A Study On The Marketing Strategy Of Daraz Bangladesh

Online shopping in Bangladesh is a new idea and since the e-commerce protocol by the government of Bangladesh it has become much easier and is now popular in Bangladesh.Bangladesh is an emerging market for the online sectors and it has a growing market of several billion BDT.The introduction of 3G mobile internet boosted the online retail industry significantly.In 2015,ecommerce company Daraz started its operation in Bangladesh.In the recent years,the volume of trade conducted electronically has developed remarkably because of the boundless Internet usage.E-Commerce is relentlessly changing the way businesses to be done and changing the business environment globally.A number of developing countries have adopted E-Commerce hoping that it would help boost their economies and competitiveness to a new level.Likely all other,Bangladesh become an emerging market for E-commerce.Daraz.com.bd is an online retailer market who is currently operating in Bangladesh but due to some unknown reason it is not growing as fast as the global company like EBay,Amazon.The following paper studies the Marketing Strategy of Daraz in Bangladesh.This paper is a thorough analysis of the research background and current status of the ecommerce industry in Bangladesh.The following research is designed to help understand how Daraz.com.bd manages its online platform and the customers in order to facilitate growth in the increasingly competitive environment.It examines the different possible influential factors,challenges in determining the marketing strategy in an efficient way.We have analyzed the company in terms of marketing segmentation policy and we also applied the 4p principles to analyze the company.We have discussed the marketing strategy based on reference groups,social class and subcultures.We have discussed different promotional strategies of Daraz.We also had a thorough discussion of the competitors while We introduced Daraz in the first chapter.After the marketing analysis,we used the strategic tools to analyze the company.We have done the external environment analysis and discuss various external factors that can affect the company.We have applied the porters five forces principle to analyze the company.After the external analysis,we have done the internal analysis,where we have different internal factors that can affect the company.After all these analysis we have tried to identify the problems and finally we tried to solve those problems.In this paper we emphasized on detecting the problem of online market through pinpointing the symptoms.Moreover we discussed some findings from literatures available on the same context.For going deep into the research we conducted survey on 52 respondents and analyzed the responses through MS Excel.The paper contributes to the online industry of Bangladesh,which is becoming an emerging market for E-commerce based businesses or startups in future.