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Written Case Study: eBay

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The Sherwin-Williams Company, Regional Financial...
Bachelor of...

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case study
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  1. Written competitive analysis
  2. Dominant economic characteristics
  3. Five forces model
  4. Driving forces
  5. Key success factors
  6. Industry attractiveness
  7. S.W.O.T. analysis
  8. Financials
  9. Balance sheet
  10. Income statement
  11. Competitor analysis
  12. Online auction industry
  13. Bibliography

After completing my analysis of eBay, I have come to several conclusions that I would like to share with you. First, I will outline the problems that eBay and the rest of the online auction industry will face in the future. Then I will discuss my analysis and evaluation of eBay within the industry. Finally, I will conclude with some specific recommendations that eBay should take advantage of in the future.
The online auction industry is a huge market, but the growth is slowing down. In 1999, U.S. e-commerce revenue accounted for 65% of the total amount. In 2003, it had declined to only 38%. It is becoming more and more saturated with new entrants due to the low entry barriers.

[...] In order to maintain that position, eBay must evolve with consumer preferences. The online auction industry is attractive to established companies more than new entrants. Due to the industry being dominated by only a few companies, new entrants will have a hard time competing for a big portion of the market share. To maintain a current position in the market or gain market share, a company needs to take advantage of opportunities that are present. Opportunities are easier to be obtained by already established companies like eBay. [...]

[...] Latin America Industry 2,750 auction sites, but only dominated by a few large companies Slowly becoming more mature Becoming more competitive due to the shrinking amount of market share up for grabs Barriers to entry Start-up costs are relatively low to begin with due to the small amount of inventory required if any Costs become higher when expanding internationally and needing more technological equipment to maintain the website Pace of Technological Change Industry members need strong technological capabilities Rapid innovation due to the technologically-based industry Upgrading programs required Seller Needs and Requirements Ability to post information about products in a timely manner Fast turnover of items Low fees involved Buyer Needs and Requirements Desired product at the right price Five Forces Model: eBay Driving Forces Growth in Internet usage (profitability increasing) g. [...]

[...] internet users are also eBay users. If eBay plans to reach the set goals, international business is going to drive the company there. The U.S. market is too mature and saturated to meet those figures (see appendix 7). If eBay is aggressive enough in the international market, I think the numbers can be reached. The company has great return on assets and return on equity which show great leadership and more cash generating internally (see appendix and 9). After analyzing eBay and the industry's past and current situation, I have developed a few suggestions in order for eBay to become more competitive within the industry. [...]

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