This report on an online shopping mall, previously this company was working with other name than BELISCITY.COM and now a days working with the name gulfdealz.com. I worked online on this report Most of the part of this report is on observational basis by viewing their website online continuously each and every portion day to day, their delivery of goods, web structures, add post on web courier service, it was thought provoking regarding strategies while developing strategies for online company.

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Acknowledgement
I would first of all like to thank Allah for the strength, patience and perseverance without which I
could never have completed this report.
Then I’d like to take this opportunity to thank my teacher Mr.Zafer Mannan for providing me an
opportunity to look in to this window of Beliscity.com.
In fact, this report couldn’t have been without the assistance of online service of Beliscity.com,
who provided me all type of assistance for completing this report.
Also, a deep and sound understanding developed during the course of Strategic management
enlightened me to write it. Such courses are mandatory and should be the core course for every
MBA program in Business Schools.
Regards,
Abdul Ghani

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Table of Contents
Introduction..................................................................................................................... 4
4 Ways To Shop .............................................................................................................. 5
Vision.............................................................................................................................. 6
Mission Statement ........................................................................................................... 7
Our Philosophy................................................................................................................ 8
Order Flow ...................................................................................................................... 9
The E.F.E. Matrix.......................................................................................................... 10
The I.F.E. Matrix........................................................................................................... 10
The I.E. Matrix.............................................................................................................. 11
S.W.O.T. Analysis......................................................................................................... 12
S.W.O.T. Matrix............................................................................................................ 12
Strategies After S.W.O.T. Analysis ............................................................................... 13
The B.C.G. Matrix......................................................................................................... 14
Competitive Profile Matrix............................................................................................ 15
Space Matrix ................................................................................................................. 16
Calculation of Space Matrix .......................................................................................... 17
The Grand Matrix.......................................................................................................... 18
The Grand Matrix (Strategies) ....................................................................................... 19
The Q.S.P.M. Matrix ..................................................................................................... 20
The Strategic Implementation........................................................................................ 21
The Strategy Evaluation................................................................................................. 22
Recommendations ......................................................................................................... 23
Conclusion .................................................................................................................... 24

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Introduction
It’s online shopping web site, Founded in 2001 by Abid Beli, Beliscity.com is the leading online
shopping mall in Pakistan offering a huge range of products from the world's leading
manufacturers to thousands of retail and corporate customers across the globe. Our customers are
privileged with a quick, easy and reliable way of buying the products they want, at the most
competitive prices with direct delivery to their door FREE of cost in Pakistan.
Currently Beliscity.com retail website now has an assortment of over 40,000 products including:
 Mobile Phones
 Music
 Laptops
 Electronics
 Computers
 Networking
 USB Devices
 Toys & Games
 Tools and Hardware
 Grocery Store
 Beauty & Fragrance
 Gifts to Pakistan
 Books & Magazines
 Designer's Shop and a whole lot more.

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Online
Send us an email or browse our website.
Our online store has over 40,000 items at your fingertips. Just browse your favorite product,
add them to the shopping cart, complete the order and we will do the rest! Order 24/7.
By Phone
Sometimes a live purchase is convenient. Our highly trained representatives in our call centers
are available to take orders and answer questions. It’s an easy way to shop, and we guarantee
the safety of your personal information when you order from us.
In Karachi, Pakistan In Lahore, Pakistan
10 AM to 7 PM (Mon-Sat)
+92 (21) 35306993-95 (3 lines)
+92 (21) 35303059
10 AM to 7 PM (Mon-Sat)
+92 (21) 37032589
By SMS
Send an SMS to the numbers below and our sale representative will get in touch you. Standard
SMS charges apply.
In Karachi, Pakistan In Lahore, Pakistan
00.92.321.9204942 00.92.321.4020380
In Store
In Karachi, Pakistan In Lahore, Pakistan
M18, Mezzanine Floor, Yusuf Grand Square, Block 8,
Clifton, Karachi, Pakistan
Phone
10 AM to 7 PM (Mon-Sat)
+92 (21) 35306993-95 (3 lines)
+92 (21) 35303059
30-D / 14 LG, AL-Raheem Business Centre, PIA Main
Boulevard, Lahore Pakistan
Phone
10 AM to 7 PM (Mon-Sat)
+92 (42) 37032589

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Vision
People can find and discover anything they want to buy online.

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MISSION STATEMENT
To provide “The Fun Shopping” experience. Total patron responsiveness
is our key value that place clientele at the core of our success.
Preserving their trust and venerating their self-reliance is achieved
with prompt indulgence, accentuating on quality and value, beyond
supposition.

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Our Philosophy
Happy, Happy, Happy and satisfied customers.

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Order Flow
(Here is what happens after you place an order with us)

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External Factor Evaluation Matrix
Opportunities Weight Rating
Weighted
Score
Generation Of Advertising Revenue. 0.15 4 0.6
Co / Cross Branding With Market Leaders. 0.15 4 0.6
Expansion Of It Sector. 0.1 3 0.3
Emerging E-Shopping Exposure In Pakistan. 0.1 3 0.3
Threats
Rising Competitors. 0.2 4 0.8
Losing Customer-Base Each Day. 0.1 2 0.2
Declining Sales. 0.05 1 0.05
Unable To Cop Up With Dynamic Web
Changes.
0.15 2 0.3
TOTAL 1 3.15
Internal Factor Evaluation Matrix
Strengths Weight Rating
Weighted
Score
Pioneer In Web Stores. 0.15 4 0.6
Customer Responsiveness. 0.15 4 0.6
Strong Financial Backup. 0.2 3 0.6
Popularity In Pakistan. 0.1 3 0.5
Reliability & Integrity. 0.1 3 0.3
Weaknesses
Inability To Convert Queries Into Sales. 0.1 1 0.1
Low Rate Of Online Buyers. 0.1 2 0.3
No Product Demo. 0.1 2 0.1
Lack Of Managerial Control. 0.1 2 0.2
TOTAL 1 3.3

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I.E. matrix
4
I II III High
3.15
Grow And Maintain
E.F.E.
3
IV V VI Medium
Build And Harvest
2
VII VIII Ix Low
1
Hold And Divest
4 3 1 IFE Score

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S.W.O.T. Analysis
Strengths Weakness Opportunity Threats
Pioneer in Web Store.
One Stop Shop.
Customer responsiveness.
Popularity in Pakistan.
Strong Financial Backup.
Reliability & integrity.
Inability to convert
queries into sales.
Low rate of online
buyers.
No product demo.
Lack of managerial
control.
Generation of
advertisement revenue.
Co / cross branding
With market leaders.
Expansion of ITsector.
Emerging E- shopping
exposure in Pakistan.
Rinsing competitors.
Losing customer
base each day.
Declining sales.
In able to cop up
with dynamic web
changes on daily
basis.
S.W.O.T Matrix
Threats Opportunities Weaknesses Strengths
T1) Rising
Competitors.
T2) Losing Customer-
base each day.
T3) Declining Sales.
T4) Unable to cop up
with dynamic web
changes on daily
basis.
O1) Generation of
Advertising Revenue.
O2) Co / Cross
Branding with Market
Leaders.
O3) Expansion of IT
sector.
O4) Emerging E-
Shopping exposure in
Pakistan.
W1) Inability to
convert queries into
sales.
W2) Low Rate of
Online Buyers.
W3) No Product
Demo.
W4) Lack of
Managerial Control.
S1) Pioneer in Web
Stores.
S2) Strong Financial
Backup.
S3) Customer
Responsiveness.
S4) Popularity in
Pakistan.

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Strategies After S.W.O.T. Analysis

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B.C.G Matrix
Star - ii
Backward, Forward or
Horizontal Integration
Market Penetration
Market development
Product Development
Question Mark - i
Market Penetration
Market Development
Product Development
Divestiture
Cash Cows - iii
Product Development
Diversification
Retrenchment
Divestiture
Dogs - iv
Retrenchment
Divestiture
Liquidation
High +20
High 1.0
Medium 0
Low -20
Low 0.0Medium 0.50

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Competitive Profile Matrix
Weight
Beliscity.com Symbios.pk
Ranking Total Ranking Total
Market Share 0.10 3 0.3 2 0.2
Quick Online Response 0.10 2 0.2 3 0.3
Number of Franchises 0.04 3 0.12 1.5 0.06
Generation of Advertising Revenue 0.04 0 0 0 0
Delivery Time (in hour) 0.07 3 0.21 1.5 0.105
Range of products 0.09 3 0.27 3 0.27
Government Influence 0.02 1 0.02 1 0.02
Ways of Order 0.05 3 0.15 2 0.1
Ordering Cost 0.10 4 0.4 4 0.4
Relationships with courier services
0.07
3 0.21 4 0.28
Relationships with Banks
0.07
4
0.28
4
0.28
Web Site’s Appearance /User
Friendliness
0.15 3.5 0.525 2.5 0.375
Descriptions About Products 0.10 4 0.4 4 0.4
Sum Total Attractiveness 1 3.085 2.79
Range of Rating = 1 - 4

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-6 -5 -4 -3 -2 -1 +1 +2 +3 +4 +5 +6
Space Matrix
FS
Conservative Strategies Aggressive Strategies
CA IS
Defensive Strategies Competitive Strategies
ES
+6
+5
+4
+3
+2
+ 1
-1
-2
-3
-4
-5
-6
Backward, Forward or
Horizontal Integration
Market Penetration
Market development
Product Development
Retrenchment
Divestiture
Liquidation
Market Penetration
Market Development
Product Development
Related Diversification
Backward, Forward or
Horizontal Integration
Market Penetration
Market development
Product Development
Diversification (Related
& Unrelated)

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Calculation for the Space Matrix
Financial Strengths (3 + 3 = 6/2 = 3)
Market Share 3
Number of Franchises 3
Environmental Stability (3.5 - 1 - 3 - 4 = - 11.5/4 = - 2.875)
Web Site’s Appearance /User Friendliness 3.5
Government Influence 1
Ways of Order 3
Descriptions About Products 4
Industrial Strength (0 + 3 + 4 = 7/3 = 2.33)
Generation of Advertising Revenue 0
Relationships with courier services 3
Relationships with Banks 4
Competitive Advantages (2 - 3 - 3 - 4 - 4 = - 16/5 = - 3.2)
Quick Online Response 2
Delivery Time (in hour) 3
Range of products 3
Ordering Cost 4
Ordering Cost 4
_________________________________
FS – ES = 3 – 2.875 = 0.125
IS – CA = 2.33 – 3.2 = -0.87
_________________________________

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THE GRAND MATRIX
RAPID GROWTH RATE
SLOW GROWTH RATE
STRONG COMPETITIVE FORCESWEAK COMPETITIVE FORCES
We are at
Quadrant 1

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Grand Matrix (Strategies)
Beliscity.com posses a strong competitive position and high market Growth, because its annual
growth in sales are more than 17% and could be located in Quadrant 1 and we suggest that
backward and forward integration is appropriate in this stage. As Beliscity.com cement already
signed MOUs with Telenor, Qubee, Wateen etc.
1. Market Penetration:
Currently Information Technology industry is at its peak. Especially after the advent of more
advanced products, a number of online buyers have increased. Moreover, keeping in view the
rising trend of IT and its exposure, I suggest Beliscity.com must go for market penetration.
Market penetration occurs when a company enters/penetrates a market with current products.
The best way to achieve this is by gaining competitors' customers (part of their market share).
Other ways include attracting non-users of your product or convincing current clients to use
more of your product/service (by advertising etc).
2. Market Development:
A market development strategy not only targets non-buying customers in currently targeted
segments but it also targets new customers in new segments. During last 10 years, the boom for
Web portals has drastically increased in Pakistan. In order to cater to the increasing demand of
new products and to develop new markets, Beliscity.com should increase its market in other
provinces, hence developing a market in a new geographical segment like N.W.F.P and
Baluchistan. Secondly, in order to support its brand identity, Beliscity.com should also develop
its market in Azad Kashmir region through Franchising.
3. Related Diversification:
They should start their own courier services in the major cities in order to post parsals to their
clients and as well as delivering of packets into the major cities.

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Q.S.P.M Matrix
Particulars Weight
Online Video & Physical
Outlet
Franchising & C.O.D
Facility
AS TAS AS TAS
Opportunities
Generation of Advertising Revenue 0.15 -- -- -- --
Co / Cross Branding 0.15 2 0.3 3 0.45
Expansion of IT sector 0.1 4 0.4 1 0.1
Emerging E-Shopping exposure 0.1 3 0.3 4 0.4
Threats
Rising Competitors 0.2 1 0.2 3 0.6
Losing Customer base each day 0.1 -- -- -- --
Declining Sales 0.05 2 0.1 3 0.15
Unable to cop up with dynamic changes 0.15 1 0.15 3 0.45
Strengths
Pioneer in Web Stores 0.15 -- -- -- --
Customer Responsiveness 0.15 -- -- -- --
Popularity in Pakistan 0.1 -- -- -- --
Strong Financial Backup 0.2 3 0.6 3 0.6
Reliability & Integrity 0.1 -- -- -- --
Weaknesses
Low Rate of Online Buyers 0.1 2 0.2 1 0.1
No Product Demo 0.1 -- -- -- --
Lack of Managerial Control 0.1 -- -- -- --
Sum Total Attractiveness 2.25 2.85

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THE STRATEGIC IMPLEMENTATION
 To start / sell franchises in Lahore & Peshawar till December 2011 and increase sales
with awareness to establish Beliscity.com as the premium E-Mall brand among the target
market.
 To implement the Cash on Delivery facility for all parts of Pakistan through Leopard
Courier Service till June 2011 and gain at least 75% market share in the e-mall
businesses.
 To bring Beliscity.com back on top of everyone’s mind by recurring promotional
campaigns.

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THE STRATEGY EVALUATION
Starting / Selling franchises in Lahore & Peshawar with provision of Cash on Delivery facility
can increase our business and help maintain our competitive edge over our competitors and can
provide value maximizing services to our esteemed clients.
There are no major changes in our strengths and weaknesses however the opportunity of
expansion in Web market is even further enhanced and the threat of emerging competitors will
be reduced through our related diversification business model / strategy.

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RECOMMENDATIONS
 Beliscity.com, despite of being the industry leader in web malls, still has not captured the
mind share and brand image in the target market as its competitor Symbios.pk has. The
reason being lack of publicity and advertisement. We should concentrate on the consumer
market through better promotional mix programs.
 Currently the prices of products available at Beliscity.com are not as competitive as they
are supposed to be. By cutting down the cost, especially administrative expenses, the
company can cut off the prices, adding up to well verse sales in return.
 Beliscity.com needs to implement contingency planning. Currently its role is a STAR in
the market but in future it is likely to be exposed to new entrants, weakening its current
market position. In order to cope with the future constraints, contingency plans should be
concentrated on.

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Conclusion
A huge Market Exist for the online shopping in Pakistan yet need to create
customer’s aptitude towards online buying by gaining trust of customers in
Pakistan.