Complete study on Myntra Value Chain Analysis

1. VALUE CHAIN
ANALYSIS
Group 6 :
Shubham Rathi
Rohit Anand
Akshansh Chaudhary
Khyati Jain
Pritichhanda Paltasingh
Tijo George

2. SUPPORTACTIVITIES
PRIMARY ACTIVITIES
Firm Infrastructure
Procurement
Human Resource Management
Technology
Inbound
Logistics
Operations
Outbound
Logistics
Marketing
& Sales
Service
PORTER'S VALUE CHAIN

3. ABOUT US
 Myntra is an Indian fashion e-commerce company headquartered
in Bengaluru, Karnataka, India.
 Myntra was founded in 2007 to sell personalized gift items later
on in 2011 it got in Fashion & apparel industry.
 Myntra was established by Mukesh Bansal, Ashutosh Lawania,
and Vineet Saxena in February 2007.
 In May 2014, Myntra.com was acquired by Flipkart.
 In July, 2016 Myntra acquired their rival Jabong.com to become
India’s largest fashion platform.
 Records 47% YoY Growth, 2.8M Orders Placed, 9M Products
Sold. Overall, 50% of the total sales came from Tier 2 and 3
cities.

4. PRIMARY ACTIVITIES

5. Inbound Logistics
Myntra procures products of numerous brands such
as Levi’s, Adidas, Nike, UCB etc. from respective
factories or warehouses in bulk
They also have Inhouse brands and oversee
production themselves
For eg: Roadster

6. Operations
• Every item received is counted, sorted, quality
checked and labelled
• Each item gets a product code and a unique ID no.
to follow any traceability
• All new Products are photographed and
Dimensions recorded
• As soon as an order is received Packaging and
billing procedure takes place and the product is
handed over to Outbound logistics team

7. Outbound logistics
• It is one of the critical activities for Myntra
• They use third party courier for their outbound logistics.
• It is their responsibility to give the demanded product to the third
party courier as soon as possible. They then keep track of the lead
time and try to reduce it with collaboration from the courier
company
• In house Logistics Partner E-Kart

8. Marketing and Sales
It is a core activity of Myntra. Through proper marketing
Myntra is creating awareness among customer &
enhancing their online shopping experience. By looking
at the popularity of Myntra we can conclude that Myntra
is doing a much better job in Marketing & providing its
services to customer.

9. Services
• Try and buy Service
• Easy Return
• Easy Exchange
• Easy Refund
• Exchange your old clothes and accessories, earn
points and save on next Shopping

10. SUPPORT ACTIVITIES

11. Firm Infrastructure –
The basic requirement of Myntra was for the office to
reflect youthfulness, freshness, and vibrancy while
incorporating fashion as the overall theme. The
design team left no stone unturned in making this
dream a reality.

12. Human Resource Management-
Myntra is one such support activity that can make or
break any organization in the long run. It is a very
employee friendly organization. The firm focuses on
work-life balance.

13. Technology-
Its technology allows online retail to be possible
by hosting the website in which the customer can
browse
through the online catalogue, choose what he wants to
buy,
make online payment and receive the goods at his/her
doorstep.

14. Procurement-
It is important for Myntra as they deal in
merchandising; they receive the finished goods from
various brands, store them at their various
warehouses and then ship them to the customer
when ordered.

15. SUPPLY CHAIN FRAMEWORK
OF MYNTRA

16. Thank You