, gives them a buddy to reach out to and walks them through
all its processes. The idea is that each outsider who comes in at leadership level
gets a clear idea into the functioning.
RECRUITING IN STYLE
o Any top-level recruit is prescribed a list of books to read before coming on
board
o With no proven successful models in Indian e-commerce, the company�s radar is in
search of quick learners and un learners.
o Senior-level recruits are made to meet & interact with several teams to gel with
co-workers
o Warehouse visits must for all new recruits to understand the entire supply-chain
of Flipkart.
Flipkart has also inculcated an unconventional mindset for recruitment. A lot of
stress is given on a candidate's ability to cope with change and unlearn several
things he or she might have learnt in previous jobs.
Motivation is a process by which a person's effort are energized, directed and
sustained toward attaining a goal.
? MOTIVATIONAL STYLE
� The Employee Recognition program at Flipkart sees to it that every Flipster is
given credit, motivation and visibility to understand how every individual
contribution to the organization counts. After all, it is these very people who
work night and day to always keep the Customer First.
� The WOW Awards, instituted in 2017, aim to recognize the contributions of
Flipsters for various categories, stemming from the understanding that recognition
takes place at many levels, starting from something as small as a �Thank You� card
from a peer, to the grand Flipkart Annual Awards ceremony at Flipkart.I think most
companies of our size and with the complexities of the problems we are solving,
have institutionalized an award of sorts for deserving winners. I thought it was a
great idea and long overdue,� says Krishna Raghavan, Senior Vice President at
Flipkart.
� The WOW Awards ensure that recognition remains an integral part of the Flipkart
culture and it is embedded in the rhythm of a Flipster�s daily routine.
Certificates, trophies and thank-you card proudly deck the desks of many Flipsters,
reminding.
Communication is the act of conveying meanings from one entity or group to another
through the use of mutually understood signs, symbols, and semiotic rules.
For any organization, creating a flexible and inclusive workplace that reflects its
culture and values is crucial. And for an e-commerce company like Flipkart, where
all decisions are customer-focused, the employees, who are the face of the company
to consumers, become all the more important. If we need to delight our customers
externally, we need to delight our employees. The key agenda in front of us was how
to take care of the employees� well-being and diverse needs. This thought led
Flipkart to embark on a year-long exercise to better understand employee needs and
relook the benefits and wellness programs. Research findings highlight that
employees with greater autonomy and flexibility, from the employer, made them more
productive and enabled them to unleash their full potential. While organizations
offer benefits programs to enhance their employer brand or do it as a mandatory
exercise, at Flipkart, the emphasis has always been on whether such benefits are
meaningful for our employees in the true sense of usability or not. To arrive at a
feasible outcome, a framework called �Benefits Design Principles� was created
internally with a core theme of employees being at the centre of all design and
equality in offering all benefits across the organization. As a part of the
exercise to understand employee needs, Flipkart conducted pulse surveys to
understand how employees felt about and looked at benefits. they also spoke to many
focus groups of employees, who had availed certain benefits programs, to better
understand what they viewed as support from the employer. It was a fascinating
exercise and we got to know things that we would not have known otherwise. For
example, we had not thought that the location of the car parking would be one of
the top preferences for pregnant women. Such feedback was used by Flipkart to
enhance their benefits design.
COMMUNICATION
INCOME AND EXPENSES REPORT

Flipkart�s marketing strategy is a very solid and robust one - of course it also
doesn't hurt that brands like Flipkart have deep pockets and can make their
marketing efforts come to life. The best thing about Flipkart is that they�re great
with transmitting coherent messages across platforms. As a marketer here are my
main takeaways from Flipkart: � Influencer marketing and star power are huge in
India - Flipkart understands this and is not shy about using this channel in order
to garner traffic and views.
� Flipkart is also largely focused on visual ads - be it video, creatives or even
reality tv. As a fashion brand this is great and shows that they understand their
product as well as their audience. � Multichannel ads are great. While Flipkart
drives the performance of their ads online with performance marketing, they�re also
heavy on offline ads and TV spots which shows a great understanding of the
audience. � Experimenting is always great and Flipkart is not shy about this -
being one of the early adopters of gamification and VR. � Customer really is king.
Their offers are always really great and their hugely successful Big Billion Day is
testament to this fact. If customers - still largely traditional when it comes to
buying clothing online - are happy to stop going to stores and order online and in
some cases even pay in advance, you know Flipkart is doing something right. � o The
COVID crisis in India this year has resulted in many brands stepping up in the
country�s hour of need. Flipkart, being a giant was no exception to this, despite
being heavily restricted by law to keep their business from running during this
time. For frontline workers and consumers Together with parent company Walmart,
Flipkart announced that it would donate INR 46 Cr worth of medical supplies to
support the fight against coronavirus in India.
o This includes the donation of protective equipment such as N95 masks and medical
gowns, and equipment to NGOs and those working in the frontlines. Additionally,
Walmart is donating 7.7 Cr to NGOs - Goonj and Srijan in India, which will be used
to collect food, medicines and other equipment for distribution. o Additionally,
Flipkart also partnered with Tata Consumer Products so as to ensure a greater
supply of essential food and grocery items for their customers. Flipkart #SmartBuy
also launched hand sanitizers and surgical masks in April, to fight the shortage.
Not only that, Flipkart also joined forces with Uber and Meru Cabs in India, to
deliver essential items to consumers in Delhi, Bengaluru and Mumbai. For their
delivery network and partners, o Flipkart has stepped up the medical cover they
provide for those working in their supply chain network - including local stores,
as well as individuals. Their insurance provides protection against lost income
during the COVID crisis as well as medical insurance for outpatient care,
consultation and pharmacy requirements. o Flipkart made sure to take care of the
ecosystem that drives their main business. This, of course, is something that will
help them win big in the long run, and bounce back once the economy recovers from
the crisis.
Why do employees love Flipkart? Is that even a question? In a nutshell, it�s the
culture. An open, transparent and empowering way of work-life fine-tuned over the
past decade � something that employees, both past and present, have come to love.
While all-encompassing in that one term � from work environment to benefits to
learning to career growth � culture can mean different things to different
companies. What is settled, though, is that it�s critical. As management guru Peter
Drucker said: �Culture eats strategy for breakfast.� For the second year in a row,
Flipkart is at No. 1 on the LinkedIn Top Companies list in India. Looking beyond
the accolades MAJOR COMPETITORS OF FLIPKART
1) Amazon 2) Snapdeal 3) Alibaba 4) Paytm 5) Myntra 6) Jabong 7) Shopclues
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� Despite the fact that Flipkart is the market leader in E-Commerce in India, the
company is still lacking in terms of market expansion and capitalizing on the
opportunities related to distribution in several parts of Tier-III cities and other
rural areas.
� Further, as the power is in the hand of buyers and with direct competition with
Amazon India, the organization will face tough challenges in terms of price for the
same products offered. Also, the cost of acquiring a new customer for Flipkart is
higher compared to other players in the market. They are spending a lot on the
advertising to increase their promotions, attract new customers to expand their
customer base, and subsequently achieve the desired objectives of expansion. BAR
GRAPHBAR GRAPH
SUGGESTION
o A credible rival can do wonders to an enterprise and Flipkart is no different.
The entry of Amazon in India has enabled Flipkart develop a lot of in-house
innovation and organically developed best-practices - that have now become the
industry standard. Flipkart began operations on the consignment model; goods were
procured from suppliers on demand, based on the orders received through the
website.
o Later, the books-to-electronics e-shop adopted the warehouse model. The company
had its own warehouses, and maintained its own inventory. Flipkart launched its
model of marketplace just one month after Amazon launched its marketplace in India.
o It introduced payments brand PayZippy for online merchants and customers seeking
fast, hasslefree and safe payment options. Some 70 per cent of its shipments are
done by its own logistics company and about half of deliveries are on a cash-on-
delivery basis.
o Flipkart has recently introduced the next day guarantee delivery service and
shopping from its own mobile application. Given the critical mass of transactions
Flipkart controls - about 100,000 a day - the company is betting that it has the
volumes to lay the foundation of what will be a profitable business.
o Last but not the least; Flipkart has very clearly prioritized customer delight as
its chief avenue for customer acquisition and retention. This causes them to build
a lot of slack into their existing systems causing higher costs at several points
in the supply chain.
o How they address this challenge is what will determine their future success.
CONCLUSION
CONCLUSION
? www.flipkart,com
� Wikipedia
? www.flipkartcareers.com
? Bloombergquint.com
? Storiefflipkart.com
www.businessstandard.com
? marketing91
REFeRENCES