Alibaba Group: Technology, Strategy, and Sustainability example

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Alibaba Group: Technology, Strategy, and Sustainability

Executive Summary

This paper is concerned with the analysis of the case study which reveals the major principles of the operations activity followed by Alibaba group, a key player in the e-commerce field. Today this Chinese digital shopping conglomerate faces the ongoing expansion and the exponential growth, being focused on the enhancement of the global presence. The chapters of the paper examine the strategies followed by Alibaba group, paying due regard to the strong sides of the company, as well as to the particular inconsistencies and drawbacks that might pose a potential challenge in the nearest future. It is established that the e-commerce tycoon needs to enforce the corporate social responsibility and integrate it in its strategy to enjoy the greater brand equity. The paper concludes that to achieve the flawless customer experience, Alibaba group should concentrate on the quality assurance and the globalization. The implementation of these steps will comprise the key success factors of the online retail corporation as it will demonstrate the corporate social responsibility in terms of the sustainable growth model which will align its development strategy with the core competencies that still need to be addressed and subsequently enforced.

Alibaba Group: Technology, Strategy, and Sustainability

Introduction and Key Facts

A real tycoon in the online retail field, Alibaba group is regarded as one of the largest businesses in the world. Founded in 1999 by Jack Ma, these days the online retail corporation faces success and the strong positions in the market. Alibaba Group has a long-lasting reputation of a trustworthy company, having attracted millions of shoppers worldwide (Laughland, 2016). Operating on a global scale, today this digital shopping conglomerate dominates the internet retail in China, the country where it was established, having the eighty percent share of the overall online commerce in the state (Hickey, 2014).

Every couple of years the online retailer launches a new business line, today counting almost a dozen of them. The original and established in 1999 were soon followed by founded in 2003, an online platform that enjoyed a resounding success in many countries, having the preponderance over the other online retail marketplaces even in 2017. After that, the world saw Alipay,,, and AliCloud, launched in 2004, 2007, 2008, and 2009 respectively. Despite these digital platforms were characterized by the high performance and customer involvement, the real success of Alibaba Group was still on the horizon. 2010 brought a new dimension of success to the digital shopping conglomerate as it was the year when another business line was introduced, having received the name of AliExpress online platform. This global retail marketplace was an entirely new level of business operations activities of Alibaba Group as it offered the unprecedentedly wide range of goods of different fields and values, featuring billions of products and services that could be purchased directly from Chinese manufacturers or wholesalers (Laughland, 2016). The digital platform facilitated the needs of many …

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