Shopee

FUNDAMENTAL OF
MANAGEMENT
MGT 162
INDIVIDUAL ASSIGNMENT

PREEPARED BY :

NAME : NIK NUR ALEYLIYANA NABILAH BT ZULKARNAIN

STUDENT ID : 2021821978
CLASS : THM1111AB

PREPARED FOR :

MADAM NIK FAZLIN HIRYATI BINTI NIK JAAFAR

123go Shopee
19 19 19 19 19 19 19
Mon Tue Wed Thu Fri Sat Sun E - commerce
platform

WWW.SHOPEE.COM
TABLE OF
CONTENT

01 02
INTRODUCTION PLANNING

VISION , MISSION
STATEMENT
TYPES OF PLANS-
PRACTICED BY THE
CHOSEN COMPANY

03 04
ORGANIZING LEADING

·ORGANIZATIONAL LEADERSHIP APPROACH

STRUCTURE AVAILABLE IN THE
·TYPES OF COMPANY
DEPARTMENTALIZATION

05
CONTROLLING

CONTROLLING METHOD
USED BY THE COMPANY
INTRODUCTION

Shopee Pte Ltd is a Singaporean multinational technology

company which focuses mainly on e-commerce.

Headquartered under Sea Group (previously known as

Garena). As of 2021, it currently serves consumers and

sellers throughout Southeast and East Asia, as well as

several countries in Europe and Latin America, who wish to

purchase and sell their goods online. Shopee was called

one of the "5 disruptive ecommerce startups we saw in

2015" by Tech In Asia for its technical advancement and

mass scale, thanks to the mobile and social elements

integrated into the model.

FIRST LAUNCHED

Shopee was first launched in

Singapore in 2015

FOUNDER

Forrest Li

TRADE NAME

Shopee

NUMBER OF
EMPLOYEE
20,000+
PLANNING
OF
SHOPEE

VISION
Provide simple & secured e-commerce services to all
customers in shopee

MISSION
Shopee aims to continually enhance its platform
and become the region’s e-commerce destination
of choice via ongoing product optimisation and
localised user-centered strategies

Strategic
planning

1.Mobile first. Always.

Shopee saw mobile as an emerging trend and the way
forward for e-commerce in the region. It immediately
focused on optimizing user experience and engagement
through mobile. The company says online shopping must
evolve to fit the needs of younger users in particular who
grew up communicating, collaborating, and entertaining
themselves on mobile devices. Shopee’s mobile-first
approach allows it to take advantage of the expected
continued growth in mobile subscriber penetration.
PLANNING

Taking a hyper-local
approach

By understanding each market and its user behaviors

means Shopee is able to respond to their needs. As
well as having local offices and teams in each of the
markets it operates, each market is highly localized in
its product categories and marketing campaigns. For
example, in Indonesia Shopee launched Shopee
Barokah to meet the needs of Muslim users for a

variety of Shariah-compliant products and services,

particularly during the fasting month.

Shopee also runs localized initiatives around festivals

such as Chinese New Year or Tet, and at the
operational level it offers seven different versions of
the app and has a variety of payment options to
match specific country-level needs.

to provide a
personalized and social
experience for its users.
In terms of personalization, Shopee leverages data and AI
to identify patterns and insights from users’ browsing and
purchase data and uses new technologies like AI and AR-
powered tools to help brands give their audiences distinct
shopping experiences. Instead of focusing solely on
driving transactions and competing on price, brands and
sellers can win by engaging customers and creating brand
affinity through these experiences.

Shopee has from the beginning integrated shopping and

social. The platform creates immersive experiences by
building a strong community that enables users to
connect and interact with one another.
ORGANIZING

Organizational structure

Functional Structure
 TYPES OF
DEPARTMENTALIZATION

MARKETING DEPARTMENT
The Marketing team at Shopee is responsible for
conceptualizing and implementing go-to-
market activities to achieve increased usage and
visibility.

In-charge of end-to-end process from ideation,

coordination with different teams, to ensuring
smooth implementation of ads

Lead the coordination of campaigns to ensure on

time delivery of execution in different online
channels such as Facebook, Google, Tiktok, etc.

Lead online marketing campaigns that touch on

the different stages in the user journey with scale
in mind while maintaining cost efficiencies
 OPERATION DEPARTMENT

The Operation teams at Shopee covers the operational

end-to-end process, from when the buyer searches for
a product listed on the Shopee platform, to the moment
the buyer receives the products.

•Manage projects for Shopee Xpress (Operational and

Strategic) through coordination with internal and
external stakeholders

Plan for strategic initiatives to improve

cost and efficiency

Design and document operations

process flow to support operations

Provide qualitative and quantitative

analysis for measuring projects’ impact
 PRODUCT
MANAGEMENT
DEPARTMENT

The Product Management The team is responsible

for implementing strategy, road maps and features,
while adhering to business goals

Plan and execute product features

and own the overall product
roadmap from regional business.
Work closely with PMs and local
teams to launch new product
solutions or features for merchants
in each of the markets

Identify the suitable solutions

and product requirement for
each market as per local
regulations and local norms of
the market while at the same
time balance the regional
roadmap to have consistency
across the product

Identify the suitable solutions

and product requirement for
each market as per local
regulations and local norms of
the market while at the same
time balance the regional
roadmap to have consistency
across the product
 LEADING

Leading is the ability to influence and direct people

to achieve a common goal. Shopee’s Regional
Operations and People Team successfully leads the
company and motivates the workers. Shopee’s
Regional Operations and People Team use
competency-based, systematic and holistic
leadership.

Coaching and
leadership
programs has been
held for new and
aspiring workers to
align on practices of
developing high-
performing teams.
Senior
management
support, role-
modelling from
senior leaders,
sharing of
success stories,
and proper
training by
Shopee's learning
and development
team, helped to
motivate their
workers.

The team at Shopee need

to face some challenges
which is the limited
numbers of coaches and
mentors they had for the
coaching and leadership
program
 CONTROLLING
Businesses provide a service or a product and
deal with a lot of money! How do they do that?
With the help of mathematics!

MARKET
CONTROL

Low purchase rate

because peoples
did not attract to
buy in Shopee
because they
thought that the
app was lame and
hard to use

Do ads in various way

such as in TV or online
platform
Use celebrity such
Blackpink or BTS as
ambassadors
Do many events that
gives peoples
promotion such as 12.12
SALES

People will be attracted to

use and buy using the
Shopee app
The rate of product sales
and earning will increase
Shopee need to utilize
stronger online platform
marketing

Evaluating the projection of profit,

expenses, and other financial-
related transactions allows the
management to determine how
each factor affects the business.
 ONLINE
MARKETING
CONTROL

01
DO A SURVEY

ABOUT THE

EXPERIENCE BUYING

ON SHOPEE AND

USING THE SHOPEE

APP

02 REVIEW COMMENT

THAT WERE LEFT BY

IMPROVE THE
CUSTOMERS ABOUT
SHOPEE APP SO
THE APP
THAT THE APP NOT
SHOPEE MAINTAIN
LAGGING
THE UPDATE OF
MAKE THE SHOPEE
SHOPEE APP
APP AS A FRIENDLY-

USE APP

TRY TO SOLVE

PROBLEMS THAT

WERE COMPLAINT BY

CUSTOMERS

03
MANY PEOPLE WILL

USE THE APP FOR

ONLINE SHOPPING

THE COMPLAINT

ABOUT SHOPEE WILL

BE REDUCED

SHOPEE CAN DO

MANY EVENTS ON

THE SHOPEE APP TO

IMPROVE SALES

SHOPEE CAN DO ADS

ON ONLINE

PLATFORM TO

ATTRACT PEOPLE BUY

AND USE SHOPEE

..THANK YOU..