ABOUT

• An E-commerce marketplace company,

started in 2007 as a start up with Rs.4 lakh

by two young entrepreneurs.

• Now running with 26 million registered users

and offers products in 70+ categories

• India’s biggest online marketplace in terms

of Gross Merchandise Value ( more than $1

billion ~ 6500 crores per annum)

PLANNING

• It is one of the basic managerial functions to

be performed at any organization

• Involves selecting objectives and course of

action to accomplish the goal of

organization

• To maintain employee’s effort to be effective,

everyone in the organization should know its

purpose and objectives and its methods of

attaining them

STEPS

• Identifying Opportunities

• Establishing Objectives

• Planning Premises

• Identifying Resources

• Allocating Resources

• Formulating Support Plans

• Evaluation

TYPES

• Operational planning

- day to day operations

• Intermediate Planning

- unexpected plans in mid course

• Contingency Planning

- alternate actions in case of failures

• Strategic Planning

- long term planning

GOAL

At that time, e commerce in India was in

nascent stage and growth of internet penetration

increasing.

With experience in Amazon – similar

e commerce retailer in US, Founders started

Flipkart with selling books through online in 2007.

They wished to uplift their company to a $100

billion firm as their former employer, Amazon

Flipkart (Flipkart Online Services Pvt Ltd) is just a marketplace connecting customers with sellers.

Stakeholders

• Sellers

• Logistics

• Payment Service

• Customer service and protection

• Buyers

INITIAL STAGE

In the beginning, it only concentrated on selling

books.

As a start up, it has to depend on investment

from others through either public listing or

investing firms

Within a short span, it started to attract

investors and got funds for expansion. Only after

2009, it includes many categories of product in its

marketplace.

To get more customers, it has to sell various

products

With availed funds starts to acquire other e

commerce companies

• Letsbuy.com – e- retailer in electronics

• Myntra.com - e- commerce in fashion and

lifestyle products

• Chakpak.com and Mime.com

Flyte – its Digital Music Store

RESOURCE ALLOCATION

As company growing, it invested more on high end

technology and skilled human resources.

Started its own seller WS retail

online payment Gateway payzippy

logistics e-kart

to reduce the dependency of third party service

providers and operating cost while improving best

buyer experience

External Environment - legal

To comply with Indian Government regulations and investor friendly, it had to move its base to Singapore and registered as Flipkart Private Limited (Singapore)

Restructured company into five independent Indian entities, which are all owned by FPL.

It sold major stake on WS retail to comply with FDI in multi brand retail rule in India

Contingency Plan

It decided to shut its Digital Music Store –Flyte, as in India paid music service is not popular.

Closed Chakpak.com and mime360.com as they do not have a huge market in future, to stop further loss.

Plan to restructure payment gateway -payzippy as competition grew in electronic payment from other firms.

MARKETING

Company spends more money in marketing and

data analytics to get buyers and provide best of

class service.

Subside the price of product with its own money

to sell products at a competitive prices.

“ Big Billion Day” , App Sales and on other

special occasions spent a huge amount for

advertising and offer sales.

EXCLUSIVE TIE UPS

To provide competitive price and reduce losses,

started exclusives sales of Smart phones and

books with manufactures and publishers.

This increased the GMV to a high level.

MoUs with Micro, Small and Medium Scale

Industries to sell indigenous craft products

Launched own products under the label of

Digiflip and Citron

Since It is a start up, Plans are evolved at every

stage of its growth and not followed the steps of

planning in order as traditional organizations can

do.

Intermediate and contingency plans and

decision making played a vital role in

organizations growth among competitors. Flexible

and innovative policies in the internal organization

motivates employees.