Please give me some hint for part 2 Identify issues/opportunities. I have read the case but I couldn't figure out anything relate to fragmentation and integration

Case 1 - Alibaba; China's answer to eBay and Amazon

(1) Describe the factors that make Alibaba a success in the Chinese market

(2) The company plans to continue diversifying to secure revenues exploiting the social trends of Chinese consumers. Identify issues/opportunities that may arise in integrating and fragmenting the Chinese consumer market as well as the global marketplace.

(3) Describe how social media research could facilitate the firm's business growth in the global marketplace.

(4) Based on your analysis of the case study, make four key recommendations for a future firm to be successful in the global marketplace