To Study

Customer Relationship Management

& Merchandising in E-commerce Industry
(Winter Internship Project)
{Jan-Feb 2017}
For

Submitted by: - Submitted to: -

Siddharth Mall Dean. Rajat Bohra

Table of Contents
1 Industry Profile............................................................................................ 5

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 2 Company Profile ........................................................................................ 6

3 Organizational Structure..................................... 10

4 Schedule...........................................13

5 Project Objectives....................................................................................... 15

6 Work Done......................................................................................... 17

7 Learning Objective.................................................................................... 24
8 SWOT Analysis..................................................................................... 27
9 Recommendation & Suggestions............................................................... 30

10 Executive Summary.................................................................................. 31

Photos .................................................................................................32
Appendix ............................................................................................ 33

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 Preface

The Winter program offered by the Taxila Business School, is an

enlightening course for those who are wishing to Master their Business
administration skills, with their knowledge. This is a unique course which is a cortex
of PGDM. It not only develops your management talent but also develop your
technical skill. It imparts the necessary theoretical knowledge about the field but also
provides an opportunity to practically experience the application of the business
administration fundamentals in the corporate as well as the non-corporate sector.
I was unaware about the role of exchanges and depositories in the e-commerce
Industry. Here I really got practical knowledge about the role of E-commerce
industry. Now I am aware about the buying and selling system in the market through
online selling. I am very much thankful to Mr. Madhur Singhal CEO of the
Organization for his help.
I therefore have pleasure to present my Internship Training report, which, I hope as
per the curriculum requirements.

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 Acknowledgement

I am indebted to my faculty for providing the Students an opportunity

to experience the practical working of the knowledge imparted to us theoretically.

I am grateful to Linenwalas (A Brand of Singhal Export) for

allowing me to undertake my winter Internship training in the organization. To
mention, I would like to extend my gratitude towards-

Mr. Gaurav Sharma (Business Development Head)

Mr. Chandresh Bilal (Business Development Manager)

They helped me during my entire Internship Training Program. I

would also like to thank Miss Arushi Gupta and Miss Antima Sharma who facilitated
me in my practical learning.

INDUSTRY PROFILE
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 (E-commerce Industry)
India had an internet user base of about 354 million as of June 2015 and is
expected to cross 500 million in 2016. Despite being the second-largest user base in
world, only behind China (650 million, 48% of population), the penetration of e-
commerce is low compared to markets like the United States (266 million, 84%),
or France (54 M, 81%), but is growing at an unprecedented rate, adding around 6
million new entrants every month. The industry consensus is that growth is at an
inflection point.
In India, cash on delivery is the most preferred payment method, accumulating 75%
of the e-retail activities. Demand for international consumer products (including long-
tail items) is growing much faster than in-country supply from authorised distributors
and e-commerce offerings.
In 2015, the largest e-commerce companies in India were Flipkart, Snapdeal, Amazon
India, and PayTm

Market size and Growth

India's e-commerce market was worth about $3.9 billion in 2009, it went up to $12.6
billion in 2013. In 2013, the e-retail segment was worth US$2.3 billion. About 70%
of India's e-commerce market is travel related. According to Google India, there were
35 million online shoppers in India in 2014 Q1 and is expected to cross 100 million
mark by end of year 2016. CAGR vis--vis a global growth rate of 810%.
Electronics and Apparel are the biggest categories in terms of sales.
According to a study conducted by the Internet and Mobile Association of India, the
e-commerce sector reached to Rs. 2,11,005 crore on December 2016. The study also
stated that online travel accounts for 61% of the e-commerce market.
By 2020, India is expected to generate $100 billion online retail revenue out of which
$35 billion will be through fashion e-commerce. Online apparel sales are set to grow
four times in coming years.

COMPANY PROFILE
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 Linenwalas incorporated in the year 1994, at Jaipur, (Rajasthan,
India), were they started with a name of Singhal Exports as a manufacturer,
exporter, wholesaler and supplier of Hotel Bath Linens, Hotel Bed Linens, Hotel
Chair & Tables Covers Linens, Hotel Housekeeping Products, etc.
Linenwalas deals in quality bed, bath and table linen that is being sold
to the best of the hotels worldwide and households. It is one of the largest E-
commerce company of Rajasthan and on its path to become the largest in India.
Business is conducted through both offline as well as online channels. We have 6000
Sq feet area Warehouse in Jaipur which is focused on e- commerce. Currently we are
dispatching 250-300 orders/day and have more than 500 SKU. It is increasing day by
day at an astonishing rate & aim to sell more than 10000 orders/ day.
They offer their products in a variety of sizes, colour shades, patterns,
weights as well as designs. These products are valued for the features like high tear
strength, shrink resistance, colourfastness, good absorbent capacity, smooth texture,
softness, etc. Furthermore, provided products are widely used in sectors such as
hotels, resorts and restaurants. They offer these products to their esteemed customers
according to their specific needs and at very economical prices.

To be at par with the recent market trends, all the latest machinery and
equipment has been integrated at their manufacturing unit. With the help of their
advanced manufacturing facility, they are able to fabricate a qualitative assortment of
products. Time to time old machinery and equipment are replaced with the recent
technologies that help them in maintaining proficiency in ther production process.
Team of their quality controllers make sure the usage of premium grade basic
material in the fabrication of offered products. To work in compliance with the
international quality standards, a testing laboratory equipped with modern tools has
been established that enables us to conduct quality examination process in a more
efficient manner. On the basis of several market analyses, quality of their products is
also improvised from time to time.

A team of highly skilled professionals is recruited by them to manage

entire business procedures in an organized manner. More than 150 Employees
are working in this Organisation. Their appointment is made on the basis of
their expertise and knowledge of the concerned industry. They have skilled labours,
designers, research & development executives, quality experts and sales & marketing

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personnel in our team. All their team members coordinate with each other before
carrying out any task related to production, use of raw material and delivery of
products. They maintain close relations with customers to understand their specific
requirements and work accordingly. To accomplish their goal of attaining complete
customer satisfaction, they strive hard to offer utmost quality in every aspect of their
products. Apart from this, they accept easy payment modes for the convenience of
their honoured customers.

In order to store their finished products in a safe manner, they are

endowed with a voluminous warehousing unit. Stretched over a vast area of land,
there warehousing unit is facilitated with all the required amenities. For the proper
identification of their products, they have segmented it methodologically into
different divisions. With the help of their store keepers, it is possible for us to monitor
exact record of stored and retrieved products. Due to their access to multiple
transportation facilities, they are able to deliver all their products within promised
time frame.

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Basic Information

Nature of Business Online Export

Manufacturer

Additional Business Wholesaler

Trader

Company CEO Madhur Singhal

Corner Building Of Surajpole Anaaj Mandi

Registered Address Galta Road, behind Rajesthan feed mill..,
Jaipur- 302 003, Rajasthan, India

Manufacturing and Trading of Hotel Bath

Industry Linens, Hotel Chair covers and Tables Covers,
Hotel Housekeeping Products, etc.

No of Employees More than 150 People

Year of Establishment 1975

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 Legal Status of Firm Proprietorship Firm

Promoter Mr. Ghanshyam Singhal

Annual Turnover Rs. 8 - 10 Crore

Company USP

Quality Measures /
Yes
Testing Facilities

Statutory Profile

Pan No. AQUPS2940P

Central Sales Tax No. 08962207114C

Value Added Tax

08962207114V
Registration No.

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Packaging/Payment and Shipment Details

Customized Packaging Yes

By Road

Shipment Mode By Sea

ORGANIZATION STRUCTURE
OF COMPANY

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 CEO

Producti Merchandi
on sing CRM

Packagi
Finan
QC ng &
ce
Shipping

Linenwalas is having a distinctive organizational structure along with different

departments

Production Department
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 In Production Department a proper research is done on our current
market and according to the trend planning is done and Produce that different types of
Product.

Merchandising Department
As the process of Production is completed the next step comes is
Merchandising where the final product which is prepared be the production
department is moved to Inventory and that product goes Live on Internet selling
Portal (Amazon, Flipkart, PayTm etc.) Here a proper Description and use of the
Product is given on Online along with the IMAGE of the Product and make the
Product looks attractive to buy.

Quality Control Department (QC)

Once the Order is placed for any product on Online portal then the
product is to transferred to Quality department where a proper quality control policy
is followed (Exact Size, Weight, Colour etc.)

Customer relationship management (CRM)

Here a list of Customers is maintained whoever purchased our product
their details are available in this department by the use of different Software mainly
ZOHO CRM.

Packaging & Shipping Department

After passing from Quality check the Product is moved to this
department where the product is properly packed and shipped to Customer Delivery
Address.

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 Finance Department
This department maintains all the transaction of purchase and sale of the Product
along with organisational Expenses .

Return Department
Here all records are maintained of those products which are returned by the customer
either any reason and forward that customers details to CRM department.

Day Schedule

Take Customized Order

Linenwalas provide an excellent facility to its customer where the
customer can have their own desired color and size for the required product so
when customer make an order for customized product one have to contact to
the customer through Email or Phone and confirm their preference.
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 Talks to Clients
Company has its information email id (info@linenwalas.com)
where customers those who want any information or those who have any query
regarding company or any product are sending mails to this id so one have to
check and revert them and clear their query if they have either by mail and by
phone if required

Maintain CRM Work Updates

Linenwalas is selling its product to end number of customers and
reaching new - new customers daily so the company maintain the record of
their customers so company use an online software where they maintain the
details of their customers like No of item purchased, name, address, phone all
the necessary details.

Collect Feedback
This is a important part of an organization where the company
collects feedback from their customers and try to improve the defect if any and
also to know the customer satisfaction for fulfilling their demand

Update Inventory
Inventory is the most important part of the organization because sale is
depending on the available product so in order to keep running the growth of
the organization one has to make available of Inventory through proper
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 Inventory management system. A proper inventory management system has
following few questions answer always with them.
Like how many product goes out?
How many product is coming to Inventory?
Which product is going to finish?

Check Returns
Linenwalas is an online selling organization where a product is sold online but
after selling it is not always possible that the product which the customer likes
the product which he has purchased either for any reason like
Late Delivery
Different from the ordered Product
Not Required
Size or Color difference. Etc...
Then one has to maintain the Record of the Returned product and also to check
that the product which is sent is returned the same or other.

Project Objective

CRM, in its broadest sense, means managing all interactions and business with
customers. This includes, but is not limited to, Improving customer service.

A good CRM program will allow a business to acquire customers, service the custom
er, increase the value of the customer to the company, retain good customers, and
determine which customers can be retained or given a higher level
of service. A good CRM program can improve customer service by facilitating
communication in several ways:

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 Identify how each individual customer defines quality, and then
design a service strategy for each customer based on these individual
requirements and expectations.

Help to identify potential problems quickly, before customer occur

Provide a user-friendly mechanism for registering customer

complaints (complaints that are not registered with thecompany cannot be reso
lved, and are a major source of customer dissatisfaction).

Provide a fast mechanism for handling problems and complaints (complaints

that are resolved quickly can increase customer satisfaction).

Use internet cookies to track customer interests and personalize product

offerings accordingly

To develop integrated Database.

Ways to meet those needs.

To develop Strategy and action plan on quarter & annual basis.

To gain knowledge about consumer behaviour

To know, how to maintain relationship with customer?

To know, the needs analysis of customer

To understand, with the help of feedback form that why customers are not
trading with Linenwalas

To know, the customer perception about companys products &service

The CRM program can be integrated into other cross-functional systems and
thereby provide accounting and production information to customers when they want
it

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Keeping Existing Customers

Grading customers from very satisfied to very disappointed should help the
organization in improving its customer satisfaction levels and scores. As the
satisfaction level for each customer improves, so shall the customer retention with the
organization.

Maximizing Life time value

Exploit up-selling and cross-selling potential. By identifying

lifestage and life event trigger points by customer, marketers can maximize share
of purchase potential
.
Thus, the single adults shall require a new car stereo and as he grows into a married
couple his needs grow into appliances.

Increase Loyalty

Loyal customers are more profitable. Any company will like its mindshare state
to improve from being a suspect to being an advocate. Company has to invest in
terms of its product and service offerings to its customers. It has to innovate and meet
the very needs of its customers so that they remain as advocates on the loyalty curve.
Referral sales invariably are low cost high margin sales.

What I did at Linenwalas

The Internship at Linenwalas (A Brand of Singhal Export) from
23/01/2017 to till 10/03/2017 for 45 days at a position of Business Development
Executive.

The Company is situated at

IT 2009, Behind Bombay Hospitals, Sitapura Industrial Area, Jaipur - 302022.

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 There has been introduction of all the Employees and along with brief product
knowledge also about the company about the company and what work is done and
described all the different departments how the work of different department is
processed.

Merchandising Department

Mr Gaurav Sharma (Assistance Manager) of Merchandisers Department and

Customer Service Managements where he describes full detail about product along
with Listing of Products on E-commerce Selling Channel like (AMAZON,
FLIPKART, SNAPDEAL, PAYTM, etc.). The knowledge about the how to make a
Product online for sale is to known perfectly in an e-commerce company because that
is the main thing in an E-commerce industry.
Listing of a Product Include
Name
Type of Product
Colour
Size
Image
Product Descriptions
Selling Price
and many more things. While working in this departments an assignment is done and
that is to Increase the seller Rating on Amazon. Every seller is having its Image in
Online selling Channel with which the customers goodwill is made and that is
through its Customer Review. Where Satisfied customer gives their Positive
Feedback to review them on Online Selling Channels like AMAZON, FLIPKART.
which help to increase the Seller Rating.

Increased the Seller Rating

Before Joining the company Seller Rating of Linenwalas on
Amazon was 4.5 out of 5.0
But Right now, the Current Rating of the Company is 4.7 out of 5.0 and these all is
done through Digital Campaign and also by talking to the customer who liked our
product ask them to review
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 Packaging & Shipping Department & Inventory Management

Each and every person who is new joining if that person is having any
doubt to that person a training is given for using their Invoice Software i.e.
(UNIWARE) that how to process the Inventory stock, Dispatch requirements Details,
returns filing details are done and trained to use it after completion of training they
allow to work on that software and further details. Later they provide a small session
on dealing customers issue and after that they allow to take Customized Orders
direct from Customers this is because the Company provide option to its customers to
make the required product in their own choice that can be of anything (Colour or
Size) either contacting through E-mail or Phone Call so as those orders are prepared
separately.

Customer relationship management (CRM)

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 After getting complete knowledge about UNIWARE a new
training has been given for Client Relationship Management following the
management model given below.

Along with this model those customers is to be separated into three different type
1. Patron,
Those customers who are regular
2. Potential
Customers are those customers who has purchased 1 or 2 products or provide good
rating Customer is someone who has already purchased

3. Returned

These category is to be given to those customer who have purchased the product but
for any reason they have return the product.
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The Customers who are purchasing the products to them I have to contact through
available means and ask them to provide their feedback for the product and also ask
them if Positive Feedback to review them on Online Selling Channels like
AMAZON, FLIPKART.
While these there has also be a learning for CRM team by Human Resource and that
is of Customer Retention Program

A customer retention program is the best way to increase retention, reduce churn
and grow revenue.
Research found that an increase in customer retention by just 5 percent, can lead to an
increase in profit by 25 to 95 percent. Thats a serious stat that cant be laughed at.
Additional research by John Fleming and Jim Asplundh found that engaged
customers generate 1.7 times more revenue than normal customers, while having
engaged employees and engaged customers returns a revenue gain of 3.4 times the
norm.

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To increase customer retention, I propose you implement a customer retention
program. In this post, Ill take you through seven customer retention programs that
reduce churn, boost customer lifetime value and increase revenue.

1. Deliver proactive customer service

2. Offer a consistent customer experience
3. Focus on exceeding customer expectations
4. Learn, measure and use the Net Promoter Score
5. Track and trend customer satisfaction
6. Delight customers by being personal
7. Build dependency by becoming a trusted advisor

Apart from this another assignment is do and that is to search clients details and
Synchronised at one place

Searching Clients Detail

Under this Project a list of Customers where Name and Address of the Customers and
with the help of that List one has to search the Contact details that is Email and
Mobile No of the customer with the help of Internet

It gives me a proper Knowledge to find a person vai using various platform like
Facebook
LinkedIn
Google
Google+
and many other ways.

This Project gave me a learning and a new skill to find a person and learn
many tricks to find and search anyone.

Marketing and Promotion

As the Company mostly deals in online basis but company also try to capture offline
market where company allot this work to marketing team to work offline in the
market where they try to cover hotels, guesthouse, hospitals and even individual
where work through Sample.
Working in this department gave a live market feeling to contact the customers
directly along with assign Project (Increase the Sale and Half the Return)

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 Project (Increase the Sale and Half the
Return)
Sale on Nov & Dec

Sale on Jan & Feb

Digital Marketing
As the Organisation is an Online Selling Organisation so Digital
Marketing plays an important role in this organisation because digital marketing
is marketing of products or services using digital channels to reach consumers. The
key objective is to promote brands through various forms of digital media. Digital
marketing extends beyond internet marketing to include channels that do not
require the use of the internet.

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 Having a keen interest in digital marketing company allows to undertake projects
like

Digital Promotions
Make the Company Aware to The Market through the help of Social Media on
Facebook
LinkedIn
Pinterest
Instagram
With the use of Google Advertisement program that is
Google AdWords
Google Analytic
Amazon Advertisement

LEARNING OBJECTIVES

E- tailing

E-tailing means Electronic Retailing where retail goods are sold over Internet and by
joining this organisation it gives me a complete knowledge of the whole process
starting from list of the Product to their stock quality up-to the final delivery of the
product to customers.

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Time Management

Got many Situation where the given work is to complete on time and specially when
the Projects were given that time is very fruitful and gave an excellent learning and
teach to manage each everything on Time.

Daily Work Report is to be made and submitted at the end of the day.

To check and manage each and everything on time, the availability of is in Stock or
not because if there is no stock on online channel than there will be no orders and it
will be a loss.

Make the Delivery of the product on Time to the Customers

The above all work have been done by me which gave me a learning of doing work
along with Time Management

Expert in Office tools

As A part of Customer Relation Management (CRM) team there one has to make a
list of the Customers who are purchasing our Product and that List is to be made in
Ms- Excel and while making this excel one has a brief knowledge and also to know
how to use various formulas various Tricks like using VLOOKUP, Concatenate
Formula by using these formulas it made my work easier.

Client Relationship

While working with this company there is an exposer to meet with real life customers
in-order to deal with them and many times to contact with them either for taking

Customized order or
For taking their Feedback or
Their Reason for Return

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Improve Communication Skill

Working with this Organisation it helps me to improve my communication Skill

because I was there who are directly dealing with the Customers either from face to
face or through Email or Phone and while having a conversation with the customers it
makes me bold and talkative and improved my Language.

Situation Handling

While playing a role of Inventory Manager there were many Situation when there
have been order for a product which we are not having either of any reasons than that
is very serious situation because we are here to fulfil the demand of the customer and
if not than that will hamper the goodwill of the Organisation so in that case I have to
take a decision what to do either to send any substitute.

Digital Marketing

As having a keen interest in subject of Digital Marketing in curriculum of P.G.D.M

and after joining this organisation one have can get a chance to use this knowledge
Live and do Digital Advertisement for that Company and have done Live Campaigns
on google platform.
Google AdWords
Google Analytics

Product Designing and Innovation in Similar Product.

Working with this organisation gave me to know the different type of Product and
gave me learning of Product designing and how to make our Product different from
other product so that will attract to the customers and make them to buy our Product.

Get Knowledge of Official Email.

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Gave us Learning to Wright a proper email to the Customers or to our Top
Management and also to our peers. Working with these organisation gave me a
learning of writing different forms of mail like

Appraisal Mail
Appointment Mail
Motivational Mail
Apology Mail
Feedback Request Mail and many more

A chance to be a part of the fastest growing organization.

Working with this organisation provides a great opportunity to work with a growing
organisation as the company was started in 1975 but it was working Offline and in
2016 the company came to deal through ONLINE basis through different
E-commerce Channels so as a recent beginning of the company provide a great
opportunity to learn as compared to already establish company to work with those
who has already captured the market.

Developed a New Skill

A list of Customers where Name and Address of the Customers is given and with the
help of that List one has to search the Contact details that is Email and Mobile No of
the customer with the help of available mean

As now each and every one is This Project gave provides learning and developed a
new skill to find a person and learn many tricks to find and search anyone.

SWOT Analysis
Introduction

SWOT Analysis is a strategic planning method used to evaluate

the Strengths, Weaknesses, Opportunities, and Threats involved in a project
or in a business venture. It involves specifying the objective o f t h e b u s i n e s s
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v e n t ur e or p r o j e c t a n d i d e n t i f y i n g t h e i n t er n a l a n d external factors
that are favourable and unfavourable to achieving that objective.

A SWOT analysis must first start with defining a desired end state or
objective. A SWOT analysis may be incorporated into the strategic planning
model. An example of a strategic planning technique that incorporates an objective-
driven SWOT analysis is Strategic Creative Analysis (SCAN). Strategic Planning,
including SWOT and SCAN analysis, has been the subject of much research

Strengths: attributes of the person or company that are helpful to achieving the
objective.

Weaknesses: attributes of the person or company that are harmful to achieving

the objective.

Opportunities: External conditions that are helpful to achieving the objective.

Threats: External conditions which could do damage to the business's

performance

Therefore, the SWOT analysis is presented here and the suggestions for maintaining
strengths and removing weaknesses are explained.

Strengths

Well-maintained infrastructure.

Dedicated, Intelligent and Loyal staff.

On-line Trading products.

Lowest Selling Price and other charges w.r.t. Competitors.

The best investment advice correct up to 70-90 % through dedicated

Research and reports.

Wide product range to enable the clients to choose the best alternative.

One of the best Product in its Business Line in India.

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 A positive image in the existing clients.

Large retail customer base

Management information system is quite good as compare to competitors

Weaknesses

Less awareness in the market.

Time consuming process for delivering, resolving the problems of the

customers replacement product, etc.

Service quality is not maintained accordingly how they are promoted.

Employee Retentions is very less

All Department are not working in a synchronized way

Opportunities

Large primary market to sit as a book runner for the other companies as its
major income is coming from AMAZON.

Slope of Online market towards delivery based transactions is very high.

60% to 70% people are now shopping Online so huge opportunities are there

Large potential market for delivery and intra-day transactions.

Open interest of the people to enter in Ecommerce transation.

Attract the customers who are dissatisfied with Competitors product.

An indirect opportunity generated by the market from its bullishness.

Threats

Decreasing Selling Price of product in the market to sell more by Competitor.

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 Increasing competition .

Poor marketing activities for making the company known among the customers

A threat of losing clients for any kind of weakness of the company.

Indirect threat from instable market, i.e., change in trend.

Recommendation & Suggestion

Brand Awareness
They should highly focus on creating a Brand Awareness

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 There have many old employees but they need to give chance to
younger people also so as they have new and Innovative way to
do the same work with more efficiency

Time to time appraisal for the employee should be there

Employee Retention is Weak

Motivation of Employees

Conduct Some Training for employee

Taking market review of the product

Should do some social campaigns and make more awareness

ofproduct.

Use Best Quality Product.

Should start selling on their own Website

Less Return should be maintained to Zero Return

EXECUTIVE SUMMARY

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 The study consisted with all the work flows of Linenwalas an Online
Seller on e-commerce platform in Jaipur, Rajasthan, India.

How the organisation is performing and how the organisation is

running perfectly in the competitive world has been explained. The innovative
thinking of the organisation is to reach more and more consumers is appreciable.

The Organisation has increased its network as much as possible with

ultimate aim of reaching more and more customers. Linenwalas made consumers
work more easy and comfortable by providing them Online at their door steps and in
simpler form of their own choice by providing them a customized option that have
been increased their Sale.

In this competitive market one has to be lead and rest will follow.
Based upon consumers survey got our clear winner and it is Linenwalas.
They have been a better growth as compared to their Competitor i.e (StoryAtHome)

Even though it is a one year start the company is booming to reach

at top and the Company understood Indians very well and made its roots stronger in
India. Linenwalas is also giving very tough competition to StoryAtHome even though
it is new company when compared its Growth. Maybe it takes some time to
overcome, but definitely they are doing very well in Indian e-commerce market.

Photos

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 Product Line Of Linenwalas

Excel of
Daily Order Details Sheet
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Excel of Monthly Product Rating Sheet

20000 Clients details Sheet

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Sales Report

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