Marketing Mix:

ntroduction:
Quick overview and objectives of the company
eBay Inc. pioneers communities built on commerce, sustained by trust, and inspired
by opportunity. eBay brings together millions of people every day on a local, national
and international basis through an array of websites that focus on commerce,
payments and communications.

Product
Products overview
lrom Lhe markeL place Lo paypal ebay has a wlde range of producLs LhaL covers all Lhe needs of Lhe
cusLomers LhaL wanL and need Lo Lrade onllne
Mr. Donahoe has spent much of his first year at the helm disentangling the company from side nternet businesses that investors called
distractions. On Tuesday, he unveiled a plan to separate eBay from its Skype nternet-phone business through an initial public offering.
On Monday, the company sold nternet media company StumbleUpon back to its original owners and outside investors.

Read more: http://online.wsj.com/article/SB123977171683420189.html#ixzz1fdNkj Mc
1he producLs of e8ay are
1he markeL place
aypal
And many more
4 years only after the first version of the website

1999EAY |N6.
e8ay expards |rlerral|ora||y W|lr s|les |r lre ur|led K|rgdor, 0errary ard Auslra||a.

2000EAY |N6.
e8ay opers rar|elp|aces |r Auslr|a, Carada, Frarceard Ta|War.

2001EAY |N6.
e8ay expards |rlerral|ora||y W|lr s|les |r lre|ard, lla|y,Korea, NeW Zea|ard, 3|rgapore ard 3W|lzer|ard.

2001EAY |N6.
e8ay
erlers a slraleg|c re|al|orsr|p W|lr |ead|rg Lal|r Arer|car or||re lrad|rg s|le
ercadoL|ore
2002EAY |N6.
e8ay acqu|res 33 ol Cr|ra's EacrNel |r 2002 (ard corp|eles lre acqu|s|l|or |r 2003).

2001EAY |N6.
e8ay lrc. acqu|res ar|lp|aals.r|, lre Nelrer|ards' |ead|rg or||re c|ass|l|eds s|le.

2001EAY |N6.
e8ay expards |ls preserce |r As|a W|lr s|les |r a|ays|aard lre Pr|||pp|res.

2001EAY |N6.
e8ay acqu|res lre 8aazee rar|elp|ace |r lrd|a.


2001EAY | HARKETPLA6E8
e8ay opers |ls Cr|ra 0eve|oprerl Cerler |r 3rargra| lo acce|erale lecrro|ogy |rroval|or


2001EAY |N6.
e8ay acqu|res roo||e.de, lre |ead|rg or||re ver|c|es rar|elp|ace |r 0errary.


2005EAY |N6.
e8ay |aurcres K|j|j|, a |oca| c|ass|l|eds s|le ava||ao|e |r rear|y a dozer courlr|es.

2005EAY |N6.
e8ay acqu|res |ead|rg |rlerral|ora| c|ass|l|ed adverl|s|rg s|le 0urlree.

2005EAY |N6.
e8ay acqu|res Rerl.cor, lre |ead|rg lrlerrel ||sl|rg s|le lor rerla| rous|rg |r lre u.3.

2005EAY |N6.
e8ay acqu|res 3|ype, a |ead|rg g|ooa| lrlerrel corrur|cal|ors corpary.

2005EAY |N6.
e8ay acqu|res 3ropp|rg.cor, a p|oreer |r or||re corpar|sor sropp|rg.


2005EAY |N6.
e8ay expards |rlo Po|ard


200EAY |N6.
e8ay acqu|res Tradera, 3Weder's |ead|rg or||re aucl|or-sly|e rar|elp|ace.


200EAY |N6.
e8ay la|es a reW approacr lo |ls Cr|ra slralegy W|lr lre arrourcererl ol a jo|rl verlure agreererl W|lr T0 0r||re, a
|ead|rg Cr|rese Weo porla| ard W|re|ess lrlerrel corpary.


200EAY |N6.
e8ay lorg Korg
oll|c|a||y |aurcres.


200ZEAY |N6.
e8ay lrc. acqu|res 3luoluo, lre Wor|d's |argesl or||re l|c|el rar|elp|ace.

200ZEAY |N6.
K|j|j| |aurcres |r 200 u.3. c|l|es


2008EAY |N6.
e8ay acqu|res 8||| e Laler, a |ead|rg or||re-or|erled payrerls orard.


2008EAY |N6.
e8ay acqu|res 0er 8|a Av|s ard 8||8aser, |ead|rg c|ass|l|eds s|les |r 0errar|.


2009EAY | HARKETPLA6E8
e8ay |rlroduces 0a||y 0ea|s . re|p|rg lo correcl ouyers W|lr se||ers lasler lrar ever.


2009EAY |N6.
e8ay acqu|res 0rar|el, Korea's |ead|rg or||re rar|elp|ace.


2009EAY |N6.
e8ay lrc. corp|eles lre sa|e ol 3|ype lo a group ol |rveslors, rela|r|rg a 30 percerl sla|e |r lre corpary.

2010EAY | HARKETPLA6E8
e8ay re|aurcred |ls K|j|j| c|ass|l|eds s|le ase8ayC|ass|l|eds.cor, W|lr rajor errarcererls lral creale |rduslry-|ead|rg
slardards |r lrusl ard salely, cuslorer serv|ce ard user exper|erce.


2010EAY | HARKETPLA6E8
e8ay lrc. acqu|res |oca| producl searcr corpary,||o.cor


2011EAY |N6.
e8ay lrc. corp|eles lre acqu|s|l|or olorards1lr|erds, 0errary's |argesl or||re sropp|rg c|uo lor lasr|or ard ||lesly|e.

2011EAY | HARKETPLA6E8
e8ay |rlegrales |oca| |rverlory orlo e8ay.cor, poWered oy ||o, lre |ead|rg |oca| sropp|rg erg|re e8ay lrc. acqu|red |r 2010.


2011EAY |N6.
A C000 hUN6h
e8ay lrc. acqu|res lurcr, ar or||re recorrerdal|or erg|re ou||l or palerled pred|cl|or lecrro|ogy.

hLLp//wwwebaylnccom/llsL/mllesLones

%0 0, M,rk0tpI,c0
The eBay Marketplace creates a powerful online platform for the sale of goods and
services by a passionate community of individuals and small businesses. On any
given day, there are millions of items available through auction-style and fixed-price
trading. With millions of buyers and sellers worldwide, eBay offers localized sites in
the following markets.
With more than 180, 000 small and medium-sized businesses currently registered on eBay,
Clare mentioned that the recession has led to greater numbers of small business choosing to
operate through eBay. 'We have seen 45,000 smaller firms coming online with us since the
recession began, as they look at new ways to market and promote the services or goods
they are offering.'
hLLp//wwwfmwfcom/medlaLype/news/2011/08/blgopporLunlLylnebaysnewroleasonllne
markeL/
l Ebay globalization strategy
Ebay's growth is based on internationalization because it's a born global company.
Margin on each transaction is phenomenal since once the infrastructure is built,
incremental costs on each transactions are tiny - all eBay is doing is transmitting bits
and bytes between buyers and sellers.
That probably explains ebays globalization strategy .
hLLp//wwwdavechaffeycom/LcommercenLerneLmarkeLlngcasesLudles/e8aycasesLudye
commerce
They have an aggressive strategy because they expand in every country possible without market knowledge since they have very low
market entry costs.


This strategy had some failures :
n China, eBay shut its own Web site, and replaced it with one that is majority owned by local player Tom Online nc., but still has only a
tiny fraction of the overall market.

Read more: http://online.wsj.com/article/SB123977171683420189.html#ixzz1fdLtbaVN
South Korea is the sixth-largest online auction market, eBay estimates. An eBay subsidiary, nternet Auction Co., already operates a top
auction Web site in South Korea.

Read more: http://online.wsj.com/article/SB123977171683420189.html#ixzz1fdMHs1HF
ii. The solution : Learn from the failures and adapt

22 countries in total.

n addition, eBay has a presence in Latin America through its investment
in MercadoLibre. Ebay owns 18.37% of MercadoLibre.
hLLp//lnvesLormercadollbrecom/secflllngcfm?flllng119312308107994


Ebay looks more and more like a traditional website :
hLLp//sellermanlablogspoLcom/2010/11/ebaydevlenLunslLeLradlLlonnelhLml

DiIIerent interIaces exist Ior Ebay around the world :

England, Germany, Canada, USA, Australia :






Austria, Spain, Switzerland, Poland, Netherlands, Italy, Ireland, Belgium, Singapore, Hong
Kong :


Philipines, Singapore, Malaysia,


Some countries have their own version oI eBay like :

India :


Sweden :


New Zealand :


l The situation now (Carte)



Countries where eBay's marketplaces are operating :
MercadoLibre
Ebay.com (Local versions)
Auction.co.kr


sia Pacific:

Europe:

North merica:
Australia

Austria

Canada
Hong Kong

Belgium

United States
ndia

France


Malaysia

Germany


New Zealand

reland


Philippines

taly


Singapore

Netherlands


South Korea

Poland




Spain




Sweden




Switzerland




United
Kingdom



Gittigidiyir = Turkey
hLLp//pagesebaycom/abouLebay/Lhecompany/companyovervlewhLml
Pric0

I- Price strategy
Some costs cannot be controlled by eBay. For example delivery charges and credit card charges.
II Iuel prices were to rise, the cost is passed on to the consumer in terms oI delivery and postal
Iees. This could make the overall cost oI an auctioned item too expensive. Similarly, iI a credit
card company such as Visa or Mastercard imposed a charge Ior online transaction, the total cost
oI the same items would increase with similar consequences.
Ebay The World`s largest online market place a case study p5


To stay competitive against competitors, such as Amazon, eBay has be competitive both Ior customers
and sellers.

Customer surveys shown that high shipping prices were a major concern when buying on eBay.
eBay can not control the price oI items displayed on its website but it can have an impact on them by
changing the Iees.
hLLp//ebaysLraLeglesblogscom/ebay_sLraLegles/2011/03/analyzlngebaysfeechangesforLhe
sprlngreleasehLml
Free shipping attracts buyers
've received some questions about whether sellers will now receive automatic, 5-star DSR's for free shipping.
'm pleased to tell you the answer is yes!

hLLp//ebaylnkblogcom/2010/08/26/newauLomaLlc3sLardsrforfreeshlpplngebaynews/

II- Impact on the fee structure

Since March 2011, Ebay oIIers a higher position in the listing Ior items with Iree delivery. They also
changed their Iees to encourage sellers to sell with lower shipping Iees or Iree shipping.
|Table showing the price change|
hLLp//ebaysLraLeglesblogscom/ebay_sLraLegles/2011/03/analyzlngebaysfeechangesforLhe
sprlngreleasehLml

III- Fees over the world
e8ay lees are dlfferenL all around Lhe world buL Lhey all follow Lhe sLraLegy descrlbed above
(encouraglng free shlpplng)
1able of lees ln uS Lurope Asla

Promotion

The overall eBay aims are to increase the gross merchandise volume and net revenues
from the eBay Marketplace. More detailed objectives are defined to achieve these aims,
with strategies focusing on:
1. Acquisition - increasing the number of newly registered users on the eBay
Marketplace.
2. Activation - increasing the number of registered users that become active bidders,
buyers or sellers on the eBay Marketplace.
3. Activity - increasing the volume and value of transactions that are conducted by
each active user on our eBay Marketplace. eBay had approximately 83 million
active users at the end of 2007, compared to approximately 82 million at the end
of 2006. An active user is defined as any user who bid on, bought, or listed an item
during the most recent 12-month period.