Study Report
On
E-Commerce (MIS-3302)
Process of E-commerce Company
Submitted to
Moushumi Haque
Lecturer; Department of Business Studies
Notre Dame University Bangladesh
Submitted by
e-Tecno
4th Batch; Section – A
Bachelor of Business Administration
Notre Dame University Bangladesh
Date of Submission: 13th March; 2018
Proposal Letter
Date: January 18, 2018
To
Moushumi Haque
Lecturer
Department of Business Administration
Notre Dame University Bangladesh
2 Arambag, Motijheel, GPO Box-7, Dhaka-1000, Bangladesh
Subject:
Request for given permission to visiting and collecting data for research
Dear Moushumi Haque,
We are the students from Business Administration Department. You assigned us to visit any ecommerce based organization for gathering information regarding overall management,
marketing, and revenue model as our class activity. We select “rokomari.com” as e-commerce
based organization. “rokomari.com” is one of the popular online shop which basically sell
book. Recently add electronic item to their list.
We are writing this taller to request you give permission to visit “rokomari.com” for increasing
practical knowledge regarding online marketing as well as the overall e-commerce process. We
will hope and pray that you would be grant this latter send us “rokomari.com” for achieving
some market knowledge of e-commerce.
Your sincerely
e-Tecno
Mahbub Alahi (4-15010106)
Alex Grasan Penheiro (4-15010123)
Batch 4th; Section ‘A’
Department of Business Administration
Notre Dame University Bangladesh
Letter of transmittal
13th March, 2018
Moushumi Haque
Lecturer of department of Business Administration’
Notre Dame University Bangladesh
Dear Maam,
This is a great pleasure to submit our study report on “E-commerce process of a National Ecommerce Company”. This report was assigned by you during our course period in the NDUB.
We tried our best to put a best effort for the preparation of this report. Any shortcomings or
flaw may arise we are very much beginner in this aspect. We will wholeheartedly welcome any
clarification and suggestion about any view and conception disseminated in our report.
We have gathered valuable experiences from practical life situations in the process of preparing
the report. We would like to thank you for your kind-hearted cooperation with us in preparing
the report.
Regards,
e-Tecno
4th Batch, Section: A
Department of Business Administration
Notre Dame University Bangladesh
Acknowledgement
While we were preparing our report, we had to take the great appreciation the helped and
guidance given to us by ‘Moushumi Haque’ as our faculty. Without her help it would not be
possible for us to compile information make necessary analysis as complete the study report in
time. Who has kindly spent in valuable time is the supervising report, suggesting approaches
for attending the problems. We are deeply grateful to her for this.
We are very thankful to ‘S. M. Feroj Mahmud’ & ‘Kamol Gomes’ senior lecture; Notre Dame
University Bangladesh. They will supervise and encouraged us to continue our report and
helped us by giving much valuable information. Without their sympathetic attitude,
cooperation, and valuable counsel it would not be possible for us to prepare this report. So, we
are very grateful to them.
We are very glad to Mr. Adnan, rokomari.com. He give a long period from his valuable time.
He share many confidential information that help us to make this report easier as well as enrich
our practical knowledge.
Particular thanks must go to the ‘Notre Dame University Bangladesh’ by whom permission,
we get the chance and complete our report. Without its permission we can’t do such a creative
thing and miss many learning points.
We would like to express our sincerest gratitude to our guardian, friends who always
encouraged us for our higher studies and successful result…
Executive Summary
E-commerce is the buying and selling processes supported by electronic means, primarily the
internet. It enables new forms of business, as well as new ways of doing business. Many Bangladeshi
companies currently distribute their images through the Internet to clients all over the world, but the
monetary transactions take place through conventional means. Despite having extensive advantages
of doing business through E-Commerce people in our country are reluctant to conduct business in
electronic form due to lack of some crucial factors. To avail the sky high opportunity of E-Commerce
we are engaged to identify the causes which are hindering our success of E-Commerce. To do so I
prepared problem statement this encompasses broad objective and specific objectives. From the
specific objective I developed my research hypothesis which will be tested further through
questionnaire
Table of Contents
SL No.
Particulars
Page No.
1
Introduction
1
2
Story behind the name rokomari.com
1
3
Story Behind the logo
1
4
Operation Management system
2
5
Management system
2
6
Employees
2
7
Partners
3
8
Products
3
9
Warehouse
3
10
Marketing strategies
3
11
Revenue Growth Scenario of rokomari.com
3
12
Revenue model
4
13
Security threats
4
14
Payment system
4
15
Return policy
4
16
Target customer
4
17
Value proposition
5
18
Managing confidential information
5
19
Competitive environment
5
20
SWOT analysis
5
21
Goal
6
22
Conclusion
6
Introduction
This study report is given by Moushumi Haque, Lecturer of Business Asdministration of Notre
Dame University Bangladesh. All the student of BBA 4th batch, Section – A, has assigned to
prepare a briefly biography of any e-commerce organization of Bangladesh. The e-tecno group
select rokomari.com for doing such critical task.
The main purpose of this report is to fulfill the class requirement, gaining the practical job
experience, and view the application of theoretical knowledge in the real life
This is a qualitative study. Data was collected using face-to-face individual interview schedule.
The whole assignment is based on primary data. Because no one before us had done such kind
of assignment or taken any interview of rokomari.com. So there is no data in secondary source.
We found some information in the official webpage of rokomari.com. But this is not enough
for creating such critical report on rokomari.com. So we decided to go on a face to face
interview for collecting the required information. But did not match them in time schedule.
Story behind the name rokomari.com
Rokomari.com means various kind or Different kind. And because of this name people can
understand here you can get the different kind of products. The word is known by all the people
in our country and people saying the word Rokomari.com once or twice in a day so people can
easily pronounce the name.
Story Behind the logo
There are lots of color in the logo but it's different because the logo is only usable in the white
background. The designer included different colors as much as possible. He used 7 colors and
all the colors and fonts have particular meaning. So rokomari.com have simple, attractive and
meaningful logo.
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Operation Management system
The operation management system is very complicated in E-commerce Business.
Rokomari.com follows two models. The first one is Marketplace and the second one is ECommerce. Generally people cannot make any difference between marketplace and ecommerce. Suppose Bikroy.com they don’t have their own product they are creating the
platform where people can make customer to customer business. But chaldal.com,
rokomari.com and many more online business where they have to collect the order from the
publisher and selling the products they have to face a lot of hassle in E-commerce Business.
rokomari.com believed that delivery in as short time as it could is most challenging task its
operation.
Delivery challenge
Though rokomari.com is an online service portal that provide the fastest delivery of online
book and book related equipment. The biggest challenge for it was to deliver quickly.
For the begging period, they contracted with Sundorbon Courier Service. But they did not
deliver all the item in proper time to the customer.
Two years later, they thought that their market needs to be divided. So they divided their whole
market into two zone; first on in Dhaka Zone and other one is rest of the Bangladesh. They set
eighteen (18) own delivery man only for Dhaka. Because Dhaka is the growing market. Now
around 60% of all customer are from Dhaka, and the percentage are daily increasing only
because of fastest delivery system.
In the early stage a delivery man covered around only 10 -12 orders because of own transport
and/or unknown place but now every man are covering around 30-35 orders.
Last 3/4 years rokomari.com sending books abroad. Many Bangladeshi are live different
countries, they want to read Bangla Novel in their laser period especially students are do.
Management system
The management system of rokomari.com is less formal. There is no restriction rules of
employees’. An Employee Friendly Environment situation there. Anyone can share their
problems with everyone.
If top management take any decision, they discusses with the employees who have been
involved. Sometime the manager will doing work with the staff. There no official dress code.
Generally midlevel managers are take all type of decision, only for big decision top level
management are involved.
Employees
Now rokomari.com have around 130 employees. The management is concern about selecting
employees. And before entering the office they have to stay around 1.5 month in a Residential
Project in Mirpur. Where employees can learn or know the company environment and how to
work. And the total cost of this project beard by the company. So from the first day of joining
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the employees know what to do and how to do. Management organize many recreational
program for the employees such as annual picnic, parties etc. In this company there is no dress
code so employees wear what they want and all the employees are so friendly.
Partners
There are six partners in this Business. The main Two Entrepreneurs are
(a) Mahmudul Hasan Sohag; Director of Udvash
(b) Abu Hasan Liton
Products
The main product is Books. And the other products are Onno Rokom Biggan Box, Led Bulb,
and Electronics etc. They focused on creative educational products. They don’t have any
interest on household goods. The latest product is original scientific calculator with 2 years
replacement warranty. Future products are some measurement tool, medical tools. They want
to make some contribution to the education sector.
Warehouse
From the beginning of the business, they don't have any warehouse because the orders and
stored books are small in amount. But after some time they have to make warehouse because
the order rate is increasing day by day. And rokomari.com imports foreign books to this
business for keeping this books they need a warehouse. So they think that the Business should
have their own warehouse to store the books & products. Then they create a warehouse. At
now they have total 8 warehouse.
Marketing strategies
Rokmari.com is the first e-commerce company in Bangladesh. Before arrived (2012) it the
people of the Bangladesh in not much familiar with e-commerce. So it need to send a message
that people can buy book from virtual world.
Rokomari.com taking Discounting offer to customer. It believe that we are the people like more
discounting. Sometime they offer up to 40% discount, 10% off if buy online, or seasonal offer
like until February 28 25% off of all books.
Revenue Growth Scenario of rokomari.com
The revenue growth of rokomari.com is constantly increasing. Normally growth level of every
company lies in single digit, but rokomari.com has double digit.
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Revenue model
The revenue model of rokomari.com is sales revenue model. They get lots of offers of keeping
advertisement to their page but they refuse every offers. Generally they have 60 viewers per
second and the rate increased to 450 during “Ekushey Boi Mela”. But they don't have
advertising revenue model. So they totally based on sales revenue model.
Security threats
E-commerce business have to face a lot of threads. Rokomari.com also faced such kind of
problem. But the developer team they cover the security issues and system update. Randomly
they are getting threads but rokomari.com overcome the threads by their developer team. The
security system of the server activated 24/7. For this when a hacker try to harm the server the
software system gives an alert to the team. Then they stop hacking and solve the problem.
Around 3 years ago rokomari.com was hacked but within 24 hours they get back their
information and stop hacking. Rokomari.com has their own software firm in Karwan bazar,
Dhaka-1215. If something big occurs they come and solve the problems.
Payment system
All the payment system available in rokomari.com. Most of the payment are occur ‘Cash on
Delivery’. Beside CoD, it has Rocket, bKash, mCash, Visa, MYCash, American Express,
MasterCard. Etc.
Return policy
Rokomari.com have their own return policy. In policy they mentioned that if there is a problem
in the product you have to exchange it within 15 days. Because of defective product if someone
refuse to accept the product or returns the product to the delivery man, they exchange with the
new product and delivered to the customer. But some customers returns the books or products
after 2 or 3 month later because he or she was not present at his home. In that case rokomari.com
accept their returned books or products and send required product without any extra charges.
Target customer
Rokomari.com is not focused in a specific aged people it's mainly for book lovers who love to
read books. Informally we can say that the main customers are 18-26 aged people. So the
branding is focused on this aged people. Nowadays the target age increased to 26 to 40 years
people. 18-40 aged people are buying products from them. The amount of male customer is
higher than female customer. Around 66% percentage are male customer.
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Value proposition
From 2012 to present many people start their business but they can't sustain in the market or
can't capture the market place. But Rokomari.com is increasing their customers day by day.
Because of their service. They provide the fastest and cheapest rate to the customer. Generally,
people go to shop for buying books or products but because of rokomari.com people are getting
their books with a handsome discount sitting their home. Because they are the first online book
selling business that’s why rokomari.com get the first mover advantage.
Managing Confidential Information
rokomari.com has its separated security department. It maintain highly customer confidential
information. When the customer buy any product from rokomarti.com all the information are
save automatically its own server and no one can change it second time.
Competitive environment
Before discussing competitive environment of rokomari.com we have to clear who are the
competitors of rokomari.com. Companies who are selling book online in Bangladesh are the
competitor of rokomari.com.
There no strong competitor present in Bangladesh market. Since, it start to selling book
globally now the commutative environment become more complex.
SWOT analysis
SWOT analysis is a strategic planning technique used to help a person or organization identify
the Strengths, Weaknesses, Opportunities, and Threats related to business competition or
project planning. It is intended to specify the objectives of the business venture or project and
identify the internal and external factors that are favorable and unfavorable to achieving those
objectives. Users of a SWOT analysis often ask and answer questions to generate meaningful
information for each category to make the tool useful and identify their competitive advantage.
Here we developed a SWOT matrix with the help of rokomari.com. It present belo;
Strength:
 As rokomari.com has enough capital, it has a strong financial backup
 Rokomari.com has decision makers with lots of experience from renowned
organizations which is a plus point for rokomari.com.
 High traffic of website visitors because of high quality product deliver.
 rokomari.com has a business model which is almost successful in 10 countries.
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 The relation with supplier, very smooth. That’s why the supply best quality products at
lower price than others.
Weakness:
 Some sellers are not efficient and don’t deliver the product on time.
Opportunity:
 Rapidly growing internet users which is a huge opportunity for e-business in
Bangladesh.
 Government emphasizes on e-business.
 Young generation is tending to order online mostly as it has less hassle and unique
products. It’s increasing day by day.
Threat:
 Fraud online buyers
 Fraud sellers
 Always has a risk of online payment.
Goal
The biggest thing of the business is they don't have any aim or don't set any aim. There is no
limit to achieving the goal. Because if we achieve the goal then we will not have any kind of
work after the acquisition, so our goal is unlimited.
So rokomari.com believe that its goal is continues.
CONCLUSION
The potential size of Bangladeshi e-commerce market and promising sign of development in
its ecosystem has resulted in some impressive valuations for some of the country’s ecommerce. So, it’s high time for rokomari.com Bangladesh to show its potential in Bangladeshi
market as it has already shown its potential in other countries of the world. Though
rokomari.com Bangladesh is facing some challenges with its delivery system and its sellers,
hopefully they will fix it out very soon. Every business faces some problem when it starts in
the market; rokomari.com is also facing that as well. rokomari.com has already earned its
reputation as top online market place of Bangladesh. Very soon rokomari.com will show its
effort in growth of e-commerce in Bangladesh as a top online marketplace of Bangladesh.
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