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    In Basket Exercise

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    Shantoshri Sikdar
    Ananth Narayanan was appointed CEO of Myntra in 2015 to address operational and logistical challenges. As his first steps, he met with various department heads to understand Myntra's organizational structure and key issues regarding technology, supply chain, customer support, engagement, finance, product development, and HR. In August, he continued interacting with department heads for a month to gain an overview of Myntra's operations and strategy challenges in competing with other ecommerce companies.

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    In Basket Exercise

    Uploaded by

    Shantoshri Sikdar
    166 views3 pages
    Ananth Narayanan was appointed CEO of Myntra in 2015 to address operational and logistical challenges. As his first steps, he met with various department heads to understand Myntra's organizational structure and key issues regarding technology, supply chain, customer support, engagement, finance, product development, and HR. In August, he continued interacting with department heads for a month to gain an overview of Myntra's operations and strategy challenges in competing with other ecommerce companies.

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    In Basket Project

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    Ananth Narayanan was appointed CEO of Myntra in 2015 to address operational and logistical challenges. As his first steps, he met with various department heads to understand Myntra's organizational structure and key issues regarding technology, supply chain, customer support, engagement, finance, product development, and HR. In August, he continued interacting with department heads for a month to gain an overview of Myntra's operations and strategy challenges in competing with other ecommerce companies.

    Copyright:

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

    In Basket Exercise

    Uploaded by

    Shantoshri Sikdar
    Ananth Narayanan was appointed CEO of Myntra in 2015 to address operational and logistical challenges. As his first steps, he met with various department heads to understand Myntra's organizational structure and key issues regarding technology, supply chain, customer support, engagement, finance, product development, and HR. In August, he continued interacting with department heads for a month to gain an overview of Myntra's operations and strategy challenges in competing with other ecommerce companies.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
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    Ananth Narayanan was appointed CEO of Myntra in 2015. He has deep expertise in driving performance improvement and product development from his experience at McKinsey. Some of the operational/logistic challenges faced by e-commerce companies in India include lack of standard postal addresses, inaccessibility of towns, and high costs of logistics and return shipments.

    Some of the challenges included operational/logistic challenges related to last mile delivery in India as well as struggling to compete with other e-commerce companies on factors like price, shipping and customer experience/loyalty.

    Logistical challenges in India include lack of standard postal addresses, thousands of towns that are not easily accessible, high costs of logistics and returns. E-commerce sellers also struggle to provide free shipping while maintaining low prices and market share.

    CBHRM PROJECT

    Topic- Inbasket
    Faculty- Prof. R K Premarajan
    Batch- PGCHRM 27

    SI. Name SID/SMS ID Center


    11

    The Scenario

    Introduction to Ananth Narayanan: Ananth Narayanan was the Chief Executive Officer at myntra, the
    country’s largest online platform for fashion and lifestyle products. He leads the team with a dedicated
    mission to disrupt and transform the way fashion is sold and consumed in the country.

    It was 2015, Ananth was called by myntra for CEO role when Mukesh Bansal has decided to quit.
    Management of myntra was very much confident about Ananth’s capability as he is a featured as one
    of “India’s Hottest 40 under 40 Business Leaders” in 2014, he has deep expertise in driving performance
    improvement and product development. He started his career with Mckinsey & Company where he
    worked for 15 years across four offices (Chicago, Shanghai, Taipei, and Chennai) and he leverages his
    vast experience and knowledge from years in consultancy and managing operations to mentor start-
    ups. With his financial acumen and marketing insights, he has helped startups create systems and
    processes, build stakeholder communities, effectively reach out to markets and scale up their business.
    A person with a strong commitment to building an entrepreneurial environment in the country, Ananth
    has helped shape many a new enterprise from seed stage to commercial success. He is also a speaker
    at various summits organized by premier institutes such as The Economist, Harvard Business School,
    University of Michigan among others.

    Operational/Logistic Challenges: The logistics challenge in India is not just about the lack of
    standardization in postal addresses. Given the large size of the country, there are thousands of towns
    that are not easily accessible. Metropolitan cities and other major urban centers have a robust logistics
    infrastructure. But since the real charm of the Indian market lies in its large population, absence of
    seamless access to a significant proportion of prospective customers is a dampener. The problem with
    logistics is compounded by the fact that cash on delivery is the preferred payment option in India.
    International logistics providers, private Indian companies, and the government-owned postal services
    are making a valiant effort to solve the logistics problem. If myntra could convert the sheer size of the
    problem into an opportunity, myntra might soon hear of a great success story coming out of the Indian
    logistics industry.
    Even, when a product is returned, whether due to a dissatisfied customer or damaged product, the
    business suffers a heavy loss in shipment and reputation. Logistic and shipping costs have always been
    problematic to e-commerce sellers delivering their product for free.

    The Struggle of competing with other ecommerce companies: Online merchants frequently compete
    on price, shipping, launching a new brand, creating new customer & maintain their loyalty and
    customer experience. Plenty of sellers list the same products on their sites, but the prices may be
    different. They are vying to increase their market share by selling the product. Ultimately every online
    shopper expects free and fast shipping. And all that at a low price. Even, creating new customers &
    then maintaining them requires a massive effort. Best-designed website or mob application out there,
    without customer trust and loyalty, the business is bound to struggle.

    As a first step, he spoke to the Head HR of myntra to understand the organization chart and detailed
    organizational chart has been shared by HR dept. In his next step, he called a meeting of the Head –
    Technology, Head – Supply Chain, Head- Customer Support, Head- Customer Engagement & Success,
    Head – Finance, Head – Product Development & Head – HR on 7th August 2015 to discuss the
    organizational challenges. He continued to interact with all the heads until 1 month to get the overview.

    August Calendar:

    Sunday Monday Tuesday Wednesday Thursday Friday Saturday


    1
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    9 10 11 12 13 14 15
    16 17 18 19 20 21 22
    23 24 25 26 27 28 29
    30 31
    Organization Structure of myntra:

    Flipkart CEO

    Myntra CEO

    Chief – Chief- Chief- VP– VP-


    VP- Supply Customer
    Technology Product Finance Customer VP- HR
    Chain
    Officer Officer officer Engagement Support
    & Success

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