BUS489_GBA05_No.3 (winning team) (Jan 2020).pdf - BUS489...

This is a sample only.
© 2020, Singapore University of Social Sciences. All rights reserved.
No part of this material may be reproduced in any form or by any means without permission
in writing from School of Business, Singapore University of Social Sciences.
BUS489 Strategy for Business
Group-Based Assignment Jan 2020
Presentation

This is a sample only.
© 2020, Singapore University of Social Sciences. All rights reserved.
No part of this material may be reproduced in any form or by any means without permission
in writing from School of Business, Singapore University of Social Sciences.
Business Strategy Report
Sea Group’s Business Strategy
Internet Technology Company
1 Fusionopolis Place, #17-10, Galaxis,
Singapore 138522
Tel: [phone]

This is a sample only.
© 2020, Singapore University of Social Sciences. All rights reserved.
No part of this material may be reproduced in any form or by any means without permission
in writing from School of Business, Singapore University of Social Sciences.
Table of Contents
Executive Summary .............................................................................................................................. 1
1. Introduction ....................................................................................................................................... 2
1.1. Background Information .............................................................................................................. 2
1.2. Products and Offerings ................................................................................................................ 3
1.3. Financial Highlights ..................................................................................................................... 4
2. Internal Analysis ............................................................................................................................... 5
2.1. Financial Analysis ........................................................................................................................ 5
2.2. Financial Resources ..................................................................................................................... 7
2.3. Capability Analysis ...................................................................................................................... 8
2.4. VRIO Analysis ............................................................................................................................. 9
3. External Analysis ............................................................................................................................ 12
3.1. PESTLE Analysis ...................................................................................................................... 12
3.2. Market Analysis – Internet industry ........................................................................................... 12
3.3. Competitor Analysis .................................................................................................................. 15
4. SWOT Analysis ............................................................................................................................... 17
4.1. Strengths .................................................................................................................................... 17
4.2. Weaknesses ................................................................................................................................ 18
4.3. Opportunities .............................................................................................................................. 18
4.4. Threats ........................................................................................................................................ 19
5. Strategic Issues – Synthesis of Key Findings ................................................................................ 21
5.1. Operating at a net loss despite strong topline revenues ............................................................. 21
5.2. Cloud technology has been gaining traction .............................................................................. 21
5.3. Digital transformation catalysing the e-commerce growth ........................................................ 21
5.4. Strong e-commerce growth potential in Indonesia and Vietnam ............................................... 21
6. Strategy Formulation ...................................................................................................................... 23
6.1. Proposed Strategy ...................................................................................................................... 23
6.2. Justifications .............................................................................................................................. 23
6.2.1. Aligns with Sea group’s Mission and Vision ...................................................................... 23
6.2.2. Disruptive potential of cloud gaming .................................................................................. 24
6.2.3. Growth potential in developing countries ........................................................................... 26

This is a sample only.
© 2020, Singapore University of Social Sciences. All rights reserved.
No part of this material may be reproduced in any form or by any means without permission
in writing from School of Business, Singapore University of Social Sciences.
6.2.4. Creating synergistic effects ................................................................................................. 27
6.2.5. Ballooning expenses for the past 6 years ............................................................................ 27
6.3. Implementations ......................................................................................................................... 27
6.3.1. Strategic Partnership with Tencent for cloud gaming services ........................................... 27
6.3.2. Acquisition of growing e-commerce platforms .................................................................. 28
6.3.3. Improving cost management ............................................................................................... 28
6.4. Evaluation .................................................................................................................................. 29
7. Conclusion ....................................................................................................................................... 30
8. Appendices ....................................................................................................................................... 31
Appendix A – PESTLE Analysis (Singapore) .................................................................................. 31
Appendix B – Complete Market Analysis ........................................................................................ 37
Digital Entertainment (Garena) ..................................................................................................... 37
E-commerce (Shopee) ................................................................................................................... 39
Digital financial services (SeaMoney) .......................................................................................... 41
Appendix C – Comprehensive breakdown of ASEAN-6 digital landscape in 2019 ........................ 43
Appendix D – Complete Competitor Analysis of Alibaba and Tencent ........................................... 44
Appendix E - Analysis of E-commerce players in markets Shopee operates in ............................... 48
Appendix F - Consumer Analysis ..................................................................................................... 54
Appendix G - Porter’s 5 Forces (Singapore) .................................................................................... 56
9. References ........................................................................................................................................ 58

This is a sample only.