Individual Assignment Brief:

Lazada Group operates Lazada, Southeast Asia's number one online shopping and selling destination, with presence in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

Launched in March 2012, Lazada Group has grown rapidly to approximately 7,000 FTEs. The company has an online footprint of 5 million daily visits to its sites and mobile apps, and the largest Facebook following in Southeast Asia with more than 13 million fans.

Lazada is pioneering eCommerce in the region by providing customers with an effortless shopping experience with multiple payment methods including cash-on-delivery, extensive customer care and free returns. Lazada features a wide product offering in categories ranging from consumer electronics to household goods, toys, fashion and sports equipment. As Lazada is actively seeking new markets to grow its eCommerce business, it is imperative for the company to consolidate its market position as well as exploring potential marketsto drive growth. For the purpose of this report, you will use Lazada as your choice company. You are to:

1. Analyse the value chain of Lazada

2. Identify key competencies of Lazadaand justify how the company capitalises its strengths to gain its competitive advantage in Singapore

3. Conduct a macro environmental scan of a new market of your choice

4. You are to consider the strengths of the top 3 eCommerce companies in the new market of your choice and explain how Lazadacan compete effectively against the incumbents

5. Consider the different mode of entry available, you are to choose the most desirable mode of entry for Singtel and justify your choice