The number of migrant workers in Taiwan constantly experiences steady growth, especially the Indonesian migrant workers who occupied 38.4% of the migrant worker population in this country. This phenomenon has become one of the reasons for the growth of Indonesian retail stores. Telin Taiwan, as an Indonesian telecommunication company in Taiwan, has captured a great opportunity to venture into an e-commerce business that is Blanja Global, an online marketplace platform. Blanja Global will allow customers to connect with different sellers that then enables them to shop efficiently with competitive price.
Knowing that online shopping is potentially growing at a great pace, but to take advantage of the opportunities, Blanja Global needs to be well-prepared and well-managed especially when migrant workers were chosen as the main target. Behind the promising potential, this situation gives challenges for Blanja Global to compete with offline retail stores as well as online shops. It does not stop right there, this sophisticated platform oftentimes has to deal with the product knowledge, brand awareness, and customer retention. Thus, it is very important to choose the right step to implement the marketing strategy for the target market.
The following case study will analyze Blanja Global’s business model and marketing strategy as an emerging company. The data is collected from an in-depth interview conducting with a marketing expert as well as other important marketing estimates like customers etc., that helped in development for this discussion. In this discussion, various problems are considered, and potential market strategies are recommended for the improvement of those problems.

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