COM302e: Propose a corporate responsibility strategy that would help to improve Shopee’s brand image. Your proposal should include key objectives as well as tactics on how it should be carried out in order to achieve your goals. Corporate Communication assignment

Module / Subject / School:

BUSM4296 Ethics and Governance

Singapore University of Social Sciences

Requirements: 

TMA01

Answer the following question (100 marks)

Shopee responds to allegations of toxic workplace practices

Singapore-based e-commerce platform Shopee has said it is investigating the allegations about the toxic and discriminatory workplace practices in the company.

This comes at a challenging time for the Shopee brand, as it is in the midst of the year-end holiday season with sales like Singles’ Day and Black Friday, traditionally the most important time of the year for e-commerce platforms.

The allegations emerged after an Instagram account with the handle @wakeupsingapore put together a series of reviews about working in the company from former, prospective, and current employees from Glassdoor, screenshots, and social media comments

These allegations include insensitive questions on race and gender, as well as a “Chinese-first culture” because Shopee’s management, which is majority Chinese, allegedly preferred Chinese-speaking individuals and conducted meetings in their preferred language.

There was also reference to the “996 culture” which is prevalent in Chinese tech giants like Alibaba, Tencent, Baidu, and Pinduoduo. This resulted in a lack of work-life balance in the company, according to the reviews.

In a statement on Facebook, Shopee said: “We are aware of the recent allegations that have surfaced. Shopee Singapore takes these allegations very seriously. We have zero-tolerance for discrimination or any form of workplace harassment and are conducting a thorough investigation of the situation. We are committed to providing a safe workplace for all our employees.”

Adapted from Lim, S.. (29 Nov 2021). Shopee responds to allegations of toxic workplace practices. Retrieved from https://www.thedrum.com/news/2021/11/29/shopee-responds-allegations-toxic-workplace-practices

a) Discuss the impact of these allegations on key stakeholders, as well as on investor and employee relations. (20 marks)

b) Analyse whether Shopee’s brand identity is aligned with its brand image. (30 marks)

c) Propose a corporate responsibility strategy that would help to improve Shopee’s brand image. Your proposal should include key objectives as well as tactics on how it should be carried out in order to achieve your goals. (40 marks)

Language, content organisation and APA referencing. (10 marks)

The word limit for this assignment is approximately 1600 words. Please ensure that intext citations and the list of references are included in submission.

TMA02

Answer the following questions. (100 marks)

Singapore’s crypto players face added scrutiny under new law

Singapore on Tuesday passed a law that extends its cryptocurrency regulations to companies with a local presence that provide digital token services outside the city-state, as authorities further tighten rules around the emerging industry.

The legislation covers industry players who deal in Bitcoin, Ethereum and other digital currencies, facilitate their exchange or offer financial advice on the sale of these tokens, among other activities.

Alvin Tan, a board member of the Monetary Authority of Singapore (MAS), explained the state’s reasoning to parliament on Monday. “We could be exposed to reputational risks brought by digital token service providers created in Singapore, and which provide services relating to virtual assets such as Bitcoin outside Singapore,” he said. “The bill seeks to mitigate such risks by licensing these players and imposing requirements on them.”

Even before the new law hit the books, the MAS had been busy processing license requests. In January it said there were about 180 applications for permits, more than 60 of which were withdrawn or rejected. Only a handful of applicants were successful, though others were awaiting the central bank’s decision.

With the tightened regulations, the central bank is poised to sift through a batch of additional license requests as Singapore-based crypto players that mainly deal overseas are now required to meet the state’s standards if they want to use the city for their operations.

Adapted from Loh, D. (5 April 2022). Singapore’s crypto players face added scrutiny under new law. Retrieved from https://asia.nikkei.com/Spotlight/Cryptocurrencies/Singapore-s-crypto-players-face-added-scrutiny-undernew-law

FOMO Pay obtains new MAS licences to operate three more regulated activities

SINGAPORE fintech FOMO Pay has obtained new licences from the Monetary Authority of Singapore (MAS) to operate three new regulated activities.

Starting from Wednesday, merchants will be able to leverage FOMO Pay’s services to accept and process payment transactions. FOMO Pay will also be able to carry out local money transfer services in Singapore for its clients, as well as facilitate transactions with digital payment tokens – including cryptocurrency and the central bank digital currency (CBDC).

CBDCs are digital currencies that are backed by central banks. They have been gaining attention for their potential to improve cross-border payments.

With the new licences, FOMO Pay is now able to conduct four out of seven key regulated activities under the Payment Services Act (PSA) licensing framework. Previously, the company bagged a cross-border transfer services licence from MAS.

FOMO Pay was founded in 2015 and started by connecting online and offline merchants to digital payment methods such as e-wallets and credit cards, to name a few. Today, it services over 10,000 merchants spanning the retail, telecom, tourism and hospitality, food and beverage, education and e-commerce industries.

Adapted from Tay, V. (1 Sept 2021). FOMO Pay obtains new MAS licences to operate three more regulated
activities. Retrieved from https://www.businesstimes.com.sg/banking-finance/fomo-pay-obtains-new-maslicences-to-operate-three-more-regulated-activities

FOMO Pay is a fintech company that provides integrated payment solutions to merchants and retailers, and it allows retailers to accept cryptocurrencies such as Bitcoin, Ethereum, USDT and USDC as payments.

a) In lieu of tightening laws passed by the Monetary Authority of Singapore (MAS) on cryptocurrency-based companies, examine two potential issues or crises that FOMO Pay might face, and analyse their impact on key constituencies. (30 marks)

b) Assume that FOMO Pay has partnered with Sparkle Airlines, a fictitious commercial air travel provider. This partnership will offer integrated payment solutions to Sparkle Airlines customers that include WeChat Pay as well as cryptocurrency payments.

Write a news release to generate awareness and buzz for the launch of this new integrated payment system. It should be directed to relevant media platforms. (30 marks)

c) How can FOMO Pay’s publicity and communications department implement a plan to effectively engage the media and garner positive coverage for the launch of new payment partnership with Sparkle Airlines? (30 marks)

Language, content organisation and APA referencing. (10 marks)

The word limit for this assignment is approximately 1600 words. Please ensure that intext citations and the list of references are included in submission.

What we score:

74%

Our Writer’s Comment 

This assignment tests students on their understanding of the strategies.

Based on the assignment requirements provided, here are some comments to help students score well on this assignment:

Assignment 1:

a) In this section, make sure to thoroughly discuss the impact of the workplace allegations on key stakeholders, investors, and employee relations. Consider providing specific examples and data to support your analysis. Additionally, try to anticipate potential long-term consequences for the company’s reputation and financial stability.

b) When analyzing whether Shopee’s brand identity aligns with its brand image, ensure you clarify the difference between the two and provide relevant evidence to support your evaluation. You may consider using customer surveys, social media sentiment analysis, and market research to validate your points.

c) For your corporate responsibility strategy proposal, be clear and specific about the objectives you set and the tactics you suggest to achieve them. Consider incorporating real-world examples of successful corporate responsibility initiatives from other companies to strengthen your proposal.

Regarding language, content organization, and APA referencing, pay close attention to maintaining a consistent writing style throughout the assignment. Avoid any grammatical errors or run-on sentences. Make sure to follow APA guidelines for in-text citations and the reference list accurately.

Assignment 2:

a) When examining the potential issues or crises that FOMO Pay might face under the new cryptocurrency regulations, be sure to delve into specific challenges that relate to their operations and partnerships with Sparkle Airlines. Analyze the potential impact on key stakeholders, including customers and investors.

b) In the news release for the launch of the integrated payment system with Sparkle Airlines, focus on creating a captivating and informative message. Highlight the benefits of the new payment system for both Sparkle Airlines and its customers. Include relevant details about the partnership and its significance in the fintech industry.

c) To effectively engage the media and garner positive coverage for the payment partnership, devise a comprehensive plan that includes targeted outreach to key media outlets and influencers. Craft compelling press releases and media pitches that emphasize the unique aspects and advantages of the collaboration. Encourage interviews with FOMO Pay’s executives to provide insights and build credibility.

Remember to maintain a consistent tone and style across all sections of the assignment. Adhere to APA referencing guidelines for all sources cited in the text and the reference list.

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