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Strategic
Evaluation
   of eBay


Competitive and Dynamic Rivalry
           Personal Assignment
          Pramita Wardani
              1140003121
                            1
About eBay
eBay positioning


External Environment Analysis
PESTEL

Industry Analysis
Strategic Group Mapping
Industry Trends
Porter 5 Forces

Internal Analysis
SWOT
Value Chain Model


Competitive Strategic Movement
Analysis
eBay Strategy


Conclusion and Recommendations



                                 2
About eBay
eBay positioning




                   The World's Online Marketplace
                   for the sale of goods and services by a diverse community of
                   individuals and businesses, provide a global trading platform where
                   practically anyone can trade practically anything.
                    Founded in September of 1995 , eBay.com is a global online marketplace
                     where practically anyone can trade practically anything.
                    eBay Inc. has a global presence in 39 markets, including the U.S.
                    Marketplaces have approximately 104 million active users worldwide.
                    Marketplaces net revenues totaled $1.8 billion in Q2 2012.
                    In Q2 2012, gross merchandise volume (GMV), the total value of all
                     successfully closed items on eBay Inc.’s trading platforms, was $ 16 billion .
                    eBay.com users worldwide trade $2,080 worth of goods on the site every
                     second.
                    The most expensive item sold on eBay to date is a private business jet for
                     $4.9 million




                                                                                                 3
About eBay
eBay positioning


                   eBays also owns :
                   as Pay Pal, Skype (it was sold in 2009, but eBay still owns 30% of the
                   share), iBazar, etc




                    The eBay’s revenue streams are from :
                    •   Insertion fees
                    •   Promotional fees
                    •   Final value fee


                    Logo transformation :




                        1995-2012                                2012                       4
About eBay
eBay positioning




                   5
External Environment Analysis
PESTEL




                                6
PESTEL
                                               e-Commerce is a big business that collects many money.




 The legal aspects in every                                                The economic growth is
     country are different.                                                relatively low or even negative
     eBay must aware and                                                   in western countries and
    adapt quickly through                                                  furthermore Europe but as an
             this situation.                                               emerging economic force, Asia
                                                                           and in this case China is having
                                                                           a really good economic
                                                                           growth, even Indonesia is
                                                                           having a raise in GDP.




internet is relatively easy to                                             •   social networkers are
          get nowadays, and                                                    also expanding as well.
      the implementation of                                                •   People lifestyles are also
    technology have endless                                                    changing
                     potential


                                 Emerging of internet
                                 technology applications
                                                                                                     7
Industry Analysis
 Strategic Group Mapping
 Industry Trends
 Porter 5 Forces




                            8
Strategic Map Group
Strategic Group Map of Online Retail Industry in year 2012


            Strong

                   Brand Awareness/Reputation




            Weak
                                                Broad   Number of Product Categories   Narrow



                                                                                                9
Industry Trends




                  10
•    Nowadays, many companies who has physical store now
    Porter’s 5 Forces                                                are expanding in the online shopping industry. Those
                                                                     companies are more trustable than the online shopping
                                                        HIGH         who has no physical store.

                                                               Potential New Entrants

                    HIGH                                                                                                               HIGH
                                                                                                                                       •   eBay customers
•   Suppliers have a
                           Suppliers Bargaining Power
                                                                    Industry Rivalry                                                       have the option of




                                                                                                             Buyers Bargaining Power
    medium power in
                                                                                                                                           buying the products
    the sense that much
                                                                                                                                           and services they
    of eBay’s own
                                                                                                                                           desire on the
    inventory could be
                                                                                                                                           hundreds of
    obtained from
                                                                                                                                           thousands of other
    numerous suppliers
                                                                                                                                           retail web sites on
    across the country
                                                                                                                                           the internet.
    or even across the
    globe.                                                                   HIGH
                                                         •   eBay has countless competitors, and
                                                             since Amazon offers such an extensive
                                                             selection there are more companies
                                                             competing with its products and
                                                             services.

                                                                    Substitute Products
                                                         HIGH
                                                                     •   There are a lot of companies that can substitute eBay.
                                                                         Most of the companies have a physical store and also
                                                                         online store.                                                                11
Internal Analysis
•   SWOT
•   Value Chain Model




                        12
SWOT




                                     Strengths                           Weakness
                                     •   eBay is the leading global      •   System breakdowns could
                                         brand for online auctions           affect the trading activities of
                                                                             eBay
Opportunity                          SO Strategies                       WO Strategies
•   Acquisitions provide new         •   Global expansion                •   Diversify into new product
    business opportunities                                                   markets
•   Market penetration in internet                                       •   Online verification of products
    users are increasing                                                 •   Strategic alliance with couriers
•   Changing of people lifestyle
    and habits
Threats                              ST Strategies                       WT Strategies
•   Credit card charges cant be      •   Acquisition strategy-global     • Alliance to postal services
    controlled                           expansions
•   Illegal practice                 •   Use online security protocols
                                         as like as banking for
                                         verifications of authenticity




                                                                                                          13
Value Chain Model




                              LEGAL

                           FINANCE




                                                                MARGIN
                  HUMAN RESOURCES

       Te c h n i c a l D e v e l o p m e n t + ( R & D )

                   Conversation
                  from traffic to   Auction
      Marketing                                   Peer Review
                    buyers and      Process
                      sellers




                                                                         14
Value Chain Model


Value chain analysis, comparing the competencies of eBay and amazon.com:
    Comparison               eBay                                  Amazon.com
    Competencies             Technical proficiency                 Technical   proficiency, Usability,
                             Usability                             Shipping
    Core Competencies        Bidding site                          Catalogue site, Product review,
                             Conversion rate (traffic    to        Conversion rate
                             subscribers)
    Distinctive              Peer review                           Cross-Selling
    Competencies




The main differences between eBay and amazon.com are :
    eBay                                                Amazon.com
    eBay started with used products and its now         Amazon.com started with books and then new
    expanding into new products                         products. Now it’s distributing used products as
                                                        well.
    Community focus-connects people                     Product Focus
    Virtual product, with no ownerships or              Handles physical products and takes ownership
    handling of physical products
    Facilitates transactions                            Warehousing, Packaging and delivery


                                                                                                   15
Competitive Strategic Movement Analysis
• eBay Strategy




                                          16
Ebay Strategy




            The frontal attack strategy deployed by eBay to Amazon.com:

                No     The Frontal Attack       Amazon.com                 eBay
                            Strategy
                1    Industry Segment       Online retail industry   Online retail
                                                                     industry
                2    Competitor weakness    In 1994, amazon only     In 1995, eBay sell
                                            sells book online        anything
                3    Achievement                  Amazon.com
                4    Selling Strategy       Tend to sells big-name Sells every brand,
                                            brand                  from no name
                                                                   and big brand
                                                                   name




                                                                                          17
Ebay Strategy




       The holding the ground strategy deployed by eBay and Amazon.com

 No    Holding the ground                    eBay                    Amazon.com
            Strategy
 1    Products              Sells anything                    From book, they changed
                                                              their business model and sell
                                                              anything
                            eBay started with used products   Amazon.com started by
                            and its now expanding into new    selling books and new
                            products                          product, now the sell used
                                                              products
 2    Selling system                eBay uses auction         Amazon.com used fixed
                                                              price and auction




                                                                                        18
Conclusion and
Recommendations




                  19
Conclusion and Recommendations


                              Conclusion                               Next Step
         Market               eBay market size in global is big, but   eBay must keep maintaining its market
                              many competitors are rising up           share in global and also maintain its
                              because of the fast growing market.      growth initiative as well.

         Economic of scale    eBay’s generate traffic to get      Maintain its brand image and advertising
                              subscribers                         efforts
         Vertical integration eBay already have up-and-           eBay must identify and make a selection
                              downstream integration as their     on what company could they take over as
                              competitive advantage               an acquisition, to create a stronger
                                                                  vertical integration
         Technology           The emerging of internet technology eBay must develop some software
                              applications are growing fast. eBay application that meets the need of the
                              adapt very quick in technologies,   customer using the latest technology.
                              such as eBay mobile for ipad and
                              androids.
         Communities of       Creates added value through base of Support the information through internal
         interest             additional information              communication such as newsletters for
                                                                  customers, both seller and buyers.
         Globalization        Opens new market                         Support multi language platforms or
                                                                       communicate advantage of global market
                                                                       to customers



                                                                                                           20
Strategic
Evaluation
   of eBay


Competitive and Dynamic Rivalry
           Personal Assignment
          Pramita Wardani
              1140003121
                     21
                           21

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Strategic evaluation of e bay

  • 1. Strategic Evaluation of eBay Competitive and Dynamic Rivalry Personal Assignment Pramita Wardani 1140003121 1
  • 2. About eBay eBay positioning External Environment Analysis PESTEL Industry Analysis Strategic Group Mapping Industry Trends Porter 5 Forces Internal Analysis SWOT Value Chain Model Competitive Strategic Movement Analysis eBay Strategy Conclusion and Recommendations 2
  • 3. About eBay eBay positioning The World's Online Marketplace for the sale of goods and services by a diverse community of individuals and businesses, provide a global trading platform where practically anyone can trade practically anything.  Founded in September of 1995 , eBay.com is a global online marketplace where practically anyone can trade practically anything.  eBay Inc. has a global presence in 39 markets, including the U.S.  Marketplaces have approximately 104 million active users worldwide.  Marketplaces net revenues totaled $1.8 billion in Q2 2012.  In Q2 2012, gross merchandise volume (GMV), the total value of all successfully closed items on eBay Inc.’s trading platforms, was $ 16 billion .  eBay.com users worldwide trade $2,080 worth of goods on the site every second.  The most expensive item sold on eBay to date is a private business jet for $4.9 million 3
  • 4. About eBay eBay positioning eBays also owns : as Pay Pal, Skype (it was sold in 2009, but eBay still owns 30% of the share), iBazar, etc The eBay’s revenue streams are from : • Insertion fees • Promotional fees • Final value fee Logo transformation : 1995-2012 2012 4
  • 7. PESTEL e-Commerce is a big business that collects many money. The legal aspects in every The economic growth is country are different. relatively low or even negative eBay must aware and in western countries and adapt quickly through furthermore Europe but as an this situation. emerging economic force, Asia and in this case China is having a really good economic growth, even Indonesia is having a raise in GDP. internet is relatively easy to • social networkers are get nowadays, and also expanding as well. the implementation of • People lifestyles are also technology have endless changing potential Emerging of internet technology applications 7
  • 8. Industry Analysis  Strategic Group Mapping  Industry Trends  Porter 5 Forces 8
  • 9. Strategic Map Group Strategic Group Map of Online Retail Industry in year 2012 Strong Brand Awareness/Reputation Weak Broad Number of Product Categories Narrow 9
  • 11. Nowadays, many companies who has physical store now Porter’s 5 Forces are expanding in the online shopping industry. Those companies are more trustable than the online shopping HIGH who has no physical store. Potential New Entrants HIGH HIGH • eBay customers • Suppliers have a Suppliers Bargaining Power Industry Rivalry have the option of Buyers Bargaining Power medium power in buying the products the sense that much and services they of eBay’s own desire on the inventory could be hundreds of obtained from thousands of other numerous suppliers retail web sites on across the country the internet. or even across the globe. HIGH • eBay has countless competitors, and since Amazon offers such an extensive selection there are more companies competing with its products and services. Substitute Products HIGH • There are a lot of companies that can substitute eBay. Most of the companies have a physical store and also online store. 11
  • 12. Internal Analysis • SWOT • Value Chain Model 12
  • 13. SWOT Strengths Weakness • eBay is the leading global • System breakdowns could brand for online auctions affect the trading activities of eBay Opportunity SO Strategies WO Strategies • Acquisitions provide new • Global expansion • Diversify into new product business opportunities markets • Market penetration in internet • Online verification of products users are increasing • Strategic alliance with couriers • Changing of people lifestyle and habits Threats ST Strategies WT Strategies • Credit card charges cant be • Acquisition strategy-global • Alliance to postal services controlled expansions • Illegal practice • Use online security protocols as like as banking for verifications of authenticity 13
  • 14. Value Chain Model LEGAL FINANCE MARGIN HUMAN RESOURCES Te c h n i c a l D e v e l o p m e n t + ( R & D ) Conversation from traffic to Auction Marketing Peer Review buyers and Process sellers 14
  • 15. Value Chain Model Value chain analysis, comparing the competencies of eBay and amazon.com: Comparison eBay Amazon.com Competencies Technical proficiency Technical proficiency, Usability, Usability Shipping Core Competencies Bidding site Catalogue site, Product review, Conversion rate (traffic to Conversion rate subscribers) Distinctive Peer review Cross-Selling Competencies The main differences between eBay and amazon.com are : eBay Amazon.com eBay started with used products and its now Amazon.com started with books and then new expanding into new products products. Now it’s distributing used products as well. Community focus-connects people Product Focus Virtual product, with no ownerships or Handles physical products and takes ownership handling of physical products Facilitates transactions Warehousing, Packaging and delivery 15
  • 16. Competitive Strategic Movement Analysis • eBay Strategy 16
  • 17. Ebay Strategy The frontal attack strategy deployed by eBay to Amazon.com: No The Frontal Attack Amazon.com eBay Strategy 1 Industry Segment Online retail industry Online retail industry 2 Competitor weakness In 1994, amazon only In 1995, eBay sell sells book online anything 3 Achievement Amazon.com 4 Selling Strategy Tend to sells big-name Sells every brand, brand from no name and big brand name 17
  • 18. Ebay Strategy The holding the ground strategy deployed by eBay and Amazon.com No Holding the ground eBay Amazon.com Strategy 1 Products Sells anything From book, they changed their business model and sell anything eBay started with used products Amazon.com started by and its now expanding into new selling books and new products product, now the sell used products 2 Selling system eBay uses auction Amazon.com used fixed price and auction 18
  • 20. Conclusion and Recommendations Conclusion Next Step Market eBay market size in global is big, but eBay must keep maintaining its market many competitors are rising up share in global and also maintain its because of the fast growing market. growth initiative as well. Economic of scale eBay’s generate traffic to get Maintain its brand image and advertising subscribers efforts Vertical integration eBay already have up-and- eBay must identify and make a selection downstream integration as their on what company could they take over as competitive advantage an acquisition, to create a stronger vertical integration Technology The emerging of internet technology eBay must develop some software applications are growing fast. eBay application that meets the need of the adapt very quick in technologies, customer using the latest technology. such as eBay mobile for ipad and androids. Communities of Creates added value through base of Support the information through internal interest additional information communication such as newsletters for customers, both seller and buyers. Globalization Opens new market Support multi language platforms or communicate advantage of global market to customers 20
  • 21. Strategic Evaluation of eBay Competitive and Dynamic Rivalry Personal Assignment Pramita Wardani 1140003121 21 21