The Study of Supply Chain at Amazon.

SUMMER TRAINING PROJECT REPORT
Submitted in partial fulfilment of Master of Business Administration
“A Study on Barriers in Supply Chain Management of

Amazon”
Session -2023-24
Faculty Guide Submitted by:

Ms. Sonali Gupta Shubhanshu Bhatt
Master of Business Administration Roll no. - 2201640700287
PRANVEER SINGH INSTITUTE OF TECHNOLOGY

AFFLIATED TO DR. A.P.J. AKTU
Pranveer Singh Institute of Technology Summer Internship Project

DECLARATION
I hereby declare that this submission is my own work. It contains no material previously
published or written by another person, nor has this materials to a substantial extent been
accepted for the award of any other degree or diploma of the university or other institute of
higher learning.
Shubhanshu Bhatt
Pranveer Singh Institute of Technology (i) Summer Internship Project

Acknowledgement
Summer Internship Project Report is the one of the important parts of MBA program, which
has helped me to gain experience and will be beneficial in my succeeding career. For this, with
an ineffable sense of gratitude I take this opportunity to express my deep sense of indebtedness.
and gratitude to Dr. S. K. Bhalla, Director Pranveer Singh Institute of Technology and Dr. Harit
Kumar, Head of Business Administration Department, for their encouragement, support and
guidance in carrying out the project.
I am very much thankful to, my Project Guide Ms. Sonali Gupta, MBA Department for her.
interest, constructive criticism, persistent encouragement and untiring guidance throughout the
development of the project. It has been my great privilege to work under her inspiring guidance.
I am also thankful to my parents and my friends for their indelible co-operation for achieving
the goals of this study.

(ii)
Executive summary
The global marketplace is evolving rapidly, with e-commerce giants like Amazon leading the
way. As a key player in the retail industry, Amazon's success is intricately linked to its efficient
supply chain management (SCM) practices. This study delves into the barriers that Amazon
encounters in its SCM processes, aiming to provide insights into the challenges faced and
potential avenues for improvement.
Amazon's supply chain is a complex network encompassing various stages, from procurement
to delivery. The company's commitment to customer satisfaction relies heavily on streamlined
logistics, inventory management, and distribution channels. Understanding and overcoming
barriers in this intricate system are pivotal for sustaining Amazon's competitive edge.
"In 1994, Amazon was founded by Jeff Bezos that is currently one of the most valuable
companies. Amazon has become a global leader by selling more than a million products."
(Duffy, 2018) In this report, potential issues and future opportunities have identified that further
explained with various analysis tools by considering impact analysis. Finally, solutions and
strategies have evaluated and further demonstrated with individual implementation plans.
Moreover, a description of strategies relating to the development of sustainability and financial
value has Illustrated. "The key supply chain challenges online retailers are lack of authenticity
of the product and suppliers, outsourcing of third-party suppliers, Increased cost of shipping,
and disrupted quick delivery." (SCCG, 2020)
The issues we identified are increased shipping cost, higher dependency on other logistics
companies, Disruption in last-mile delivery, Low focus on Amazon online retail store as
compared to Amazon Web Services, and loss of supplies due to the Covid 19 pandemic.

(iii)
Also, Impact analysis with a relative root-cause analysis had assessed. Also, there are
different opportunities have identified for future opportunities that are flourishing online
grocery sales, Amazon Prime Air delivery service, and expansion of Whole Foods to turn into
multitasking stores.
The significant Impact of these Identified issues and opportunities are late deliveries, increased
cost of shipping, reduced customer satisfaction as well as overall profit. The objective here is
to improve the supply chain by diminishing the impact that decreases the overall efficiency of
Amazon. To solve issues, and to improve opportunity, provide pick-up location to the customer,
improve the supplier selection process as well as last-mile delivery. Also, sustainability has
primarily focused on environmental and social benefits. To improve environment pillar,
implementation of the latest gadgets and electric vehicles increase "the prediction made by
Amazon on carbon reduction." On the other hand, the social pillar should Implement by
empowering employees and encouraging their talent, the company's growth could be increased
in the situation of COVID-19, Similarly, the financial analysis and its Improvement have
explained by the installation of lockers in various locations including convenience stores and
shopping centers to solve the short-term solution.
Key Barriers Explored:
Global Network Complexity:
Amazon operates in multiple countries, each with distinct regulations, infrastructures, and
consumer behaviors.
The study reveals challenges in synchronizing operations across diverse regions, necessitating
adaptive strategies to address regulatory compliance, cultural nuances, and varied logistical
landscapes.
Pranveer Singh Institute of Technology (iv) Summer Internship Project

Technological Integration Challenges:
Despite Amazon's technological prowess, integrating emerging technologies like blockchain
and artificial intelligence into SCM poses hurdles.
The research underscores the need for continuous technological advancements to enhance
visibility, automate processes, and optimize decision-making.
Supply Chain Disruptions:
Unforeseen events such as natural disasters, geopolitical tensions, and global health crises can
disrupt the supply chain.
The study emphasizes the importance of robust risk management strategies and contingency
plans to mitigate the impact of unforeseen disruptions.
Labor and Workforce Management:
Amazon's expansive operations rely on a large and diverse workforce.
The study identifies issues related to workforce management, including labor disputes,
employee welfare, and the need for responsive human resource practices to maintain
operational efficiency.
Environmental Sustainability:
Increasing awareness of environmental issues prompts the need for sustainable supply chain
practices.
The research highlights Amazon's efforts in adopting eco-friendly initiatives and addresses
challenges associated with balancing growth objectives with sustainable practices.
Pranveer Singh Institute of Technology (v) Summer Internship Project

Recommendations for Improvement:
Enhanced Technology Adoption:
Continued investment in cutting-edge technologies to improve forecasting accuracy, reduce
lead times, and enhance overall supply chain visibility.
Agile Global Strategy:
Developing an agile global strategy that considers regional disparities, regulatory variations,
and cultural nuances to ensure seamless operations worldwide.
Robust Risk Management:
Strengthening risk management protocols to proactively identify and address potential
disruptions, safeguarding the supply chain against unforeseen events.
Labor Welfare Initiatives:
Implementing comprehensive labor welfare programs to address concerns related to workplace
conditions, employee satisfaction, and fostering a positive and productive work environment.
Commitment to Sustainability:
Intensifying efforts towards sustainability by optimizing packaging, reducing carbon footprint,
and exploring innovative eco-friendly practices to align with global environmental standards.
This study provides a comprehensive overview of the barriers within Amazon's supply chain
management, shedding light on critical areas that warrant attention. By addressing these
challenges, Amazon can fortify its position as a market leader, ensuring sustained growth and
customer satisfaction in the ever-evolving global business landscape. As the e-commerce giant
continues to innovate, adapt, and refine its supply chain strategies, the insights from this study
serve as a roadmap for navigating the complexities of modern supply chain management.
Pranveer Singh Institute of Technology (vi) Summer Internship Project

Table of Contents
Page no.
Declaration i
Acknowledgement ii
Executive Summary iii
Part – 1
❖ CHAPTER 1: INTRODUCTION
1.1 Introduction about the problem……………………………………………1

1.2 Industry Profile…………………………………………………………….3
❖ CHAPTER 2: COMPANY PROFILE
2.1 History of the organization………………………………………………..8

2.2 Vision, Mission and Quality Policy………………………………………12
2.3 Structure of the organization……………………………………………...13
2.4 Product/ Services of the organization……………………………………..14
2.5 Growth of the organization (Challenges faced in past)…………………...20
2.6 Organization’s SWOT analysis…………………………………………..22
Part – 2
❖ CHAPTER 3: STUDY OF THE RESEARCH PROBLEM
3.1 Statement of the research problem……………………………………….26

3.2 Review of Literature……………………………………………………...28
3.3 Statement of the research objective………………………………………32
3.4 Research Methodology……………………………………………………32
i) Research Design (Qualitative/Quantitative, Exploratory/descriptive/Casual)
Pranveer Singh Institute of Technology (vii) Summer Internship Project

ii) Measurement/Scaling Techniques.
iii) Data Collection
❖ CHAPTER 4: DATA ANALYSIS
1. Graphical presentation/visualization……………………………………….40
2. Hypotheses…………………………………………………………………44
3. Statistical Test………………………………………………………………46
❖ CHAPTER 5: FINDINGS OR INTERPRETATION
❖ CHAPTER 6: LIMITATIONS OF STUDY
❖ CHAPTER 7: CONCLUSION
❖ BIBILOGRAPHY
❖ APPENDICES
Pranveer Singh Institute of Technology (viii) Summer Internship Project

Chapter 1: INTRODUCATION
1.1 INTRODUCTION ABOUT THE PROBLEM
Supply chain management (SCM) is a critical component of modern business operations,
playing a pivotal role in ensuring the seamless flow of goods and services from manufacturers
to end-users. For e-commerce giants like Amazon, which has revolutionized the retail
landscape, an efficient and robust supply chain is indispensable. However, despite Amazon's
widespread success, the company faces various challenges in managing its complex and
expansive supply chain. This study aims to delve into the barriers that Amazon encounters in
its supply chain management and explore potential strategies to address these challenges.
Amazon's supply chain is a sophisticated network encompassing procurement, manufacturing,
transportation, distribution, and customer fulfilment. With a vast product catalog and a global
customer base, Amazon operates on an unprecedented scale, making effective supply chain
management crucial to its continued success. The company has consistently invested in cutting-
edge technologies and innovations to optimize its supply chain processes. Nevertheless,
challenges persist, hindering the company's ability to achieve seamless and efficient operations.
Supply chain management (SCM) is a comprehensive and strategic approach to overseeing the
flow of goods, services, information, and finances as they move from the supplier to the
manufacturer, wholesaler, retailer, and finally to the end consumer.
It involves the coordination and integration of various activities, processes, and stakeholders
across the entire supply chain network to optimize efficiency, reduce costs, and enhance
customer satisfaction.

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Key Components of Supply Chain Management:
1) Demand Planning: Forecasting customer demand to ensure that the right amount of
products are produced or stocked.
2) Supply Planning: Determining how much and when to replenish inventory based on
demand forecasts and supply chain constraints.
3) Supplier Management: Identifying, evaluating, and managing relationships with
suppliers to ensure a reliable and cost-effective source of materials.
4) Procurement: Acquiring goods and services needed to produce the final product.
5) Production Planning: Scheduling and managing the production process to meet
demand while minimizing costs.
6) Quality Control: Ensuring that products meet specified quality standards during the
manufacturing process.
7) Distribution: Managing the transportation and storage of finished goods from the
manufacturer to retailers or directly to consumers.
8) Warehousing: Storing and managing inventory to meet customer demand efficiently.
Pranveer Singh Institute of Technology 2 Summer Internship Project

9) Order Fulfilment: Ensuring that customer orders are processed accurately and
delivered on time.
1.2 INDUSTRY PROFILE
Amazon is an American multinational technology company which focuses on e-commerce,
cloud computing, digital streaming, and artificial intelligence. It is one of the Big Five
companies in the U.S. information technology industry, along with Google, Apple, Microsoft,
and Facebook. The company has been referred to as "one of the most influential economic and
cultural forces in the world", as well as the world's most valuable brand. Amazon is known for
its disruption of well-established industries through technological innovation and mass scale.
It is the world's largest online marketplace, AI assistant provider, live streaming platform and
cloud computing platform as measured by revenue and market capitalization. Amazon is the
largest Internet company by revenue in the world. It is the second largest private employer in
the United States and one of the world's most valuable companies.

As of 2020, Amazon has the highest global brand valuation. Amazon distributes downloads
and streaming of video, music, and audio books through its Amazon Prime Video, Amazon
Music, Twitch, and Audible subsidiaries. Amazon also has a publishing arm, Amazon
Publishing, film and television studio Amazon Studios, and a cloud computing subsidiary,
Amazon Web Services.
In 2022, the Indian e-commerce market is predicted to increase by 21.5%, reaching USS 74.8
billion. E-commerce has transformed the way business is done in India. The Indian E-
commerce market is expected to grow to US$ 188 billion by 2025 from US$ 46.2 billion as of
2020. By 2030, it is expected to reach US$ 350 billion. India's e-commerce market is expected
to reach USS 111 billion by 2024 and USS 200 billion by 2026.Much of the growth for the
industry has been triggered by an increase in internet and smartphone penetration. The number
of internet connections in 2021 increased significantly to 830 million, driven by the 'Digital
India" programme. Out of the total internet connections, -55% of connections were in urban
areas, of which 97% of connections were wireless.
Jeff Bezos founded Amazon in July 1994. He chose Seattle because of technical talent as
Microsoft is located there. In May 1997, Amazon went public. It began selling music and
videos in 1998, at which time it began operations internationally by acquiring online sellers of
books in United Kingdom and Germany. The following year, Amazon began selling items
including video games, consumer electronics, home improvement items, software, and toys.
In 2002. Amazon launched Amazon Web Services (AWS), which provided data on website.
popularity, Internet traffic patterns and other statistics for marketers and developers.
In 2006. Amazon grew its AWS portfolio when Elastic Compute Cloud (FC2), which rents
computer processing power as well as Simple Storage Service (S3), that rents data storage via

the Internet. were made available. That same year, Amazon started Fulfilment by Amazon
which managed the inventory of individuals and small companies selling their belongings
through the company internet site. In 2012, Amazon bought Kiva Systems to automate its
inventory-management business, purchasing Whole Foods Market supermarket chain five
years later in 2017.
In January 2021, Amazon invested with over $278 million by opening two new centres in Italy
(Novara and Modena) and creating over 1100 jobs.
On February 2, 2021, Amazon announced that Jeff Bezos would be stepping down as CEO and
transition to Executive Chair of Amazon's board in Q3 of 2021. Andy Jassy, who is currently
CEO of AWS, will succeed Bezos as CEO of the company.
Amazon's history is marked by continuous innovation, strategic expansion, and a relentless
focus on customer experience. The company's influence extends beyond e-commerce, with
ventures into cloud computing, entertainment, artificial intelligence, and more.
Additional key aspects of Amazon's business and its various ventures are:
❖ Amazon Web Services (AWS): Launched in 2006, AWS is a cloud computing platform that
provides a wide range of services, including computing power, storage, and databases. It
has become a significant contributor to Amazon's revenue and is widely used by businesses,
startups, and organizations around the world.
❖ Amazon Marketplace: In addition to selling its own products, Amazon operates a vast
online marketplace where third-party sellers can list and sell their products. This has greatly

contributed to the extensive selection available on the platform, making Amazon a one-
stop-shop for consumers.
❖ Amazon Prime Video and Music: Amazon Prime not only offers expedited shipping but
also includes access to a variety of digital content through Prime Video for streaming
movies and TV shows and Prime Music for streaming music.
❖ Kindle and eBooks: Amazon revolutionized the book industry with the introduction of the
Kindle e-reader in 2007. This device, along with the Kindle Store, allowed users to
purchase and download digital books. The Kindle platform has expanded to include other
devices like the Kindle Fire tablet.
❖ Amazon Fresh and Amazon Go: Amazon Fresh is the company's grocery delivery and
pickup service, offering a wide range of fresh and packaged goods. Amazon Go is a chain
of cashier-less convenience stores, utilizing advanced technologies like computer vision
and sensors to allow customers to grab items and leave without going through a traditional
checkout process.
❖ Echo Devices and Alexa: Amazon's Echo devices, powered by the virtual assistant Alexa,
have become popular in the smart home market. These devices can perform tasks like
playing music, answering questions, controlling smart home devices, and more through
voice commands.
❖ Acquisitions: Amazon has made numerous strategic acquisitions over the years to expand
its business. Some notable acquisitions include Ring (a home security company), PillPack
(an online pharmacy), and Audible (an audiobook service).
❖ Logistics and Delivery: Amazon has invested heavily in building its logistics and delivery
network. In addition to its own delivery services, such as Amazon Prime Delivery and
Amazon Logistics, the company has explored innovative delivery methods, including drone
delivery through the Prime Air program.

❖ Sustainability Initiatives: Amazon has committed to sustainability goals, aiming to be net-
zero carbon by 2040. The company has launched initiatives like "Shipment Zero," which
aims to make all Amazon shipments net-zero carbon, and the Climate Pledge, a
commitment to meet the goals of the Paris Agreement 10 years ahead of schedule.
❖ Innovations and Future Ventures: Amazon continues to invest in emerging technologies

such as artificial intelligence, machine learning, and robotics. The company is exploring
futuristic concepts like autonomous delivery vehicles and cashier-less stores to further
enhance the customer experience.
Amazon's evolution from an online bookstore to a global e-commerce giant with a diverse
range of products and services demonstrates its adaptability and commitment to innovation in
the rapidly changing landscape of technology and retail.

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CHAPTER 2: COMPANY PROFILE
2.1 HISTORY OF THE ORGANISATION
IKIGAI LAB PRIVATE LIMITED is a private company incorporated on Sunday, 21
February 2021. It is classified as non-government company and is registered at Registrar of
Companies, KANPUR. Has authorized share capital of Rs.1,000,000 and has paid up capital
of Rs.5,000. It is involved in Other Business Activities Directors of IKIGAI LAB PRIVATE
LIMITED are NANDAN MISRA and ABHAY PANDEY. IKIGAI LAB PRIVATE LIMITED's
Corporate
Identification Number is (CIN) U74999UP2021PTC142201 and its registration number is
142201. Its registered address is A-3/07 GRD FLOOR TOWER 9 PURVANCHAL ROYAL
PARK NOIDA SECTOR 137 NOIDA Gautam Buddha Nagar UP 201304 IN. Current status of
IKIGAI LAB PRIVATE LIMITED is Active. Company is also written / known as M/S IKIGAI
LAB PRIVATE LIMITED or M/S IKIGAI LAB PVT. LTD.

To many English language speakers, ikigai is heard and spoken in three syllables. However, in
actuality, ikigai has four syllables as shown in the Japanese Hiragana alphabet below, and is
pronounced (ee-kee-ga-ee): When translated literally, iki means “life; alive” and kai
(pronounced as gai in this case) can be translated as “reason; worthiness; fruitful; effective.”
Ikigai Lab Sam Ushio is Founder of Ikigai Lab, a purpose incubator that delivers insights,
experiences, and solutions rooted in the Japanese concept of ikigai. Inspired by his Great-
Grandmother's journey of sacrifice, legacy, and triumph, Sam launched Ikigai Lab to empower
and inspire the power of purpose.
The Ikigai Lab is a data school of Indo-Canadian AI company Algo8.ai. Ikigai Lab is enabling
the individuals and organizations to learn and develop themselves in new technologies to fulfil
their potential. This is done with the help of bringing real industry case studies to learn and
practice for the students and creating the context of AI among the industry leaders and
managers. Ikigai lab is committed to helping students who are passionate about technology,
design thinking, and data science to learn these skills through our learning and development
programs. They are also running an Artificial Intelligence Academy with IIT Kanpur i.e., EICT
Academy, IIT Kanpur. We are having artificial research labs at institutions like IIT Kanpur, IIT
Patna, IIT Jammu, IIT Jodhpur, etc. We are running a B.Tech AI Program with Shoolini
University, GLA University, PSIT, etc.
On a chain of small islands off the southern coast of Japan known as Okinawa, there’s
something incredible happening. Residents there are living some of the longest, healthiest, and
happiest lives. Even for a country known for its longevity where the average lifespan is 84
years old, Okinawans live a full 5 years longer.

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What makes Okinawans live longer and healthier? One contributing factor could be the concept
of ikigai which originated from the region. Roughly translated to “the reason for being”, ikigai
means that you’re jumping out of bed every morning with a sense of meaning & purpose in
your life. More specifically, ikigai happens at the intersection where what you love, what the
world needs, what you can be paid for, and what you’re good at come together.
We live in an incredible time in history where, through the advancement of human ingenuity
and technology, access to knowledge and opportunity can be found all over the place. And yet
many of us find ourselves disconnected, disengaged, and even dissatisfied with aspects of our
lives.
What happened here? And why is there this nagging sense “I should be doing more” or “I’m
not good enough” whenever we hop onto our social media feed or engage in small talk with
strangers? What principles can we learn from groups of people like the Okinawans so we can
not only extend the length but also the quality of our lives?
Wherever you’re starting from, there might be a place for ikigai in your life. Living with ikigai
doesn’t have to mean a whole life makeover like quitting your well-paying job or going on a
30- day silent meditation retreat. It’s about infusing what we currently do with more meaning,
focusing less on material rewards, finding ways to get into a “flow” state more often, and
bringing more experiences in our lives that spark joy.
According to Japanese culture, everyone has ikigai. It indicates the value that one finds in their
life or the things that make someone feel like their life is valuable. It refers to both mental and
spiritual circumstances that make one feel like their life has reason.

DIRECTORS-IKIGAI PRIVATE LIMITED
The company has 3 directors and no reported key management personnel.
The longest serving directors currently on board are Nandan Mishra and Abhay Pandey who
were appointed on 21 February, 2021. They have been on the board for 1.6027397260273972
years and 0.0 months. The most recently appointed director is Mukesh Kumar, who was
appointed on 20 October, 2021.
Nandan Mishra has the largest number of other directorships with a seat at a total of 5
companies. In total, the company is connected to 6 other companies through its directors.

2.2 VISION, MISSION AND QUALITY POLICY
"The Ikigai Lab was found with the mission of getting Artificial Intelligence & Data Science
into the real world. More specifically into our part of the world – India."
It was founded (2017) on the vision of "Provide Relevant Education, Skills, and Knowledge in
the Age of Artificial Intelligence".
We take care of everything that comes before that – from your admission to your final
placement. Our approach is based on the principle that education should be affordable to
everyone, especially those who are motivated enough to learn new skills but can’t afford it.
Creating Future Technology Leadership. The Ikigai Lab is an Emerging Technology and
Human Skills Gurukul, with a focus on AI technology training. It is Algo8 AI's “data-school”.
The Ikigai Lab was founded with the vision to empower every individual with the knowledge
of Artificial Intelligence.

Quality Policy - Every Organization is different so our programs also. We create programs to
make your business more successful. Every company has its own unique workforce and needs.
Ikigai Lab creates tailor-made learning programs for each organization.
Outcome Based Learning - All the programs have specific learning outcomes. Participants
will be able to come up with the solutions for business problems. Participants will be able to
come up with the real business use cases.
Progress Reports - Improve the performance and learning by tracking their performances See
the overall results of the programs in a report. Results of quizzes, assignments of all the
participants on a regular basis.
2.3 Structure of the organization
Ikigai Lab ISA (Income Share Agreement) empowers you to invest in your future over the next
8 months. You pay only when you get a job, of which you will share 15% of your gross income
with us for 24 months. We support you throughout this period through mentorship, workshops
and online communities.
We take care of everything that comes before that – from your admission to your final
placement. Our approach is based on the principle that education should be affordable to
everyone, especially those who are motivated enough to learn new skills but can’t afford it.

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ISA-based programs provide you with the ability to learn the new technologies and frameworks
that will help you prepare for a new job.
What really sings for me about ikigai is that it’s interchangeable. It’s unique to every individual
and acknowledges that the idea of “happiness” is actually quite elusive. Ikigai, as a concept, is
able to develop as you do. If one path of purpose ceases to exist, you can adapt, change and
pursue new passions with purpose. Ikigai creates platforms for that.
There are many different facets to ikigai, but there is one fundamental part to it that really
works: Even if your present doesn’t feel right, if you don’t feel truly valuable in your current
state but you have a strong goal you’re striving towards, then you have found your Ikigai.
According to the residents of the Japanese island of Okinawa – the world’s longest-living
people – finding Ikigai is the key to a longer and more fulfilled life. Ikigai shows us how to
leave urgency behind, find purpose, nurture friendships and throw ourselves into your passions.
2.4 Products or Services of the Organization

Transform Your Data Work into Data Working for You Streamline data processing get dynamic
insights and build complex forecasting models with no coding or data science professional.
Lab ISA (Income Share Agreement) empowers you to invest in your future over the next 8
months. You pay only when you get a job, of which you will share 15% of your gross income
with us for 24 months. We support you throughout this period through mentorship, workshops
and online communities. We take care of everything that comes before that – from your
admission to your final placement.
Our approach is based on the principle that education should be affordable to everyone,
especially those who are motivated enough to learn new skills but can’t afford it. ISA-based
programs provide you with the ability to learn the new technologies and frameworks that will

2
help you prepare for a new job. Prepare your data in minutes, not hours Automate manual data
preparation, such as merging, stitching, advanced matching, de-duping and more with
Ikegami’s proprietary Dispatch.
Data Science Bootcamp
The Ikigai Lab design the program for students in their 3rd and 4th year of graduation and
looking to build their career in Data Science. This program equips you with the rights set of
skills and knowledge required to get your career started in this emerging field.
We have collaborated with industry professionals who are into this domain for more than 10
years now. The program will focus on application-based learning so that you are able to co-
relate the concepts with their industry usage.

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Data Analytics Bootcamp
The data analytics course provides fundamental concepts of data analytics through real world
case studies and examples and gives insights into how to apply data and analytics principles in
your business. You’ll learn about project lifecycles, the difference between data analytics, data
science, and machine learning; building an analytics framework, and using analytics tools to
draw business insights.
Full Stack Web Development Bootcamp
The Ikigai Lab design the program for students in their 3rd and 4th year of graduation and
looking to build their career in Web Development. Full Stack Web Developer is a software
expert who’s equally proficient in frontend (client-side) development and backend (server-side)
development.
Full Stack Developers are familiar with each layer of tech stacks that go into the making of a
software product.
Competitive Coding Bootcamp
Today in an era where the doors of all leading MNCs and companies are open to all . Companies
will not visit campuses for placements. So now the doors to get selected in your dream company
is open irrespective of your college / university /city.
Business Intelligence
Business intelligence (BI) refers to the procedural and technical infrastructure that collects,
stores, & analyses the data produced by a company's activities. BI is a broad term that
encompasses data mining, process analysis, performance benchmarking, and descriptive
analytics.

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The need for BI was derived from the concept that managers with inaccurate or incomplete
information will tend, on average, to make worse decisions than if they had better information.
Creators of financial models recognize this as “garbage in, garbage out.”
BI attempts to solve this problem by analysing current data that is ideally presented on a
dashboard of quick metrics designed to support better decisions. These requirements mean
finding more ways to capture information that is not already being recorded, checking the
information for errors, and structuring the information in a way that makes broad analysis
possible.
In practice, however, companies have data that is unstructured or in diverse formats that do not
make for easy collection and analysis. Software firms thus provide business intelligence
solutions to optimize the information gleaned from data. These are enterprise-level software
applications designed to unify a company’s data and analytics. Although software solutions
continue to evolve and are becoming increasingly sophisticated, data scientists still need to
manage the trade-offs between speed and the depth of reporting.
Some of the insights emerging from big data have companies scrambling to capture everything,
but data analysts can usually filter out sources to find a selection of data points that can
represent the health of a process or business area.
Artificial Intelligence
Artificial intelligence is the simulation of human intelligence processes by machines, especially
computer systems. Specific applications of AI include expert systems, natural language
processing, speech recognition and machine vision. As the hype around AI has accelerated,
vendors have been scrambling to promote how their products and services use AI. Often what
they refer to as AI is simply one component of AI, such as machine learning. AI requires a
foundation of specialized hardware and software for writing and training machine learning

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algorithms. No one programming language is synonymous with AI, but a few, including
Python, R and Java, are popular.
In general, AI systems work by ingesting large amounts of labelled training data, analysing the
data for correlations and patterns, and using these patterns to make predictions about future
states. In this way, a chatbot that is fed examples of text chats can learn to produce lifelike
exchanges with people, or an image recognition tool can learn to identify and describe objects
in images by reviewing millions of examples.
AI programming focuses on three cognitive skills: learning, reasoning and self-correction.
AI is important because it can give enterprises insights into their operations that they may not
have been aware of previously and because, in some cases, AI can perform tasks better than
humans. Particularly when it comes to repetitive, detail-oriented tasks like analysing large
numbers of legal documents to ensure relevant fields are filled in properly, AI tools often
complete jobs quickly and with relatively few errors.
This has helped fuel an explosion in efficiency and opened the door to entirely new business
opportunities for some larger enterprises.
Prior to the current wave of AI, it would have been hard to imagine using computer software
to connect riders to taxis, but today Uber has become one of the largest companies in the world
by doing just that. It utilizes sophisticated machine learning algorithms to predict when people
are likely to need rides in certain areas, which helps proactively get drivers on the road before
they are needed.

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As another example, Google has become one of the largest players for a range of online services
by using machine learning to understand how people use their services and then improving
them. In 2017, the company's CEO, Sundar Pichai, pronounced that Google would operate as
an "AI first" company.
Application Programming Interface
An application programming interface, or API, enables companies to open up their
applications’ data and functionality to external third-party developers, business partners, and
internal departments within their companies. This allows services and products to communicate
with each other and leverage each other’s data and functionality through a documented
interface. Developers don't need to know how an API is implemented; they simply use the
interface to communicate with other products and services. API use has surged over the past
decade, to the degree that many of the most popular web applications today would not be
possible without APIs.
APIs offer security by design because their position as middleman facilitates the abstraction of
functionality between two systems—the API endpoint decouples the consuming application
from the infrastructure providing the service.
API calls usually include authorization credentials to reduce the risk of attacks on the server,
and an API gateway can limit access to minimize security threats. Also, during the exchange,
HTTP headers, cookies, or query string parameters provide additional security layers to the
data.

2
For example, consider an API offered by a payment processing service. Customers can enter
their card details on the frontend of an application for an ecommerce store. The payment
processor doesn’t require access to the user’s bank account; the API creates a unique token for
this transaction and includes it in the API call to the server. This ensures a higher level of
security against potential hacking threats.
2.5 Growth of the Organization (Challenges faced in past)
Imagine a world where human evolution and technological advancement went hand in hand, with
us leading & machines learning. ikigai AI brings Data Science expertise and enables the digital
transformation of a client into a data-driven organization. Born in India , ikigai AI was founded
in 2017. In almost five years of its operations, ikigai AI has enabled data-driven transformation
for businesses in the field of manufacturing, oil & gas, metals & mining, energy & utilities,
FMCG etc. In a nutshell, ikigai AI develops Artificial Intelligence (AI) / Machine Learning (ML)
products for optimizing last-mile operations in large industries. We offer customized solutions
for applications in process-oriented industries. Our products are based on a holistic understanding
of industrial processes, gained from extensive research, and collaboration with industry
professionals and subject matter experts.
Modern industrialized society oppresses human autonomy and shapes dominant future images.
Rapid enhancement of technologies adds much more complexity to our society, and it can be
dystopian futures. These futures are often shaped by actors with power, such as experts, tech
industries, institutions, or designers.

On the other hand, recent design agendas including Transition Design and Collective Dreaming,
claim a strong demand for empowering wider people to shape desirable futures. Therefore, the
thesis presents the method of Co-Speculation as a participatory and experiential speculative
method to enable non-expert citizens themselves to imagine possible futures.
The thesis is grounded on mainly two fields; speculative design and participatory design. It
investigates how the Co-Speculation method can work for everyday citizens to collectively
envision possible futures.
In more detail, the research aims to investigate three sub-questions: 1) To explore why speculative
design needs to be more participatory, 2) To explore what enables or challenges citizens to
speculate futures, and 3) To explore what possible effects the method can create.
With this aim, the thesis conducted an empirical case study in the City of Takarazuka, in Japan.
In collaboration with the local civic-tech organization, Community Link, the case study explored
futures of ikigai, a psychological state of feeling worthy for a living, in the context of an aging
society. The project engaged active citizens as co-futurists. Materials for analysis were collected
from evaluative interviews with participants, audio records of the workshop, and the researcher’s
reflection notes.
The research found that the Co-Speculation performs as a potential method for enabling citizens
to envision alternative futures. It supports non-experts’ imagination in several ways; diverse
views of participants, making as an embodied act, and the empathic scaffolding tools. Some
challenges were also identified, such as the difficulty in the suspension of disbelief, dominant
pre- assumptions, and a lack of controversial views. Suggestions for further improvements and
possible areas of the method application are also presented.

This study contributes to the academic discussion on speculative design and participatory design
by providing findings and the empirical case of the method application. The conclusion indicates
that the method can catalyse imagination and citizens can be involved in the visioning process as
active co-futurists.
2.6 Organization’s SWOT analysis

A SWOT analysis is a tool for documenting internal strengths (S) and weaknesses (W) in your
business, as well as external opportunities (O) and threats (T). You can use this information in
your business planning to help achieve your goals. To work out if something is an internal or
external factor, ask yourself if it would exist even if your business didn't. If it would, then it's an
external factor (e.g. new technology).

Strength of organization:
The Ikigai Lab is a data school of Indo-Canadian AI company Algo8.ai. Ikigai Lab is enabling
the individuals and organizations to learn and develop themselves in new technologies to fulfil
their potential. This is done with the help of bringing real industry case studies to learn and
practice for the students and creating the context of AI among the industry leaders and managers.
Ikigai lab is committed to helping students who are passionate about technology, design thinking,
and data science to learn these skills through our learning and development programs. They are
also running an Artificial Intelligence Academy with IIT Kanpur i.e., EICT Academy, IIT
Kanpur. We are having artificial research labs at institutions like IIT Kanpur, IIT Patna, IIT
Jammu, IIT Jodhpur, etc. We are running a B.Tech AI Program with Shoolini University, GLA
University, PSIT, etc.

Weakness of organization:
Ethics and morality are important human features that can be difficult to incorporate into an AI.
The rapid progress of AI has raised a number of concerns that one day, AI will grow
uncontrollably, and eventually wipe out humanity. This moment is referred to as the AI
singularity.
Since early childhood, we have been taught that neither computers nor other machines have
feelings. Humans function as a team, and team management is essential for achieving goals.
However, there is no denying that robots are superior to humans when functioning effectively,
but it is also true that human connections, which form the basis of teams, cannot be replaced by
computers.
AI applications automate the majority of tedious and repetitive tasks. Since we do not have to
memorize things or solve puzzles to get the job done, we tend to use our brains less and less. This
addiction to AI can cause problems to future generations.
Opportunities of organization:
Ikigai is an operational BI platform that navigates towards business objectives through
augmented actions. As the only commercially available product built upon the cutting-edge MIT
research on AI and machine learning, Ikigai is uniquely positioned to help operational teams
improve the speed and accuracy of their decisions under uncertainty and constant change,
ultimately increasing the ROI for their business.

24
Ikigai seamlessly integrates with your existing tech stack and stitches together any data sources
to streamline end-to-end data-driven processes, combining data analytics, visualizations, and
automation with its unique technology, such as data reconciliation (DeepMatchTM) or
multivariant time series forecasting, and making them accessible for any data professional.
Threats of organization:
Ikigai is not a static concept. As we mature, and the world and our circumstances change, so can
our ikigai change direction or evolve. Maybe you won’t discover your ikigai until later in life,
when you learn something new that inspires you, or your flame might be sparked by injustice or
a world issue. Alternatively, you might discover a new passion. The 4 key elements listed above
can also be labelled as: passion, expertise, demand and value.

❖ CHAPTER 3: STUDY OF THE SELECTED RESERCH
PROBLEM
3.1 Statement of Research Problem
The pandemic exposed the fragility and shortcomings of our supply chains. Additional
unforeseen factors only helped to push the entire system to the breaking point and create one
big logistical nightmare.
These are the main issues (in no specific order) that helped create “the perfect storm” of current
problems for supply chains:
❖ Shipping delays
The shipping industry has been hit especially hard by labour shortages, which contributed to
the unprecedented congestion occurring at shipping ports and train yards around the world. So
did other factors like economies around the world reopening and the demand for goods
increasing.
Shipping companies simply haven’t been able to keep up with that demand, which is a problem
considering 85-90% of the world’s goods are transported by sea. The New York Times reports
that Georgia’s Port of Savannah, for example, recently had 40,000 more shipping containers
on-site than usual (which is twice as much as normal).
❖ Shipping container shortages and higher shipping costs
Shipping containers have become scarce as manufacturers are producing more goods than they
normally would to fill backorders. Naturally, that has driven up the cost to buy, rent, and lease
the containers.

❖ Skilled Labour shortages and efficiency slowdowns
Things aren’t getting manufactured or sold to consumers as quickly as they normally would
because workplaces have dealt with lockdowns, COVID-19 outbreaks, quarantines, and
burnout by workers. Even when workers can perform their jobs, extra workplace safety
measures are also slowing down efficiency.
❖ The just-in-time manufacturing philosophy
“Just-in-time” manufacturing is a process used by most businesses, including the biggest
companies in the world like Apple, Amazon, Walmart, and McDonald’s.
It relies on companies forecasting demand for their products so they can make “just enough”
of them and not have to carry a lot of extra inventory. That philosophy made it harder for supply
chains to adapt when the world’s economies contrasted quickly during the early part of the
pandemic and then expanded rapidly again in 2021.
❖ Unpredictable consumer spending
When the pandemic began, panic buying quickly eliminated all of the inventories of retailers
and their suppliers for many products. Online shopping purchases skyrocketed when
lockdowns were put in place.
❖ Shortages and rising costs of raw materials
Manufacturers have been hampered by ongoing shortages of raw materials like metal, glass,
polymers (which are used to make plastic), lumber and cardboard, wheat, and coffee, just to
name a few things.

China, the world’s manufacturing hub, is experiencing a coal shortage right now. Because coal
is China’s main source of electricity, some manufacturing facilities are unable to operate around
the clock as they typically would.
❖ Non-pandemic factors
Geopolitical turbulence like the U.S.-China trade war and Brexit have contributed to our supply
chain problems. So have severe weather events like last winter’s storm in Texas that affected
production for the fuel and chemical industries (among many others).
3.2 Review of Literature

John (2006), in his book Paper Supply Chain Management: Theory, Practice, and Future
Challenges, broke down current changes in the act of supply chain management. Through this
investigation, he distinguished the principle impediments, openings, and patterns in the
current improvement of SCM hypothesis and practice. The examination found that supply
chain management is as yet developing both in principle and practically speaking.
Lee Sparks (2006) briefed the development of retail supply chain management in his article.
He talked about various changes occurring in the cutting-edge retail supply chain that is in
direct reaction to changing customer requests. He additionally clarified how these
progressions have various ramifications for retail supply chain management.
Miranda MJ et al. (2006) in their research work emphasizes the impact of scarcity on
purchasing behaviour. He studied the impact of inventory shortages on customers' buying
behaviour and found that age, family size, and customer type determine whether a customer
chooses a variation of the same brand, prefers a different brand, or is obsessed enough to pick
one. of the same brand at a different point of sale.

%
-*
A total of 14 articles can be assigned to the field of marketing. Three articles independently
refer to sales: Lee et al. (2012) propose a system based on an artificial neural network (ANN)
to forecast sales in the convenience store industry, Ketter et al. (2012) propose a real-time
model for sales management using agent-based systems (ABSs), and O’Donnell et al. (2009)
use a genetic algorithm (GA) to present an online system that helps sales promotion.
Two articles address pricing: Shakya et al. (2010) use various AI techniques to propose a
pricing system for diverse products and services, and Peterson and Flanagan (2009) use an
ANN to suggest a pricing model with lower errors and greater precision.
Two articles focus on segmentation: Casabayó et al. (2015) combine cluster analyses and fuzzy
models to propose an approach for market segmentation, and Sarvari et al. (2016) use an ANN
and k-means clustering for customer segmentation. Bae and Kim, 2010, Martínez-López and
Casillas, 2009 focus on consumer behaviour; the former use association rule and tree-based
models to suggest an integrative consumer behaviour prediction model, whereas the latter use
a genetic fuzzy system to propose a methodology for knowledge discovery in databases that
supports consumers’ decision behaviours.
Stalidis et al. (2015) also use an ANN when proposing a marketing decision support
framework. Rekha et al. (2016) explore the use of support vector data description to facilitate
the selection of contacts. Martínez-López and Casillas. (2013) carry out a historical literature
review of AI-based systems applied to marketing. Kwong et al. (2016) propose a methodology
of integrating affective design, engineering and marketing to define the design specifications
of new products using a GA and fuzzy models. And, finally Taratukhin and Yadgarova (2018)

suggest an approach for product life-cycle management (PLM) with multi-agent systems
(MASs).
Seven articles belong to the logistics field. Two refer to container terminal operations and
management: Salido et al. (2012) employ heuristics through a decision support system (DSS)
to calculate the number of reshuffles needed to assign containers to the appropriate places,
whereas Cardoso et al. (2013) use automated planning to propose a system for container-
loading problems. Wang et al. (2012) propose an intelligent system for industrial robotics in
the logistics field. Knoll et al. (2016) adopt a predictive inbound logistics planning approach,
whereas Klumpp (2018) develops a multi- dimensional conceptual framework to distinguish
between better- and worse-performing human–artificial collaboration systems in logistics.
Eslikizi et al. (2015) address inter-organizational lot-sizing problems by implementing a set of
self- interested and autonomous agents. Finally, Lee et al. (2011) examine how AI techniques
and radio-frequency identification (RFID) can enhance the responsiveness of the logistics
workflow.
A total of 23 articles pertain to production. Kucukkoc and Zhang (2015) offer a GA-based
model for parallel two-sided assembly line balancing problems, whereas Sanders and Gegov
(2013) review some of the applications and examples of AI tools for assembly automation.
Olsson and Funk (2009) present a CBR-based system for production monitoring. Three articles
concentrate on production forecasting and all of them employ ANNs. For example, Li et al.
(2013) evaluate the applicability of neural decision tree (NDT) for modelling petroleum
production data in addition to comparison of the NDT and ANN approaches for prediction of
petroleum production. Gligor et al. (2018) propose an ANN-based solution for forecasting the
electricity production of a photovoltaic power plant, and Sheremetov et al. (2013) focus on

different models, such as a feedforward neural network model and a Gamma classifier for
forecasting in the time series context of petroleum engineering. In production systems, Küfner,
Uhlemann, and Ziegler (2018) utilize decentralized data analysis for decentralised data
reduction and information extraction; their model can also detect production faults and reduces
machine maintenance costs. Ennen et al. (2016) implement a self-learning production ramp-up
system. In production planning and scheduling, Sousa and Tavares (2013) present a study of
different planning approaches, while Ławrynowicz(2008) proposes an AI-based methodology.
Quiñónez-Gámez and Camacho-Velázquez (2011) offer an AI-based classification
methodology for validation of production based on ANN, GA and data mining. Bravo et al.
(2011).implement a distributed AI architecture to approach the problems of integrated
production management. Mayr et al. (2018) identify and introduce exemplary application
scenarios for knowledge-based systems. Martinez-Barbera and Herrero-Perez, 2010, Heger et
al., 2016 address manufacturing systems using fuzzy logic (FL) and Gaussian models. Kasie,
Bright, & Walker (2017) approach manufacturing decision support using case-based reasoning
(CBR) and rule- based reasoning (RBR). Camarillo et al. (2018) address manufacturing
problem-solving using CBR and a production- oriented approach In quality control and
improvement, Taylan and Darrab (2012) demonstrate the use of AI techniques to propose an
approach for the design of fuzzy control charts. In quality monitoring, Brandenburger et al.
(2016) suggest a system for quality monitoring and data representation.
The rest of the articles target various subfields of production: Tsafarakis et al. (2013) propose
a hybrid particle swarm optimization approach for product line optimization; Ma et al. (2018)
propose an AI-based workflow framework for steam-assisted gravity drainage (SAGD)
reservoirs; Trentesaux and Thomas (2012) present the concept of product-driven control; and
Munguia et al. (2011) propose a tool for the assessment and selection of rapid
prototyping/manufacturing systems for low-volume production using ANN and FL.

3.3 The statement of research Objective
❖ To understand the important role of supply chain management retail companies.
❖ To know the importance of supply chain management to customers and suppliers.
❖ To understand which function is affecting the efficiency of supply chain management.
3.4 Research Methodology

Research methodology is a way to systematically solve the research problem. It may be
Understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem along
with the logic behind them. It is necessary for the researcher to know not only the research
methods/techniques but also the methodology. Researchers not only need to know how to
develop certain indices or tests, how to calculate the mean, the mode, the median or the standard
deviation or chi-square, how to apply particular research techniques, but they also need to know
which of these methods or techniques, are relevant and which are not, and what would they
mean and indicate and why. Researchers also need to understand the assumptions underlying
various techniques and they need to know the criteria by which they can decide that certain
techniques and procedures will be applicable to certain problems and others will not. All this
means that it is necessary for the researcher to design his methodology for his problem as the
same may differ from problem to problem. For example, an architect, who designs a building,
has to consciously evaluate the basis of his decisions, i.e., he has to evaluate why and on what
basis he selects particular size, number and location of doors, windows and ventilators, uses
particular materials and not others and the like. Similarly, in research the scientist has to expose
the research decisions to evaluation before they are implemented. He has to specify very clearly
and precisely what decisions he selects and why he selects them so that they can be evaluated
by others also.

Research is an art of scientific investigation. As per the advanced learner’s dictionary of current
English, “Research is a careful investigation or equity especially through search for new facts
in any brand of knowledge”, thus research is the pursuit of truth with the help of study,
observation, comparison, and experiments.
Research design:
The research design indicates a plan of action to be carried out in connection with a proposed
research work. It provides only a guideline for the research to enable him to keep that he is
moving in the right direction in order to enable his goals. In this research the research design
was be the exploratory research design.
• Neutrality: When you set up your study, you may have to make assumptions about the
data you expect to collect. The results projected in the research should be free from bias
and neutral. Understand opinions about the final evaluated scores and conclusions from
multiple individuals and consider those who agree with the derived results.
• Reliability: With regularly conducted research, the researcher involved expects similar
results every time. Your design should indicate how to form research questions to ensure
the standard of results. You’ll only be able to reach the expected results if your design
is reliable.
• Validity: There are multiple measuring tools available. However, the only correct
measuring tools are those which help a researcher in gauging results according to the
objective of the research. The questionnaire developed from this design will then be
valid.
• Generalization: The outcome of your design should apply to a population and not just
a restricted sample. A generalized design implies that your survey can be conducted on
any part of a population with similar accuracy.

Type of research design
Descriptive research: -
❖ Descriptive research design includes surveys and fact-finding inquiries of different
kinds. The major purpose of descriptive research is a description of the state of affairs
as it exists at present. In social science and business research, we quite often use the
term Ex post facto research for descriptive research studies. The main characteristic of
this method is that the researcher has no control over the variables; he can only report
what has happened or what is happening.
❖ Projects are used for descriptive studies in which the researcher seeks to measure such
items as, for example, frequency of shopping, preferences of people, or similar data. Ex
post facto studies also include attempts by researchers to discover causes even when
they cannot control the variables. The methods of research utilized in descriptive
research are survey methods of all kinds, including comparative and correlational
methods. In analytical research, on the other hand, the researcher has to use facts or
information already available and analyze these to make a critical evaluation of the
material.
Exploratory Research Design
• Exploratory research is defined as research used to investigate a problem which is not
clearly defined. It is conducted to have a better understanding of the existing problem, but
will not provide conclusive results. For such research, a researcher starts with a general
idea and uses this research as a medium to identify issues, that can be the focus for future

34
research. An important aspect here is that the researcher should be willing to change his/her
direction subject to the revelation of new data or insight. Such research is usually carried
out when the problem is at a preliminary stage. It is often referred to as grounded theory
approach or interpretive research as it used to answer questions like what, why and how.
Measurement/ Scaling technique
In our daily life we are said to measure when we use some yardstick to determine weight,
height, or some other feature of a physical object. We also measure when we judge how well
we like a song, a painting or the personalities of our friends. We, thus, measure physical objects
as well as abstract concepts. Measurement is a relatively complex and demanding task,
especially so when it concerns qualitative or abstract phenomena. “Measurement means
assigning numbers or other symbols to characteristics of objects according to certain
prespecified rules.” We not only measure the object but some characteristic of it. Thus, we do
not measure consumers, only their perceptions, attitudes, preferences or other relevant
characteristics. In marketing research, numbers are usually assigned for one of two reasons.
First, numbers permit statistical analysis of the resulting data. Second, numbers facilitate
universal communication of measurement rules and results.
Need for Measurement

There are three main reasons for the preoccupation with measurement in research.
1) Measurement allows us to describe fine differences between people in terms of the
characteristic in question. This is very useful, since, although we can often distinguish
between people in terms of extreme categories, finer (better) distinctions are much more
difficult to recognize. We can detect clear variations in levels of job satisfaction—people

who love their jobs and people who hate their jobs—but small differences are much
more difficult to detect.
2) Measurement provides the basis for more precise estimates of the degree of relationship
between 46 concepts (for example, through correlation analysis). Thus, if we measure
both job satisfaction and the things with which it might be related, such as stress-related
illness, we will be able to produce more precise estimates of how closely they are related
than if we had not proceeded in this way.
3) Measurement gives us a consistent device or yardstick for making such distinctions. A
measurement device provides a consistent instrument for gauging (evaluating)
differences. This consistency relates to two things: our ability to be consistent over time
and our ability to be consistent with other researchers. In other words, a measure should
be something that is influenced neither by the timing of its administration nor by the
person who administers it. Whether a measure actually possesses this quality has to do
with the issue of reliability.

Data Collection:
The sampling technique is non-probability sampling (simple convenience sampling purposive
sampling& Snowball sampling). Data on the various aspects directly and indirectly related to
the investigation were gathered through questionnaires to the respondents. The questions are
necessary to ensure the reliability of the information. The questions were simple to understand
so that information can be collected from various respondents easily. It should be seen that
parties are not biased or prejudiced and are mentally sound.
1) Non-Random Purposive Sampling: Non-Random samples are called judgment
samples. As the term implies, judgment, rather than chance alone, determine which
population elements are selected for a sample. The degree of judgment applied in
selecting elements for a judgment sample varies greatly.
2) Snowball Sampling: In Sociology and statistics research, snowball sampling (or chain
sampling, chain- referral sampling) is a nonprobability sampling technique where
existing study subjects recruit future subjects from among their acquaintances. Thus,
the sample group is said to grow like a rolling snowball.
Sample Size: The targeted people are both men and women at the age of (18 to 60).
Sampling Area: Kanpur
Data Analysis techniques: Descriptive Statistics (Mean, Mode, Median)
➢ Likert Scale
With the Likert scale, the respondents indicate their attitudes by checking how strongly they
agree or disagree with carefully worded statements that range from very positive to very
negative towards the attitudinal object. Respondents generally choose from five alternatives
(say strongly agree, agree, neither agree nor disagree, disagree, strongly disagree). Developed

by Mr. Rensis Likert A Likert scale may include some items or statements. The disadvantage
of the Likert Scale is that it takes a longer time to above disadvantages, this scale has several
advantages. It is easy to construct, administer, and use.
Scaling Techniques: 5 points Likert Scale.
Pointing on the Likert Scale:
➢ Strongly agree
➢ Agree
➢ Neutral
➢ Disagree
➢ Strongly disagree
❖ Primary data
• Collection of Data:
The study is based on both primary and secondary data. The primary data were collected from
the online customers using a structured questionnaire. The secondary data were from various
books, journals and websites.
• Construction of Questionnaire:
To assess the satisfaction of the customers using online shopping Likert’s four point scale is
used with scales ranging as “Highly Satisfied, Satisfied, Dissatisfied and Highly Dissatisfied”.
In order to collect the data regarding products’ features and website features the researcher has
used a four point Likert Scale with scales – “Strongly Agree, Agree, Disagree and Strongly
Disagree”.

• Sample size:
Convenient Sampling method was used in the study for selecting the samples and the sample
size for the study was 105.
This study adopted a convenience sampling. Statistical tool is used for analysis and
interpretation of data. Collection of data through a sample size of the research study is 105
investors and used both primary data and secondary data. The sample area for the research was
respondents of Kanpur. The targeted people are both men and women at the age of (18 to 60).

CHAPTER 4: DATA ANALYSIS
4.1 Graphical presentation/Visualization
Analysis of data
The data were collected by using questionnaire and analysed in the form of percentage and the
graphical form. There were 100 responses. On the basis of the collected data analysis was made.
Descriptive statistics
When the information was sorted out in Microsoft Excel, distinct insights were led on the
fundamental segment like age, gender, and important factors related to the topic.
DATA ANALYSIS AND INTERPRETATION
Age (in years)

Options Responses Percentage
Below 25 37 35.2
25-35 36 34.3
45-55 18 17.1
Above 55 14 13.3
Total 105 100

40
Interpretation
From the above graph we can see that the maximum age range for participants was below 25
years of age, followed by age group between 25-35 years, 45-55 years and lastly above 55
years of age.
Gender
Options Responses Percentage
Male 40 38.1
Female 65 61.9
Total 105 100
Interpretation
From the graph above, the participation female range was slightly higher than the male
participants. Therefore, no discrimination was made.

Interpretation
From the above, in terms of most essential part of the retailing strategy, customer orientation
got the highest response, followed by coordinated effort, value driven approach, goal
orientation.

Interpretation
From the graph above, in terms of the most important role of supply chain management in
retail industry, fastest movement of suppliers got the highest response, followed by evaluating
customer demand patterns, optimizing ordering process, optimizing storage space, and lastly
use of multiple suppliers.

43
Interpretation
From the graph above, participants were asked to rate the importance level of supply chain
management concept to customers and suppliers in achieving a company’s objectives and
goals on a Likert Scale of very important to not important, the results of which shows that
majority of them considered the SCM level as somewhat important followed by people who
considered it as very important, moderate and very few ones did not consider this important
at all.

Interpretation
From the above graph, in terms of the most considered factor while developing a supply
chain collaboration improved quality assurance got the highest response, followed by
increased market competitiveness, improved customer service, reduced bureaucracy/
paperwork, benefits to the supplier, and lastly, increased profitability.

Interpretation
From the above graph, in terms of the most important factor in building a successful supply
chain relationship with a supplier, level of complaints/ returns got the highest response,
followed by flexibility, reliable delivery date, trust and accurate order fulfilment.

Interpretation
From the above graph, in terms of the functions that affects the efficiency of the supply chain
management, lead time got the highest response, followed by production planning, inventory,
purchasing and transportation.

Interpretation
The above column graph highlights the factors that influence the development of a successful
supply chain relationship between the organization and its customers, so all respondents were
asked to rate the stated measures on a Likert scale of Strongly Agree to Strongly Disagree, out
of which majority of the respondents had somewhat agreed to the factors like top
management support, closer links between demand/ supply, reliability of supply, followed
by strongly agreeing to the remaining manpower development and mutual interest factor. On
average, people were influenced with the development of a successful supply chain relationship
factor between an organization and its customer.

In 2018, Amazon had more than 800 logistics sites counting around 20M m^2 worldwide, with
half of its sites based in the US:
• Fulfilment centres (round 300 worldwide)
• Delivery stations (round 300 worldwide)
• Prime Now Hubs (small warehouses close to cities, they allow Amazon to achieve
deliveries within 2 hours and represent the future for Amazon – round 80 worldwide)
• Sortation Centers (distribution centers that allow parcels or pallets to be sorted, they are
generally located next to fulfillment centers – around 80 worldwide)
• Pantry/Fresh Food DC’s (fresh produce distribution center – round 20 mainly in the
US).
• Whole Foods Retail (12 warehouses gained after Whole Food Group takeover)
• Airport Hub (in construction in Kentucky)
Amazon Warehouses

As a result, Amazon continues to invest in a logistics network that is ever faster, more efficient
and closer to the customer. The company also remains focused on the United States, as
evidenced by the fifty or so sites under construction in the United States.
Amazon Warehouses in France
In France, Amazon has 11 warehouses based mainly around Paris and one Prime Now Hub.
These warehouses have been opened as Amazon has grown since 2007, and there is a trend
towards specialization of these warehouses, with the Prime Now Hub set to multiply as it has
been in England.
It is very likely that in the near future,
each major French urban area will
have its own Prime Now Hub.

Inside the warehouses, Amazon has a fairly traditional organization, highly mechanized in
upstream and downstream flows but always very manual in picking and order preparation.
Amazon’s great strength is to use real-time information to optimize its storage. The algorithm
makes it possible to optimize picking, the space used by-products or the frequency of picking
to improve the work of warehouse employees.
5 classics storage areas exist:
1. Library Prime: Books & Magazines
2. Pallet Prime: complete cartons of high-demand products (20/80 logic – ABC
classification).
3. Case flow prime: cartons storage where picking is below 1 product (20/80 logic)
4. Voluminous / Heteroclite (ABC Classification)
5. Small products, low sales (80/20 – represent most of the inventory as explained with
the Long Tail Strategy).
Amazon Warehouses Automation
To improve its performance and costs, Amazon is investing heavily in the mechanization of its
warehouses. With conveyors or sorting platforms for example, or by buying a company such
as Kiva System, which creates robots (now Amazon Robotics). Amazon had 47,000 robots in
2017 compared to 15,000 in 2015.

For the moment these robots only bring the objects to the person responsible for picking, but
the objective is clearly to make everything fully automatic in order to limit the number of
employees
The graph below shows that Amazon’s preference has clearly shifted to robots with a target of
2 million robots in 2020.
Amazon FBA (Fulfilled By Amazon)

Amazon FBA (Shipped by Amazon in French), one of Amazon’s weapons, works very simply:
you send your products to Amazon, they store your products until they are purchased on the
platform, then Amazon takes care of shipping and delivering your products to the end customer.

This technique allows Amazon to increase its product offering while outsourcing the high
inventory cost. This allows Amazon to optimize its financial ratios in order to be able to invest
more and more in technology and services.
FBA now represents nearly 53% of Amazon’s sales, which allows the company to continuously
increase its size with new incoming products and its profitability with the outsourcing of
inventory costs.
1. You send you products to Amazon
2. Amazon stocks your products
3. Customers buy your items
4. Amazon prepares the order
5. Amazon send your sold goods to customers
Amazon Transport
In terms of transport, the majority of deliveries are now subcontracted by Amazon. But their
objective is to develop their own service to deliver 50% of orders in advance.
4 types of delivery exist at Amazon for the moment:

1) Drop Shipping (delivery by the supplier, however, this mode is not highlighted on the
Amazon site because the customer experience is not controlled, i.e. Amazon never sees
the products and can never control their delivery time).
2) “Slow Free Delivery” (3/5 days)
3) Prime: Delivery in less than 48h (for subscribers – 40€ in France)
4) Prime Now: Delivery in less than 2 hours (under certain conditions, notably
geographical). Prime Now also has only 30,000 references, mainly on so-called
“urgent” products (Beauty, Health, etc.). Once again, the strategy is to develop these
Prime Now Hub throughout metropolitan France.
The problem with these fast deliveries is the cost of transport. While the cost of storage has
remained stable for about ten years, the cost of transport has exploded.
Transport Costs
To face this and optimize costs, Amazon is implementing different strategies :
Amazon Prime Air
Amazon is building its own fleet of express aircraft to build its air delivery network. The fleet
currently consists of 40 aircraft (Boeings 767-300) but is currently expanding. In parallel,
Amazon acquired an air hub in Kentucky for $1.5 billion.

• 40 Boeing 767-300 fleet
• Goal: Develop its own air delivery network
• Air Hub in Kentucky acquired for $1,5 B
The last mile battle

The last mile before delivering the customer. This is a very expensive point in terms of logistics.
To solve this, Amazon has acquired 20,000 Mercedes vans that Amazon will resell as a credit
to small entrepreneurs who will handle deliveries for Amazon, under the name Amazon Flex
Kit.

Amazon Drones
A very good communication boost from Amazon because delivery by drone remains impossible
in urban areas for several obvious safety reasons. Based on the Amazon principle, it claims to
be able to deliver in less than 30 minutes within a 16km radius of the delivery center.
Nevertheless, Amazon is putting in place strong lobbying to achieve its goals.
Amazon Key
Amazon offers to change your lock so that the delivery person can drop off a package at home
even if you are not there. The delivery person would be filmed to ensure safety. This innovation
could enable Amazon to significantly reduce its “last mile” costs.

Amazon Flying Warehouse
It is a somewhat surrealist patent for the moment filed by Amazon of an airship that would act
as a floating warehouse from which drones would come to deliver you directly within a certain
radius around the airship. This clearly shows the Amazon Group’s extremely long-term vision
to always try to deliver its customers ever faster at the lowest cost.
From the above review it is clear that it is not possible for a company to establish a fixed model
of supply chain. Ecommerce companies that adopt differentiated supply chain strategies for
each product may possibly acquire advantages over those companies that do not operate in this
manner. Amazon.com has changed the face of retail through its use of bold supply chain
strategies and its deployment of innovative technologies. It is constantly trying to minimize
human intervention in its supply chain process. Adapting to changes like new business models,
changes in the customer base, new technologies and changes in the supply chain requires the
company to implement strategic moves, customer-centric supply chains, new technologies and
changes in the supply chain. Also, to enable this transformation, Amazon must first identify
their key customers, and then structure their organization so that the there is no conflict between
the supply chain team and other departments like sales and marketing. Pure internet retailers’

supply chains could arguably be considered more flexible than their clicks-and mortars
counterparts. Amazon is efficient and effective for consumers because they have the ability to
maximize options for customers and the capacity to accommodate customer segments
differently based on advances in technology :Amazon’s own logistics network is one of its
greatest achievements of which is it aiming at the reduction of dependence on third parties. As
Amazon is known for large investments into Research & Development, the company has
numerous possibilities to expand and to serve a larger number of markets and thereby become
more unique and relevant. As currently Amazon's supply chain is not especially sustainable nor
environmental‐friendly so it may focus on Green Retailing in the future. This may be achieved
by implementing recyclable packaging as well as energy saving standards in company owned
facilities.

• CHAPTER 5: FINDING AND INTERPRETATION
The supply chain management of Amazon reveal a complex landscape marked by various
challenges that the e-commerce giant must navigate to maintain its operational excellence.
The study sheds light on key aspects influencing Amazon's supply chain and provides
insights into potential areas for improvement.
Complexity in Supply Chain Network:
• Finding: The study identifies the complexity of Amazon's global supply chain network as
a significant barrier.
• Interpretation: The vast array of suppliers, manufacturers, distributors, and logistics
partners across the globe create challenges in coordination and synchronization. This
complexity can result in delays, inefficiencies, and a lack of visibility.
Dependency on External Partners:
• Finding: The study highlights Amazon's reliance on external partners and third-party
logistics providers.
• Interpretation: While outsourcing offers cost savings and expertise, it introduces
dependency on external entities. Disruptions in transportation, labor strikes, or financial
instability among logistics partners can impact the overall performance of the supply
chain, necessitating a need for diversified and resilient partnerships.

Rapid Growth and Expansion Challenges:
• Finding: Rapid growth and expansion emerge as key challenges in the study.
• Interpretation: The continuous introduction of new product categories and entry into
new geographic markets exert pressure on the existing supply chain infrastructure.
There is a need for scalable solutions, strategic investments, and an agile approach to
adapt to the evolving landscape.
Sustainability and Ethical Sourcing Pressures:
• Finding: The study highlights the increasing demand for sustainability and ethical
sourcing practices.
• Interpretation: Consumer expectations regarding environmental and social responsibility
pose challenges for Amazon. The study suggests that balancing the need for rapid, cost-
effective operations with sustainability requires a proactive approach, including the
adoption of eco-friendly technologies and ethical treatment of workers.
Technology as a Double-Edged Sword:
• Finding: Technology is identified as both an enabler and a potential barrier.
• Interpretation: While advanced technologies enhance visibility and efficiency, their
rapid evolution requires continuous adaptation. Balancing the integration of cutting-
edge technologies with the existing supply chain processes becomes crucial for
sustained success.

Operational Resilience:
• Finding: The study emphasizes the importance of operational resilience.
• Interpretation: To mitigate disruptions and enhance the robustness of the supply chain,
Amazon must invest in contingency planning, diversification of suppliers and logistics
partners, and the development of adaptive strategies to maintain operational continuity.
Strategic Sustainability Integration:
• Finding: The study suggests that sustainability should be strategically integrated into the
supply chain.
• Interpretation: Amazon needs to align its supply chain practices with evolving consumer
expectations regarding sustainability. This involves a commitment to eco-friendly
initiatives, ethical sourcing, and transparent communication to build trust with
environmentally conscious consumers.
➢ There are majority of people from manufacturing and supply chain industry who want
to adapt the Advance Artificial Intelligence in their operations.
➢ On the other hand, the working professionals do not want to take AI standards
seriously in terms of maintaining compatible hardware and efficient systems
➢ Most professionals want to be flexible in their product development in order to satisfy
their customers.
➢ Focusing over masses it is evident that the supply chain needs a process innovation in
terms of attaining efficiency.
➢ Most of the people concerns about their data privacy and do not will to share data.

❖ CHAPTER 6: LIMITATIONS OF THE STUDY
➢ Limited Access to Internal Information: One of the primary challenges is the limited
access to Amazon's internal information. Amazon, like many other large corporations, may
not disclose certain details about its supply chain operations due to competitive reasons.
This lack of transparency can constrain the depth of analysis and understanding.
➢ Dynamic and Rapidly Changing Environment: The e-commerce industry and Amazon's
business model are characterized by rapid changes and innovations. The literature available
at any given time may not fully capture the current state of Amazon's supply chain
challenges, as the company continually adapts to market trends and technological
advancements.
➢ Case Study Focus: Much of the existing literature might be based on specific case studies
or anecdotes, which may not provide a comprehensive view of the challenges across
different regions, product categories, or business units within Amazon. A broader analysis
might be constrained by the availability of diverse case studies.
➢ Generalizability to Other Companies: While studying Amazon's supply chain is
insightful, it may not be directly applicable to other companies, especially smaller
enterprises with different business models and supply chain structures. Generalizing
findings beyond Amazon might require caution.
➢ Time Sensitivity: The information available for the literature review might become
outdated relatively quickly. Amazon's supply chain practices evolve, and new challenges

emerge over time. Therefore, the literature review might not capture the most recent
developments or solutions implemented by Amazon.
➢ Dependency on Secondary Sources: Much of the available literature on Amazon's supply
chain may rely on secondary sources, such as news articles, industry reports, or academic
studies. These sources might not always provide a complete and unbiased picture, and there
may be limitations in the accuracy of the information.
➢ Overemphasis on Challenges: Existing literature might tend to focus more on challenges
rather than successes in Amazon's supply chain management. A more balanced view that
also considers best practices and innovative solutions could provide a more comprehensive
understanding of the company's supply chain dynamics.
➢ Changing Regulatory Landscape: The literature may not fully capture the evolving
regulatory landscape that influences Amazon's supply chain. Changes in international trade
agreements, customs regulations, or environmental policies can significantly impact the
company's operations but might not be thoroughly explored in existing literature.
Acknowledging these limitations will help in framing the findings of the literature review
appropriately and guide future research in overcoming these constraints for a more
comprehensive understanding of the barriers in the supply chain management of Amazon.

❖ CHAPTER 7: CONCLUSION
In conclusion, the barriers to supply chain management faced by Amazon underscore the
intricacies and challenges inherent in operating a global e-commerce giant. The multifaceted
nature of these barriers demands a nuanced and strategic approach to ensure the continued
efficiency and competitiveness of Amazon's supply chain.
The complexity of Amazon's supply chain network emerges as a central challenge, stemming
from the vast array of suppliers, manufacturers, distributors, and logistics partners spread
across the globe. Managing this intricate web requires a delicate balance of coordination and
synchronization, as each entity operates with its own set of processes and timelines.
Overcoming this complexity necessitates the implementation of advanced technologies,
robust communication systems, and a commitment to transparency to enhance visibility and
mitigate potential disruptions.
The reliance on external partners and third-party logistics providers amplifies the
vulnerability of Amazon's supply chain. External dependencies introduce a level of
unpredictability, making the supply chain susceptible to disruptions such as transportation
delays, labor strikes, or financial instability among logistics partners. To address this,
Amazon must invest in building resilient partnerships, diversifying its logistics network, and
implementing contingency plans to minimize the impact of external uncertainties.

The rapid growth and expansion of Amazon's operations present a dynamic challenge that
requires agile and scalable solutions. As the company ventures into new product categories
and geographic markets, there is a constant need to adapt and expand the supply chain
infrastructure. Striking a balance between rapid growth and operational efficiency involves
strategic investments in technology, workforce, and facilities. Failing to meet this demand
can result in bottlenecks, operational inefficiencies, and a compromised customer experience.
The increasing emphasis on sustainability and ethical sourcing practices adds a layer of
complexity to Amazon's supply chain management. Balancing the need for rapid, cost-
effective operations with the growing demand for sustainability requires a proactive approach
to environmental and social responsibility. Amazon must continuously evolve its supply chain
practices to align with changing consumer expectations, adopt eco-friendly technologies, and
ensure ethical treatment of workers throughout the supply chain.
In navigating these barriers, Amazon stands at the forefront of innovation and adaptation. The
company's success hinges on its ability to transform challenges into opportunities, leveraging
technology, data analytics, and strategic partnerships to enhance the resilience and
responsiveness of its supply chain.

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SUMMER TRAINING PROJECT REPORT

Submitted in partial fulfilment of Master of Business Administration

“A Study on Barriers in Supply Chain Management of

Faculty Guide Submitted by:

PRANVEER SINGH INSTITUTE OF TECHNOLOGY

Pranveer Singh Institute of Technology Summer Internship Project

Pranveer Singh Institute of Technology (i) Summer Internship Project

guidance in carrying out the project.

the goals of this study.

Pranveer Singh Institute of Technology Summer Internship Project

potential avenues for improvement.

to delivery. The company's commitment to customer satisfaction relies heavily on streamlined

logistics, inventory management, and distribution channels. Understanding and overcoming

Moreover, a description of strategies relating to the development of sustainability and financial

and disrupted quick delivery." (SCCG, 2020)

Pranveer Singh Institute of Technology Summer Internship Project

primarily focused on environmental and social benefits. To improve environment pillar,

shopping centers to solve the short-term solution.

Key Barriers Explored:

Global Network Complexity:

Pranveer Singh Institute of Technology (iv) Summer Internship Project

Despite Amazon's technological prowess, integrating emerging technologies like blockchain

and artificial intelligence into SCM poses hurdles.

visibility, automate processes, and optimize decision-making.

Supply Chain Disruptions:

disrupt the supply chain.

plans to mitigate the impact of unforeseen disruptions.

Labor and Workforce Management:

Amazon's expansive operations rely on a large and diverse workforce.

challenges associated with balancing growth objectives with sustainable practices.

Pranveer Singh Institute of Technology (v) Summer Internship Project

Enhanced Technology Adoption:

Continued investment in cutting-edge technologies to improve forecasting accuracy, reduce

lead times, and enhance overall supply chain visibility.

Agile Global Strategy:

and cultural nuances to ensure seamless operations worldwide.

Robust Risk Management:

Strengthening risk management protocols to proactively identify and address potential

disruptions, safeguarding the supply chain against unforeseen events.

Labor Welfare Initiatives:

Implementing comprehensive labor welfare programs to address concerns related to workplace

Intensifying efforts towards sustainability by optimizing packaging, reducing carbon footprint,

Pranveer Singh Institute of Technology (vi) Summer Internship Project

1.1 Introduction about the problem……………………………………………1

❖ CHAPTER 2: COMPANY PROFILE

2.1 History of the organization………………………………………………..8

3.1 Statement of the research problem……………………………………….26

Pranveer Singh Institute of Technology (vii) Summer Internship Project

❖ CHAPTER 4: DATA ANALYSIS

❖ CHAPTER 5: FINDINGS OR INTERPRETATION

❖ CHAPTER 6: LIMITATIONS OF STUDY

Pranveer Singh Institute of Technology (viii) Summer Internship Project

1.1 INTRODUCTION ABOUT THE PROBLEM

Supply chain management (SCM) is a critical component of modern business operations,

Amazon's supply chain is a sophisticated network encompassing procurement, manufacturing,

manufacturer, wholesaler, retailer, and finally to the end consumer.

Pranveer Singh Institute of Technology Summer Internship Project

products are produced or stocked.

demand forecasts and supply chain constraints.

3) Supplier Management: Identifying, evaluating, and managing relationships with

suppliers to ensure a reliable and cost-effective source of materials.

5) Production Planning: Scheduling and managing the production process to meet

demand while minimizing costs.