Shopee

Select a foreign company that has entered the Vietnamese market, describe how they
have attempted to be successful in Vietnam, and discuss if they have been successful.

Shopee's target customers in the Vietnamese market are determined to be between

18 and 35 years old.

Shopee is the leading e-commerce platform in Southeast Asia. Launched in 2015, the
Shopee commerce platform was built to provide users with an easy, safe and fast
experience when shopping online through a strong payment support and operating
system.
 Marketing mix strategy :

• Product:
• + Shopee's core product is an e-commerce platform, an online marketplace. Here, consumers
engage in online shopping. And sellers join to post, sell their products.
• + Shopee develops country-specific applications with the aim of localizing the platform.
Shopee offers a web and mobile shopping app.
• + Shopee allows customers to use two different languages, Vietnamese and English. In
addition, the Shopee application is designed in the most simple, convenient and attractive
way.

• Place:
• Buying and selling through a single app and website. In one year, the seller community that
works with Shopee has tripled. In addition, the company also cooperates with shipping
partners with the best network in VN.

• Promotion :
• In terms of promotion, Shopee's marketing strategy includes active image promotion
activities. They create viral ads and collaborate with many celebrities to promote their brand
to a large audience. In addition, the company also conducts several discount campaigns to
encourage customers to buy in bulk.
• Localization of Marketing Content
• Shopee always prioritizes localization in its Marketing
campaigns. The selection of Influencers according to
the hotness and preference of the local population is
the most obvious. Shopee is ready to adjust to meet
the requirements of users in each region in Vietnam.
• Influencer marketing
• . Shopee is very clever in choosing a representative to
promote the brand image. Son Tung MTP, Ronaldo or
Blackpink all have huge and loyal fans.
•
• Taking advantage of the brand image, Shopee has
combined with many celebs or Influencers and created
many successful Sale campaigns.