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MGT213 Management Practices & Organizational Behavior
Prepared for
Associate Professor BRAC Business School BRAC University Prepared by
Section: 7 BRAC Business School BRAC Business School, BRAC University
Date: 2026-03- Dr Syed Ali Fazal Associated Professor Brac Business School BRAC University Subject: Submission of the Strategic Business plan for 24Delivery SHOP e commerce platform. Sir, I am pleased to submit this report “strategic plan for a start up”. Within the attached report, you will find the information about the online e commerce Start UP name “24Delivery SHOP BD”. This paper has been prepared with the objective of applying strategies management and the tool of real world business context and recommendation within the Bangladesh e commerce sector. The analysis include the comprehensive plan for 24Delivery SHOP BD, a retail e commerce platform targeting the growing online consumer based market in Bangladesh. Also it analysis companies SWOT, BCG matrix, porters five force and relevant generic strategies. Also, provided financial plan, marketing plan and HR strategies. I hope this report meets its expectation and reflect the knowledge and strategies. Please review the report and respond with your thoughts. Sincerely, Saad Ummi Ahmed Brac university Signature:
Introduction: Global e-commerce sector is increasing rapidly and in this case Bangladesh is no exception. Over the past decades the rapid growth of internet and online is significant. And also a significant growth of internet adaptation and digital device among people is huge. And a shift from traditional payment to digital payment has created a chance for e commerce business as well as in Bangladesh. The COVID 19 pandemic give a boast in online e commerce sector, during this million of customer in Bangladesh turned to this online platform and it started a huge change in e commerce sector. Bangladeshi e commerce platform or business remains underpenetrated to its demographic potentials. Many customers who live in rural area or small cities cannot get much option of online platform because many platform is limited within big cities. As most of the population lives in rural areas they got problem with delivery, time problem, lack of communication, service related problem etc. This gap prove that there is lot of opportunity if we use it properly and provide a proper service. In this report I present a comprehensive strategic plan for 24Delivery SHOP BD, a startup retail e commerce platform designed to bridge these gaps. This platform is designed to be in the middle of buyer and seller through app. This paper will analyze the strategic management tool including SWOT, the BCG Matrix, Porters five force and Generic Comprehensive Strategies and also develop financial, management, and human resource dimensions of 24Delivery SHOP BD to achieve the sustainable advantage in the Bangladeshi e commerce market.
Overview of the startup: Company Profile: 24Delivery SHOP is a purposed e commerce startup in Bangladesh, with the plan the company will expand its connection through remote area and also urban areas like Dhaka, Sylhet, rangpur, Rajshahi, Chattogram, Khulna etc. The platform will operate as a B2C (business to consumer) marketplace. Where seller from remote or village area can registered in the platform and can sell their handmade product in across Bangladesh. Mission and Vision: Mission: To make quality product accessible, affordable for every customer and deliver it safely within 24 hours in across Bangladesh by using drone in delivery through a technology driven e commerce app. Vision : To become Bangladesh fastest delivery e commerce platform. Core product and Service Offering Fast fashion and Apparel Electronic gadget and accessories Health and beauty product Grocery and daily essential. Household essentials and living product The platform will include Bangla and English language and can be changeable according to comfort, also digital payment system like mobile banking, card, bank transfer will be available. Also customer can track order and track drone where it is on time. Legal Structure and Location: 24Delivery SHOP BD will registered as a Private Limited Company under the Companies Act of Bangladesh, 1994. The operation headquarters will be situated in Dhaka commercial district, with drone operations and also all division have drone operations and maintenance system available.
Financial Plan: 24Delivery SHOP is aim to becoming a leading fastest delivery e commerce platform in Bangladesh. It’s the startup cost of this business with bank loans and personal funding about 1 CR : The startup cost of the company: Expenses category BDT Platform Development 2000000 Drone and warehouse & logistic setup 3000000 Marketing 2000000 Extra inventory 1500000 HR & Operation 1000000 Legal, licensing & others 500000 Total 10000000 Geographic Product Based Consumer Based Seller Based
The revenue forecast of the startup: The revenue will generate from commission 10-12% after selling each product. Also including membership subscription in app and web like platinum, gold, silver. listed sponsor and other brand advertisement on the platform. Drone delivery service charge. Seller insight package or number of package selling charge. Here is the first three months revenue from Subscription: Month User Price Revenue January 350 10 3500 February 500 10 5000 March 550 10 5500 Income statement for the year 2025: Category BDT Revenue 7000000 COGS 4000000 Gross Profit 3000000 Operating Expenses 1300000 Operational profit 1700000 Tax (7%) 119000 Total Profit 1581000
So we can say that 24Delivery SHOP is doing a very good in earning and giving a great profit. Marketing Strategy: 24Delivery SHOP is a startup that follow the differentiate marketing strategy and its follow the core marketing value. It is mainly focused on digital marketing mainly and its core idea is to sell more product and sell more. Target consumer: Primary: Urban and small town consumer ages 18-30. Secondary: Working age people age 30-50 seeking convenience. STAR: Fashion and Electronics High growth and strong market share. Strategy: Invest aggressively. Question Marks: Grocery and Fresh Product High growth sector but low market share. Strategy: Invest selectively Cash Cows: Health and Beauty Products Mature, high share category with stable demand. Strategy: Harvest Profits. Dog : Luxury and Niche product Low growth and Low share Strategy: Minimize
Marketing Mix: Digital Marketing: Social Media Advertising like Facebook, twitter, Instagram, YouTube etc. SEO and google Ads. Email and SMS promotion campaign. In push app notification and personalized product recommendation. Product : Authentic product quality, and easy return policy also review product and 24/7 customer service. Price : competitive price and using price algrithom price fall, flash sell and attract value seeking customer. Place : Digital disrtibution through android and IOS app and mobile optimized web, also proprietary drone fleet can deliver product to customer. Promotion : Multi channel promotion strategy through social media, ads, influencer marketing, campaining, sales events. MARKETING MIX
Porter's Five Forces Analysis: Porters Five Forces framework is applied to assess the competitive and attractiveness in Bangladeshi e commerce platform for 24Delivery SHOP BD: Force Intensity Analysis Threat of New Entrance Moderate Low capital entry by app or web nut drone delivery and brand trust can act as significant barriers. Bargaining power of Suppliers Low Moderate Many small suppliers; platform can switch easily and some dependent on the key brand. Bargaining power of Buyers High Customers can compare price and switch to low cost product between platform. Threat of Substitutes Moderate Traditional shop, online shop and physical market. Competitive Rivalry High Other online e commerce platform in Bangladesh. HR Strategies: Organizational Structure: 24Delivery SHOP is a new startup which promoting a new thing in e commerce deliver product within 24 hours. To ensure that it is significant to create a talented and motivated workforce. 24Delivery SHOP HRM strategy is designed for a significant team at management level and additional labor force in the production unit. The leadership team will be like this: ORGANIZATIONAL CHART (CEO) chief technologi cal officer Manag er Employee Chief Marketing Officer Marketing Manager Employee Sales Manager Employee Chief Financial Officer Financial Manager Employee Head of Operation and Drone Logistics Operatio n Manager Employee Logistic Manager Employee
TOP Management: 24Delivery SHOP has one main head and 4 main head on each department: ■ Technology ■ Marketing ■ Finance ■ Operation & logistic They overview the business and the growth of business. Also the 4 department direct the company and each department fulfill company goal and target. And also work for to be the biggest e commerce platform in Bangladesh. Middle Manager: Middle manager works basically follow the order of top manager and works to keep communication between top management and employee. It plays the important role in the company. There are middle manager department: Sales and Marketing Finance Supply chain Management Human resource Management Technological sector Lower Level Employee: This employees do their job in ground level and they follow the order of middle level manager and work in ground. Its core job is maintenance of drone and deliver product safely. HR Policies: Performance based structure and with quarterly reviews. Middle management must have plan for stock option. Continuous training and development by internal academies. Diversity in workforce and hire fairly. Remote work policy and comfort zone work.
Recommendations: Based on the strategies analysis conducted this following recommendation are purposed for the launch and growth of 24Delivery SHOP startup: 1) Prioritize of technology based development based on App : It is given that over 90% of Bangladeshi internet users has the access of the internet and via mobile app and web access. 24Delivery SHOP BD must invest a huge in mobile application and data effective web browsing and also take a look at SEO optimization. Also language change in app and web in Bangali language UI to attract most of the user and get more customer. Also design UI to keep the standard of internation e commerce. 2) Build and Deploy a Proprietary Drone Fleet: 24Delivery SHOP BD should invest in building drone fleet from the start and is should also implement drone base form first day. As drone would pick and deliver product to the consumer doorstep. This will bring a change to reduce the dependency of third party courier service to deliver the product and provide a strong competitive to others. 3) Deploy a targeted Digital Marketing using Online service: As 24Delivery SHOP BD is a newly started company we should started working to reach to people and in that case Facebook, Instagram and other social media can play a big role. Also collab with social media influencer can also play a role to promote the company. 4) Introduce Seller incentive programme at launch of the company: At the starting of the company offer zero percent commission to the seller and also offer free delivery fee. It will attract a lot of seller to register to the platform. And it will increase the ranking and a good review. 5) Develop customer trusted framework: Trust from customer is the main and single barrier in Bangladeshi e commerce market. 24Delivery SHOP BD first priority should be gain trust from customer. Also product return and refund policy and payment protection of customer should implement. A visible customer rating and building trust to first time buyer with free delivery and using coupon to give discount
Conclusion: 24Delivery SHOP BD is a startup e commerce platform that represent a sound and timely business proposition in Bangladeshi rapidly growing economy. The e commerce platform is a new age of business marketing that illuminate marketing strategy and in modern world. Government support for this e commerce business and also growing rate of public acceptancy especially among young people is tremendous. To sum up, 24Delivery SHOP BD is not only a commercial platform but it is a opportunity to access a good quality of product within 24 hours delivery in Bangladesh. And for Bangladeshi household who can get a proper service with a right strategy, resource and execution. 24Delivery SHOP has the potential to become the most valuable and defining e commerce brand in Bangladesh and also south east Asia.
