DAYANANDA SAGAR ACADEMY OF

TECHNOLOGY AND MANAGEMENT

AN ORGANIZATION STUDY ON FLIPKART PRIVATE

LIMITED

PRESENTED BY UNDER THE GUIDANCE OF

SUSHMITHA A MR VIJAIANAND A
1DT19MBA41 ASST. PROFESSOR
DSATM
 Content’s
Chapter No. Chapters Page No.
01 Industry profile 03
02 Organisation 04 - 05
Profile
03 Company Logo and 06
Tagline
04 Company Vision, 07
Mission and Objectives

05 McKinsey’s 7s 08 - 10
Framework
06 SWOT Analysis 11 - 12
07 Financial Analysis 13
08 Conclusion and 14
Suggestion
09 Bibliography 15
 Industry Profile

 Flipkart.com is the leading E Commerce company which

went live in 2007 with the objective of making books
easily available to anyone with had internet access.
 India’s largest online bookseller with over 11.5 million
titles in offer.
 Flipkart.com projects its sales to reach 10 billion by year
2014.
 Sells nearly 10 products per minute
 First company to introduce Cash On Delivery payment
system, a 30 day replacement policy, EMI options, free
shipping-and of course the greatest price
 Organization Profile

 Flipkart.com was founded in 2007 by Sachin Bansal and

Binny Bansal.
 They had been working for Amazon.com previously.
 The business was formally incorporated as a company in
October 2008 as Flipkart Online Services Pvt.Ltd.
 During its initial years, Flipkart focused only on books,
and soon as it expanded, it started offering other
products.
 The first product sold them by was the book Leaving
Microsoft To Change The World, bought by VVK
Chandra from Andhra Pradesh
 Organization Profile
Name of the Company Flipkart Private Limited
Registered Office Bengaluru, Karnataka, India
Founded 2007,13 years ago
Type of Business Private
Type of Site E Commerce
Area Served India
Walmart (81.3%)
Tiger Management (4.70%)
Owner
Microsoft(1.3%)
Acccel (1.1%)
Sachin Bansal
Founder
Binny Bansal
CEO Kalyan Krishnamurthy
Phone 1800 208 9898
E mail business@flipkart.com
Website Flipkart.com
 Flipkart Logo and Tagline
Parent Company Walmart
Category All Categories
Sector All Sector
Tagline Naye India Ke Sath
USP The company aims to provide its
customers with good value and
wants to be regarded as one of the
most friendly service providers in
the domain
 Company Vision, Mission and Objectives
Vision
“To become Amazon of India”.

Mission
Providing a delightful and memorable customer experience

Objectives
“Company hassle free shopping experience with best prices in India”.
 McKinsey’s 7s Framework

Strategy:
Behavioural and Psychographic are the segmentation strategies
used by Flipkart to segment the market to carter to the customers
changing needs and wants.
Flipkart uses undifferentiated targeting strategy, since people of all
demography purchase items online which is available to everyone
where the delivery is possible.
Structure:
There are top five shareholders of the Flipkart, the list is as
follows:
Tiger Global- Holds 29.5% stake, Accel Partners- Holds 11.5%
stake, Binny Bansal – Holds 8.7% stake, Sachin Bansal- Holds
8.7% stake, Intervision Service Holdings – Holds 18.4% stake,
Others – Holds 23.2% stake
 McKinsey’s 7s Framework

Shared values
Its called “Superordinate goals” when the model was first developed,
these are the core values of the company that are evidenced in the
corporate culture and the general work ethic.
Systems
Delivery and Logistics
STYLE
 Flipkart is in a very strong leadership position with over 60% market
share of the m-commerce market, 50 million customers and clear
leadership in smartphones and fashion
 To build world-class customer experience
 To spread benefits of e-commerce across the length and the breadth
of India
 McKinsey’s 7s Framework
STAFF:
 Flipkart have 30,000 employees .
 Flipkart have main strength in their staff. They have diverse staffs and
well skilled staffs .
 Staffs are very much oriented towards the company Vision and
Mission.
 Delivery Boy’s are very motivated and goal oriented .
SKILLS:
 The actual skills and competencies of the employees working for the
company .
 Flipkart have a skilled staff who have made the platform to handle
large customers.
 Using Data of the customer behavior to provide the fast and good
service to the customer.
Marketing and Promoting the products and services by the
understanding of the market trends.
 SWOT Analysis
1. Strengths
 Strong Brand Value
 Own Logistics Arm e kart
 Own online payment gateway solution Payzippy
 Own Marketplace model

2. Weaknesses
 Investors driven organisation Or lack of Independent board
 Secretive and Political Culture
 Excessive focus on expanding customer base rather than pulling
profits
 SWOT Analysis
3. Opportunities
 Online fashion and apparel business.
 Providing logistics services to its competitors
 Growth in online retail sector in India

4. Threats
 From competitors like Amazon, Snapdeal, Infibeam,
Indiaplaza, Homeshop18, etc
 Financial Analysis
Particulars 2016 2017 2018 2019 2020

Current Ratio 1.06 1.84 2.03 1.94 1.45

Quick Ratio 0.77 1.29 1.59 1.49 1.16

PBIT Ratio 95.26 104.38 120.5 71.48 81.27

1. The current ratio has come down which means that the company’s
liquidity position is coming down.
2. The company’s ability to convert quick assets to cash is less.
3. The graph has come down in the year 2019 but has increased in the
very next year which is a positive sign for the company.
4. The company has earned good profits.
5. The graph has come down between 2016-18 but since then the
curve has increased which indicates how efficiently the company
has been generating profits
 Conclusion
Flipkart.com uses various effective and efficient marketing
techniques. The use of these marketing techniques by Flipkart.com
has made the online shopping process very simple and has attracted
many new customers. The unique techniques used by Flipkat.com
such as payment by means of wallet system, EMI scheme and other
features such as wishlist, thirty days replacement guarantee etc., has
made the customers to visit and also purchase from Flipkart.com.
Thus, to sum up in a nutshell, Flipkart.com is known as the Indian
Amazon and the marketing techniques used by Flipkart.com leads to
enhancing the satisfaction level of the customers.
Suggestions:
 Social media marketing requires more diversity.
 Information displayed should be clear and just.
 Image-Centric content will Rule .
 Search engine should be located on the website .
 Bibliography
Books
 Information Note to the press (Press Release No.33/2013
 Kotler Philip, Keller and Kevin Lane, Marketing Management
(14 edition),(2000) PearsonEducation,Inc.
Websites
 http://businesstiday.intoday.in/story/flipkart-online-shopping-
e-commerce-books-online/1/2017.html
 https://en.wikipedia.org/wiki/Flipkartprivatelimited.
 https://www.moneycontrol.com/india/e-
commerce/flipkartpvt.ltd
 http://www.capitalmarket.com/Company-
Information/Corporate-
Actions/Announcements/FlipkartPrivateLimited