I.

Company Profile
A. History of Shopee

Shopee was founded by Forrest Xiaodong Li in Singapore in the year 2015 and it
is a subsidiary of the Sea Company (formerly known as Garena). It is a multinational
technology firm that focuses on e-commerce. Shopee adopted a different approach in
the beginning, launching as an app initially to take advantage of Southeast Asia's high
mobile penetration rate. It is said that the SEA Company has the greatest average
mobile internet usage of any region according to a Google and Temasek study (3.6
hours per person a day). Therefore, from the start, Shopee focused on improving user
experience and engagement through mobile. Its mobile-first strategy enables it to
capitalize on the predicted sustained expansion in mobile subscriber penetration.

Shopee began as a consumer-to-consumer (C2C) marketplace, but it was

eventually able to make transition to a hybrid business-to-consumer (B2C) approach.
Shopee has accelerated and expanded its business throughout the 6 markets in the
Southeast Asia including Malaysia, Thailand, Taiwan, Indonesia, Vietnam, and the
Philippines.

In the year 2019, within just four years of its establishment, Shopee has grown
and positioned itself as one of Southeast Asia's most pioneering business enterprises or
markets when it comes to e-commerce platform, where suppliers and buyers meet, with
over 80 million entrepreneurs.

Shopee offers a diverse range of products in areas such as electronics, home &
living, health & beauty, baby & toys, fashion, and exercise equipment – to name a few,
as well as a social community for exploration to provide smooth and satisfactory
services to its consumers of various regions. With its effective price mechanism and
logistical assistance, Shopee provides its clients with an easy, fast, and safe way to
enjoy their online buying experience.

B. Mission and Vision

Company Mission
 Shopee aspires to create an easy and secure mobile marketplace where
anybody can buy and sell anything at the same time and from any location.

Company Vision

Shopee's goal is to constantly improve its platform and become the region's
preferred e-commerce destination through regular product improvement and localized
user-centered initiatives.

II. Situation Analysis

A. Industry Analysis (PESTLE)

POLITICAL

1. Government policy. E-commerce platforms would not be prominent today if

there were no government policies allowing their operations. The Electronic
Commerce Act, also known as Republic Act 8792, facilitates domestic and
international dealings, transactions, arrangements, agreements, contracts, and
information exchanges by utilizing electronic, optical, and similar mediums,
modes, instrumentalities, and technology to recognize the authenticity and
reliability of electronic data messages or electronic documents related to such
activities. The instructions for complying with the e-commerce laws are contained
in the NCC Memorandum Circular No. 2003-01. (R.A. 8792). The BIR Revenue
Memorandum Circular No. 60-2020 outlines the responsibilities of those who
conduct commercial transactions using electronic media. The DTI-DOH-DA Joint
Administrative Order No. 01 lays out the guidelines and regulations for consumer
protection in R.A. 7394 (Philippine Consumer Act) by electronic methods under
R.A. 8792 (Philippine Consumer Act) (E-Commerce Act).
2. Taxation. Despite the pandemic, various countries such as Indonesia, Malaysia,
Singapore, Thailand, and Vietnam along with the Philippines experienced a
boom in their digital economy. However, due to the failure of implementing
taxation policies on the digital market, almost $5 billion of potential tax revenues
were lost from these countries in 2020. These revenue losses can potentially
 increase to $6 billion this year (2021) and up to $8 billion in 2022 if left
unaddressed. The government wanted to take advantage of this funding
opportunity; hence the House of Representatives has introduced the Digital
Economy Taxation Act of 2020 Bill (DETA 2020 Bill) which aims to tax the digital
economy. Purchases of goods and services made electronically or through e-
commerce platforms, internet-based subscription, digital advertising services and
other transactions made online will be subject to 12% Value Added Tax (VAT)
while e-commerce platforms and network orchestrators will subject to income tax,
withholding tax and VAT.

ECONOMIC

1. Inflation. From 2015-2019, deflation or the decline in prices of goods and

services was the trend in e-commerce. During that time, the average deflation
rate was 3.9% every year. After that, a 3.1% year over year increase in online
prices or inflation started. Since the pandemic began, the e-commerce industry
grew and is now the top, if not the most used method of shopping today. Hence,
one might think that due to such an increase in demand, the prices of goods and
services that can be bought online might decrease. However, reports say that e-
commerce inflation has no signs of slowing down yet and that consumers should
expect around 4% increase over the next three years.
2. Unemployment. The pandemic gave the business sector a tough time resulting
in several businesses shutting down and others being on the brink of it as well.
Thousands, if not millions of workers also lost their jobs. While others continue to
look for other jobs, others have ventured into online selling. Online selling may be
done from the comfort of one's home. Depending on the product/service you
chose to sell, you can easily manage your own stocks and deliveries. E-
commerce platforms such as Shopee and Lazada provide a network of buyers
from all parts of the country and in some cases, including the world, that have
various needs and your product/service may be the answer to it. These platforms
also provide a user-friendly interface for both the seller and buyer which makes
selling and bargaining easier and more efficient. Since these platforms or
 applications are accessible 24/7, there are also relatively fewer barriers in terms
of time. Thus, unemployment played a role in the increasing number of online
sellers.

SOCIAL

1. Growing middle class/income distribution. According to the World Bank, the

poverty in the Philippines had declined from 26.6% in 2006 to 21.6% in 2015.
The country's Gini coefficient also declined from 42.9 to 40.1 which means the
country's level of income inequality has also declined. The middle class began
flourishing, which is composed of millennials and Gen Z, who are also the most
dominant internet users and online shoppers. An individual spends an average of
$18 on consumer goods excluding travel-related purchases and digital media.
These shoppers spend a total of $4.7 billion on online purchases in 2018.
2. Trends. According to the Digital Market Outlook survey, out of its 107 million
population, the Philippines has 69 million internet users wherein 91% of these
users have tried browsing the internet for a product or service to buy and 75%
(aged between 16 to 64) have already purchased a product and/or service
online. Another reason for the e-commerce trend is the shopping experience. E-
commerce platforms and applications provide a wide variety of products and
services at reasonable prices which customers can access 24/7, anytime and
anywhere especially in current times where physical stores have limited
operations and while community lockdowns are being implemented.
Furthermore, it also has interesting offers such as the monthly sales and free
shipping discounts. If physical shopping involves word of mouth advertising,
online shopping has reviews which can be seen on the platform itself. There,
shoppers trust the reviews of strangers when it comes to feedback on the items
they want to buy. Social media influencers also play a big part in e-commerce
promotions.

TECHNOLOGICAL

1. Automation and the internet. Technology is one of the main drivers of e-

commerce. The creation of online selling platforms/applications and websites that
 is made available on various devices and is accessible anytime and anywhere
provided an innovative way to shop especially given the circumstances. It has
introduced new and modern business processes that are convenient to use
especially for internet users and avid shoppers. Online shopping platforms like
Shopee and Lazada have user-friendly interface wherein you can have access to
a wide range of choices of your desired product/service in just one click. Since it
is e-commerce, you can now also pay with e-money through e-wallets like
GCash and Paymaya. This modernized experience is not only for customers but
also for suppliers/sellers. Business management, inventory control and
replenishment, and even the marketing process was also made easier with the
help of automation.

LEGAL

1. Consumer protection. The Consumer Act is the country's primary consumer law
that aims to protect consumers against deceptive, unfair, and unconscionable
sales practices. Although it does not mention protection specifically for e-
commerce consumers, but it still declares the applicability of consumer legislation
to e-commerce transactions. The Electronic Commerce Act 2000 did recognize
the need for e-commerce consumer protection and supports that no electronic
transaction, document or message shall be discriminated against and denied
legal effect just because it is in electronic form. With this, the Joint Department
Administrative Order 01 was issued providing regulations for the protection of
consumers doing online transactions particularly on the purchase of goods and
services which covers both local and foreign-based e-commerce sellers and
retailers.
2. Data privacy and cybercrime. The R.A. 10173 or the Data Privacy Act seeks to
protect all forms of personal, private and/or sensitive data while the R.A. 10175
or the Cybercrime Prevention Act addresses and penalizes offenses made
through illegal access and interception of computer data and systems. When it
comes to logging in to your online shopping app account, one is required to fulfill
 certain personal information and consent. The consumer has all the rights to be
assured that all his personal details will be kept private.

ENVIRONMENTAL

1. Sustainability. Filipinos have increased their online shopping activities by 57%

in the first half of 2020 compared to the same period in 2019 and is projected to
keep growing for the succeeding years. The downside is that online shopping
uses plastics as the main packaging. 50% of these are single-use and only 9%
are recyclable. The pandemic contributed to the continuous increase in the
number of online shoppers. With this trend along with the continuous use of
single-use plastics as packaging, the plastic problem increases continuously
which poses certain environmental issues. In line with this, environmental
advocates have been recommending policies to address such waste problems.
Furthermore, online sellers are also encouraged to use sustainable packaging
alternatives.

B. Competitor Analysis

With over 400 million individuals in Southeast Asia earning up to $100 each day,
more Filipinos are turning to the Internet to spend their well-earned money. According to
Google and Temasek's e-Conomy SEA research, the country's online consumer
products market was valued at US $3 billion in 2018 and is expected to reach US $12
billion by the year 2025.

As people turn to online stores and marketplaces to buy what they need during
the COVID-19 pandemic lockdown, brands should consider which platforms are most
visited by consumers to ensure that they still reach their target markets, according to the
"Year-end Report on Southeast Asia's Map of E-commerce." The most popular online
retailers in the Philippines include Lazada, Shopee, Zalora, and BeautyMNL.

According to the report, which was compiled by price comparison website and
online catalogue iPrice Group in collaboration with mobile data and analytics platform
App Annie and web analytics services company Similar web, Lazada has a 59 percent
market share in the Philippines, with over 34 million monthly visits. On the other hand,
Shopee has a 33 percent market share, while Zalora has about two million monthly
visitors, this makes Lazada and Shopee the two most popular sites on the marketplace.

Shopee vs Lazada: Ads, Entertainment, and AI

 In terms of placing advertisements, Google Ads integration with Shopee is a
benefit for Shopee sellers that Lazada sellers want, because this is one of the
most efficient ways to boost their sales. This kind of approach may be used by
Shopee suppliers to promote items to clients who are most likely to buy them. As
a result, the store's visibility among prospective customers will increase. It also
enables businesses to get their products in front of the appropriate people at the
right time.
 Shopee kept its customers amused even during the pandemic. They worked with
celebrities, singers, KOLs, and dancers to generate content that consumers
appreciated and valued. Therefore, they are said to be experts at persuading
their customers to buy by exceeding their expectations.
 On the other hand, Lazada employs AI-assisted search recommendations and
translations. Consequently, a robust plan for providing tailored purchase
experience is in place. From the seller's standpoint, this strategy promotes the
items to the most suited buyers, and as a result, the conversion rate has
increased.

Shopee vs Lazada: Finance, Payment, Categories

 Financial settlement for damaged and missing shipment of the items is faster and
easier for Lazada customers than it is for Shopee customers.
 Shopee exceeds Lazada in terms of payment, decreasing the time it takes for
sellers to get money by 2-3 days. While on the other hand, Shopee costs $0.20
for each transaction.
 In the second quarter of the year 2020, Shopee had the distinction of being the
most downloaded shopping app. With this, being one of the most popular apps,
Shopee experienced an increase in the amount of time spent on its mobile app.
  When it comes to categories, Shopee offers a wide range of categories of
products from different areas (home & lifestyle, work-out equipment, fashion &
beauty, etc.). While on the other hand, Lazada established the LazMall last 2020
during the COVID-19 pandemic to cater to the needs and to reach many potential
customers. One of the unique features of LazMall is that it has a “Grocery area”
that offers fresh foods, this factor is immensely helpful especially during these
times, because consumers can easily purchase the foods that they want with
convenience and that is all available in a single platform.

Shopee vs Lazada: How They Help Seller Improve Sales

 Lazada and Shopee are both proactive in terms of aiding their clients in better
understanding the items. However, Lazada's "Inquiries about this product" option
makes it simple to ask questions and obtain answers regarding items.
 On the contrary, Shopee Live and Shopee Feed services have proven to be
game changers. Just like for example, INSPI (a Filipino apparel business) has
utilize the use of this Shopee feature to raise awareness of latest items and make
them popular among more than 500,000 prospective clients. If you have any new
and fascinating items, Shopee is the solution to assist you reach a wider target
audience.

Shopee vs Lazada: Payment, Shipment, and Buyer’s Protection

 On either platform, there are several payment methods. When it comes to
collecting payments through over-the-counter bank deposits, coins.ph,
remittance centers, and payment centers, Lazada falls short.
 When it comes to the shipment of the products, Lazada wins in terms of speedy
delivery, with delivery periods as quick as within 24 hours. On the other hand,
customers of Shopee are dissatisfied because they need to wait for about 7 to 15
days (about 2 weeks) for their orders to arrive. Shopee's unique logistics partners
are the ones who are responsible for the long delays.
 Lazada's quick delivery comes at the expense of a costly shipping fee
(sometimes it cost up to 4X than Shopee for the same product). Customers, on
 the other hand, will not be disappointed if the item can be delivered to them as
early as one day.

Shopee vs Lazada: Buyer’s protection

 Shopee's Guarantee program offers additional protection. Hence, customers are

less likely to receive fake items and are more inclined to trust the store.
 On the other hand, Lazada offers payment protection to ensure that customers'
purchases are safe. As a result, buyers will prefer to buy expensive things on
Shopee rather than Lazada.

Shopee vs Lazada: Order Tracking

 Order tracking on Lazada is significantly simpler and easier. Without having to go

to a third-party website, the customer can get a detailed status of their order in
real time. While customers who want to discover the status of their orders on
Shopee must go to a third-party provider's website. Visiting many websites to
acquire information in the case of multiple orders by different courier services will
appear to be a tedious task. As a result, Lazada sellers have an advantage over
Shopee sellers in terms of order tracking.
 With regular SMS and email notifications regarding projected delivery dates,
Lazada uses order monitoring to improve customer experience. Customers are
contacted by Lazada delivery agents to receive updates on when their order is
expected to arrive. It is a significant matter when it comes to taking care of orders
that is in transit, this is where Shopee comes up short when it comes to this kind
of category.

C. Customer Analysis

Shopee's customer base includes a diverse variety of people with high, middle,
and low incomes. However, the main target clients are the middle class/income
customers, primarily young people who are looking for affordable items.
 Nowadays, many people, particularly the young ones, are enticed to browse or
glance through online shops. Taking into consideration our current situation, because of
the pandemic many business enterprises are being halted and or shut down, and this
prompted people to look for an alternative way to shop and that's where e-commerce or
online shopping started to flourish. Online shopping platforms like Shopee offer lower
prices and discounts on their products, and it also has a wide range of product choices
such as categories from home & living, electronics, beauty & fashion, and many more.
That is why many people prefer online shopping, as it is said to be more convenient
rather than going to the actual or physical stores, because through online shopping,
consumers can easily browse and select any product that they would like to buy that is
all accessible on a single platform.

Shopee also engages in a variety of methods to preserve a positive relationship

with their customers. One of the most popular methods of Shopee that their consumers
are excited to look forward to that makes their online shopping experience more
enjoyable is what they call their “Super Brand Day Sale” or their biggest sale event that
occurs every month – such as the 10.10, 11.11, 12.12 sale season. During their biggest
sale event, Shopee offers appealing promotional discounts throughout their sites such
as giving exclusive deals, free shipping, cash back incentives and promotions to specific
brands, allowing and encouraging their consumers to increase huge orders and sales
on this single day. This is one of the reasons why Shopee has consistently met and
even exceeded their customers' expectations, resulting in a value proposition in the
eyes of their customers. That is why it is also evident that through this method Shopee's
marketing strategy has surged in all SEA e-commerce markets.

Through their implemented method/s, consumers of the online platform Shopee

are enticed to purchase products through their shop. It is also an opportunity for them to
have an interaction with their consumers so that they will know and understand what
their consumer behavior and habits are and needs for them to provide services that
meet the consumers' wants.

D. SWOT Analysis
 The SWOT Analysis is a strategic planning approach that assists the business to
identify its internal and external elements – such as the strengths, weaknesses,
opportunities, and threats of the business for the purpose of distinguishing what are the
favorable and unfavorable elements to accomplish the desired goals of the business.

STRENGTHS

1. Shopee guarantee their buyer’s protection

One of the top priorities of Shopee is their buyer's safety and protection. Shopee
offers a feature called the “Shopee Guarantee” where it protects their buyers against
potential fraud, this feature momentarily holds the payment to check if the deal is being
successfully completed before releasing the payment to the seller. This feature also
allows the buyers to monitor the status of their order. The “Shopee Guarantee” feature
also emphasizes numerous elements such as Safe Payment, Valid Shipment, Shopee
Guarantee Extend, and Refund Request.

2. Wide array of choices

Shopee provides its consumers with a wide range of products and goods ranging
from electronics, gadgets, accessories, sports and automotive to health and beauty
products and home appliances from local and worldwide companies.

3. Shipping Options

When it comes to shipping, Shopee offers a lot of options like J&T Express, Ninja
Van, and GoGo Xpress. Buyers can also choose Standard Delivery via Shopee Xpress
which is the main integrated logistics partner of Shopee. In this way, buyers have the
upper hand to choose or select the best shipping option to deliver their order.

4. Customer Service

Shopee has a message option with responsive customer service that allows
customers to easily contact the seller when they experience an inconvenience or if they
have any complaint or concern about the products that they received. Customers can
also contact the seller directly if they need extra updates or information about the
products that they purchased.
WEAKNESSES

1. Misleading Information

Like in many other e-commerce platforms, fake and low-quality products become
an unavoidable problem. There have been many cases documented in which the seller
will upload an appealing photo of an item at low prices, however, when that certain
product reached its buyer or customer, it did not exactly look like the photo that the
seller has posted on the website. Issues like – having poor quality, the item that the
buyer received has a damaged, and misleading information shown in the description
site are some of the very common comments received by sellers from buyers that make
online shopping a disadvantage.

2. Impossibility of physical examination

A product's quality cannot be determined until the consumer examines it with

his/her hands. Many of the things sold online cannot be examined or held. The inability
to touch the products results to consumers must depend only on the photographs,
descriptions, or sometimes on the reviews posted by other consumers about the
products before proceeding with the transaction.

3. Defective product

When compared to what was shown on the website, things often do not match
what the customers ordered. There are some instances that consumers received
damaged or defective products and sometimes the quality of the product is not even
close to what is posted on the website. As a result, the items' quality has been
compromised.

OPPORTUNITIES

1. Global Accessibility

One of the most significant advantages of Shopee is its global reach. Shopee
has a web and an application platform that enables its customers from any part of the
world given that it operates in various Southeast Asian countries. Shopping used to
include traveling to a specific physical store during their working hours – in which for
some people it is an additional work for them especially if they are busy; but with
Shopee, buyers may now shop and learn about the product in the comfort of their
homes at any time of day and even at night.

2. Technological advancements

E-commerce platforms like Shopee are not just for shopping anymore, they have
introduced a new feature to let customers have fun on the platform, specifically through
games and prizes. Shopee games like Shopee Farm, Shopee Claw and Shopee Throw
have interesting mechanics with exciting prizes. Aside from games, the launching of e-
wallets like GCash and Paymaya is also a big help in the payment process on the said
platform especially in terms of convenience and security. Improvements in the
telecommunication infrastructures also played a big role in e-commerce since users can
have the means to access these platforms anytime and anywhere.

3. Increasing demand

The number of people using the internet daily has grown to 69 million out of the
total population of the country. About 91% of these users have already experienced
searching the web to buy a product while 75% have already experienced purchasing
online. Online shopping became a social activity due to the pandemic wherein most
cities implement community lockdowns and most physical stores also have limited
operations hence people are switching to the more convenient way of shopping.

4. Online Ambassadors/Influencers

One of Shopee’s tactics is to invite online ambassadors or influencers who have

huge social media followings. As social media becomes integrated into our daily lives,
influencers also have an integral role in the platform and product marketing of Shopee,
as they use their social media platforms to further reach and promote the brand to their
followers. With this, Shopee noticed this as an opportunity and launched a system
called the “Shopee Ambassador” system which allows anyone to join and add a product
link to their description, every time someone clicks on the link, the influencer will be
compensated. Filipino Shopee ambassadors include celebrities Sarah Geronimo, Kim
Chiu, Alex Gonzaga and more while Global ambassadors include international
superstar Jackie Chan, professional football player Cristiano Ronaldo and K-Pop girl
group BLACKPINK.

THREATS

1. Hacking

One of the most challenging problems that many e-commerce has faced is
hacking and identity threats. This kind of problem posed a threat to the business’
security and integrity, as well as to their consumer's trust. Issues like having fatal data
breaches can result in many consumers becoming hesitant about disclosing their
personal information - as they are afraid that their data and privacy might be exposed
and that their information will be used by hackers in a malevolent way to deceive people
so that they can get the fulfillment or satisfaction that they want for their own good.

2. Market competition

As the industry becomes more competitive, an ever-increasing number of online

retailers emerge, posing a danger to the brand. Also, the cost and quality of goods are
determined by market competition.

3. Internet Fraud

Nowadays, internet fraud is one of the most unavoidable issues. Unlike other
online shops like Zalora – which only sells approved and authentic products, Shopee on
the other hand, do not always monitor the retailers that sells branded products/items on
the website, in this case, it will make easier for the scammers to sell their products.

III. Marketing Objectives

An increase in market share is one of every business’ goals as it shows the

development of the company. With mixed marketing strategy Shopee has created,
people can see why Shopee were ranked first in the list of companies in the field of e-
commerce (from July to September 2018).
 Since the pandemic rocketed in our country and because of limited mobility and
implemented lockdowns, many businesses halted their operations – one of the reasons
why many people strenuously rely on online shopping in order for them to sustain their
basic needs. It is evident that Shopee is one of the most popular e-commerce leaders in
the Philippines and for Shopee to maintain its leading position, it is imperative that the
business shall continue improving and developing different approaches and strategies
that will help them to further market their product and services, to bring delight and
satisfaction to their customers. Shopee, especially during this time, connects with
people, knows their specific needs, and develops well-executed localized strategies in
order to benefit and allure the shoppers, brands, and sellers.

Many people are enthralled to use Shopee in terms of online shopping because it
offers the best online deals and discounts on products to their customers, and apart
from that, for the business to be more engaging to their customers, they also employ a
highly personalized approach to the entertainment in each of their target markets,
including the Philippines - it is to customize the business advertisements and content in
order to fit their local customer preferences. In line with that, Shopee has maintained its
partnerships with GMA, GMA News TV, and Wowowin Primetime to provide shoppers
with more fun and exciting involvement when shopping online. Shopee has also
engaged the services of brand ambassadors and celebrities including Jose Mari Chan,
Willie Revillame, Catriona Gray, and Gabbi Garcia to mention a few. Shopee also
made partnership with local influencers/vloggers, with the use of their respective social
media platforms the influencers/vloggers will further promote and elevate the use of
Shopee platform in terms of online shopping and the products/services that it offers to
their followers in order to attract huge audiences, especially during the Big Brand Day
sales event.

Shopee also aims to move forward against its competitors, to do that the
business develops a strong ecosystem of solutions to assist brands in building authentic
connections with their customers through enhanced brand storytelling by using easy-to-
use brand marketing tools like the store decoration tool to further boost their online
presence and scale their seller's e-commerce business. In addition to that, Google Ads
and Shopee also work together to introduce a first-of-its-kind marketing solution for
businesses wanting to promote and upsurge their online sales – this is one of the
competitive advantages that Shopee has over their other competitors. Shopee
increased its support for brands by launching the Shopee Media Agencies Partner
Program (SMAP), which provides media agencies with in-depth knowledge and skills on
how to use Shopee's suite of brand marketing tools. Shopee also strengthens their
celebrity endorsements on banners, posters, and billboards that can be seen and or
found on buses, taxis, and trains - this is as part of the business strategy to increase
awareness or familiarity with the online shopping platform.

Given these marketing strategies that Shopee implemented in order to maintain

its leadership in the e-commerce industry, the business should also take into perception
to frequently monitor the quality of the products that their customers receive. Shopee
also encounter cases containing a lot of negative feedback from some customers on
social networks, the feedback is referring to faulty goods, broken, or is a fake.
Therefore, in 2019, Shopee implemented an approach that will ensure that the
inspection and authentication of information of the products is almost complete, at least
90% of products, to guarantee the benefit of their customers. Furthermore, any seller
who violates the law by selling fraudulent, low-quality products, or selling incorrect and
different products than those advertised, will be penalized, and compensated for their
losses.

IV. Marketing Strategy

A. Target Market

For the market segmentation, Shopee used geographic and demographic

segmentation. The Philippines is one of the chosen target markets of Shopee when it
comes to their geographic segmentation platform, because of its large market
surrounded by many opportunities. The Philippines is also the second-most densely
populated country in Southeast Asia and has a rapidly expanding e-commerce market.
Philippines is also the third country in Southeast Asia with the most individuals engaging
in online shopping following Indonesia and Vietnam. Given these factors, Shopee can
easily tap into and integrate the business’ marketing techniques to easily reach out to
their Filipino target markets.

On the other hand, Shopee focuses on the middle class/income customers - both
the male and female shoppers when it comes to their demographic segmentation.
Shopee has a wide range of selection for both the male and female shoppers – as it
aims to improve their online purchasing experiences and serve as a one-stop online
shop to cater for their necessary needs and requirements – given that, sellers charge a
fair price on the products/services that they offer so that people can afford to purchase
them. In addition to that, with the help of the demographic's segmentation, Shopee can
be able to point out who their target markets are; and these are the Millennials and
Generation Z people whose ages are ranging between 18-40 years old. Rationally, they
have a basic understanding of how to utilize a phone and a computer to do online
shopping; apart from that, these people are also heavy internet users, as they spend an
average of several hours browsing through their mobile phones or through the web in
terms of online shopping for their basic needs and demands, additionally, this age group
also accounts for almost 80% of the contribution of their purchases in the Shopee
platform - as they see it as one of the most convenient ways in terms of utilizing a
digitalized shopping experience.

B. Positioning

To avid shoppers and internet users across the Southeast Asian region, Shopee
is an e-commerce platform that offers online shopping and online experience that
provides a wide selection of products, a social community for exploration and seamless
fulfillment services.

C. Marketing Mix

Product

Shopee's primary offering as an e-commerce platform is to provide a service that

allows shoppers and sellers to quickly connect to make purchases and sales of items.
To attract customers, Shopee focuses on building country-specific applications. This is
also part of their market's highly customized strategy. Shopee has had a lot of success
with this localization method in the markets where it chooses to operate. Shopee
created a website that is optimized for a range of languages so that their customers
may conduct business with ease. Shopee also focuses on providing a simple and
convenient customer experience through website design that is customized to the tastes
of its customers.

Price

One of Shopee's marketing mix strategies that have shown to be particularly

effective is its price competition. In today's increasingly competitive industry, a
competitive pricing strategy is as important as offering clients a smart, easy-to-use
platform suited to their preferences. By encouraging business owners to become
Shopee members by offering discounted pricing when they register, the company offers
the most support for shipping expenses and coupons.

Promotion

Shopee utilizes the use of viral television advertising to promote its brand to a
large audience as part of its marketing mix along with the participation of known
personalities and talents. Furthermore, the business runs several discount programs to
entice customers to buy in bulk. The brand's greatest advantage is its emphasis on
communication efforts that build a strong impression on consumers in several
Southeast Asian countries, as a result, these campaigns leave a positive market impact
on their target consumers.

Place

Shopee is an online e-commerce business that uses a website and an app to

connect shoppers and sellers. Shopee currently operates in Singapore, Indonesia,
Thailand, Malaysia, Vietnam, Taiwan, and Philippines, and is the leading e-commerce
platform in Southeast Asia and Taiwan. They have also expanded and now have 20
offices in the world. In addition, the company also collaborates with shipping partners
who have the best network in each country to ensure that consumers receive the best
possible service.
V. Reference

Shopee website (n.d) Shopee careers Retrieved from https://careers.shopee.ph/why-

shopee
Chia, J. (March 17, 2021). A Look At Shopee’s Key Milestones As It Rose To Become
SEA’s Top E-Commerce Player. Retrieved from https://vulcanpost.com/737433/shopee-
key-milestones-singapore/
B. Global (November 13, 2020). How Shopee’s marketing strategy steps up on SEA
sale events. Retrieved from https://blog.boxme.asia/how-shopees-marketing-strategy-
steps-up-on-sea-sale-events/
B. Global (July 16, 2021). Shopee’s Marketing Mix Strategy Helps Change The “Game.”
Retrieved from https://blog.boxme.asia/shopees-marketing-mix-helps-change-the-game/
Tayao-Juego, A. (April 8, 2020) . Lazada, Shopee, ZALORA top list of most visited
online stores in PH. Retrieved from https://cedcommerce.com/blog/shopee-vs-lazada-
who-is-winning-ecommerce-battle-in-southeast-asia/
Zemansky, M.S. (n.d). Shopee-pass - Grade: B - Essay on Marketing Management –
NEU. Retrieved from https://www.studocu.com/vn/document/dai-hoc-kinh-te-quoc-
dan/essay-on-marketing-management/shopee-pass-grade-b/3669094

Seller Education Hub (May 25, 2020). What is Standard Delivery (via Shopee Xpress)?.
Retrieved from What is Standard Delivery (via Shopee Xpress)? | Shopee PH Seller
Education Hub
Chaffey, D. (2019, October 25). The reasons why consumers shop online instead of in
stores. Smart Insights. Retrieved November 6, 2021, from
https://www.smartinsights.com/ecommerce/ecommerce-strategy/the-reasons-why-
consumers-shop-online-instead-of-in-stores/
de Vera, B. O. (2021, March 25). PH urged to tax digital platforms, online transactions.
INQUIRER.Net. Retrieved November 6, 2021, from
https://business.inquirer.net/320003/ph-urged-to-tax-digital-platforms-online-
transactions

Galexia. (n.d.). Review of e-commerce legislation harmonization in the Association of

Southeast Asian Nations (ASEAN) [UNCTAD/DTL/STICT/2013/1] - THE PHILIPPINES.
Retrieved November 6, 2021, from
https://www.galexia.com/public/research/assets/unctad_asean_ecommerce_review_20
13/unctad_asean_ecommerce_review_2013-THE-5.html#:%7E:text=The
%20Philippines%20does%20not%20have,protection%20legislation%20for%20e
%2Dcommerce.&text=The%20Consumer%20Act%20is%20the,have%20adequate
%20access%20to%20redress.

Griffin, D. (2017, November 21). Electronic Commerce Business Strategies. Small

Business - Chron.Com. Retrieved November 6, 2021, from
https://smallbusiness.chron.com/electronic-commerce-business-strategies-2626.html

Moey, S. K. S. (2019, September 18). Ecommerce in The Philippines in 2019.

DataReportal – Global Digital Insights. Retrieved November 6, 2021, from
https://datareportal.com/reports/digital-2019-ecommerce-in-the-philippines

Related Laws and Policies | DTI ECommerce. (n.d.). DTI Philippines. Retrieved
November 6, 2021, from https://ecommerce.dti.gov.ph/related-laws-policy-issuance/

Verdon, J. (2021, August 26). E-Commerce Inflation Is Not Slowing Down, With Online
Prices Up 3.1% In July, Adobe Reports. Forbes. Retrieved November 6, 2021, from
https://www.forbes.com/sites/joanverdon/2021/08/26/e-commerce-inflation-is-not-
slowing-down-with-online-prices-up-31-in-july-adobe-reports/?sh=6dadff9961e6

https://www.thedrum.com/news/2020/07/17/shopee-creates-e-commerce-ad-solutions-
brands-with-google

https://businessmirror.com.ph/2020/10/29/shopee-creates-new-shopping-experience-
for-consumers-entrepreneurs/

https://blog.boxme.asia/how-shopees-marketing-strategy-steps-up-on-sea-sale-events/

https://www.moneymax.ph/personal-finance/articles/lazada-vs-shopee-review
PRODUCT STRATEGY

E-commerce started flourishing in the Philippines more evidently ever since the
pandemic radically altered everyone's life. Due to the implementation of community
lockdowns and limited operations, many enterprises have temporarily, and in some
cases, have officially shut down their businesses which had a significant impact on
people's livelihood as well as on purchasing activities of consumers. As a result,
consumers looked for an alternative way to shop in which e-commerce took place.
Many Filipinos have been increasingly dependent on online shopping for their
necessities and pleasures, which they can accomplish using ones' gadgets and the
internet where the purchased item will then be delivered right to their home. This
manner of shopping is perceived to be more convenient than going to physical stores
given the situation.

Shopee offers a wide array of product lines in its platform, starting from home
and living, electronics, beauty and fashion, and many more. When it comes to Line
Stretching, Shopee has considered a two-way upward market stretch where
businesses/sellers in the Shopee platform offers an affordable price on the products that
they sell to their target customers, and at the same time there are also
businesses/sellers who offer premium or expensive prices to their high-end customers.
Here are the Product Strategy of Shopee in order for them to be one of the leading e-
commerce platforms in the Philippines

a. Improve the quality of the product listings

E-commerce platforms like Shopee offer a very wide array of products from various
sellers at varying prices. It is crucial to provide an excellent and well-organized product
listing because it promotes product visibility with accurate product information, attracts
interest and increases sales. Furthermore, it prevents order cancellations, returns and
refunds.

One way to improve product listing is to write informative descriptions to give a

brief overview of the product. Select the right category for a product so it will be easier
to find. Provide the exact product specifications such as its material, weight,
dimensions, characteristics and other features as well as the different ways the
consumer can use and enjoy the product. Warranties and warranty periods must also
be stated if applicable. Sellers must also upload relevant and high resolutions image
and/or video of the product in multiple perspectives showcasing its features and other
benefits. Furthermore, provide accurate product fulfillment information. This includes the
product variation, price per variation, stock availability, shipping information such as
logistics options and ETA. Lastly, provide a search keyword or use hashtags that is
relevant to the product and/or its attributes, so that so that it will appear accordingly
when a buyer searches for such specific key word or tag. It will also increase the
likelihood that such a product will appear more than the competitors. Moreover, this also
provides customers with a better understanding of the product, eliminates the need for
inquiries, and aids them in making a purchasing choice.

b. Set prices competitively

Shopee typically has lower pricing than its competition, notably on electronics,
clothing, toys, and luggage. Shopee has gained the title "Online Divisoria" among Pinoy
internet shoppers for selling lower-priced things. Sellers on Shopee can lower their
pricing because they only pay a minimal commission charge.

On Shopee Mall, for example, an iPhone 12 (128GB) costs PHP 44,590. In

comparison, the identical iPhone costs PHP 54,490 on Lazada's LazMall. So, if you buy
from Shopee, you save PHP 9,900, which is obviously a lot.

Other factors contribute to Shopee being a more cost-effective alternative for

online customers, is that some of its sellers, for example, provide discounts to clients
who purchase in bulk. Customers may also bargain for lower pricing with the sellers
through chat. Another thing is that some Shopee sellers also sell second-hand or pre-
loved products, making them more inexpensive for customers on a low budget.

Shopee also features a feature called Lowest Price Guaranteed (LPG). If buyers
locate the identical product at a cheaper price from Shopee's list of approved rivals,
which includes Lazada and Zalora, they will get 1.2x the amount of the price difference
in Shopee coins.
 c. Guarantee Customers through order protection

Shopee also promotes order protection to their customers. The Shopee

Guarantee is a distinguishing feature that sets Shopee apart from its other competitors
like Lazada. It protects buyers and sellers against fraudulent transactions, making
mobile shopping and selling secure and easy. This feature also highlights Safe
Payment, Valid Shipment, Shopee Guarantee Extend, and Request for Refunds. In
essence, this feature assures customers with security while making online purchases by
protecting them against potential fraud and illegal selling as well as receiving faulty
goods. Through this, the payment to the seller is withheld until the buyer confirms that
the order has been received correctly and in decent condition. Once the buyer has
received the order, that is the only time that the payment will be sent to the seller. In
addition, if the buyer is not pleased with the product or did not receive the product, they
may request for a refund and the seller’s commission will be kept until the issue is
settled.

d. Use Discount or Bundle Promotions

One of the goals of Shopee is to satisfy their customers through online deals
such as bundle promos and discounts like Percentage discounts for items with a lower
price range; Amount discount that is applicable for items in the mid to high price range,
to provide the appearance of a larger discount; and a Special bundle price that is
applicable for a group of items that is offered at a fixed price. Free shipping vouchers
are also one of the popular promos of Shopee which can be applied when checking out
an order. Free shipping encourages customers to shop since shipping fees tend to be
quite expensive depending on a consumer’s location. Shopee also offers ShopeePay
Exclusives, Flash Sale, Lowest Price Guaranteed and Shopee Double Double Sale,
these discounts and promos help shoppers to save money and to get better value from
their purchase product.

References:
Online Shopping Site? Https://Www.Moneymax.Ph/Personal-Finance/Articles/Lazada-
vs-Shopee-Review. Retrieved November 20, 2021, from
https://www.moneymax.ph/personal-finance/articles/lazada-vs-shopee-review

Shopee creates new shopping experience for consumers, entrepreneurs. (2020,

October 29). Https://Businessmirror.Com.Ph/2020/10/29/Shopee-Creates-New-
Shopping-Experience-for-Consumers-Entrepreneurs/. Retrieved November 20, 2021,
from https://businessmirror.com.ph/2020/10/29/shopee-creates-new-shopping-
experience-for-consumers-entrepreneurs/

Seller Education Hub. (2019, August 7). Shopee. Retrieved November 24, 2021, from
https://seller.shopee.ph/edu/article/284

PRICING STRATEGY
**Develop pricing strategy/ies for your marketing plan to induce customers to try/buy
more of your chosen company's products/services (ex. seasonal discount schemes like
price discounts, freebies, etc.).

Shopee is all about online deals, discounts, and big promotions. When it comes to
establishing large discounts and promotions, Shopee usually goes all out. Compared to
other e-commerce platforms, in order to attract massive customers, Shopee takes a
step further by developing a pricing strategy in collaboration with the brands and sellers
to guarantee that the customers can get the things that they want at a price that they
can afford.

 Shopee Double Double Sales

The Shopee Double Double Sale or also known as the “Shopee Monthly Sales”
like the 9.9, 10.10, 11.11, 12.12 have dominated online businesses at the beginning and
end of each month, reminding their customers of the approaching sales activities that
will occur on the Shopee platform. Many people anticipated and are looking forward to
these monthly sales because they are overloaded with affordable deals, discounts, and
promos that help people to save more money. During these sale festivals, Shopee
features amazing deals and promotions just like Prizes Day, Vouchers Day, Flash Deal
Sale, Shopee Mall Sale, and many more. Shopee offers diverse sales and promotions
on its platform, the reason why many customers are being captivated is that they can
have an opportunity and take advantage of the large discounts and promotions from a
variety of local and international brands and sellers when they purchase the items in
bulk orders.

 Payday Sale

Shopee also launched their Payday Sale that occurs every 15 th and 30th day of
the month, allowing Filipinos to anticipate the payday shopping with the same
excitement and expectation as to their monthly sale big discounts. The Payday Sale
offers a more rewarding shopping experience and makes the most of every “A-Kinse”
with amazing Php 1.00 deals on a wide range of items and, 20% cashback vouchers
that allow customers to receive cashback in the form of Shopee coins. For example, the
original price of perfume is 100 with shipping fee of 50 pesos. As mentioned above, that
Shopee offers Piso deals you will get the perfume for only 51 pesos. Many consumers
are looking forward to this Piso deal because they can save 50% of their money.

 Flash Deal Sales

The Flash Deal Sales are a limited-time promotional event on the Shopee
platform. Customers may purchase various things from a wide array of categories and
brands – locally or internationally at a lower price or a massive discount price for a
limited time during this daily flash sale, allowing buyers to save a lot of money on their
purchases. For example, every day Shopee will add a fresh stock of the items that are
to be offered in specified timeslots (12:00 MN, 12:00 NN, and 6:00 PM). This strategy
aims to attract customers to buy on the spur of the moment the items that they are
eyeing because, unlike ordinary sales where it can last for how many days, the flash
sale strategy only lasts for a limited time.

 Free Delivery
 Just as with any sale, the customers also benefit in some way; whether it's a
lower sales price, free shipping, free add-ons, and coupons/vouchers have been an
effective way to reduce the price of the things being purchased. Shopee also provides
free shipping, so that the consumers may utilize this free delivery option for a limited
time and can also apply discount coupons for their every purchase. Every month, a
coupon code is being distributed, which the customers may redeemed on the main page
of the website and application.

 ShopeePay

Online shopping is already a convenient concept. People can easily order

something from an online store, pay for it, and receive it. However, considering our
current situation, because of the pandemic contactless payments have become ideal.
And in order to appease the satisfaction of many customers, Shopee's response is to
make ShopeePay more convenient to use. Shopee's new mobile wallet adds to the
Philippines' series of numbers of handy payment choices. It's also a fast and efficient
way to pay for all your Shopee transactions, aside from encouraging little interaction,
especially when it comes to checking out all of the things in your shopping cart from
Shopee's major sales. Another thing is that when customers use ShopeePay they can
get more exciting deals such as more free shipping vouchers, discount vouchers, and
even exclusive discounts on Shopee Load and Bills Payment, making online shopping
more convenient to people.

 Implementing massive discounts

Discounts, as previously said, are quite enticing or tempting to many customers

and may not only attract new customers but also bring back the old ones. Developing a
massive discount on the items and services - especially the in-demand ones and those
purchased in bulk orders, is an effective approach in order to attract the customers'
attention and one way to gain customer loyalty to your business. Through the word-of-
mouth, especially in these days of social media, has the potential to dramatically
increase promotion results. As a result, the business is likely to recognize an increase in
its revenue, as well as more customers will most likely visit the online or in-store of the
business.

References:

Campos, O. (2021, June 5). Shopee launches mid-year sale.

Https://Www.Manilastandard.Net/Business/Corporate/356341/Shopee-Launches-Mid-
Year-Sale.Html. Retrieved November 27, 2021, from
https://www.manilastandard.net/business/corporate/356341/shopee-launches-mid-year-
sale.html

Ysa, L. (2020, August 14). Shopee Sale Tips 101. Https://Shopee.Ph/Blog/Shopee-

Sale-Tips/. Retrieved November 27, 2021, from https://shopee.ph/blog/shopee-sale-tips/
James, F. (2020, May 5). Shopee Monthly Sales – What Are All These Monthly Sales
LIFESTYLE. Https://Www.Renodots.Com/Blog/Shopee-Monthly-Sales-What-Are-All-
These-Monthly-Sales. Retrieved December 3, 2021, from
https://www.renodots.com/blog/shopee-monthly-sales-what-are-all-these-monthly-sales
Marketing Campaign
The Task
You are tasked to create Promotional Strategies for your Marketing Plan using relevant
and appropriate tools. You may recommend retaining the current promotional strategies
and adding other strategies or you may suggest an entirely new set of strategies based
on your own judgment.
***Include sample collaterals that will be used to promote the product.
*Indicate the planned strategy and actions for your chosen promotion mix such
as advertising, social media, PR/publicity, personal selling, and sales promotion.

To help you develop your Marketing Campaign, you may use the table below as your
guide.
Objectives Promotion
Strategies
To increase the Online and The use of online and social
market's awareness Social Media media marketing is one of the
of the brand and the Marketing
products/services
available on the
platform as well as
to attract prospect
customers through
the use of social
networking sites.
To attract new Sales
customers and to Promotion
stimulate sales from
the old ones. To
inform the people
Message Media
Facebook,
Instagram,
prominent tools used in YouTube,
marketing campaigns. Tiktok, etc.
Posting an online
advertisement or marketing
campaign can help to reach a
large number of people,
especially those who are
active internet users. This
kind of strategy is very
effective for e-commerce
platforms like Shopee due to
the growing amount of
internet users, making them
the main target market of
such strategy. Furthermore,
partnering with social media
influencers help boost the
brand’s visibility and attract
larger audience wherein such
influencers encourage their
followers to try the brand.
Shopee also uses the sales Shopee
promotion strategy to inform app/website
the market about the
products and services
about the available in the platform
availability of the where they also give
product/service that discounts, coupons, gift
the business offers.
vouchers, and several other
benefits in order to attract
new customers, maintain
their loyal ones and recapture
those that they lost. These
massive price deductions and
benefits further stimulate the
market's purchasing activity
in order to maximize the
business's sales volume.
To offer excellent Mobile Shopee identified mobile as a Smartphones,
online shopping Marketing growing trend and the way tablets,
experience through forward for e-commerce in the Shopee app,
the use of
smartphones and Southeast Asian region from the text messages
tablets. start. It worked right away on
improving the user experience
and engagement through the use
of smartphones and tablets.
According to Shopee, internet
shopping must adapt to meet the
needs of customers who grew up
talking, cooperating, and
enjoying themselves on mobile
devices. Shopee's mobile-first
strategy enables them to
capitalize on the predicted
sustained increase in mobile
subscriber adoption.

According to Shopee,
smartphones orders now
account for over 95 percent
of all orders placed on the
platform. In response to this
demand, Shopee now offers
a complete online shopping
experience through its
downloadable app where
buyers can browse products,
place orders, pay for them,
and track the status of their
deliveries. Sellers can use
the app to create listings,
upload photos and videos of
their products, monitor shop
performance, collect
 payments, and track
deliveries using integrated
logistics and payment
capabilities at the same time.
To provide Events and Shopee is not just a platform Facebook,
entertainment and Experience for buying and selling but Twitter,
recreational also for entertainment and Instagram,
activities to its
consumers. recreation as well. Shopee YouTube,
Prizes is a feature where TV
users can play games commercials
(Shopee Candy, Shopee and shows
Bubble, Spin & Win, etc.) and
win bigtime prizes. Shopee
also hosts events such as the
9.9 Super Shopping Day TV
Show Special and 12.12
Birthday Sale where, aside
from the upsized benefits and
promos, famous KPop
groups like Twice and TXT
perform for their fans.
Recreational activities and
entertainment events like
these boost customers
enjoyment and satisfaction
given the experience that
such events bring to them.
Furthermore, another fun
perk brought by Shopee is
that you can get a chance to
meet your favorite KPop idols
through video call by
purchasing their album on the
platform.

The Baby shark song was

utilized in Shopee's
marketing promotions.
Shopee has effectively
merged this song, which was
formerly a No. 1 trending
song for kids on YouTube,
into the brand. This type of
song is also a wise choice:
children's music is frequently
short, catchy, joyful, and
obsessive, making it ideal for
 advertisements. Additionally,
the name Shopee is repeated
throughout the song,
increasing brand recognition
and allowing consumers to
readily link Shopee with the
song melody.

In 2018 and 2019, Shopee

also had Blackpink as its
brand ambassadors, which
sparked a heated debate
among Southeast Asian
venture capitalists (and
maybe Shopee's internal)
circles for being overly pricey
and out of step with local
norms.
To promote Public Shopee has a Seller Shopee
employee/seller Relations Education Hub feature where website/app
wellness and career and Publicity interested sellers can take
development.
various courses such as
Selling on Shopee - Seller
Rules and Policies,
Promoting Your Products -
Maximizing Sales, Fulfilment
Basics - Improve Operations,
and several more courses
with specific lessons that
assist beginners and
interested sellers. They also
host programs such as Basic
Shopee Ads Sellers Training
and Shopee Hacks: Shop
Operation and Campaign
Techniques which are
additional initiatives to
support their sellers to be
knowledgeable and
competent in the e-
commerce industry. Some
examples of their past
learning lab courses and
guided learning programs
include Comprehensive
Guide on Returns and
 Refunds Policy, Utilizing
Marketing Features to Uplift
Sales, Driving Your Business
with Data, Data Privacy 101,
etc.
Furthermore, they also
launched the Shopee
Bayanihan which is a
donation drive with 49 partner
beneficiaries including
Project SMILE Ph, Kaya
Natin Movement, Gawad
Kalinga and etc. where they
provide charitable donations.
Under the Shopee Bayanihan
initiative, they have provided
financial assistance called
Seller Support Package for
their online sellers. They
have also donated over 700
transistor radios to DepEd to
be used by students in rural
areas so they can listen to
DepEd's educational
broadcasts. Shopee also
encourages their customers
to participate in the donation
drive by purchasing donation
vouchers.
This strategy helps boost
Shopee’s image in a sense
that they give importance to
their sellers/employee's
career development and
conduct CSR for the
community.

Online and Social Media Marketing

Sales Promotion
Shopee uses promotional guides on how to easily redeem discounts, coupons, and
other benefits which can be found from the participating merchant stores.

Mobile Marketing
Shopee uses mobile marketing allows consumers and sellers to experience online shopping
through its downloadable app. Shopee also send text messages to offer discounts, status of
their order and status of online payment in order to be secure and to engage more customers

Events and Experience

Shopee's events and experiences aims to expand the brand's influence and raise awareness of
upcoming big brands sales. This is performed by featuring a celebrity or local influencers in
every Shopee advertisement.
Public relations and publicity
Modules on how to establish an online presence and increase sales are available at the Shopee
Seller Education Hub. Sellers can participate in masterclasses on a variety of e-commerce
issues as part of the program. Running effective campaigns and developing the business,
suitable standards for handling return and refund requests, maintaining listing assets, improving
sales utilizing accessible marketing tools, and raising awareness of the target market through
activity and business insights are among the subjects covered.
Moreover, Shopee launches Shopee Bayanihan to provide a helping hand to Filipinos who are
in need.
References:

Seller Education Hub. (n.d.-b). Shopee. Retrieved December 14, 2021, from

https://seller.shopee.ph/edu/home
Amadora, L. (2021, April 12). Shopee gives back to the Filipino community. Manila Bulletin.

Retrieved December 15, 2021, from https://mb.com.ph/2021/04/12/shopee-gives-back-to-

the-filipino-community/

Marketing Channels (Enabling)

The Task

Your group's task is to design your own Distribution Strategy for your Marketing Plan.
Considering our current set-up in the ‘New Normal’, what placement or distribution
strategy would you recommend? How do you intend to use the online platform in the
distribution of your product/s/service/s? Who will be your partners in delivery, logistics,
payment, etc.? Take into consideration what particular online platforms your customers
prefer. Include in your submission the explanation of the process.