mkt case 5

mkt case 5 - Patrick Hill Assignment Management Case Study...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Patrick Hill Assignment: Management Case Study 5 MKT 101 Instructor: Tom Passero 11 July 2011 ebay Case NEWS: In the past month, eBay has made deals to acquire three different companies as well as selling Skype to Microsoft. eBay announced that it acquired Zong, a leading provider of payments through mobile carrier billing, for $240 million. eBay has also acquired Magento in an attempt to become the “go-to resource for online and offline retailers” according to Forbes. In mid-June, eBay acquired GSI Commerce which is a leading provider of ecommerce and interactive marketing services for the world’s premier brands and retailers. eBay has been busy with acquisitions getting ready for a spike in growth. 1. Analyze the marketing environment and the forces shaping eBay’s business over the years. There are many Micro-factors and Macro-factors involved in the eBay case. The Micro-factors include the company, the competitors, and customers. The Macro-factors include economic factors, technological factors, and cultural factors. We see distinct examples of these factors throughout the case. The company, specifically top management, has changed the company policies for eBay sellers, such as focusing more on fixed price goods. The competitors such as Amazon.com, Buy.com, and Walmart.com shifted consumer preferences to buying new products at fixed prices versus eBay’s model of bidding for products with small to moderate suppliers. We also see a change in eBay’s customers, the sellers; we saw a mixture of small to moderate size sellers and large size sellers.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 2

mkt case 5 - Patrick Hill Assignment Management Case Study...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online