E-Commerce and Marketing Case Study 2022

Running head: E-COMMERCE & MARKETING
E-COMMERCE & MARKETING
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Name of the University
Author Note

E-COMMERCE & MARKETING1
Major services provided by Alibaba
Alibaba or Alibaba Group Holding Limited, is a conglomerate organization which has
its presence all over the world, and is based in China. The organization is specialised in e-
commerce, internet, retail and technology. The multinational organization was founded in the
year of 1999, and the founder is Jack Ma. The headquarter o this organization is in Zhejiang,
and the organization provides consumer-to-consumer, business-to-business and business-to-
consumer sales services through the system of web portals along with through the services of
electronic payments, services of clod computing and services of shopping search engines.
The products which are offered by the management of this organization ranges from e-
commerce to entertainment, retail, films, mobile media, television shows and others. Coming
to the services offered by this multinational conglomerate, it involves Alibaba.com, Alibaba
Cloud, Alibaba Cloud, AliOS, AliExpress, AliGenie, Alipay and others. The organization
employs almost 102,000 people globally. Overall, it can be stated that the organization of
Alibaba is the largest retailer and e-commerce business entity in the whole world
(Alibabagroup.com 2019).
One of the major competitor in the region of China is JD.com. This business house is
treated as one of the primary and major competitor of the organization of Alibaba in the e-
commerce platform. It can be stated in this context that the organization of JD.com can be
termed as a direct-sales retailer house. Contrasting in the context of the e-commerce services
that is offered to the customers around the world, JD.com warehouses, ships and markets the
products or the merchandises directly to the consumers who are from the region of China by
the help of the national shipping network that is possessed by the management of this
business entity. This is one of the strategic advantage that is enjoyed by this company, which
also involves a last-mile delivery feature throughout the most parts of the region, which helps
the customers to receive their needed product by the help of the unique service provided by
the management of JD.com (Wang et al 2018).

E-COMMERCE & MARKETING2
Competitive Advantage of Alibaba in China
It can be stared in this context that Alibaba possess three major business-to-business
divisions. One of the site is 1688.com, which focuses all the transactions that is performed
between the businesses by using the Chines language. This site is mainly used by the
management of this organization in the region of China to perform their business.
Transparent business operations that are performed by the management of Alibaba
throughout the world. Convenience in the overall business operations in the region of China
has helped Alibaba to perform the overall buying and selling process in the Chinese market
(Osawa 2014).
Another major, and probably the most important competitive advantage that is
enjoyed by Alibaba is the number of internet users. More than 560 million internet users are
present in the market place of China. It can be stated in this context that China is the largest
market of internet users globally, and this is enjoyed as they are the most populated nation in
the world. It increase the scope or opportunity to target the most number of people, which is
another competitive advantage that is enjoyed by the management of Alibaba. The customer
friendly approach that is followed by this organization also helps to gain the competitive
advantage against its rivals like JD.com and other business entities (Ter, Tan and Pan 2016).
Motivational Factors
From the above discussed competitive advantages of the business house of Alibaba, it
can be clearly stated that the motivational factors plays an integral part in the overall business
operations that is performed by the management of Alibaba in China as well as in the other
parts of the world. The motivational factors that are enjoyed by Alibaba are the number of
internet users as well as the scope of performing business in the region of China. It has been
already discussed that China is the largest market of internet users globally, which increases
the overall scope or opportunity to target the most number of people possible and sale the
wide array of products and services that are offered by Alibaba (Tan et al 2015).
From the consumer’s point of view, the motivational factor that is enjoyed by the
people present in China is the availability of different products and services that is offered to
them by Alibaba. The robust search function, easy to use and consumer-friendly approach
that acts as a motivation of the customers to use the services that are offered by Alibaba along
with purchasing the products that are sold by them, too. Assurance of securing the overall,