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108267 Master Digital E-commerce in Emerging Markets The case of Zalora Indonesia Master thesis Cand.Merc.EBA. International Business (IBS) Copenhagen Business School, 2016 Hand in date: 17.05.2016 Supervisor: Troels Jakobsen Author: Anniken Døvle Number of pages: 77 Average number of characters per page: 2009 Executive summary E-commerce is a booming business, and not only in developed nations. Many emerging economies are experiencing shifts in consumer purchasing patterns from traditional shopping to online shopping. The evolving consumer also uses the Internet to stay connected and access information, increasing the need for companies to communicate with their customers online. This also applies for the leading online fashion retailer in Indonesia, Zalora. The purpose of this thesis is to propose an e-marketing plan for Zalora Indonesia, which can help them further their growth in the market. The e-marketing plan follows the SOSTAC structure, entailing a generation of a situation analysis, objectives, strategies, tactics and control, excluding actions based on the outsider perspective on the company. This e-marketing plan will attempt to figure out what factors stimulate or constrain the growth of Zalora Indonesia, and what e-marketing measures can be carried out to achieve growth in the Indonesian online fashion retail industry. The analysis showed that the Indonesian e-commerce market is still at a relatively nascent stage, where online retail only accounts for 0.6 percent of total retail. The e-commerce forecasts are, however, very promising, with an expected growth in online retail sales of around 60 percent. With Zalora being the largest online fashion retailer in Indonesia, their prospects are highly positive, as long as they optimize their e-marketing strategies. The findings from the situation analysis showed a need for increased sales, an improved bounce rate, increased credibility, and increased visibility. The strategy and tactics developed for Zalora Indonesia thus support these needs through suggesting improvements within e-marketing fields that Zalora Indonesia have had insufficient focus on. The suggested marketing tactics mainly concentrate on engaging and interacting with customers, as to increase the amount of visits that end in purchase and the acquisition of new customers. If this e-marketing plan is adopted, it is assumed to contribute to the further growth of Zalora in the Indonesian online fashion retail market. 1 Table of Contents EXECUTIVE SUMMARY .................................................................................................................................. 1 1. INTRODUCTION .......................................................................................................................................... 4 1.1 PROBLEM FORMULATION AND RESEARCH QUESTION ................................................................................. 6 1.2 DEMARCATION ............................................................................................................................................. 7 1.3 STRUCTURE ................................................................................................................................................... 7 2. LITERATURE REVIEW .............................................................................................................................. 8 2.1 DEFINING E-COMMERCE ............................................................................................................................... 9 2.2 DEFINING EMERGING MARKETS ................................................................................................................. 10 2.2.1 CRITERIA OF AN EMERGING MARKET ..................................................................................................................... 10 2.2.2. DEFINITIONS OF AN EMERGING MARKET .............................................................................................................. 11 2.2.3. COUNTRY CLASSIFICATION ...................................................................................................................................... 13 2.2.4. SUMMARY OF DEFINITIONS OF EMERGING MARKETS ......................................................................................... 15 3. RESEARCH DESIGN AND METHODOLOGY ....................................................................................... 15 3.1 RESEARCH PHILOSOPHY ............................................................................................................................. 15 3.2 RESEARCH APPROACH ................................................................................................................................ 16 3.3 RESEARCH DESIGN ...................................................................................................................................... 16 3.3.1 RESEARCH STRATEGY ................................................................................................................................................ 16 3.3.2 DATA COLLECTION AND ANALYSIS .......................................................................................................................... 17 3.3.3 RESEARCH QUALITY ................................................................................................................................ 18 4. CASE STUDY: ZALORA INDONESIA ..................................................................................................... 20 4.1 COMPANY PROFILE ..................................................................................................................................... 20 4.2 HISTORY ..................................................................................................................................................... 21 4.3 BUSINESS PERFORMANCE ........................................................................................................................... 22 5. E-MARKETING PLAN ............................................................................................................................... 24 5.1 SITUATION ANALYSIS ................................................................................................................................. 24 5.1.1 EXTERNAL ANALYSIS ................................................................................................................................................. 24 5.1.1.1 PESTLE ................................................................................................................................................................... 25 5.1.1.2 Porter’s five forces ............................................................................................................................................ 33 5.1.2 INTERNAL ANALYSIS .................................................................................................................................................. 44 5.1.2.1 OLI analysis .......................................................................................................................................................... 44 5.1.2.2 VRIO analysis ...................................................................................................................................................... 48 5.1.3 SUB CONCLUSION - SWOT ....................................................................................................................................... 53 5.2 OBJECTIVES ................................................................................................................................................. 55 5.3 STRATEGY ................................................................................................................................................... 57 5.3.1 SEGMENTS AND TARGET MARKET ........................................................................................................................... 58 5.3.2 OBJECTIVES ................................................................................................................................................................. 58 5.3.3 POSITIONING ............................................................................................................................................................... 58 5.3.4 TOWS MATRIX ........................................................................................................................................................... 59 5.3.5 SEQUENCE ................................................................................................................................................................... 64 5.3.6 ACQUISITION OR RETENTION ................................................................................................................................... 65 5.3.7 TACTICAL TOOLS ........................................................................................................................................................ 66 5.3.8 INTEGRATION .............................................................................................................................................................. 66 2 5.3.9 SOCIAL MEDIA ............................................................................................................................................................. 66 5.3.10 SUMMARY OF STRATEGY .......................................................................................................................................
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