The Organization’s Environment

Of
Chaldal.com
An organization consists of
1) Internal Environment
2) External Environment
a) The General Environment
b) The Task Environment

External Environment

a) The General Environment

i. Economical Dimension

Economic factors have a significant impact on how an organization does business and also
how profitable they are. Factors include- economic growth, interest rate, exchange rates,
inflation, disposable income of consumers and businesses and so on.

A high economic growth means more employment thus less time available to fulfill daily
commodity needs. Here, Chaldal plays an important role by letting consumers’ order through
online thus saving their precious time which can be invested in their employment.

Interest rate mainly affects consumers who go for credit card payment; a higher interest rate
would not encourage consumers to buy the quantity of product of their choices vice versa if
interest rate is lower. Thus to grip customers’ Chaldal will have to give some time to time
cash discount.

Exchange Rates, Inflation & disposable income of consumers and businesses are interrelated.
A high inflation means a higher exchange rate. Thus prices of local commodities and
imported product will rise because of inflation and exchange rate. So Chaldal need to fix the
prices of their regular products by keeping in mind of the purchasing capacity of the
consumers and businesses.

ii. Technological Dimension

We know how fast technological landscape changes, thus this impacts the way of Chaldal of
their marketing of their products also.

Chaldal need to use integrated inventory system to serve customers promptly according to
their demand. Web portal need to be upgraded with diversified product categories along with
user friendly interface. They should include the technology which shows lead time. GPS
tracking system would convince their customers that their product is on their way.

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 iii. International Dimension

As Chaldal does not compromise of international Markets so impact of International

Dimension is impracticable but as they sell imported products such as baby products etc to
local customers so they need to find alternative markets to serve customers in times of scarce.

iv. Political Legal Dimension

These refer to government policy such as the degree of intervention in the economy. These
can include government policy, foreign trade policy, tax policy, trade restrictions and so on.

Chaldal need to able to respond to the current and anticipated future legislation which
includes government policy of discouraging import by imposing taxes so they should promote
more local products. This is how they should adjust their marketing policy.

v. Socio Cultural Dimension

This includes customs, mores, values and demographic characteristic of the society around
Chaldal. So while selecting a product for display, they need to consider about the customs and
values of the society it deals with. They need to go for product segmentation according to
Psychographic, Demographic and Geographic criteria.

b) Task Environment

i. Regulators

Regulators include government agencies such as BSTI (Bangladesh Standards and Testing
Institution) whose task is to ensure the quality of the products produced and distributed. It is
also under ministry of ICT whose task is to ensure technological laws of Bangladesh.

Local agencies include CAB (Consumers Association of Bangladesh) who ensures the rights
of consumers.

ii. Competitors

Chaldal.com is an online shop in Dhaka, Bangladesh. In Dhaka there are many online shops
like chaldal.com which are its competitors. Shwapno.com, MeenaClick.com, Bagdoom.com
is its competitors. When its competitors give any discount or offer in their products, also
Chaldal gives discount on its products for promotion. In shwapno.com the delivery charge of
the product is free, but in Chaldal the delivery charge is 40 taka which is not favorable for
chaldal.com.

iii. Customers

Target customers of Chaldal.com are mainly Job Holders. As they are most of the times busy
doing their task of job so they want convenient way of purchasing daily necessity product,
Thus Chaldal.com provides this platform to them by giving them the opportunity of online
shopping. Thus they don’t have to go outside and stand in the long queue of other super shops
as they are getting everything readily in home.

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 iv. Suppliers

Chaldal has a long range of products which means they have distinct suppliers. For fresh
vegetables, they are dependent on local market. They need to develop vendors for each type
vegetables to avoid scarcity or monopolistic market situation as these will lead to increase in
prices of the vegetables thus demoralize customers.

v. Strategic Partner

Strategic partners of Chaldal are Bkash and certain credit card companies. To make smooth
payment, they should develop the strategy of online payment. They can initiate Ipay, which is
more cost effective than Bkash or other types of credit card payments.

Internal Environment

i. Owners

Chaldal.com is an online shop in Dhaka, Bangladesh. The founder and CEO of the
company is Wasim Ali. Before Chaldal, Waseem worked at Sigfig, a Silicon Valley
financial technology startup. He aspires to change the culture in Bangladesh so that
people value investment in bold ideas and are more accepting of new technology.

Zia Ashraf is also founder and COO of this company. Zia brings in experience from the
field of management and marketing. Prior to Chaldal, he was the Head of Operations at a
ready-made garments factory in Bangladesh.

ii. Board of Directors

Governing Body mainly include

Wasim Ali - Chief Executive Officer
Zia Ashraf - Chief Operating Officer
Tejas Viswanath - Chief Telecommunication Officer
Arun Ramamurthy - Chief Software Engineer

iii. Employees

They have a large number of employees as they serve whole area Dhaka within one hour.
As they are running smoothly so we can deduce the fact that don’t have any unrest in
employees.

iv. Physical Work Environment

Chaldal only sells authentic household products sourcing from wholesalers, importers and
manufacturers from different brands like Unilever Bangladesh, Reckitt Benckiser, Square
Group, Pran limited etc. To ensure 1-hour delivery, Chaldal maintains 7 different micro
warehouses across Dhaka city. They have warehouses in Hajaribag, Banani, Rajarbag,
Mirpur, Uttara, Dhalibari and Kallyanpur. All the products are stocked in those
warehouses. The representatives prepare and maintain the stocks for delivery.

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