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Coupang SWOT & PESTLE Analysis

ID : 521096453| Mar 2022| 19 pages

COMPANY PROFILE -Coupang

Business Sector :E-Commerce

Operating Geography :South Korea, Asia, Global

About Coupang :

Coupang is a South Korean e-commerce company based in Seoul and incorporated in the state of Delaware in the United States. Bom Kim established Coupang in 2010. Coupang maintains offices in Beijing, Shanghai, Los Angeles, Mountain View, and Seattle. The Company mainly supplies home goods and decoration, fresh food, apparel, and beauty products, and sporting goods, grocery, electronics, restaurant order and delivery, travel and everyday consumables and other products and services. It provides the best prices and product choices to its clients in a comfortable and personalised shopping environment. Coupang has set out to redefine the end-to-end customer experience, from last-mile deliveries to rethinking how Customers search and discover on a fully mobile-first platform, fueled by technology and operations. The Coupang delivery system is well-known for its speed and efficiency. Coupang offers a unique service called "rocket delivery." Users can get the delivery item if they order before midnight, and it will be delivered the next day by Coupang's delivery guy, Coupangman. In August, 2021, the company announced that since the beginning of 2020, the company has committed over $200 million in worker safety initiatives and employed over 600 safety employees.
Coupang's USP lies in it being one of the largest e-Commerce companies in Asia and being the largest online marketplace in South Korea. The mission statement of Coupangreads, " To revolutionize the everyday lives of its customers and create a world where people wonder, “How did we ever live without Coupang?”

Coupang Revenue :


$11,967 million - FY ending 31st December 2020 (y-o-y growth 90.8%)
$ 6,273 million - FY ending 31st December 2019

Competitive Analysis of Coupang

SWOT
PESTLE
The SWOT analysis for Coupang is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Largest e-commerce player in Korea
2. Pioneer of same-day delivery system
3. Strong customer-centric focus driving success
4. Creates large number of jobs in Korea
5. Diversified supply chain and low-cost products
6. Strong track record at customer retention and growth
1. Poor employee working conditions
2. Continually making losses which increased post IPO
3. Accused of manipulating search algorithms
OpportunitiesThreats
1. Expand operations to capture markets outside Seoul
2. Increase membership of Rocket WOW loyalty program
3. Expand food-delivery operations Coupang Eats
1. Competition from big players like Amazon and Rakuten
2. Disruptions in services of independent delivery partners
3. Changes in consumer spending habits post-pandemic
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Coupang

Strength

1. Largest e-commerce player in Korea: Coupang is South Korea’s leading e-commerce company with their USP being low prices and same day delivery. They operate an end-to-end integrated system using technology to ensure superior consumer experience and excellent merchant solutions. Even during the pandemic, Coupang saw its sales spiral by 50% due to increased demand for e-commerce services due to lockdowns. In 2020, Coupang was the largest private sector job creator in Korea and they added more than 25,000 new jobs which was more than the other 500 largest Korean companies combined. Their operational network is widespread and 70% of the South Korean population lives within 7 miles of a Coupang logistics centre. In other words, Coupang’s operations span over 25 million square feet in over 30 cities. Coupang’s B2C logistics footprint is the biggest among all other Korean e-commerce players. In 2020, their net revenues increased to $12 billion, up 90.8% compared to 2019. Coupang’s gross profit increased and stood at $2 billion, increasing by 92.3% compared to 2019.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

1. Expand operations to capture markets outside Seoul: Coupang recently ventured outside the Korean market for the first time to start operations in Japan. This ecommerce venture is starting its Japanese operations through its delivery service under the backing of its investor Softbank. The venture seems promising for Coupang which has seen immense success in the e-commerce sector of Korea. They also raised funds worth $4.6 billion in their New York Stock Exchange IPO in 2021. Japan has a tech-savvy and digital consumer base who has greatly adapted to the era of e-commerce. Coupangcan capitalize on this opportunity to make profits while strengthening its global footprint. Coupang plans to bring its Rocket Delivery system to Japan soon. The company also plans to start operations in Singapore and Malaysia in the latter half of 2021. These South East Asia focused business plans will help Coupang increase its global footprint while dealing with consumer behavior that is not starkly different from what they were used to in Korea.

The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

Major Brands :

  • Rocket Delivery
  • Rocket Wow
  • Rocket Fresh
  • Coupang Eats
  • Coupang Flex
  • Coupang Pay
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References used in Coupang SWOT & PESTLE Analysis Report

1. We are building the future of commerce - https://www.sec.gov/Archives/edgar/data/1834584/000162828021001984/coupang-sx1.htm
2. Understanding Coupang:Setting a New Bar for Global E-Commerce? - https://www.goodwatercap.com/thesis/understanding-coupang 3. Compounder Fund: Coupang Investment Thesis - 14 May 2021 - https://compounderfund.com/compounder-fund-coupang-investment-thesis/
4. Death, injury, inhuman conditions: at ‘Korean Amazon’ Coupang, warehouse workers at mercy of AI are ‘disposable objects’ - https://www.scmp.com/magazines/post-magazine/long-reads/article/3137503/death-injury-inhuman-conditions-korean-amazon
5. Coupang Vows to Accelerate Expansion Even as Losses Triple - https://www.bloomberg.com/news/articles/2021-05-13/coupang-vows-to-acclerate-expansion-even-as-losses-triple
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT & PESTLE.com, 2022)

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Coupang SWOT and PESTLE analysis has been conducted by Anangsha Saha and reviewed by senior analysts from Barakaat Consulting.

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