Information System and Marketing - Alibaba Group
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Added on 2020-05-28
Information System and Marketing - Alibaba Group
Added on 2020-05-28
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Running head: Information System and Marketing Information System and Marketing
1Table of ContentsIntroduction.................................................................................................................................................1Current Marketing Situation........................................................................................................................1SWOT ANALYSIS.....................................................................................................................................3Strength...................................................................................................................................................3Strong position in the market...............................................................................................................3Presence across the E-commerce value chain......................................................................................4Market share........................................................................................................................................4Visionary leader...................................................................................................................................4Weaknesses.............................................................................................................................................4Many Sellers........................................................................................................................................4Very high discounts.............................................................................................................................4Opportunities...........................................................................................................................................5Rising investments and demand of E-commerce portals......................................................................5Aggregator based model......................................................................................................................5Threats.....................................................................................................................................................5Competition level................................................................................................................................5Stability of economy............................................................................................................................5Profitability..........................................................................................................................................5Objectives for the first and second years of market entry............................................................................5Marketing Strategies....................................................................................................................................6Product strategies....................................................................................................................................6Pricing strategies.....................................................................................................................................6Promotion strategies................................................................................................................................6Distribution Strategies.............................................................................................................................6Conclusion...................................................................................................................................................7References...................................................................................................................................................7
2Introduction Alibaba Group is the Chinese e-commerce company that offers a wide array of online andmobile services. Alibaba was founded by Jack Ma in Hangzhou in 1999 as an online place for business to purchase products from the Chinese producers. There are more than 26,000 employees who are working in the organization and enhanced their services globally. Alibaba is the largest China e-commerce company with many sites having more than one hundred million customers or users. It is evaluated that in 2014 the company conducted more activities through online. The company also released a public offering on the new stock exchange on September 19; 2014.The Company is the leader in business to business e-commerce transactions. Alibaba offers three online B2B marketplaces to connect with the buyers and sellers globally. The business model of Alibaba is simple and also the services are offered 24/7 to suppliers and buyers globally. The company also diversified with the e-commerce sites like Alipay, alisoft, and taobao.com. These services that are offered by the company expanded the business portfolio to involve services like retail websites. The distribution channel of the company is also good that gives direct impact on enhancing the satisfaction level of the employees (Ding et al., 2017). Current Marketing Situation The current marketing situation of the company is that Alibaba has attained a large market share not only in domestic market but also in the international market. Yahoo China was also taken over by Alibaba that has given a positive impact on the development of the company. Alibaba has established itself as one of the largest IPO in the US history. The two main shareholders of the company are Softbank Corporation and yahoo.inc. The company has also opened Taiwan office in Switzerland. With a growth in the economic reforms has given various opportunities to the SME'S so that they can enrich themselves. In 2014 the company sold more goods than Amazon and eBay.
3Alibaba also offers communication services for the customers like forums, blogs, and groups. The access to communication tools is provided through alitalk, wangwang taobao and also yahoo messenger so that proper communication can be maintained between the customers atthe same point of time. The company has focused on free membership so that customers can be attracted towards the company. The company also has two sources of profit; one is Alibaba advertising costs and the second source is from customers with value-added services. The company also takes into consideration competitive price for its products to sustain in the competitive market and to attract more customers towards the company. Alibaba has two markets; one is global markets in English that gives a target on the international exporters and importers and second is Chinese market that focuses on suppliers and buyers. The current strategy that is used by the customers to attract customers is offering gifts and encouraging customers to use its platform to purchase the products and services (Tung, 2014).
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