ELECTRONIC COMMERCE, E-COMMERCE, CASE STUDY, ‎URGE PRET, INVENTORY MANAGEMENT, OUTLETS, ‎WAREHOUSE, SALES RECORDS, DEMANDS AND SUPPLIES, ‎TEAM PERFORMANCE, CUSTOMER SATISFACTION, ‎BUSINESS ADMINISTRATION, MANAGEMENT SCIENCE, ‎EDUCATION AND LEARNING,‎

1. ECOMMERCE INITIATIVE,
IMPLEMENTATION, AND EXECUTION FOR
URGE PRET
(Case Study)
Electronic Commerce (5576)
ASSIGNMENT # 2
HUMA WASEEM
ROLL # BR564185
COL MBA
AUTUMN SEMESTER 2019
Submitted to: S. M. Amir Shah
DEPARTMENT OF BUSINESS ADMINISTRATION
ALLAMA IQBAL OPEN UNIVERSITY ISLAMABAD
HUMA MALIK
2019

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CONTENTS
1. ABSTRACT . 1
2. INTRODUCTION 3
3. MAJOR CHARACTERS 6
4. COMPANY / ORGANIZATIONAL BACKGROUND . 6
5. INDUSTRY PROFILE / CONTEXT .. 7
6. CASE DILEMMA/ STORYLINE/ PRESENTATION . 8
7. MANAGEMENT AND OUTCOME .. 12
8. CONCLUSION 13
9. DISCUSSION .. 14
10. EXHIBITS 14
11. ACKNOWLEDGMENTS 15
12. REFERENCES . 15

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1. ABSTRACT
This case study was conducted on Ecommerce initiative, implementation, and execution to
enrich the trading, supplies of garments, and reaching the target customers of Urge Pret
(Urge) in Rawalpindi region and across Pakistan. They had been facing the various obstacles
in Urge operations in the region that included the retail outlet inventory management,
warehousing of the stock, customer relationships, and supplies. Initially, few months back
they had no outlets in the region and company was supplying their brand stock to the
outlets directly in the market to promote their brand and to meet the requisition
of the individual outlets. Later, with the
attraction and gradually their sales were getting more in the market. They were practicing the
manual system to manage the records of sales, warehouse, supplies, and trading in the
market. Due to diverse variety of the stock, all stock variety was maintained at each outlet.
Each outlet was managed by independent outlet individuals and their poor coordination
brought issues in timely availability of stock, and customers demand, replenishment of sold
articles, and launching of new arrivals created ambiguity in the inventory of each outlets.
Urge were in the need of own Outlets to excel in their sales and to recognize their brand
effectively. Urge management decided to move towards betterment of Urge and fewer
decisions were made to acquire Independent Urge Outlets, application based inventory,
supplies, sales, processes, and procedures with Ecommerce integration to develop and
implement solutions with centralized control to manage supplies, sales, customers demand,
and dispatch to customers. Urge acquired their brand outlets and initially had been practicing
the manual system that raised more issues to address them frequently till transition executed
to automate the system. Urge acquired application based solutions for centralized retail

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managements, warehouse management keeping in view Ecommerce based website integrated
with internal system to smooth the key areas of Urge in various steps. Urge hired their team
and automated their system with custom built solution that enabled Urge to manage the
inventories in outlets, in warehouse, sales records, demands and supplies, and outlet team
performance to exceed the customer satisfaction. At next stage later, Urge built their web
presence along with the Ecommerce solution to facilitate their customers with variety of Urge
products across Pakistan. Urge brand management drastically implemented various solutions
in very short time to enhance the breath of their brand reach to customers at competitive
prices. Urge is in the process of maturity of their Ecommerce presence in the market space.

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2. INTRODUCTION
This case study was conducted on Ecommerce desire, initiative, implementation, and
improvement to enrich the trading, supplies of garments, and reaching the target customers of
Urge Pret (Urge) in Rawalpindi region and across Pakistan. They had been facing the various
obstacles in operations in the region that included the retail outlet inventory management,
warehousing of the stock, customer relationships, and supplies. Initially, few months back
they had no outlets in the region and company was supplying their brand stock to the
of the individual outlets. Later, with the
attraction and gradually their sales were getting more in the market. They had long term plans
to promote and to recognize their brand in the market with their variety of garments include
Semi formals, luxury semi formals, casuals and accessories of garments for kids, women, and
young generation based on customers choices and trends in view of variety of social
gatherings. They acquired more shelves in outlets of individuals in the region and the same
approach of stock delivery was practiced for some time till the proper establishment of their
own outlets. They were practicing the manual system of paper work to manage the records of
warehouse, supplies, and trading in the market. Gradually, issues rose to shift the inventory
from one outlet to another outlet to meet the desired demand of the customers for any specific
product at any other outlet in the market. Inventory was maintained on the papers that created
ambiguity for any two outlets inventory sharing and shifting without any prior intimation at
higher level to meet the customers demand.
With the passage of time, Urge brand was getting more awareness in the market and their
sales were getting increased in the market. Urge acquired the regional warehouse to manage

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et. Warehouse and
supplies manager was hired to oversee the entire operations of the region that included the
brand, customer services, and warehousing of the regional stock. Manager visited each outlet
once a week to count and recheck the inventory of each outlet and the desired stocked
requirements for regional warehouse was maintained for the region. Due to diverse variety of
the stock, all stock variety was maintained at each outlet. Transportation of the stock from
warehouse to outlets was maintained under the direct supervision of the manager. However,
after the sales of the stock unit, again rose the issue of sharing inventory to meet the demands
of the customers. Each outlet was managed by independent outlet individuals and their poor
coordination brought issues in timely availability of stock, and customers demand,
replenishment of sold articles, and launching of new arrivals created ambiguity in the
inventory of each outlets. They were in the need of Urge Outlets to be operated by Urge
directly to excel in their sales and to recognize their brand effectively.
To overcome the obstacles to meet Urge goals, they revised their planning to make trade in
the market effectively keeping in view the ecommerce execution. Urge management decided
to move towards betterment of Urge and fewer decisions were made as below:
To acquire independent Urge outlets (Urge brand operated)
Application for inventory, supplies, and retail management with Ecommerce features
Develop and Implement Ecommerce website solution
Urge acquired their brand outlets in Centaurus and GIGA malls and started renovating them
to get ready for their customers. Urge hired their team for different departments and had been
practicing the same manual system to manage inventories in outlets, in warehouse, and sales

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records. Urge outlets were managed by outlet manager with manual documentation of
inventory requisition, sales records, and outlet operations on excel sheets, and reporting to the
head office till transition to application based solutions. All supplies of inventories were
directly delivered from Urge warehouse to the outlets based on respective requisitions
submitted. There were certain delays in the delivery of desired product to the customers in
process of replenishment of the inventory. It also created the difference of inventory and sales
records that were maintained at outlets. It was taking time to manage and streamline the
inventories and sales records at different outlets.
It became difficult for warehouse/supplies manager to manage outlets and warehouse
inventories, supplies, and sales records in efficient manner. Urge then initiated the automated
process and streamlined the procedures with the help of IT consultancy to built custom based
solutions to meet their all requirements to manage all outlets and regional operations through
retail management solution (RMS) and Inventory management solution (IMS). These
solutions started streamlining the inventories, sales, supplies to outlets, stock requisition and
started eliminating the inventory issues, sales records, and facilitated the customers easily at
large with all reports that enabled the management to manage the Urge efficiently. Trainings
were provided to outlets teams on customer dealings, handling issues, and outlet manager on
using RMS system to follow process and procedures for recording inventories, sales,
expenses, and reports generation. Following the management decision, management took step
to built Ecommerce website of Urge to facilitate their customers. Existing applications of
IMS and RMS were integrated with customer order management solution (COMS) and
demand, supply, and order dispatch solution (DSOS) and then integrated with ecommerce
website to facilitate the customers in marketplace and marketspace of relation B2C.

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3. MAJOR CHARACTERS
In this case study, Urge Pret (Urge) management were responsible to manage Urge Outlets,
application based inventory, supplies, sales, processes, and procedures with Ecommerce
integration to develop and implement solutions with centralized control to manage customers
demand, and dispatch to customers. Urge management included CEO and managers of
finance, supplies/warehouse and sales departmen
suggestions, and planning to execution roadmap, CEO took decision to streamline the
operations of Urge in the region that included the application based inventory, supplies, and
sales with ecommerce integration to facilitate the customers in the region and across Pakistan.
4. COMPANY / ORGANIZATIONAL BACKGROUND
Urge Pret was the dream of a person, qualified textiles background, to bring new attractive
designs with variety of cloths to introduce new trends, and to meet the latest trends and choices
of the buyers at competitive prices. Urge Pret was established in last year and was providing the
variety of custom designed garments with brand name of Urge. Urge include Semi formals,
luxury semi formals, casuals and accessories of garments for kids, women, and for young
generation having unique choices and trends in view of diversity of social gatherings. They
purchased Urge custom designed variety of garments from different production units to
facilitate their customers with unique variety of garments at very competitive prices.

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5. INDUSTRY PROFILE/CONTEXT
Urge Pret was a small company that provided the variety of custom designed finished
garments with brand name of Urge in the marketplace and marketspace. Urge Pret belongs to
textile industry and design their unique variety of garments with variety of fabric collections
and get them in finished garments with the help of garments production units. Urge brand
designed their unique designs for Semi formals, luxury semi formals, casuals and accessories
of garments for kids, women, and for young generation. Their brand name was started
emerging in the market last year and was getting the encouraged response from their
customers. Urge was operating their outlets in the markets and now had entered in the
marketspace as well to facilitate their customers across Pakistan.

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6. CASE DILEMMA/ STORYLINE/ PRESENTATION
This case study was conducted on Ecommerce desire, initiative, implementation, and
improvement to enrich the trading, supplies of garments, and reaching the target customers of
Urge Pret (Urge) in Rawalpindi region and across Pakistan. They had long term plans to
promote and to recognize their brand in the market with their variety of garments for kids,
women, and young generation based on customers choices and trends in view of variety of
social gatherings. Urge started their outlets in the Rawalpindi region to facilitate their
customers. Gradually, increased demand and the scope of the company to facilitate the
market across Pakistan, Urge management took various steps to target the marketplace and
marketspace. To meet Urge goals, management planned to make trade in the market
effectively keeping in view the ecommerce execution. Urge decided to transform their
internal system with multiple applications gradually that later became the part of their
ecommerce solution to facilitate the customers and to manage the internal processes and
procedures.
Initially, Urge acquired and implemented Inventory Management Solution (IMS) and Retail
Management Solution (RMS) to streamline their inventory, sales operations along with their
accounting. IMS and RMS were integrated to identify the inventory required at outlets,
inventory available with Urge, desired inventory for outlets based on sales executed at
outlets. These solutions overall streamlined Urge processes and procedures with all
accounting information. IMS was managing the information but still there were
certain limitations to calculate the demand of Urge to purchase. Later, Urge acquired and
implemented demand, supply, and order dispatch solution with enhanced features to enable
them to manage Urge demand, purchases, and supplies to Urge warehouse. To bring

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existence in the marketspace, Urge developed their ecommerce website and implemented
customer order management solution (COMS). All applications were integrated in very short
time and Urge all operations got centralized. Customer order management solution facilitated
the customers whoever visit their website at www.urge.pk and once decided to purchase,
could make purchases easily across Pakistan. Now, Urge had attained presence in market
place with outlets in GIGA and Centaurus malls along with the presence in marketspace. All
integrated applications worked intelligently with website that comprises a complete
ecommerce solution as well as a complete solution to Urge to manage purchases, sales,
inventory, customer demands, dispatch to customers along with all accounting information.
Urge ecommerce solution consisted website integration with applications below:
Integration with Customer Order Management Solution (COMS)
Centralized integration with Inventory Management Solution (IMS)
Integration with Demand, Supply, and Order Dispatch Solution (DSOS)
Centralized Integration with Retail Management Solution (RMS)
Urge Ecommerce Execution Processes and Procedures
When customer visited Urge website, customer could visit all pages to identify variety of
garments to purchase. When customer selected variety of products available and added to
cart. CMOS receive the information from the customer. Once proceeded to finalize the
purchase, basic information was desired to provide to complete the order. When all desired
information, registration, and verification had been done, and order had been confirmed by
customer on website form, then payment option had to be selected.

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Fig.1 Urge website customer area
Fig.2 Online Order Processing
Payment Modes:
1. Customer had facility to make payment either through credit card or debit card but at
this phase this option was disabled to bring payment procedures in compliance with the
regulatory bodies.
2. Payment through cash facility was active with the procedure to collect cash at the time
of order delivery after confirmation. Delivery of order was within 7 business days after
confirmation.

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Fig.3 Order to Cash cycle
Once payment mode was selected and order completed, automated system generated
information will be sent to customer email to verify. Once order confirmation verified and
finalized, order information sent to RMS that customer had purchased and sales had been
executed on website. It brought the impact of sales in other integrated applications RMS and
IMS. Sales price recorded in RMS under category of online sales and reduction in inventory
recorded in IMS. Order then forwarded to DSOS to record the demand with all desired
information and at the same time forwarded to Order dispatch to physically collect the order
from inventory and to pack the order. Once internal confirmation of Urge had been done,
customer order was dispatched to customer. On the delivery of order to customer, payment
will be collected.

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7. MANAGEMENT AND OUTCOME
Urge management evaluated all the process and procedures to emerge in region properly
along with presence on web to facilitate customers across Pakistan. They redefined the
process and procedures to streamline the sales, purchases, inventory issues, centralized stock
management, and distribution of the inventories to outlets and sales management by
implementing the custom built application. They installed RMS (Retail Management
Solution) at all outlet systems and with the centralized control at head office integrated with
IMS (Inventory management Solution) to stream line all work areas gradually keeping in
view the ecommerce implementation with centralized control. All inventory requisitions from
outlets, stock issued to outlets, sales of each outlet were then controlled by centralized
managed application IMS. It also streamlined the procedure to shift inventory from one outlet
to another outlet by returning one outlet inventory to warehouse and then issuing the same
inventory to another outlet to meet the demand of the customers at other location of the
region easily. It also streamlined the sales, and inventory availability at every Urge outlet.
Later, website was developed and integrated with two more applications Customer Order
Management Solution (COMS) and Demand, Supply, and Order Dispatch Solution (DSOS).
Urge got presence in marketspace to facilitate customers across Pakistan with their all
centralized integrated applications with website comprises ecommerce solution to customers.

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8. CONCLUSION
Urge Pret established the brand Urge in the market place by acquiring the outlets in the
region. To facilitate the customers across Pakistan, Urge desire enabled them to gradually
built applications to smooth every area of operations and to connect with web-based solution
to meet the desire of Ecommerce to enrich the trading, supplies of garments to facilitate
customers across Pakistan. To overcome the obstacles to meet Urge goals, they revised their
planning to make trade in the market effectively keeping in view the ecommerce execution.
Urge management decided to move towards betterment of Urge and fewer decisions were
made and executed.
Acquired independent Urge outlets
Implemented Inventory Management Solution (IMS)
Implemented Demand, Supply, and Order Dispatch Solution (DSOS)
Implemented Retail Management Solution (RMS)
Developed and Implemented Ecommerce website and Customer Order Management
Solution (COMS)
Centralized integration of website, COMS, DSOS with IMS and RMS
Urge Ecommerce solution was an integration of multiple applications implemented in
different steps gradually to manage and improve the trading system.
All applications made all processes and procedures of sales, purchases, inventory,
accounts, and dispatching orders in systematic order that enhanced the Urge scope in
the market.

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9. DISCUSSION
It was important to automate the system earlier or very soon keeping in view the
technological evolvement in the market competition. However, there were certain limits of
the team available with the region to deal with the customers to facilitate them. Urge
management evaluated all the process and procedures to emerge in region properly along
with presence on web to facilitate customers across Pakistan. They redefined the process and
procedures to streamline the records of sales, purchases, inventory and customer services by
implementing the custom built applications. Urge gradually acquired and implements
applications to meet Urge desire to enable the efficient and effective internal system with all
stakeholders. All integrated applications worked intelligently with website that comprises a
complete ecommerce solution as well as a complete solution to Urge to manage purchases,
sales, inventory, customer demands, dispatch to customers along with all accounting
information.
10. EXHIBITS
Three figures had been used in the case study. Only Operational process and procedure of Urge
were discussed; and improved processes and procedures implemented were discussed. Urge
management planning gradually enabled them to built Urge presence in the marketspace with
B2C solution fully integrated with Urge internal system.

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11. ACKNOWLEDGMENTS
I would like to thank you Mr. Muhammad Amir, Manager Finance with Urge Pret. He guided
and briefed me the Urge challenges, decisions to overcome obstacles and effective solutions
implemented to improve the Urge functional areas along with Web presence to serve the
customers across Pakistan.
12. REFERENCES
Urge Pert. (2020). Retrieved from www.urge.pk
Muhammad Amir, Manager Finance