sample case analysis report
TRANSCRIPT
Case
On
A Little Electronic Magic at Alibaba.com
International Business
IBS- 363
Prepared for
K.M. Raziuddin Taufique
Assistant Professor
School of Business
Prepared by
Mahmudul Hasan Rony ID: 073-154-025
Md.Mahbub Hossain ID: 082-003-025
Md. Sazzad Hossain ID: 082-069-025
Tanvir Ahamed ID: 082-070-025
Md. Khalid Hossain ID: 082-114-025
Md. Nurul Islam ID: 082-208-025
18 March 2011
A Little Electronic Magic at Alibaba.com
Letter of Transmittal
18 March, 2011
To
K. M. Raziuddin Taufique
Assistant Professor
School of Business
Sub: Submission of Case on Alibaba.com.
Dear Sir,
We would like to thank you for giving us the privilege of conducting the case on
“A little Electronic Magic at Alibaba.com”.
Within this short period, we tried our level best to make this case a successful one. Preparation of this case has enriched our conception on the above subject and has helped us in getting a thorough understanding about International Business. The practical exposure while on this case helped our team of bridge the academic work and the practical knowledge. We have prepared a case on how to handle the situation mentioning in the case while doing business internationally.
Although it was not an easy task, particularly the information collection phase was full of many tough experiences but we enjoyed and learned a lot in the process of carrying out that report. Then we tried our best to finish this case according to all of your requirements. We hope this case will meet your expectations. We will welcome any clarification and suggestion regarding this report.
Sincerely yours,
Mahmudul Hasan Rony ID: 073-154-025
Md.Mahbub Hossain ID: 082-003-025
Md. Sazzad Hossain ID: 082-069-025
Tanvir Ahamed ID: 082-070-025
Md. Khalid Hossain ID: 082-114-025
Md. Nurul Islam ID: 082-208-025
Acknowledgement
This is too tough to prepare a case study without guidelines & help of others. For
preparing this case study we took help from some people. First of all, we would like to
convey our sincerest thanks to our course instructor of IBS-363(International Business
Studies), K.M. Raziuddin Taufique. For being provided and equipped with all kind of
knowledge and guidelines to prepare this case. Without his guidance and support, solving
this case would be a lot more difficult. The thought and focused guidance that our
instructor has provided us from the academic and professional perspective helped us
immensely while solving this case. In addition, we would like to give cordial thanks to
my others class mates. They provided us a lot of related information about alibaba.com.
So we are really grateful for their valuable time, constructive opinion, support and
encouragement. We also give thanks to our group members for providing knowledge,
hard working passions and various suggestions for solving this case.
Table of Content
Content Page No.
1.Introduction 1
1.1 Case summery 1
1.2 Alibaba.com overview 2-5
2.Choosing Strategy 6
2.1 SWOT Matrix 6
2.2 Confrontation Matrix 7
2.3 Confrontation analysis 7-8
2.4 Conclusion 8
3.Case Analysis 8
3.1 Benefits and Costs of alibaba.com 8-9
3.2 Speculation 9-10
3.3 Compare and contrast other sites 10
3.4 Analyze the process 10
3.5 Transparency 10-11
4.Recommendation 11
5.Conclusion 11
Reference 12
Appendix 13-14
List of illustration
Serial No. Content Page No.
Figure
1 General information of Alibaba.com 2
2 Business structure of Alibaba.com 4
3 Buying and Selling process ofAlibaba.com 5
4 Benefits of Alibaba.com sites 9
5 Costs of Alibaba.com site 9
Table
1 SWOT matrix of Alibaba.com 6
2 Confrontation matrix of Alibaba.com 7
1. Introduction
Alibaba.com is the world's largest online B2B trading platform for small businesses.
Paragraph 1.1 provides short summary of the case.
1.1Case Summery
E-commerce is easy to engage, provides faster and cheaper delivery of information,
generates quick feedback on new products, improves customer service, accesses a global
audience, levels the field of competition, and supports electronic data interchange (EDI)
with both suppliers and customers. Alibaba.com is the word largest online B2B
marketplace for both imports and exports. Alibaba founded in 1999 by Mr. Jack Ma, who
has been dubbed the father of the Chinese internet. This is the site known for leading the
e-commerce of China on both an international and domestic level. Alibaba.com is also
the parent company for China’s most used payment method called AliPay and Yahoo!
China.
Other web sites that have created similar online marketplaces include
www.global.kita.net focused on products from Korea, www.trade-India.com for Indian
products, and www.europages.com for Europe. These electronic trading venues have
changed the mechanics of importing and exporting and opened up tremendous
opportunities, especially for smaller enterprises. The impact has been especially dramatic
for small Chinese manufacturers, who now have ready access to a global market for their
products. Alibaba enables smaller companies with import and export ambition but
shoestring budgets to reach the global market. More specifically, most of Alibaba’s users
are SMEs in developing countries around the world. Operationally, buyers around the
world use Alibaba to find potential suppliers that often have some of the lowest costs in
the world. Increasingly, as sites like Alibaba inject more transparency into trade, buyers
worry less about fraud. Users of Alibaba, like those on similar e-commerce sites, post
information about their companies on the site and access information about the reliability
of other users.
Mr. Jack Ma found the chance to expand the historic outward flow of China products to
the world to include flows throughout the world.
1.2 Alibaba.com Overview
In this paragraph there will be a short review on alibaba.com.
1.2.1 General Information
Type e-commerce
Industry Internet
Founded jack Ma, China (1999)
Headquarters 699 Wang Shang Road,
Bingjiang District,
Hangzhou, 310099, China
Owner(s) Alibaba Group (owns 70%)
Website http://www.alibaba.com/
Figure-1: General information of Alibaba.com
Companies in Alibaba Group
Alibaba.com (HKSE: 1688) - publicly traded company in e-commerce for small
businesses (B2B market place)
Taobao .com - online retail marketplace
Alipay - third-party online payment platform
China Yahoo! - - one of China’s leading internet portals
1.2.2 What is Alibaba.com?
Alibaba.com is an international directory of suppliers from all around the world. The
most common reason for using alibaba’s is so that companies can locate manufacturers
and suppliers in foreign countries. These products can then be imported to save money
and increase profit margins. The alibaba’s site is very easy to use and there are a number
of tools to make finding exporters very easy.
Searching for a product will bring up a list of potential suppliers who produce similar
products to the consumer are looking for. Consumer can then contact the suppliers using
instant messenger and email messages. The deal will then be handled by the supplier
themselves.
1.2.3 Product Pricing
The prices for different products on Alibaba will vary depending on the supplier that
consumer import from and the number of products consumer want to purchase.
1.2.4 Membership
In order to use alibaba consumer will have to sign up and register for an account.
Accounts are free to register and it only serves as a directory listing various companies of
interest.
1.2.5 Education and Support
Alibaba simplifies the whole process because the site is very easy to use. Education and
support are both well catered for on alibaba. Alibaba also has a really helpful forum
where consumer can ask other people advice. This is especially useful when importing
products because everybody has different circumstances. Consumer can also use this
forum to help consumer understand exactly what duties and taxes consumer will be
expected to pay.
1.2.6 Who is the site suitable for?
Alibaba.com is a different type of directory site because it lists international
manufacturers. This means that consumer can use this site if consumers are interested in
importing products from a foreign country. Importing is complicated however alibaba
makes it possible for anyone to import. This makes it possible to maximize consumer’s
profit margins by reducing consumer’s costs.
1.2.7 Alibaba.com Features and Benefits
- Helpful online forum to get advice
- Online guides to teach consumer the basics
- Find suppliers in foreign countries
- Import products at lower costs
- Make greater profit margins
1.2.8 Business Structure and Operations
Figure-2: Business structure of Alibaba.com
Alibaba.com also offers business management software and Internet infrastructure
services for businesses across China. Alibaba.com has offices in more than 60 cities
across China, Taiwan, Hong Kong, India, Japan, Korea, Europe and the United States.
In July 2010, Alibaba.com bought U.S. e-commerce site Vendio Services Inc., making its
first major U.S. acquisition. In November 2010, Alibaba.com is a founding partner of
Globaltrade.net, a new marketplace for the international trade service providers. Third
quarter 2010 profit of Alibaba.com stood at 366 million yuan, up from 236 million yuan a
year ago.
1.2.9 Listing in Stock Exchange
Alibaba.com was listed in the Hong Kong Stock Exchange at the IPO price of HK$13.5
on 6 November 2007. The offering raised HK$13.1 billion (US$1.7 billion) in the biggest
IPO at the time since Google Inc's offering on the NASDAQ. It closed at HK$39.5, more
than 190% higher than the offer price.
1.2.10 Strategic Partner
Alibaba.com is represented by Ludatrade.com in Brazil.
1.2.11 Buying and Selling process
Figure-3: Buying and Selling process of Alibaba.com
2. Choosing Strategy
In paragraph 2.1 there will be a SWOT matrix presented and after this the confrontation
matrix can be given in paragraph 2.2. In paragraph 2.3 confrontation matrix analysis is
given.
2.1 SWOT- Matrix
Table- 1: SWOT matrix of Alibaba.com
Strength Weakness
How to Buy
Step 1
Search Products
Step 2Contact Suppliers
Step 3 Check Messages
How to Sell
Step 1
Join Alibaba.com
Step 3Display Products
Step 2Get a Website
S1: World largest online B2B marketplace
S2: Less possibility about fraud on exporting
and importing process
S3: Organized more than a thousand product
categories each with many subcategories
S4: Finding suppliers at a lowest cost
W1: More depended Chinese market
W2: Only who are familiar the technology they
doing export and import
W3: Use less promotional tools
Opportunity Threat
O1: More technological Advance
O2: Advantage of globalization
T1: Competitors of other e-commerce sites
T2: Lacking of secrecy
2.2 Confrontation matrix
In the confrontation matrix the different strength, weakness, opportunities and threats are
confronted with each other. It is built in the basis of the SWOT matrix:
Table-2: Confrontation matrix of Alibaba.com
O1 O2 T1 T2
S1 ++ + - -- 0
S2 + 0 0 - 0
S3 ++ ++ -- - +1
S4 + + 0 0 +2
W1 0 -- 0 + -1
W2 - 0 0 0 -1
W3 0 0 - 0 -1
+5 +2 -4 -3
2.3 Confrontation matrix analysis
S1 & O1 = (++)
Now a day’s global world runs by technology. Day by day world is becoming more
technological advance. That advance technology creates an advantage for make the trade
easier and cheaper. Alibaba.com should take the advantages to the purpose of more
expand their B2B marketplace.
S3 & O1 = (++)
Technological advance create an opportunity to persuade the global supplier registered on
Alibaba.com and increase the product categories for potential buyers.
S3 & O2 = (++)
Globalization influence buyers and sellers make an interdependent relationship. That
result creates an advantage, which advantage Alibaba.com, should take to increase their
supplier to the purpose of more organized product and sub product categories.
W1 & O2 = (--)
Present world is globalized world. Globalization increase trade across the world but most
of the supplier’s of Alibaba.com, are china based manufacturers.
S3 & T1 = (--)
Alibaba.com, one of the strength is they organized thousand type of product categories
with each subcategories by registered free of suppliers. But threat is that other
competitors of e- commerce sites are developed their service and using more promotional
tools. After sometime that action of other competitors should create a affect on alibaba’s
supplier.
S1 & T2 = (--)
Alibaba.com, access their information easily to the potential foreign buyers on the
supplier’s company profile and product profile. That creates an opportunity to the
competitors to get information easily which can be great threat of that supplier’s
company.
2.4 Conclusion
The main conclusion from the confrontation matrix is that opportunity should be
combined the strength. Alibaba.com should make a possibility to reach a comfort zone,
where no external threat or competitors can be affecting their business.
3. Case Analysis
In paragraph 3.1-3.5 analysis the case.
3.1 Alibaba.com provides lot of benefits, that’s why the site takes a number one position.
In the below the benefits and costs of Alibaba.com are shown-
Figure-4: Benefits of Alibaba.com sites
Figure-5: Costs of Alibaba.com site
Grieve is a small firm located near Chicago, Grieve Corporation manufactures laboratory
and industrial ovens, furnaces, and heat processing systems for the U.S. market. When
moving into international markets have proved to be a major factor in the firm’s
continued growth and success. Companies like Grieve need to make web sites such as
Alibaba.com a central part of their export strategy. The benefits of using these services
reduce the costs and profit will make grater.
3.2 Yes it is reasonable because the rapid growth of the use of these sites and the
corresponding increase in trade among SMEs, it is very reasonable to speculate that
eventually most trade between SMEs might take place in this context. Our inclination to
consider importing and exporting rises dramatically with powerful tools such as these at
our disposal.
Benefits of Alibaba.com sites
Help to purchase high quality product at a low cost
Access to many suppliers/buyers
Quick transaction
More transparency in transaction
Lower risk of fraud
Easy to make contacts with SMEs
Get thousand of product categories with subcategories
Helpful online forum to get advice
Online guides to teach consumer the basics
Import products at lower costs
Make greater profit margins
Costs of Alibaba.com sites
Listings are free
Searches are free
Personalized Web pages cost additional
Certification costs some
3.3 Compare and contrast these web sites are-
Alibaba has a Chinese emphasis and focus, while Trade-India is of course
directed to India and Europages to Europe.
Of the three, Alibaba has the broadest appeal, but all are very useful.
Trade-India gives more direct access to product catalogs for some companies,
but does not have the certification and authentication features of Alibaba. Also,
the Alibaba contact templates are much more user friendly than both Trade-India
and Europages.
Europages is available in many different languages, while the others are more
limited and are mostly in English.
3.4 The using Alibaba.com process is very easy, useful, and has tremendous potential value.
Because-
It takes only seconds to find a long list of potential suppliers.
One drawback is the urge to contact too many suppliers to find the best possible
terms.
The method of contact is made very easy by the use of templates and drop-down
menus that help to standardize requests. If the suppliers will respond to these
requests in a timely manner, the process has huge potential value.
3.5 Alibaba.com sights increase transparency and reduce the risk of fraud. Alibaba allows
suppliers to post information about their companies, including video tours of their
facilities. Buyers can access Alibaba’s basic screening and background checks on its
registered users. Too they can access the seller’s posted references, like one from the
seller’s bank, to verify the seller’s status.
In addition, Alibaba has developed the TrustPass designation. In order to obtain this
designation, companies must pass an authentication and verification test from a third-
party credit agency. Also available is the “Gold Supplier” designation, which also
requires third party verification of trustworthiness. These mechanisms greatly reduce the
risk of fraud, but do not eliminate it entirely. Mechanisms such as letters of credit should
still be used to safeguard transactions from commercial risk.
4. Recommendation
After case analysis we find out some recommendation, which create an opportunity to the
Alibaba.com. This are-
Create B2C marketplace. Because Alibaba.com lists international manufacturers. This
means that consumer can use this site if individual consumers are interested in importing
products from a foreign country.
Use more promotional tools by social websites, magazines, event marketing also.
5. Conclusion
Right this moment the present world is imagining a global village. Technology advancement is
one of the key factor globalization. Technology helps business in various ways which reduce
time and cost .E-commerce is such a site where we can do business without any trade barrier.
Alibaba.com is e commerce based web site. Alibaba.com is the world's largest online business-to
business trading platform for small businesses. Alibaba.com offers a transaction-based wholesale
platform, which serves smaller buyers seeking fast shipment of small quantities of goods. It
claims it had more than 50 million registered users in more than 240 countries and regions.
To sum up the case we can get e-commerce is a strategy, which strategy use Jack Ma, and
created an opportunity to transform Alibaba.com from a China-focused e-commerce provider
into a global Web marketplace. That’s result in future the chance to expand the historic outward
flow of China products to the world to include flows throughout the world.
References
Daniels Jhon D.Radebaugh Lee H. and Sullivan Daniel P. International Business: Environment
and Operations, 11th Edition. PEARSON Education.
“Alibaba.com to buy U.S. e-commerce site Vendio”. [June 24, 2010].
http://www.globaltrade.net/partners.html [June 24, 2010]
http://www.thestandard.com.hk/news_detail.asp?
we_cat=2&art_id=104877&sid=30272217&con_type=1&d_str=20101112&fc=8 [June
24, 2010]
www. encyclopedia center.com [June 24, 2010]
http://www.tradeindia.com/ [June 24, 2010]
http://www.alibaba.com/ [June 24, 2010]
http://www.europage.com/ [June 24, 2010]
www.naturesworkshop.com.au [June 24, 2010]
http://www.alibaba.com/trade/advancesearch?advancedSearchText [June 24, 2010]
resources.alibaba.com › ... › Industry Knowlege › Chemicals Knowledge [June 24, 2010]
ask.alibaba.com/.../804353147-How-do-I-find-transparent-yoga-ball.htm/ [June 24, 2010]
Appendix
Question of Case-
1. List, in separate columns, the benefits and costs of using sites like Alibaba’s to trade
internationally. What does your analysis say to companies like Grieve (in our opening
case) as they think about their export strategy?
2. Is it reasonable to speculate that eventually most trade between small- and medium-sized
firms might take place in the context of sites like Alibaba.com? If so, does that influence
your inclination to consider importing and exporting?
3. Visit www.alibaba.com, www.trade-india.com, and www.europages.com. Compare and
contrast these Web sites.
4. Visit www.alibaba.com, go to “Advanced Search,” and enter the product you seek in the
relevant box. Select required criteria and click on “Search.” Review the list of companies
that qualify and find a suitable one. Analyze this process for ease, usefulness, and
potential value.
5. How transparent do sites like Alibaba.com make the import-export transaction? Would
you still worry about fraud?
Development History of Alibaba.com
In December 1998, Jack Ma and other 17 founders released their first online
marketplace named "Alibaba Online".
From 1999 to 2000, Alibaba Group raised a total of US$25 million from SoftBank,
Goldman Sachs, Fidelity and some other institutions.
In December 2001, Alibaba.com achieved profitability.
In May 2003, Taobao was founded as a consumer e-commerce platform.
In December 2004, Alipay became an independent business.
In October 2005, Alibaba Group took over the operation of China Yahoo! as part of
its strategic partnership with Yahoo! Inc.
In November, 2007, Alibaba.com successfully listed on the Hong Kong Stock
Exchange.
In April 2008, Taobao established Taobao Mall, a dedicated B2C platform, to
complement its C2C marketplace.
In September 2008, Alibaba Group R&D Institute was established.
In September 2009, Alibaba Group established Alibaba Cloud Computing in
conjunction with its 10-year anniversary.
In May 2010, Alibaba Group announced a plan to earmark 0.3% of its annual
revenues to fund environmental protection initiatives.
Review Grieve Corporation
A small firm located near Chicago, Grieve Corporation manufactures laboratory and industrial
ovens, furnaces, and heat processing systems for the U.S. market. Grieve began losing business
as (i) foreign competitors began to penetrate the U.S. market and (ii) its customers began to
move overseas and started sourcing locally. With the help of the International Trade
Administration of the U.S. Department of Commerce, Grieve was able to identify potential Asian
distributors. During a business trip to Asia, the president of Grieve met with potential candidates
and successfully recruited exclusive agents for each country visited. Once Grieve had gained
sufficient experience in the Asian market, export activities were expanded to other regions.
Moving into international markets has proved to be a major factor in the firm’s continued growth
and success.
Appendix
Confrontation table 2.0
-- The two opposites have a high negative interaction effect
- The two opposites have a low negative interaction effect
0 The two opposites have neither a positive nor a negative interaction effect
+ The two opposites have a low positive interaction effect
++ The two opposites have a high positive interaction effect