Enterprise & Innovation : Report
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Added on 2020-07-23
Enterprise & Innovation : Report
Added on 2020-07-23
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Enterprise & Innovation
TABLE OF CONTENTS1. INTRODUCTION.......................................................................................................................31) STRATEGIC STATEMENT OF ALIBABA.............................................................................32) THE ROLE OF STRATEGIC LEADERSHIP AND CULTURE IN ENTERPRISE................63) ENVIRONMENT .......................................................................................................................84. CONCLUSION............................................................................................................................9REFERENCES..............................................................................................................................11Appendix 1 .....................................................................................................................13Appendix 2 .....................................................................................................................13Appendix 3 .....................................................................................................................15
1. INTRODUCTIONIn current scenario, competition has been increased in the market. With unstablemarket conditions and regular changes, it has become necessary for enterprises tomake essential modification so that they could find stability in this occurrence.Innovation is one of the best ways through which firm can improve its performance. It isalso quite effective in gaining competitive advantage in the market. In this report hasbeen taken into consideration. It is an e-commerce conglomerate that is providing theirsales services via web portal. Along with this, company is also providing electronicpayment service, shopping search engine and cloud computing work. The report willanalyse different approaches of enterprise in context of Alibaba group. Along with this, itwill also analyse the impact international market and external environment has on thevarious operation of an entity. Role of strategic leadership in the development ofenterprise is also discussed here. 1) STRATEGIC STATEMENT OF ALIBABAAlibaba is a Chinese e-commerce conglomerate that provides their services invarious sectors of nation. The company own its existence for 18 years. The firm wasestablished in 1999 by Jack Ma and Peng Lei. It was a small firm that found the websitecalled Alibaba.com, a business to business portal, so that they can connect with theiroversea buyers. The firm is regularly progressing and developing in the current timethe firm has already expanded their business to such a extent that it also included thetransaction between business to business sales services but also consumer toconsumer, and business to consumer too. Along with this, firm is also indulged in thebusiness of search engine and cloud computing services. Alibaba has already openedits wing in international market and is currently operating their business in variouscountries. It is a leading e commerce platform in south-east Asia. Also, it providesservices in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Further,firm also has its branches in Brazil, India, Mexico, Russia, Saudi Arabia, South Africa,turkey, UK, etc. (Analyze of the Marketing Strategy of Alibaba in China 2016). Alibaba is one of the most valuable organisations in the world. In 2016, it hasbecome one of the leading retailer companies surpassing big firms like Walmart. It has3
also become the largest internet companies as its online sales and profit have alreadybeaten the profit and score of amazon, eBay and Walmart. The net income of firm wasrecorded US$6.2 billion in 2017. Strategic planning in simple words can be defined as formulation andimplementation of various plans so that goals and objective of firm can be achieved.This strategic management helps organisation in analysing their existing strategy andmaking necessary changes. It is the strategic planning that is the major reason behindsuccess of Alibaba. It provides the platform to merchant who want to sell their productsin exchange they provides firm with partnership (Tan, 2016). One of the biggest strategies that firm has adopted in their working is profitsharing which was able to assist company in establishing their business in variouscountries and finding stability as well as success in new market. In addition to this, firmalso ensures that it has good relationship with the government of nation as it plays themajor role in economy of China. By creating a large network, it can have many benefitssuch as high number of traders (Liu, Ren and Zhang, 2015). Maintaining goodrelationship with government helps the firm in running their various business operationsfreely. Other than this, the firm focus for the success lies on the strategy of marketsegmentation, it carries out proper market analysis so that best strategies can be usedAlibaba has always paid attention to the needs, demand and trends of market as well asmade necessary changes so that they can maintain their stability in market. The firmhas always used price marketing mix as one of their leading strategies (Xiaohan Zang.2015). With growth in internet, they provide people with cheap products so that they canattract their attention towards the firm. They attract potential clients with freemembership and later, they start charging (Wong, 2015). In the current scenario, they are offering their customers value added servicesalong with the competitive price for its product than competitors. They also offer theircustomers with gifts and additional services so that they can remain loyal towards thefirm. E The lack of innovation and investment can cost firm its leading position. The firmis receiving aggressive competition from its rival firm JD.com who has adopted thelatest technology in their working leading to high profit. In 2015, the domestic growth of4
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