The number of migrant workers in Taiwan continuously growth since Taiwan government legalized it. The three top numbers of migrant worker were from Indonesia, Vietnam and the Philippines, Indonesia takes the highest percentage with 38.4% population of migrant worker in this country. This phenomenon has become one of the reasons for the growth of Indonesian online retail store. Most of the online store use Facebook as their marketing channel to engage with Indonesian customer. Easy Mobile is one of the online stores that selling mobile phone to Indonesian migrant worker (IMW) through Facebook.

Knowing that Facebook is potentially for online shopping that has growing at a great pace recently, make a lot of new-comers especially start-ups business adoption this opportunity due to the relative low-cost compare with the offline store. But to take advantage of the opportunities, Easy Mobile needs to be well-prepared and have a clear direction to execute the business strategy. Behind the promising potential, gives challenge for Easy Mobile which is fully owned by Taiwanese to compete with another online retail shop which is most of them are owned by Indonesian that more well-known about Indonesian culture.
The following case study will analyze Easy Mobile’s business model and strategy as a start-up in the way of use Facebook as their only marketing channel. The data were gathered through in depth-interviews with managers level, and two focus groups with customer service and marketing employees, per group consist of four persons. The process is using a semi-structured technique by developing qualitative protocol and designing direct questions. In this discussion also revealed their problem and challenges and some recommendation also given to help them improve their business strategy that can leading to company’s long-term success.

Keywords: Facebook, migrant workers, marketing strategy, service convenience, intangible assets

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