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Myntra Porter's value chain
The document discusses Myntra's value chain and supply chain framework. It describes Myntra's primary activities including inbound logistics, where it procures products from various brands. It also discusses operations like sorting, quality checking, and labeling products. Outbound logistics involves third party couriers delivering products. Marketing and sales and customer services are also core activities. Support activities mentioned include maintaining firm infrastructure, effective human resource management, leveraging technology, and efficient procurement processes.
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Myntra Porter's value chain
- 1. VALUE CHAIN ANALYSIS Group 6: Shubham Rathi Rohit Anand Akshansh Chaudhary Khyati Jain Pritichhanda Paltasingh Tijo George
- 2. SUPPORTACTIVITIES PRIMARY ACTIVITIES Firm Infrastructure Procurement HumanResource Management Technology Inbound Logistics Operations Outbound Logistics Marketing & Sales Service PORTER'S VALUE CHAIN
- 3. ABOUT US Myntrais an Indian fashion e-commerce company headquartered in Bengaluru, Karnataka, India. Myntra was founded in 2007 to sell personalized gift items later on in 2011 it got in Fashion & apparel industry. Myntra was established by Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena in February 2007. In May 2014, Myntra.com was acquired by Flipkart. In July, 2016 Myntra acquired their rival Jabong.com to become India’s largest fashion platform. Records 47% YoY Growth, 2.8M Orders Placed, 9M Products Sold. Overall, 50% of the total sales came from Tier 2 and 3 cities.
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- 5. Inbound Logistics Myntra procuresproducts of numerous brands such as Levi’s, Adidas, Nike, UCB etc. from respective factories or warehouses in bulk They also have Inhouse brands and oversee production themselves For eg: Roadster
- 6. Operations • Every itemreceived is counted, sorted, quality checked and labelled • Each item gets a product code and a unique ID no. to follow any traceability • All new Products are photographed and Dimensions recorded • As soon as an order is received Packaging and billing procedure takes place and the product is handed over to Outbound logistics team
- 7. Outbound logistics • Itis one of the critical activities for Myntra • They use 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 • In house Logistics Partner E-Kart
- 8. Marketing and Sales Itis a core activity of Myntra. Through proper marketing Myntra is creating awareness among customer & enhancing their online shopping experience. By looking at the popularity of Myntra we can conclude that Myntra is doing a much better job in Marketing & providing its services to customer.
- 9. Services • Try andbuy Service • Easy Return • Easy Exchange • Easy Refund • Exchange your old clothes and accessories, earn points and save on next Shopping
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- 11. Firm Infrastructure – Thebasic 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.
- 12. Human Resource Management- Myntrais 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.
- 13. Technology- Its technology allowsonline 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.
- 14. Procurement- It is importantfor 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.
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