1 On China’s Alibaba’s Five Ps Marketing Strategies WANG Guo-An.

Slides:



Advertisements
Similar presentations
Intensive Strategies and Diversification Strategies
Advertisements

Group Members: Yuan Lu, Ling Zhang, Xiao Chen, Sha Ye.
Back to Table of Contents
The Right List specializes in results oriented online & offline marketing solutions. The Right List has in-depth profiles of confirmed opt-in subscribers.
Alibaba.com True example of e-commerce Admir Namik Dino Asmir.
Marketing in the Internet Age
Learning Goals Be able to identify the major forces shaping the new digital age. Understand how companies have responded to the Internet with e-business.
How to Run the Biggest Software Market in the World Jane Bian Product Director, PC Stars
Chapter Questions What factors should a company review before deciding to expand? How can companies evaluate and select specific markets to enter? What.
Developed by Cool Pictures and MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed.
Table of contents Executive summary Problem statement  Introduction Introduction  Issue  Problem statement Problem statement Enclosures Problem one.
E-COMMERCE AND MARKETING STRATEGY Fahri Karakaya D. Steven White Charlton College of Business University of Massachusetts Dartmouth.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Electronic Commerce Systems
Chapter 9 e-Commerce Systems.
E-Commerce Business Models and Concepts
Product, Service, and Branding Strategies
E-Commerce E-Marketing By: Sadiq Ahmed Shariff S ail.com E-Business.
E-commerce E-commerce is defined "as the process of buying, selling, or exchanging products, services, or information via computer networks, including.
SMALL BUSINESS MANAGEMENT Chapter 9 Small Business and Electronic Commerce.
E-commerce Business Models and Concepts
E commerce Sri hermawati.
“E-commerce: Business Models” Academic Year 2015.
1 IT Usage for Direct Exports by SMEs China-Mexico-Colombia André Kublik Santiago de Chile, 23 November 2004.
Li Jiming Deputy Director General of Yunnan Department of Commerce PRC, June 2011 Yunnan International E-commerce Company.
© Alibaba All Rights Reserved. 阿里巴巴 版权所有 B2B at alibaba.Com.
Postgraduates: Eric Ethan Eason T.Y Ivan Advisor: John.
E-commerce. Introduction  Electronic commerce (e-commerce) is going to have profound effect on the Government, the industry and the community on the.
Business Strategy Evaluation & Recommendations EVALUATE BUSINESS STRATEGY Internal Assessments Evaluation : Bridge of Business-To-Customer Information.
The Global Textile Network Case analysis Members of the group: Yu Yi Du Hao Lin Bin.
COMP 6125 An Introduction to Electronic Commerce Session 4: E-Commerce In Developing Countries.
Small Companies in International Business Chapter 6.
Copyright © 2002 by Nelson, a division of Thomson Canada Limited. Chapter chapter 19 Prepared by Angela Zigras, Seneca College Deborah Baker,
VerticalNet Presentation Date: 29 th November, 2000 Group: 2F (L2) Members: Chan Man Ying, Mandie Cheng Wing Lam, Angie Hui Wai Shan, Charis Leung Chung.
Marketing Management Online marketing
Strategic Marketing For The Web Professional Web Services Internet Growth Amount of Information Technology Improvements Customer Relationship Management.
Management Team: Mohd Fazli Azman Nur Shazleen Yazmeen Ahmad Hawari Zulkifli Bin Abdul Rahim
Lecture 31 Electronic Business (MGT-485). Review of Lecture
Copyright © 2007 Pearson Education Canada 13-1 Chapter Thirteen Marketing and the Internet with Duane Weaver.
Topic 4 Marketing International Marketing and E-Commerce.
9 - 1 Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. Electronic Commerce Systems Chapter 9.
The new Marketing Landscape
GLOBAL MARKETING Marketing Strategy. Benefits of Strategy Coordinates activities among functional areas of organization Defines resource allocation Leads.
Chapter 12 Electronic marketing. Learning objectives 1Discuss the difference between electronic marketing and Internet marketing 2Understand how the Internet.
Arnhem Business School E-Marketing Course Outline Period 1 1-1Course IntroductionProgram 12 weeks Definitions E-Business Introduction Assignment 1-2Basics.
What is e-commerce?. What e-commerce is… Business to business (B2B) trading where companies trade and exchange information using the World Wide Web. Business.
B. DEFINE BUSINESS STRATEGY  Integrated Marketing communication between TaoBao and consumers meet consumer demand for the orientation achieve the best.
® ® © 2007 E*TRADE FINANCIAL Corp. All rights reserved. This presentation contains confidential information and may not be disclosed without E*TRADE FINANCIAL.
IB Business Management
Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing 4/e by Quester, McGuiggan, Perreault and McCarthy 9–1 Part 3: The marketing mix Chapter.
E-Commerce and Small Business - Finding the Right Products to Sell on the Internet Melody Y. Kiang Robert T. Chi Information Systems Department College.
7C MODEL ON ITALIAN WINE INDUSTRY Tiia Hyvärinen, Nina Straková.
INTRODUCTION Internet Marketing Professor Glen L. Urban Spring 2001.
9 - 1 Copyright © 2006, The McGraw-Hill Companies, Inc. All rights reserved. Electronic Commerce Systems Chapter 9.
Managing in a Global World
Global Marketing Environment-ONLINE MARKETING AND E- COMMERCE By, Dr. Abhijeet Lunkad Roll No:33.
Slide 4.1 Marketing in the Internet age Chapter 4.
MGT301 Principles of Marketing Lecture-42. Summary of Lecture-41.
BUS 352 AID Teaching Effectively/ bus352aid.com FOR MORE CLASSES VISIT
The Strategic Emerging Industry Cluster Evolution Mechanism Based on cross organizational knowledge of the integration network Name: Daao WANG.
E-COMMERCE BUSINESS MODELS AND CONCEPTS CHAPTER 2.
International Business
What is Commerce According to Dictionary.com
BACKPAGE LONDON
What is Marketing? Marketing is societal process by which individuals and groups obtain what they need and want through creating, offering and freely.
ROLE OF INFORMATION TECHNOLOGY IN MARKETING
21 Tapping into Global Markets
21 Tapping into Global Markets
Principles of Marketing
Internet Marketing Planning
Presentation transcript:

1 On China’s Alibaba’s Five Ps Marketing Strategies WANG Guo-An

2 Abstract An overview of Alibaba’s path of development; Alibaba’s effective marketing strategies based on Professor McCarthy’s 4Ps theory; Some suggestions on the improvement of its marketing strategies regarding the fight against the financial crisis worldwide which began in 2008.

3 Outline of the paper Introduction Alibaba’s Development Process Alibaba’s 5Ps Marketing Strategies Suggestions for Alibaba’s Marketing Strategies in Global Financial Crisis Conclusion

4 Introduction Alibaba includes five main branches: – B2B websites, such as china.alibaba.com, – – – –

5 Alibaba’s Development Process The first phase ( ): Providing free information for companies to enter the market. The second phase (2002): Carrying out the enterprise credit certification for making profits. The third phase ( ): Developing overseas markets to expand the scope of trade. The fourth phase ( ): Creating a new extendable e- commerce search engine after merging The fifth phase (2008-): Developing a new online transaction model to enter the B2C (business-to-customer) market.

6 Alibaba’s 5Ps Marketing Strategies Alibaba’s 5Ps marketing strategies, namely Professor McCarthy’s 4Ps Product Place Price Promotion PERSONIFICATION.

7 (1) Alibaba’s Products Virtual Product – Convenient and prompt issuance and management of information – China-tailored payment instrumentChina-tailored payment instrument – Sound evaluation system Brand promotion strategy Service Strategy

8 Figure: Three Parties Relationship

9 (2) Price Strategy At the very beginning, Alibaba provided free registration and information services for its clients in order to elbow its way to the e- commerce market. After a considerably big number of clients have registered at alibaba, it began to charge membership fees.

10 (3) Place Strategy Alibaba was established in Hangzhou, the capital city of Zhejiang Province in the east of China, developed its customers in the Yangtse Delta Region, finally its customers have extended to all over the world. In order to get the lion’s share of the world market, Alibaba has localized its e-commerce services by creating different websites in different languages and tailored their designs and layouts to the local cultures and traditions in the local markets overseas.

11 (4) Promotion Strategy Alibaba precisely ascertains its clients, namely the small and medium-sized enterprises (SMEs) and individual businessmen. Because Alibaba had limited financial resources in its early stage of development, it established forums and added its site links to those forums in order to advertise its services, expand its recognition and make sales promotions, and achieved good results.

12 (5) Personification Strategy In the terms of the webpage design, Alibaba and Taobao have made efforts to make their webpages simple and easy to operate with Chinese characteristics and they are popular among Chinese clients. All messages sent by the Alibaba’s members are classified and processed by its full-time message editors.

13 Suggestions for of Alibaba’s Marketing Strategies in Global Financial Crisis  To offer free and testing services to its new clients for a trial period in order to reduce its clients’ financial burden and to let them get familiar with the new products and services.

14  To further subdivide the target clients according to their industries and categories.

15  To adopt a new price strategy and a new fee-charging pattern to attract more members.

16  To build up the Customer Relationship Management (CRM) system to reduce the difficulty in trading.

17 Banks worldwide supporting e-trade and e-payment. E-trade involves e- payment among different banks worldwide.

18 Conclusion Alibaba has built an effective information bridge between Chinese SMEs and overseas buyers and among individual businessmen through its distinctive services, reasonable prices, multi-dimensional marketing channels, novel dissemination and promotion methods and high quality personalized services. As a pacemaker in e-commerce, Alibaba has created a miracle in China’s e-marketing in the 21 century after its 10 years’ development. In 2008 the financial crisis swept the whole world. But in this stage, both opportunities and challenges exist. Alibaba should take advantage of the opportunities and actively searches for new breakthroughs to further improve its marketing strategies in proper time.

19 Thank you