Flipkart: The Big Billion Day Fiasco

by: Surinder Batra, Sandeep Puri

Publication Date: May 13, 2015
Length: 16 pages
Product ID#: 1-429-431

Core Disciplines: Information - Technology & Management, Marketing/Sales, Strategy & Management

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Teaching Note

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To compete in the fast developing Indian e-commerce arena, Flipkart initiated one of the most ambitious online sales events the country had ever seen. Despite the excitement the sale caused, Flipkart failed to proactively enact the proper IT systems to handle increased consumer demand. Beyond its own technical planning shortcomings, the e-tailer’s competitors Snapdeal and Amazon utilized successful ambush marketing to draw disgruntled customers away from Flipkart to their websites. Students will analyze the importance of IT in supporting business operations and will develop relevant marketing strategies to mitigate the recurrence of successful ambush marketing from competitors.

Teaching Objectives

After reading and discussing the material, students should:

  • Develop customer relationship management strategies for an online audience.
  • Create a strategic positioning statement for deriving a competitive advantage in a complex industry.
  • Iterate the role of IT in implementing and executing a business strategy.
  • Discuss what factors should be addressed by IT in the development of an online sales event.
  • Articulating methods to manage ambush marketing.