STRATEGIC MANAGEMENT COURSE MIDTERM REPORT TOPIC STRATEGIC ANALYSIS OF SHOPEE AND SUGGESTION FOR FURTHER DEVELOPMENT

FOREIGN TRADE UNIVERSITY HO CHI MINH CAMPUS *** STRATEGIC MANAGEMENT COURSE MIDTERM REPORT TOPIC: STRATEGIC ANALYSIS OF SHOPEE AND SUGGESTION FOR FURTHER DEVELOPMENT Lecturer: Le Thi Thanh Ngan Class: K55CLC1 Ho Chi Minh, April 2019 MEMBER LIST Student’s name Student number Đoàn Quỳnh Hương 1601025066 Nguyễn Anh Huy 1601025071 ii | P a g e STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT SUPERVISOR’S REMARKS 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STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT TABLE OF CONTENTS EXECUTIVE SUMMARY CHAPTER 1: INTRODUCTION TO SEA LIMITED COMPANY AND E-COMMERCE PLATFORM SHOPEE 1.1 SEA Limited 1.2 Shopee e-commerce platform CHAPTER 2: ANALYSIS AND EVALUATION OF SHOPEE’S STRATEGY IN VIETNAM 2.1 Shopee’s strategy in Vietnam 2.1.1 External Analysis 2.1.2 Internal Analysis: 2.1.3 SWOT analysis and Shopee’s general business model .11 2.2 Evaluation of Shopee’s strategy .12 CHAPTER 3: PROPOSED STRATEGIES FOR SHOPEE VIETNAM IN YEARS .14 iv | P a g e STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT TABLE OF FIGURES No Name Page 1.2.1 Basic statistics of Shopee as of August 2016 1.2.2 Mapping of Vietnam’s leading e-commerce players by 2018 2.1.1 GDP composition of Vietnam in 2017 (%) 2.1.2 Vietnamese’s preference for payment methods in 2017 (%) 2.1.3 Analysis of Internet use in Vietnam in 2018 2.1.4 Overview of Vietnamese’s e-commerce industry in 2018 2.1.5 SEO score of Shopee.vn computed by SEO Check Rank 2.1.6 SEA’s report of Shopee in the last quarter of 2018 2.2.1 Percentage of shipping costs in Shopee’s total expenses 13 LIST OF ABBREVIATIONS Abbreviation Meaning ASEAN Association of South-East Asian Nations CEO Chief Executive Officer FDI Foreign Direct Investment FTA Free Trade Area GDP Gross Domestic Product KPI Key Performance Indicator PC Personal Computer SEO Search Engine Optimization WTO World Trade Organization v|Page STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT EXECUTIVE SUMMARY This report provides an analysis and evaluation into the strategy of Shopee Vietnam as well as a suggestion of objectives to develop in the next five years This is achieved through analyses of the business-level strategy of Shopee through the PESTEL, Five forces models, value chain and SWOT analysis Results found that even though the growth of the Vietnamese e-commerce industry is high and Shopee has the strength and resources as one of the leaders, the business still recorded massive loss in 2018, due to intensive investment in marketing and sales in an attempt to catch up with the key players, such as Lazada, Tiki or Sendo who have infiltrated the industry much earlier The report finds that Shopee’s current strategy is quite solid and able to help it become a major force in the e-commerce industry in just a few years However, there are still issues which need to be addressed if Shopee wants to remain at the top in the long-term 1|Page STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT Tung MTP, the most famous singer in Vietnam, to become its brand ambassador; cooperated with the hit-singer Bao Anh and Bui Tien Dung of U23 fame to participate in the video clip with the catchy song “Baby Shark”, or most recently, Shopee celebrated its birthday with the Korean band Blackpink… and many other viral marketing activities that had left an impact in its customers In contrast, SEO management of Shopee is not very good A brief check on several SEO checking tools yielded an average score of approximately 50 Figure 2.1.5 SEO score of Shopee.vn computed by SEO Check Rank Regarding sales, according to SEA’s annual report in 2018, Shopee has achieved a total of $3.4 billion of gross merchant value and 206.9 million gross orders, earning SEA an adjusted revenue of $126.9 million, increasing by 1262% in comparison to 2017 It has also recorded more than 80 million downloads by 2017, wherein Vietnam comprised of more than million Figure 2.1.6 SEA’s report of Shopee in the last quarter of 2018 On the other hand, due to heavy investment made by SEA on Shopee, the group has reported a record loss of $700 in 2018 The cause for this was cited to be due to intensive investment in marketing and sales as well as promotions, especially subsidies for shipping for Shopee users 9|Page STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT  Service The core value Shopee provides its customers is an easy, secure and fast online shopping experience through strong payment and logistical support Augmenting that core is a variety of additional values, including:  Personalized customer’s experience and interactive shopping through the application of Shopee Feed and Shopee Live Chat  Shopee Mall was launched in 2017 as a dedicated in-app space that showcases Official Brands and Shopee’s Top Sellers  Shopee Guarantee was also set up to protect buyers by withholding payment to sellers until the buyer receives their orders in an agreed-upon condition  Dedicated team of delivery, mostly from Giaohangtietkiem, however there are still outsourced forces from various reliable delivery service companies including Viettel Post, Vietnam Post, Giaohangnhanh In addition, the fast delivery service of Shopee 24H and 4H were introduced to help sellers conduct their orders within a short time  Support activities  Infrastructure According to reviews on Glassdoor, Shopee has a dynamic, fast-paced working environment with plenty of opportunities for learning Its slogan is said to be “We empower each other” and the overall theme is to connect among employees with friendly colleagues However, it is stated that the management is relatively top-down and work can be demanding at times As for facility, Shopee possesses one of the most beautiful and modern offices in Vietnam, locating on the 17th and 18th floors of the Saigon Center Building Its primary color is orange, a optimistic and energetic color, which is said to convey the message of “We always find a way.”  Human resources and management All employees at Shopee are extremely skilled and talented One of the reasons behind this is cited to be due to their rigorous hiring process with a high hiring bar to make sure they find the best fit Moreover, Shopee is always trying to scout out talents among the local prestigious universities such as Ho Chi Minh University of Economics, Foreign Trade University, RMIT,…through promotion and career fairs to add to its growing list of employees In addition, Shopee also organizes its own exclusive Global Leaders Program, a highly selective 2-year program, comprising four 6-month rotations in different business functions in order to search for young talents in Vietnam Training new employees is mostly carried out by senior executives in the same department Management team from Vietnam will also have the opportunity to participate in training program organized in the parent company located in Singapore 10 | P a g e STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT  Technology Shopee is one of the largest and fastest mobile content delivery networks in Southeast Asia region The technology underlying Shopee accelerates the loading of millions of product photographs and descriptions on web pages delivered to millions of users and offers them a fast and smooth mobile shopping experience Shopee’s proprietary database management system is one of the largest database systems for mobile online transaction processing in the region It runs on servers and can be scaled up to hundreds of nodes to achieve scalability Moreover, it plays a critical role in supporting transaction processing in the marketplaces in a cost-efficient manner On the other hand, Shopee Vietnam’s process of setting up a shops for sellers is still rather simple and does not require any verification of bank accounts or identities, which is a factor that counterfeits and frauds can take advantage of  Procurement Shopee has more than 800 thousand suppliers, which are also its customers, selling a variety of products from fashion, cosmetics to electronic devices through its platform ranging between quality and reliability Due to this, management of sellers is rather difficult Furthermore, Shopee also established contracts with three of the top delivery companies in Vietnam by 2018, which are Vietnam Post, Giaohangnhanh, Viettel Post 2.1.3 SWOT analysis and Shopee’s general business model  SWOT analysis - Strengths Clean interface, easy-to-use design and quick links to each feature of Shopee Strong brand name Viral marketing activities, easy to leave impression on customers Faster and cheaper shipping than competitors Large number of suppliers offering a wide range of products Dynamic working environment, talented workforce and modern facilities Large database management system Opportunities E-commerce is one of the fast growing industries of Vietnam - Weaknesses High cost incurred in marketing and shipping Supplier management difficulty Security and fraud still pose a major problem Weak SEO management - Threats Relatively high inflation rate Education is still limited, especially - 11 | P a g e STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT - - Number of Internet mobile users is high and has the tendency to increase in the future Political stability, few restrictions on FDI and relatively low taxation High GDP growth rate and increase in consumer demand Abundant labor force Relatively high barrier of entries - - on humanities subjects Technological development is not as advanced as some other countries in the same region Natural disasters can severely affect daily life Highly competitive e-commerce industry with many big players Relatively no switching costs for customers  Business model Shopee Vietnam utilizes a differentiation business model, evident in the various services it offers the customers for the best shopping experience such as Shopee Mall for the most reliable, topquality vendors on Shopee or Shopee 24H for a fast shipment that will reach customers within the day with no additional charges One example of their effort to differentiate is that Shopee realizes shipping fee is a hurdle to overcome in order to convince buyers to switch to online shopping Consequently, it tries to capitalize on this by supporting sellers in setting up their own shipping discounts with a view to attracting more buyers Another instance of this is the gamification of customer experiences in the form of Shopee Coin Users can participate in social activities on the app to win these coins and use them to offset the costs with sellers on the platform 2.2 Evaluation of Shopee’s strategy Overall, Shopee Vietnam has built a quite solid business-strategy which has helped it earn its position as one of the leading players in the e-commerce industry despite entering rather late in comparison with big names like Lazada, Tiki, Sendo However, that does not mean there is no room for improvement in some of its performance and operation The following are some key points that have been noted regarding Shopee’s strategy: 2.2.1 Shopee has a very viral marketing strategy through the use of hot trends and celebrities However, it seems to have neglected its SEO management Shopee spends a majority of its expense on marketing This is not inappropriate considering the highly competitive nature of the e-commerce market and the fact that Shopee itself is still a relatively young player in the field, comparing to other big names like Lazada, Tiki or Sendo While it is quite successful in its viral marketing by staying on top of the trends and cooperating with celebrities to advertise its image, Shopee does not seem to that well regarding its SEO 12 | P a g e STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT management In fact, its own site rarely comes up as the top result in Google when keywords regarding e-commerce or online shopping are used, and only about 26.4% of Shopee’s site total visits are linked to search engine 2.2.2 Shopee already has its own shipping force in Giaohangtietkiem and established contracts with other big delivery names However, it appears to not consider Now (formerly DeliveryNow) as a possible partner Shipping cost is an important problem that Shopee has to take into consideration In 2018, sales and marketing expenses, in particular subsidies for shipping for Shopee users, equaled 85.3% of SEA’s total revenue Shipping cost alone contributed to approximately 30% of Shopee’s total expenses, forcing Shopee to put a limit on its policy of free shipping in order to cut down on costs Figure 2.2.1 Percentage of shipping costs in Shopee’s total expenses Due to this, having Giaohangtietkiem as part of Shopee’s own workforce has contributed to keeping expenses down However, in order to satisfy customers with a variety of shipping choices, Shopee still formed contracts with several outside delivery companies Despite this, it does not appear to make any move to cooperate with Now’s delivery team which, as part of the same parent company, will be relatively cheaper than outsourcing 2.2.3 The problem of counterfeit products and fraud remain a major concern since Shopee still relies mainly on customer’s reports or reviews to detect Currently, Shopee does not apply any in-depth verification of sellers regarding bank accounts or identities This allows Shopee to boast a very large and varied selections of online shops; however, this also makes it one of the main targets for counterfeit products and fraud This problem is offset partially through the review and report functions but these are not viable solutions in the long-run as Shopee’s brand name will be seriously affected 13 | P a g e STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT CHAPTER 3: PROPOSED STRATEGIES FOR SHOPEE VIETNAM IN YEARS Based on the evaluation observed in Chapter 2, a strategy plan for Shopee Vietnam for the next years has been proposed as follows, in which there are three key suggestions being discussed: create a better SEO management, cooperate with the delivery force of Now to reduce costs and install a verification system in order to better screen out counterfeits and frauds Strategy Reasons and purposes Better SEO management Shipping cost reduction by cooperating with Now Indication of success Year 1-2 Year 3-4 After year To increase the rank of Shopee in search engine result, attract more customers to the site - Shopee Vietnam’s site is always among the top ten search results relating to e-commerce within Vietnam - Number of visits to Shopee through search engine increase to at least 35% on average - Shopee Vietnam always appears in the top five search results relating to ecommerce within Vietnam - Number of visits to Shopee through search engine increase to at least 50% on average - Shopee Vietnam usually appears in the top three search results relating to ecommerce within Vietnam - Number of visits to Shopee through se-arch engine are kept stable above 50% on average KPIs SEO analysis, % of traffic records through search engine Reasons and Purposes To reduce the costs arising from outsourcing delivery team by cooperating with the force from Now Indication of success KPIs - Integrate Now as one of the options for shipping goods - Redirect through marketing to raise the number of orders placed with Now’s delivery service by at least 5% % of successful orders being placed - Raise the number of orders placed with Now’s delivery service to at least 10% - Gradually reduce reliance on outside delivery force - Cut down on shipping expenses by at least 5% - Raise the number of orders placed with Now’s delivery service to at least 12% - Gradually reduce reliance on outside delivery force - Cut down on shipping expenses by at least 8% % of successful orders being placed, % of shipping expenses reduced 14 | P a g e STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT Reasons and Purposes Managemen t measures installment to reduce counterfeits and frauds Indication of success KPIs To manage the products being sold on Shopee’s platform, minimizing the risks of counterfeits and frauds, preserving the brand image of Shopee - Continue to per- Continue to per- Integrate a verform a check on es- form a check on esification method tablished shops to tablished shops to into shop registrapinpoint counterpinpoint countertion step to screen feits and frauds, at out potential fraud- feits and frauds, at least 50% of sellers least 65% of sellers sters must be verified must be verified - Perform a check - Number of cou- Number of couon established nterfeits and frauds nterfeits and frauds shops to pinpoint reported reduce by reported reduce by counterfeits and at least 40% frauds, at least 30% at least 30% of sellers must be verified - Number of counterfeits and frauds reported reduce by at least 15% % of sellers having their accounts verified, % of counterfeits and frauds reported 15 | P a g e STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.ST RATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT STRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPORT.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENTSTRATEGIC.MANAGEMENT.COURSE.MIDTERM.REPOR T.TOPIC.STRATEGIC.ANALYSIS.OF.SHOPEE.AND.SUGGESTION.FOR.FURTHER.DEVELOPMENT