AIMA Solved Assignments for DM06
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SECTION-A (15 marks for each question)
- “The various short comings of conventional marketing can be overcome by Internet Marketing”. Comment on the statement with examples.
- Enumerate the benefits of Internet marketing for consumers and marketers with examples.
- What are the various psychological, social and technological resistances to the even faster growth of Internet marketing? Provide your opinions to about the ways to overcome these resistances.
- “Internet consumers differ significantly from their traditional predecessors.” Do you agree with this statement? While giving reasons for your answer, discuss the importance of understanding the consumer buying behaviour of Internet consumers.
- Discuss the nature and scope of social media networks in the marketing efforts of the firms. Give suitable examples.
SECTION-B (25 Marks)
Case Study
Flipkart Success Story
Flipkart began selling books to begin with. It soon expanded and began offering a wide variety of goods. Innovating right from the start, Flipkart has been home to few of the striking features of Indian e-commerce.
In the first few years of its existence, Flipkart raised funds through venture capital funding. As the company grew in stature, more funding arrived. Flipkart repaid the investors’ faith with terrific performances year after year. In the financial year 2008-09, Flipkart had made sales to the tune of 40 million Indian rupees. This soon increased to 200 million Indian rupees the following year.
Their last round of Fundraising had increased their value to $ 15 billion, however, as of February 2016, according to Morgan Stanley, their estimated value stands at $11 billion.
Back at the time when Flipkart was launched, any e-commerce company faced two major difficulties. One was the problem of online payment gateways. Not many people preferred online payment and the gateways were not easy to set up. Flipkart tackled this problem by introducing cash on delivery and payment by card on delivery in addition to others. Flipkart was the first to implement the popular ‘Cash on Delivery’ facility, which every online shopping website in India offers as an option today.
The second problem was the entire supply chain system. Delivering goods on time is one of the most important factors that determine the success of an ecommerce company. Flipkart addressed this issue by launching their own supply chain management system to deliver orders in a timely fashion.
Between 2013 and 2014, Flipkart grew five times in terms of volume, while Snapdeal said its gross sales value grew six times during the same period. To fuel its growth, Flipkart is working on several discount and sale events this year. It might carry out another ‘Bid Billion Day’ sale in the coming months (the first was held in October 2014, through which the company said it had clocked revenue of $100 million in only 10 hours).
Flipkart also acquired few companies like Myntra.com, LetsBuy.com etc., to better their presence in the market. With the entry of Amazon.com in India, the competition between the companies has seen many takeovers. Flipkart’s journey from a small book e-retailer to India’s largest e-commerce platform inspires a generation of start-ups. In a country where stereotypes are common, Flipkart managed to break the norm and change the ecommerce industry in India for ever. Flipkart’s story proves that if you have a great idea, and you are a doer and not a thinker, success is not far off.
Case Questions:
- List and explain the important strategies that lead to the success of Flipkart.
- According to you what strategies the company should opt to compete with competitors like Snapdeal & Amazon?