Table of Contents

CHAPTER-I INTRODUCTION 1
1. Data collection 1
1.1 Hardware Software Infrastructure of The Company 1
1.1.1 Hardware………………………………………………………………………………………………………..1
1.1.2 Software………………………………………………………………………………………………………….2
1.2 E-commerce Business Model………………………………………………………………………………………2
1.2.1 Business to Customer (B2C)…………………………………………………………………………….2
1.2.2 Business to Business (B2B)…………………………………………………………………………….3
1.2.3 Mobile Commerce (M-Commerce)…………………………………………………………………3
1.3 Network infrastructure……………………………………………………………………………………………….3
1.3.1 Networking equipment…………………………………………………………3
1.3.2 Local ramps……………………………………………………………………3
1.3.3 Global Distribution center…………………………………………………….4
1.4 Ecommerce security…………………………………………………………………………………………………..4
1.5 E-payment System
1.6 Online marketing
1.6.1 Social marketing…………………………………………………………5
1.6.2 Content marketing/ web blog marketing…………………………………5
1.6.3 Email marketing………………………………………………………….5
1.6.4 Web banner marketing………………………………………………...…5
1.6.5 Personal marketing……………………………………………………....5
1.6.6 Search engine marketing…………………………………………..……..5
1.6.7 Online Press
Release……………………………………………………………………6
CHAPTER-II DATA ANALYSIS 7
2.1 GAP Analysis 7
2.1.1 Hardware and Software…………………………………………………………………………………………….7
2.1.2 Network Infrastructure…………………………………..………………………………………………7
2.1.3 Business Model ………………………………………………………………………………………………8
2.1.4 E-Commerce Security………………………………………………………………………………………8
2.1.5 E-Payment ……………………………………………………………………………………………………..8
2.1.6 Online Marketing……………………………………………………………………………………………9
2.2 SWOT Analysis………………………………………………………………………………………………………………………..9
2.2.1 Hardware and software…………………………………………………………………………………9
2.2.2 Network infrastructure………………………………………………………………………………….10
2.2.3 Business Model…………………………………………………………………………………………….11
2.2.4 E-Commerce Security…………………………………………………………………………………….11
 2.2.5 E-Payment……………………………………………………………………………………………………..12
CHAPTER-III SUMMARY AND CONCLUSION…………………………………………………………………………………………..13

3.1 Summary……………………………………………………………………………………………………………………………13

3.2 Conclusion………………………………………………………………………………………………………………………….14

BIBILOGRAPHY
 INTRODUCTION

SmartDoko is an online shopping destination in Nepal launched on July 14, 2017 located at
Durbar Marg, Kathmandu. The new online shopping destination offer wide range of products
whereby the customers can enjoy a hassle- free purchase of products which is now just a click
away from reaching to their doorsteps. They deliver the product with no additional delivery
charge within the location inside the Ring road however there is minimum delivery charge
applicable outside of Ring road.

Mission
SmartDoko’s mission is to reach out to customers and fulfil their needs by realizing their wants
and desire with a tagline “One Click Solution”. SmartDoko stated that “our mission is a
commitment to our customers’ satisfaction through trusts and reliability in all relationships”.

Vision
SmartDoko strive to be no 1 online shopping destination in 6 years by capturing over 60% of
market share.

Objectives
 To provide quality goods at unbeatable prices
 To value customers’ time by prompt delivery system
 To provide customers wide variety of products to select from
 To reduce the hassle of traditional shopping
 To create the awareness of the brand

Unit 1: Data Collection:

1.1 Hardware Software Infrastructure of The Company

The key infrastructures that are needed to support EC applications are networks, Web servers,
Web server support and software, electronic catalogs, Web page design, and Internet access
components.

1.1.1 Hardware

A Web server hardware platform is one of the major components of the E-commerce
infrastructure on which the performance of the whole E-commerce application depends.

Hardware Functions
 Server For processing
Computers/ laptops For performing operating activities
Router For network connection
Switches and cables For network connection

1.1.2 Software:

Smartdoko is written on PHP language which is programmed by C-panel. To run the overall
ecommerce business, the online company uses the following software:
Software Functions
Data Dashboard system an information management tool that visually
tracks, analyzes and displays key performance
indicators (KPI), metrics and key data points
to monitor the health of a business,
department or specific process
Database server Customized as per the need of the company
Transaction processing software To collect all the ordering and billing
information
Payment gateway server a merchant service provided by an e-
commerce application service provider that
authorizes credit card or direct payments
processing for e-businesses
Google Analytics web analytics service that tracks and reports
website traffic, currently as a platform inside
the Google Marketing Platform brand.
Customer Relationship Management software To meet the need of customer, provide post
sales service
Financial software special application software that records all
the financial activity within a business
organization. E.g.: tally

1.2 E-commerce Business Model:

1.2.1 Business to Customer (B2C):

SmartDoko offers its customers a variety of products. It has provided18 different product
categories including numerous sub categories where customers can easily shop products ranging
from mobile phones, electronics, fashion items, baby cares, pet cares, food and beverages and
many more. Its tagline ‘One Click Solution, SmartDoko claims to provide hassle free purchase of
products which are just one click away from reaching the customer’s doorstep. Furthermore, it
provides customer to have personal experience by providing a customization platform in the site.
It is an e-retailer where customers can shop at any hour of the day or night that earns revenue via
sale of goods.
1.2.2 Business to Business (B2B):

SmartDoko contacts with various suppliers to arrange and manage goods as per the demand of
the customers. Association with many businesses and retail shops act as a medium to publicize
and promote their products.it works as an e -distributor for supply maintenance, repair, operation
goods and indirect inputs It has collaborated with Panda Foodline, Goldstar,
Sabh Nepal, and so on.

1.2.3 Mobile Commerce (M-Commerce):

SmartDoko has also come up with an Android mobile app to help customers for easier and
convenient access. It offers customers the experience to shop an enormous quantity of items and
deal with the desires send from anywhere. The SmartDoko apps alerts the customers with
discounts, price drops, order status and exclusive launches, exclusive deals and category wise
discounts making shopping much easier and better for customers.

1.3 Network infrastructure:

SmartDoko uses cloud-based networking infrastructure. It uses the access of networking

resources from a centralized third-party provider using Wide Area Networking (WAN) or
Internet-based access technologies. It is related to the concept of cloud computing, in which
centralized computing resources are shared for customers or clients.

1.3.1 Networking equipment:

 Cables and connectors:

 A router. This manages network traffic; ensuring devices can communicate with each
other via both wired and wireless connections, and provides internet connectivity.
 An internet connection. This could be a faster fiber connection or dedicated leased line.
 A hardware Firewall. This creates a secure barrier between your network and the
internet, blocking security threats.

1.3.2 Local ramps:

Internet based:
SmartDoko gets the internet service through local ISP-Worldlink, through which it provides its
services to the customers nationwide. It’s purely direct connection from one location to another
location on optical fiber. The company uses 150 mbps for frequent cloud computing, video
conferencing, data backups.
Intranet based:
To communicate and share information with the internal members, the company also uses a
private network. This intranet doesn’t permit unauthorized personnel to get access to company’s
resources.
1.3.3 Global Distribution center:

SmartDoko gets its service from the USA based distribution center-Inmotion hosting. It is a web
hosting service provider that provides the technologies and services needed for the website or
webpage to be viewed in the Internet.

1.4 Ecommerce security:

Digital certificate: The connection to this site is using a valid, trusted server certificate issued by
Go Daddy Secure Certificate Authority - G2.
Encryption:
This site is encrypted and authenticated using TLS 1.2, ECDHE_RSA with P-256, and
AES_128_GCM.

SmartDoko uses C-Panel which is equipped with many security measures. The proactive tools
provided by the software enable website owners to keep their servers locked down and secure
from unwanted visitors. Some of the securities used are:
Security tools Functions
Password Protect Directories Easily password protects entire directories
with a user specified login name and
password.
Leech Protection This feature prevents outside users from
accessing secure areas of your website.

IP Deny Manager IP Deny Manager prevents abuse by allowing

a user to restrict a single IP or a range of IP
addresses from accessing the server.
SSH/Shell Access For more advanced users, SSH access allows
a user to connect and transfer files securely
over the internet.
SSL/TLS Manager For users who are created ecommerce stores
or are running applications that pass sensitive
information over the internet, this tool is a
must. Easily create the certificate, signing
certificates and keys needed.
Hotlink Protection Hotlink protection prevents users from
 stealing your bandwidth by blocking access to
other websites that hotlink to your images or
content.

1.5 E-payment System:

Besides physical cash, the company uses the following electronic means for payment.

 Card on delivery: SmartDoko offers their customers an option of paying for the
purchase at your doorstep. It provides service of onsite card payment to the delivery
partner upon the delivery of the item. Currently the company has provided the swipe
machine of Nabil bank and NIBL.
 E-Sewa: SmartDoko has collaborated with this payment gateway to provide more
convenience to the customers regarding buying and purchasing of goods.
 Cellpay (available soon):
 Visa and MasterCard Payment through Payment Gateway: Gateway where a
customer can locally and internationally do payment from visa or master card for secure
payment: SmartDoko has been providing this service through Himalayan bank.
 Point system: One of the unique characteristics of this online shopping portal is that it
provides certain reward points as per the goods purchased these reward points are
equivalent to cash and can be used to purchase the goods and services offered according
to the stated conditions of the company.

1.6 Online marketing:

SmartDoko markets its product and offer prompt service through collaborating with various
social sites, e-news portal, blogs and newsletters. It uses the following medium to market its
product and services:

1.6.1 Social marketing:

SmartDoko mostly publicizes and notifies its services and products through social sites such as
Face book and Instagram. A story is posted on the current launch, sale and offer on regards to the
product and is refreshed around four times a day to keep correct newsfeed. Beside these, the
company also promote new product with their brand name and promote awareness among the
customers.
It seldom advertises its brand name via YouTube. In a year, it advertises once or twice.
1.6.2 Content marketing/ web blog marketing:
With the help of blogs, SmartDoko has been able to notify the customers about the launch of new
product and their availability in its store. This technique has helped the online company to gather
more attention and build its customer base. It has created an association with Gadgetbyte to
aware the customers about the newly launched Smartphones, laptops and other electronic
devices.

1.6.3 Email marketing:

SmartDoko value its customers. It provides newsletter to the customers through electronic mail
twice a week to update on the current availability of the goods or the new goods in the market.
The frequent and loyal customers are sent messages regarding the new products via push
notification technique.
1.6.4 Web banner advertising:
Advertising through the display of banners containing attractive offers on online news portal
such as e-kantipur, e-nagarik news is another medium of marketing of this online company.
Mostly the banner is used to inform about the coming events, offers or the newly launched
product that is available in the company.

1.6.5 Personal marketing:

SmartDoko oversees the activities of its customer and keep track of their purchases using their
website cookie. The system filters the data and showcases those relevant products that capture
the interest of the customer. Additionally, the company also uses push notification technique to
alert and notify the loyal customer (2 times a day) about the new services it has introduced.

1.6.6 Search engine marketing:

SmartDoko also promotes its websites by increasing their visibility in search engine results
pages (SERPs) primarily through paid advertising such as Google, Yahoo.

1.6.7 Online Press Release:

The online company also uses this marketing technique to raise awareness of a company or its
brand among the broader online community and to generate interest that takes advantage of the
viral potential of online social media. It is a way of exhibiting prominent, newsworthy stories
about a product, brand, or company to as many viewers as possible.
 DATA ANALYSIS
2.1 Gap Analysis:

2.1.1 Hardware and software:

Hardware and software Acquired Gap Remarks

requirement
Web servers  In-motion hosting
based on USA
Browser  Google chrome
Server software  Data Dashboard
TCP/IP Address  192.249.125.37]
Web authoring tools  C-Panel
Database  Customized: Oracle
Domain name  SMARTDOKO.COM
Programming  PHP
requirements

The company is equipped with all the essential hardware and software for conducting an
ecommerce business.

2.1.2 Network infrastructure:

Network Acquired Gap Remarks

infrastructure
Fast internet  150 mbps internet
service
Online forum  Only customer
service
Online chat  Unlike daraz and
sastodeal, there is no
online chat
Intelligent agent  Use cookies
Client-server based  Cloud based
architecture architecture
Proper Login system  All the orders are
well recorded with its
transaction
processing software
Fast connectivity to  Immediate response
consumers

2.1.3 Business models:

Business Model Acquired Gap Remarks

Business to customer(B2C)  e-retailer
market creator
Business to Business (B2B)  e-distributor
Customer to Business(C2B)  No area for the
customer to sell
their product
Customer to Customer(C2C)  Business is strictly
through
organization
Mobile Commerce(M-  Android mobile app
Commerce)

2.1.4 E-commerce security:

E-Commerce security Acquired Gap Remarks

Encryption  TLS 1.2, ECDHE_RSA with
P-256, and AES_128_GCM.

Digital signature  does not require any

physical or digital signatures

Digital certificate  issued by Go Daddy Secure

Certificate Authority - G2.

SSL  Provides encrypted link to

secure connection
Firewall  Provided by the software
“Leech protection”
Antivirus program  Provided by the software
S-HTTP  Doesn’t use

2.1.5 E-payment:

E-Payment Acquired Gap Remarks

Credit card  No provision
Debit card  Visa card and master
card
Payment gateway  E-sewa
 Digital wallet  Not yet collaborated
Digital cash  No provision in
Nepal
Smart card  No provision in
Nepal
E-check Not used

2.1.6 Online marketing:

Online marketing Acquired Gap Remarks

Email-marketing  Provides newsletter
Search engine  Google
marketing
Social-media  Facebook, Instagram,
marketing YouTube
Web banner  on e-news portal
advertising
Mobile advertising  SMS marketing
Web portal  No
Blog marketing  Link of the site is
mentioned in various
blogs
Affiliate marketing  no
Market reach  Only limited to big
cities

2.2 SWOT Analysis:

As a part of marketing audit, SWOT analysis has been conducted and relevant information has
been gathered from the General Manager of SmartDoko.

2.2.1 Business model

Strengths:
 Wide range of products which is segmented to different market that makes customer easy
to select the desired product.
 It is very much customer centric and they value the time of the customers.
 Once customer makes the purchase, customer service will call the customer to ensure
that the product will be delivered on requested time.
 Low operation cost and round the clock availability.
Weakness:
 Both parties’ customer and seller will not be able to interact with each other. No service
of online chat and online forums.
 No facility of customer to business(C2B) business model
 Unlike its competitors, Daraz, the product specification listed in packaging along with the
name of supplier is not transparent.

Opportunities:
 Since all the businesses are moving towards digitization, SmartDoko has targeted to the
age group of 18-30 who use internet and mobile application more than other age groups.
 In Nepal the use of internet has grown compared to past decades as it is mandatory to
utilize the digital market to get full-fledged coverage.

Threats:
 One of the major threats is strong competitors like Daraz which is multinational
company.
 Offline purchasing in Nepal is still dominating the market.
 The market is fragmented and there is involvement of lots of small players.

2.2.2 Network infrastructure:

Strengths:
 High speed internet,
 Proper login system under transaction software that records all the details of the
customers who purchase from the website
 Immediate response

Weakness:
 Have to depend on other web server to collect data
 High mbps internet is still not available in Nepal
 Uses fiber optic cable for high internet speed, risk of breakage
 during peak sale season, the traffic is heavy and website is slow

Opportunities:
 Possibility of decentralizing the network burden in the central hub by establishing many
distribution centers and point of presence areas
Threats:
 Changing technological environment calls for changing networking infrastructure

2.2.3 E-payment:

Strengths:
 Use of various modes of e-payment: debit card (visa card. Mastercard), digital wallet (E-
sewa)
 Partnership with various financial institutions (Himalayan Bank, Nepal investment Bank
Limited, Nabil Bank)

Weakness:
 Not collaborated with I-pay, Khalti, which are new emerging digital wallet
 More marketing cost as the company has to advertise the e-payment services it uses.

Opportunities:
 New technology is still developing
 Working with CellPay for mobile payment.
 Possibility of expansion, as the customers are moving into digitization.

Threats:
 New hackers.
 No proper policy regarding e-payment services.
 E-payment serviced developed by competitors like Daraaz, Sastodeal, Muncha.
 Lack of trust on online payment by the people.

2.2.4 Online marketing:

Strengths:
 Use various modes of online marketing to attract customers: web banner advertising
social media, blogs, email, SMS marketing.
 Focuses both on old customers and new customers.

Weakness:
 Does not do affiliate marketing.
 People are still unaware of the site as that of its competitor, Daraaz, Muncha or Sastodeal.
Opportunities:
 With digitization, e commerce business is reaching new height, able to tap more market
through brand publicity.

Threats:
 Negative comments, feedback and customer complaints regarding dissatisfaction of the
product might reduce customer base.
 Social medias like Facebook and Instagram is so famous among people that vendors sell
their product on their Facebook and Instagram pages as well which could create disparity
in prices for the customers.

2.2.5 E-security

Strength:
 Inbuilt security tools provided by the software, which is very efficient
 Certified with SSL certificate and digital certificate
 Secure connection and transaction

Weakness:
 The company doesn’t handle its payment security, handled by other payment partners. It
is only notified.
 Huge investment.

Opportunity:
 More advance security system can be installed.

Threat:
 New hackers with new ideas to hack
 Mobile malware.
 Insider threat due to rise in competition.