CONTENTS

Acknowledgemen
.

Introduction.................................................................................................................
Global Management.....................................................................................................
Challenges In Global Management..............................................................................
Import/ Export..............................................................................................................
Challenges And Issues Related To Management..........................................................
Opinion Regarding Corporate Social Responsibility.....................................................
Participation In Corporate Social Activity.....................................................................
Vision...........................................................................................................................
Mission.........................................................................................................................
Short Term Goals..........................................................................................................
Intermediate Goals......................................................................................................
Long Term Goals..........................................................................................................
Short Term Plans..........................................................................................................
Long Term Plans...........................................................................................................
Policies, Procedures, And Rules....................................................................................
Factors Considered For Planning..................................................................................
Decision Making...........................................................................................................
Planning Tools..............................................................................................................

Forecasting..................................................................................................................
Scheduling...................................................................................................................
Areas Of Planning........................................................................................................
Departmentalization....................................................................................................
Authority Delegation....................................................................................................
Structure Of Organization............................................................................................
Coordination................................................................................................................
Gangplank Concept.....................................................................................................
Line Staff Relationship................................................................................................
Leadership And Training Measures...............................................................................
Task Management And Incentives................................................................................
Work Environment Of Organization..............................................................................
Error Identification And Monitoring Tools.....................................................................
Customer Focus And Innovation..................................................................................

ACKNOWLEDGEMENT
In the name of Allah, the beneficent and the merciful.

The assignment has been prodigiously undertaking. It would not have

been possible without the kind support and help of many individuals
and organizations. We would like to extend our sincere thanks to all of
them.
We are highly indebted to Madam Maira Akhtar for her guidance and constant
supervision as well as for providing necessary information regarding the
project & also for their support in completing the project.
We would like to express special gratitude and thanks to Marylou DMello for
giving such attention and time.
Regards,
Asim Hussain
Mumtaz Yaseen
Sadiq Al Zaman
Shabbir Iqbal
Shahzad Ahmad

INTRODUCTION

Daraz.pk is the leader of online retail in Pakistan, offering ecommerce

services for apparel, accessories, shoes, beauty products, electronics and
general merchandise.
Headquartered in Karachi, Daraz.pk has over 50,000 sq. of warehousing
space across Pakistan and has delivered to over 200 cities in the country.
The online shopping platform has a portfolio of over 1,800 local and
international brands and has established itself as a notable success story.

Daraz.pk is part of the Asia Pacific Internet Group (APACIG), a joint venture
of Rocket Internet and Ooredoo, leading internet platform in Asia,
supporting some of the top internet companies in the region.

To support the development of a vibrant online culture, Pakistans leading

ecommerce portal Daraz.pk, which hosts over 200,000 visitors on its
website daily, offers a portfolio of over 50,000 products, cash on delivery,
free nationwide shipping and a 7-day return policy.

To enhance user experience, Daraz.pk has launched an online shopping

app for Android and iOS phones. This is designed to provide a user-friendly
and easily accessible platform for customers on-the-go and simplify
shopping by bringing online shopping to the fingertips of Daraz.pks users.

MODERN MANAGEMENT
GLOBAL MANAGEMENT
Since Daraz.pk is part of the
Asia Pacific Internet Group
(APACIG), a joint venture of
Rocket Internet and Ooredoo.
Initiating and managing
business in different countries
is challenge for the parent
company.
Currently daraz international,
which is itself part of rocket
internet, has business in
different countries namely;

Pakistan,
Bangladesh

Myanmar

CHALLENGES IN GLOBAL MANAGEMENT

In Pakistan it is being operated for 3 years. The challenges to the new
venture in Pakistan and respective planning that was made against these
during these years of operation can be summarized as:

1ST YEAR:
After starting the business the first year was about getting people on
board. The challenge was to hunt the required talent. Since it is newly
launched business and e-commerce is a new dimension so finding people
with aptitude matching companies requirement was difficult in Pakistan.
Because the new business has obviously lots of challenges and requires
immense energy to sustain its existence in the market. In this scenario,
employee turnover was high.

2ND YEAR:
The company started with 100 employees. After a year of working and
evaluating, proper departmentalization was done and responsibility and
authority was defined.

3RD YEAR:
In the 3rd year the company has started to kick off and to deepen its
roots.

IMPORT/ EXPORT
Daraz dont usually import outside PAKISTAN their point of view is to
business locally rather than globally they want to contribute in PAKISTANI
market and want it to prosper. They have also some compliance issues so
the percentage while importing products from foreign countries is quite
low.

CHALLENGES AND ISSUES RELATED TO MANAGEMENT

According to the HR manager, the company is having issues every day. It
can be issue related to the website operation and error, tax and
compliance with the Government, issue related to suppliers or payment,
system errors, human resource related problems etc.
The management is keen and dedicatedly putting efforts to cope these
issues.

OPINION REGARDING CORPORATE SOCIAL

RESPONSIBILITY
The management believes that corporate social activities are just the
source of building personal relations and prominence in market. They
believe that actual sense of good will and service to the society is not
observed rather this phenomenon is exploited as a tool to enhance
business.
However they also believe when truly observed or followed these activities
build maturity, a sense of responsibility and empathy.

PARTICIPATION IN CORPORATE SOCIAL ACTIVITY

The company does not find itself bound to observe such responsibility but
even then the company has participated in some of these activities like
they had stock that was about to get rotten, they distributed those goods
to EDHI CENTER and DARUL SUKOON.

PLANNING
Every organization has its objectives set for certain period of time. It is
necessary to foresee and decide how to achieve those objectives, what
steps and measures to take and when to attempt those measures. The
pros and cons of every step must be discussed so as to choose best
possible way to achieve the objectives of organization. So planning is a
crucial part in the management of a business.
DARAZ consider planning as most important phenomena for the growth of their
organization .in daraz not only top level mangers involves in planning but every

employ participate it while planning and scheduling things within their

organization.

VISION
Our vision for the company is to become the biggest, most professional and most
customer-centric firm.

MISSION
Our mission is to be the only online shopping destination you will need. We
need to "wow" the customer at every touch point. We are going to surprise
every one of our consumers and suppliers by delivering an incomparable
experience.

SHORT TERM GOALS

The companies short term goals are to keep the revenue generated,
maintain and enhance customer compliance, satisfaction and trust, to
fascinate more customers. To achieve these goals the company is keeping
pace with the market, keeping eye on competition and striving for
innovation and to lead.

INTERMEDIATE GOALS
The company is on its way to have number of brands on its platform. For
this, vendor management team and marketing team have its crucial role in
building relations with the vendors and to fascinate and convince them for
e-trade at companies platform.

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LONG TERM GOALS

In the long run, the company believes to deepen its foot hole in the
market. Since the e-commerce is a new and emerging business field so n
this regard the competitors are also, keen and are working aggressively.
Therefore the company believes to keep itself vigilant to the market
dynamics, to be tactful to keep the pace and to have brainstorming ideas
to go ahead by dint of innovation and customer attraction.

SHORT TERM PLANS

Business intelligence department has to do with making plans like
budgets, programs etc.
Business intelligence department makes these after considering the
feedback and information that is obtained from different departments on
regular basis. The information is collected and put into software. The
software then gives data which is used for sales projection and forecast.

LONG TERM PLANS

POLICIES, PROCEDURES, AND RULES
Though the company promotes a liberal environment, there is no strict
working procedure or guidelines for the steps to follow in working but
compliance must be observed in working. Like there must be no fake
product on board. Whoever is found accused of doing such things that
deviate from the company policy will be dealt as per the rules that are set
by the company.

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FACTORS CONSIDERED FOR PLANNING

ECONOMICAL FACTORS:
The most important factor the effect the business of DARAZ is taxation.
The fluctuation of taxes on each day made it difficult to manage the prices
of the products. DARAZ has a small department that are continuously
connecting with the taxation department for the changing of taxes in
products this is necessary for them because the investors want each and
every information about the numbers so they have to maintain command
on their numbers.

POLITICAL FACTORS:
As DARAZ is an e-commerce organization so political issues usually dont
bother their functions.

TECHNICAL FACTORS:
Day by day as technology is changing within the globe and organizations
which are running through these technologies have to be updated .So
DARAZ have to be updated there software and they are designing
application for android and IOS to made easy for their customers to shop.

DECISION MAKING
Decision-making is regarded as the cognitive process resulting in the
selection of a belief or a course of action among several alternate
possibilities. Every decision-making process produces a final choice that
may or may not prompt action. Decision-making is the process of
identifying and choosing alternatives based on the values and preferences
of the decision maker.
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An effective decision can make the business to ascend while ineffective

and poor decisions can bring massive loss to the organization.
DARAZ employs follow group decision making technique rather than
individual decision making techniques. They encourage everyone to give
their inputs while taking decisions within the departments.
In DARAZ major decision of organization is taken by the top management
they took concerns of employ wherever they want it but in major decision
making top management is involved exclusively. So it is a kind of brain
storming in taking decisions.

PLANNING TOOLS
FORECASTING

Business intelligence department keeps the data from all other

departments and generate a report by way of software. The report gives
key points and figures to project future sales.
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The data keeping and analysis is done on weekly basis.

The sales planning is done by the software name as BI TOOLS its an
internal software data. The employ enter their sales in that software and it
automatically make graphs forecasting and every analysis regarding that
sale the software will give new targets automatically and they plan to
achieve that target accordingly.
The software shows every week that which category and from category
which brand and from brand which region has the highest sale and then
they plan to emphasize on that category, brand or region to increase their
sale

SCHEDULING
Scheduling is done through software that is Central Desktop. Task
management, scheduling and project management are done through it
tasks are assigned as per schedule

AREAS OF PLANNING
In DARAZ every employ and department depends on each other. They
consider vendor management is the most important area in term on
planning because vendors are the core business generators. They try to
improve their management of vendors on daily basis and try to enhance
their relations with vendors by proposing different opportunities of
vendors sales in relation to DARAZ.

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They also emphasize to enhance their customers service because service

is the major section in this organization. Day by day augmentation takes
place within DARAZ by improvement of their quality of services for
customers.

ORGANIZING
The relationship between people, work and resources must be in a way that
leads to the attainment of organizational objectives of no wastage of resources.
For this, these relations must be organized properly that ensures effective
utilization of resources with maximum possible desired outcome.
Since daraz.pk is newly launched venture, so in the 1 st year of its launch,
organizing was not adequate rather the management had challenge to get skilled
personnels as the turnover was very high in the first year because of less
resources and more challenging work with the company.

DEPARTMENTALIZATION
Departmentalization was done in the second year of launch this new venture.

Departmentalization is done based on functions performed. There are

departments like human resource department, vendor management
department, vendor management operations department, marketing
department, business intelligence department.

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Organizational Hierarchy

AUTHORITY DELEGATION

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Authority or responsibility is delegated to a person based after evaluating

the capabilities and abilities and evaluating whether the person can handle
the responsibility or not.

STRUCTURE OF ORGANIZATION
Though formal structure is defined that outlines relationships among
organizational resources. The management of daraz.pk support informal
structure as well that is built as a result of informal activities of
organizational members. The management of daraz.pk reveals that unlike
other organizations, daraz.pk rather encourages informal atmosphere and
structure in the organization.

COORDINATION
Coordination among different individuals is highly encouraged at daraz.pk.
Coordination is considered to be the key factor for learning and achieving.
Since its e-commerce trade so coordination and communication plays vital

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part in gaining information of the competitors, knowing the competition

and sorting out ways to beat the market.

GANGPLANK CONCEPT
As stated earlier the coordination and interaction among individuals is
encouraged and an informal environment prevails in the organization. So
the scalar chain of command is not usually followed when one person has
to take any information about another department. He/she can directly
pursue the concerned person rather than formally conveying the concern
through chain of command.

LINE STAFF RELATIONSHIP

An informal friendly environment has been adapted here. Everyone is
believed to have equal value and rights. There is no separate room or
cubicle for upper level management. In short the people are intermingled
with each other and keep a close and friendly interaction.

TASK MANAGEMENT AND INCENTIVES

Tasks are divided among individuals. And work rate and performance is
measured in terms of some key performance indicators. But there is no
incentive attributed to that task completion except for sales force that is
given incentive upon achieving required estimate of business.

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WORK ENVIRONMENT OF ORGANIZATION

The environment is liberal. All employees are treated as equally as
possible and the management strives to encourage harmony and general
good feelings among individuals.

ERROR IDENTIFICATION AND MONITORING TOOLS

Different softwares are used in different departments to track errors and
laps. Like Genera is used in IT Department, Triolan is used in Production
Department for Graphics etc.

CUSTOMER FOCUS AND INNOVATION

There is a department Customer Relationship Management Department
which is responsible to deal with social media, cell phones etc. the basic
aim is to get customers attention and to maintain the trust of old
customers.
To facilitate and enhance user experience, an online shopping app for
Android and iOS phones has been launched. This is designed to provide a
user-friendly and easily accessible platform for customers on-the-go and
simplify shopping by bringing online shopping to the fingertips of
Daraz.pks users.

INFLUENCING

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LEADERSHIP TRAITS
To cope with the new business challenge and to keep pace with aggressive
market competition the management requires the managers to have some
distinct leadership traits, like they must be assertive. People with strong
eye for details and having soft skills as well. They must have flexibility and
adaptability for learning and acquiring in a challenging environment and
managing to succeed.

LEADERSHIP AND TRAINING MEASURES

Since daraz is a newly launched venture so the company is not investing
massive budget on training and development. Rather the company heirs
employees considering their skills and the employees learn from
experiencing things. The company is said to encourage self-learning and
adaptability of employees.

COMMUNICATION
Communication is given foremost importance. As stated earlier there is informal
environment. There are no boundaries set for interaction and communication
between individuals of different departments and between people with different
level of authority.

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