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Individual Case Study Analysis Business to Business Marketing. Alibaba Case Study

MKTG1065 - B2B Marketing

15 Pages Essays / Projects Year: Pre-2018

Alibaba is one of the world’s biggest E commerce companies. It’s 2015, 8.75 billion dollar revenue placed it 5th in the world just behind Walmart and Amazon. It was founded in 1999 by 18 people led by Jack Ma, a former English teacher from Hangzhou, China. Many forecasters see Alibaba as a favorable investment with Forbes suggest that Alibaba should “continue to see healthy online growth in the coming years” (2015) . It’s a business to business (B2B) marketplace which allows wholesalers, retailers and individuals to find a manufacturer in China and have a range of goods produced and shipped all over the globe through electronic business transactions. It offers basic features and services for registered users free of charge but makes its revenue from suppliers who pay annual subscriptions that provide them with priority placement of store fronts and listings in search results and the directory. Key challenges for Alibaba are keeping a competitive edge on their main competitors, reduction of counterfeit goods, quality control, logistics improvements, improving and maintaining customer loyalty and continued growth. This analysis will study current and potential customers, the companies marketing performance and distribution channels. Recommendations based on these findings will be made at the conclusion of this analysis.

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