BUILDING CASE ABOUT E-COMMERCE “ELEVENIA”

MANAJEMEN INFORMATION SYSTEM

BILINGUAL CLASS

ASSIGNMENT 1 - BUILDING CASE ABOUT E-COMMERCE

“ELEVENIA”

BASED ON CHAPTER 4

BY :

FELICIA MONIKA

1511011032

S1 MANAGEMENT

ECONOMICS AND BUSINESS FACULTY

UNIVERSITY OF LAMPUNG

2016/2017

ANALYSIS

INTRODUCTION OF ELEVENIA AS E-COMMERCE BUSINESS MODEL

Today is a technology era. We do many things using a modern technology. One of the technology that help us so much is internet. Internet helps us in many way such as communication, works, transactions, etc. In this case, interconnected networks help us to a transaction. Increasingly advanced technology certainly facilitates our access to enjoy everything. One of them is shopping. As a consumer, we can easily buy something electronically. We just need to visit the web of the shop, pick anything we want or just need, pay it, and just wait at home until the stuff is arrived well. So easy right. We don’t need to go to the shop to by something. We just need t visit its web to buy something. And as a producer, we can easily sell our product. Using the interconnected networks, we just need to upload our product on the web. And people around the world can see it imagine if we open one store in the city. Maybe just the people on the city that will know our store, and even not all of the people on the city know.

Now online shopping has become part of the lifestyle in everyday life. Online shopping activities more exciting with the presence of Elevenia, a marketplace that provides more than 30,000 sellers and more than 4 million products! Elevenia is an online shop or online store that provides a wide selection of goods complete with the best quality. Elevenia is one of e-commerce. Elevenia is an online shopping site with the concept of open marketplace number 23 in Indonesia that provides convenience and security of shopping. This site offers a wide range of products for online shopping lovers. To date, it has been noted that Elevenia offers more than 2 million products from 16,000 sellers divided into 8 categories including fashion, beauty / health, babies / kids, home / garden, gadgets / computer, electronics, sports / hobby, service / Food.

The elevenia.co.id site was officially launched on March 1, 2014. It operates under the auspices of PT XL Planet which is a joint venture between PT XL Axiata, Tbk., And SK Planet of South Korea. PT XL Axiata is the second largest operator in Indonesia and SK Planet is a subsidiary of SK Telecom of South Korea, South Korea's largest operator. In February 2015, Elevenia has successfully added sellers to more than 23,000 sellers and a live listing of 2 million products. Within a year, Elevenia also managed to reach 1 Million users and send over 400,000 thousand products. In addition, they are also able to achieve revenue of 250 billion rupiah in 2014. In their second year, Elevenia target to be able to achieve income of Rp. 1.1 trillion

On play store, the Elevenia application already 5 million downloads. Elevenia has 4.1 rating from 82,716 users. There are 44,077 users that give 5 stars to Elevenia, this is indicate that they are very satisfied with Elevenia and also the fitur inside the application. There are 17,651 users that give 4 stars to Elevenia. There are 11,039 users that give 3 stars to Elevenia. There are 3,615 users that give 2 stars to Elevenia. And there are 6,334 users that give 1 star to Elevenia, this amount bigger than the amount of user that give 2 star to Elevenia. From this rating we can see that more than half of the user that did the rate is choose 5 stars to Elevenia. It means that most of them feel so satisfied with Elevenia and also the application. This is indicates that the consumers feel comfort when they shop in Elevenia as the online shop. If they are not comfort, how can they give Elevenia a 5 stars as a rate. If we open shopping button in play store, the top charts of top free online shop application, we can see that Elevenia is the seventh top free online shop in top charts. From the first until sixth there are Shopee, Akulaku, Lazada, Tokopedia, OLX, and the last is Bukalapak.           

As an online store with open marketplace concept that is ready with all the facilities, Elevenia always try to give service process of "Purchasing Journey" which clearly from upstream to downstream. We do a clear tracking since the product was purchased, the payment has been received, the goods sent by the seller, received by the courier until it reaches the consumer. So that every item you buy, will always arrive in your hands in perfect condition. The shopping process at Elevenia is also easy and efficient, you can shop whenever and wherever you want. A variety of exciting promotions are also available to enhance your cheap online shopping experience. So, immediately enjoy the fun of shopping online at Elevenia! Click Search Hepi! Or in Bahasa we can say Klik Cari Hepi! Klik Cari Hepi is the tagline of Elevenia.

As a trusted online trading site. Millions of products from various categories are available complete and inexpensive. Starting from; Home appliances, health & beauty, women's fashion, men's fashion, children's equipment, laptops & gadgets, coupon vouchers, hand phones, sports equipment, books, autos, snacks and food, hobbies and other collectibles. In Elevenia we do a transaction electronically. The kind of e-commerce in Elevenia is business to consumer. Because in Elevenia the seller (business) and the consumer meet each other in the web of Elevenia itself. In Elevenia, we can find many kind of stuffs.

BUSINESS-TO-CONSUMER E-COMMERCE IN ELEVENIA

Elevenia is one of the sites that use marketplace business model and B2C Business Type. Marketplace is a business model where the website concerned not only helps promote merchandise, but also facilitates online money transactions. Here are the main indicators for a marketplace website:

• All online transactions must be facilitated by the website concerned

• Can be used by individual sellers or companies

Elevenia is working with Visa, Bank Mandiri, Bank BCA and Bank Danamon. As for delivery service, we have cooperated with JNE. The Elevenia site includes classified type or classified ad list. These sites only serve as communication facilitators between sellers and buyers. The site provides facilities to prospective sellers to advertise products along with full description and contact person who can be contacted. This kind of site presents a virtual online shop to potential buyers as well as sellers in one place exactly like the concept in a shopping mall. Potential buyers can freely enter any product you want to buy into a "shopping cart" while browsing through other products. While the sellers both individual and corporate can sell a variety of goods there, of course through the provisions that have been set the ecommerce.

There are several sites that successfully present the concept of virtual shops in Indonesia such as Tokopedia and Lamido. And one of the most new is the original site of Indonesia, Elevenia.co.id. By prioritizing the security system of buying and selling of goods plus Escrow concept that carried a new ecommerce this one, I think Elevenia could be poked up to become one of the successful newcomer ecommerce. In Elevenia, we do a transaction electronically. Services provided by Elevenia not only through desktop devices, Elevenia can also be accessed via mobile applications that are already available on Google Play for Android users and also in the Apple Store for iOS users.  The application itself is just 7.15MB in Google Play. It is not too big as a shopping application.

Another interesting point of Elevenia is the facilities and services they provide to the sellers. Facilities that Elevenia provide include educational sessions through training programs and seminars on a regular basis as well as photo studio facilities. They can also consult directly with the CRO team, (Customer Relationship Officer). Through sellerzone.elevenia.co.id Seller can download tutorial and reservation training and photo studio.

Until 2015, carrying more than 5000 sellers are already using this facility. Seller Zone location is not only in one place. Elevenia has three locations Seller Zone that is in Mangga Dua, Tanah Abang and Plasa 89. In addition to providing convenience for the seller, elevenia also do not forget to provide attractive offers for its members. In elevenia, there is one special offer every 11th day named "elevenia day". This promo gives 11% for all products. This is one way how elevenia make the member happy. In Elevenia there is also a Free 1 Million Voucher for their buyers, and currently there are also Vouchers to reach the value of 3 million.

Why business to consumer? Because, in Elevenia, electronic transaction is between businesses and customers. So that is why Elevenia is become one of the business-to-consumer e-commerce. In Indonesia Elevenia is one of the famous online shopping sites. Elevenia is a facilitator site that offers different concepts from other sites. When other sites only facilitate advertising space and then submit a deal agreement on the parties sellers and buyers, in contrast to the concept offered Elevenia. This site is a product of PT. XL Planet (joint venture of PT XL Axiata Tbk and PT SK Planet Co., Ltd.).

Elevenia will facilitate the transaction process between seller and buyer. Sellers and buyers do not need to deal directly or do COD (Cash On Delivery), but all security and product purchase guarantees will be facilitated by Elevenia. Site Elevenia presents an attractive website design with an attractive color layout selection. Internet users surfing the site would be interested to see what the site offers and offers. Especially when looking at attractive product displays and discounted tags and shopping vouchers. Leaving a little time to open a product category definitely does not matter.

Based on my experience, I choose to shop in Elevenia because we can get free shipping. Not just that, as a person that have no debit card or credit card, the service in Elevenia make me easy to shop, because I can pay the bill in Indomaret. Maybe the other online shop will give you a admin cost around Rp 1,000 until Rp 5,000. But in Elevenia, I can pay in Indomaret with free admin cost. So as a conclusion, I just need to pay the stuff that I want to buy, without shipping cost and admin cost. Furthermore, there is Indomaret in the aisle of my house, so it make me more happy, because I can easily pay to that Indomaret when I buy something in Elevenia.

HOW IS THE TRANSACTION SYSTEM ORGANIZED BY ELEVENIA?

Regarding the process of buying and selling transactions in Elevenia, Elevenia using Escrow system as a third party in the payment process. With Escrow System, the transaction will be more orderly and secure for both parties either buyer or seller with confirmation to both parties.

1.      In stage 1, the buyer makes a purchase and pay transaction through the payment facility provided by Elevenia or the so-called Escrow.

2.      Next in stage 2, Elevenia will notify the seller that there is an incoming purchase transaction.

3.      After receiving notice from Elevenia, then in stage 3 the seller will send the goods to the buyer.

4.      In the fourth stage the buyer must confirm if the goods have been received.

5.      And the last stage of the fifth stage, Elevenia will make funds disbursement to the seller after receiving confirmation of the buyer.

Maybe for colleagues who had online transactions in the Forum buying and selling Kaskus would have understood about the process. Transacting with Elevenia will provide security to both the seller and the buyer and avoid fraud. There are two membership packages that Elevenia offers to the seller, ie individual sellers and sellers on behalf of the company, details you can read on the website. In addition to the buyers, there is also a membership for buyers who register purchasing activities. Obviously Elevenia offers convenience for its buyers.

MARKETING STRATEGY IN ELEVENIA

The brand ambassador program itself is not really a new item in the business world. This is one of the old marketing strategies that are still powerful used to increase product awareness, product communication with consumers, to build trust. But the most interesting potential is a new consumer that can be brought by brand ambassador. VP Marketing Elevenia Madeleine Ong De Guzman (Mads) conveyed, "When we drove, we started with brand ambassador [Love Laura] because we knew it could help educate. For reasons that are not much different, we chose Raisa to help connect us with everyone [users and Elevenia user candidates]."

As one of the top celebrity homeland, Raisa herself has a big fan base. From his Twitter account, Raisa has nearly six million followers. While in Instagram there are approximately 7.8 million followers for Raisa account. It is a lucrative potential to be acquired as a new user of Elevenia who currently claims to have two million members. This has not been counted with the potential of new users that Raisa can take outside of her fan base.
Through this brand ambassador program, Raisa is also bound by contract to follow the programs that will be held Elevenia in the future. For example, TVC (television commercials) and photo sessions. The goal is to embrace new users, increase product awareness, and also site traffic.

The year 2016 begins with gas Elevenia stuck, especially after getting a fresh injection of funds of Rp 695 billion from the Planet and XL Axiata SK. From there there is also a new target installed, namely the number of transactions amounting to Rp 3.5 trillion. New figures can be achieved if Elevenia able to show significant growth, helped from increased brand awareness of the product. In October 2015 we decided that there should be an increase in brand awareness. That is part of our goal in 2016. So we put the target to reach the X value and we think back what should we do? From there finally two decisions were made. First, Elevenia needs a brand new ambassador and the second is to change the old tagline [Surga Belanja Online Anda].

For selection of brand ambassador, Elevina handle directly. As for tagline affairs, Elevenia works with the agency. Culminating in an agreement to use the three circles already in the Elevenia logo to represent sellers, buyers, and happiness. Then we analyze what process buyers do before shopping, they start from Click [Klik], look for [Cari] goods, and end up with a buying that brings happiness [Hepi]. Meanwhile, for brand ambassador, there are three angle that seen Elevenia and culminate in the decision to choose Raisa as a new face Elevenia. Starting from the position of Raisa as a public figure that is able to attract various circles, its popularity is vast, to be considered capable of representing the young people who inspire.

In the end, with this new face, Elevenia hopes to increase brand awareness, simplify all forms of communication, to embrace a new user base. Mads himself revealed that he hoped there was at least a double increase for the Elevenia traffic with a new face owned. Especially starting from February 2016 and later, when programs and campaigns involving Raisa started to run effectively.

LAYOUT, MENU OR DESIGN FOR DESKTOP AND MOBILE DESCRIPTION

- Desktop
Layout : On the desktop, the elevenia website has a very organized and complete layout. So on the first page of elevenia.co.id contains pictures of the products offered and under the picture contains information on all matters relating to elevenia, under the information there are additional menus regarding elevenia, service, payment, etc. On other pages also contains information and images that are so complete and detail that support the product on offer.

Menu : The menus on elevenia desktop version is very complete and very visible, so very easy to find. The menus let alone the main menu like already pegged at the top of the user screen, so the user is very easy if you want to choose other menus. Many menus are provided on this desktop version of zalora, the menus are also very detailed and the placement is appropriate, as the main menu is located at the top and is larger than other support menus.

Design : The design of elevenia is very nice and interesting, although on desktop elevenia still highlight the most popular products, but not reduce the design of the website elevenia.

- Mobile
Layout : When compared to the layout of the desktop version elevenia, the mobile elevenia layout is very minimalist, simpler, giving priority to the effectiveness or efficiency of screen usage. Layout elevenia mobile version is not as complete as elevenia desktop version because mobile version is minimalist version of desktop version, so mobile version do not need to be too complete but only contains the important things only.

Menu : The menus on the mobile version of zalora only contain important menus only. This menu also impressed the hide with the purpose of the effectiveness of the screen and the efficiency of the screen.

Design : Design from elevenia mobile version is very good and very efficient and minimalist, all new page usually represented by picture

OPPORTUNITIES AND THREATS OF BUSINESS TO CONSUMER IN ELEVENIA

1.      Strength (strength) is a situation or condition that is the strength of the organization or program at this time. This strength is internal from an organization or a program.

·         has a strong shareholder as a telecommunications operator and internet business.

·         Provide a variety of products in various categories to make it easier for buyers to find the product they want.

·         Various payment options such as bank transfer, ATM payments, e-money or credit card.

·         The most different from others is the benefit of discounts, points, tokens and vouchers.

2.      Weaknesses are organizational activities that are not performing properly or resources required by the organization but are not owned by the organization.

·         The Website menu looks complicated for early users

·         The more here the bonus decreases for the buyer

·         Due to the time-consuming shipping process

·         Heavy, large and not durable goods are expensive items to ship.
The cost of shipment always creates difficulties.

3.      Opportunity is a positive factor that arises from the environment and provides an opportunity for our organization or program to use it. Opportunity is not just a policy or an opportunity in terms of getting capital in the form of money, but it can also be a public response or issue that is being lifted.

·         New technology, the marketplace as the best business model.

Marketplace allows no scale restrictions.

·         Needs at certain levels of society who want to be practically in the shopping.

4.      Threat (threat) is a negative factor of the environment that provides barriers to the development or running of an organization and program.

·         There are still many people worry, hesitate and even reluctant to shop online for some reason.

·         New rules

SUPPLY CHAIN MANAGEMENT AT ELEVENIA

Supply Chain Management (SCM) is a series or network of companies working together to create and deliver products or services to end consumers. In Elevenia, all the seller had a communication to Elevenia and put the product and also the description on the site. And then Elevenia take a responsibility to consumer, include the shipping. Elevenia make sure the transaction is going well, until the customers received their stuffs.

ADVANTAGES AND DISADVANTAGES OF SHOPPING AT ELEVENIA

Advantages :

1.      Choice of Products abundant, and because of the number seller we can easily compare the  price before actually buying a product.

2.      Many Discount Promos and Vouchers (either Discount Product or Shipping vouchers). Quite helpful because it can get goods that are cheaper than normal prices or compared with other e-commerce.

3.      Service Handling Problem Spry. In this case I have got a resident's Receipt Number from another person who has expired / sent, consequently the Elevenia system automatically assumes my shipment has been sent and received by Consumer. Seeing that I immediately filled in the Unacceptable Item Form so Seller realized his mistake and remarkably the next day there was a call from Elevenia who said they had reported it to Seller and said that Seller would notify me of the correct receipt number. The receipt number of my shipment was actually informed by Seller that day and therefore I am quite satisfied with the service of Elevenia.

Disadvantages :

1.      Discount voucher’s value are small enough (when compared with other e-commerce). For example, 20 thousand pieces of spending at least 400 thousand, 5 percent discount for spending at least 1 million.

2.      No delivery deadline by Seller. In this case Seller can as much as send goods to Consumer while Consumers can only hope please worry whether the goods will be sent Seller or not.

3.      Seller with the recommendation of the best service level is not necessarily appropriate. I shopped to Seller with the middle level, and it only took 2 days until the goods I received. Instead, I shop at Seller with the perfect level of service, but only a week later the goods are up, and even then I have to repeatedly send a message to the "best" Seller.

CONCLUSION

So based on my perspective and experience, shopping on this website is very safe, also quality goods and competitive prices and 90% seller comes from Indonesia. How to purchase and delivery was very modern and professional, it make e-commerce website is perfect for us to shop via online here. Elevenia also provide us the easy way to shop and pay. Even we don’t have a credit or a debit cards, we can easily shop there, because Elevenia provide us various way of payment. The price is competitive, and there is a review on each store, so I can read the review first before I choose some product. By reading the review it make me more confident to buy the product, because by reading it I can know what is the other costumer expression when the buy the product. For more details about e-commerce website Elevenia, please visit the website at http://www.elevenia.co.id

BIBLIOGRAPHY

http://www.elevenia.co.id/

https://id.wikipedia.org/wiki/Elevenia

http://elisa14281.blogspot.co.id/2016/03/analisis-e-commerce-pada-elevenia.html

https://dailysocial.id/post/makna-brand-ambassador-bagi-semangat-baru-elevenia/

http://santosaananta.blogspot.co.id/2015/02/review-e-commerce-elevenia-part-ii.html

https://anidanurafika.wordpress.com/2015/02/15/elevenia-website-e-commerce/

https://www.academia.edu/28538208/ANALISA_SWOT_DAN_SCM_PADA_E-COMMERCE_ELEVENIA



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