Flipkart.com
商品編號：9B14M066
出版日期：2014/06/18
再版日期：2014/06/18
商品來源：Ivey
商品主題：General Management/Strategy; International Business; Operations Management
商品類型：Case (Library)
涵蓋議題：online shopping;India
難易度：5 - MBA/Postgraduate
內容長度：14 頁
地域：India
產業：Other Services;
事件年度：2013
Flipkart.com is one of India’s best known online retailers. Founded in 2007, with the ambitious dream of becoming India’s Amazon.com, Flipkart.com started out selling books and quickly expanded its product portfolio to include laptops, computer peripherals, consumer durables, consumer electronics, fashion accessories, media and games. Flipkart’s products were competitively priced, its customer service was exemplary and it offered innovative solutions to enhance the customer experience such as its cash on delivery service. These factors, coupled with a smart marketing mix and catchy advertisements that sensitized the Indian consumer to the online shopping experience, contributed to its rapid growth. While the customer viewed the company with rose-tinted glasses, all was not well within Flipkart. It was plagued by a multitude of issues, including a business model that swallowed cash faster than it was generated, increasing constraints on its operational and supply chain capabilities and deteriorating investor confidence. Indeed, Flipkart found itself in trouble in late 2012. With competitors hot on its heels and the imminent entry of Amazon.com into the Indian market, Flipkart had to evaluate its options carefully and make some smart moves if it was to survive and regain investor confidence.
教學手冊：8B14M066
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