This article provides an analysis of Flipkart's business model, with a focus on financial management and marketing. It also explores how the various departments in the company interact and influence each other. Flipkart is a leading Indian e-commerce company known for its trustworthiness and consumer-friendly approach.
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Running head: UNDERSTANDING CONTEMPORARY ORGANISATIONS Understanding Contemporary Organisations Name of the Student: Name of the University: Author note:
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1UNDERSTANDING CONTEMPORARY ORGANISATIONS Table of Contents Introduction................................................................................................................................2 Discussion..................................................................................................................................2 Financial management analysis of Flipkart............................................................................2 Marketing analysis of Flipkart...............................................................................................3 How the departments in Flipkart reflects their integration....................................................4 Conclusion..................................................................................................................................5 References:.................................................................................................................................7
2UNDERSTANDING CONTEMPORARY ORGANISATIONS Introduction The marketing environment is rapidly changing in the contemporary world and so is the trend of it by the customers. The local environment has drastically changes in terms of social, infrastructural and economic terms, especially in India. This paper would elaborate on presenting a brief analysis of the business model of Flipkart, with a special emphasis on their financial management and marketing. It shall further analyse how the various departments in the company interacts and their influence on one another. It is to note that Flipkart is one of the leading Indian E-commerce company and it has successfully positioned itself as one of the highly trust worthy and consumer friendly brands. Discussion Financial management analysis of Flipkart The month of October of the year 2016 was a make or a break month for Flipkart. It was facing high competition from Amazon and had conceded its market share on the basis of month-on-month. As India had banned the FDI (Foreign Direct Investment) in the online retail, the company has devised very complex maze of several inter-linked and independent entities which receive huge amounts of money that it raise for building integrated e- commerce business. ItisalsotomentionthatFlipkartsourcesitsgoodsandproductsfromthe manufacturers and sells them to the third part sellers who then offer those goods to the shoppers.Thecompanyprovideslogisticservicesandtechnologyplatformandtakes commission on each and every sale made for its site (Datar 2018). This is how Flipkart operates. At present, about 6 rounds of investments from above 15 investors and different acquisitions, the corporate structure of the company would make proud the older Indan conglomerates. Most of the entities of this company finally result to the final holding entity,
3UNDERSTANDING CONTEMPORARY ORGANISATIONS the Flipkart Private Limited (FPL) that was set up in the year 2011 in Singapore (Prasad and Rao 2015). Flipkart has become very important to the Tiger Global Management as well. However, for boosting up the leadership position of itself, Flipkart have infused about 338 crore dollars into Myntra, an online fashion store in the year 2014. With the same, the company has also acquired Jabong in 2016 with a deal of 70 million dollars. It has invested about 176 million dollars in the fashion arms of these two brands.In the year 2018, Walmart, a leading retail chain of U.S acquired 77% controlling stake in the company for 16 billion dollars, valuing it at 22 billion dollars. It is also to mention that at present, this company holds 39.5% of the market share of e-commerce industry in India. Marketing analysis of Flipkart Flipkart follows B2C (Buyers to Consumer) model (Srivastava 2017).It has over 75 million of registered users who had helped this company in achieving five billion dollars Gross Merchandise Value (GMV) of the sales in the year FY15. It is to mention that GMV is an indicators of the company performance on the basis of the total value of merchandise that is sold by the organisation at a particular period.“Big Billion Days” is one of the most successful campaign of Flipkart till date and it has helped it in increasing the rate of its sales at the time of festive seasons in India (Nigam and Maqbool 2018). Furthermore, “No Kidding, No Worries” is its new ad campaign that addresses the long-held concerns linked with the online shopping of the customers. It is to note that Flipkart makes use of psychographic and behavioural strategies in order to segment the market for catering the needs of its customers. Along with the increase in per capital income and the change in the buying patterns of the company, the customers are getting more equipped and more comfortable with purchasing goods online. Moreover, the
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4UNDERSTANDING CONTEMPORARY ORGANISATIONS company makes use of the undifferentiated targeting strategy due to the fact that the customers from demography buy products online that is available to each and every one where delivery is possible. Flipkart has positioned itself as a customer friendly and a trust worthy e-commerce brand in the market. The tagline of Flipkart is “Flipkart matlab bilkul pakka”. Flipkart sells everything right from books, air conditioners, clothing and accessories, computers to cosmetics. With the same, the items sold on the Flipkart website have the same warranties of brand like the ones in the physical showrooms. Very recently, the company has launched its personal product range as well and they are known as “Digiflip” (Kumar and Pamula2018).ThecompanyfunctionsinIndiaandisheadquarteredinBangalore, Karnataka. It sells merchandise by means of WS Retail, It provides its own platform to the other companies who are interested in selling their products. Flipkart websites and mobile application are very easy to access. At first, Flipkart used to personally buy the books and used to couriered them to the customers. Gradually, it opened its warehouses where it stored the goods safely. Its warehouses are present in Kolkata, Noida, Hyderabad, Bangalore, Mumbai, Delhi, Pune and Chennai. Moreover, discounts of about 35% are allowed on a periodic basis in order to boost up the sales in Flipkart and to maintain the competitive edge. For making payments, it also allows cash payment, Debit card or credit card payments and even, by swiping the cards at the time of delivery. How the departments in Flipkart reflects their integration Flipkart has several departments including finance, marketing, technology, logistics, vendor acquisition, customer support, operations, HR and Admin and the internal tech support. Logistics deliver the Flipkart sellers and order the products. It also ships for all the prlatforms as well. Apart from this, there are also other departments running in Flipkart like internal audit, fashion and electronics.However, it is to state that all the departments work in
5UNDERSTANDING CONTEMPORARY ORGANISATIONS sync and they reflect their integration (Laudon and Laudon 2016). The goal of Flipkart team is to synchronise the information technology along with the business objectives and business cultures and to align the technology with its goals and business strategy. Flipkart always hire the top talents who ensure that the brand maintains its successful position in the market. The entire team works together in order to achieve a common goal and that is of becoming global e-commerce leader. Along with 9 vice presidents and 14 vice- presidents, the company appears to develop a powerful foundation in order to face the rapid growth and development in the sector and it stills strive to do more in this field. It would further modify its organisational structure as per the change in the local Indian e-commerce industry(Freitas2018).Therearelayersofpresidents,seniorvice-presidents,senior directors, managers, vice-presidents and directors. Flipkart has made a significant transition in terms of its organisational structure when it moved from website to mobile application. It is to note that the recruitment and selection of Flipkart is something that makes all the difference. It always ensures that the leaders that it induce are well woven into its organisational fabric. It always strive from bringing in top level executives in order to manage and promote its future growth and development. Right from ensuring that the new candidates are ready to unlearn to assisting them in understanding and adjusting well in the start-up environment of Flipkart, the company has put in place different processes in order to make sure that its structures do not crack amid in the current evolution. As mentioned above, in the year 2018 of August, Walmart, a leading retail chain of U.S acquired 77% controlling stake in the company for 16 billion dollars, valuing it at 22 billion dollars (Samper, Giovannucci and Marques Vieira 2017). This deal has simply lifted the net worth of the employee stock of Flipkart, comprising of the unvested shares to about 2
6UNDERSTANDING CONTEMPORARY ORGANISATIONS billion dollars as per the report of ET. Also, Walmart offer 100% of the buybacks of the vested shares by the employees of Flipkart. Conclusion Hence, from the above analysis it is to state that Flipkart is at present inn its growing stage. Its sales revenue is increasing with each passing year. It follows B2C business model that provides ample of shopping opportunities to the customers in Indian market in effective way.
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7UNDERSTANDING CONTEMPORARY ORGANISATIONS References: Srivastava,R.,2017.ConsumerFeedbackAnalysisThroughSocialMediaforB2C ElectronicCompaniesinIndia.InternationalJournalofBusinessAnalyticsand Intelligence,5(2), p.30. Nigam, A. and Maqbool, A., 2018. Flipkarts Big Billion Day Sale-Then and Now: A Comparison.International Journal on Customer Relations,6(1), p.58. Prasad, C.S.D. and Rao, S.S., 2015. Competition in the Indian E-Commerce Sector: The Case of Flipkart.Gavesana Journal of Management,7(2), p.22. Kumar, R. and Pamula, R., 2018. Social Book Search: a survey.Artificial Intelligence Review, pp.1-45. Laudon, K.C. and Laudon, J.P., 2016.Management information system. Pearson Education India. Samper, L., Giovannucci, D. and Marques Vieira, L., 2017. The powerful role of intangibles in the coffee value chain.Economic research paper, (39). Freitas, K., 2018. The Future of Work: New Roles and Capabilities for HR Thanks to Social Media.NHRD Network Journal,11(2), pp.35-43. Datar,M.,2018,July.DataScienceatFlipkart-AnIndianE-Commercecompany. InProceedingsofthe24thACMSIGKDDInternationalConferenceonKnowledge Discovery & Data Mining(pp. 2868-2868). ACM.