이베이(ebay)기업분석 마케팅 전략 case study(영문판)

소개

이베이 분석입니다.

목차

Introduction
Problems, Issue and challenge
Industry and business situation
Key customers and competitors
Marketing and financial targets
SWOT analysis+TOWS analysis
Competitive advantage
Market entry modes
Strategic alliances
Conclusions and recommendations
Update case material
Evaluate and apply learning

본문내용

Website that functioned like a retail store

To generate traffic to the site in the form of both new and returning customer

To reach new customers, some online retailer partnered with shopping search engines (such as Google, MySimon, or Street Price)

The future success of eBay is dependent on the company’s ability to identify and optimally adjust to drivers of success

‣ Fixed prices
• Use of large subscriber base to move from auctions to general (online) retail
• Larger, more established competition has to be faced
• Emphasis on fixed prices?

‣ Expansion of categories vs.. focusing on using full capabilities of current categories

‣ Other issues
International expansion
Prioritization of efforts
Satisfying small and large customers

참고자료

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