Overview:

Your organization is an Indian daily need delivery startup, this Startup was founded by Sam Malhotra & Rajish Gupta in 2017. Sam Comes from Business Background his father is a traditional Banana Silk trader while Rajish comes from a middle-class family his father and mother are Govt. school teachers. They met while their MBA and decided to pursue entrepreneurship instead of doing a job. They arranged INR 15 lakhs as seed capital from their family and friends and started "Daily Needs Delivery LLP" (In short DND).

DND uses An app-based ordering system, where customers can order for their daily needs & manage or subscribe for monthly deliveries, mark dates where they don't need delivery, the app has the features of wallet payment, refer services to friends and family, delivery calendar, DND consumer app uses BHIM UPI for wallet recharge.

DND has a presence in 3 cities Bengaluru, Delhi & Hyderabad as of 20 Feb 2020. Their product delivery range has mainly 3 products as of now 1- Milk, 2- Paneer (cottage Cheese) & 3- Curd. Their total Milk Supply stands at 6000 Liters per day (4000 Liters Buffalo and 2000 Liters Cow, On an average 1.5 Ltr milk per family/per day), in most parts of the country people also order curd daily. DND's daily sales of curd stand at 250 Kg Curd / Daily, (On an average 25% of their customer base ordered 250 gms curd / per day) & They also supply 750 Kg Paneer/Month (On an average 25% of their customer base ordered 250 gms paneer thrice in a month).

Their delivery starts @ 5 AM in the morning and lasts till 8 AM, they have a hyper-local delivery partner team of 80 people. Whereas they have a corporate office team of 10 people in Bengaluru (including 3 salespeople, 1 for each city). The average delivery person salary is 8000Rs/ Month and Salary average of corporate office employee 50000/month.

Statistics:

City	Number of families	Milk		Curd	Paneer
		Cow(ltr)	Buffalo (ltr)
Sales Price		INR 45 Per Ltr	INR 50 Per Ltr	INR 120 Per Kg	INR 250 Per Kg
Bengaluru	1200	600 Ltr	1200 Ltr	75 Kg	7.5 Kg
Hyderabad	800	400 Ltr	800 Ltr	50 Kg	5 Kg
Delhi	2000	1000 Ltr	2000 Ltr	125 Kg	12.5 Kg
Total	4000	2000 Ltr	4000 Ltr	250 Kg	25 Kg
Daily Cost of Purchase		INR 80000	INR 180000	INR 25000	INR 5625
Daily Sales		INR 90000	INR 200000	INR 30000	INR 6250

Total Daily Cost of Purchase	INR 290625
Total Daily Sales	INR 326250
Monthly Cost of Purchase	INR 8718750
Monthly Sales	INR 9787500

Annual Sales FY 2018-19	INR 117450000
Annual Sales FY 2017-18	INR 67211000
Employee FY 2018-19	90 (10 Corporate + 80 Delivery Partners)
Employee FY 2017-18	50 (8 Corporate + 42 Delivery Partners)

App Install	Active	Inactive
App Install FY 2018-19	4000	321
App Install FY 2017-18	2500	82

Other Details
Delivery Boy Salary	INR 8000 Per Month
Corp office average salary	INR 50000 Per Month
Cow milk Cost of purchase	INR 40 ltr
Buffalo Milk Cost of purchase	INR 45 ltr
Curd Cost of purchase	INR 100 kg
Paneer Cost of purchase	INR 225 kg

Avg. Monthly Operating Cost
Salary	INR 1140000
Purchase	INR 8718750
Advertisement	INR 200000
Other Overheads	INR 300000
Total	INR 10358750

Challenges:

The corporate office received several complaints from consumers regarding missing deliveries, when the office investigated delivery partner claims that they have delivered scheduled products to doors of consumers but consumer claims that they have not received.

Another issue corporate offices are facing is that delivery partners suddenly don't report to duty in the morning and deliveries in their areas get affected, resulting in business and product loss. Sometimes they have also got feedback from consumers that deliveries were of wrong products or missing products. Rajish thinks that complaints are only getting a fraction of consumer feedback as there might be many cases where consumers don't find the email-id of the corp office or do not find time to raise complaints mostly.

Sometimes, consumers have also complaints regarding foul smell and bad taste.

Another problem area for DND is losses due to the perishable nature of products, On average DND is losing 0.2% of sourced inventory quantity due to this reason.

Salespeople informed the corporate office that services to subscribers which they have sold in Non-Dense areas have not been started yet. Subscribers are on the verge of uninstalling the app and claim refund for wallet recharge. In reality, the organization is hesitant to start service in non-dense areas as it will not even recover the cost. Some traditional competitors and new entrants have started taking advantage of these situations.

Assignments

Note:

• A). It is advisable that every department follows and mentions the "Management Principal" used in the solution.
• B). Data Provided is comprehensive but you are free to forecast and sensibly assume any data (which is not mentioned in Business Case). You should mention the logic behind such assumptions in your solution (if any).
• C). Teams will be given a separate link to submit the solution on 21st March 2020.

Leadership-

• i). Prepare a SWOT analysis of the complete business.
• ii). Prepare your vision document for the next 5 years.

Leadership Submissions-

Akash Girishchandra Raval - Team Earth Disha Joshi - Team Fire Aayushi Jakhar - Team Water Rahul Choudhury - Team Sky Soumyajit Ghosh - Team Air

Marketing Department-

• i). Find the problem related to the sales and marketing and provide solutions.
• ii). Prepare the marketing plan for next financial year.

Marketing Department Submissions-

Sudhir - Team Earth Kartiki Khandelwal - Team Fire Vinay Kumar Saini - Team Water N Praveen Ram - Team Sky Prakhar Kishore - Team Air

HR Department-

• i). Find the problem related to human resources and provide solutions.
• ii). Coordinate with all departments and prepare a plan to cover human resource functions (Recruitment, Training, etc.) for the next financial year.

HR Department Submissions-

Sivaparithi - Team Earth Vivek Singh Kushwaha - Team Fire Krishan Kumar - Team Water Aishik Banerjee - Team Sky Shrooti.RK - Team Air

Finance Department-

• i). Prepare the budget for the next financial year with co-ordination to all departments & their next year's financial needs.
• ii). Prepare a financial plan for the next financial year.

Finance Department Submissions-

Jaydeep Bairagi - Team Earth Raju Kr. Ramekbal Chaurasiya - Team Fire Aditya Shukla - Team Water Naseef Nazar Nalakath - Team Sky Archita S - Team Air

IT & Business Analysis Department-

• i). Find and enlist area of improvements.
• ii). Suggest new features in-app to increase usability, customer delight & sales.

IT & Business Analysis Department Submissions-

Rituraj Chauhan - Team Earth Ishika Tyagi - Team Fire Rishi Kesanan - Team Water Shreya Ghosh - Team Sky Yash Garg - Team Air

General Management-

• i). Create co-ordination plan among all departments and leadership so that operations can be frictionless and in-line with the organizational vision.

General Management Department Submissions-

Garima Bhargava - Team Earth Jasneet Kaur - Team Fire Himanshu Trivedi - Team Water Gagandeep Singh - Team Sky Nigetha. P - Team Air

Business Advisory-

• BA1 i). Please create and issue an Advisory note on expansion.
• BA2 i). Please create and issue an Advisory note on 'organizational culture'.

Business Advisory 1 Department Submissions-

Aditya Parashar - Team Earth Kajal Rai - Team Fire Ayan Dutta - Team Water Amay Agrawal - Team Sky Kush Malukani - Team Air

Business Advisory 2 Department Submissions-

Saurav Gohain - Team Earth Tanya - Team Fire Rajarajeswari - Team Water Chinmay Bhavke - Team Sky Minakshi Goyal - Team Air

Optional Assignment-

• Prepare Fund Raising Short Proposal.
• Suggestions for the strategy of organizational growth for next year.
• Content write-Up for Promotions With Design.
• Organization Tag-line.
• Decide Key performance indicators of every job role in the organization.

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