Strategy

Implementation and
Control
Submitted to:
Dr. Debendra Prasad Kar
Group -10
Pooja Surana
Pragya Kumari
Sanjay Kumar
Shivam Singh

FLIPKART

Table of Contents
OVERVIEW OF THE COMPANY ...................................................................................................................... 2
JOURNEY OF FLIPKART .......................................................................................................................... 5
VISION AND MISSION.................................................................................................................................... 6
STRUCTURE FLIPKART ................................................................................................................................ 7
STRATEGY AT FLIPKART ................................................................................................................................. 9
DIFFERENT TYPES OF LEADERSHIP STYLE .................................................................................................... 14
ANALYZE HOW THE LEADERSHIP STYLE AFFECTS THE PERFORMANCE OF THE COMPANY. ...................... 15

FLIPKART

OVERVIEW OF THE COMPANY

Flipkart Online Services Pvt. Ltd. owns and operates an online shopping Website
in India. It started as an Online Bookstore by Sachin Bansal and Binny Bansal.
Yes, their surname is same but there are not brothers. When the company started
back in 2007, they found difficult in delivering goods to consumers. The first
customer has orders a book which is rare one, Binny and Sachin roamed in the city
of Bangalore and found the book and sent it to customer.

Thus was born Flipkart in Oct 2007 with an initial investment of 4 lac (co-founders
savings).It was never going to be easy since India had a bad past experiences with
e-commerce trading. It was not an easy segment to break into, people were very
particular in paying money for something which they had not seen and received.
The trust was missing in the Indian customers. So what Flipkart had to do was to
instill trust and faith in their customers. And they did exactly the same later.
They used word of mouth marketing to popularize their company. Flipkart began
with selling books, since books are easy to procure, target market which reads
books is in abundance, books provide more margin, are easy to pack and deliver,
do not get damaged in transit and most importantly books are not very expensive,
so the amount of money a customer has to spend to try out one's service for one
time

is

very

minimal.

Flipkart

sold

FLIPKART

only books for the first two years. A few months later, the company sold its first bo
ok onFlipkart.com John Woods' Leaving Microsoft to Change the World

It provides books, movies, music, games, consoles, gaming accessories, mobiles,

mobile accessories, cameras, camera accessories, computers, computer accessories,
network components, software, peripherals, home and kitchen appliances, TV and
video products, and personal and health care products.

FLIPKART

It is 6th biggest start-up in the world.

It is valued at USD 15 million.
It is no.1 online retail platform with 45% market share.
It has 75 million registered users.
It has 30 million products.
It has 10 million daily visits.
It has 8 million shipments per month.

FLIPKART

JOURNEY OF FLIPKART

FLIPKART

VISION AND MISSION

Mission:
Providing delightful customer experience
It reads out that it wants to provide customers with online memorable experience
and one of its values is customer obsession.
Vision:
To become Amazon of India
Flipkart can achieve this VISION statement of the company by looking into their
MISSION statement
Core values of Flipkart:
1. Customer Obsession
2. Ownership
3. Impact
4. Honesty
5. Selflessness
6. Communication
7. Innovation

FLIPKART

STRUCTURE FLIPKART

1. Organizational Hierarchy
This is very important for a Billion Dollar company, as it started with 2 Employees
and turned to almost 70,000 Employees, which is not easy without a good
hierarchy down the lane.
There are various entities under the Flipkart which work under their own rules,
regulation and guidelines. Hence there are different organisational structures for all
of their entities. Given below is the organisational structure of how the group is
structured as per the entities of the parent company:

CFO

Binny- COO

Sachin-CEO

VP Marketing
President Engineering
VP Categiories

President Operations
VP Operations
VP Digital Business

FLIPKART

2. Business Hierarchy
The Business Hierarchy of Flipkart has grown with Venture Capitalists coming in
all the way from Singapore and FDI been used.
They are several companies Such as WS Retail that has been bought by Flipkart to
resolve issue with the FDI in India, Flipkart have also have a fleet of companies
like Digi Flip which produces electronic goods such as Tablets.

Flipkart
EKart

DigiFlip

WS Retail

Myntra
Jabong

Other than the Above Direct Companies, Since Flipkart has sister companies in
Singapore the following image will give more understanding on what the Business
structure was like.

3. Acquisitions:
Well, this is nothing new. From Nokia to Microsoft, WhatsApp to Facebook.
Acquisition is the latest trend in the Business.
Well the below is the list of the acquisitions that is made by Flipkart until today.

FLIPKART

1. WeRead is a Social Book Discovery Tool

2. Mime360 is a Digital Content Management tool
3. Chakpak is a Bollywood review rating site
4. Letsbuy is a e-commerce website
5. Myntra a fashion e-commerce store
6. Appiterate a Mobile Marketing company
7. Jabong a Fashion website acquired by Myntra
8. PhonePe a Payment startup

FLIPKART

STRATEGY AT FLIPKART
When is come to the Strategy Flipkart has overruled all its Competitions with
Several Ideas which has revolutionized the E-commerce retail market in India.
Cash on Delivery: Until 2010 there were no COD options and adding this
option has bought in so many changes since this was a barrier before.
Because not many people had Credit/Debit Card and some people even
having are not comfortable using them because of their trust towards a
online business. E- Payment was done till 2010, but wanting to reach more
customers, Flipkart took a risk and launched Cash on Delivery (COD) and it
paid off, the growth was phenomenal. So this helped Flipkart to reach the
customers of rural areas and within 2 months, sales 30% sales increased. The
reason to start with COD was customers fond difficult to share their card
details on the internet. Flipkart's cash-on-delivery model has been copied by
almost every other ecommerce company in the country and now accounts for
a majority of transactions across all online retail sites

FLIPKART

Flash Sale: The Idea of the Flash Sale has first started from the MI company
mobiles which has created the Hype of wanting, and then getting that into
success. And then carried over to other products
Big Billion Day: With a target of having more than a crore in a single day
with giving lots of offers to the customer and also giving the competitors a
tough fight. Flipkarts big billion days was a big success.

FLIPKART

Digital Marketing Strategy:

The Digital Marketing Strategy of Flipkart includes the following,
1. Online Blog Post.
2. News Magazines
3. TV Advertisements
4. Affiliate Marketing
a. Promo Codes
b. Corporate Gifting
c. Gift Cards
5. Social Media Campaign
a. Facebook
b. Twitter
c. LinkedIn
d. Pinterest
e. Instagram
6. Online Advertising
a. SEO
b. PPC
c. Google Adwords
d. Customer Reviews on Tech Blogs
7. Event/Partner Marketing

Exclusive Product sales where the products are not available in other website but
just in Flipkart,

FLIPKART

Evaluation Strategy:
In Terms of the Evaluation of the Company the company has almost 1.5 Billion in
Dollars, 10,524 Crore in Rupees.
With several series of Fundraising programs Flipkart have achieved funds from
400 Million to almost $ 1.1. Billion in 2015.

FLIPKART

DIFFERENT TYPES OF LEADERSHIP STYLE

Leadership style: It refers to the leaders behavior and a kind of art or process of
influencing people so that they contribute willingly towards group goal.
Management is doing things right, leadership is doing the right things

Autocra
tic
Laissezfaire

Transac
tional

Bureauc
ratic
Leaders
hip
Style

Transfor
mation
al

Charism
atic

Democr
atic

FLIPKART

ANALYZE HOW THE LEADERSHIP STYLE AFFECTS THE

PERFORMANCE OF THE COMPANY.
Chairperson Sachin Bansal
CEO- Binny Bansal

They were not related to each other, but both had worked for Amazon India before
they launched Flipkart. It started with mere investment of Rs. 4, 00,000 to develop
the website.
The Risk and Motivation:
In the beginning while these Amazon Employee has left their job and risk the
capital of 4 Lakhs is quite a daring step and they werent able to get a single order
for the first few months of the start but hasnt lost the motivation.

FLIPKART

Experiment and Find:

To make sure that Customer is having the right experience they used to change the
User Interface of the Website in very smaller duration sometimes even few hours.
Vision and Strategy:
Well, its no surprise that all the startups have seen rejection in the beginning. But
the Bansals and reached out to people who believe in their vision and started
doing iteration of Ideas and Strategy to enter into other business like electronics
and fashion.
In the year 2010, they branched out selling CDs, DVDs, mobile phones,
accessories, cameras, computers and peripherals. Preceding year they came up with
stationary and home appliances, kitchen appliances, personal care, etc.
They had best supply chain efficiency; this was the game changer and
differentiator in the market. Flipkart has developed its own logistics arm EKart, which was initially used for in-house deliveries.
To make sure that their leaderships is affecting everyone in the organization, the
Bansals have used the following tactics.
a. Rational Persuasion
b. Inspirational Appeal
c. Consultation
d. Personal Appeal
e. Legitimating

FLIPKART

Usage of Leadership Styles:

a. Democratic Leadership

Involves the leader taking into considerations and suggestion from his
employees before making a decision
b. Transformational Leadership

They inspire and motivate their teams constantly by sharing the vision of the
company in the future and give constant update to let them know whats
happening and why its happening.
c. People-Oriented Leadership

They collaborate will the individuals in a regular basis by supporting and

organizing people in creative team management.
d. Task Oriented Leadership

They are more focused on the task and personal/team appeal on the task for
the instance
Usage of Best Organizational Culture
They have used Hersey- Blanchard Situational Leadership model in the
organization. This model has helped the Bansals to depend both on relationship
and task in that particular situation.

FLIPKART

The Personal Growth and Employee Satisfaction:

There is a quote saying To make your Customers happy, Just make your
Employee Happy and they will make your Customer happy- Maybe this was the
their favorite quote.
The Employee satisfaction level at Flipkart is more than the average, and the
following might be the reasons for the same
a. Career Growth Opportunities
b. Work/Life Balance
c. Great Culture
d. The Town Hall Meetings
a. Career Growth Opportunities:
The Career growth opportunities at Flipkart are very good with appreciations
and great perks for the employees who are contributing. It also provide
employee to use time to improve their skills to reach their personal goals
b. Work/Life Balance:
The Work Life balance at Flipkart is very comforting with all the pressures
been put at the table. Managers have contributed to other personal problems
which had helped to develop a trust between the employees and gain their
loyalty.
c. Great Culture:
With Great Culture comes Great responsibility - Thats not a quote but can
be, On a individual survey it was found that more than 67% of the Employee

FLIPKART

in any company had found that their efficiency is dependent on the culture of
the Company. Flipkart provide a work-play environment where people can
relax in their leisure / tensed situations and come back to work when they
are okay.
d. The Town Hall Meetings:
How did I even miss this part? The Town Hall meetings are monthly
meetings that happenings in Flipkart where the Employees can post
questions anonymously and the most voted questions will be answered by
the Top-Level management.

Well, we can say that this has contributed a lot in bringing the transparency across
the companys and had gained the employees trust and loyalty to the Management