IIA Company Analysis Project

E-COMMERCE INDUSTRY

Group Project By-

Angira Verma (PGFA2106)
Aditya Rajeev Garg (PGFA 2101)
Anushka Keshri (PGFA 2108)
Priyansha Purwar (PGFA 2140)
Raj Kumar Udit (PGFA2143)
Mohd Umar Ashad (PGFA 2134)

Introduction
Nykaa
Nykaa is an Indian origin e-commerce platform, headquartered in Mumbai. It was founded by
Falguni Nayar in 2012. It deals in beauty, wellness and fashion products across websites, mobile
apps and has 76 stores. It was valued at Rs85 billion making it the first unicorn startup owned by
an Indian women. It sells both domestically and internationally manufactured goods. The
company transitioned from a digital to an omni-channel model in 2015, and began selling things
other than beauty. It will sell over 2,000 brands and 200,000 products on its platforms by 2020.
Seed Funding and IPO
Nykaa has raised funds through numerous rounds of fundraising since 2012. It raised 100cr
(US$13 million) from Steadview Capital in March 2020, making it a unicorn startup.  Steadview
followed up with another 67 cr(US$8.9 million) fundraising round in May 2020. Through
secondary finance, two Bollywood actresses invested in a company. Alia Bhatt invested 4.95
cr(US$660,000) in July 2020, and Katrina Kaif invested 2.04 cr(US$270,000) in 2018. Fidelity
Investments, a worldwide asset management organization, investment in the business in
November 2020 after purchasing shares from an existing equity holder.
Nykaa filed a draught red herring prospectus with the Securities and Exchange Board of India in
August 2021 to raise money through an IPO. The SEBI gave the business approval for the IPO in
October 2021. The  IPO began on October 28th with a price range of $1,085-1,125 per share and
ended on November 1st, 2021. The IPO raised $5,352 cr(US$710 million) at a worth of US$7.4
billion after being over-subscribed 81.78 times. Nykaa went public on the NSE and BSE on
November 10, 2021, with an opening day price increase of 89.2 percent, making creator Falguni
Nayar India's richest self-made woman billionaire. Nykaa's stock hit a high of $2129 (US$28) on
the first day of trading, valuing the company at roughly $13 billion. Nayar had a net worth of
$7.7 billion after owning 53.5 percent of the company.
Amazon:
Amazon is a multinational technology company headquartered in the United States that
specialises in e-commerce, cloud computing, digital streaming, and artificial intelligence. It is
one of the Big Five firms in the United States' information technology industry, along with
Google (Alphabet), Apple, Meta (Facebook), and Microsoft. The firm has been recognised as
"one of the world's most powerful economic and cultural powers," as well as the most valuable
brand in the world.
Amazon is a large Internet-based retailer that offers books, music, movies, housewares,
electronics, toys, and a variety of other things, either directly or as an intermediary between other
stores and millions of customers. Its Web services business involves renting data storage and
processing capacity via the Internet, which is commonly referred to as "cloud computing." Its
online presence is so important that, in 2012, Amazon data centres handled 1% of all Internet
traffic in North America. In addition, the firm manufactures the market-leading Kindle e-book
readers. Its marketing of these devices has resulted in a tremendous increase in e-book
production, transforming Amazon into a key disruptor in the book-publishing sector.
On July 5, 1994, Jeff Bezos established Amazon from his garage in Seattle, Washington. It
began as an online bookstore but has now evolved to include gadgets, software, video games,
clothing, furniture, food, toys, and jewellery. Amazon surpassed Walmart as the most valuable
retailer in the United States in terms of market value in 2015. Amazon paid $13.4 billion
purchase Whole Foods Market in August 2017, expanding its physical retail base significantly.
Amazon Prime, its two-day delivery service, topped 100 million customers globally in 2018.

Zomato
Deepinder Goyal & Pankaj Chaddah founded it in 2008 as an Indian multinational restaurant
platform & food delivery company. It offers restaurant information, user reviews, menus, as well
as food delivery options from partner restaurant in selected cities. From 2019, the service is
available in 24 countries & over 10,000 cities. It was founded in 2008 as Foodiebay & later on
renamed as Zomato media Pvt. Ltd on january 18, 2010. It expanded across India in 2011 to
various cities like Mumbai, Delhi NCR, Bangalore, Pune, Ahmendabad and Chennai. It also
expanded its operations in international market in 2012, including various countries like Sri
lanka , UAE, Philippines, South Arica & UK. In 2013, the company expanded to Turkey , New
Zealand, Indonesia and Brazil. It debuted in Portugal in April 2014, with subsequent launches in
Lebanon, Ireland and Canada in 2015. The company acquired Seattle based food portal
Urbanspoon in 2015, allowing it to expand into the United States & Australia. Zomato's
expansion into the United States put it in direct competition with similar models like Yelp &
Foursquare. In February 2017, the organisation announced plans to launch Zomato Infrastructure
services, which will assist restaurants in expanding their presence without incurring any fixed
costs. Zomato announced in September 2017 that it had turned profitable in all 24 countries
where it operated & that it had implemented a zero-commission model for partner restaurants.
By not using moderators to verify& make updates, It stopped accepting updates from its active
users near the end of 2017. Users of the app reported problems with the app's new payment
features. Zomato cut its losses by 34% in the fiscal year 2016-17, to 389 crore from 590.1 crore
in the previous year 2015–16. In February 2018, Zomato was subtitled a unicorn. In September
2019, the company laid off nearly 10 percent of its workforce 540 people who worked on back-
end operations such as customer service, merchant and delivery partner support. In April 2020,
in response to rising demand for online groceries in the midst of the COVID-19 pandemic, the
company launched Zomato Market, a grocery delivery service in 80+ cities across India. It also
introduced Contactless Dining in April 2020 to prepare for a post-lockdown world by
eliminating the use of high-touch elements such as the menu, ordering, and bill payments all is
done by bar codes or the app and all the precautions are taken by the staff member. Zomato
received praise in August 2020 for implementing a period leave policy, which permits female
employees to take up to 10 days off per year if they are unable to work due to menstrual cycle
health effects. The policy also applies to transgender employees. It went public on July 23 2021,
with an initial public offering at a price range of Rs 72-76 per share. It approximately raised
US$16.7 million from Info Edge India between 2010 & 2013, giving Info Edge India a 57.9
percent stake in Zomato. It raised an additional US$37 million in November 2013 from Sequoia
Capital & Info Edge India. It also raised $250 million from five investors, including Tiger Global
Management, in February 2021, for a total valuation of $5.4 [Link] acquisitions of
zomato includes menu mania, [Link] & [Link], italian restaurant, urbanspoon ,
mekanistand, uber eats on 21 jan 2021 & grofers on 29 june 2021.

Swiggy:
Swiggy is the largest online company for ordering food and delivery to its customers at their
doorstep or their chosen [Link] company was founded in July 2014 with head office in
Bengaluru. Swiggy is at present operational in around 525 cities of India.
 Founded : July 2014
 Head quarter : Bengaluru
 Estimated profit : USD 500 Million approx Rs 3765 crs in 2020
 Operating Platform : iOS, Android
 Name of the Founders: Sriharsha Majety, Nandan Reddy, Rahul Jaimini.
 Industry: Online food ordering and delivery.
 Types of Services: Delivery of food, grocery online, courier services.
 Full form of Swiggy: SUGGI is spelt similarly in Kannada which means harvesting and
food festival.
 Swiggy revenue or business model are based on demand food orders and delivery
operations.
 It works as a bridge between different restaurants depending upon type of food demanded
and customers by technological platform in Single point of sale.
  Swiggy is India's biggest start up success story of 2018.

Flipkart:
Flipkart is an Indian e-commerce company, headquartered in Bangalore, Karnataka, India, and
incorporated in Singapore as a private limited company. The company initially focused on online
book sales before expanding into other product categories such as consumer electronics, fashion,
home essentials, groceries, and lifestyle products.
The service competes primarily with Amazon's Indian subsidiary and domestic rival Snapdeal.
As of March 2017, Flipkart held a 39.5% market share of India's e-commerce industry. Flipkart
has a dominant position in the apparel segment, bolstered by its acquisition of Myntra, and was
described as being "neck and neck" with Amazon in the sale of electronics and mobile
phones. Flipkart also owns PhonePe, a mobile payments service based on the UPI.
In August 2018, U.S.-based retail chain Walmart acquired a 77% controlling stake in Flipkart
for US$16 billion, valuing Flipkart at around $20 billion. Flipkart was founded in October 2007
by Sachin Bansal and Binny Bansal, alumni of the IIT, Delhi and
former Amazon [Link] company initially focused on online book sales with country-
wide shipping. Flipkart slowly grew in prominence and was receiving 100 orders per day by
2008. In 2010, Flipkart acquired the Bangalore-based social book discovery service WeRead
from [Link].

Uber:
Uber is a San Francisco-based American mobility-as-a-service company that operates in over 900 cities
across the world. It provides services such as ride hailing and meal delivery (Uber Eats and Postmates),
courier, package delivery, freight transportation, motorized sector and electric bicycle. Uber does not own
any vehicles and instead earns a 25% commission on each booking. Fares are stated in advance to the
consumer, but they change dependent on the local supply and demand at the time of the booking. Uber
had 101 million monthly active users worldwide in the second quarter of 2021. Uber has a 68 percent
market share in ride-sharing and a 26 percent market share in food delivery in the United States. Uber has
become so well-known in the sharing economy that uberisation, or the commoditization of service sectors
through the use of computing platforms, has been coined, and other firms have dubbed their services
"Uber for X." Uber has been chastised, like other comparable companies, for treating its drivers as gig
workers and independent contractors, disrupting taxicab operations, and increasing traffic congestion. The
corporation has been chastised for a number of unethical actions as well as failing to follow local
legislation.
Garrett Camp, a computer programmer and co-founder of StumbleUpon, and Travis Kalanick, who sold
his Red Swoosh firm for $19 million in 2007, established Uber as Ubercab in 2009.

Camp sought to discover a solution to cut the expense of direct transportation after he and his
buddies paid $800 on a private driver. He thought that splitting the cost with others would make
it more inexpensive, and his concept became Uber. Kalanick joined Camp and credits him with
"all credit for the Uber idea." Camp and his friends Oscar Salazar and Conrad Whelan
constructed the prototype, with Kalanick serving as the company's "mega adviser."
Financial Analysis:
Nykaa
Nykaa's, consolidated net profit of 1.2 cr for the third quarter of 2021. During the quarter, the
company's operating profit was 28 crore, with an EBITDA margin of 3.3 percent. Its revenue
from operations climbed by 47% year over year and 8% sequentially to Rs885 crore. Revenue
from marketing support increased by 68 percent year over year. Its revenue from operations
climbed by 47% year over year and 8% sequentially to Rs 885 crore. Revenue from marketing
support increased by 68 percent year over year. During the reporting period, the company's
consolidated Gross Merchandise Value (GMV) increased by 63 percent year over year and 10%
quarter over quarter to 1,622 crore. Beauty and personal care GMV increased by 38 percent year
over year to 1,185 crore, while fashion GMV increased by 215 percent to 437 crore.
Therefore Financial Summary of Nykaa is as follow for the financial year ending on year 2020:
Revenue / turnover of NYKAA E- RETAIL PRIVATE LIMITED is Over INR 500 cr
Net worth of the company has increased by 35.08 %
EBITDA of the company has increased by 124.28 %
Total assets of the company has increased by 68.91 %
Liabilities of the company has increased by 91.08 %
Operating Revenue Over INR 500 Cr
EBITDA 124.28%
Networth 35.08%
Debt/Equity Ratio -48.60
Total Assets 68.91%
Fixed Assets 64.18%
Current Liability 71.84%
Trade Receivables 91.08%
Trade Payable 48.62%
Current Ratio 100.07%

Amazon
[Link], Inc. sales grew 28 percent to $332.41 billion in the nine months ending September
30, 2021. Net income climbed by 35% to $19.04 billion. Revenues reflect a 19% increase in the
Online Stores segment to $156B, a 38% increase in the Third-Party Seller Services segment to
$73.05B, a 23% increase in the North America segment to $197.47B, a 35% increase in the
international segment to $90.52B, a 2% increase in Retail Sales to $12.39B, and a 2% increase in
Online Sales to $12.39B.

INCOME STATEMENT
 2021 2021 2021 2020
Period Ending: 30/09 30/06 31/03 31/12
Total Revenue 110812 113080 108518 125555
Cost of Revenue, Total 62930 64176 62403 79284
Gross Profit 47882 48904 46115 46271
Total Operating Expenses 105960 105378 99653 118682
Operating Income 4852 7702 8865 6873
Interest Income (Expense), Net Non-
-610 -62 -401 168
Operating
Gain (Loss) on Sale of Assets - - - -
Other, Net 73 994 1804 724
Net Income Before Taxes 4315 8634 10268 7765
Provision for Income Taxes 1155 868 2156 565
Net Income After Taxes 3160 7766 8112 7200
Minority Interest - - - -
Equity In Affiliates -4 12 -5 22
U.S GAAP Adjustment - - - -
Net Income Before Extraordinary
3156 7778 8107 7222
Items
Total Extraordinary Items - - - -
Net Income 3156 7778 8107 7222
Total Adjustments to Net Income - - - -
Income Available to Common
3156 7778 8107 7222
Excluding Extraordinary Items
Dilution Adjustment - - - -
Diluted Net Income 3156 7778 8107 7222
Diluted Weighted Average Shares 515 514 513 513
Diluted EPS Excluding
6.13 15.13 15.8 14.08
Extraordinary Items
DPS - Common Stock Primary Issue - - - -
Diluted Normalized EPS 6.13 17.76 18.88 21.31

BALANCE SHEET

2021 2021 2021 2020

Period Ending: 30/09 30/06 31/03 31/12
 Total Current Assets 138531 140848 121408 132733
Total Assets 382406 360319 323077 321195
Total Current Liabilities 123994 117792 115404 126385
Total Liabilities 261842 245516 219757 227791
Total Equity 120564 114803 103320 93404
Total Liabilities & Shareholders'
382406 360319 323077 321195
Equity
Total Common Shares Outstanding 503 506 504 503
Total Preferred Shares Outstanding - - - -

CASH FLOW STATEMENT

2021 2021 2021 2020

Period Ending: 30/09 30/06 31/03 31/12
Period Length: 9 Months 6 Months 3 Months 12 Months
Net Income/Starting Line 19041 15885 8107 21331
Cash From Operating Activities 24241 16928 4213 66064
Cash From Investing Activities -45574 -30746 -8666 -59611
Cash From Financing Activities 9391 12167 -3476 -1104
Foreign Exchange Effects -258 -59 -293 618
Net Change in Cash -12200 -1710 -8222 5967

2. Du Pont Analysis

  ROE = Tax × Interest × EBIT × Asset × Financia

Burde Burden Margin Turnove l
n r Leverag
e
Sep 30, 21.78
2021 % 0.85 0.95 7.15% 1.20 3.17
Jun 30, 25.64
2021 % 0.88 0.95 7.96% 1.23 3.14
Mar 31, 26.04
2021 % 0.86 0.95 7.83% 1.30 3.13
 Tax Interest EBIT Asset
ROA = Burden × Burden × Margin × Turnover
Sep 30, 6.87 = 0.85 × 0.95 × 7.15% × 1.20
2021 %
Jun 30, 8.17 = 0.88 × 0.95 × 7.96% × 1.23
2021 %
Mar 31, 8.33 = 0.86 × 0.95 × 7.83% × 1.30
2021 %

ROE = ROA × Financial Leverage

Sep 30, 2021 21.78% = 6.87% × 3.17
Jun 30, 2021 25.64% = 8.17% × 3.14
Mar 31, 2021 26.04% = 8.33% × 3.13

The DuPont analysis framework, pioneered by the DuPont Corporation, is a paradigm for
assessing basic performance that is now extensively used to evaluate the operational efficiency
of two similar organisations.
DuPont analysis is a valuable approach for decomposing the many sources of return on equity
(ROE).
There are two variants of DuPont analysis, one that uses dividing it into three phases and another
that uses five steps.

Zomato
Zomato plans to go public in July 2021 with an IPO worth more than 90 billion Indian rupees. In
fiscal year 2021, the company reported operating revenues of nearly 20 billion rupees Its current
share price is 159.95. As of FY21, the company's revenue was nearly Rs. 1,994 crore.
• Revenue increased 140.4 percent year on year in Q2FY22, owing to a rapid increase in the
number of online gross order values for Indian food delivery.
• However, due to higher opex, the EBITDA loss increased to Rs. 536cr (from Rs. 122cr in
Q2FY21). Adj. PAT also fell to a loss of Rs. 435cr (down from a loss of Rs. 138cr in Q2FY21).

INCOME STATEMENT

2021 2021 2021 2020

Period Ending: 30/09 30/06 31/03 31/12
Total Revenue 10,242 8444 6924.40 13,013.49

Cost of Revenue, Total 1104 744 725.42 1193.19

Gross Profit 9138 770 6198.9 11820.30
Total Operating Expenses 15984 12723 8798.36 18100.68
Operating Income -5742 -4279 -1873.9 -5087.1
Interest Income (Expense), Net Non-
25 -33 -439.28 -1994.46
Operating
Gain (Loss) on Sale of Assets -0.67 0.67 - -
Other, Net 1368 722 93.06 272.03
Net Income Before Taxes -4349 -3590 -1342.2 -6808.95
Provision for Income Taxes 0 17 0 13.04
Net Income After Taxes -4349 -3607 -1342.2 -6821.99
Minority Interest 53 45 34.08 2.04
Equity In Affiliates - - -
U.S GAAP Adjustment - - -
Net Income Before Extraordinary
4296 -3562 -1308.2 -6819.95
Items
Total Extraordinary Items - - - -
Net Income 4296 -3562 -1308.2 -6819.95
Total Adjustments to Net Income - - - -
Income Available to Common
4296 -3562 -1308.2 -6819.95
Excluding Extraordinary Items
Dilution Adjustment - - - -
Diluted Net Income -4296 -3562 -1308.2 -6819.95
Diluted Weighted Average Shares 7281.3 6360.7 7845.1 7845.1
Diluted EPS Excluding
-0.59 -0.56 -0.17 -0.87
Extraordinary Items
DPS - Common Stock Primary Issue - - - -
Diluted Normalized EPS -0.59 -0.56 -0.17 -0.87
 Consolidated FY21
Sales 1994
Growth% (23.5)
EBITDA (467)
EBITDA Margin% (23.4)
[Link] (488)
Growth% (78.3)
Adj EPS (0.9)
Growth% (82.3)
P/E n.m
P/B 8.3
EV/EBITDA n.m
ROE(%) n.m
D/E 0.0

Swiggy:
Below are the types of Financial statements of a company.
[Link] of Income
[Link] flow statements
[Link] sheet
[Link] to Financial statement
[Link] in equity statement.
The above statements provide information towards financial health of a company and the value
of the company. Basically Financial statement are written records that represent company
business activities and the financial performance during the accounting year. Swiggy has
reported three fold revenue increase annually. Revenue of this food delivery company has grown
2.8 times than last year.
Swiggy is not a public limited company hence they cannot publish their financial statements in
public domain. In other words the relevant and specific numbers of financial performance cannot
be released. Swiggy is a private ltd company hence not mandated hence the financial statements
are not published either quartely or annually.

 Dupont analysis: Its a financial ratio based on the return on equity ratio.
 Net profit margin×Asset turnover÷equity multiplier.
 Ratio analysis: The process of ascertaining the financial ratio that are used for giving
insights financial performance of a company like liquidity, profitability, ativity,debt,
solvency and efficiency. It compares line item data from Financial statements.
 Cost structure analysis: It represents each type of cost within an organization.
Breakdown of cost is required to find manufacturing cost of a product or service but all
types of resources are also accounted.
 Common size statement: Common size income statement in which each item is shown
as a percentage of the value of sales or revenue
 Comparative statement analysis: A document used to compare a particular financial
statement with prior period statement. Previous financials are provided along the latest
numbers in side columns for investors to identify trends and follow company progress.

Since swiggy does not publish results these ratios cannot be derived due to financial
statements not published by Swiggy.

Note by KPMG biggest audit firm has indicated discrepancy in swiggy accounting practices
in its audit report. The auditor has issued a qualified report when not convinced or has some
concern about company accounting practices and think it is against the law.

Flipkart:
Profit and loss of Flipkart Limited between financial year between 2014 and 2020

Cost structure analysis

Debt/Equity Ratio: 0.02
Return on Equity: -42.32 %
Operating Revenue: Over INR 500cr
EBITDA: 14.22 %

Income statement
INR FY, 2014 FY, 2019

Revenue 28.4b 309.3b

Revenue growth, % 43%

Net Inc
(4.0b) (38.4b)
Ome

The operating revenue of FLIPKART INDIA PRIVATE LIMITED is in the range of Over INR
500 cr for the financial year ending on 31 March, 2020

Marketing Analysis:
Nykaa
With its excellent marketing strategy, Nykaa is blooming and prospering in the beauty business.
Digital marketing is the cornerstone of Nykaa's marketing approach. Nykaa's main marketing
technique for attracting clients is online media. The company is not just targeting tier 1 cities
with its marketing initiatives, but is also addressing customers in tier 2, tier 3, and tier 4 cities.
 Social Media Marketing: Nykaa's 4 social media profiles are My Nykaa, Nykaa beauty
for advertising its e-commerce platform, Nykaa fashion for its e-commerce apparel store,
and Nykaa beauty book for providing audience with varied beauty and makeup ideas. To
promote its brand, the company uses a variety of social media platforms.
 You Tube Marketing: Nykaa youtube channel, the brand doesn't focus on selling its
item however offering consumable substance to its consumer segment, which includes
beauty, personal care tips etc.
 Content Marketing: Nykaa converts their target audience into customers by providing
them with a range of consumable material. Nykaa produces blogs on beauty, cosmetics,
and personal care on its own site, "Nykaa beauty book." It also makes videos on makeup
tutorial, DIY etc.
 Event Marketing: For the past three years, Nykaa has sponsored the prestigious Femina
Miss India pageant. Nykaa's brand value has grown through sponsoring one of India's
biggest beauty events.
 5 Million Brand Ambassador: Active users of the brand include Five million brand
ambassadors. The brand produces word of mouth, which is how the brand has amassed
such a large consumer base.
 Brand Endorsement and Collaboration: Jhanvi Kapoor was named the brand
ambassador and face of Nykaa in 2018. Masaba Gupta, a well-known fashion designer, is
yet another big name in the industry. Masaba has teamed with Nykaa to create a special
line called "Nykaa by Masaba," which features Masaba's design and printing of Nykaa
product packaging.
 Seasonal Discounts and Offers: Customers can take advantage of a variety of deals and
discounts. The Pink Friday sale is Nykaa's biggest event, with huge discounts on a variety
of brands in order to attract new customers and grow its sales and user base. In addition,
the Black Friday sale provides numerous discounts on a variety of products. Customers
can also participate in a Spin the Wheel contest for a chance to earn discounts on certain
brands.
Vision and Mission:
Vision- Bring inspiration and joy to people, everywhere, every day.
Mission - To create a world where our consumers have access to a finely curated, authentic
assortment of products and services that delight and elevate the human spirit.
Nykaa, according to the founder, should stand for "Women Empowerment." Nykaa aspires to
be a socially conscious brand by supporting various CSR initiatives on a regular basis.
Nykaa, like fashion and styles, aspires to incorporate beauty into current trends in the long
run.
Key Performance Indicators
 Payment Options- The store's payment options, such as supported cards, bank transfers,
e-wallets, invoices, direct debits, and so on.
  Shopping Software- The infrastructure chosen by the online store to complete
eCommerce transactions. Each shop's type of commerce platform is provided by Nykaa. 
 Distribution Channel- Determine market leaders' distribution routes by category and
country. Determine whether a company sells through brick and mortar, Amazon
Marketplace, eBay Marketplace, or any other channels.
 Shipping Service Providers- The eCommerce retailer's choose shipping service
suppliers for distributing their merchandise.
 Social Media Activity- On each of the company's social media accounts, activity scores
are displayed to show how frequently the company posts and how their audience reacts.
Philanthropy
During COVID-19, Nykaa partnered with PM Cares Fund to assist our country's population,
encouraging their consumers to donate to improve research, increase disaster management,
provide supplies to medical workers, and create capacity for swift emergency responses. The
company   matched the amount provided by their consumers, allowing them to support those
who were afflicted by the pandemic. During the second wave of the COVID-19 pandemic,
Nykaa donated to the 'Give India Foundation,' which helped hospitals in Maharashtra get
medical supplies. It helped to organizing the medical items in hospitals, such as N-95 masks,
PPE kits, sanitizers, and pulse oximeters.

BCG Matrix
Nykaa, A Passion for Beauty's BCG Matrix will assist Nykaa, A Passion for Beauty in
implementing business level strategies for its business units.
 Star- The financial services strategies unis fall under the star category of Nykaa. It will
help in earning more profits as this business unit has potential because it creates
maximum sales amongst the product portfolio. It has 20% Market share in this category
which makes it a market leader. The overall growth is expected to be approx. 5% in the
next 5 years.
 Cash Cows- The supplier management service is the cash cow as it has earned a
significant amount in revenue. The market share of Nykaa is increasing but the overall
market is declining as companies manage their supplies rather than outsourcing.
 Question Marks- the local foods business unit is the question mark for Nykaa.
According to recent trends it is observant that people are shifting towards local food,
however it is incurring losses in the past few years. Nykaa has low market share in
confectionary market.
 Dogs- Artificially flavored products, synthetic fiber and plastic bags business unit falls
under the dog category as this business has been facing loss since past 5 years.
Amazon
The five tactics that will benefit Amazon marketing strategy the most include:
  SEO- One of the most important marketing methods for Amazon merchants is SEO.
Amazon SEO is the process of optimising your product listings in order to improve their
ranking in Amazon search results. A better ranking equates to more sales. since 70% of
Amazon customers only look at the first page of Amazon search results They don't even
look at page two.
Follow these recommended practises to get started with Amazon SEO:
 Perform keyword research to identify suitable search phrases for your items.
 Include your core or major keyword in the headline of your product listing. Include your
core and associated keywords in the features and description of your product listing.
 Add high-resolution product photos to your listing. Choose acceptable and relevant
product categories for your items. Set competitive product price that takes into account
Amazon seller fees and other expenditures.
 PPC advertising- PPC advertising is a must-have Amazon marketing technique. Your
company's product listings will receive additional visitors as a result of Amazon
advertisements. Because Amazon provides a variety of targeting options, you can ensure
that your advertisements produce purchases by displaying them to the most relevant
buyers.
 User-generated content- User-generated content, or UGC, is a marketing strategy that is
increasingly being used by Amazon. It's also easy to see why. People trust one another
when making a purchase decision. According to one survey, 80 percent of respondents
utilise social media for purchasing tips.
 Video marketing
 You may utilise video marketing to: Highlight the applications of your product
 Display your product's design in great depth.
 Provide instructions on how to set up and utilise your product and much more

 Dedicated website- Companies who want to maximise their return on investment from
Amazon's marketing approach might consider building a separate website for their brand
and products. Anker, for example, built its brand on Amazon and now sells on both
Amazon and its own website. When you sell on your website and Amazon, you have
access to some of Amazon's most successful marketing methods, such as email
marketing, web design, user data, and conversion rate optimization (CRO). Because of
Amazon's business structure, these are methods that most Amazon sellers do not have
access to.

Mission and vision

Amazon mission is to serve customers through online and physical stores, with a focus on
selection, price, and convenience. Amazon's vision is to be the world's most customer-centric
company, where customers can find and discover anything they might want to buy online, and to
offer its customers the best prices possible.

KPI’s of Amazon
Sales Advertising Cost Because this is Amazon's preferred method of reporting campaign and
keyword profitability statistics, it's critical to understand this measure and its ranges at the
account, product category, and traffic segment levels. Rate of Click-Through CTR is an excellent
metric for assessing the performance of adverts, their content, and the keywords that drive those
ads. Campaigns, keywords, or ASINs with a very low CTR may suggest poor product-keyword
alignment or unproductive search term traffic to avoid. Sales as a percentage Sales are deemed
new-to-brand if the consumer has not purchased a product from your brand in the previous 12
months. Analyzing your percentage of new customer sales might give insight into how many
new clients your adverts are bringing in for your company.

Philanthropy
Amazon has given over $20 million this year to strengthen Covid-19 testing and research; in
addition, the firm has invested in giving housing and shelter to individuals in need, as well as
millions of dollars to computer science programmes, education, and transportation development
efforts. Jeff Bezos, Amazon's founder and CEO, utilised the investment to form his Bezos Earth
Fund, whose "real-time" worth Forbes magazine puts at over $188 billion. According to the
Chronicle, the fund, which assists non-profits involved in the climate problem, has so far
distributed $790 million to 16 organisations.

BCG ANALYSIS
  Cash cow - Some product categories generate enough money for a company organisation
to govern its many business units. These items are referred to as cash cows, and the
manager's job is to leverage these products and capitalise on their large market share in
order to generate large profits. Amazon has made a lot of money through the sale of its
retail products, prime subscriptions, and e-books, which have become a cash cow for the
corporation.
 Star - The second category of product, Amazon Prime Air, is a part of the star or rising
star that holds a high market share as the name implies these products are emerging as the
leading revenue generator for a company, they do not generate the same financial return
as cash cow but the future growth of these business units is promising thus encouraging
management to continue with investment in them even though these products require
high investment they are in growing phasing.
 Question mark - The next quadrant in the BCG Matrix is question marks. Amazon fresh
have the chances of growing into a profitable business however the limited market share
makes it impossible to use these business units as prime revenue generator the industry is
still in growth phase which indicates that question marks may emerge as a rising star if
the business is able to set the right direction for these products.
 Dog -The final category in the BCG Matrix includes Amazon Auction, Amazon Studios,
and Amazon MP3, which are not generating high sales and have yet to establish a
significant market share.

Marketing Performance Analysis-market share, brand health

Amazon is a global online retailer that also provides computing services, consumer electronics,
digital content, and other local services such as daily specials and groceries. Amazon is the top e-
commerce company in the United States, with net sales of about 386 billion US dollars in 2020.
The majority of the company's revenue comes from e-commerce sales of electronics and other
items, followed by revenue from third-party sellers, subscriptions, and AWS cloud services.
Amazon is regarded as one of the most valuable brands in the world due to its global breadth and
reach. Many of Amazon's competitors, like Walmart and Target, are expanding faster in
ecommerce, but Amazon's sales are still increasing faster than the total market. Its share of US
ecommerce sales will rise from 39.8 percent in 2020 to 40.4 percent in 2021, a 0.6 percentage
point increase that will be bigger than any other firm this year.

Zomato:
 Marketing Goals
The main goal of zomato is to provide platform to customer for discovering restaurants ,
customer review , customer can also view photos of places he or she wants to visit , food
delivery , reserve a table facility & make payements while dining out. They usually ask
 customers if their product or service met or exceeded their expectations. To ascertain the
motivating factor for purchasing the product via Zomato.
 Marketing Strategies
Zomato employs a hybrid marketing strategy that has successfully maintained traffic
while driving sales. When we look at the statistics of traffic from various sources &
channels, we can see that Zomato gets the majority of its traffic from searches & directly,
accounting for 66.41 percent & 31.36 percent of total traffic, respectively, when
compared to referrals, social media or other paid marketing campaigns.
a) Zomato’s SEO strategy- The majority of its traffic is generated by online searches. It
also accounts for 99.44 percent of organic traffic, with the remainder coming from paid
marketing campaigns. This demonstrates that it is powered by a foolproof SEO strategy
in addition to working hard enough to keep the brand soaring in the Google organic
search engine results page.
b) Social media strategy- It’s target customers are typically between the age of 18 & 35 so
it is critical for the brand to work hard in its social media marketing & Zomato goes
above and beyond by creating unique social media ads & other engaging posts to stay
connected. They also used the meme marketing strategy to its advantage that publishes
amusing content that both entertains and drives customers to order food.
c) Visual Advertising- Its visual advertising is just as appealing as the rest of the
company's marketing strategies. Since its inception the brand has produced some of the
best visual advertisements. It always comes up with great content ideas to impress their
customer whether its through video ads or billboards.
d) Zomato’s Email marketing strategy- As we're all connected through our emails, Email
marketing strategy is an important part of a company's marketing. Zomato understands
how to make the best use of this powerful [Link] example- It themed one of its recent
email marketing campaigns on Mirzapur season 2 one of the most popular series, in
order to capitalise on the series' popularity. It once said that Munna bhaiya invited you to
a weekend.

 Mission & Vision

Mission- Our goal is to ensure that no one has a bad meal. Zomato is your best bet for
finding and discovering great places to eat. Globally, we serve 23 countries.
Vision- Millions of citizens use it every day to decide where to eat in 10,000 cities across
23 countries. They should be able to point you to a great place to eat in a few days,
regardless of where you are in the world.

 Key Performance Indicators

A key performance indicator (KPI) is a type of performance measurement that is used to
assess how effectively your company is achieving its key business objectives.
a) Kitchen management- Your kitchen is the primary location where you can cut costs
while increasing throughput. Keeping a close eye on what comes in and out of your
kitchen will allow you to zero in on ways to cut waste and costs.
 b) Staff management- Your customers are the most important aspect of your business.
Measuring what keeps them happy and coming back to you is extremely useful in
determining what to change, maintain, or improve. The ability to keep staff costs under
control and turnover low will have an impact on service levels.
c) Marketing, Sales and Administrative- Knowing how your sales and marketing efforts
affect your revenues, as well as your cash flow position, is critical for your success.
Fortunately, the increased availability of low-cost, high-performance cloud-based
reporting solutions means that accessing and drilling down into data is becoming easier
by the day.

Philanthropy- It has launched 'Feed the Daily Wager' to address this issue and ensure that fewer
people go to bed hungry during this period of lockdown. In this campaign, they provide food
assistance to daily wager communities that are currently unable to meet their families food
needs. They also created ration kits with wheat flour or rice & two types of pulses to last a week
for a family of five. Each kit cost around Rs500 & will be delivered to different cities. To ensure
the safety of volunteers beneficiaries, they have partnered with local NGOs in these cities to help
us distribute these kits responsibly & in accordance with social distancing norms.
 BCG Analysis
Zomato comes under Star category as it has high growth markets, and those that account
for a sizable portion of that market are considered as stars and should be invested in more
heavily. Stars in the upper left quadrant generate high income but consume a large
amount of company cash.

Market share
In terms of app popularity, we discovered that prior to lockdowns, Zomato dominated the
market, accounting for more than 70% of the online food delivery market. Swiggy and
Uber Eats, on the other hand, had less than a 30% combined market share. The user bases
of the players appear to be very different.

Swiggy:
Marketing goals and strategy.
Google text ads and display ads are mainly used by Swiggy to target people demanding food
online. Swiggy also uses Facebook ads to target consumers. These ads come before their target
audiences which gives other way to drive people into their website or app.
Marketing strategy constitutes of Product, price, promotion, place and people. These are
foremost marketing elements used to position a business strategically.
Food marketing can be in the form of
 1. Product branding
2. Endorsement by celebrity
3. Sales promotion ideas.
4. Social media post on twitter and facebook.
5. Advertising on TV, radio, Internet.
6. Strategic placement of product on tv, movies and magazines
Advertising costs were a whopping Rs 778 cr by Swiggy in FY19.
 Target Segment :-Swiggy mostly targets 18 to 35 demographic because they have easy
access to smartphones and they are digitally inclined who look for a online platform to
curb their daily needs which include students who cannot cook and working professionals
who are extremely busy meeting their targets.
 TG passion points: Swiggy marketing strategy is clearly evident as they chose cricket as
clear passion point and Swiggy invested heavily in IPL as cricket is not a game but
considered as religion in India.
 Digital marketing: Swiggy is one of the foremost example of digital first food brand.
 Innovation: Even during pandemic time Swiggy has turned every crisis into a
opportunity.
 Strategic communication is a part of Swiggy marketing strategy.
 Other strategies used are Superfast delivery to rescue.
 No minimum order.
 Delivery diversification strategy:- Swiggy aims to not only deliver food but want to
create delivery system for medicine, grocery, gift shops, flower shops going forward.
 Tagline of Swiggy- SWIGGY KARO, FIR JO CHAHE KARO this appears in the
advertisement of Swiggy.
 Mission of Swiggy- Having a large delivery fleet and being proprietary technology
swiggy vision to raise the quaity of life of urban consumers by giving Unparrelled
comforts and services. Doing different is not the only way to standout but doing right by
customers goes a long way.
 Vision statement.- Swiggy strives to ctrate an open employee friendiy workplace.
 KPI: Key performance indicator- It is a measure of performance over a period of time
for a specific objective. They provide goals for team to start, guage progress and give
insight that assist people in the organisation to make better decisions.
Example
1. Revenue per client
2. Retention rate of client
3. Margin of profit
4. Average daily attendance
In simple words KPI are indicators that assist in tracking the skill of employee to meet the
expectations of organization.
At a workplace the KPI are
1. Satisfaction of customer
2. Employee satisfaction
3. Internal process quality

Like any other industry Swiggy also follows the same metrics of KPI for evaluating its
employees performance over a period of time and comparing them with the objectives of Swiggy
business model.

 Employee KPI is measured

1. Revenue per employee
2. Profit per employee
3. Utilization rate
4. Average task completion rate
5. Overtime per employee
6. Capacity of employee.
KPI at swiggy is measured by below parameters.
1. Total orders in a day/week/month
2. Distance travelled in a day/week/month
3. Customers satisfaction
4. Employees satisfaction
5. Timely delivery
6. Customers feedback
7. Any instance of accident hence delayed delivery.

 Market Share: Market share gives insight as to how Swiggy is doing overall with
respect to its peers. This is an important metrics to track as the online food delivery
market is very challenging and competitive. Swiggy was the market leader in Dec 2018.
Half of the total volume of food online demand was met by Swiggy.

DATE Swiggy Zomato (%)

1stDec 38.39 14.63
2ndDec 41.08 14.56
3rdDec 32.44 20.82
4thDec 30.48 24.85
5thDec 28.52 28.87
6thDec 33.42 31.42
7thDec 35.21 27.75
8thDec 36.99 24.08
9thDec 31.18 23.39
10thDec 40.91 23.80

Relative market share helps to understand how better or worse we are as compared to leader of
the market.
 Brand health: To know about your company brand health we need to pay attention to
the following attributes.
1. Presence of Brand
2. Awareness of Brand
3. Reputation of Brand
4. Brand equity
5. Engagement of employees
6. Positioning of brand
After judging each attribute we get fair idea of brands overall health.
Provides feedback into the position of your brand compared to its competitors with points to
refer to improve brand health.
Measure of how well company delivers a product or service to certain attributes that it swears to
its customers and how these attributes are looked by customers.
Swiggy brand health is very strong as it caters to over 500 cities in India with robust brand name
and reputation built from inception of online food delivery.
The delivery is on time and the delivery boys are always engaged in timely delivery to its valued
customer who are very much satisfied.
 Marketing performance analysis:

1. This is a practice of managing, assessing and analysing the marketing performance to

maximise the return on investment and effectiveness of Company.
2. The company come across many problem's to show a Return on Investment on their
activities marketing performance help measure the extent to which marketing contributes to
profit.
3. In Digital marketing analysis the researches evaluate the business, customers and competitors
after which they build a digital marketing plan which is data driven.
4. Swiggy started its operations in a tough competition with its peers and actually was a loss
making company but as more and more customers now have smartphones where the can
order online with ease. Sales have soared and Swiggy is a profit making organisation. Return
on Investment has thus improved of Swiggy.
Flipkart:
Marketing goals and strategy of Flipkart. Positioning- Flipkart uses undifferentiated targeting
strategy, since people of all demography purchase items online which is available to everyone
where the delivery is possible. National & Multinational E-commerce companies are giving neck
to neck competition to each other, due to which their positioning is very important.

 Brand ambassador- The company mainly puts strongly in celebrity promotion and
forces to be reckoned with promoting. India is insane over Bollywood and Flipkart uses
this to bring issues to light about their image and to advertise their platform and
products. Bollywood celebrities such as Ranbir Kapoor, Alia Bhatt, Varun
Dhawan, Shraddha Kapoor, and Viral Kohli have all been brand ambassador who was
dominatingly included in Flipkart’s advertisements and digital advertisement campaigns.

 Social madia marketing- Flipkart is a lot of followers and strongly focus on all social
media platforms. As of August 2020, Flipkart has almost 9.6 Million followers on
Facebook, 2.5 Million followers on Instagram, 2.6 Million followers on Twitter, and so
on. With regards to the company, be it for an item or various products, the key feature
point for the customers is feedback and customer reviews. The company has
concentrated on that by having different handles which simply center around Customer
Story named as FlipkartStories.

 Celebrity endorsement- Flipkart is known for its joint efforts. It additionally puts
vigorously in celebrity force and big-name marketing. Flipkart continues to work
together with different renowned public figures every year. One of the prominent and
later joint collaborations being with Ranbir Kapoor and Alia Bhatt
on “#IndiaKaFashionCapital”. There are many marketing campaigns of Flipkart such
as Big billion day, Shopping Ka Naya Address, Munna Bhai and Circuit, Fair-tale, Shop
Anytime & Anywhere, and more. But #IndiaKaFashionCapital campaign is one of the
most successful marketing campaigns of Flipkart featured Ranbir Kapoor and Alia Bhatt
together in one frame.  Flipkart Fashion’s brand ambassadors, Ranbir and Alia, educate
consumers about always being ahead in their style game by ‘Wearing The Next’.

 Google adwords- With regards to Search Ads, Google Adwords is the go-to choice.
Being an internet business stage, Search Ads on Google assume a critical part in
acquiring deals and traffic on the website as well. Nowadays customers simply go on
Google and look for any products and in case you’re not in the top outcomes, you’re
passing up a great opportunity. Accordingly, Google Ads are an unquestionable
 requirement. Flipkart runs advertisements, mainly on search and shop promotions, via
cautiously contemplating and focusing on the right arrangement of keywords. For E-
Commerce platforms, Google Ads is a medium to drive the consideration towards their
foundation by showing up on the list of items of different stages.

 Cuelinks- Cuelinks is a content monetization network that promotes products through

contextual links. It is one of the majority sources used by Flipkart to generate sales.

 Taboola- It is used by content publishers to attract users to view the different products
of the advertisers, or to gain revenues for referral traffic. Taboola offers advertisers more
than 1 billion users who have yet to discover your blogs, articles, videos, apps, and
more.
 National & Multinational E-commerce companies are giving neck to neck competition
to each other, due to which their positioning is very important. Flipkart has positioned
itself as a trust worthy and customer friendly E-commerce brand.

a) Mission vission.
Flipkart's current vision is 'To become Amazon of India' and their mission revolves round
'Providing delightful customer experience'. Innovative mindset is one of the most
important competencies of Flipkart.

b) KPI’s to measure yearly performance.

Great customer services
- Customer satisfaction score (>80%)
COD system
Delivery time efficiency
- 0% failure rate in delivery
Focused on user experience
- Easy to use website
- Easily accessible mobile app

c) Philanthropy

In 2020 April, Flipkart along with Walmart and Walmart Foundation committed ₹460

million to contribute much-needed personal protective equipment (PPE) for healthcare
workers and financial support for organizations providing essential relief materials to
farmers and small businesses. The first supply of disposable medical gowns was
delivered to our partner Give India, who have in turn deployed them with the
Government of Karnataka on May 8.
 Flipkart, in partnership with GiveIndia, tapped into the generosity of its pan-India
customer base, encouraging shoppers to contribute to the fight against COVID-19. In
April, over 5.5 lakh Flipkart customers donated over 40 million of the SuperCoins they
had earned as shopping loyalty rewards to enable our partner GiveIndia to donate over 5
lakh masks and hygiene kits for healthcare workers in addition to more than 8.6 lakh
meals to the needy.

d) BCG analysis.

Star- Flipkart’s marketing segment and in addition its gadgets section is a Star in the
BCG grid. The reason is that the fragment is developing and more and more clients are
getting acclimated with web purchasing of garments and gadgets things in India. As it
may, as the market is gigantic, the piece of the overall industry is less for every E-trade
player and they are contending energetically for it.

Cash Cow- The Flipkart cash cows are the books from which it started the career.
Flipkart is assessed to have a one-fifth share of the online retail showcase in India – how
can it plan to hold that share? One is grow coordination, a center quality where huge
ventures and innovation helped Flipkart turn into the best quality level in conveyance in
India. Flipkart ships books to the majority of India’s 21,000 PIN codes and covers over a
hundred urban communities for its arrangement of books. 

Question Mark- Every single other portion apart from stars and cash cows of Flipkart
are question mark because of serious rivalry between the players. Productivity is low
general so what’s to come is obscure. For Flipkart, there is no alternative however to
extend quick crosswise over classifications to include decision for clients. Flipkart is
presently wagering enthusiastic about the commercial center model for development
which is an exceptionally alluring recommendation for level players who need to grow
quick crosswise over items and classes without significantly expanding settled expenses.
The objective is 10,000 to 15,000 affiliates in a year, up from the current 1,000.

Dog- Items in dogs quadrant ought to, for the most part, either get no backing or be
stripped — i.e., shut out. The thinking is that contending here will take a noteworthy
interest in time and cash since the organization has low piece of the pie and must remove
deals from contenders who might be better situated in the market. Consider the people
who offer mass-advertise items on Flipkart, wherein the main genuine approach to
contend is to continue slicing costs, bringing down edge, and profiting for the same
measure of exertion. So for the Flipkart there are no dogs, but for the brands that sell their
products on Flipkart can have dogs’ items.

e) Marketing performance analysis – market share, brand health.

According to Forrester Research, by October 2020, Flipkart had 31.9% market share —
making it the largest online retailer in India. Meanwhile, Amazon India is slightly behind
 in second, with a 31.2% market share. A potential customer can shop from 1000+
desi/Indian online stores and, we ship those packages/couriers off to 220+ countries
around the world. FlipKart, being the E-commerce giant that it is in India, has a lot
of enthusisatic international shoppers all over the world. Flipkart saw a nearly 50%
increase in new users right after the initial pandemic lockdowns last year. The platform
also experienced a 35% increase in onboarded sellers during 2020, compared to the
previous year, according to a December announcement from the company. Flipkart has
estimated a growth of around 50-60% this year. This comes at a time when online
commerce adoption is increasing, with the pandemic nudging consumers across the
country to try online shopping.

Uber:
The five tactics that will benefit Uber marketing strategy the most include:
1. Advocacy for Early Adopters
2. Referrals
3. Reviews
4. Partnerships
5. An All-Inclusive Approach

 Advocacy for Early Adopters- Uber has relied heavily on word-of-mouth marketing. The
corporation initially cultivated it by enlisting the help of Silicon Valley's leaders and shakers to
promote the brand. While many techies are always on the lookout for new products and services
that will revolutionise their lives, Uber has targeted them by sponsoring events, offering free rides
to first-time users, and adopting a hyper-local strategy that changes shape with each new location
it enters.
 Referrals- Early adopters have now been allowed to use Uber's referral marketing scheme to give
free rides to their friends while also earning credits. This give-and-take scheme provided
newcomers with a more compelling motive to try the service. It's been a huge success for Uber as
well as some super-fans, with one of them earning over $50,000 in referral credits. Drivers are
also rewarded for referring others, making customer and "contractor" acquisitions faster and
easier.
 Reviews- The transportation disruptor offers rating systems for both drivers and passengers,
which is a significant difference between it and typical taxis. Because passengers can't quickly
find out how they rank, drivers are likely to be more motivated by their ratings. In either case, the
system encourages driver and passenger confidence in Uber and improved behaviour. As a result,
there is less worry (or fear) about how chatty or intoxicated one's travel companion will be,
making things a little easier for everyone.
 Partnerships- Uber has a variety of agreements in place to persuade both new and returning
consumers to take a trip. Capital One credit card holders can get discounted rides, Starwood
Hotels Preferred Guest members can earn hotel points for every Uber trip, and Spotify users can
link their profiles to their Uber accounts to listen to their music while riding. While the Capital
One and Starwood Hotels collaborations provide financial incentives for customers to ride, the
 Spotify partnership is only a nice addition for people returning home from the bars. All of these
collaborations, on the other hand, lend respectability to the massive startup.
 An All-Inclusive Approach- The seamless, multi-channel nature of Uber's marketing approach
and product is the most important feature. "Uber set out to rethink the entire [taxi] experience to
make it frictionless and pleasurable across the board," Sean Ellis, Everette Taylor, and Dylan la
Com write in an excellent Growth Hackers piece.
Uber didn't just repair one component of the system (for example, mobile payments for existing taxi
infrastructure), they overhauled the entire experience, from smartphone hailing to seamless payments,
nicer cars, no tipping, and driver reviews.
” When compared to the conventional manner of hailing or dialling a cab, the product taps into clients'
lives in a completely novel way.
Mission and vision
Mission: We improve the way the world works by reimagining it.
Vision: Uber is our name. The movers and shakers. People who are adamant about our aim of assisting
people in going anywhere and getting anything. What we do is move about. It's essential to our survival.
It's in our bloodstream. It's what motivates us to get out of bed every day. It forces us to always rethink
how we might move more efficiently. It's for you. For all of your travel plans. For whatever you wish to
buy. For all the different ways you wish to make money. Throughout the entire globe. Instantaneously. At
the breakneck speed of the present.
We invite people from all walks of life who want to contribute to a future in which everyone and
everything can move freely. Work with us if you have the curiosity, enthusiasm, and collaborative
attitude to help us move the world ahead.
KPI’s of Uber

1. Gross bookings trends

2. Net revenues trends
3. Rides per day
4. Partner revenue share
5. Revenue per ride
6. Uber Eats gross bookings
Philanthropy
Uber joins the Black community in nonviolent protests against the injustice and bigotry that have afflicted
our country for far too long.
Uber Eats promotes Black-owned restaurants while also making it easy for you to support them by
offering $0 delivery fees for the rest of the year. They're also donating $1 million to the Center for
Policing Equity and the Equal Justice Initiative to assist their essential work in making criminal justice
more equitable in America.
BCG Analysis:
Star
  In Uber's BCG matrix, the financial services strategic business unit is a shining star. It works in a
market that has the potential to grow in the future. This SBU contributes a large portion of Uber's
revenue. Uber should vertically integrate its supply chain by acquiring other companies. As this
Strategic business unit has potential, it will be able to produce higher earnings as a result of this.
 In Uber's BCG matrix, the Number 1 brand Strategic business unit is a star, and it is also the
product that generates the most sales among its product line. Consumers are requesting this and
comparable products, thus there is a lot of potential in this industry. Uber should implement a
product development plan for this SBU, in which it researches and produces unique features for
this product. Uber will benefit from this by attracting more customers and increasing sales.
 Because Uber has a 20% market share in this category, the Number 2 brand Strategic business
unit is a star in the BCG matrix. In this area, it is also the market leader. In the next five years, the
total category is predicted to increase at a pace of 5%, indicating that the market growth rate will
remain high. Uber's present goods should be used to break into the market. This might be
accomplished by increasing its distribution channels, which will allow it to reach out to hitherto
untapped markets. Uber's sales will benefit as a result of this.

Cash Cows

 In Uber's BCG matrix, the strategic business unit of supplier management services is a cash cow.
This has been in existence for decades and has brought Uber a substantial amount of money. Uber
has a large market share, but the entire market is shrinking as corporations manage their own
suppliers rather than outsourcing them. Uber's best course of action is to stop investing in this
business and continue to operate this strategic business unit as long as it is profitable.
 In Uber's BCG matrix, the Number 3 brand strategic business unit is a cash cow. This is a
ground-breaking product with a 25% market share in its sector. In this area, Uber is also the
market leader. In recent years, the overall category has been slowly dropping. In this category,
Uber has the ability to affect the market as well. As a result, it should invest in research and
development in order to innovate the brand. This will aid in the growth of the category and
convert this cash cow into a star. An increase in Uber sales would be the overall advantage.
 In the BCG matrix, Uber's international food strategic business unit is a cash cow. This business
unit has a 30% market share in its sector, but people are becoming less interested in international
cuisine. The market's growth rate has slowed as a result of the shift in patterns. Uber's best course
of action is to invest enough to keep this crucial business area operational. Uber should liquidate
its crucial business segment if it no longer remains lucrative and becomes a dog.
Question Marks

 In Uber's BCG matrix, the local foods strategic business unit is a question mark. Consumers are
increasingly focusing on local foods, according to recent market trends. As a result, this market is
experiencing rapid growth. Uber, on the other hand, has a small market share in this area. Uber's
advised strategy is to invest in research and development in order to develop new features. This
product development approach will ensure that this strategic business unit becomes a cash cow in
the future, bringing revenues to the firm.
 In the BCG matrix, Uber's Number 4 brand strategic business unit is a question mark. This
important business unit operates in a fast-expanding market. However, in recent years, this
 critical business segment has been losing money. It has also failed in research and development
teams' attempts at innovation. Uber's best course of action is to divest in order to avoid any
further losses.
 In Uber's BCG matrix, the confectionary strategic business unit is a question mark. The
confectionary market is a lucrative one that has been rising steadily over time. Uber, on the other
hand, has a little market share in this lucrative industry. The low sales are due to Uber's limited
reach and distribution in this market. Uber's advised strategy is to drive for market penetration,
which entails making its product available in more locations. Uber's sales will soar as a result,
turning this strategic business segment into a cash cow.
Dogs

 In Uber's BCG matrix, the plastic bags strategic business unit is a dog. For the past five years, this
critical business unit has been losing money. It also competes in a market that is contracting as a
result of rising environmental concerns. Uber's best bet is to sell this crucial business segment and
cut its losses as much as possible.
 In the BCG matrix, Uber's Number 5 brand strategic business unit is a dog. This company is in a
market category that has been shrinking for the previous five years. This crucial business segment
is likewise losing money for the organisation. However, given the current environmental
developments, the industry is likely to grow in the future. Uber's best plan is to invest enough in
the company to turn it into a cash cow. If the market grows again in the future, this will secure
revenues for Uber.
 In Uber's BCG matrix, the synthetic fibre products strategic business unit is a dog. The market for
such items has been shrinking, and as a result, Uber has lost money for the previous three years. It
has a market share of less than 5% as well. To avoid more losses, Uber's advised solution is to
liquidate this critical business unit.
 Uber's strategic business unit for artificially flavoured items is a dog in the BCG matrix. These
products were recently introduced, with the expectation that this market will expand. However, as
people's awareness of health issues grows, they are less likely to use artificial flavours. The
market is diminishing, and Uber has a little share of it. The best strategy for Uber is to call this
product back.

Operations Analysis:
Nykaa has stockrooms in Mumbai, New Delhi, Pune, Haryana, Kolkata, and Bangalore, and
works on a inventory based methodology. It will have 80 physical stores around the country by
2021 covering 89.2% of the serviceable pin codes and had 20 warehouses with a storage space,
in addition its head online business. It vows to have more than 200,000 things from 2,000
distinct brands. International Shipping - Nykaa does not charge international clients import
duties imposed by their governments. In order to obtain the product, clients must pay the courier
service the customs charge. Nykaa ships throughout all of India! Nykaa has begun shipping to
Nepal.
Nykaa buys products from producers directly and stocks them in warehouses in New Delhi,
Mumbai, and Bangalore. Nykaa's products can be purchased online or in one of its three physical
store formats: Nykaa Luxe, Nykaa On Trend, and Nykaa Kiosks.
These logistics are involved in the distribution, storage, and receipt of product inputs. This
comprises storage, material processing, and architecture for the company's consumer database.
The majority of these activities are currently outsourced by Nykaa
The process of changing raw materials into completed goods is known as operations. The
operating activities of Nykaa's café are fairly diverse. It entails gathering consumer data from
Nykaa's database in order to develop new company strategies based on consumer purchasing
habits.
Nykaa Luxe, Nykaa On Trend, and Nykaa Beauty Kiosks are its three offline shop ideas.
Worldwide premium and extravagance brands like Huda Beauty, MAC, Dior, and Givenchy, just
as Nykaa Beauty, the in-house magnificence assortment, are included in the Luxe configuration.
Items are picked by class dependent on their prevalence in the Nykaa On Trend design. Nykaa is
the main store in India that sells overall beauty care products brands, for example, e.l.f.,
Charlotte Tilbury, Tonymoly, Becca, Sigma, Limecrime, Dermalogica, and Murad
Amazon
 Locations of business operations- Amazon's biggest commercial activity is based in Seattle,
Washington, United States. Amazon's global headquarters are spread over Seattle's adjacent
South Lake Union, Denny Triangle, and Downtown neighbourhoods in approximately 40
owned and leased buildings. Previously, the organisation was situated in rented space at the
Pacific Medical Centre in the Beacon Hill neighbourhood of Boston.
 The European headquarters are in Luxembourg City, the country's capital. Amazon has stated
that the planned HQ2 will be split between New York City and Northern Virginia, whereas
Amazon has created its largest campus in the world in Nanakramguda in Hyderabad, India. It
is the world's largest Amazon-owned building and the first Amazon-owned campus outside
of the United States.
 Manufacturing/Service Process Operations- Amazon guarantees that its operations
management initiatives fulfil the e-commerce business's ten key decision areas. Amazon
must continue to adapt its operations management strategy for the related changes in these
strategic decision areas as its activities expand in addition to its online business. Amazon
delivers hundreds of goods with the use of cutting-edge automation, machine learning and
AI, robots, and AWS. Transform your manufacturing processes by leveraging the most
extensive and powerful collection of cloud technologies available today, all while
maintaining the greatest degree of security. (Books, DVDs, music CDs, videotapes, and
software), apparel, baby products, consumer electronics, beauty products, gourmet food,
groceries, health and personal-care items, industrial & scientific supplies, kitchen items, and
watches, lawn and garden items, musical instruments, sporting goods, tools, automotive
items, and toys/games are among the Amazon product lines
 Raw Material- The Amazon company stated that the majority of items sold on the e-
commerce giant Amazon were sold directly from the Seattle company, implying that the
company owned and shipped the items directly themselves. Additionally, Amazon stated that
half of all items sold on Amazon are officially from third-party sellers, small businesses, and
entrepreneurs.
 Sellers may sell on Amazon by either sending things directly to customers or using Amazon's
own fulfilment services. They ship products to Amazon's warehouses, and the firm handles
the rest, including packing, client payment processing, and delivery. Sellers pay Amazon
$1.50 to $100 each order for the service, plus a normal cost, depending on size and weight.
 Equipment- Amazon develops and supports the technology that Amazon companies use to
deliver packages to our consumers. Amazon uses the most recent applications in science,
machine learning, and scalable distributed software on the cloud to simplify our operations. It
surpass the clients' expectations by ensuring that their items are delivered where and when
they need them, as promptly, correctly, and affordably as possible. Physical assets used by
Amazon on daily working are machines, labour, current assets like cash and many more
assets like transport, office and the most important its employees.
 Distribution Channels- Amazon utilizes a variety of distribution routes to deliver products
or services to clients, including direct delivery of machines and services. The other option is
to send items to indirect supply sources via multiple channels. as in an internet channel E-
books, Amazon mp3, cloud player, Amazon aa or cloud drive, and Amazon games studio and
software are all examples of digital marketing. Physical distribution channels include
centralized distribution centres, faster response times, and varying prices for delivery
alternatives.
Zomato:
Zomato has expanded to Delhi NCR, Mumbai, Bangalore, Chennai, Pune, & Ahmedabad in
2011. It expanded its international operations in a number of countries in 2012, including the
United Arab Emirates, Sri Lanka, Qatar, the United Kingdom, the Philippines, and South Africa.
Its headquarters are located in Gurgaon, Haryana, India. It offers restaurant information, menus,
and user reviews, as well as food delivery from partner restaurants in select cities. As of 2019,
the service is available in 24 countries & over 10,000 cities around the world. A billion smiles
have been delivered on Zomato. It took 6 years to reach this milestone, and we hope to deliver
the next billion in much less time. The fact that 10% or more of these billion orders have been
delivered in the last three months gives us confidence that we will reach the next billion much
[Link] distribution channels of zomato are mobile application for ios, mobile
application for android & website. It also operates a Google Adwords Search Ad Campaign that
focuses on food related keywords, online ordering, restaurant names, and a variety of other
topics. It also aimed at users who want food delivered to their home. In addition, it runs
Facebook & Instagram promotions to target users on these platforms.
Swiggy:
 Locations of Operations: Swiggy being country's by far the largest online food order
company and delivery platform which was formed in July 2014. Swiggy is based in
Bangalore and till September 2021 has operations in 500 plus cities of India. The
company delivers from Himmatnagar in Gujarat to Jorhat in Assam and giving tough
competition to its biggest rival Zomato reaching customers. The business model of
Swiggy is very robust.
  Manufacturing and Services Process: As Swiggy is online food order company there is
no manufacturing process at Swiggy.
Service process: The process starts by opening the Swiggy application on mobile phone
or we can alternatively go to Swiggy website where a whole list of restaurants serving
online food can be found. The customers can choose a restaurant and place the order the
restaurant which has Swiggy application receives the order details and waste no time and
start preparing for the order packing and delivery to [Link] process involves
customers choosing the restaurants of their choice and the menu is scanned for items to
be ordered and then make a choice for pick up or delivery at consumer location. Payment
can be made by Debit card or Credit card by app or website or paying cash when going to
restaurants for pick up. A Commission of 15 to 25 percent is charged by Swiggy on total
bill amount depending upon numbers of order and the location of restaurant and the
commission charged by their rivals or their competitors.

Besides delivery of food Swiggy also provides grocery on demand under the name
Instamart and also Swiggy genie which is instant package delivery. There is no minimum
order model at Swiggy. Swiggy is operated by Bundi Technologies pvt Ltd.

 Physical resources: Building and facilities - Swiggy has their own building in Bengaluru
which is their headquater.
 Material
Plant and Machinery- Large frame computer network and data servers at Swiggy
headquarter.
IT- Swiggy employs various professionals in their IT setup. Like Business Analyst,
Software development engineer, Product designers, Graphic designers, Customer care
executive, Human resource manager Load software engineer, Learning and development
Specialists , Operation manager, General Manager operations.
Maintenance of office equipments is compulsory time to time.
Intellectual property
Experience and Skills of managers and support staff
Renewed software license
Copyright and patients.
Software license
Physical assets- Swiggy provides bikes to all its delivery boys in 500 cities of India
wherever their operations [Link] vehicles are provided to Swiggy top executives
and professionals. Housing to top executives and professionals are provided by Swiggy.
Various machines and equipment at Swiggy offices and housing accommodation
constitues physical assets of Swiggy.

Distribution channel:
 1. Food delivery on demand
2. Tie up with restaurants
3. Smallest order are accepted
4. Delivery partners fleet.

Participants of Distribution channel

1. Swiggy
2. Restaurants
3. Delivery partners
4. Consumers

Channel format
1. Order placed
2. Allocation of delivery partner
3. Delivery partner receives the order
4. Delivery of order
5. Customers feedback.

Distribution: The company first find out the average or minimum order size and then the
frequency of order based on it they negotiate with different restaurants.
Swiggy then registers various restaurants and mentions the address of the restaurant to customers
so that they can choose the restaurant in case there are two or more similar type of restaurants
located at equal distance.
It allows customers to rate their experience based on which the delivery partners are incentivised.
The distribution of food is direct from Swiggy app to the customer.
The delivery partners are selected based on their knowledge of the area to be served.
Flipkart:
a) Location of business operations- Flipkart is an Indian e-commerce company,
headquartered in Bangalore, Karnataka, India, and incorporated in Singapore as a private
limited company
Handles over ₹1,000,000 worth of E-Commerce shipments and 2000 Courier pickup
requests a month! A potential customer can shop from 1000+ desi/Indian online stores
and, we ship those packages/couriers off to 220+ countries around the world.

b) Manufacturing/service process operations- what processes are in place to carry out

operations These ecommerce website don’t sell their 90 products by itself. Offline
 retailers, suppliers, manufacturers, distributors all across the India register on these
website as a seller. These ecommerce companies provide all the technologies like
shipping, packing, marketing, photography etc. These companies charge commission on
every sell. They may not be seeing the product or buying the product to sell you. They do
“IDHAR KA MAAL UDHAR”, they are only most efficient in computer operations. The
products are cheaper sometime only due to large volume and there are no overhead
expenses for seller of flipkart and many more ecommerce companies.

c) Raw material – what physical resources are consumed by the chosen companies.
Since it is built mainly on PHP, Flipkart site enables a contented purchasing experience
as in a real store. It uses MySQL for data storage and all of its software functions on
Linux. Flipkart receives most of its traffic via the Android app. Of all of Flipkart's traffic,
90% of it comes from their Android app. Flipkart also launched AI For India last year to
make the best of the lucrative business opportunity from the rising number of Internet
users and higher smartphone penetration in the country
Flipkart uses 47 technology products and services including HTML5 , Google Analytics ,
and jQuery , according to G2 Stack. Flipkart is actively using 94 technologies for its
website, according to BuiltWith. These include Viewport Meta , IPhone / Mobile
Compatible , and Google Font API .

d) Equipment- what physical assets are being used in the daily operations by the chosen
companies. Code operates on the UNIX system – Debian and most alternative systems
don’t seem to be designed ever on Java. however, they take JVM for his or her use. For
information storage, it uses MySQL, and for caching it uses Memcached. The corporation
has calculable massive NoSQL information stores to settle on the most effective for the
assembly. Flipkart uses the Hadoop computer code and makes it easier for analysis and
information management. The complete technical provides the explanation as to why it is
one in every of the most effective commerce brands and eCommerce stores in our
country as well as around the globe!

e) Distribution channel – how the product or services are delivered to customers. Flipkart
works on a B2C model, where they basically work as a middle man between buyers and
sellers. Once a customer places a order for a particular product. Then the customer details
along with the order details is sent to the warehouse of flipkart if the product is flipkart
assured. Most usually the warehouse will be the one which will be very close to 10 or 15
km from your address.
It involves dimensioning and weighing the products and sorting them on a conveyor belt
using a pneumatic arm to divert them according to pin codes, hub codes and destinations.
"The orders are sorted at the end delivery hub by robotic arms.

Uber:
 a) Locations of business operations- Uber headquarter is situated in San Francisco, California
USA.

b) Manufacturing/Service Process Operations - Uber is one of the few tech businesses in the
world with a market capitalization of over $70 billion dollars. Uber has already garnered $22.2
billion in equity capital and operates in 633 locations around the world. These figures
demonstrate investors' faith in the business plan and allow us to estimate how much revenue the
company will generate once it achieves liquidity.
1. Various cab models to accommodate everyone:
Uber does not specialise to a specific type of car or a specific type of person. Uber X and Uber
Black are for people who prefer to travel in a black car, Uber Taxi is for those who want to save
money, and Uber SUV is for those who desire luxury.
2. Surge Pricing Technology:
A key component of their business model is the ability to adjust cab charges based on the
situation. Per mile charges are automatically increased when demand increases. The new fee is
determined by the number of available drivers and the number of travel requests received. It has
filed a patent application in the United States for a price rise technology
3. Uber trips other than cabs:
Uber has gone a long way since cabs. It currently provides on-demand boats, helicopters, and
other modes of transportation. They recently started a motorbike pickup service in Paris, a
delivery service in San Francisco, and an ice-cream truck delivery service in a few locations as
well. However, these methods are only available in certain geographic areas, prompting them to
incorporate additional revenue streams to their business model.

c) Raw Material- Uber operates in ecommerce providing different services therefore there is no
such raw materialof the company.
1) Equipment
 Cars
 Delivery vehicles
 Mobile phones
 Laptops
 Computers
 Other office equipment
 Delivery bags

d) Distribution Channels- Uber has a distribution channel that is internet based.

Human Resource Analysis:

Nykaa:
Management Of Human resources is critical to the success of any organization since it supports
operations such as recruiting, selection, and employment of personnel, training, people planning,
training & development, growth, and pay at various business levels such as unit and corporate
levels. This particular support action affects or defines a company's competitive edge.
It conducts three rounds for the recruitment process that are Online Aptitude test, technical round
and the HR round. Although much data is not provided on internet for Nykaa related to Human
Resource, but after seeing reviews on various job portals we can make that the following points:
Talking about the benefits, the employees get various perks such as retirement benefits, vocation
policy, insurance, etc. The company has good workplace diversity, people from various cities or
states, age, background are working here. The work culture is also good, pay is on time, good
career growth, job security, work life balance, and people can work in team and are helpful.
One person left Nykaa in May 2021, while four others were hired. Since the beginning of 2019,
the number of new employees has outnumbered the number of departing employees. As a result,
Nykaa has a high employee retention rate. With an increase of 8% in June 2021 over the
previous month, MamaEarth had the biggest increase in the number of employees. Nykaa came
in second, with a five percent increase in employment numbers.
Amazon:
 Compensation analysis and payroll analysis
Amazon contains Amazon offers a number of outstanding benefits to employees and
eligible family members, including domestic partners and their children, with an average
starting pay of $18 per hour, which is more than double the federal minimum wage.
These comprehensive benefits begin on the first day of employment and include health
insurance, parental leave, chances to save for the future, and other health and well-being
services. Amazon helped their employees build successful futures for themselves by
offering industry-leading wages and benefits.
It is a top concern for them to look after the health and well-being of their personnel. As a
consequence, regardless of their level, duration, or position, they cover all of our regular
full-time employees with medical, prescription medicine, dental, and vision care.
 Training and Recruitment Insights
The objective of Amazon Training and Certification is to help reduce the cloud skills gap.
We are enthusiastic about encouraging people to advance in their careers and assisting
enterprises in transforming the way they do business in the cloud. To accomplish our
purpose, we require a worldwide team to assist in the development, promotion, delivery,
and support of our training courses and certification examinations. We have a variety of
positions available, including instructional design, content production, test development,
operations, data analytics, marketing, communications, sales, training delivery, go-to-
market strategy, programme and product management, and more.
Amazon provides The User Experience Design and Research Apprenticeship is a year-
long programme with on-the-job training for those with creative but not technical talents;
it is designed to lead to roles within Amazon that help enhance customers' experiences
with the company's goods and services. Amazon company feels that a diverse workforce
is critical to Amazon's ongoing innovation and long-term competitiveness. As a result,
Amazon's crew comprises a professional skater, a literary researcher, an artist, a rock
singer, and so on. Amazon does not use traditional writing tests to control recruiting
costs, instead opting for online application and screening. In most modern firms,
 recruitment and selection are two critical HR policies. Amazon places a high value on
recruiting since a lack of applications might lead to a lack of talent.
Because senior management sees talent as a source of long-term competitive advantage,
recruitment plans have a strategic foundation. Amazon has effectively branded itself as
different with intangible features and attributes in order to recruit individuals who will
excel in the organisational culture.
 Employee Diversity- Demographic employee data
Amazon is a firm of makers that contribute diverse backgrounds, ideas, and points of
view to the task of innovating for our customers. Gender, ethnicity, age, national origin,
sexual orientation, culture, education, and professional and life experience all contribute
to their unique opinions. They are dedicated to diversity and inclusion and are continually
looking for ways to expand our influence as we develop.
Amazon has disclosed fresh statistics on the diversity composition of its staff, which is
displayed in the Employee Diversity Demographic employee data. According to the data,
women made up 31.4 percent of corporate employees in the United States as of
December 31, 2019, a 1.4 percent increase over the previous year. Black employees now
account for 7.2 percent of the workforce, up from 5.4 percent previously. White
employees make up 47 percent of the workforce, down from 48.4 percent; Asian
employees make up 34.8 percent of the workforce, down from 36.2 percent; and LatinX
workers make up 7.5 percent of the workforce, up from 6.6 percent.
 Employee Turnover
According to data analysed by the Times, Amazon was losing "approximately 3% of its
hourly workers each week," resulting in an annual staff turnover of nearly 150 percent.
Amazon is an American global e-commerce firm headquartered in Seattle, Washington,
that employs 1,398,000 full- and part-time workers. Employee turnover rates in most
firms range between 12% and 20%, with anything less than 10% deemed satisfactory.
According to the Financial Times, Amazon's staff has grown by 500,000 employees since
the epidemic began.
 Learning and development
Amazon believes that everyone has the potential to be a leader. And leaders understand
that there is always something new to learn. Their colleagues at Leadership Development
& Training provide the programmes, workshops, and resources that enable everyone at
Amazon to learn, grow, and become better leaders.
Some jobs in leadership development and training include: technical trainer, technical
curriculum developer, instructional designer, sales trainer, IT trainer, and learning and
development manager.
Zomato:
According to delivery executives & other industry sources, food delivery & restaurant discovery
startup Zomato has been quietly hiring & employing delivery partners on a fixed hour basis
while ensuring a weekly minimum guarantee payout. When delivery executives meet a weekly
target of 60-65 hours, the minimum payout is deposited into their bank accounts. According to
three delivery executives with whom Inc42 spoke, the new compensation model also includes a
monthly salary of INR of 26000 to 28000, which is higher than market norms. According to one
delivery executive at Zomato in Delhi, the food delivery startup has been hiring these employees
for the last four months & has already onboarded around 200 executives on a permanent basis an
the minimum guarantee payment system, on the other hand, is only being tested in densely
populated areas such as Delhi's Saket, Malviya Nagar, Hauz Khaz Anand Vihar & Mayur Vihar.
As per two delivery executives who are currently working in the new role, Zomato has not
provided any accident or health insurance benefit under the new minimum guarantee system. It
was named one of the top 25 most amazing places to work in India by LinkedIn in February
2019. These insights include the job seeker's interest in the company, engagement with
employees, job demand & employee retention. the company currently employs over 5,000
Zomans from over 32 different nationalities. Various initiatives are taken by the company such
as their Bootcamps in which they identify key people in the organisation who play specific roles
& put them through development training camps for three days without disrupting the work flow.
Our product bootcamp was a smashing success, another development initiative was the Yoda
programme, in which top salespeople create sales related content, train area sales managers &
they track impact at the frontline sales level. We give these salespeople a sense of progress by
comparing their results before & after training. We also promote things like entrepreneurship.
One of their entrepreneurship programmes was to launch online food ordering in a hundred cities
across India. In todays modern & ever changing environments, they need passionate people who
can seize the initiative &seize every learning opportunity for self-development. We also look for
people who have a great sense of humour & can laugh and enjoy their jobs. The people in
zomato appears to be quite young where you can feel a youthful energy coming through here &
it has nothing to do with your age. They believe that they were living in a culture that is
intellectually honest & energetic, with a strong desire for change. Zomato employees are very
comfortable with their successes & failures. As a result, they can provide them with constructive
& an open feedback.

Swiggy
Compensation and payroll analysis: At swiggy no qualification is reqanuired for delivery
partner. Should be able to read and understand basic English. Boys who deliver can earn Rs
25000 to Rs 50000 per month depending upon number of delivery and the distance covered.

1. Typical business analyst salary at swiggy is approx Rs 12.50 lacs per year.
2. Salary range for a Software Development Engineer is Rs 161 K to 950K with a Avg of
Rs 367334
3. Salary range for a Product Designer is between Rs 224 K to Rs 1 million with an Avg of
Rs 525249
4. Salary range for a Human Resource Business Partner is between Rs 179 K to Rs 784 K
with an of Avg Rs 354727
5. Salary range for a Graphic Designer is between Rs 137 K to Rs 493 K with an Avg of Rs
261631
 6. Salary range for a Business Analyst is between Rs 335 K to Rs 1million with an Avg of
Rs 674925
7. Salary range for a City Manager is between Rs 209 K to 2 million with an Avg of Rs
1024131
8. Salary range for a Fleet Manager is between Rs 240 K to 3 million with an Avg of Rs
559955
9. Salary range for a Customer care executive Rs 188 K to 531K with an Avg of Rs
315752
10. Salary range for a HR Manager Rs 247 K to 1millon with an Avg of Rs 604134
11. Salary range for a Load Software Engineer Rs 682 K to 3 million with an Avg of Rs
1619619
12. Salary range for a Learning and Development Specialists Rs 398 K to 915 K with an Avg
of Rs 623776
13. Salary range for a Operation Manager Rs 229 K to 946 K with an Avg of Rs 492379
14. Salary range for a General Manager Operation Rs 627K to 3million with an Avg of Rs
1421814.

Swiggy recruitment process is of 5 to 6 rounds for selection of software engineer.

1. Written Round
2. Technical Round 1
3. Technical Round 2
4. Technical Round 3
5. Technical Round 4
6. HR Round.
Employee diversity: Score of diversity gives feedback as to how diverse employees feel and
thus rate their work experience across different cultures.
Employee friendly culture, working flexibility, no micro management, great learning place,
Good pay, Equal opportunities to all are some attributes that makes swiggy to go after.
Swiggy chase people who are obsessed in delivering unparalleled services to consumers.
Productivity and creativity is valued.
Employees turnover: This problem is mostly found in delivery business. Manpower supply has
come down to 40 percent of pre covid levels during the lockdown when the restaurants
suspended business.
Swiggy is hiring more than 3000 delivery partners in a week. It is looking to increase the riders
by 40 percent to meet the growing demand of ordering food online. Normalcy will be restored
over a few months and would witness due to the order volume and may exceed pre covid levels.
Experts of food industry feel that employers are offering social security to workers to honour
loyalty.
Swiggy offers accident insurance , medical insurance for employees and their dependents, On
call doctor visit for delivery staff and their families, education scholarship, personal loans from
banks at lesser rates to look after their valued and loyal staff.
Two days paid leave for female workers in a month is first of its kind initiative.
Learning & Development: To contribute towards developing and implementing learning
strategies across the business and oversee that all necessary and compliance training is delivered
in a timely and cost effective manner.
Develop and maintain strong and effective working relationships with leaders, L&D and
partners across the business. Support the business to develop a learning culture.
Prepare regular reports to establish trends and patterns .Create learning content i
People Analysis: it is defined as a data driven and goal oriented method of studying the people
processes, functions, challenges and opportunities at work to evaluate these systems to achieve
business growth. People analysis helps senior Management to reduce bias and improve
performance. It helps HR in talent acquisition also.

Flipkart:
Compensation analysis and payroll analysis

Software Engineer() salaries - 14 salaries reported ₹52,623/mo

Operations Executive salaries - 14 salaries reported ₹24,313/mo

Product Solution Engineer salaries - 14 salaries reported ₹12,19,297/yr

Senior Category Manager salaries - 13 salaries reported ₹24,24,618/yr

CEO/MD/Director salary in Flipkart ranges between ₹ 360 Lakhs to ₹ 460 Lakhs.

Average Flipkart Delivery Boy salary in India is ₹ 1.1 Lakhs for employees with less
than 1 year of experience to 6 years. Delivery Boy salary at Flipkart ranges between ₹
0.1 Lakhs to ₹ 2.5 Lakhs.
Some employee benefits: Members Covered :
 Sum Insured & Top-up.
 Portable Medical Insurance.
 No Waiting Period.
 Dedicated Help-desk.
 a) Training and recruitment insights- The training is being carried through eight-hour
training modules conducted by Flipkart and LSC for 20,000 of its delivery staff who
will be provided with 'Certification of Prior Learning' certification as per National Skill
Qualification Framework following the completion of training, PTI reported Flipkart as
saying.
The specialised and robust training program under SCOA has been designed and created
by the Flipkart team to provide a holistic experience and training to candidates, which
will involve 15 days of digital classroom training and 45 days of on-the-job
apprenticeship at Flipkart supply chain facilities.

b) Employee diversity- demogrphic employee data- Over two decades (until 2012), the
percentage of working women went through a steady decline, from 47% to 37%. While
the percentage of unmarried working women increased to 50%, the percentage of married
women at the workplace has remained largely stagnant — about 20%

c) Employee turnover- “Flipkart have been able to contain (attrition among delivery
personnel) at close to 8%,” a Flipkart spokesperson said. That's far lower than the
ecommerce industry's 34% attrition among delivery personnel in 2017, up from 29% two
years earlier, as per TeamLease.

d) Learning and development- Hence, a cultural environment of learning had to be

consciously built from the ground with the aim of creating a system that reinvented
knowledge from the traditional and conventional methods. This led to coining of 'I
Learn. Walmart-owned Flipkart on Thursday said it is setting up a digital learning
academy to upskill thousands of students every year to help create a pool of skilled
supply chain operations talent in the country.

Uber:
A: Compensation analysis and payroll analysis

 After deducting Uber fees and driver vehicle expenses from customer fares, Uber driver pay
averages $11.77 per hour. This average hourly pay for Uber drivers is significantly lower than the
$32.06 average hourly pay for private-sector workers and the $14.99 average hourly pay for
workers in the lowest-paid major occupation (service occupation workers).
 The "discretionary remuneration" received by Uber drivers after deducting Uber fees and vehicle
expenditures, as well as the additional Social Security and Medicare taxes that self-employed
drivers must pay, averages $10.87 per hour. Our definition of discretionary compensation is the
maximum income available to a driver for consumption, assuming that drivers do not provide
themselves with the same health and retirement benefits or social insurance programmes
(workers' compensation or unemployment insurance) that regular employees do.
B: Training and Recruitment Insights
Video games that convert work into fun are becoming increasingly popular. Uber recognises this and has
developed a video game that functions as a recruiting tool. UberDRIVE, a new iPhone app, simulates the
pathfinding and other skills that drivers will need to be an effective driver for them. According to the
organisation, the position serves two purposes: letting new drivers know if they're interested and capable
of being a driver, and allowing current drivers to improve their skills.
C: Employee Diversity- Demographic employee data

D: Employee Turnover
Uber has reached an all-time high. According to June numbers, the turnover rate was nearly 20%. If this
turnover rate is annualised over a year, one-fifth of the company's overall personnel will have left by the
following year. When questioned by reporters, Uber has stayed silent.
E: Learning and development
Despite investing in its employees' personal development, one of the issues the Greenlight team
encountered was a lack of opportunities for team members to enhance their leadership skills. Working in
such a fast-paced setting left little opportunity for the staff to develop and practise coaching techniques.
As a result, there were personnel who needed management experience but didn't have an opportunity to
get it.
F: People Analysis
There are a total of 26900 people working at Uber office apart from that there are several drivers and
delivery boys working for uber in the varied business of uber including uber eats.

Conclusion
The marketing strategy of Flipkart is an exceptionally strong and powerful one, obviously, it
additionally doesn’t hurt that brands like Flipkart have abundant resources and can put forth their
marketing attempts in spring up. At Flipkart, monthly active customers and users are key metrics
and we are performing admirably. With an extremely nice customers database, Flipkart is
outstanding amongst other e-commerce sites after Amazon in India and has made some amazing
progress. Flipkart uses to change over its thoughts right into it and activity into results that
characterize its example of a successful story. Flipkart's top competitors include Etsy, Amazon,
eBay, Alibaba, Myntra, Paytm and Snapdeal.
Along these lines, Flipkart ought to attempt to offer the items at lower costs. This should be
possible by advancing its coordination administrations. Since coordination cost assumes a critical
part in deciding the cost of the item. Filpkart ought to attempt to enhance its store network in
such a way, to the point that its inventory network expenses ought to be less and attempt to offer
items at lower value contrasted with its rivals.
Nykaa has demonstrated to have bridged the gap between cosmetics supply and demand in India.
Nykaa has a 35 percent market share and is the country's market leader. It's time for Nykaa to
launch a new line of luxury under its own, after establishing a reputation for being authentic and
offering 100 percent actual products from various companies (both local and global), including
its own label of manufacture. This approach will assist Nykaa in moving from the mainstream
market to the luxury market. This expansion will help it grow its business and maintain its
market-leading position in the long run.
Amazon is a publicly traded firm, whereas Flipkart is a privately traded company. Amazon's
headquarters are located in Seattle, Washington. Flipkart, on the other hand, is headquartered in
Bangalore, India.
Revenue While Amazon's revenue was to be US$177.866 billion in Flipkart's revenue was
estimated to be US$2.8 billion.
Products and services
Among the products and services offered in Amazon include electronics, video games, apparel,
food, furniture, toys, software as well as jewellery. On the other hand, Flipkart offers products
and services such as electronics, lifestyle and fashion products. 
Amazon has several subsidiaries including Amazon Air, body labs, good reads, Zippos, graphic,
Amazon game studios, and Abe books. Flipkart has subsidiaries including PhonePe, which is a
mobile payments service, Myntra, Ekart, Jeeves and [Link].
Zomato and swiggy
When we compare Zomato with Swiggy, according to reviewers, answers the zomato demands
of their business better than Swiggy. When it comes to the level of continuous product support,
users believe Zomato is the best option. Our users liked Zomato's direction for feature upgrades
and roadmaps over Swiggy.
In FY20, Swiggy total revenue stood at INR 2776 Cr, an increase of 115% from INR 1292 Cr in
FY19. For Zomato, FY20 revenue stood at INR 2486 Cr, an increase of 98% from the previous
year. Swiggy overall revenue was roughly 12% greater than Zomato.

In the Indian food industry, Zomato & Swiggy are the dominant players. A comparison of
Zomato & Swiggy is prepared based on customer ratings, reviews & preferences. Zomato was
founded in 2008 by Deepinder Goyal & Pankaj Chaddah under the name Foodie Bay. The
company was renamed Zomato in November 2010. It focuses primarily on food. It not only
provides food delivery services, but it also allows users to search for nearby restaurants based on
their location whereas Swiggy was byNandan Reddy, Rahul Jaimini & Sriharsha Majet in 2014.
It first appeared in Banglore, India. Bundl Technologies Private Limited runs this business.
Swiggy, unlike Zomato, has a broad agenda that includes food as a major component. Aside
from food, they also provide grocery & medicine delivery services. With over 100 million
downloads, Zomato is the most popular free food and drink application. It has a rating of 4.0 out
of 5 based on 4 million reviews, whereas Swiggy has a rating of 4.3 out of 5 based on 50 million
or more downloads & 2 million reviews. After Covid, 9% of Swiggy users switched to Zomato
and in the Google Play Store, Zomato ranks first among free food and drink applications.