help me to combine both article as one with a good and easy to understand,

MICROENVIRONMENT

First article

Microenvironment can be defined as an environment which consist actors that are close to them company or organization that will give effect towards its ability to engage and to serve its customer, the actors is the company, its supplier, customer markets, rivalries, marketing intermediaries, and publics. A successful marketing required company to combine microenvironment actors such as marketing department needs to build relationship with companys other department, its supplier, competitors, publics and customers in order to make up the companys value delivery network.

The company are one of microenvironment element and can be defined as department or level of management or group in company that marketing management need to take into consideration when marketing management are designing marketing plans. Component of the company are top management, research and development (R&D), finance operation, human resource management, purchasing and accounting. Based on my observation I found that Shopee has regulated the company actor successfully as Shopee always manage to keep their service in trend with time.

As a matter of fact, majority of Shopee revenues came from service fees, commissions fees and transaction fees. Service fees are fee that Shopee charge on any of seller sales from all Non-Mall and Shopee Mall seller excluding sellers who dont sign up for RM19 Free Shipping Program and / or 10% Coins Cash Back Program. Other than that, human resource department of Shopee also has performed its job well because found out that Shopee employees in any customer service chat that I talked to were professional and friendly to customer.

Other than that, logistic department need to always be in contact with marketing department as marketing department is the department that has the data of product that need to delivered to customer. In microenvironment, supplier are people or company that are and will provide product or resource needed by company so that company can produce or deliver a satisfactory service or product. Shopee is a shopping platform that connect customers and sellers while also providing a much more secure and safe platform to buy and sell things.

Thus, Shopee need to coordinate well with their sellers and distributor so that there will be no seller problems such as supply shortage or delays and missing parcel as this situation if left uncontrollable for some amount of time will affect cost of sale and customer satisfaction toward company. Based on my observation, Shopee have good relationship and coordination with its supplier and distribution channel as its parcel was always delivered within the estimate date.

Second article

Microenvironment refers to the environment that most closely linked to the firm which will affects the organization directly. It is vital for company to conduct microenvironment analysis before making any decision in business. In other words, it consists of all the factors that affect especially your business. Microenvironment in a firm such as firms suppliers, competitor, customers, marketing intermediaries, and public are the elements that will affect the company performance and their decision making. It also can influence companys daily proceedings. When shopping online, Shopee customers often need the comfort that their products will be delivered quickly, safely with the quality of the product that they have purchased meets with their expectations.

They also want their online payments being made securely without any other disruption. The company must focus on providing customers with an all-round effortless shopping experience. They must provide buyers protection, or money back guarantee or even integrated customers service team which will helps to ensure the customers will get the benefits from online shopping experience. With increasing popularity of e-commerce platform, Shopee has exposed to threat to their business. There are so many ecommerce platforms such as Amazon, eBay, 11street and others has already be a Shopee competitors. So, Shopee must provide greater customer value and satisfaction than its competitors.

The internal environment of company such as research and development must be up to date and do research of product from customers and analyses it so that they can purchase a product with highest demand from customers. Analyzed raw data can be translated into something that is very useful for their business and will give benefit to the consumer in the long run. Company also has to keep in touch with the suppliers. This is because, if there is supply shortages or delay, it will affect the sales in the short run and will damaged customers satisfaction in the long run.

Digital marketing company such as Shopee have a lot of competitors. The competitors of a company can have a direct impact on their business strategies. Shopee must know how to do a competitive analysis of competitors and have a competitive advantage. They must understand their competitors marketing mix strategy such as product, price, promotion, and people because they need to differentiate their products, price, and many more from their competitors. Shopee need to do something unique that will give benefits to their company, and they can offer to the customers which competitors does not offer. They must know how their competitors react when there is a change in their market environment and analyze it to come up with better planning to these changes. In terms of suppliers, Shopee need to keep a strong relation with their suppliers because action of a suppliers can influence their business strategy as the supplier provide the material for production of products.

For example, if the supplier increases the number of raw materials they provide to company, it will impact the companys marketing strategy which end up company need to pay the supplier more than usual and this action will affect their sales. The customers are the important part of any business. Customers tend to attract and retain customers to generate more income. Therefore, the company need to adopt a marketing strategy that attract the potential customers and retains the existing customers. Company needs to consider the wants and need of customers and provide the after sales services and value-added services