Flipkart faced outnumbered challenges from way back its initiation due to the hypercompetitive nature of its industry. The company preferred the course of profitless escalation in the emerging e-retail sector in India - sacrificing gains for growth and size. Venture capitalists also advocated this strategy by providing five rounds of financing. Nevertheless, Flipkart encountered extreme competition from local players, who were immediately imitating growth strategies and its competitiveness.
Soon, however, Amazon announced its entry into the Indian e-retailing marketplace. Amazon's entry presented a major danger to Flipkart, primarily because of its financial strength. Flipkart reacted by making use of a three-pronged strategy of supply chain investment, human resource management and technology.
PUBLICATION DATE: September 25, 2014 PRODUCT #: W14476-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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