Flipkart.com is among India's best known online retailers. Founded in 2007, with the ambitious dream of becoming India's Amazon.com, Flipkart.com started out selling publications and quickly expanded its product portfolio to include notebooks, computer peripherals, consumer durables, consumer electronics, fashion accessories, media and games. These factors, coupled with catchy ads that sensitized the Indian consumer to the internet shopping experience and a smart marketing mix, led to its rapid growth.
While the customer see the firm with rose-tinted glasses, all was not well within Flipkart. It was harassed with numerous problems, inculcating a business model that swallowed cash quicker than it generated, supply chain capabilities and increasing constraints on its operational and deteriorating investor trust. With competitions hot on its heels along with the forthcoming entry of Amazon.com to the Indian market, Flipkart needed to assess its options carefully and make some clever moves if it had been to survive and regain investor confidence.
PUBLICATION DATE: June 18, 2014 PRODUCT #: W14222-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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