Marketing Strategies For Alibaba Group Holding Limited

1778 Words8 Pages
Abstract: Alibaba has become the largest online commerce company in the world in just a few years and barely anyone expected it to be so successful. It has provided numerous business opportunities for small and medium enterprises to leverage the innovative technology to compete more efficiently domestically and globally. This study discusses the marketing strategies, promotion, distribution channels and some important lessons that were carried out by Jack Ma to achieve success in this world of online trading.

Introduction: Alibaba Group Holding Limited is a Chinese e-commerce company that provides consumer-to-consumer, business-to-consumer and business-to-businesssales services via web portals. It also provides electronic payment services, a shopping search engine and data-centric cloud computing services. The group began in 1999 when Jack Ma founded the website Alibaba.com, a business-to-business portal to connect Chinese manufacturers with overseas buyers. In 2012, two of Alibaba’s portals handled 1.1 trillion yuan ($170 billion) in sales. The company primarily operates in the People’s Republic of China (PRC), and at closing time, on the date of its initial public offering (IPO), 19 September 2014, Alibaba 's market value was measured as US$231 billion. However, the stock has traded down and market cap was $145 billion at the end of September 2015.

In September 2013, the company sought an IPO in the United States after a deal could not be reached with Hong Kong
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