Global Marketing: Expanding Alibaba's Presence Globally

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Global Marketing
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Introduction
Alibaba is the leading e-commerce organization that provides small businesses as well as
its flagship organization of Alibaba Group with a platform to market and sell their products. The
organization was founded in 1999 in Hangzhou, China. Alibaba’s B2B website catering for the
suppliers and buyers’ needs. Usually, the website targets other organizations or their staff. The
organization offers small buyers with a wholesale platform on a global site that offers quick
shipment of small amounts of products. In addition, Alibaba also provides business management
software along with Internet infrastructure services that target organizations across China. The
report addresses the global marketing that Alibaba applies.
Alibaba seeks to expand its logistics globally with the intention of connecting its global
e-commerce market. The company’s meteoric success can be associated with the focus to expand
its supplier base that targets Chinese as well as other Asian sellers that other marketplaces such
as Amazon have failed to tap. Alibaba’s B2B marketplace acts a gateway to China including the
enormous capacity of the growing economy to produce goods that are needed internationally.
With the intention of catering for the global demand, Alibaba has put into place measures that
help build trust, thus incorporating the world into its marketplace.1 Evidence of this can be
observed in initiatives such as factory inspections, business verification, as well as the strict
demand for products’ quality.
Two marketplaces are specifically targeted by Alibaba and they comprise of the global
marketplace that is linked to the English Language and which caters for global exporters and
importers. The other market is the China marketplace whose goal is focusing on the buyers and
the suppliers who trade locally within China. Collectively, the two marketplaces are the most
1 Anwar, Alibaba: Entrepreneurial growth and global expansion, 373.