Question 1 (30 marks) Shopee Pte. Ltd. (Shopee) is a Singaporean multinational technology company focusing on e- commerc

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Question 1 (30 marks) Shopee Pte. Ltd. (Shopee) is a Singaporean
multinational technology company focusing on e- commerce. It
provides consumers an easy, secure, fast, and enjoyable online
shopping experience enjoyed by tens of millions of consumers daily.
With over 343 million monthly visitors, the company is currently
the largest online marketplace in Southeast Asia. The company also
has great ambitions to conquer the other parts of the world. Shopee
started its European expansion in Poland in early September 2021,
when it launched a localized website and mobile app. In October
2021, the company entered Spain with a Spanish version of its
marketplace. As of October 2021, Shopee was the top shopping app in
Poland and Spain among Android users, according to an app analytics
site. In Spain, Shopee outperforms global platforms like Shein,
Amazon, and AliExpress. In Poland, it beats local e- commerce
platforms such as Allegro. As a data-driven company, Shopee’s
strategies are formulated with data-led insights and cater directly
to local consumers’ needs and shopping behaviour patterns. It
adopts a localised marketing approach as each market differs
significantly in terms of culture, user behaviour and shopping
preferences. For example, during the National Day Sale in
Singapore, Shopee launched a host of localised games to win prizes
such as Discount Vouchers or Coin Cashback Vouchers. In Thailand,
where consumers favour celebrity endorsements, Shopee invited nine
top stars to join the recent marketing campaign. Shopee’s websites
targeting European countries look identical to the Shopee platform
available in Southeast Asian countries. Localized online
marketplaces also offer similar categories of goods such as
fashionwear, mobile phones and gadgets, home appliances, games, and
consoles. Shopee partners with Stripe for online payment processing
in Europe. Europe sounds like a promising market for any internet
company because of its stable political and economic environment,
combined with high internet and smartphone penetration. The
region’s e- commerce sector is expected to grow fast. Besides
Europe, Shopee is also growing aggressively in Latin America.
Shopee has gained a strong presence in Brazil since launching local
operations in 2019. Currently, it is expanding to other countries
in this region, including Mexico, Chile, and Colombia. Shopee is
also reportedly planning to expand to India, where it is currently
ramping up hiring in the country.
1a. Discuss TWO benefits of globalization for Shopee.
(10 marks)
1b. How would you characterize Shopee’s international marketing
strategies? (20 marks)