Concise critical notes Analysing an argument p137 (3)

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Concise critical notes: Analysing an argument Names of author(s)/source Mrs. Priti Jeevan, Asst Prof Title of book/programme A study on Digital marketing- A case study with particular reference to Flipkart.com Website address E-mail. Pritijeevan@gmail.com Date downloaded Date and time 24 th January 2015 Edition Publisher/channel Place Published Volume of journal Issue Author’s position/ theoretical position? Mrs. Priti Jeevan, who wrote the study, is an assistant professor at Srinivas Institute of Management Studies. Her academic view aligns with how crucial digital marketing is in the modern world, focusing on the changing power and growing Internet marketing trends. The study at the National Conference on E-Learning, E-Business, and E-Governance in January 2015 looks at Flipkart.com and the online business model. Mrs Priti Jeevan wants to look into Flipkart's success in digital marketing, show off its creative strategies, and predict a future shift from traditional to digital marketing. Essential background information Mrs Priti Jeevan's study looks at general digital marketing, focusing on Flipkart.com. Mrs Jeevan, an assistant professor at the Srinivas Institute of Management Studies in Mangalore, discusses how digital marketing is becoming more important worldwide. The case study looks at Flipkart's digital marketing strategies and highlights how it uses new ideas in the online shopping industry. The study, which was given at the National Conference on E-Learning, E-Business, and E-Governance, gives us important information about how digital marketing is changing and how it is changing traditional marketing methods. Overall argument or hypothesis The case study suggests that digital marketing is slowly changing how people do business worldwide in this age of digitisation. The main point of the argument about Flipkart.com is how crucial digital marketing is to changing how people shop online. It says that Flipchart's success comes from its digital and online marketing tactics. As digital marketing becomes more popular, it will eventually push traditional marketing methods to the background. This would be a significant change in the marketing world. Conclusion Ultimately, the study stresses how digital marketing can change things, using Flipkart.com as an example of an online store that has done well. It looks forward to a

time when digital marketing will be more popular than old-fashioned ways. The lessons learned from Flipkart's tactics show how effective new ways of using technology for marketing can be. The study predicts that digital marketing will continue to grow as industries change. This makes it very important for marketers to understand how to work in the ever- changing world of e-commerce and online business. Supporting reasons 1. Strategic Innovation- Flipkart's innovative digital strategies are SEO optimisation and Google AdWords. These strategies show strategic innovation by getting customers involved and increasing brand exposure. 2. Customer-Centric Approach- Features that make shopping easier for customers, like cash-on-delivery and a 30-day refund promise, help Flipkart keep customers happy and encourage them to buy from them again. 3. Social Media Mastery- Flipkart's strong use of social media, such as its extensive Facebook profile and exciting ad campaigns, helps spread its brand, causing a spreading effect and getting more customers to connect with it. 4. Diversification and Adaptation- Flipkart's move into new product categories digital content markets, and anticipating future trends like mobile purchases shows that it is taking a proactive approach to stay relevant and present in the market. 5. Warehousing Evolution- Flipkart's move from consignment-based purchasing to setting up stores that can handle more than 80% of orders quickly and efficiently shows a strategy change that improves operations for faster, more reliable services. 6. Revenue Diversification- Looking at Flipkart's revenue growth from INR 4 crore (FY 2008–09) to an estimated INR 4500–5000 crores (FY 2015), it shows that the company has a strong business plan that focuses on revenue diversification and long-term scalability. 7. Digital Marketing Adoption- Flipkart knows the value of digital marketing and focuses on SEO, Google AdWords, and social media. This shows that they are aware of changing marketing trends and are adapting to them, which helps them build their brand and get new customers. 8. Challenges and Competition- Amazon's entry into the market in 2012 and the fact that Flipkart has been able to change its strategy and stay true to its brand identity in the face of tough competition show that it understands the market.

Strengths of the line of reasoning and supporting evidence The way the study on Flipkart was put together shows that the authors deeply understand how e-commerce is changing. Flipkart's strengths lie in its analysis of its strategic growth, from optimising its warehouses to finding new ways to make money. The study does an excellent job of showing how strong the brand is against competition and how well it has adopted digital marketing trends. The case is stronger because of the proof given, such as income numbers, storage records, and the fact that market problems are acknowledged. The study's strength is that it looks at Flipkart's journey from all angles, giving a detailed picture based on accurate data and market views. Flaws in the argument and gaps or other weaknesses in the argument and supporting evidence The study does a great job of looking at Flipkart's digital marketing journey, but some holes and problems make the overall case weaker. There needs to be a critical analysis of the possible ethics problems with Flipkart's fast growth in this study. These problems could include data privacy issues or market monopolisation. The study would have been better if it went into more detail about Flipkart's problems, especially when compared to new global players like Amazon. A more thorough look at customer comments and complaints would have given the study a more fair view. The study could also be more in-depth if it looked into the culture and legal differences that affect how Flipkart works. Taking these gaps into account would help us get a better picture of how Flipkart's digital marketing works.

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