Course No: 2105

Course Name: Principles of Marketing

Subject: Term Paper On “Daraz”

Submitted by Submitted to
1. Md. Nihal Mahmud (1814) Kanon Kumar Sen
Reg. No: 20223256420 Lecturer
2. Israt Yeasmin Homaira (1852) Jahangirnagar University
Reg. No: 20223256458
3. Musa Kalimullah (1813)
Reg. No: 20223256419
4. Ibrahim Howlader (1820)
Reg. No: 20223256426
5. Mst. Sumaya Parvin (1847)
Reg. No: 20223256453

Department of Accounting and Information Systems

Date of Submission: 12 June, 2024
 Daraz: The leading online platform of South Asia
Objectives of Daraz
There are some objectives which need to be followed in order to achieve the mission and vision. Daraz Bangladesh
also focuses on many goals to achieve its full potential and these objectives are:
• Empowering SMEs: Daraz allows SMEs to grow their business online, while creating an immersive and
personalized shopping experience for customers.
• Buyer-Seller Collaboration: Ensures a great experience for the buyers while flourishing their business by
working closely with the sellers.
• Market Leadership via Customer Loyalty: Daraz focuses on gaining the market by creating loyal customers
by providing the biggest selection of different items in lowest price.
• Efficient Order Fulfillment: By fulfilling orders effectively and efficiently, customer experience will be
improved.
• Seller Support Services: Different support services will be designed to help the sellers grow with Daraz.
• Talent Development: Effective recruitment, training, retention and coaching will be done to achieve the
mission of Daraz and create valuable resources for the company.
• Fostering Company Culture: Building an effective culture for the company where the employees get the
opportunity to grow and contribute to the company.
• E-commerce Industry Growth: Along with the company, helping the growth to the e-commerce industry of
Bangladesh by setting the trend for the market.

Background of Daraz
Introduction to DARAZ: DARAZ is a leading e-commerce platform. It works in South Asia and Southeast Asia. It
was established in 2012 by Rocket Internet.
Growth and Expansion: DARAZ has elaborated its operations over several countries such as
Bangladesh, Pakistan,
Sri Lanka, Nepal and Myanmar. It has positioned itself as a pioneer in the e-commerce industry. Acquisition by
Alibaba Group: DARAZ was acquired by Alibaba Group in 2018. The integration with Alibaba has approved DARAZ
to increase its operational capabilities, develop logistics, and establish advanced technologies.
Technological Innovations: DARAZ has successively invested in technological advancements such as a robust
mobile app that is a significant portion of its trade and sales. It has accomplished advanced search and
recommendation algorithms, personalized marketing strategies and efficient supply chain management systems to
ensure easy and well-timed delivery of products.
Customer-Centric Approach: DARAZ offers a range of customer support services like easy returns, secure
payment options, and devoted helplines. It connects its customers through social media and other channels for
feedback.
Challenges and Future Prospects: DARAZ faces several challenges such as logistics hurdles, controlling issues,
and the need to always innovate to stay ahead of competitors despite its success. DARAZ strategically continued its
growth progression and fastened its position as a leading e-commerce platform in the country supported by Alibaba
and strong commitment to customer- centric approach.

Methodology of Daraz
1. Business to Consumer: Daraz involves sales between online business and consumers. Ensures the proper
management of their inventories, they don’t hold any inventories themselves.
 2. Focus on Customer Experience: Daraz prioritizes and ensures customer satisfaction.
Such as-
● Easy and secure online shopping through their B2C model.
● Ensures a wide range of payment systems that is easier for the customers. (credit card, mobile
wallets, cash on delivery)
● Return policy of Daraz is easier for the customers.
● Fast and reliable delivery ensures customer satisfaction.
3. Data-driven approach: Daraz analyzes customer preferences, their needs, buying patterns. This helps them
personalize the shopping experience and improvement of the product quality.
4. Continual Improvement: Daraz ensures continual improvement, to be the leading online platform in the
competitive market. This could involve:
● Expanding the product line.
● Enhancing logistics and networks.
● Implementing new functionalities
Probable outcome of Daraz
What if there was a way to know the future of a company! Unpleasantly, there is no way exits. WE can only make
prediction. Even though, predicting the future of any company is inherently uncertain but here are some factors that
can influence Daraz’s future:
Just like the other e-commerce businesses Daraz is also providing the benefit:
• Diversity • Time Efficiency
• 24/7 Shopping • Minimization of other cost
• Home Delivery

But there are some other stand-ins that are making Daraz a giant player of e-commerce business:
▪ Unparalleled Pricing: Daraz offered massive
discounts, vouchers, and flash sales that
Sales on 11.11 Campaign
significantly contributed to the high sales
volume. Since there are no middle man in
Millions

online business customers are paying only the

legal price. Apart from this , during the
campaigns ‘Sale Hour’ ’10.10 Campaign’
’11.11 Campaign’ ’12.12 Campaign’ ‘Big Sale’
‘Grand Christmas sale’ Daraz offers an unreal 2020 2021 2022 2023
price to the customer. Sales on 11.11 Campaign

▪ Alibaba Backing: As Alibaba owns Daraz, it is easier for Daraz to have access of this giant company’s
resources, technology & expertise.
Conclusion
Daraz has become a leading online shopping platform in South Asia. It boasts over 50 million products and
caters to a massive 40 million active users. From defining the unique customer base and a broad product
line, Daraz ensures customer satisfaction and targeted customer value proposition, for the enrichment of
their services. Daraz is well positioned to maintain its online platform “Supremacy” for millions of users
across the region.