Strategy Case Studies, Growth Strategy Case Studies

Code : GRS0222

Year : 2013

Industry :E-Commerce

Region : India

Teaching Note:Available

Structured Assignment : Not Available

Abstract: This case study is useful in analyzing the growth strategies of Flipkart and also the opportunities and challenges in the Indian e-commerce segment. Flipkart, the company that began as an e-retailer of books in 2007, had expanded its offerings to include electronics, shoes, apparel, and home furnishing over a period of time. It was started by the ex-employees of Amazon and was being periodically funded by western venture capitalists. In the process of funding, it had become the first Indian Internet company to be valued at a billion dollars.

By the end of 2012, Flipkart was among the top 20 Indian websites, according to Alexa Rankings, a global company studying online traffic ratings. It was the largest online bookseller in India with over 11 million titles. But at the same time, it was facing competitive threat with the entry of global e-retail giants into India and the surge in the number of Indian e-stores. Though there was no dearth of opportunities for the Indian e-retail market, there were some problems were hindering its growth.

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