Abstract
Abstract
Alibaba has become the largest online and mobile 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 does not
attempt to describeAlibaba as a perfect business; rather it discusses the marketing strategies,
promotion, distribution channels and some important lessons that were carried out by Jack
Ma to achieve success in this complex world of online trading. In this project, we examine
a few key factors of Alibaba’s success such as its specific marketing strategies, various
challenges, its strong branding image, superior customer value proposition, better shopping
experience, huge sales volume and economies of scale.
This paper first analyses the overall situation of Alibaba in Africa, clarifies the purpose and
significance of the research, elaborates the key points and difficulties in the research process
and determines the research ideas and technical circuit diagrams. It also analyses and
summarizes the current academic research status of domestic and foreign scholars in the
strategic marketing plan of Alibaba group in Africa, analyses and summarizes the existing
literature and understands that the research on strategic marketing plan of Alibaba group in
Africa is crucial and raises the problems that need to be solved. The macro environment of
Alibaba group was also analysed which includes political, economic, cultural and
technology as well as analyses of the marketing status of Alibaba group in Africa. SWOT
analysis was used to expound the profile of Alibaba group to extract the analysis matrix
model. Also, STP analysis was used to lay the foundation for Alibaba group for more
accurate positioning in the African market and developed targeted marketing strategies.
Optimization of organizational structure and improvement of the management system was
discussed. This will improve the quality of operation of the company and also assist Alibaba
group to recruite or look out for African marketing talents. Investment in the field of
research and development was looked into which can lead to the improvement of the
technical level of the company’s products as well as strengthen the capabilities of products.
This paper also provides a reference for Alibaba Company to expand the African market
through the collection of information to assist in understanding the characteristics of the
company's products in the industry. Through the research, it was found that Alibaba
Company has a great potential in the e-commerce industry but however there are some
problems it faces in the African marketing process such as weak infrastructure and logistics
services, chronic fake goods problem, difficulty in regulating taxes and customs procedures
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河北科技大学硕士学位论文
and amongst others. These problems have seriously affected the African marketing sales of
the company's products and also affected the development of the company in the African
market.
At the end of the article, the author made a brief analysis of the general status of African
marketing of ecommerce businesses based on this research and summarized the
enlightenment to e-commerce companies. I hope that the research in this paper can make up
for the shortcomings of marketing strategy research in Africa and it will be used for
reference to the internationalization of ecommerce businesses.
Key words: Alibaba marketing strategy; SWOT analysis; Implementation safeguards;
African marketing capability; PEST analysis
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Abstract
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