Assessment of Yechana Marketplace, a Mobile Application to Determine Strategies

Hallyu, or what has been commonly referred to for the past few years as "The Korean Wave", has been steadily bringing out the growth of popular culture here in the Philippines. Due to this and the apparent popular demand, a Korean Marketplace app that provides needed functionalities with the product, Yechana Marketplace aims to assess and improve its current design, functionality, and strategies. The assessment is done through a survey data gathering procedure, to which the data needed for the assessment of the current product is addressed. Through the data gathered by means of assessment of the product and various functionalities it provides, it is then organized through the means of a SWOT Analysis and further used through TOWS Analysis. The SWOT Analysis results showed that Filipinos generally have interest towards Korean Culture, the current Buy and Sell functionalities are deemed the most crucial, and Auction functionalities are deemed to be improved. TOWS Analysis presented strategies such as expanding the customer demographic through marketing, using modern and trendy mediums for auction live biddings, and organizing Korean Culture oriented events as strategies that could improve sales and business. Overall, the research provided valuable information through gathering and accessing data to improve and focus on the key elements of the product and also the business strategies that can be made in the future.