DARAZ

Submitted
By
Roma Khan (32950)
Rahat Vastani
To
Dr. Kalpana Kumari
Fundamental of Management
17- Dec- 2019
Iqra University
 Acknowledgment
We thank God, the most merciful and gracious for blessing us with such capabilities to climb the
ladder of success to achievements. We take this opportunity to express our profound gratitude
and deep regard to our mentor Ma'am Kalpana Kumari for her exemplary guidance, monitoring
and constant encouragement throughout the course of this thesis. The blessing, help, and
guidance given by her time to time shall carry us a long way in the journey of life on which we
are about to embark. We are indebted to Iqra University for letting us explore infinitely and have
exposures that can groom and nourish us. Lastly, we would like to thank our family members,
friends, and respondents who support us unconditionally and made this research conduction
possible.
 Executive Summary
Daraz is a leading online market place in South Asia. Daraz is a mall, a market place and a
community for its customers. Daraz has built its own logistics company specifically designed for
e-commerce operations Daraz Express known as DEX. Daraz is also a university for
entrepreneurs. Competitors in Daraz.Pk's Koovs, WeddingPlz, Fashion, And You, etc. Daraz
offers products and services i.e. Smartphone'sTVs, audio theaters, and video accessories, Home
Appliances, Computers, etc. Business strategy of Daraz to become the business leader in Asia
and Asia specific region in the e-commerce industry and to make daraz a one-stop shop where
one can buy anything he/she wants regardless of demographics of a region and to build strong
relation and trust of customers. Planning: long-term objectives of Daraz to provide one window
solution for all customer needs. Increase customer base and quality assortment. The organization
is decentralized. Daraz has Flat structure. Monthly review meetings with all category heads and
departments' heads. 30% Female and 70% of males are working in the organization. We are
using Lazada and Alibaba as our benchmark because in Pakistan we are the market leaders and
to grow and bring more business we are following Lazada and Alibaba as our benchmark.
 TABLE OF CONTENTS
Acknowledgments.....................................................................................................................ii
Executive Summary ................................................................................................................ iii
1. Introduction. ............................................................................................................................... 1
2. History........................................................................................................................................ 1
3. Definitions of key terms ............................................................................................................ 4
 1. INTRODUCTION:
Daraz is a Chinese owned the online market place and logistics company which operates in
South Asian markets.
Daraz is a leading online market place in South Asia. Daraz is a mall, a market place and a
community for its customers. Empowering tens of thousands of sellers to connect with millions
of customers. Daraz provides immediate and easy access to 10 million products in more than
100+ categories and delivers more than 2 million packages every month to all of its countries.
Daraz has built its own logistics company specifically designed for e-commerce operations
Daraz Express known as DEX, to raise the standards for the industry. It's also helping existing
and new logistics providers digitize.
2. HISTORY:
Daraz was based as a fashion distributor in Pakistan in 2012, however, modified to a general
marketplace strategy and business model in 2015 once it additionally launched operations in the
Asian nation.
In Sep 2015, Daraz secured EUR50 million in its Series B funding to expand operations in the
Asian nation, Asian nation, and Pakistan. CDC Group, a state-owned Development Finance
establishment (DFI) within the United Kingdom, endowed €20 million aboard a €30 million
investment from Daraz's existing majority stockholder, Asia net Holdings.
In July 2016, Daraz Group acquired Kaymu, a consumer-to-consumer online marketplace in
South Asia, and with the acquisition, it began operations in Nepal and Sri Lanka.
In May 2018, Daraz Group announced that it had been acquired by Alibaba Group for an
undisclosed amount. This move comes about two years after Alibaba's acquisition of Lazada
Group, which was also a startup by Rocket Internet Group in the South-East
Asian market. Alibaba Group also runs Singapore's Redmart and owns stakes in Japan's Rakuten
and Indonesia's Tokopedia. Daraz Group's five markets (Bangladesh, Myanmar, Nepal, Pakistan
and Sri Lanka) cover more than 460 million people of which 60% are under the age of 35. To
digitize the logistics ecosystem and to improve the delivery standards, Daraz has built its own
logistics company, DEX, in all of its five markets.

MISSION:
Make it easy to do business anywhere in the era of the digital economy.
VISION:

OUR VALUES:
Ownership
Create change
Teamwork
Customer commitment
Integrity
OUR PROMISE TO CUSTOMERS:
Biggest variety
Best prices
Ease and speed
Fast delivery
100% protected
OUR PURCHASE PROTECTION POLICY:
Genuine products
Safe and Secure Payments
Free and Easy Returns
SIX ASPIRATIONS TO LEAD PAKISTAN INTO THE DIGITAL ERA BY 2022:
100%+Annual Growth
200,000 Active Daraz Sellers
25 Million Daraz Users
1 Million Jobs
Digitalized Logistics Ecosystems
Digital Payments
A UNIVERSITY FOR ENTREPRENEURS:
Daraz is also a university for entrepreneurs. Our education is free of charge and anyone who has
a smartphone can start a business. Every month, we educate 5000 new sellers and provide
advanced online and offline training courses to our existing sellers. 20,000 sellers have been
educated on e-commerce operations through Daraz University.
COMPETITORS:
The top ten competitors in Daraz. pk's competitive set square measure Koovs, WeddingPlz,
`FashionAndYou, Yepme, Shaadisaga, WedMeGood, Wedmantra, Say Shaadi, Juniba and
massive Indian Wedding, along they need to be raised over 257.2M between their calculable 949
staff.

PRODUCTS OR SERVICES OFFERED:

Smartphone's
TVs, audio theaters and video accessories
Home Appliances
Computers
Gaming consoles
Cameras
Sporting goods
Men's fashion
Women's fashion
Cosmetics
Home and Living
BUSINESS STRATEGY:
To become the business leader in Asia and Asia specific region in the e-commerce industry and
to make daraz a one-stop shop where one can buy anything he/she wants regardless of
demographics of a region and to build strong relations and trust of customers.
INTERVIEW QUESTIONS:

PLANNING:

1- What are the long-term objectives of Daraz?

Answer. To provide one window solution for all customer needs.
2-What are the short-term objectives of Daraz?
Answer. Increase customer base and quality assortment.

3-What are the strategic plans of the company?

Answer. To create ease for shoppers.

4-What is the operational plan of the company?

Answer. One day delivery for shoppers throughout Pakistan.
Organizing:
5-Is the organization is centralized or decentralized?
Ans. Decentralized
Leading:
6-How do organizations handle employees who appear to be low in motivation?
Answer. By organizing some official dinner or corporate picnic just to restore the energy level

7-What type of incentives or packages you provide to your employees?

Ans. Market competitive salaries and employee discount vouchers.
Controlling:
8-What controlling process is in place to ensure that goals are achieved?
Ans. Monthly review meetings with all category heads and department heads.

9-What is the organizational structure of your organization?

Ans. Level 1 then followed by category level heads, KAMs, and BMs.

10-What environmental factors affect the functioning and how you cope up with it?
Ans. Extreme weather is a factor which is being controlled by central chilled AC on all floors

11-Does the Daraz have Flat structure or Tall Structure in the organization?
Ans. Flat Structure
12-Does your organization have multi-cultured?
Answer. Yes, Multilanguage and diversified people are working over here including minorities
as well.

13- What kind of leadership style are using in the organization (Democratic, Autocratic, Laissez-
Faire?
Answer. Autocratic, every department has its level of power and decision-making authority.

14- Ratio of Male & Female in the organization?

Answer. 30% Female and 70% of Males.

15- What controlling procedure is being implemented?

Answer. Punctuality is being monitored through proper check-in checkout and controlled annual
leaves plus working hours check and balance.

16- What benchmarking practice is being implemented?

Answer. We are using Lazada and Alibaba as our benchmark because in Pakistan we are the
market leaders and to grow and bring more business we are following Lazada and Alibaba as our
benchmark.