Analysis of Marketing Strategy in Shopee Company [PDF]

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ANALYSIS OF MARKETING STRATEGY IN SHOPEE COMPANY.

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Shopee is one of the e-commerce via mobile or web applications for facilitate buying and selling transactions via online. Shopee officially introduced in Singapore in 2015, which was later popularized in Malaysia, the Philippines, Taiwan, Thailand, Vietnam and Indonesia. Application Shopee is also available for devices with the Android operating system and iOS. Shopee provides an online marketplace platform that bridges shoppers and sellers to facilitate buying and selling transactions through their mobile devices. When we first open the Shopee application, we will agree that Shopee is a simple and easy application. Shopee display is quite simple, but still interesting and easy to understand. The operation does not take long time for new users to understand how use it.We will find 20 more categories available on Shopee on page early, such as Women's Clothing, Men's Clothing, Muslim Clothing, Women's Shoes,Men's Shoes, Bags, Fashion Accessories, Beauty & Health, Gadgets, Sporting Goods Sports, Watches, Hobbies & Toys, Baby & Kids Gear, Electronics, Computers & Accessories, Home Appliances, K-Pop, Photography, Automotive, and Varios where there are books, snacks and home decorations. To register as a user, there are options via email, phone number, and emaillinking with a Facebook account. We can access this registration page orlogin in the menu bar located in the main menu of the application. After being officially registered,then it will have its own page to manage accounts, from items that purchased, items sold by you, to a sales assistant who can be a tool in searching for merchandise and customer lists. Based on the presence of shopee in our daily lives , so i interested to analysis the 4p marketing strategy that is product , price , place , and promotion.

1. Product Strategy Shopee is a start-up company engaged in buying and selling online. Shopee is an application that is easily understood by all circles, from teenagers to parents. We will find 20 more categories available on Shopee on the home page, such as Women's Clothing, Clothing Men's, Muslim Clothing, Women's Shoes, Men's Shoes, Bags, Fashion Accessories, Beauty & Health, Gadgets, Sporting Goods, Watches, Hobbies & Toys, Baby & Kids Supplies, Electronics, Computers & Accessories, Home Appliances, K-Pop, Photography, Automotive and Sundries where there are books, snacks and home decorations. In Shopee, in shopee, people will buy various products from the categories offered and also the services offered by shopee.

Shopee has advantages over its competitors, namely: a. Ease of inputting product images to be sold. You can upload up to 9 images simultaneously on Shopee. b. In the sales section, there are several features that will make it easier for sellers to wait for payment, the product to be sent, until the status transaction completed. c. There is a special "stuff blocked" feature that can make it easier for users when there is a problem with the product being sold. d. Product variant features that will make it easier and suitable for sales products that have a variety of colors, motifs, and sizes. e. There is a feature to take photos from Instagram and add hashtags maximum up to 18 hashtags. f. This app is available for Playstore and iTunes. g. There are many promotional programs such as free shipping to the promotion on the front page is still free. h. There is no limit on the products that will be sold here. i. Has a very large and promising opportunity. Because it does not too popular, so there are still many online shops that use Shopee. j. Transaction security is guaranteed safe, because Shopee will not give funds to the seller if the goods sent have not arrived.

Shopee’s Product Portfolio :

The brand development strategy taken by the shopee company is to continue to improve the display system in the web and application, and also present various interesting promotions almost every month, and also continue to strive to provide complete facilities to its customers. 2. Price Stategy In the marketing mix strategy, especially in shopee prices, it provides several options, including: a. Shopee pay It is a feature of wallet services and electronic services as alternative in payment at shopee. Withdraw funds from shopee pay This can be done after the user has verified the identity. b. COD (Cash On Delivery) facility COD facilities can be done with a minimum of shopping starting from IDR 50,000 and a maximum of IDR. 3,000,000. c. Easy payment method Shopee provides many offers in payment methods, including: others can be done via bank transfer, Indomaret, credit card or online debit. In the price strategy, Shopee has a very universal price range so that it can be used by all people, the price range in the Shopee application is very diverse and can be filtered according to our abilities and desires. This very universal price range makes Shopee different from other e-commerce and the presence of ShopeePay and ShopeePay Later as a solution that Shopee provides to its customers in facilitating payment for purchases at Shopee. Shopee's pricing strategy is sustainable, because all the conveniences provided by shopee as well as the price range in all shopee product categories is very varied and can be adjusted to the ability of consumers so I think that the price strategy owned by shopee has a high level of sustainability. 3.

Promotion Strategy

The promotional strategy carried out by shopee is increasingly developing, starting from only giving various vouchers to shopee currently carrying out promotions by presenting a routine event that airs on various television channels in order to attract the attention of all consumers and of course shopee really takes advantage of all social media which have many users such as Instagram, Tik Tok, and Facebook as well as YouTube by always creating interesting content in promoting their applications. Don't forget to also shopee applies ads sense in several social media networks and pays various artists and celebrities as brand ambassadors who will routinely carry out promotions to shopee on their accounts. Shoppe's seller admin section regarding the business communication strategy that Shoppe does in increase sales obtained a statement that: 1. Shoppe interacts directly with buyers and customers and builds strong relationships with people who support Shoppe. So there are so many Shoppe seller lists and compact.

2. Shopee has its own team to go out into the field and meet their communities in 16 cities. For cities that have not been met, they conduct video conferences and live streaming so that the information remains runs well. 3. Shoppe also creates a Shopee Campus community, where fellow sellers get to know each other so that they can share information about sales strategies and so on. Besides, they also regularly hold other fun activities that make the community stickier and more cohesive.Currently, the Shopee Campus has reached 515 cities and regencies in Indonesia and 16 offline community that routinely holds activities every two weeks. Meanwhile, the statement obtained through Rezki Yanuar as Shopee's Country Brand Manager regarding Shopee's Strategy in increasing sales shows that Shoppe does: 1. Marketing strategy techniques by following trends and strengthening the brand, using things that is going viral for marketing content. So that it becomes easier for people to remember with the brand. Like in the Shopee ad that uses Jokowi kw with the wording "Bike" where?”, people who are already familiar with Pak Jokowi’s characteristic of sharing bicycles, so that The ad is easy for people to remember. And this ad won in the category most memorable advertisement in Bright Awards Indonesia in 2017. 2. Using the right media. Since its inception, Shopee has focused its business on mobile phone users. This brand is then known as a pioneer of shopping activities through mobile phones.This strategy is implemented based on research from e-marketers which mentions mobile phone users in Indonesia growing rapidly compared to other countries in Southeast Asia. As estimated, from 200 thousand orders every day, 90% of which come from mobile phone applications. What Shopee does in this case is to use accurate information as the basis of business strategy, so that it is target. 3. Exorbitant economical promos are Shopee's weapons that are liked by many consumers, until now Shopee is still provide free shipping promos for its users. delivery fee is given with limitations certain purchases. Even though the nominal doesn't look big to potential customers, it's free of charge send is the main attraction. 4. Guaranteed lowest price. To be able to compete with other marketplaces, Shopee uses campaign "Guarantee the cheapest price, money back 2x". This guarantee is what makes users Shopee didn't think long about continuing to make transactions. 5. Have a clear target market. Shopee's target market is women. This is because e-commerce users in Indonesia are dominated by women, especially young women. Shopee focus to women's needs such as beauty and fashion products. All forms of marketing communication that have been carried out by shopee have a significant influence on the level of sales and the level of the number of people who download shopee to date. The level of effectiveness of the various promotional

tools issued by Shopee makes Shopee a part of the daily life of people in Indonesia and almost 90% of people in Indonesia have shopped at Shopee. 4. Distribution Strategy Distribution strategy is a marketing policy that includes the distribution of goods, channels,sales of goods, sales channels of goods and people who experience the distribution of goods to consumers.The distribution strategy carried out by Shoppe is to increase sales methods by converting to consumers. With this strategy, it is hoped that the buyer and seller will not be limited by time and place. Transactions carried out across regions can be done easily simply by using a mobile phone phone (gadget) In addition, Shoppe also has a clear target market, namely women, so Shopee focuses on women's needs such as beauty and fashion products that are up to date or happening.