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The Task
The launch of Amazons local online store in Singapore has literally changed the online retail market overnight. They pose a serious threat to Lazadas aim to dominate e-commerce in South East Asia. To overcome the challenge, you have been engaged as a marketing consultant to formulate a short-term (one-year) and long-term (5-year) e-commerce marketing plan for Lazada in Singapore. In this marketing plan, you will:
1.Perform a situation analysis for Lazada in Singapore identifying the relevant drivers of the marketing environment and identify the key issues and competitive advantages of the company in Singapore. Use frameworks, concepts and theories covered in the module.
2.Conduct a market segmentation of Singaporean online consumers, based on two key product categories sold on the Lazada online platform. Use frameworks, concepts and theories covered in the module.
3.Using the marketing mix, provide recommendations (short term and long term) to the top management of Lazada Singapore, to overcome the issues identified. Use frameworks, concepts and theories covered in the module.
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