Strategic Management

BUS 690
SECTION: 03
SEMESTER: Spring 2021

ASSIGNMENT ON
STRATEGIES THAT CAN BE IMPLEMENTED IN
EVALY

Name ID
LAMYEAH ZERIN 191 5087 060

Submitted to: Zulkarin Jahangir

Date of Submission: 10th April 2021
 Summary
To take a company forward ad reach success, the management of that company needs to
strategize and apply those strategies. Strategies become effective when they are based on proper
market research, knowledge with calculations and forecasts.
This paper chalks out the strategies that our leading local e-commerce company, Evaly can use in
order to propel forward and excel in the industry.

Introduction to Evaly

Evaly started its journey in December 2018. It is a local technology company with specialization in e-
commerce, food & grocery delivery, classifieds, accounting & inventory solutions, and other logistics.
Evaly is an online shopping place that offers an array of products to its users at mega deals and offers. It
operates via its website and its Android & iOS mobile app. The founder, Managing Director & CEO of
Evaly is Mohammad Rassel, a former banker, and Shamima Nasrin is the current Chairperson and co-
founder of Evaly.
Evaly’s headquarters is located in Dhanmondi, Dhaka, Bangladesh.
As a local e-commerce company that started its journey recently, it currently has 5 million registered
users, 35,000 entrepreneurs & brands, 1,100+ skilled employees and 15,000 Delivery Heroes.

The purpose of Evaly is to revolutionize the way Bangladeshis do shopping especially via e-commerce
platforms. It strives to akin the Alibaba and Amazon of Bangladesh.

Strategies that can be used by Evaly

Currently, Evaly is heavily focused on its Marketing Strategy. Out of the 4P’s of Marketing -
Product, Price, Place and Promotion, it focuses heavily on pricing and promotion. Six months
prior to Evaly was launched, the authorities focused on Out-of-Home marketing - putting up
billboards in remote areas to raise awareness. Evaly is renowned for the amazing discounts and
deals they offer to customers of premium products. Customers usually wait for Evaly’s renowned
campaigns - Grocery Cyclone, Cyclone, Quick Deal, Flash Hour and more. Starting from
stationeries to premium cars, everything is available on Evaly at special prices. In the year 2020,
it was rebranded with the slogan, ‘Believe In You’ to give out the message that the officials
believe in the potential of people in taking the nation forward.

By providing people with consumer goods and services at a lower price, Evaly is creating value
for customers. Thus demand is generated.
Evaly has a murky reputation in the market. Due to their poor delivery service, people are scared
to purchase from them. While many people do receive the delivery, people who do not receive
delivery on time spread negative word of mouth which drives away potential customers.

As they are successful in creating value for customers, Evaly should now focus more on building
competitive advantages by focusing on the building blocks of competitive advantage. It must
enhance its functional strategies. It already provides superior quality products as top local and
international brands such as Shwapno, Bata, Nagad, Samsung, realme and more are available on
its platform.
It also has superior innovation; the way it has revolutionized the e-commerce industry and pulled
people into the hub of e-commerce confirms its superior innovation. With the great amount of
discounts and wide accessibility across the nation with their user-friendly app and great interface
website, it is already providing superior innovation. Evaly is heavily focused on promotion; in
fact, it has recently hired Tahsan Rahman Khan as their Chief Goodness Officer. It has also
sponsored the Bangladesh National Cricket Team for the cricket ODI series with New Zealand.
From government events, such as Digital World, Digital and Device Innovation Expo 2021 to
university programs, it has sponsored many.

However, it must focus on their efficiency in delivering the ordered products and win the hearts
of customers with responsiveness towards their issues.
Evaly needs to focus on its customer service and be more responsive to customers’ issues. One
of the main complaints that customers have with Evaly is that it does not deliver products on
time. This leaves customers quite frustrated especially when they have already paid for
expensive products, such as smartphones, bikes to name a few.
Another problem is that when people try their customer care number, most of the time it stays
busy and people cannot reach customer care, even if they do, they are replied with the same lines
that the designated department is looking into the issue and hopefully the problem will be solved
soon. Evaly needs to look into this issue more seriously and ensure that customers are satisfied.
It also needs to increase efficiency by ensuring that they deliver the products within the promised
time.
This will help Evaly gain customers’ trust and give the company a competitive advantage.

To gain customer trust, another very important thing that the company needs to ensure is to shape their
employee attitude. Currently, Evaly is doing mass recruitment. As a start-up company, it has a need for
people and they are hiring people. However, HR needs to strategically recruit people. They need to hire
people who have the right attitude - to give service to customers. They need to focus on whom to hire for
what position based on experience in the relevant field.

They also need to plan training for everyone. Other than a good salary, the company needs to ensure that
the employees are given scope to spread their horizon of knowledge through hands-on experience and
training. This will make the employees feel more belonged and show right attitude towards customers.
HR also needs to ensure that every single employee knows what the company is aiming for, what their
goal is. This should be properly explained to all employees from every department. When individual
departments are aligned with all other departments alongside the mission and vision of the company then
it will be easier to have a positive impact on the market. Introducing employees to other departments and
explaining the mission and vision is the responsibility of HR.

Conclusion
I believe that if Evaly strategizes properly and enhances its functional strategy and HR strategy
then it will gain a competitive advantage in the industry and will the leader amongst international
and local companies in the e-commerce industry.

References
1. https://www.thedailystar.net/lifestyle/news/evaly-thrives-emerge-akin-amazon-and-
alibaba-bangladesh-2000049
2. https://ibtbd.net/e-phoenix-of-e-commerce/
3. https://www.newagebd.net/article/132329/evaly-in-early-stages-of-its-growth-
potential-rassel
4. https://thefinancialexpress.com.bd/trade/evaly-sells-5000-realme-smartphones-in-
one-minute-1615035046
5. https://www.dhakatribune.com/business/2020/10/07/samsung-galaxy-a21s-now-
available-at-evalyhttps://www.dhakatribune.com/business/2020/10/07/samsung-
galaxy-a21s-now-available-at-evaly
6. https://ibtbd.net/the-rising-star-of-e-commerce/
7. https://www.tbsnews.net/companies/evaly-sponsors-digital-world-2020-169105
8. https://thefinancialexpress.com.bd/sports/evaly-sponsors-bangladesh-cricket-teams-
nz-tour-1614005280