The Alibaba Group and Online to Offline (O2O) Sales

Case Solution

Neil Bendle, Xin Shane Wang, Xiaoqian Vivian Chen
Ivey Publishing ()

In the fall of 2014, Alibaba Group, an e-commerce company that operates domestic and international markets and offers Internet-based services from its headquarters in Hangzhou, China, surprised the world with its record initial public offering on the New Stock Exchange. York. . The company’s business plan differs from other major Internet companies such as Amazon and eBay in its strategies that are tailored to the specific circumstances of the Chinese economy and Chinese consumers. Now, the executive team is committed to achieving the next big thing by developing its business online and offline, a market sector valued at $ 1 trillion in the era of the mobile Internet. However, the company faces stiff competition from Tencent, the other Internet titans in China. How can Alibaba integrate online and offline activities to increase sales and improve the customer experience, thereby improving its bottom line?

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