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six. The groups can discuss the basic issues and the questions given to facilitate further discussion. The analysis of the discussion questions can be presented by one of the groups, to be followed by an interactive session. The moderator can lead the discussions and then conclude with a summary of the highlights of the case. PROPOSED SESSION PLANIntroduction of the case – 10 minClass discussion to identify the basic issues of the case: 15 minClass discussion for question 1: 15 minClass discussion for question 2: 15 minClass discussion for question 3: 15 minDiscussion on follow-up assignment (optional): 10 minSummary: 10 minTotal expected session time: 90 minSUGGESTED QUESTIONS FOR DISCUSSION1.Critically analyze the factors that led to Alibaba sustaining its leadership position in the Chinese e-commerce market. 2.Discuss the rationale behind Ma establishing Taobao.com. What are the factors that led to Taobao’s success as compared to eBay in the Chinese online auctions market? With Baidu’s entry into the e-commerce market, discuss the challenges that Alibaba faces with regard to sustaining its position in the growing e-commerce market in China.3.Critically examine Alibaba’s business model. Do you think it is sustainable? After having captured the Chinese e-commerce market, what steps should Alibaba take to expand glob-ally?
1.Critically analyze the factors that led to Alibaba sustaining its leadership position in the Chinese e-commerce market. Some of the factors that contributed to the success of Alibaba in the Chinese e-commerce industry were:•First mover advantage: Alibaba started its operations when e-commerce in China was in its infancy stage. Considering the potential of the budding e-commerce market, Alibaba started with operations that concentrated on providing B2B services to SMEs that were aspiring to go global. •Smart competitive and marketing strategies:From an early stage, Alibaba had been focusing on differentiating itself by providing better services to its customer. It put an in-novative business model in place where customers could try out its services without any cost. Over time, it was able to generate revenue from alternative streams and increase