Alibaba Company Analysis.docx - ALIBABA 1 Alibaba Name Institutional Affiliation ALIBABA 2 Executive Summary Alibaba is a global e-commerce company

Alibaba Company Analysis.docx - ALIBABA 1 Alibaba Name...

This preview shows page 1 - 5 out of 15 pages.

ALIBABA1AlibabaNameInstitutional Affiliation
Background image
ALIBABA2Executive SummaryAlibaba is a global e-commerce company established by eighteen Chinese investors led by Jack Ma. The company has differentiated itself as an e-commerce brand by offering a trading place forboth businesses and customers. From its beginning, the organization has worked with the philosophy of “everything company” which implies the company’s diversification strategy in its businesses. The market position of the company is stable and well-established. Its products are defined by a various business which it operates: Taobao Marketplace, Tmall, AliExpress, Alibaba.com, 1688.com, Alimama, Cainiao, and Ant Financial Services. After recording a $25 billion IPO in 2014, the company has experience huge boost, mostly from the investor’s confidence in the brand. The company utilizes the internet for its marketing efforts and to further diversify its products. However, to maintain its market position, Alibaba must retain market and customer value proposition to experience customer loyalty and voluntary captivity to the business.
Background image
ALIBABA3Table of ContentsExecutive Summary.........................................................................................................................2Company Background.....................................................................................................................3Products and Services......................................................................................................................4Market Position................................................................................................................................6Target Market of Alibaba.................................................................................................................9Positioning Statement....................................................................................................................10Current Marketing Efforts..............................................................................................................11Marketing Opportunities................................................................................................................11Recommendations..........................................................................................................................12References......................................................................................................................................13
Background image
ALIBABA4Company BackgroundAlibaba.com is an international Chinese e-commerce company founded in 1999 in China by 18 other investors led by Jack Ma, who became the company’s first employees (“Company Overview”, n.d.). Before the launch of Alibaba, Ma had earlier founded other corporations like ChinaPage.com and Translation Company. It is the failure of Chinapage.com, a site launched in September 1995 which led to the establishment of Alibaba. Jack’s initial goal was to create an internet enabled business platform to connect Chinese manufacturers with the overseas buyers, citing the increased use of internet in China and throughout the world. In 2003 Ma launched Taobao Marketplace, which is currently China’s largest online shopping platform for buyers withover 80 million registered users. Later on, after the establishment of Alibaba, Ma expanded its boundaries by facilitating suppliers and buyers around the world to connect anytime of the day. The success of the company has been attributed to Jack Ma’s keeping pace himself with technological changes and innovations in the online marketplace (“Alibaba – The Chinese Brand Leading Disruptive Innovation”, 2017). Besides being up to time with the market trends, Ma speaks English fluently which has helped towards communicating clearly with the Western media. The company does not only provide a trading platform but also has its online payment system known as Alipay which currently dominates more than half of China’s online payment market.
Background image
Image of page 5

You've reached the end of your free preview.

Want to read all 15 pages?

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture