Alibaba TIF Marketing Strategy

Thinking Through Marketing

Pretend that you are the Chief Marketing Officer at Alibaba.

Provide an example of how Alibaba works in conjunction with the Chinese government in executing its market strategies.

Explain what “Singles Day” is in China, and how that particular holiday is important to Alibaba strategy.

Explain how Alibaba uses Tmall to attract American partners.

Marketing Mix Exercise:

Outline a detailed marketing strategy for Alibaba that will help them penetrate the US market.

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