Globalization and Market Entry Strategy

Running head: INTERNATIONAL BUSINESS
Marketing Strategy
Name of the Student:
Name of the University:
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1INTERNATIONAL BUSINESS
Executive Summary
The purpose of the report is to talk about a Multinational Company of an emerging market name
Alibaba company which is an MNC having an e-commerce facility. Now the manager of the
China has decided to make its branches wider in the Australian Market. Therefore, in this regard,
it is important to state that, how the company would determine its importance in the field of an
established market of Australia. What are the important opportunities and threats that the
company is going to face while entering the Australian Market. The opportunities and threats are
elaborated with respect to the drastic changes in the Chinese market and how it is going to affect
the future of the company. Last, it was important for the decision maker to draw the differences
between the host and home countries in terms of the MNC. Therefore, it is important to discuss
and analyze on the basis of the PESTLE of both the countries.

2INTERNATIONAL BUSINESS
Table of Contents
Introduction......................................................................................................................................3
Profile of the company.....................................................................................................................3
Strategy Adopted.........................................................................................................................4
Opportunities and Threats for the Decision makers in terms of Globalization...............................4
Dramatic Changes of China.........................................................................................................5
Australian Market Strategy..........................................................................................................6
Opportunities of the Australian economy....................................................................................6
Threats of the Australian Economy.............................................................................................6
Environmental analysis to draw differences between home and host countries.............................7
PESTEL analysis of China..........................................................................................................7
PESTEL OF AUSTRALIA.........................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

3INTERNATIONAL BUSINESS
Introduction
The purpose of the topic is to discuss the main threats and opportunities which is created
by globalization. This evident would be supported by the help of an MNC in an emerging
market. The report deals about Alibaba.com, a China based MNC which has established
successfully through the strategic and innovative marketing plans. The report would further
suggest how this Multinational Company identified the threats and opportunities of the
Australia’s global market in order to spread its branched in the market of Australia. This would
further contrast the differences between the establishing its market both in the host and home
country. PESTEL analysis would be further used to elaborate on the industrial and external
factors of both Australia and China. PESTEL analysis would further discuss the political,
economical, social, technological, environment and legal factors of both Australia and China in
order to draw a life of difference between the macro factors of both home and host countries.
Profile of the company
Alibaba group is an e-commerce which is based in China which initiates the transactions
between the entities. The company offers to the services of the consumer, customer to business
and also business to the services of sales through the usages of international website. Another
important service which is provided by the company incorporates shopping, search based engine
and also the services based on the cloud computing services (Alibaba.com 2017). Alibaba
initiated its operation in the year 1999 and now Alibaba has become the largest retailer business
in the world which is running over 190 countries. The company has also become the dominating
online retailer in this world by achieving the revenue of sales beyond the popular countries such
as Walmart, Amazon or e-bay.