While Lazada and Shopee are the well-known brands in the region, in Indonesia, Bukalapak is gradually poised to compete with the big guns. The unicorn platform first began as an online marketplace enabling small medium enterprises to sell their products online in 2010. The company, founded by Achmad Zaky, Nugroho Herucahyono and Fajrin Rasyid, has now over 4.5 million sellers and boasts 70 million active users. On average two million transactions take place in a day. (The Edge, June 2017)

Using an International Firm Competitiveness model of your choice, evaluate the critical success factors for Bukalapak in its penetration of the South East Asian region.