NORTHEASTERN COLLEGE, INC

BME 2-A: Strategic Management

Application Workbook

GROUP NUMBER 6__

Names

(1) Antonio, Jean R.

(2) Balmores, Aileen D.
(3) Cabuyadao, Earl Kristhian G.
(4) Ceredon, Bernise Gail F.
(5) Dela Peña, Nestly S.
(6) Galicia, Marth Arsen B.
(7) Laddaran, Joana Shane B.
(8) Pagaduan, Richell Ashley M.
(9) Sison, Glyden P.
(10) Tomas, Zayara Kezra D.

_____E-Commerce_____
INDUSTRY

______Shopee_______
BME 2-A: STRATEGIC MANAGEMENT

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BRIEF HISTORY:

In 2015, Shopee was first launched in Singapore as an e-

commerce platform for smartphones, which is the subsidiary
company of Sea Ltd. The company works as an online marketplace
for shopping to satisfy the needs and demands of customers.
Customers can easily download the Shopee app in Google Play or
App Store. In the beginning, Shopee was a C2C (consumer-to-
consumer) business; but now, Shopee has moved to a hybrid
business model (Both C2C and B2C model). Shopee has a variety of
sub-platforms, such as ShopeeMall and Shopee 4H. ShopeeMall is a
virtual mall where customers have chances to shop with 100-
percent of authentic products from official brands (Unilever,
Samsung, Maybelline), 7 days of return, and free shipping. Shopee
4H provides shipping service within 4hours. And there are other
utilities such as Shopee Now, Shopee Food, ...
Although established in 2015, compared with other
competitors, namely Lazada (2012), Tokopedia (2009), etc., Shopee
experienced an enormous growth rate over the last 6 years, from an
unknown firm to a leading online shopping site in Southeast Asia
and Taiwan. Shopee gradually reduced the gap with the well-known
rivals, especially Lazada from year to year and now it is already
leaving them in the dust. After expanding and leading the market in
Southeast Asia as well as Taiwan, Sea Ltd which is known as
Shopee’s parent company has already started an expansion in the
Latin America market, including Mexico, Colombia, and Chile in
2021.
VISION MISSION CORE VALUES
We believe online We believe in the We stay humble
shopping should be transformative We commit
accessible, easy, power of technology We adapt
and enjoyable. and want to change We run
the world for the We serve
better by providing a
platform to connect
buyers and sellers
within one
community.

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1. Determine Objectives and Goals

● To do: Fill in 2024 Objectives and Goals, selecting those that are relevant to the
selected company. You could rephrase the terms, using your versions. Identify 2 or 3
only.
● For % growth, use % CAGR. For change, you could use % or the actual value of the
change, in units (e.g., in Php or in percentage points).
● After you have finished all four Perspectives, identify your top 3 overall objectives in
the Summary that follows.

FINANCIAL PERSPECTIVE

Objective End of 2024 % growth or

20XX Goal amount of
Results change
To increase sales To increase sale by
15%
To increase net income To increase net
income by 15%
To increase revenue To increase net
revenue by 15%

Examples, for Business Organizations:

● Sales, in Php

● Sales, in volume of products

● Cost of Sales, in Php

● Labor cost, in Php; and/or Material cost, in Php

● Gross Profit, in Php

● Delivery Cost, in Php

● Operating Expenses, in Php

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● Net Income, in Php

● Value of Services, in Php

● Capital Expenditures, in Php

● Asset Utilization, in % (usually calculated as Sales/Assets)

● Accounts Receivable, in Php

Examples, for Banks:

● Assets, in Php

● Loans, in Php

● Deposits, in Php

● Net Income, in Php

Examples, for Non-Business Organizations:

● Funds Generated, in Php

● Donations, in Php

● Operating Expenses, in Php

● Surplus, in Php

● Performance vs. budget

Examples, for Shared Services

● $ Value of delivered services

● Overall cost efficiency (total cost vs. budget)

● Total operating cost

● Savings in operating costs

● Costs per head/FTE

● FTE productivity, e.g. $/FTE

● Cost per transaction

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CUSTOMER PERSPECTIVE

Objective End of 2024 % growth

20XX Goal or amount
Results of change
To enhance customer satisfaction To enhance
customer
satisfaction by
25%
To increase number of customers To increase
number of
customers by
25%
To have a high average customer rating To have a
high average
customer
rating 25%

Examples, for Business Organizations (including Banks):

● Number of customers

● Number of services offered

● Number of products

● New products, in Php

● New business, in Php (often referring to new non-core business)

● Number of regions covered

● Market share, in %

● Customer share, in %

● Customer satisfaction, in %

● Penetration, in %

● Accessibility, in %

● Availability, in %

● Forecast Accuracy, in %

● Brand Metrics (e.g., % awareness, % recall)

● Net Promoter Score (no. of points + or no. of points –)

Examples, for Non-Business Organizations:

● Mission completion metrics (overall impact, based on your organization’s mission)

● Number of service recipients (beneficiaries, individuals served, etc.)

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● Number of services offered

● New services, in Php

● Number of regions covered

● Customer Satisfaction, in %

● Penetration, in %

● Accessibility, in %

● Availability, in %

● Image or Reputation (e.g., % awareness, % recall)

Examples, for Shared Services

● SLAs met, in number or %

● Customer Satisfaction, in %

● Customer complaints, in number

● Complaints resolution, in % within a specified time frame

● On-Time Delivery, in %

● Completeness, in %

● Accuracy, in %

● Stakeholder Management, in % satisfied or SLAs met

PROCESS PERSPECTIVE
Objective End of 2024 % growth
20XX Goal or amount
Results of change
To increase products safety To increase
products
safety by
50%
To improve overall service efficiency To improve
overall
service
efficiency by
50%

Examples, for Business Organizations (including Banks):

● Overall efficiency, in %

● Quality (use relevant quality metrics, e.g., % rejects, % rework, % yield, %

conformance)

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● Timeliness (e.g., on-time delivery in %)

● Productivity (usually calculated as Sales/Headcount)

● Project completion rate, in % (or project rollout rate in %)

● Process completion rate, in %

● Supplier metrics (e.g., no. of accredited suppliers)

● Logistics metrics (e.g., On-Time In Full, in %)

● Uptime, in % (or Downtime, in %)

● Data availability, in %

● Data accuracy, in %

● Innovation metrics (e.g., no. of new products or new processes implemented)

Examples, for Non-Business Organizations:

● Overall efficiency

● Quality (use relevant quality metrics, e.g., % rejects, % rework, % yield)

● Timeliness (e.g., on-time delivery in %)

● Productivity (in output/man-hour)

● Project completion rate, in % (or project rollout rate in %)

● Process completion rate, in %

● Data availability, in %

● Data accuracy, in %

● Governance metrics (e.g., % compliance)

Examples, for Shared Services:

● Overall efficiency

● Standardization of processes, %

● Quality (use relevant quality metrics)

● Transactions processed/FTE

● Response time, % within specified time

● Cycle time, in hours or days

● Quality (errors, delays)

● Uptime, in % (or Downtime, in %)

● Data availability and accuracy, in %

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● Customer relationship management, in % conformance

● Project completion rate, in % (or project rollout rate in %)

● Process completion rate, in %

● Productivity, (in output/man-hour)

PEOPLE PERSPECTIVE

Objective End of 2024 % growth

20XX Goal or amount
Results of change
To increase employee satisfaction To increase
employee
satisfaction
by 30%
To improve employee engagement To improve
employee
engagement
by 30%

Examples, for All Organizations:

● Team completion, in %

● Recruitment (e.g., fill rate for vacancies)

● Competency ratings (e.g., increase in average competency ratings)

● Skills inventory, in % (i.e., no. of key skills covered)

● Employee retention, in % (or its reverse metric, employee turnover, in %)

● Employee satisfaction, in %,

● Employee engagement, in %

● Succession metrics (e.g., % ready-now talents, or key position coverage ratio in %)

● Certifications (number, type)

SUMMARY: OVERALL TOP 3 PRIORITIES

From the list of all of the Objectives and Goals for the four
Perspectives – Financial, Customer, Process, People – identify your
top 3 priorities.

Perspective Objective 2024 Goal

Financial To increase sales To increase sale by 15%

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Financial To increase net income To increase net income

by 15%
Customer To increase number of To increase number of
customers customers by 25%

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