Illustrate with appropriate examples FIVE (5) benefits of digitisation in  Lazada Logistic systems to manage its 3rd party logistics (3PL) delivery  performance.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
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Question 2 
Read the case study below and answer the following questions: 
Lazada eyes more sellers through new service 
Lazada Malaysia aims to encourage more local businesses to choose Lazada as 
their preferred e-commerce platform, using its logistical solutions, network, and 
infrastructure to future-proof and expand their brand online. 
Lazada Malaysia chief logistics officer P Sunil Singh said Lazada Logistics had 
launched a multi-channel logistics service (MCL) with a comprehensive storage 
solution to help e-commerce service providers and brands meet the needs of 
ecommerce sales smoothly. In addition, MCL services provide brands and sellers 
with greater flexibility and flexibility in inventory control. The service will help reduce 
the worry of warehouse management's costly logistics and operating costs. 
"Sellers no longer need to split their stock and liaise with multiple parties for 
fulfilment and last-mile delivery. With MCL, Lazada Logistics can fulfil the orders 
from their online channels with the consolidated stock in our warehouse. With this 
3
new service, Lazada is going to improve our physical infrastructure, expand the 
platform's coverage, as well as get more of the sellers to onboard Lazada," he told 
the New Straits Times in an interview. 
Sunil said that with the digitisation of Lazada Logistic systems, time and cost are 
better managed because of automation and technology that cares for their 
infrastructure. Lazada Logistic is powered by a data-driven, smart routing 
algorithm, enabling its services to meet the surging demand of Malaysia's 
flourishing eCommerce industry, he said.
"Data facilities technologies play a very big role for Lazada Logistic. We spend a 
lot of time looking at data and information and keep changing and optimising what 
a route pattern looks like, how can we make our drivers more efficient, and how do 
we shorten the journey of a package from a seller to a buyer and not necessarily 
always have to go to the longest path. We also use a lot of machine learning with 
the backend to support and understand what is the best way to operate more 
effectively," he said.
Meanwhile, Sunil said Lazada would also focus on making its service more 
accessible to the general masses by improving Malaysia's logistics and distribution 
centres. He said Lazada is ramping up to build more logistic warehouses in 
Malaysia starting from next year to make the service more efficient and closer to 
the buyers. 
"As the economy marked a significant shift towards digitalisation in 2020, Lazada 
saw an increase in the number of buyers from outside Klang Valley. Therefore, we 
are planning to have more logistic warehouses to reduce that average delivery time 
spent on one order essentially, so then the buyers will get their package delivered 
faster and enhance same-day order delivery. But that does not mean that we are 
going to have physical setups everywhere. So we are looking at it from a 
rationalisation," he added. 
 
(b) Illustrate with appropriate examples FIVE (5) benefits of digitisation in 
Lazada Logistic systems to manage its 3rd party logistics (3PL) delivery 
performance. 

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