A Case Study on the Strategic Performance and Market Resilience of MEDHEY  E-Commerce in Bhutan

Swati Chakraborty; Rinchen Dolma; Kinley Bidha; Thinley Yoezer; Pravesh Pradhan; Thinley Dorji

doi:10.54741/SSJAR/6.1.2026.312

Authors

Swati Chakraborty Professor, Department of Business, Royal Thimphu College, Thimphu, Bhutan
Rinchen Dolma Undergraduate Student, Semester 5, Department of Commerce, Royal Thimphu College, Thimphu, Bhutan
Kinley Bidha Undergraduate Student, Semester 5, Department of Commerce, Royal Thimphu College, Thimphu, Bhutan
Thinley Yoezer Undergraduate Student, Semester 5, Department of Commerce, Royal Thimphu College, Thimphu, Bhutan
Pravesh Pradhan Undergraduate Student, Semester 5, Department of Commerce, Royal Thimphu College, Thimphu, Bhutan
Thinley Dorji Undergraduate Student, Semester 5, Department of Commerce, Royal Thimphu College, Thimphu, Bhutan

DOI:

https://doi.org/10.54741/SSJAR/6.1.2026.312

Keywords:

MHVI, 3PL, medhey, logistics, strategic analysis

Abstract

The Project is based in Bhutan and conducts a strategic analysis of Medhey E-commerce, utilising internal and external scanning frameworks such as Porter’s Five Forces and VRIO, with the primary goal of identifying the core strategic problem and proposing recommendations. The analysis resulted in Medhey having current strategic challenges that were their dependence on the third-party logistics as their main issue and a limited return window as their secondary issue. To resolve this issue, the proposed implementation plan is the Mini Hub Vertical Integration strategy, which includes setting up small hubs in various regions to handle delivery, helping Medhey reduce costs, improve return efficiency, and build a strong competitive edge in the e-commerce market in Bhutan.

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