E-BUSINESS STRATEGIES OF

Submitted by:
Santhi Biju (31)
Submitted to :
Prof.A Srinivasa Rao
CONTENTS
1. Introduction
2. What is e-business?
3. E-business models
4. Supply chain
5. ERP
6. CRM
7. EdI
8. Intranet,Internet,Mail
9. Web server,Firewall
10. Conclusion
11. Referances







E-retailing strategies of myntra
INTRODUCTION
Supply chain management (SCM) is the management of a network of interconnected businesses
involved in the ultimate provision of product and service packages required by end
customers(Harland, 1996). Supply chain management spans all movement and storage of raw
materials, work-in-process inventory, and finished goods from point of origin to point of
consumption (supply chain).
Myntra was established by Mukesh Bansal, Ashutosh Lawania and Vineet Saxena in February 2007.
Myntras headquarter is in Bangalore, with regional offices in New Delhi, Mumbai and Chennai.
It began its operations in the B2B (business to business) segment with the personalization of gifts,
which included :- clothing, footwear, cosmetics
In 2010, the company shifted its strategy to becoming a B2C (business to customer) oriented firm,
expanding its catalogue to fashion and lifestyle products.
Myntra.com is ranked among the top 10 e-commerce companies in India . In the last 3 years, Myntra
has become the most popular destination for personalized products in the country.

E-retailing strategies of myntra
INTRODUCTION
Myntra.com is into the e-commerce (online shopping) business. It is an online retailer of fashion
and lifestyle products in India.
It began its operations in the B2B (business to business) segment with the personalization of
gifts, which included :- clothing, footwear, cosmetics
In 2010, the company shifted its strategy to becoming a B2C (business to customer) oriented
firm, expanding its catalogue to fashion and lifestyle products.
Myntra.com is ranked among the top 10 e-commerce companies in India . In the last 3 years,
Myntra has become the most popular destination for personalized products in the country.
Myntra pioneered the personalization of sports jerseys and offered sports jerseys of several
cricket and football teams such as Team India, IPL & FIFA . These jerseys could be personalized
with a name and number of the customers choice.
E-retailing strategies of myntra
PRODUCTS
Myntra has tied up with top fashion and lifestyle brands in India, such as Nike, Reebok,
Puma, Adidas, Lee, Converse, Lotto, FIFA, John Miller, Indigo Nation etc.

To offer a wide range of current season merchandise from these brands Myntra currently
offers products from more than 200 Indian and international brands. These include shoes
for running, tennis, football, basketball and fitness, along with casual footwear from
world-renowned industry leaders.

There are also casual and dressy footwear for women from Catwalk, Carlton London and
Red Tape to name a few.

E-retailing strategies of myntra
WHAT IS E-BUSINESS?
E-business (or electronic business) is the term used to describe using the
internet to operate your business. E-business represents only a fraction of
worldwide business, but is one of the fastest growing sectors and provides
entrepreneurs with excellent opportunities to enter the market.
In a historical sense, the internet is a relatively new way in which to do
business, with the growth of e-business taking off in the 1990's. The
internet provides consumers with an increasing amount of ways to
interact with businesses and has made buying and selling more
competitive worldwide. The rate of globalization has been significantly
impacted by the internet, making it easier for people and organizations
separated by distance to communicate and interact with each other.

E-retailing strategies of myntra
E-retailing strategies of myntra
E commerce considered the following attributes:-
Direct electronic interaction between two computer applications(application to
application) or between a person using a computer .
Interaction involves the completion of a specific transaction or part of a
transaction
The transaction crosses enterprise boundaries either between two
businesses(B2B) or between a business and a consumer (B2C).
Two ways of Transactions:-
Buyer/ seller Transaction
Producer/Consumer Transaction
BUYER SELLER TRANSACTION
Transactions are exchanges that occur
when one economic entity sells a
product or service to another entity.
When buyer/seller transaction occur in
the electronic market place information
is accessed, absorbed, arranged, and
sold in different ways.
E-commerce also involves payment
mechanisms for customers to make
electronic payments and funds
transfers.

E-retailing strategies of myntra
BUYER
Digital
products
Information
Services
INFORMATION
FLOW
Online
transactions
payment
flow
SELLER
Digital data &
documents
Multimedia
content
Software
programs
Products/Servic
e
PRODUCER/CONSUMER TRANSACTION

Production process that
converts digital inputs into a
value added output through
a set of intermediaries. This
will give more refined
information ,which can lead
to a better decision making
for the customer

E-retailing strategies of myntra
CONSUMER
Digital products Processed Order
Services
INTERMEDIARIES
ONLINE PRODUCTION PROCESS
PRODUCER
Digital data &
documents
Multimedia
content
Information
ELECTRONIC RETAILING
The e-retailing(less frequently; e-Retailing, e-Tailing, etc.) is the concept
of selling of retail goods using electronic media, in particular, the
internet.. e-retailing is synonymous with business- to- consumer (B2C)
transaction model of e-commerce. Although e-retailing is an
independent business model with certain specific constituents like; trust
model, electronic transaction process, etc, but in reality it is a subset of
e- commerce by nature.
Electronic retailing or e-tailing, as it is generally being called now, is the
direct sale of products, information and service through virtual stores on
the web, usually designed around an electronic catalogue format and
auction sites.


E-retailing strategies of myntra
E-BUSINESS MODELS
Creating an e-business solution mainly involves creating and deploying an e-commerce site.
The first step in the development of an e-commerce site is to identify the e-commerce
model. Depending on the parties involved in the transaction, e-commerce can be classified
into 4 models.
These are:
Business to Business (B2B) model
Business to Consumer (B2C) model
Consumer to- Consumer (C2C) model
Consumer to Business (C2B) model


E-retailing strategies of myntra
Business-to-Business (B2B) Model
The B2B model involves electronic transactions for ordering, purchasing, as well as other
administrative tasks between houses. It includes trading goods, such as business
subscriptions, professional services, manufacturing, and wholesale dealings. Sometimes in
the B2B model, business may exist between virtual companies, neither of which may have
any physical existence. In such cases, business is conducted only through the Internet.
The advantages of the B2B model are:
It can efficiently maintain the movement of the supply chain and the manufacturing and
procuring processes .It can automate corporate processes to deliver the right products and
services quickly and cost- effectively. The B2B model is predicted to become the largest
value sector of the industry within a few years. This is said to be the fastest growing sector
of e-commerce


E-retailing strategies of myntra
E-retailing strategies of myntra
Business-to-Consumer (B2C) Model
The B2C model involves transactions between business organizations and
consumers. It applies to any business organization that sells its products or services
to consumers over the Internet. These sites display product information in an
online catalog and store it in a database. The B2Cmodel also includes services
online banking, travel services, and health information.
the consumer might doubt that his information is secured and used effectively by
the business organization. This is the main reason why the B2C model is not very
widely accepted. Therefore, it becomes very essential for the business
organizations to provide robust security mechanisms that can guarantee a
consumer for securing his information
http://www.eservglobal.com/uploads/files/index.pdf
E-retailing strategies of myntra
E-retailing strategies of myntra

Consumer-to-Consumer (C2C) Model
The C2C model involves transaction between consumers. Here, a consumer
sells directly to another consumer However, it is essential that both the
seller and the buyer must register with the auction site. While the seller
needs to pay a fixed fee to the online auction house to sell their products,
the buyer can bid without paying any fee. The site brings the buyer and
seller together to conduct deals.

E-retailing strategies of myntra
E-retailing strategies of myntra
Consumer-to-Business (C2B) Model
The C2B model involves a transaction that is conducted between a
consumer and a business organization. It is similar to the B2C model,
however, the difference is that in this case the consumer is the seller and
the business organization is the buyer. In this kind of a transaction, the
consumers decide the price of a particular product rather than the supplier.
This category includes individuals who sell products and services to
organizations.

E-retailing strategies of myntra
WEB ENABLED SUPPLY CHAIN


Infrastructure - Shared , global networks
Information - World Wide access to whoever is authorized
Members - Members join and leave quickly, securely and with consistent, easy
to use administration.
Control - Permission controlled, where data is accessible from anywhere in the
world with sophisticated security for authentication and authorization.
Process - Virtual product modeling and world wide simultaneous engineering
with integrated video conferencing and Internet telephone links


E-retailing strategies of myntra
SUPPLY CHAIN
Myntra.com is an aggregator of
many brands. Its business model is
based on procuring current season
merchandise from various brands
and making them available on the
portal at the same time as in
respective retail brand outlets. All
these products are offered to
customers on MRP. It is a Business
to Customer (B to C) revenue
model.

CUSTOMER
CUSTOMER ORDERS
FROM WEBSITE AND
MAKES PAYMENT
FIRM
ORDER
PROCESSING
PACKAGING
SHIPPING
E-retailing strategies of myntra

Firm Infrastructure -The basic requirement of Myntra was for the office to reflect
youthfulness, freshness, and vibrancy while incorporating fashion as the overall theme.
The design team left no stone unturned in making this dream a reality.

Human resource management- is one such support activity that can make or break any
organization in the long run. It is a very employee friendly organization. The firm focuses
on work-life balance.

Technology- Its technology allows online retail to be possible by hosting the website in
which the customer can browse through the online catalogue, choose what he wants to
buy, make online payment and receive the goods at his/her doorstep.

E-retailing strategies of myntra
E-retailing strategies of myntra
Procurement is important for Myntra as they deal in merchandising; they receive the
finished goods from various brands, store them at their various warehouses and then ship
them to the customer when ordered.

Outbound logistics is one of the critical activities for Myntra. They use a third party courier
for their outbound logistics. It is their responsibility to give the demanded product to the
third party courier as soon as possible. They then keep track of the lead time and try to
reduce it with collaboration from the courier company.

Marketing and Sales is a core activity of Myntra. Through proper marketing Myntra is
creating awareness among customer & enhancing their online shopping experience
VALUE CHAIN ANALYSIS
E-retailing strategies of myntra
Firm
infrastructure
Human resource
management
Technology
Procurement
INBOUND
LOGISTICS
OPERATION
S
OUTBOUND
LOGISTICS
MARKETIN
G AND
SALES
SERVICE
PRIMARY ACTIVITIES
S
U
P
P
O
R
T

A
C
T
I
V
I
T
I
E
S
M
A
R
G
I
N

SOFTWARES USED
Enterprise Resource Planning(ERP) originated as an extension of MRP(Material
requirement planning) ; later manufacturing resource planning) and CIM (Computer
Integrated Manufacturing). It was introduced by research and analysis firm Gartner, ERP
systems now attempt to cover all core functions of an enterprise, regardless of the
organizations business or charter. These systems can now be found in non-manufacturing
business, non-profit organizations and governments.
To be considered an Enterprise Resource Planning (ERP) system, a software
package must provide the function of at least two systems. For example, a software
package that provides both payroll and accounting functions could technically be
considered an ERP software package.
E-retailing strategies of myntra
ERP SYSTEM
ERP
SYSTEM
FRM
SCM
HRM CRM
MRP
E-retailing strategies of myntra
ERP- ENTERPRISE RESOURSE PLANNING SYSTEM
FRM- FINANACE RESOURCE MANAGEMENT
SCM- SUPPLY CHAIN MANGEMENT
HRM-HUMAN RESOURCE MANAGEMENT
CRM-CUSTOMER RELATIONSHIP MANAGEMENT
MRP-MANUFACTURING RESOURCE PLANNING
THE STRUCTURE OF THE ERP SYSTEM
Enterprise resource planning (ERP) systems consist of different modules. A
company can therefore decide which modules they need and only acquire
them, not needing to purchase them all, The ERP systems on the market
today have the same main structure, which is shown in the figure
traditionally a system, must integrate three of the following core modules to
belong to the ERP group; manufacturing, distribution ,finance, and human
resources.
At the heart of the ERP systems in the central database that draws from and
feeds it into a series of application supporting diverse company function .
Using a single database streamlines the flow of information throughout the
business.
E-retailing strategies of myntra
STRUCTURE OF ERP SYSTEM
E-retailing strategies of myntra
Central
Database
Reporting
applications
Financial
applications
Manufacturing
applications
Inventory
supply
applications
Human Resource
management
applications
Service
applications
Sales and
Delivery
applications
Employees
Sales force
and customer
service reps
Back office
administrators
and staffs
Managers and stake
holders
C
U
S
T
O
M
E
R
S

S
U
P
P
L
I
E
R
S

Employees
Sales force
and customer
service reps
CUSTOMER RELATIONSHIP MANAGEMENT
E-retailing strategies of myntra
CRM (customer relationship management) is an information industry term
for methodologies, software, and usually Internet capabilities that help an
enterprise manage customer relationships in an organized way.

E-retailing strategies of myntra
SALES FORCE
AUTOMATION
MARKETING
CAMPAIGN
MANAGEMENT
ANALYSIS
CUSTOMER
SREVICE &
SUPPORT
CRM
EMAIL
PHONE
WEB
FAX
PERSONAL
INTERACTION
PROCESS
E-retailing strategies of myntra
ELECTRONIC DATA INTERCHANGE (EDI)
EDI provides a standardized system for coding
trade transactions so that they can be
communicated directly from one computer
system to another.
EDI removes the need for printed orders and
invoices and avoids the delays and errors
implicit in paper handling.
EDI is used by organizations that make a large
number of regular transactions. Examples are
the large supermarket chains and the vehicle
assemblers which use EDI for transactions with
their suppliers
E-retailing strategies of myntra

Search
Negotiate
Order
Deliver
Invoice
Payment
After Sales
Pre-Sale
Execution
Settlement
After Sale
EDI
E-BUSINESS STRATEGIES OF MYTRA.com
OUTSOURCING
For a business, e-outsourcing is buying information technology products and
services that could be furnished in-house from one or a variety of sources on
the Internet.
PARTNERSHIP
IndoUS, IDG & Accel Partners.
LOGISTICS
Bluedart

E-retailing strategies of myntra
E-retailing strategies of myntra
INTRANET
Mailbox
QMS - Track quality in manufacturing parts with the same
integrated database as your manufacturing, accounting,
customer management and supply chain management
systems. This Software modules link directly to all your ERP
and manufacturing-related information such as RMAs, non-
conforming inventory, BOMs and much more with no
redundant data entry. Training Calendar
EXTRANET
SAP for Procurement.
WEBSITE
Official site -http://www.myntra.com/



Search
Negotiate
Order
Deliver
Invoice
Payment
After Sales
Pre-Sale
Execution
Settlement
After Sale
Internet
WEBSITE
E-retailing strategies of myntra
E-retailing strategies of myntra
SERVER
The Server is a computer system linked into the internet and that can
be accessed by the clients .

WEB SERVER
Software that takes requests from client browsers, searches the web
and passes back the resultant pages to the browser. The server
software will support TCP/IP. The server will, very probably, store a
number of home pages that are available to local users and other
internet users.
MAIL SERVER
Software that acts as a post office for the e mail system. Mail created
on the client sites is passed to the appropriate post-box within the
system or sent out over the internet to its intended destination. Mail
from outside is stored in post box files and uploaded to the users
machine when requested by the mail client. As with the web server,
the mail server uses TCP/IP for its Internet transmissions.

FIREWALL
Firewall is a mechanism used to protect a trusted network from an un trusted
network, usually while still allowing traffic between the two. Typically, the two
networks in question are an organizations internal (trusted) network and the (un-
trusted) internet. However , nothing in the definition of a firewall ties the concept
to the internet.
NEED OF FIREWALL
Some people try to get real work done over the internet, and others have
proprietary data they must protect. Usually, a firewall purpose is to keep the jerks
out of your network while still letting you get your job done. In a case where a
company policies dictate how data must be protected, a firewall is very important,
since it is the embodiment of the corporate policy. Firewall provides not only the
real security it often plays an important role as a security blanket for
management
E-retailing strategies of myntra
INTRANET & EXTRANET
Intranet and Extranet become an vogue. Intranet and extranet share the
common protocol( TCP/IP) and web technologies with the Internet.
Intranet is closed, business wide network-A web designed for the use by the
employees of an organization a private Internet. The Intranet can be used to
replace documents such as staff manuals, Internet telephone directories and
office notices. Their advantage is that they are always readily available and that
they can be easily updated.
Extranet is a private WAN running on public protocols. Some organizations have
web sited available on the internet but with access limited to account holders by
a password system; such a facility is called an Extranet .Extranets are used in
business to business trading where customers are required to have an account.
To assure security and privacy, an extranet relies on secured channel using
tunneling protocols and digital ID

E-retailing strategies of myntra
E-retailing strategies of myntra
WEBMASTER

Webmaster is responsible for the provision of web services for the organization. Responsibilities
include setting up and maintaining the server software and the home page for the organization..
CONCLUSION
E- Business signifies a complete new & profitable way to do business,
providing the all requirements as desired.
The Internet is equivalent to online world where all the resources are not
fully exploited and where customers may gain advantages. Here
corporations may upsurge their profits further and users may find the
desired product or service easily without stress of shopping around.
Customers keep coming back only if earlier shopping experiences have been
pleasant and successful. In this intricate business world, the e-retailing will
become tremendous business strategic concept. Most profitable method of
business process in coming decade to the textile and garment industries.

E-retailing strategies of myntra
REFERENCES

http://www.myntra.com/
http://retail.economictimes.indiatimes.com/news/e-tailing/myntra-explains-its-
one-hour-delivery-management-for-some-e-commerce-purchases/21950837
http://www.mxmindia.com/2012/07/well-continue-focus-on-customer-delight-
says-myntras-bansal/
http://onkarsule.files.wordpress.com/2012/08/erp2.pdf
http://www.velink.com/ERP%20Applications.html
http://searchcrm.techtarget.com/definition/CRM
http://www.answers.com/topic/electronic-data-interchange


E-retailing strategies of myntra
E-retailing strategies of myntra
http://www.investopedia.com/terms/c/customer_relation_management.asp
http://www.webopedia.com/TERM/C/CRM.html
http://ecommerceok.blogspot.in/2012/01/e-commerce-to-improve-supply-
chain-and.html
http://onkarsule.files.wordpress.com/2012/08/erp2.pdf
http://www.eservglobal.com/uploads/files/index.pdf
http://retail.economictimes.indiatimes.com/news/e-tailing/myntra-inks-pact-
with-uk-apparel-firm-raised-on-denim/25681656
http://www.business-standard.com/article/companies/e-commerce-cos-fighting-
on-delivery-time-113083100545_1.html
http://www.slideshare.net/ali_2009/erp-e-commerce
http://www.websitepipeline.com/
http://www.bluelinkerp.com/products/ecommerce-webstore-integrated-erp-
software.asp


E-retailing strategies of myntra
THANK YOU