本文是留學(xué)生戰(zhàn)略管理專(zhuān)業(yè)assignment范文，主要內(nèi)容是針對(duì)阿里巴巴的戰(zhàn)略分析。

Table of Contents

1.  Introduction:

For carrying out the assigned task, the organisation that has been selected is a Hong Kong based Alibaba. The firm has accomplished remarkable success through successful eCommerce strategy as Alibaba is now regarded as the world's largest Business-to-Business (B2B) marketplace at global level (Alibaba, 2009). Although, the global head quarter of the organisation is located in Hong Kong, the major operation of the country concentrates on the Chinese firms. Jack Ma in Hangzhou founded the firm in 1999 (Alibaba, 2009). Besides the provision of a marketplace for successful online transaction, the organisation has multiple portfolios that include Alisoft, Yahoo China, Taobao and AliPay. These different products are intended to fulfil different needs. For example, the Alibaba mainly concentrates on the provision of marketplace services to B2B customers for trading, the Alisoft concentrates on software, and Yahoo China concentrates on search engine services in Chinese, Taobao concentrate on commerce services for Asian customers while Alipay is an online service (Alibaba, 2009).

2. External Environmental Analysis: 5
2.1. PESTLE Analysis: 5
2.1.1. Political Factors: 5
2.1.2. Economic Factors: 5
2.1.3. Sociological Factors: 6
2.1.4. Technological Factors: 6
2.1.5. Legal Factors: 6
2.1.5. Environmental Factors: 6
3. Internal Environment Analysis: 7
3.1. Key Performance Indicators: 7
3.2. SWOT Analysis: 8
3.2.1. Strengths: 8
3.2.2. Weaknesses: 9
3.2.3. Opportunities: 9
3.2.4. Threats: 9
3.3. McKinsey Matrix: 10
3.3.1. Strategy: 10
3.3.2. Structure: 10
3.3.3. System: 10
3.3.4. Skills: 10
3.3.5. Shared Values: 11
3.3.6. Staff: 11
3.3.7. Style: 11
4. Marketing Mix Strategy: 11
4.1. Product Strategy; 11
4.2. Pricing Strategy: 12
4.3. Place Strategy: 12
4.4. Promotion Strategy: 12
5. The Operations of the Organisation: 13
6. Competitors Analysis: 14
7. Customer's Analysis: 15
8. Conclusion: 16
9. Works Cited 18