The Marketing Strategy Of Alibaba Essay

The Marketing Strategy Of Alibaba Essay

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Alibaba is a leading internet marketplace, which began in Japan. It has grown rapidly and has developed into a well-known name. The firm has a distinct international business strategy. This strategy will need to be examined to see if it is appropriate in terms of effectiveness and their chosen vision. Entering into a foreign market can be very challenging, but given the proper research can be done.
Background
Alibaba is a large online and mobile marketplace for consumers, suppliers, and investors. The firm’s mission is “to make it easy to do business anywhere” (Alibaba Group, 2016, para.1). This is done by providing technology and services to aid consumers, suppliers, and other participants to conduct trade globally (Alibaba Group, 2016, para. 1). The vision of Alibaba is proclaimed to be “We aim to build the future infrastructure of commerce. We envision that our customers will meet, work and live at Alibaba, and that we will be a company that lasts at least 102 years.” (Alibaba Group, 2016, para. 2). Alibaba is an internet site that helps merchants to sell their goods and for consumers to find goods, it is not the seller of products itself (Riley, 2014, para. 6). Alibaba is essentially an online marketplace, where every different form of goods and services can be found. A consumer can buy movie tickets, call a taxi, or invest in a money market fund all from Alibaba’s website (Riley, 2014, para. 12). The strategy behind this internet mega is what leads its performance.
Business Strategy
Alibaba has a built a successful business strategy, it focuses both on the local demands along with the needs globally. By doing this Alibaba’s business strategy can be classified as a transnational strategy. The characteristics of...


... middle of paper ...


...eet both local and global customers, which can is a major characteristic of the transnational strategy. If the firm adopted any other proposed strategy to enter into international markets it would fall short of either the local or global market demands.
Conclusion
Alibaba is a leading online commerce company. It is frequented by both consumers, suppliers, and investors. This firm seeks to capture both the local and global market places. In order to do this the right international business strategy must be set into place. For Alibaba the implementation of the transnational strategy is best suit to meet their desired outcome. Before making any international moves to infiltrate a foreign market the proper research must be done. A strategic development plan has to occur in order to ensure that the appropriate strategy is used before implementation can occur.

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