At's Case Study

Case EBay:

Nature of the Industry, Market, and Buying Behavior. The first category focuses on the organization’s marketing environment—the context in which the organization operates. Specific topics of interest include

(1) an assessment of the structure, conduct, and performance of the industry and competition

a.) The company in an Online Service Provider.

b.) Performance of the industry fluctuated a lot where as EBay maintained its profits steadily.

c.) EBay was the first mover in the industry. There was not much competion offered by other companies. Ebay had a 80% market share. The competitors specialized in product category and therefore never gave real competition to EBay.

(2) an understanding of who the buyers are and why, where, when, how, what, and how much they buy.

a.) Customers for EBay were buyers and sellers participating in mutual transactions on the website.

b.) Customers preffered online auction as it was less time consuming, easy to handle and economical.

c.) EBay allowed all products to be auctioned on their website inhibiting only controversial products like fire arms and biological organs.

d.) EBay had huge customer base. There revenue was $1.3 billion in 2002 and targeted $5Billion by 2005.

The Organization. It is important to develop an understanding of the organization’s financial, human, and material resources, its strengths, weaknesses, opportunities, and threats and the reasons for its success or failure. Of particular importance is an understanding of what the organization wishes to do. The “fit” between the organization and its environment represents the first major link drawn in case analysis. This link is the essence of the situation analysis, since it is an interpretation of where the organization currently stands. A SWOT analysis like that described in Chapter 2 might be helpful in organizing student thoughts at this point. In fact, case study questions often ask students to prepare a SWOT analysis.

1.) EBay kept...