Solution summary: Solutions for expansion plan: For expansion the advisory has suggested 5 phase expansion plan where early 6 months, advisory suggests DND to look after their problematic services and issues and solve those by the techniques given below to position themselves as a leader in existing market. After that there are various expansion plans mentioned which need to be followed strictly in the sequence, if organization feels that phase 3 should be started earlier then it can be done. The advice is given on the basis of the advisor’s background research and understanding. 1. Monetary and non-monetary incentives to delivery partners. 2. Live tracking 3. Adding more SKUs 4. Adding one more delivery option in evening 7-10 pm. 5. CDC (customer delivery code) for delivery. 6. Rating program for delivery partners. 7. 5 phase expansion plans for over 10-12 years. Solution for organizational culture: Advisory has suggested the organization to establish such organization culture which will do employer branding itself and need not to invest for it separately. The organization culture should be such that it promotes innovation, responsibility, joy, fun, caring, belongingness, goal oriented, customer centric, quick response and better and fast communication. 1. Training and development for better operational efficiency and excellency. 2. Quick response and communication among employees and customers too. 3. Decision making power to employees. 4. Flatter/horizontal organizational structure. 5. Monthly training sessions on work efficiency and work ethics. 6. ERP software for quick and transparent communication between employees. 7. Customer at the centre of the organizational goals and operations. 8. Health and yoga classes for all employees. Source: https://www.managementolympiad.org/nmo-2020-bcs/NMO-2187-chinmay-bhavke.html

1. ADVISORY
NOTE
EXPANSION STRATEGY
ORGANIZATIONAL CULTURE
- CHINMAY BHAVKE

2. TEAM
MEMBERS
RAHUL CHOUDHURY –LEADER
GAGANDEEP – GENERAL MANAGEMENT
NASEEF NAZAR NALAKATH – FINANCE
SHREYA GHOSH – IT & BUSINESS ANALYST
AISHIK BANERJEE –HUMAN RESOURCES
N PRAVEEN RAM –MARKETING
AMAY AGARWAL-BUSINESS ADVISORY
CHINMAY BHAVKE-BUSINESS ADVISORY

3. DAILY NEED DELIVERY LLP
• Startup by- Sam Malhotra & Rajish
Gupta
• established- 2017
• Operates in- Bengaluru, Delhi,
Hyderabad
• Industry- E-commerce
• Products offered- Milk, Curd, Paneer
• Number of employees- 90
• Delivery timing- 5am-8am
3

4. 4
EXPANSION STRATEGY
Concentration
strategy
Market expansion
strategy
Product expansion
strategy
Geographic expansion
strategy
Backward
integration
2020
2021
2022
2024
2026
5 Phase expansion plan

5. PHASE 1: CONCENTRATION STRATEGY
 Focus on existing market and existing
product
 Improve service quality
 Penetrating existing market
 Increase market share
 Achieve operational excellency
 Strengthen position in market
 Strategies to do so
 Customer delivery code
 Incentives and rewards to employees
 Live delivery tracking
 Rating to delivery personal
5

6. PHASE 2: PRODUCT EXPANSION
Expanding the product portfolio
Adding products to catalogues like
Eggs
Breads
Groceries
Bakery items
Cereals, etc
Delivery timing:
5am-10pm for non-subscribed products
5am-8am and 7pm-10pm for subscribed
products
Minimum basket size: 300 INR
6

7. PHASE 3: MARKET EXPANSION
Targeting new segment in same
market
Targeting B2B market
Targeting
Restaurants
Mess
Canteens
Hotels, etc
Bulk orders
Sourcing directly from manufacturers
7

8. PHASE 4: GEOGRAPHIC EXPANSION
Expanding full-fledge business in new
geographic areas
Expanding in two tier 1, one tier 2
and tier 3 cities each every year
Tier 1 cities: Mumbai, Kolkata, Pune
Tier 2 cities: Lucknow, Goa, Jodhpur
Tier 3 cities: Surat, Kochi, Nagpur
Advantages of tier 2&3 cities:
Low competition
Untapped market
Can be market pioneer
8

9. 9
No. of delivery
person/ per city
Salary Target/ day
Total minimum
deliveries
Total salary Cost/delivery
Tier 1 80 8000/- 25 delivery 2000 6,40,000 10.66
Tier 2 40 10,000/- 38 deliveries 1520 4,00,000 8.77
Tier 3 20 11,000/- 50 deliveries 1000 2,20,000 7.33
SALARY STRUCTURE FOR DIFFERENTTIERS
Increase in salary Increase in target
% change from tier 1 to tier 2 25% 50%
% change from tier 2 to tier 3 10% 33.33%

10. PHASE 5: BACKWARD INTEGRATION
10
Vertical integration through
backward integration
Manufacturing dairy products
Creating in-house brand
Plan to integrate backward
Takeover local dairy manufacturers
Contract manufacturing and packaging
of DND’s behalf

11. 11
Culture is defined as the sets of value, norms, behaviour, customs,
knowledge, beliefs, etc that prevails in and around your surrounding
environment
The culture of an organization depends of how the organization first
treats the employees and what they expect them to behave in
organization
Suggestion for organizational culture
joyful, helpful, creative, open, casual, yet responsible work culture
Speed in operations and decision making
ORGANIZATIONAL CULTURE

12. 12
Quarterly training and development
Work ethics, new trends, gender equality, work-life balance, stress management
Developing problem solving and analytical skills
Solve problems before getting bigger
Weekly yoga sessions
Stress buster, feeling of belongingness, bonding, etc.
Decision making powers to employees
Make employee more responsible and task oriented
ERP software
Transparent and quick communication, sharing of information
Flat/Horizontal org. structure
Fast decisions and ease of information transfer
WAYSTO DEVELOP GOOD ORGANIZATION CULTURE

13. 13
Customer centric approach
Customer at the center of every decision
Importance to employee’s family
Family insurance, outings with families, families in annual function
Essential accessories to delivery personnel
Bluetooth device to answer phone while riding, box instead of bags to reduce load from
delivery boys back
Relaxing/Playing zone
Strict policies for performance
To balance out so much of freedom
Leadership by example

14. 14
• “Palkhe jhapkao, order pao” (featuring speed of delivery)
• “ZatPat Fat Fat” (featuring speed)
• “It does exactly what it reads” (explaining the business)
• “Itna fress ki mann kare order karte jaye” (featuring USP and persuade to take
action)
• “Order karte jao” (action oriented, asks customers to order)
• “One stop for all your daily needs” (features the range and variety of products
offered)
• “Celebrate each order” (features the overall customer experience and
delight)
• “Delivers at the speed of light” (featuring the speed of delivery)
TAGLINES FOR DND

15. LOGO FOR DND
Logo describes the frame of reference that is e-
commerce industry with a cart in the centre and the
legs and handle forming letter ‘n’ and conveying the
name of the company DND. Colour blue shows trust
and colour orange shows excitement, enthusiasm,
and warmth.

16. SOCIAL MEDIA ADS
16
EAT DRINK DND
REPEAT
Quarantined? Don’t worry, your heroes on the way………
Safe and Hygienic Delivery Zatpat Fat Fat

17. THANKYOU!
cbhavke@gmail.com