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e.bay competitive strategy and matrix analysis
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eBAY
S/LT ADEEL PN
MR. SHAFEEUDDIN
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SCHEME OF PRESENTATION
History IntroductionCompany profileBusiness modelAcquisition of PAY PALCompetitorsFinancial analysisSWOT analysis5 force analysisRecommendations
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HISTORY
• 1995 – founder Pierre Omidyar, graduate from Tufts University, encouraged by his wife’s hobby.
• Skoll, Omidyar’s partner joined him as first president.
• 1996 – incorporated in San Jose, CA• Sept. 1998 – eBay first IPO. $18 per stock.• 97, Meg Whitman, joins as CEO. HBS
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INTRODUCTION
An online auction platform that facilitates transaction between buyers and sellers of goods and services
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MISSIONMISSIONeBay's mission is to help practically anyone trade practically anything on earth.eBay's mission is to help practically anyone trade practically anything on earth.
MARKETMARKET
eBay enables trade on a local, national and international basis. It features a variety of international sites, specialty sites, categories and services
eBay enables trade on a local, national and international basis. It features a variety of international sites, specialty sites, categories and services
COMPANY PROFILE – Mission & market
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BUSINESS MODEL
Seller uploads the picture and description of the item to be sold.
Sale ends at predetermined time.High bidder and seller contact each other and
make arrangements of shipment.Buyer sends funds to seller {money order, check,
PayPal}, seller sends goods.Buyer and seller then grade each other through
feedback forums.
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Business Model – reason for eBay’s success
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Largest Online Trading ForumLargest Online Trading Forum
Compelling Trading EnvironmentCompelling Trading Environment
Trust and Safety ProgramsTrust and Safety Programs
Cost-Effective, Convenient TradingCost-Effective, Convenient Trading
Strong Community AffinityStrong Community Affinity
Intuitive User ExperienceIntuitive User Experience
Seller Seller
• Browsing and bidding
Is free of charge
• Non refundable Insertion Fee
• Additional listing options to promote
• Final Value Fee
Business Model
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Buyer Buyer
ACQUISITION OF PAYPAL
PayPal uses existing electronic infrastructure of bank accounts and credit cards to allow “small” monetary exchanges online.
Its convenient for small businesses and individuals, because they can collect online payments without difficult set-up.
eBay acquired PayPal in 2002 and has integrated it throughout its website as a payment option for auctions.
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MAJOR SERVICES AND FEATURES Authentication ServicesGet a second opinion on your item by using outside expertise.
Verified Rights Owner (VeRO) ProgramMake sure that items do not violate intellectual property rights as there may be liability involved.
Dispute ResolutionAn independent service that provides a neutral place to work out disputes online efficiently and effectively.
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• eBay Professional Services Professional Services on eBay serves the fast growing and fragmented small business marketplace by providing a destination on eBay to find professionals
• eBay Local Trading eBay has local sites in 60 markets in the U.S. These localized eBay sites allow users to easily find items located near them and browse through items of local interest
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MAJOR SERVICES AND FEATURES
MAJOR SERVICES AND FEATURES
eBay Premier eBay Premier is a specialty site on eBay, which showcases fine art, antiques, fine wines and rare collectibles from leading auction houses and dealers from around the world
eBay Live Auctions Live Auctions provides live, real-time online bidding on items being sold on the sales floor of the world's leading auction houses
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COMPETITORS
Amazon
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Buy.com
Yahoo!
MSN
Wal-Mart
Macy’sSam’s Club
Autobytel.com
Dell
Home Depot
eBay’s broad-based competitors include the vast majority of traditional dept and general merchandise as well as emerging online retailers
AOL
eBAY VERSUS YAHOO FOR SELLERS(1/2)
eBay YahooMaximumDuration 10 Days 14 Days
Ending
Time
eBay auctions end at the time the auction was created
Yahoo allows you to set the ending time within a one-hour range.
Feebased on the starting or reserve price of an item each time an item is listed
not charge any fees for listing auction items to the buyer or seller
Commissions
up to five percent of the final closing price fee for reserve auctions
to the buyer or seller when an item is sold
Chances ofBuy & Sell More likely Less likely
When a new Item Is posted
a page for the item gets created immediately,but it can take several hours before the item gets added to the list of items and is searchable
a page for the item is createdimmediately. The item is also added tothe list of items and is searchable immediately.
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eBAY VERSUS YAHOO FOR BUYERS
eBay YahooItems Over 6 times more items A lot fewer items
Charging for posting
Yes No
UnusualThing
More likely to find Not have as wide or deep of a selection
SearchTitles or titles & descriptionCan limit within a category
Browsitems
By title or by picture (if designated as part of the gallery )
Space for
pictures
Not provide space for pictures:You must place your picture files On some other site
Provides free space for auction itemPictures, so more items have picturesFor you to see
Titles or titles & descriptionCan limit within a categoryBy title or by picture
Insurance
Automatic insurance for sales
Not offer insurance
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eBAY VS. COMPETITION- FACTS
eBay had great first mover advantage and brand name establishment in the U.S.
Google could also be a potential competitor but management does not see it as threat.
In the International markets though, Yahoo moved in first and EBay is suffering from that still.( Japan and other south Asian markets.
Amazon and yahoo stole most of the market share during three ebay crashes during 99.
EBay does have its supremacy in the U.S. with yahoo, Amazon and Google following leaders.
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THREATS OR ISSUES
• Bargaining power of suppliers.• Substitutes product or services such as b2b,
b2c service providers.• Increasing competition from Amazon and
yahoo.• No barrier to entry in the industry.• Buyer-seller frauds• Technology failure or/and change
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eBAY’S REVENUE
0
500
1000
1500
2000
2500R
ev
en
ue
($
mil.
)
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1997 2010
FINANCIAL ANALYSIS - REVENUE & NET INCOME
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86129
224724
431424
0
100000
200000
300000
400000
500000
1998 1999 2000
Revenue(1000$)Revenue(1000$)Revenue(1000$)Revenue(1000$) Net Income(1000$)Net Income(1000$)Net Income(1000$)Net Income(1000$)
7273 9567
48294
0100002000030000400005000060000
1998 1999 2000
PROFIT OPPORTUNITY IN PROCESS
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Requirement
Deliveryprofit
E-moneyProfit
TradingProfit
Listing Profit
SellingProfit
AdvertisingProfit
Delivery
Payment
Trading
Listing
Searching
2% of Total Revenues(2000)
89% of TR
9% of TR
New profit opportunity
REASON FOR SUCCESSMature and diverse board of directors
7 outsiders, 1 insider, 1 related insiderStrong management team lead by
Meg Whitman. Senior staff consists of experienced managers from companies such as PepsiCo and Disney with an average of 20 yrs. of business experience and a strong vision for the company.
Brand name development eBay has carefully developed a brand name based on
ease and trust. They have created the defector online trading platform.
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SWOT MATRIX
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COMPETITIVE PROFILE MATRIX (CPM) OF eBAY
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COMPETITIVE PROFILE MATRIX (CPM) OF eBAY:
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EXTERNAL FACTOR EVALUATION MATRIX )EFE) OF Ebay :
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SPACE MATRIX
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SPACE MATRIX:
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BCG MATRIX
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5 FORCE ANALYSIS
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Bargaining powerBargaining power
of Suppliersof Suppliers
Bargaining powerBargaining power
of Suppliersof Suppliers
Threat of substituteThreat of substitute
Products or servicesProducts or services
Threat of substituteThreat of substitute
Products or servicesProducts or services
Rivalry amongRivalry among
Existing CompetitionExisting Competition
Rivalry amongRivalry among
Existing CompetitionExisting Competition
Barriers to entryBarriers to entry
BuyersBuyers
(GM, HP…)
(B2B, B2C, C2B,off-line…)
(Yahoo, Amazon …)
(GE..)
SERVICE
GLOBAL…
SYSTEM
To Be the World Leader in e-Market PlaceTo Be the World Leader in e-Market Place
BUSINESS
MODEL
RECOMMENDATION
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eBay : 22.0M users, 265M items
RECOMMENDATION
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Back GroundBack Ground Depending on the category of product Increasing of Community power Trust issues between buyers & sellersTrust issues between buyers & sellers
Depending on the category of product Increasing of Community power Trust issues between buyers & sellersTrust issues between buyers & sellers
StrategyStrategy
Things
To
Do
Things
To
Do
Broaden the eBay Trading PlatformFoster eBay Community AffinityEnhance Features and Functionality
Broaden the eBay Trading PlatformFoster eBay Community AffinityEnhance Features and Functionality
Target key product categories for special users Develop new community tools Enhance the community for women and old peoples Add new features and services to help trade with greater ease Expand Value-Adds Services ( community purchase) Increase the Trust and Safety Programs
Target key product categories for special users Develop new community tools Enhance the community for women and old peoples Add new features and services to help trade with greater ease Expand Value-Adds Services ( community purchase) Increase the Trust and Safety Programs
ServicesServicesServicesServices
RECOMMENDATION
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Back GroundBack Ground Growth rate Decreases To utilize the advantages of internet in globalization
Growth rate Decreases To utilize the advantages of internet in globalization
StrategyStrategy
Things
To
Do
Things
To
Do
Homogeneity global market Different strategies to enter new international markets
Homogeneity global market Different strategies to enter new international markets
Enforce Marketing in foreign countries Provide unified site and URL in each country Introduce country-specific services Choose from building solely, acquiring a company or
partnering with strong local companies
Enforce Marketing in foreign countries Provide unified site and URL in each country Introduce country-specific services Choose from building solely, acquiring a company or
partnering with strong local companies
GlobalizationGlobalizationGlobalizationGlobalization
RECOMMENDATION
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Back GroundBack Ground Limit of P2P market size Great potential market of B2C and B2B A new, rapidly evolving and intensely competitive area
Limit of P2P market size Great potential market of B2C and B2B A new, rapidly evolving and intensely competitive area
StrategyStrategy
Things
To
Do
Things
To
Do
Expand Business Model from P2P to B2C and B2B Good relationship with partner
Expand Business Model from P2P to B2C and B2B Good relationship with partner
Have a partnership with bank, c-card,e-money, mobile
communication company, Google etc Expand gradually Business model from P2P to B2C Develop the eBay's private brand product.
Have a partnership with bank, c-card,e-money, mobile
communication company, Google etc Expand gradually Business model from P2P to B2C Develop the eBay's private brand product.
Business Model & Strategic allianceBusiness Model & Strategic allianceBusiness Model & Strategic allianceBusiness Model & Strategic alliance
RECOMMENDATION
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Back GroundBack Ground 15 System downs between Aug 2008 and Nov 2009 The threat of Hacking ( Deny of services ) The cost of system failure is so big
15 System downs between Aug 2008 and Nov 2009 The threat of Hacking ( Deny of services ) The cost of system failure is so big
StrategyStrategy
Things
To
Do
Things
To
Do
Adapt to changing technologies and industry standard Achieve to stability, availability and efficiency
Adapt to changing technologies and industry standard Achieve to stability, availability and efficiency
Build backup system for important system such as CPU
Disk,D/B, Network System, Power, Communication Line Downsize the computer system from Mainframe-level Sun
to Linux ( ex: Google has 4,000 Linux server) Acquire specialist for System, DB, Network,Program and etc Invest more money on System Infrastructure
Build backup system for important system such as CPU
Disk,D/B, Network System, Power, Communication Line Downsize the computer system from Mainframe-level Sun
to Linux ( ex: Google has 4,000 Linux server) Acquire specialist for System, DB, Network,Program and etc Invest more money on System Infrastructure
System InfrastructureSystem InfrastructureSystem InfrastructureSystem Infrastructure
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