Ebay Expands Around the Globe

In: Business and Management

Submitted By emjeyz
Words 526
Pages 3
Management of Marketing Channels

Case Study:
EBAY EXPANDS AROUND THE GLOBE

BACKGROUND eBay (www.ebay,com) is an online auction and shopping website wherein people can buy or sell variety of goods and services such as electronics, cars, sporting goods, clothing and apparel and etc. The company originally started in 1995 in San Jose California, and it expanded internationally by 2005.

STATEMENT OF THE PROBLEM How can eBay more improve its international expansion?

ASSUMPTIONS OF THE STUDY
There are several assumptions presented in the case: 1. eBay has succeeded in its global operations due to its playbook strategy, a “how-to” manual that included several topics such as category management, and online marketing. 2. eBay adapts to the culture of the country but retains its core elements of online business model. 3. eBay first expanded to Germany by buying an established firm. Other countries where eBay also expanded are Great briatain, Australia, Italy, Netherlands and Spain.
ALTERNATIVE COURSES OF ACTIONS 1. Profile your customers and personalize the website according to the country it serves. Pro: Profiling can help you get data of your current customer and their behavior. It can also help you to have a more focus product offerings Con: Requires additional costing and research 2. Offer various modes of payments such as payment over the counter (banks, convenience stores), debit card, cash on delivery Pro: Offering various modes of payments can increase number of customers as other people are afraid of paying online via credit card. Some people think that they might get fraud. Con: 3. Create a user friendly workspace with event notification (i.e. email confirmation to all transactions by customers) Pro: Helps customers to have an easy online shopping. Event notification gives…...

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