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Academic Session 2023 First Semester
January 2023
Assignment 2
BMG319/03 Organisational Management
Instructions: 1. Assignment 2 contains TWO (2) questions and you are required to answer ALL
questions.
2. Assignment 2 carries 35% of your final total marks.
3. The assignment should be typed using Arial, font size 12 and double spaced,
approximately 2000-3000 words and in essay format.
4. The deadline for the submission of Assignment 2 is 4th March 2023, 11:59pm. A
softcopy should be submitted via OAS.
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Zalora
Zalora has 31% of the marketplace share of NVM. It has an active customer base of
16.3 million users. It is one of Asia’s leading fashion destinations. Thus, this makes us
keen to know the business model of Zalora. Zalora is an online retailer that sells
luxurious high-end clothing from both local and global brands. It was founded in 2012 by
Rocket Internet (Neubodi, Kitschen, Adidas, Casio, &, etc).
Despite its main focus is on selling all things that are luxurious fashion; ranging from
accessories, bags, clothes, and even grooming supplies and footwear, Zalora now
accepts third-party retailers to sell their products on a platform.
The headquarters of Zalora is located in Singapore. They have many localized sites in
places like Indonesia, Malaysia, Hongkong, Vietnam, Philippines, Thailand, etc.
Zalora provides products for both male and female customers on its platform. The age
of customers is between 16- 44 years old, is the target audience of Zalora because of
their interest in new fashion products and the changing need of items. Fashion
enthusiasts are the main target audience for Zalora as these customers are going to
buy their products more often them the other customers. So, Zalora has a deeper
interest in this type of target audience.
https://iide.co/case-studies/business-model-of-zalora/#4_Customer_relationship_of_Zalora
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Question 1 You were an owner of Zalora shop, describe some of the ways you can use social media to promote your products.
(50 marks) Question 2
Determine 5 competitive dimension of Air Asia to target market demand compare to other airlines.
(50 marks) CLO 2: Perform industry analysis using the necessary analytical tools CLO3: Propose ideas for new product or services and managing the creative process in
an organisational context.
End of Assignment 2 Questions
