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A Comprehensive Examination of Hurdles Faced by E-Commerce Entities in India, with a Spotlight on Myntra’s Unique Challenges

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Business Management

Pages- 64

File- Word File

Categories: Business Management, PROJECT REPORT

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TABLE OF CONTENTS

ACKNOWLEDGEMENTS. 1

TABLE OF CONTENTS. 3

EXECUTIVE SUMMARY.. 6

INTRODUCTION.. 7

1.1 GENERAL.. 8

1.2HISTORY OF MYNTRA.. 9

1.3 ACQUISITIONS AND INVESTMENTS. 10

1.4 DIGITAL REALITY SHOW (FASHION INFLUENCER) 11

1.5 REGULATORY ACTION AND LAWSUITS. 11

1.6 LABOUR ISSUES. 11

1.7 OBJECTIVES OF THE STUDY.. 12

1.8 PROBLEM STATEMENT. 12

1.9 RESEARCH LAYOUT. 12

LITERATURE REVIEW… 13

2.1 E-COMMERCE INDUSTRY IN INDIAA.. 14

2.1.1 INTRODUCTION.. 14

2.1.2 GROWING DEMAND.. 14

2.1.3 ATTRACTIVE OPPORTUNITIES. 15

2.1.4 POLICY SUPPORT. 15

2.1.5 INCREASING INVESTMENTS. 15

2.1.6 MARKET SIZE.. 15

2.1.7 INVESTMENTS. 16

2.1.8 GOVERNMENT INITIATIVES. 19

2.1.9 ROAD AHEAD.. 20

2.2 LITERATURE REVIEW… 21

RESEARCH METHODOLOGY.. 24

3.1 RESEARCH METHODOLOGY.. 25

3.2 DATA COLLECTION.. 25

3.3 INCLUSION CRITERIA (FOR SECONDARY DATA) 25

3.4 RESEARCH DESIGN.. 26

3.5 RESEARCH QUESTIONS. 26

DATA ANALYSIS. 27

4.1 REDELIVERY & RETURNS. 28

4.2 MYNTRA MARKETING STRATEGY & MARKETING MIX (4PS) 35

Myntra Product Strategy: 36

Myntra Price/Pricing Strategy: 37

Myntra Place & Distribution Strategy: 37

Myntra Promotion & Advertising Strategy: 38

Physical Evidence: 39

4.3 MAJESTIC MARKETING STRATEGY OF MYNTRA.. 39

4.4 MYNTRA SWOT ANALYSIS, COMPETITORS & USP. 44

SWOT Analysis of Myntra. 45

Myntra Strengths. 46

Myntra Weaknesses. 46

Myntra Opportunities. 46

Myntra Threats. 47

Myntra Competitors. 47

RECOMMENDATION AND CONCLUSION.. 48

5.1 RECOMMENDATIONS. 49

5.2 SUGGESTIONS. 51

How to Reduce Returns in Ecommerce: 51

Adopting a Liberal Returns Policy. 52
Segmenting Your Customer Database. 53
Incorporating High-Quality Visuals. 54
Customer Feedback and Hassle-Free Returns. 54
Data-Driven e-Mails to Prevent Returns: 56
Incorporating Customer Reviews: 58
Constant Analysis and Team Incorporation: 59

5.3 CONCLUSION.. 61

BIBLIOGRAPHY.. 63

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