Strategy for Business improvement,

Seller Evaluation & Product Portfolio

expansion

By: Avinash Kumar Mahto (Roll No.1502043, PGDIM 22)

Faculty Guide: Ms. Sushmita A Narayana, Assistant
Professor
Company Guide: Mr. Niraj Singh, Sr. Program Manager

Introduction
Founded in August, 2015

Online Marketplace

deals exclusively in construction, finishes, interiors and decor

related products & materials

PRODUCTS AND SERVICES:

Building
Material

Electrical

Plumbing

Bathroom

Doors
and
Windows

Kitchen

Solutions

Walls and
Flooring

Carpentry

Hardware

Paints

Garden

Roofing

Summer Internship Project 2016

6/20/16

Need of the Project

Its an emerging market where the company needs to

establish a wide product portfolio encompassing every possible need a

customer has while constructing or decorating his home or workplace

Have a qualified pool of Sellers to fulfill the orders

Form strategy to improve business

OBJECTIVE
The objective is to help mSupply cover the segment of construction and
dcor related material by identifying gaps and opportunities in its existing
product/services offered online and form strategies for business
improvement, Seller evaluation and Product portfolio expansion.

Summer Internship Project 2016

6/20/16

Project Methodology

Summer Internship Project 2016

6/20/16

Process Study

Creating
Seller ID

Product
Digitization

Seller Evaluation
Filling Seller Form
Uploading Seller Documents

Seller is rated and ranked

Seller ID and password is generated

Product catalogue collected and sent to central team

Prices, MOQ and Shipping details are gathered

Prices, MOQ and Shipping details are consolidated in standard templates

to out-location team for approval

Generate Sent
Brick/SKU ID

Review and
Approval

Finalise
catalogue

Catalogue
team

Review consolidated details as actual vs updated in template

Raise changes/rectifications
send for approvals

Incorporate the changes required

Update Price, MOQ and Shipping Charges

Editing images
Add product description
Upload on website

Summer Internship Project 2016

Seller
Enrolment

Identifying Potential Seller

Creating Target List

6/20/16

Meeting
Seller

Old and new SKUs

Brands Captured

No. of new SKUs

Brands
Captured
BEFORE

No. of
SKUs

Asian Paints

318400

Nerolac

3333

Asian
Paints

1600

MRF Vapocure
Paints

3000

Dulux

1708

Berger

2500

Shalimar

333

Gem Paints

298850

Gem

1150

Listomax

10

VV Paints

16

TIA Rollers

30

Surfa

358

3M

100

TIA Rollers

60

Agsar paints

1000

Sheenlac

284

Asian Paints tools

150

Nerolac

952

Azkonoble Duco

500

TOTAL

: 5509

Ardex Endura

TOTAL

80
627953

Supplier Evaluation Criteria

AHP Methodology

Define
criteria

Define SubCriteria

Structure the
hierarchical
model

Prioritize the
order of
criteria or
sub-criteria

Measure
seller
performance

Summer Internship Project 2016

6/20/16

Criteria: weightages
Cost

Background

Facility

Local
Sub-Criteria
Weight
s
38.1%
Product cost
Logistics Cost
Margin
8.3%
Type of dealer
Financial Position
Year of establishment
8.5%
Stock Availabilty/ warehouse
facility
No. of people employed

Product

36.5%

Business Attitude

8.7%

Tech savvy
Quality
Product width and depth
willingness to work
Credit facility
Pre-sales support

Local
Weight
s
0.35
0.06
0.58
0.19
0.72
0.08
0.61

Global
Weights

0.27

2.30%

0.12
0.67
0.33
0.16
0.66
0.19

1.02%
24.30%
12.15%
1.38%
5.72%
1.63%

13.49%
2.35%
22.22%
1.60%
6.00%
0.69%
5.15%

Summer Internship Project 2016

Criteria

6/20/16

Composite Priority weights for sub-criteria

Global weightages
Sub-Criteria

Global Weights

Margin

22.22%

Product cost

13.49%

Product width and depth

12.15%

Financial Position

6.00%

Credit facility

5.72%

Stock Availabilty/ warehouse facility

Logistics Cost

5.15%
2.35%

No. of people employed

2.30%

Pre-sales support

1.63%

Type of dealer

1.60%

willingness to work

1.38%

Tech savvy

1.02%

Year of establishment

0.69%

Summer Internship Project 2016

24.30%

6/20/16

Quality

Competitive Landscape Analysis

Competitive Landscape Analysis (CLA) is a tool used to
identify competitors and their strength and weaknesses
in a particular Industry segment.
Based on CLA study, gaps and opportunities are identified
in a systematic way.
The outcomes of CLA helps company focus on filling gaps
and exploiting opportunities in a structured manner.

Purpose:

To identify the gaps and opportunities in e-commerce

industry dealing in construction materials using what the
industry aims at and what consumer preferences are.

CLA Methodology
1. Identify Industry goals (G)
and rank them as per
priorities given to them by
the industries in that
particular sector.

2. Identify Consumer Preferences (P) and

rank them as per the priorities given to
them by the consumers dealing in that
sector.
3. Make a list of top
competitors in this
particular sector.

4. Market research about their

standings in various goalpreference matrix, i.e., how
good they are in fulfilling a
consumer preference by
achieving a particular industry
goal.

5. Prepare Synthesis Matrix.

6. Identify gaps and opportunities and

give recommendations

Synthesis Matrix

Gaps and Opportunities

#
1.

Reference Cell
G1P2 and G1P3

Opportunities
Pricing and Timely delivery as a tool to Build Trust among customers

2.

G2P3 and G2P7

Information about Delivery deadlines and educating customers can help

simplify procurements for customers

3.

G3X

Proving Solution and Consultancy services is something customer in this

segment looks for during making a purchase

4.

G4X

More and more sellers onboard serve all the consumer preferences
directly or indirectly

5.

G5X

Product portfolio across all the competitors lacks width and depth which
is crucial for providing customer with enough options and low prices

6.

G6X

All the competitors are operating in selected regions. Expanding

throughout the country is an excellent opportunity to focus on

7.

G7X

On the technology and innovation front, theres a lot of opportunity to

gain an edge over the others in the market

Recommendations
#
1.
2.

3.

4.

5.

6.

7.

8.

Reference
Cell
G1P2 and
G1P3

Pricing and Timely delivery as a tool to Build Trust among

customers.

Better control over Logistics to ensure delivery as promised

Combo offers to offer better price and discounts

G2P3 and
G2P7

Information about Delivery deadlines and educating

customers can help simplify procurements for customers

Provide sufficient information about products online

G3X

Proving Solution and Consultancy services is something

customer in this segment looks for during making a purchase

Incorporate ways to educate customers like an app to

estimate their needs
Live Consultancy can be provided using IM service

More and more sellers onboard serve all the consumer

preferences directly or indirectly

Product portfolio across all the competitors lacks width and

depth which is crucial for providing customer with enough
options and low prices

G4X

G5X

G6X

G7X

G4P1 and
G5P1

Opportunities

All the competitors are operating in selected regions.

Expanding throughout the country is an excellent opportunity
to focus on
On the technology and innovation front, theres a lot of
opportunity to gain an edge over the others in the market

No. of Sellers onboard is very large for competitors compared

to ours. Also, the number of quality brands they listed is
impressive.

Recommendations

With the Purchase made, a list of relevant service provider can

be provided
No. of sellers should be increased
Based on evaluation criteria, sellers should be ranked and
incentives should be given for providing better service
All major brands should be listed online

Local brands should be targeted to serve a category of

customers looking for more affordable products

Target sellers from the upstream part of the supply chain to

have more margin
Already present in six cities

Expedite the process of establishment and target tier II cities

as well
Based on the buying behavior, combo offers should be
designed

As per search or estimate made by the customers, offers

should be suggested

Advertisement option specially for local brands

No. of sellers onboard needs to be increased

Evaluation and ranking needs to be done while adding them

Thank You