A REPORT ON

DARAZ NEPAL
Implementation of a digital communication strategy: Introduction of instant
messaging, group messaging, group forums and chatrooms in the workplace

Submitted By: Submitted to:

Sneha Sharma Anne Harbers
ID: A00066435
Subject: Business Communication
Date of submission: 27/10/2021
REPORT OUTLINE

This report highlights the key changes that is required for

Daraz regarding its digital communication strategies and
explains the current policies and ideas used by the
organization
The report can also be used as a source of ideas which will
be implemented by other Nepalese based e-commerce
companies. The goal is to find out about the aspects like
how messaging software like WhatsApp, Viber etc. can be
used amongst employees, how a new software can be made
which can be used within the organization. The first section
of the report is about the present situation of the
organization, the need for bringing changes into the digital
communication platform, the relations that the company
has with its employees and the customers, the complaints
that has been reported online and on other mediums such as
its website and newspapers and how other eCommerce
companies across the globe has done about such issues.
This report also shows how the employee-customer based
relationship is in Nepal. Furthermore, it talks about how
the employees behave amongst themselves and what
changes need to be implemented to reduce the confusion,
disagreements, and wrong assumptions within the
workforce.

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The second half of the report is about understanding
Nepalese ecommerce market and how a monopolistic
company such as Daraz has not been able to operate in its
maximum efficiency due to communications barrier such
as selective perception, cultural barriers, and others. The
findings can be used by other start-up companies which
wants to tap into the Nepali market.

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Introduction
The Daraz Group is a multibillion-dollar digital
conglomerate that specializes in e-commerce, shipping,
payment infrastructure, and financial services. It was found
in 2011 with the assistance of Rocket Internet as an online
fashion store in Pakistan, and after a business model
adjustment, it expanded to Bangladesh, Sri Lanka, Nepal,
and Myanmar as Daraz Group.
The internet's evolution has altered the platform for
conducting corporate operations. The corporate
environment has changed as infrastructure and the
technical environment have grown. Consumers and
businesses alike have benefited greatly from this new
business environment. Customers now have the flexibility
to shop for essential products from anywhere they wish, as
firms have grown their capacity to gain customers abroad.
However, in numerous nations, this new business
environment (eCommerce) is challenging to adapt (mostly
in developing countries) because of the lack of
communication feasibility, the barriers that employees have
to face for getting their messages being heard and also the
gap seen on communication because of cultural, socio-
economic and gender-based differences. There are various
obstacles to eCommerce company growth in developing
countries, most of which are caused by internal forces. In

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the case of Daraz, it is a worldwide corporation that is also
one of Nepal's biggest eCommerce companies. As a major
eCommerce company in a developing country, it has faced
and will encounter a few obstacles in the next years.
Consumer behavior, internal software issues, bad
communication platforms, internet penetration rate,
people's economic situation, and a lack of labor force are
also factors that add to the problem that this report talks
about.
Daraz is now employing Infobip's solutions to send
transactional notifications, order status and delivery
information, as well as to highlight some of their promo
discounts and special offers within the employees and to
their end-users. They will be able to operate more
efficiently by providing secure, fast, and relevant
information that is tailored to each customer's and
employee’s individual needs.

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Source Analysis
An Analysis of Employee’s Satisfaction Level by
S.M. Raihan
- An academic journal
As in the journal, there are many duties that the employees
in daraz performs such as: providing training for vendors,
making sales report, handling parties issues, stocks
updates, conducting RTS process e.t.c. Because the primary
level impacts begin with the trainer, if a vendor trainer is
unable to handle the training strain, the entire operations
team will be rendered ineffective. If he or she is unable to
complete the tasks allocated to him or her accurately, the
entire team will confront numerous challenges. As a result,
it is critical to maintain the Operations team's workflow by
carrying out the activities in a timely manner. Employee
operational training programs should be increased so that
they are better able to provide the best training to the seller.
The company's HR department is underperforming,
resulting in a lack of enthusiasm among employees. As a
result, I believe that the likelihood of receiving a promotion
should be enhanced in order to incentivize staff. Daraz is a
new venture, but there is no well-structured management in
the operation department. As Daraz grows its operations
throughout the country, a large number of qualified human
resources will be required to meet client demand.
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Reliability Evaluation: This journal was done by a student
of BRAC University under the authority of his teachers and
the data was taken by analyzing the services itself by the
student as an intern. The facts are very clear about the
employee’s duties and responsibilities they do all the time.

This journal will help to understand the duties of the

employees and the problems that are rising in the sector
and help in understanding the reasons why it is important.

Online Shopping in Nepal: Preferences and Problems

by Rajesh Vaidya
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 - An academic journal
The journal says that the online companies of Nepal have
mostly been using the ‘Facebook store’ business model
which basically means that their main operation is done via
the Facebook website rather than their own. The amount of
trade and interest in online marketing is increasing due to
internet access among Nepalese consumers, and the low
cost of using internet services is increasing. Similarly,
online shopping is also gaining in popularity due to
changes in the lifestyles of Nepalese consumers, especially
in urban areas. The working-class people busy in their
work-life and familiar with the use of modern information
technology are seen majority (57.3 percent) of the online
shoppers from the age group of 20-30 years. At the same
time, time-saving and quick delivery service at the
doorstep is seen the main reason. The Journal of Nepalese
Business Studies 85 shoppers to go for online shopping in
context to Nepal. The study revealed that Nepalese online
shoppers preferred online shopping to save time, followed
by the service quality delivered by the online shopping
company.
Reliability Evaluation: This journal was done by a student
of Tribhuvan University under the authority of his
professor and the data was taken by analyzing the answers
of 200 customer who were given a questionnaire. The facts
and figures mentioned are very clear, but the goal of the
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journal has not been fully related to the end result as it only
mentions briefly about the online market problem.
This journal will help to understand the most important
problems in the ecommerce market and will help in
understanding the reasons why digital communication
changes is necessary amongst employees so that such
issues is fixed.

Enhancing Customers Experiences Through

Mobile Messaging Solution
- Non-academic Journal

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This non-academic journal discusses how the Daraz app
improves the customer experience by using a mobile
messaging solution. Daraz is utilizing Infobip's solution,
which allows it to select the optimum communication
channels for particular sorts of communications from a
single communication platform. The same platform also
provides full reporting and analytics capabilities, which are
critical in the e-commerce industry. This allows Daraz to
follow consumers' complete journeys, from the time they
first create an account on the app until the time they place
and receive their orders. Daraz provides transactional
notifications, order status and delivery information, as well
as a demonstration of some of their promo discounts and
special offers to their end-users. They will be able to better
serve their consumers by providing secure, fast, and
relevant information that is tailored to each customer's
individual needs. As a result, Daraz may discover process
facilitators and bottlenecks and adjust accordingly. This
service also provides a facility of messaging the sellers
directly in-case of any enquiries and provides the product
details to all the customers.
Reliability Evaluation: This is a non-academic Journal
which was written in the infobip news published in 18th
July,2019 by a journalist of Islamabad, Pakistan. Its for the
audience or people from 16 and its objectives are to

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provide qualitative communication and services to
everyone. The currencies are not discussed properly.
This non-academic journal helps to know the
communication strategies of the Daraz app and how it can
still be improved as there as still many problems like lack
of awareness in many regions of the county

Initiative to keep employees entertained

- non-academic Journal

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Many employees in today's job market quickly feel
inspired by their work, get bored after a year and start job
hunting for something new. Loss of employees drains
companies, both financially and creatively. Employees are
the lifeblood of Daraz, and the organization recognizes
this. This has been a year of unprecedented changes, most
of which they did not desire for. This is also a moment to
be courageous, contemplative, caring, and determined. As a
result, in the best interests of their coworkers, they have
started engaging in fun events to maintain morale high.
There are many Facilities to the employees even during the
pandemic times such as work from home meme madness,
yoga session, workout session, virtual trainings and many
more. Though there are some of the activities to make
employees active to do their work, there should be more
activities such as happy hour box and trivia, investing in an
employee experience platform, Lunch and learns, giving
them responsibility not only tasks to do. Daraz has to
increase the productivity and enhance the employee
motivation to make their task easier to do and make them
feel it as a responsibility.
Reliability Evaluation: This is a journal from npblog
published at 28th May,2020 which explains how the daraz
company wants their employees to engage in different
activities to make their company run properly. This is for

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people from 19-50+ and it is to provide service to the
employees

This non-academic journal explains how the activities of

employees are determined as their work and also providing
the extra activities to the employees to actively perform
their works. It also discuss how different programs should
be done for the entertainment of the employees.

Conclusion
Despite the fact that online shopping is becoming more
popular in Nepal, just 50% of people use the internet.

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Because the web is the backbone of any online business,
Daraz's poor web infiltration rate makes it difficult to grow.
Because Nepal has a plethora of online company
organizations, each one must persevere and lead the
industry. Because there are so many groups, there is more
competition on the lookout. Daraz Nepal is one of Nepal's
most popular e-commerce platforms. It has established
itself as Nepal's internet market leader. For most Nepali
customers, e-commerce is still a new concept. It is still in
its infancy. In 2014, Daraz entered the Nepali market. It has
established itself as one of Nepal's leading e-commerce
sites in just a few years. Furthermore, Daraz is always
improving its after-sales service to assist customers with
information on payments, delivery concerns, and product
returns. Daraz offers a one-of-a-kind feature: free and
quick returns at no cost. Daraz Online Shopping Reviews,
Customer Image Reviews, Seller Reviews, and Q&A are
all now available as part of the Instant Messaging service.
I can conclude that even though Daraz has the best service
online and is the leading online shopping app, it needs to
expand the services in the digital communication sectors
create chatrooms for more clear conversation so that the
sellers and the buyers can communicate easily.
RECOMMENDATION

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Daraz is already the leader in online retail in Bangladesh,
so there isn't much to recommend them, but they do have
the potential to do some nice things that will benefit both
the business and the customers in the long run. Here are
some suggestions:
1. Daraz can have some more clear policy of contracting
with seller
2. Additionally, posting an item on Daraz necessitates
extensive verification and takes a lengthy time, which
is an issue for sellers. So, in terms of uploading
anything on their site, a faster reaction is required.
3. Consumers and audience awareness should be
increased by different programs.
4. The employee's satisfaction level should be measured
and provide them different opportunities to make them
work actively.
5. The concerns in the e-commerce sector and will assist
in understanding why digital communication
adjustments are required among employees in order to
resolve such issues.
6. Trying to enhance the customers experiences through
mobile messaging and so on.

Referencing:
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 - For additional information about the
Daraz app, go to
https://www.daraz.com.np/.
- For product research, go to
https://www.facebook.com/daraznp/
Analyze the following sources:
- https://www.infobip.com/news/daraz.np to improve the
client experience through messaging
- S.M. Raihan Uddin's An Analysis of Employee
Satisfaction Levels in Daraz
- The report npblogs releases Daraz's Initiative To Keep
Employees Entertained on May 28, 2020.
- https://www.daraz.com.np/sell-on-daraz/ for Daraz's
merchants' center.
Some of the articles that aided me in completing this
project:
- https://blog.daraz.com.np/all-articles/
- https://journals.sagepub.com/doi/full/1
0.1177/0972820119825976
- https://myrepublica.nagariknetwork.co
m/news/daraz-provides-various-
platforms-to-bridge-gap-between-
sellers-and-buyers/
- https://reviews.com.np/article/tag/daraz

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It also contains my own purchasing experience using the
Daraz app, as well as the assistance they provide to us.

Thank You

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