Why Ebay Is Successful

INDEX

1- INTRODUCTION 1

Task 1

2- WHY AUCTION ON LINE 2

3- TRADITIONAL AUCTION VS ON-LINE AUCTION 3

3.1 ADVANTAGES AND DISADVANTAGES 4

3.1.1 TRUST SECURITY QUALITY

3.1.2 SOLUTION TO THE PROBLEMS

3.1.3 ADVANTGES

4. INTERNET SEGMENTATION (EBAY) 5

4.1 FROM SEGMENTATION TO COMUNITIES 5

Task 2

5-BUILDING BRANDS IN THE INTERNET 6

5.1 DIFFERENCES BETWEEN REAL AND VIRTUAL BRANDING 6

5.2 C.R.M. 9

5.3 LINKS 9

Task 3

6- RESULTS ES TEST 10

6.1 EBAY STRATEGY 10

6.1.1 HOW SUCCESFULL IT HAS BEEN

6.2 TEN STEPS IN THE NEW MARKETING 11

6.3 RECOMMENDATIONS FOR IMPROVEMENTS 11

6.3.1 DIFFERENTS BRANDS NAMES FOR LUXURY

6.3.2 LINKS WITH AUCTION HOUSES

6.3.3 NETWORK FOCUSED ORIENTATION

6.3.4 MARKET DEVELOPMENT INTO AFRICAN PRODUCTS

6.4 FUTURE OF THE COMPANY 14

7-APPENDIX 12

8- REFERENCES & BIBLIOGRAPHY 23

1-INTRODUCTION

The company that I’ve chosen is Ebay .com, this company is the biggest auction

company on line in the world, recently its trying to expand to Europe; with the take over

of Ibazar (the bigest auction business in Europe), and to south America with the

co-operation with Mercadolibre.com

Despite of its only six years of live, Ebay is the biggest auction business in the world. But

why? Which are the factors that have helped this enterprise to be the number one? What

is its strategy? What are their expectations for the future?

These are some of the question that I expect to answer in the next pages.

TASK 1

2- WHY AUCTION ON-LINE

There are many different profits brought by being on the line, this is well known for the

company and each year more and more companies, start their business in the net.

The nature of the business is very different, in the net we can find insurance companies,

banks, travel agencies, book shops etc… But what is the reason for being on line?

First of all the Internet allows the penetration in the market, that means that with the same

product the enterprises can increase their customers in their current market. By the

publicity customers services, marketing communications etc.

Secondly we can see how the Internet allows the enterprise to go abroad, thanks to the

Internet, the enterprises can commerce everywhere in the world.

Thirdly we find the product development, Internet is helping the creation of new products

and services, most of them concentrated in the information industry, as Tom Knight states

in Virtual Business magazine “enterprises have to move from selling products to selling

know how”. And the Internet is one of the best media to sell knowledge.

Fourthly, the Internet allows the diversification; the enterprises can move