Proposed Marketing Strategy to Increase Brand Loyalty: Study Case of Lazada Indonesia
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 07
Abstract
The Indonesian e-commerce market is poised for significant growth, with projections indicating an expansion from USD 52.93 billion in 2023 to USD 86.81 billion by 2028. This rapid growth is driven by increasing internet and smartphone penetration, coupled with a rising demand for online shopping. Lazada Indonesia, one of the major players in this market, faces intense competition from platforms like Tokopedia and Shopee. This study aims to explore the strategic positioning of Lazada Indonesia, focusing on brand loyalty and market share dynamics within the Indonesian e-commerce landscape. Utilizing a mixed-method approach, the research integrates both qualitative and quantitative data to provide a comprehensive analysis. The study employs various strategic frameworks, including PESTLE, Porter’s Five Forces, VRIO, STP, and the 7Ps of marketing, to assess Lazada’s internal and external environments. Key findings indicate that Lazada’s strengths lie in its robust technological infrastructure, extensive product offerings, and strong brand recognition supported by Alibaba. However, the company faces significant challenges, including inconsistent user experiences, internal coordination issues, and the need for more localized marketing strategies to effectively engage with the diverse Indonesian market. The research provides actionable insights and strategic recommendations for Lazada Indonesia to enhance its market positioning and increase brand loyalty. Strategies include improving customer service, leveraging big data for personalized marketing, and forming strategic partnerships to enhance logistical capabilities. By addressing these areas, Lazada can better meet customer needs, strengthen its competitive edge, and achieve sustainable growth in the rapidly evolving Indonesian e-commerce sector.
Authors and Affiliations
Pradana Putra Dharma, Mustika Sufiati Purwanegara, Satya Aditya Wibowo,
Keywords
Related Articles
- EP ID EP739984
- DOI 10.47191/ijcsrr/V7-i7-15
- Views 35
- Downloads 0
Increasing the Adoption of Performance Management Application at PT. Kaltim Prima Coal
Traditional performance management systems often suffer from bureaucracy and inefficiency in providing timely feedback and support (Awan et al., 2020). To address these issues, KPC implemented Entomo, a performance manag...
Legal Protection of the Rights Children Born Out of Wedlock: A Comparative Study in Indonesia and Malaysia
Children born out of wedlock have the same human rights as those born within a legitimate marriage. This research aims to discuss how the law can play a crucial role in providing strong protection for the rights of child...
A Comparative Analysis of the Nutritional and Chemical composition of six West African Medicinal Fruits
Background: Many nations can no longer afford the ever rising cost of healthcare, governments across the world are in search of alternative and affordable ways of disease control. Clinical studies are revealing hope from...
Relationship between Body Condition and Colostrum Production in Crossbred Friesian Holstein Dairy Cattle: A Case Study at KUD Anjasmoro Dairy Farm
This study aims to evaluate the relationship between the body condition of crossbred Friesian Holstein (PFH) dairy cattle and colostrum production, focusing on Body Condition Score (BCS) and vital statistics such as ches...
Morphotectonic Analysis in the Sombe Lewara Sub-Watershed in the Region of Palu City and Sigi Regency, Central Sulawesi Province
A study on the tectonic activity index (IAT) was conducted in the Sombe Lewara Sub-Watershed, encompassing the area of Palu City and Sigi Regency, Central Sulawesi Province. The objective of this research was to determin...