Scribd Logo
Upload

Welcome to Scribd!

  • 490 views

    Group 2

    Uploaded by

    sharmisthahalder21
    Tashn.com is an ecommerce company in India that holds 26% of the fashion retail market share. It uses both inventory and marketplace models. The document discusses Tashn.com's merchandising strategy and recommendations for their upcoming end-of-season sale to gain a competitive advantage over competitors providing high discounts. Key stakeholders for Tashn.com include customers, competitors, sellers, and the government. The recommendation is for Tashn.com to focus on superior product quality, leverage their first-mover advantage, maintain a diverse product portfolio, and improve the customer experience.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Group 2

    Uploaded by

    sharmisthahalder21
    490 views3 pages
    Tashn.com is an ecommerce company in India that holds 26% of the fashion retail market share. It uses both inventory and marketplace models. The document discusses Tashn.com's merchandising strategy and recommendations for their upcoming end-of-season sale to gain a competitive advantage over competitors providing high discounts. Key stakeholders for Tashn.com include customers, competitors, sellers, and the government. The recommendation is for Tashn.com to focus on superior product quality, leverage their first-mover advantage, maintain a diverse product portfolio, and improve the customer experience.

    Original Description:

    taSHN CASE

    Original Title

    Tashn.com Group2

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Tashn.com is an ecommerce company in India that holds 26% of the fashion retail market share. It uses both inventory and marketplace models. The document discusses Tashn.com's merchandising strategy and recommendations for their upcoming end-of-season sale to gain a competitive advantage over competitors providing high discounts. Key stakeholders for Tashn.com include customers, competitors, sellers, and the government. The recommendation is for Tashn.com to focus on superior product quality, leverage their first-mover advantage, maintain a diverse product portfolio, and improve the customer experience.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    490 views3 pages

    Group 2

    Uploaded by

    sharmisthahalder21
    Tashn.com is an ecommerce company in India that holds 26% of the fashion retail market share. It uses both inventory and marketplace models. The document discusses Tashn.com's merchandising strategy and recommendations for their upcoming end-of-season sale to gain a competitive advantage over competitors providing high discounts. Key stakeholders for Tashn.com include customers, competitors, sellers, and the government. The recommendation is for Tashn.com to focus on superior product quality, leverage their first-mover advantage, maintain a diverse product portfolio, and improve the customer experience.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Retail

    Management
    Tashn.com: Developing
    Merchandising for a
    Competitive Advantage

    BY: Group-2

    PGP/22/031 MOHD DANISH AHMED

    PGP/22/043 RONI DUI

    PGP/22/101 SAYANTAN HAZRA

    PGP/22/281 SHARMISHTHA HALDAR

    PGP/22/282 JASMEET SINGH


    About the case

    Tashn.com, an inventory and marketplace based ecommerce company provides fashion and
    lifestyles products to the customers. Its product brand ranges from both international to domestic
    (private label) brands. It holds around 26 per cent of the fashion retail segment in the country. The
    company avoided employing its competitors strategy of providing high discounts to the customers
    but with other companies failing during their sale launch due to some glitches in the portal and also
    with the delivery glitches therefore the company wanted to experiment with their own sale season
    as “End of Reason sales”.

    The case talks on about various strategy the company adopted such as Merchandising plan, product
    and brand assortments and evaluation of sellers to develop a merchandise strategy that will provide
    a competitive advantage to the company.

    Stakeholders:

    1. Customers
    Customers were the main stakeholders of ecommerce industry and their preferences and
    buying behaviour changes quite frequently. Customers in the age group of 18 to 35 were the
    highest purchaser in online platform while 18 to 26 age group customers was likely to
    increase mostly in the upcoming years.

    2. Competitors
    Major competitors in the industry were Flipkart, Amazon India, Snapdeal and other players
    like Limeroad, Reliance retail Ltd., Aditya Birla Group. Flipkart, Amazon and Snapdeal were
    the most competitive in the market with spending millions of dollars in order to provide
    better discounts to the customers.

    3. Sellers
    Most of the ecommerce company apply marketplace strategy in order to cater to almost all
    the needs of the customers. While company like Tashn.com follows both inventory based
    and marketplace strategy and these sellers went through a scrutinized process before
    partnering with the companies.

    4. Government
    Government played major role in allowing 100 per cent Foreign Direct Investment in
    ecommerce sector.

    Analysis and recommendation for Tashn.com on increasing their sales

     Superior product and services quality can help Tashn.com Merchandising to further
    increase its market share as the current customer are extremely loyal to it.
     First Mover Advantage – Tashn.com Merchandising has first mover advantage in
    number of segments. It has experimented in various areas Competitive strategy, Sales.
    The Sales & Marketing solutions & strategies have helped Tashn.com Merchandising
    in coming up with unique solution to tap the un-catered markets like tier 3 cities.
     Diverse Product Portfolio of Tashn.com Merchandising – The products and brand
    portfolio of Tashn.com Merchandising is enabling it to target various segments in the
    domestic market at the same time. This has enabled Tashn.com Merchandising to
    build diverse revenue source and profit mix.
     Customer Dissatisfaction – Even though the demand for products have not gone down
    but there is a simmering sense of dissatisfaction among the customers of Tashn.com
    Merchandising. It is reflected on the reviews on various on-line platforms. Tashn.com
    Merchandising should focus on areas where it can improve the customer purchase and
    post purchase experience.
     E-Commerce and Social Media Oriented Business Models – E-commerce business
    model can help Tashn.com Merchandising to tie up with local suppliers and logistics
    provider in international market. Social media growth can help Tashn.com
    Merchandising to reduce the cost of entering new market and reaching to customers at
    a significantly lower marketing budget. It can also lead to crowd sourcing various
    services and consumer-oriented marketing based on the data and purchase behavior.

    You might also like