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1、Coghlan,Pauley,Scott6/28/2021eBay,ACompanyAnalysiseBay,ACompanyAnalysisAnalyzing,eBay’sStrategies,FinancialPerformance,S.W.O.T,andCompetitiveStrengthintheOnlineAuctionIndustryPreparedfor:Dr.PatrickKreiserPreparedBy:KatelynnCoghlanTommyPauleyPatrickScottOctober26,200514Coghlan,Paul
2、ey,Scott6/28/2021eBay,ACompanyAnalysisThereisnodoubtthateBayholdsthepowerintheonlineauctionindustry.AnanalysisofthekeyfactorsoftheircompanywascompiledtofindoutwhattheeBaystrategyis,andhowtheyaredoingfinancially.Alsoaninternalanalysisoftheirstrengthsandweaknessesandanexternalanalys
3、isoftheiropportunitiesandthreatshavebeenprovided.Finally,astrengthassessmentofthemaincompetitorsintheonlineauctionindustryhasbeendeterminedtoseehowstrongeachcompetitoris.FromitsbeginninginaSanFranciscolivingroom,eBayhasgrowntobeinaleaguebyitself.AnalysisofeBay’sStrategyandBusiness
4、ModelBeforeeBaycouldbegintocompeteintheonlineauctionindustryastrategyandbusinessmodelneededtobedeveloped(AppendixA).eBayhadtodefinethebusinessestheywouldbecompetinginandhowtheywouldcompeteinthosespecificbusinesses.Theyalsoneededtodefinehowtheywouldbeasuccessfulservicetotheircustom
5、ers.CorporatelevelstrategyeBay’scorporatelevelstrategywastobecomeadiversifiedbusiness.Theywantedtodiversifynotonlytheproductstheyofferedbutalsotheircustomerbaseandglobalreach.ByusingtheeBayserviceyoucanfindvirtuallyanythingyouarelookingfor.BusinessLevelStrategyeBaycompetesintheonl
6、ineauctionindustryusingabroaddifferentiationstrategy.Althoughtheymaynotbethemostinexpensiveonlineauctionsite,theyhavethelargestvarietyofproductsoffered.Theyalsoappealtoalargergroupofconsumersthatincludeindividualsellers,smallentrepreneurs,andcorporationsallovertheworld.eBayachieve
7、sbroaddifferentiationthroughtheirstrongeBaycommunity,aglobalreach14Coghlan,Pauley,Scott6/28/2021eBay,ACompanyAnalysisnotmatchedbyanycompetitor,andacategoryspanof27,000.TheseaspectsoftheeBayserviceamongotherssettheircompanyapartfromtherest.CustomersseethevalueinusingtheeBayservice.
8、ThisiswhyeBayhasbecomesosuccessfu
