Post on 03-Jun-2018
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A
Summer Internship Project Report
On
Bottleneck towards success in E-Commerce
Market
Bookmywish E-commerce Pvt. Ltd.
submitted to
NRIBM PGDM
In partial fulllment of the
Requirement of the award for the degree of
Post Graduation in Diploma Management
Under The Guidance Of
Ms. Nishtha Israni
Professor
(project head)
Submitted by
Sunita Motwani - 1333
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Shweta Manchhani 13!"
#nudesh Gandhi 1313
PR$%#&$
The summer internship program ofered by the NR N!""#"E$% M&N&'EMEN" !"#(E! is an enlightening course orstudents like us who are wishing to master their business
administration skills with their knowledge. This is a uniquecourse; it not only develops our management talent but alsodevelops our technical skills. It imparts the necessary theoreticalknowledge about the eld but also provides an opportunity to
practically eperience the application o the businessadministration undamentals in the corporate as well as noncorporate sector.
!e were unaware about "#$ommerce market. %ere we really got
practical knowledge about "#commerce market andmarketplaces. &ow we are aware about the buying and sellingsystem in "#commerce market through marketplace. !e are verymuch thankul to 'rs. &ishtha Israni( cluster head and our pro)ectguide as well.
!e thereore have pleasure to present our training report( whichwe hope is as per our curriculum requirements.
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#&'N()*$DG$M$N+
It gives us pleasure to present this pro)ect report( which is anoutcome o the study E-Commerce Market
$ompleting a task is oten a result o valuable contribution onumber o individuals in a direct or indirect manner that helps onshaping and achieving an ob)ective.
!e wish to epress our sincere gratitude to innumerable numbero people who have been associated with us throughout this
pro)ect. !e eel blessed to have the opportunity o epressing ourhearty gratitude to the ollowing personalities( without the helpo whom our pro)ect could not have been hatched.
*irstly we would like to acknowledge our sincere thanks to 'rs.&ishtha Israni( who gave us an opportunity to carry out this
pro)ect and had been a constant inspiration. !e also thankchairman 'r. +nish &agpal and 'r. +mit ,urswani or constantmotivation or this pro)ect.
!e are also thankul to the other staf member o -ookmywish "#$ommerce ,vt. td. or their continuous motivation throughout
this program( which really helped us in completing this pro)ect.
!e are grateul to our guide 'r. /a)esh Israni or the 0ummerInternship ,ro)ect( or their regular guidance without which our
pro)ect report would not have been completed.
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+#B*$ (% &(N+$N+S
SR0N( +(PI& N#M$ P#G$ N(0
Preface 2
Acknowledgement 3Eecuti!e "ummar# 4
&hapter-1 #bout the industry $1%1 &hat i" E'(ommerce ) *1%2 +e# ,ri!er" of E'(ommerce 1-1%3 &hat i" the Impact of E'(ommerce 1.
1%4 (la""if#ing E'(ommerce 2$
&hapter-! #bout the company 1/2%1 Introduction of 0ookm#&i"h E'(ommerce P!t%
td%2
2%2 (ompan#" product" and "er!ice" 212%3 ,i"tincti!e enet" of u#ing from E'(ommerce 2/
&hapter-3
3%1 5unctional area worked in 3-
3%2 Re"earch 3.
3%3 67ecti!e" 3$3%4 imitation" 3*
3%- Re"earch methodolog# 3/
3%-%1 Re"earch de"ign 4
3%-%2 ,ata collection 43
3%-%3 Anal#"i" of que"tionnaire -2
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3%-%4 (onclu"ion .1
3%-%- 0iliograph# .2
3%-%. .2
3%-%$ .3
3%-%* ..3%-%/ .$
3%-%1 .$
3%-%11 .*
$
4%1 $1
4%2 $3
4%3 $3
4%4 $3
4%- $44%. $4
4%$ $4
4%* $-
4%/ $*
4%1 **
*/
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P+$R-1
&B$#" ")EN(#!"R*
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2101 )#+ IS $-&(MM$R&$
$4o5ution
)#+ IS $*$&+R(NI& &(MM$R&$6
E!en toda#8 "ome con"iderale time after the "o called 9dot com:Internet
re!olution8 electronic commerce ;e'commerce< remain" a relati!el# new8
emerging and con"tantl# changing area of u"ine"" management and
information technolog#% =here ha" een and continue" to e much pulicit#
and di"cu""ion aout e'commerce% irar# catalogue" and "hel!e" are
lled with ook" and article" on the "u7ect% >owe!er8 there remain" a
"en"e of confu"ion8 "u"picion and mi"under"tanding "urrounding the area8
which ha" een eacerated # the di?erent contet" in which electronic
commerce i" u"ed8 coupled with the m#riad related u@@word" and
acron#m"%
=hi" ook aim" to con"olidate the ma7or theme" that ha!e ari"en
from the new area of electronic commerce and to pro!ide an under"tanding
of it" application and importance to management%
In order to under"tand electronic commerce it i" important to identif#
the di?erent term" that are u"ed8 and to a""e"" their origin and u"age%
According to the editor'in'chief of International 6ournal o "lectronic
$ommerce8
ladimir Bwa""8 9Electronic commerce i" "haring u"ine"" information8
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maintaining u"ine"" relation"hip" and conducting u"ine""
tran"action" # mean" of telecommunication" network"%
1% >e maintain" that in it" pure"t form8 electronic commerce ha" ei"ted
for o!er 4 #ear"8originating from the electronic tran"mi""ion of me""age" during the 0erlin
airlift in 1/4*%
2 5rom thi"8 electronic data interchange ;E,I< wa" the net
"tage of e'commerce de!elopment% In the 1/." a cooperati!e e?ort
etween indu"tr# group" produced a r"t attempt at common electronic
data format"% =he format"8 howe!er8 were onl# for purcha"ing8 tran"portation
and nance data8 and were u"ed primaril# for intra'indu"tr# tran"action"%
It wa" not until the late 1/$" that work egan for national
Electronic ,ata Interchange ;E,I< "tandard"8 which de!eloped well into
the earl# 1//"%
E,I i" the electronic tran"fer of a "tandardi"ed u"ine"" tran"action
etween a "ender and recei!er computer8 o!er "ome kind of pri!ate
network or !alue added network ;AC
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=hu"8 uptake wa" limited largel# to ca"h'rich multinational corporation"
u"ing their nancial "trength to pre""ure and per"uade ;with "u"idie"ere" the important thingF E'commerce8 E'u"ine"" or whate!er el"e #ou
ma# want to call it i" a mean" to an end%
=he di?erent name"8 denition" and word" referred to in the pre!iou"
"ection" are merel# a "ample of the glo""ar# that ha" originated from
marketing
department" to "ell a concept8 the media to de"crie a "en"ational
9new phenomenon8 con"ultant" to 7u"tif# their fee" and recommendation"8
and u"ine"" to !alidate and implement the new technolog#% In fact there i"
no one deniti!e meaning of e'commerce or e'u"ine"" that i" uni!er"all#
e"tali"hed% =he di?erent term" are u"ed to illu"trate di?erent per"pecti!e"
and empha"e" of di?erent people in di?erent organi"ation" and u"ine""
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going concern% E'u"ine"" can roadl# e dened a" the proce""e" or
area" in!ol!ed in the running and operation of an organi"ation that are
electronic or digital in nature% =he"e include direct u"ine"" acti!itie" "uch
a" marketing8 "ale" and human re"ource management ut al"o indirect
acti!itie" "uch a" u"ine"" proce"" re'engineering and change management8
which impact on the impro!ement in eKcienc# and integration of u"ine""
proce""e" and acti!itie"%
5igure 1%1 illu"trate" the ma7or di?erence" in e'commerce and e'u"ine""8
where e'commerce ha" a roader denition referring more to the
macro'en!ironment8 e'u"ine"" relate" more to the micro'le!el of the rm%
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%i8ure 101 Electronic commerce and electronic u"ine""
Introduction to e'commerceL$Although di?erent8 oth e'commerce and e'u"ine"" are al"o highl#
integrated
and reliant upon each other%
)#+ #R$ +$ '$/ DRI.$RS6
It i" important to identif# the ke# dri!er" of e'commerce to allow a
compari"on
etween di?erent countrie"% It i" often claimed that e'commerce i"
more ad!anced in the DA than in Europe% =he"e ke# dri!er" can e
mea"ured
# a numer of criteria that can highlight the "tage" of ad!ancement
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of e'commerce in each of the re"pecti!e countrie"% =he criteria that can
determine the le!el of ad!ancement of e'commerce are "ummari"ed in
=ale 1%1 and can e categori"ed a"F
1 Technological actors 7=he degree of ad!ancement of thetelecommunication"
infra"tructure which pro!ide" acce"" to the new technolog# for
u"ine"" and con"umer"%
! ,olitical actors 7 including the role of go!ernment in creating go!ernment
legi"lation8 initiati!e" and funding to "upport the u"e and de!elopment
of e'commerce and information technolog#%
3 0ocial actors J incorporating the le!el and ad!ancement in I= education
and training which will enale oth potential u#er" and the workforce
to under"tand and u"e the new technolog#%
9 "conomic actors 7 including the general wealth and commercial health
of the nation and the element" that contriute to it%
ince a di"tinction ha" een made in thi" ook etween e'commerce
and e'u"ine"" for con"i"tenc#8 the ke# dri!er" of e'u"ine"" are al"o
identied%
=he"e are mainl# at the le!el of the rm and are inMuenced # the
macro'en!ironment and e'commerce8 which includeF
8rganisational culture J attitude" to re"earch and de!elopment ;RN,
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/equirements o customers and suppliers J in term" of product and "er!ice
demand and "uppl#%
$ompetition J en"uring the organi"ation "ta#" ahead of or at lea"t keep"
up with competitor" and indu"tr# leader"%
=he"e ke# dri!er" for the implementation of e'u"ine"" can e put into the
contet of the cla""ic economic equation of "uppl# and demand illu"trated
in 5igure 1%2%
=hu"8 e'commerce pro!ide" the infra"tructure and en!ironment that
enale" and facilitate" e'u"ine""% &ithin thi"8 the implementation of
e'u"ine"" i" "olel# dependent on whether there i" a demand # the
organi"ation
and whether it can e "upplied within the organi"ation% ,emand
i" created largel# # the need to cut co"t"8 impro!e eKcienc#8 maintain
)#+ IS +$ IMP#&+ (% $*$&+R(NI& &(MM$R&$6
E'commerce and e'u"ine"" are not "olel# the Internet8 we"ite" or dot com
companie"% It i" aout a new u"ine"" concept that incorporate" all pre!iou"
u"ine"" management and economic concept"% A" "uch8 e'u"ine""
and e'commerce impact on man# area" of u"ine"" and di"cipline" of
u"ine"" management "tudie"% 5or eampleF
'arketing J i""ue" of on'line ad!erti"ing8 marketing "trategie" and
con"umer eha!iour and culture"% 6ne of the area" in which it impact"
particularl# i" direct marketing% In the pa"t thi" wa" mainl# door'todoor8
home partie" ;like the =upperware partie"< and mail order u"ing
catalogue" or leaMet"% =hi" mo!ed to telemarketing and = "elling with
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%i8ure 10! +e# dri!er" of e'u"ine""
the ad!ance" in telephone and tele!i"ion technolog# and nall# de!eloped
into e'marketing "pawning 9e(RG ;cu"tomer relation"hip management