eBay Inc. Report

Published: September 2016
8569 Words
35 Pages

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eBay Inc. is a US-based e-commerce company and global corporation that provides consumer-to-consumer and business-to-consumer online sales platform. Founded in 1995 by Pierre Omidyar, nowadays eBay employs nearly 12,000 people worldwide, including 6200 employees in the USA. More than 160 million people buy from eBay annually and the company generated the revenues of more than USD 8.6 billion in 2015 alone.

eBay’s mission statement is ‘to be the world’s favourite destination for discovering great value and unique selection’. eBay business strategy focuses on benefiting from the first mover advantage via introducing innovative services and regularly adding new features and capabilities to existing services with the aim of enhancing user experience. The senior management led by CEO and President Devin Wenig has made a strategic decision to transfer the business from an online auction to become the largest online retailer, an area which is currently dominated by Amazon.

The e-commerce company has certain weaknesses that include dependence of the business on a range of products and services controlled by competitors such as Google, an overall complexity of the business model and an absence of eBay’s own distribution network to compete with Amazon.

eBay Inc. Report contains the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on eBay. Moreover, the report contains analyses of eBay’s business strategy, leadership and organizational structure and its marketing strategy. The report also discusses the issues of corporate social responsibility.

1. Introduction
2. Business Strategy
3. Leadership
4. Organizational Structure
5. SWOT Analysis
5.1 Strengths
5.2 Weaknesses
5.3 Opportunities
5.4 Threats
6. PESTEL Analysis
6.1 Political Factors
6.2 Economic Factors
6.3 Social Factors
6.4 Technological Factors
6.5 Environmental Factors
6.6 Legal Factors
7. Marketing Strategy
7.1 7Ps of Marketing
7.2 Segmentation, Targeting & Positioning
7.3 Marketing Communication Mix
7.3.1 Advertising
7.3.2 Sales Promotion
7.3.3 Events & Experiences
7.3.4 Public Relations
7.3.5 Direct Marketing
7.3.6 Personal Selling
8. Porter’s Five Forces Analysis
9. Value-Chain Analysis
9.1 Primary Activities
9.2 Support Activities
10. McKinsey 7S Framework
11. Corporate Social Responsibility (CSR)
11.1 CSR Programs and Initiatives
11.2 CSR Criticism
12. Recommendations

List of Figures

Figure 1 eBay Organizational Structure
Figure 2 Annual Lobbying by eBay Inc.
Figure 3 Patterns of eBay print and media advertising
Figure 4 eBay Porter’s Five Forces
Figure 5 Number of eBay’s active users from 1st quarter 2010 to 2nd quarter 2016
Figure 6 eBay Value chain analysis
Figure 7 eBay McKinsey 7S Framework

List of Tables

Table 1 eBay SWOT analysis
Table 2 eBay segmentation, targeting and positioning
Table 3 eBay CSR performance

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Alphabet Inc. (Google)

Amazon Inc.

Best Buy Co. Inc.

Chemours Co.

Family Dollar Stores Inc.

Pay Pal

Priceline Group Inc.

Sainsbury’s

Staples Inc.

StubHub

Target Corporation

Tesco

Wal-Mart

Yahoo Inc.

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