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THE SUCCESSFUL OF

ALIBABA
BẢO TRUNG
LÂM VIÊN
summarize

 One of the largest E-commerce companies in the world, and regularly one
of the top 20 websites with respect to traffic is Alibaba.
 The reasons China is a hit amongst nations is because of its manufacturing
capabilities, and China does not entertain foreign entrants in its nation.
Like Baidu is a chinese search engine and is a bahemoth.
 Naturally, an E-commerce portal which is selling from China to the whole
world is a big thing.
ALIBABA MARKETING MIX

PRICE
 : The pricing strategy that Alibaba uses is penetration pricing as it seeks to
enter newer and newer markets. It therefore offers discounts and cash
backs to the customers on its site and reduces its cut from the
transactions.
ALIBABA MARKETING MIX

PLACE
 Internet is used by Alibaba as the intermediary. Its services are online and
therefore are distributed through websites. Through this they are able to
reach a wider audience for their niche products. Almost 80% of
ecommerce in China happens on Alibaba.
ALIBABA MARKETING MIX

PROMTION
 Alibaba promotes the brand through a number of channels. It advertises
through traditional channels like print media, radio and TV advertisements.
ALIBABA MARKETING MIX

PHYSICAL EVIDENT
 The physical evidence of Alibaba includes the intangible aspects of
service like the delivery schedule which has to go as promised. The
products delivered should be as per the order and quality desired. The
transactions should be smooth and trustworthy and the ecommerce
platforms should be user friendly and attractive. These aspects form the
physical evidence of the company.
ALIBABA MARKETING MIX

Process
 Alibaba offers shopping platforms and the way the whole process takes
place is simplified. The shopping can be done on a wholesale basis, group
shopping, or customer to customer.
ALIBABA COMUNICATION STRATEGY

SOCIAL NETWORK
ALIBABA COMUNICATION STRATEGY

 BAIDU
ALIBABA Corporate Communication
Strategy

 The primary product in the Alibaba group is their E-commerce portal –


Alibaba.com.
 Alibaba site not made revenue not from logistics such as shiping instead
they made revenue from commission each transaction.
ALIBABA Corporate Communication
Strategy

 Tao bao is one of a lagerst C2C marketplace in the world.


 Unlike ebay, Taobao revenue from ad. Merchant must pay the high price
to maintain their product visibility or gain customer thourge search engine.
ALIBABA Corporate Communication
Strategy

 ALIPAY : Alipay is a third party mobile and online payment plaform.


ALIBABA Corporate Communication
Strategy
 Domestic Shopping Day to Global Shipping Festival Campaign
CHALEND OF ALIBABA

 FAKE GOODS
Barron’s, an American weekly newspaper posted an analysis “A Hot Stock
Turns Cold”. As the first chart shows, Alibaba’s stock keeps dropping since
December 2015
CHALEND OF ALIBABA

“There’s no ceiling for investing in fighting fake


goods,” Jack Ma offered a speech to the employees
and said that “We plan to add 300 more staff to fight
fake goods and we’ll add more if it’s not enough.”
His firmly attitude helps the company survive from all
the criticism. (Chu, 2016)
GlosbeResearch
interaction

CHALEND OF ALIBABA

WESTERN MARKETPLACE.

Doesn’t want to competive with big company like amazon and ebay.
Doesn’t have any interaction with other social network.
Political issue.

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