Swot Analysis Of Myntra

External Challenges

1. Geographical Reach: Geographical reach is one of the most pinching challenges Myntra or for that matter any e-tailing firm would have to tackle. Considering the fact that the e-retailing business thrives on loyal customer base who not only regularly place orders on Myntra but also help in spreading the word “Myntra” among their peers and surroundings. Geographical reach depends not only on marketing but also reaching out to those first time customers who feel insecure when it comes to online purchasing.

2. Growth to Profitable Growth: Myntra has not been successful in posting any profit and the prospects of claiming profits in the future would depend on its strategy in conducting its business taking into consideration

Brick & Mortar Models: Traditional shopping avenues e.g. Shopping Malls, Retail Shops, Convenience Market pose another threat to Myntra. Myntra is particularly known for its unique proposition where it not only provides products of various brands but also offers the brand Myntra to its consumers. When offering is based on its own brand the competition gets stiffer. Myntra has to constantly innovate upon its design and style statement so as to thwart the threat from its competitors from brick and mortar areas.

5. FDI in online retail: As of December 2013 the Government of India had banned FDI in online retailing, however with the change of guard at the centre, new policies can kick in FDI in retail and the time is not too far when Myntra would be witnessing stiff competition from Amazon’s own brand sailing in Indian market. The key to arrest the competition would lie in technological advancement, improving upon its supply chain and cutting upon its costs.

6. High Cost of customer acquisition and economies of scale: As Myntra is primarily focused on apparels sale, achieving the economies of scale will be a tough task especially when it needs to cut on the cost of acquiring

Roadster Brand: Roadster is one of the most popular brands of Myntra in the apparel section. However, Roadster is internally segregated into Male and Female wear section. This is resulting into separate brand story for the same brand. As is said confusion is the biggest killer of the brand and as such the brand story needs to be consistent. While Myntra is taking care of Roadster’s brand story, it still creates confusion among the internal employees handling two different sections of roadster within the same department.

2. Confusion in Brand Identity: Myntra deals in several brands across various both male and female sections. While it is imperative for Myntra to create its holistic brand in the market, but internally due to inter-brand competition, the identity of brand gets diluted to some extent. The result is poor motivation among the employees. Myntra needs to make it sure that market competition does not impact its internal