1 A.) SWOT analysis on adding selection through offline sellers Strengths: Amazon has an experience of working in this field for the past 17 years and can cross leverage best practices for onboarding & inventory management from across the globe. Once Junglee has its own infrastructure in place, an FBA (fulfillment by Amazon) type of model can be brought in which will be suitable to offline retailers & Junglee.Weaknesses: Offline sellers may not have an updated website. Some offline sellers may operate at a regional level and may be restricted to delivery in some top cities. Junglee has an experience of working only with online retailers in India & lack of experience of working with purely offline firms. Junglee is only an aggregator and can control the final customer experience only till a certain extent.Opportunities: To increase competition and thereby deliver more options for customer. To introduce new categories on Junglee and cater to diverse consumer needs and increase traffic on junglee.com. Due to local offline sellers, the delivery of many categories in Tier 3 and 4 cities will be faster and also help in market penetration. Cross selling & Co-branding through offline partners. Offline sellers who are currently present only in Tier 1 cities can build up their overall sales and penetrate into other cities through Junglee.Threats: Service levels may be subject to offline sellers & may not be up to the mark if a model like FBA is not put in place. Too cluttered a portal might lead to loss of sales, as people may move to specific portals for specific shopping or if they don’t have more options to compare per category.

1 B.) Strategy for adding selection through offline sellers“Junglee has a vision of organizing selection and buying choices & is relentlessly focused on adding selection and making it convenient for customers to find, discover, and shop anything using their service.” Keeping this vision in mind, expanding selection through offline sellers is definitely one step in the right direction of becoming a one-stop solution for online shoppers. Categories: Junglee needs to add new categories and also increase depth of products as well as sellers in some of the existing categories to provide a more holistic shopping platform to its customers. (The categories listed below were identified based on analysis of the reports by E-bay 2011 census and a survey conducted by us. Refer Appendix 1 for analysis of the E-bay India Census 2011 and Appendix 2 for the survey results) Accessories :

Sports Equipment Musical Instruments

Software (more than 1 seller) Automobile

Junglee already has a presence in the categories mentioned above however they need to increase the number of sellers per category & also increase the product depth in terms of accessories available in these categories. New Categories

Grocery & gourmet HealthcareGrocery & healthcare are two upcoming categories where websites like mygrahak & localbanya have created a name for themselves through tie-ups with local offline sellers. However there is a lack of national level players in these domains. Junglee could tie up with local players for the tier 1 & tier 2 cities where online buying of groceries has started out. Due to the perishable nature of these goods and the volatile prices, the listings have to be updated in real time. In case of healthcare utmost care should be taken in seller selection. The requirements which need to be defined for bringing on board any offline seller are:Seller Requirements

Seller should have their own portal or be agreeable to the idea of their own portal Products to be listed by the seller should be legally allowed for sale in India Seller should give a high priority to consumer satisfaction & maintain similar service levels for both online and offline

sales Proper return and refund policy along with a policy for defective products

Data Requirements Entire Product Catalog data with proper categorization of products to be shared with Amazon Junglee has to decide on certain standard for product id’s like GS1 India and ensure that all sellers stick to it thereby

ensuring data consistency Data quality standards must be followed for example proper representative images for products must be uploaded,

proper pricing should be displayed along with current inventory position of the seller

For attaining higher penetration Junglee needs to target both national as well as regional sellers. Ideally for each product the consumer must have an option of at least 5 to 8 sellers to choose from. Onboarding – Data Integration & Data Quality: For integrating regional sellers, Junglee can create a website for the seller through Amazon Webstore services and then integrate the catalog through different tools based on the size of seller & nature of products. A basic level of automation needs to be put in place for these offline retailers during onboarding. Along with the onboarding process systems like inventory tracking & management, barcode systems should be implemented whenever feasible thus helping in bringing in real time data about inventory status. Some level of co-creation needs to be brought in to ensure data quality. There should be an option for consumers to flag products which are incorrectly classified or have some discrepancies like incorrect image. The flagged products would then be reviewed by Junglee personnel & reclassified if needed. Product reviews can also be a source of checking the data quality. Some incentives like discounts or coupons can be offered to consumers who are willing to review the product & rate the sellers listing. New sellers must be adequately trained & educated about standards & procedures followed by Junglee in terms of data integration & selling. The enablers that could make the onboarding process easier for a new offline seller are Onboarding training including videos, personal training for catalog creation and local language training manuals. Support for automation of inventory tracking. Customized solutions for different sellers, some may want end-to-end solutions some might prefer only online listings; some might prefer delivering products themselves while some might want Junglee to take care of the logistics. Junglee must focus on development of its own fulfillment centers to have a smooth onboarding process for offline sellers who may not have the resources to implement a door-to-door delivery model. Junglee must also provide additional help on post integration activities like inputs for further business development through Junglee. To further ease the catalog creation and data integration process for offline sellers, selection lists of products already listed on Junglee can be made available. A new seller would just have to select the products from the list through a single click and fill in just price and delivery details as all other details would already be available with Junglee. This would significantly reduce the burden of catalog creation on the seller. For new product categories the catalog would have to be created from scratch. Process to make the catalog scalable & accurate is shown below

2.) Identify other channels for expanding selection on Junglee and outline the merits and challenges Targeting the services domain for expanding selection on Junglee is one recommendation that we would like to put forth. Thereby we create an ecosystem of a product, services and accessories around it. Only by adding service categories along with product categories can we aspire to attain a stature in the consumer’s mind where Junglee is the one stop solution for all their needs Services

Car Wash & Garages Health & Wellness Restaurants

Entertainment Handy Man Travel & Holidays

Cab booking Online Courses eg.

Language coursesChallenges with adding services to the Junglee portal would be the need to maintain higher service levels. Consumers expect more out of a service and can be easily put off. So the sellers for each service to be provided via Junglee must be carefully shortlisted after a rigorous process and checking their prior operational history in that service domain. Services sector being a more fragmented industry; amazon would need to bring onboard many players across many regions and ensure minimum service levels and a robust ratings and reviews system. Service differentiation can cause major issues in categorization of services.

Planning

Develop an integrated plan along with Junglee on which new product categories to expand into, based on projections of current sales ,service levels &inventory levels needed.Identify key improvement areas in product portfolio and distribution network based on current SKUsIdentify categories which has had prior issues with regards to data accuracy

Tools

Choose the right tools for data integration and management. Select the right fullfillment method for products &regions based on key improvement areas identified earlierAutomation of Inventory management system becomes essential for scaling up of product catalog

Execution

Once the plan is in place upload the upgraded product catalog with the newer additionsInstitute special data quality checks for categories with data quality issues identified in planning phaseMonitor the sales and distribution and tweak the distribution and infrastructure accordinglyPut in place automated systems like Barcodes or Rfid systems at the warehouse with real time data updates.

Appendix 1Summary of EBAY Census 2011:

City Top products sold Top products boughtAhmedabad Emroidered Salwar Suits

Metal Rimmed SunglassesAmerican diamond ringsCollar TeesSports shoes

Shower GelPen drivesLeather WatchesHome FreshenersOptical Mouse

Ludhiana Emroidered SareesLCD panelsComputer CabinetsTrolley BagsPressure Cookers

Body SoapsGas LighterVisiting Card HoldersPhoto FramesOval Sapphires

Kolkata Colour CartridgesBritish India CoinsMemory Card ReadersBlue Tooth DonglesWi-fi Routers

Smart PhonesCalling CardsComicsModemsAsia World Currency

Jaipur DeodrantsTopaz RingsWomen’s TopsCushion CoversQuilts

ChocolatesDiamond RingsCalling CardsHand ToolsBath Soaps

Delhi Dual Sim PhonesHome Theatre AccessoriesSalwar Suits and KurtisEar PhonesTool Kits

KurtisPen DrivesDigital Photo FramesBath and Shower ProductsAnti-Virus Software

Jalandhar Weight Training GearBean BagsNose PinsTopaz Gem stonesCricket Gloves

Peels and MasksMen HandkerchiefsCamping KnivesBindisFull Body Massagers

Lucknow Striped Formal ShirtsRefrigeratorsFlower SeedsNovelsCollege Bags

Track SuitsDVD writersChessWelding EquipmentLED TVs

Mumbai Bath and Shower ProductsHead PhonesPhone CasesPen Drives

Republic of India coinsMemory Card ReadersBlue Tooth HeadsetsChronograph WatchesWhite Gold Diamond Rings

Pune Car Cleaning EquipmentPrinted TeesDesigner PensBangles

500 GB Hard DisksAntivirus SoftwareHome Theatre AccessoriesEuropean Notes

Surat Silk SareesFilm SLR CamerasFloaterElectric TestersCargos

PC Sound CardsHome FragrancesCreamModemsWhite Gold

Analysis:

Most of the products according to the above report are accessories or support item products like pen-drives, hard-disk, home-theatre accessories, room freshners and fragrances, phone-cases, bags, etc.

These items have only few national known brands and many local brands. These are a good set of categories for offline sellers and people/customers buy these items on need basis rather than on impulse and so would like to have low delivery time which does not happen in Tier 3 and 4 cities where it takes 7-8 days for delivery and also more cost for the seller as well.

This will also give local and small offline retailers a chance to expand their market and also national brands to strengthen their brand.

Some artifacts like photo-frames, oval saffires, visiting card-holders, Wall clocks etc. are sold based on the look and the design, and customers don’t have any national brands. These categories also stand a good chance to make some business even if the catalogue is put up and the consumer can go to the nearby shop and buy it later

Most of the above products are in the price range of 200-2000 Rs

Appendix 2

References:http://www.junglee.com/http://www.gs1india.org/aboutgs1india/GS1Indiahttp://www.assocham.org/arb/general/Forrester_Trends_In_Indias_eCommerc.pdfhttp://shopping.ebay.in/census/eBay_Census_Guide_2011.pdfE-commerce trends in India: Early Birds Expensive worms – Mckinseyhttp://www.getprice.com.au/http://www.amazonservices.com/webstore-by-amazon/how-it-works.htmhttp://www.amazonservices.com/content/sell-on-amazon.htm?ld=SCSOAStriploginhttp://musical-instruments.pricegrabber.com/