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Flipkart SWOT & PESTLE Analysis

ID : 52221753| Nov 2019| 15 pages


Business Sector :Retail, E-commerce

Operating Geography :India

About Flipkart :

Flipkart is an e-commerce unlisted private company based in Bangalore, Karnataka. This online retail megastore was founded in 2007 by Sachin Bansal and Binny Bansal and incorporated on 19 September, 2011. Despite being based in Bangalore, Flipkart is registered in Singapore. With its modest beginnings in selling books, Flipkart has today expanded to include a wide variety of goods. It was also the first e-commerce website to introduce the concept of cash on delivery, which is something that is endorsed by every e-commerce website in India today. In August 2018, US-based retail titan Walmart acquired a 77% controlling stake in the company for $16 billion. Co-founders — Sachin and Binny Bansal — have exited from overseeing the daily operations of the Company.
Flipkart’s mission is “to transform commerce in India through technology.”

Flipkart Revenue :

Over US $7.03 billion (INR 500 Cr) - FY ending March 30th, 2018
US $3.09 billion (INR 19,854 Cr) - FY ending March 30th, 2017

Competitive Analysis of Flipkart

The SWOT analysis for Flipkart is presented below:
1. Internal fleet helps in streamlining deliveries
2. Development of strong in-house brands
3. Exclusive tie-ups with established brands to attract customers
4. Robust line of acquisitions
1. Desperate to outbid Amazon
2. Rapid revenue jumps at the cost of staggering losses
3. Limited distribution channel reach
1. India’s growing logistics sector can provide a good ground to highlight its own fleet
2. Leverage the nationwide vibe of ‘Make in India’
3. Acquisition by Walmart
4. Launch of Video Originals to take on Amazon Prime video
5. Launch of in-house sports and fitness brand
6. Spin Off PhonePe to make it an independent entity
1. Amazon India, the formidable competitor
2. Introduction of the new GST bill
3. Unethical commercial practices
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Detailed SWOT Analysis of Flipkart



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1. India’s growing logistics sector can provide a good ground to highlight its own fleet: The Indian logistics industry is highly unorganized and fragmented, with a paltry 10 percent market share held by organized players. This sector thus has huge potential for growth with its current valuation of $160 billion expected to reach $215 billion by 2020. As India is poised to grow as a manufacturing hub, Flipkart can use the opportunity to start its own logistics arm Ekart as a 3PL provider to businesses in India. A report by investment bank Avendus shows that new-age logistics businesses are likely to become crucial for the start-up ecosystem which is expected to swell to $9.6 billion by 2020 from $1.4 billion in 2015. The Indian logistics sector is similarly expected to grow at a rate 8-10 per cent over the medium term according to the domestic rating agency ICRA. The Economic Survey 2017-18 has forecast that the introduction of GST will take the industry to US$ 215 billion in the next two years.

2. Leverage the nationwide vibe of ‘Make in India’: Flipkart has introduced goods (from electronics to apparels) manufactured by local businesses under its own private label. In this way, it has given opportunities to many homegrown local artisans, manufacturers and small business a platform to sell their products which otherwise would not have seen the light of the day due to dearth of financial support. The subsidies and tax benefits for Make-In-India products and favorable central government attention make this opportunity much more profitable and exciting.

3. Acquisition by Walmart: Flipkart saw almost 77% of its shares being acquired by Walmart in 2018, making the global retail giant a majority stake holder in the company. This $16 billion acquisition became the world's largest ever e-commerce acquisition and was based upon Walmart’s expectations that the Indian e-commerce market will see phenomenal growth in the upcoming years swinging from $38bn in 2017 to $200bn by 2027. This acquisition gave Walmart direct entry into the Indian e-commerce market. The deal also increased Flipkart’s valuation and took it up to more than $20bn. While Walmart gained entry into a high entry barrier market, the deal also emerged as a life saver for Flipkart who was fighting a losing battle with Amazon. In order to compete with the global giant, Flipkart was burning cash to give massive discounts during festivals in order to gain customers. The acquisition by Walmart earned Flipkart renewed financial strength as well as expertise in online groceries alongside a strengthened food supply chain.

4. Launch of Video Originals to take on Amazon Prime video: Flipkart has started its own original video content service, Flipkart Video originals in India in partnership with three production houses- Studio Next, Frames and Sikhya Productions. The Flipkart app now has a specific section designated to video content and includes offerings from players like Arre, Dice Media, TVF and Voot. Original content is not on offer as of now although it is a work in progress. The company hopes that Flipkart users will soon be able to avail product content in multiple languages. The launch of Flipkart Video Original has made Flipkart’s video streaming ecosystem complete and brought it in par with Amazon India that serves Prime Video content in India.

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Check Out Analysis of Other Relevant Companies

References used in Flipkart Analysis Report

1. Flipkart annual Report 2018 -

2. Flipkart two key units losses up 69%, revenue up 43% -

3. Flipkart Company Profile -

4. CAIT, CCI discuss 'unethical competition' by e-commerce firms -

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Flipkart SWOT & PESTLE Analysis - SWOT & PESTLE.COM

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In-text: (SWOT &, 2020)

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Flipkart SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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