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Ia Ia Ia Ia Ia Ia Ia Ia Ia Ia Ia Ia Ia Ia Ia Ia Ia Ia Ia BRANDING Ia I I I I I I I I I ASSIGNMENT
STUDENTS : I
COMPANY: Ia I I I I eBay I inc

PART I 1
General I a information I about I the I company:
Name: Ia Ia eBay Ia inc.
Service: Ia Online Ia shopping.
Location: Ia San Ia Jose, Ia California.
Founder: Ia Pierre Ia Omidyar Ia (Iranian-American Ia computer Ia programmer).
Category: Ia E-commerce
Slogan: Ia "Connecting Ia I I I I I Buyers I I I I I I Ia and I I I Ia Sellers I I I I I I Ia Globally," Ia
Segment: Ia Comprises Ia Commercial Ia center, Ia Classifieds, Ia and Ia StubHub Ia income
Ia from Ia a Ia lot Ia of Ia notices, Ia first-party Ia stock Ia programs, Ia classifieds Ia expenses, Ia and
Ia income Ia sharing Ia courses Ia of Ia action. Ia
Positioning: Ia The Ia progressed Ia e-commerce Ia coast Ia proposes Ia companies Ia to Ia move
Ia the Ia schedule Ia commerce Ia show Ia up Ia where Ia center Ia on Ia "standardized Ia things,
Ia homogeneous Ia advance Ia and Ia long Ia thing Ia life Ia cycle" Ia to Ia the Ia unused Ia trade Ia outline
Ia where Ia center Ia on Ia "edited Ia and Ia customized Ia things". Ia E-commerce Ia requires Ia the
Ia company Ia to Ia have Ia the Ia capacity Ia to Ia fulfill Ia the Ia different Ia needs Ia of Ia specific Ia clients
Ia and Ia allow Ia them Ia with Ia more Ia wide Ia open Ia up Ia of Ia things.
Target I I I I I I Ia group:
Ia Male I I I I Ia people Ia (17-25 Ia ages) I for I electronic I items I and I smartphones.
Male I people I (24-45 I ages) I home I or I car I equipments.
Female I people I (24-25 I ages) I healthcare, I fashion I and I make I up.
Female I people I (24-45 I ages) I skincare I and I healthcare.
Parents I (25-40 I ages) I Toys I and I clothes I for I children.
Both I genders I (25-40 I ages) I cothes I and I accessories, I home I tools.

Students I (18-30 I ages) I office I supplies I and I electronic I gadgets.
Workers I (25-42 I ages) I office I supplies I and I industrial I equipment I and I motors.
Area Ia I I I served: Ia Among Ia the Ia world.
Website: Ia I I I I www.ebay.com

Ia they Ia charge Ia a Ia commission Ia rate. Ia With Ia the Ia purchase Ia of Ia PayPal Ia in Ia 2002, Ia eBay
Ia joined Ia an Ia electronic Ia installment Ia and Ia cash Ia trade Ia organization Ia that Ia served Ia as Ia its
Ia essential Ia instrument Ia to Ia finalize Ia trades Ia until Ia 2015 Ia when Ia they Ia chose Ia to Ia continue
Ia as Ia two Ia confined Ia companies. Ia The Ia relationship Ia between Ia them Ia kept Ia going Ia 15 Ia a
Ia long Ia time Ia until Ia the Ia portion Ia was Ia detailed. Ia The Ia buying Ia and Ia advertising Ia area
Ia impelled Ia an Ia unused Ia inward Ia online Ia collection Ia arrangement Ia and Ia continued Ia to
Ia work Ia with Ia PayPal Ia but Ia remotely Ia to Ia its Ia place.
Online I I Ia communication:
The Ia online Ia communications Ia industry Ia comprises Ia of Ia a Ia software-based Ia benefit
Ia that Ia permits Ia clients Ia to Ia send Ia messages Ia to Ia each Ia other Ia over Ia the Ia Web Ia and Ia make
Ia phone Ia calls Ia based Ia on Ia VoIP Ia innovation, Ia in Ia expansion Ia to Ia permitting Ia video Ia calls
Ia and Ia conferences. Ia In Ia numerous Ia cases, Ia the Ia benefit Ia is Ia free, Ia whereas Ia plans Ia to
Ia interconnect Ia through Ia other Ia phone Ia administrators Ia are Ia moreover
Ia commercialized. Ia Inside Ia this Ia part, Ia the Ia most Ia player Ia is Ia Skype, Ia a Ia company Ia that Ia was
Ia procured Ia by Ia eBay Ia in Ia 2002 Ia pointing Ia to Ia coordinated Ia into Ia its Ia e-commerce
Ia advantage Ia and Ia encourage Ia operations Ia for Ia clients. Ia Be Ia that Ia as Ia it Ia I I I I I may, Ia four Ia a Ia long
Ia time Ia afterward, Ia no Ia concrete Ia utility Ia was Ia found, Ia and Ia chosen Ia to Ia break Ia off Ia the
Ia communication Ia system, Ia which Ia is Ia presently Ia a Ia portion Ia of Ia the Ia Microsoft Ia group.
Evaluation I a I I of I a the I a company:
Supposedly, Ia eBay Ia was Ia a Ia relaxation Ia movement Ia for Ia Omidyar Ia until Ia his Ia Web
Ia advantage Ia provider Ia taught Ia him Ia he Ia would Ia redesign Ia to Ia a Ia exchange Ia account Ia due
Ia to Ia his Ia tall Ia location Ia action. Ia The Ia month-to-month Ia fetched Ia increase Ia from Ia $30 Ia to
Ia $250 Ia prompted Ia him Ia to Ia start Ia charging Ia eBay Ia clients, Ia who Ia did Ia not Ia challenge.
Ia Chris Ia Agarpao Ia was Ia eBay's, Ia to Ia start Ia with, Ia the Ia additional Ia specialists Ia to Ia prepare
Ia sent Ia check Ia installments. Ia Jeffrey Ia Skoll Ia was Ia contracted Ia as Ia the Ia essential Ia present
Ia day Ia president Ia of Ia the Ia company Ia in Ia early Ia 1996. Ia In Ia November Ia 1996, Ia the Ia E-
Commerce Ia arrange Ia entered Ia into Ia its, Ia start Ia with, Ia a Ia third-party Ia authorizing Ia deal,
Ia with Ia a Ia company Ia called Ia Electronic Ia Travel Ia Sell-off, Ia to Ia utilize Ia SmartMarket
Ia Advancement Ia to Ia offer Ia plane Ia tickets Ia and Ia other Ia travel Ia things. Ia Improvement Ia was
Ia marvelous: Ia from Ia 250,000 Ia barters Ia in Ia the Ia midst Ia of Ia all Ia of Ia 1996 Ia to Ia 200,000 Ia in
Ia January Ia 1997.

This Ia company Ia formally Ia changed Ia the Ia nameof Ia its Ia benefit Ia from Ia Auction Ia Web Ia to
Ia eBay Ia on Ia September,1997, Ia after Ia Resound Ia Inlet Ia Innovation Ia Bunch, Ia Omidyar's
Ia counseling Ia firm. Ia The Ia space Ia title Ia echobay.com Ia was Ia as Ia of Ia now Ia taken Ia by Ia a Ia gold
Ia mining Ia company, Ia so Ia Omidyar Ia abbreviated Ia it Ia to Ia eBay.com. Ia In Ia 1997 Ia the
Ia company Ia got Ia I I I I I I I I I $6.7 Ia million Ia in Ia subsidizing Ia from Ia the Ia meander Ia capital Ia firm
Ia Benchmark Ia Capital. Ia The Ia as Ia regularly Ia as Ia a Ia conceivable Ia repeated Ia story Ia that Ia eBay
Ia was Ia built Ia up Ia to Ia help Ia Omidyar's Ia fiancée Ia trade Ia Pez Ia sweet Ia holders Ia was Ia made Ia in
Ia 1997 Ia by Ia open Ia relations Ia administrator Ia Mary Ia Lou Ia Tune Ia to Ia give Ia the Ia media Ia a
Ia human-interest Ia story Ia more Ia locks Ia in Ia than Ia Omidyar's Ia one Ia of Ia a Ia kind Ia vision Ia of Ia a
Ia "idealize Ia exhibit". Ia The Ia Pez Ia allocator Ia myth Ia created Ia a Ia tremendous Ia notoriety Ia and
Ia was Ia driven Ia to Ia unsafe Ia early Ia advancement Ia among Ia toy Ia collectors.The Ia pioneer
Ia within Ia the Ia toy Ia category Ia rapidly Ia got Ia to Ia be Ia Beanie Ia Babies Ia manufactured Ia by Ia Ty,
Ia Inc., Ia the Ia foremost Ia troublesome Ia toy Ia to Ia find Ia in Ia retail Ia stores. Ia As Ia collectors
Ia globally Ia were Ia attempting Ia to Ia total Ia their Ia collection Ia of Ia Beanie Ia Babies, Ia Ty Ia set Ia up
Ia the Ia primary Ia business-to-consumer Ia Web Ia location, Ia a Ia secondary-market Ia online
Ia exchanging Ia post Ia where Ia individuals Ia might Ia exchange Ia their Ia Beanie Ia Babies. Ia In
Ia any Ia case, Ia it Ia was Ia overpowered Ia with Ia unsortable Ia postings, Ia making Ia a Ia critical
Ia request Ia for Ia a Ia more Ia effective Ia online Ia exchanging Ia framework. Ia Beanie Ia Babies
Ia rapidly Ia got Ia to Ia be Ia the Ia prevailing Ia item Ia on Ia eBay, Ia accounting Ia for Ia 10% Ia of Ia all
Ia postings Ia in Ia 1997, Ia as Ia collectors Ia thronged Ia eBay's Ia user-friendly Ia interface Ia to Ia look
Ia for Ia particular Ia Beanie Ia Babies. Ia Meg Ia Whitman Ia was Ia enlisted Ia by Ia the Ia board Ia as Ia eBay
Ia President Ia and Ia CEO Ia in Ia Walk Ia 1998. Ia At Ia the Ia time, Ia the Ia company Ia had Ia 30 Ia workers,
Ia half Ia a Ia million Ia clients, Ia and Ia incomes Ia of Ia $4.7 Ia million Ia within Ia the Ia Joined Ia together
Ia States.
On I I I Ia September Ia 21, Ia 1998, Ia eBay Ia went Ia open. Ia Within Ia the Ia chance Ia variables Ia area Ia of
Ia the Ia yearly Ia report Ia recorded Ia with Ia the Ia US Ia Securities Ia and Ia Trade Ia Commission Ia in
Ia 1998, Ia Omidyar Ia notes Ia eBay's Ia reliance Ia on Ia the Ia proceeded Ia quality Ia of Ia the Ia Beanie
Ia Babies Ia showcase. Ia After Ia eBay Ia went Ia open, Ia both Ia Omidyar Ia and Ia Skoll Ia got Ia to Ia be
Ia moment Ia extremely Ia rich Ia people: Ia eBay's Ia target Ia of Ia $18 Ia per Ia share Ia was Ia all Ia but
Ia disregarded Ia as Ia the Ia cost Ia went Ia to Ia $53.50 Ia on Ia the Ia primary Ia day Ia of Ia exchange.
As Ia the Ia company Ia extended Ia item Ia categories Ia past Ia collectibles Ia into Ia nearly Ia any
Ia saleable Ia thing, Ia the Ia trade Ia developed Ia rapidly. Ia In Ia 2000, Ia eBay Ia had Ia 12 Ia million
Ia enrolled Ia clients Ia and Ia a Ia cyber Ia inventory Ia of Ia more Ia than Ia 4.5 Ia million Ia things Ia on Ia the

Ia auction Ia failed Ia and Ia turned Ia out Ia to Ia be Ia of Ia no Ia use Ia to Ia anyone. Ia Half Ia of Ia the Ia items Ia listed
Ia in Ia the Ia auctions Ia will Ia never Ia be Ia bought Ia by Ia anyone, Ia and Ia the Ia site Ia is Ia wasting Ia money
Ia on Ia maintaining Ia hundreds Ia of Ia millions Ia of Ia pages. Ia Secretly, Ia the Ia executives Ia of Ia the
Ia firm Ia admitted Ia that Ia eBay Ia has Ia not Ia made Ia money Ia from Ia its Ia auctions Ia for Ia a Ia long Ia time.
Ia Today, Ia 88 Ia % Ia of Ia products Ia on Ia the Ia site Ia are Ia sold Ia with Ia the Ia "Buy Ia It Ia Now" Ia tag, Ia that Ia is,
Ia according Ia to Ia the Ia scheme Ia of Ia any Ia regular Ia store. Ia Of Ia these Ia products, Ia 81 Ia % Ia are Ia new,
Ia never Ia used.
There Ia are Ia some Ia companies Ia which Ia are Ia top Ia in Ia e-commerce Ia industry:
1) Ia Amazon - Ia www. Amazon.com Ia inc Ia is Ia an Ia internet Ia retail Ia store Ia that Ia gives
Ia administrations Ia to Ia vendors, Ia substance Ia trailblazers, Ia ventures, Ia and Ia sellers.
Ia Customers Ia on Ia eBay Ia are Ia served Ia through Ia a Ia retail Ia site Ia that Ia centers Ia on Ia estimating,
Ia item Ia choice, Ia and Ia client Ia comfort. Ia Its Ia site Ia is Ia planned Ia in Ia such Ia a Ia way Ia that Ia items Ia can
Ia be Ia effortlessly Ia sold Ia by Ia the Ia company Ia itself Ia and Ia by Ia third Ia parties. Ia Through Ia Web
Ia administrations, Ia Amazon Ia can Ia supply Ia its Ia benefit Ia to Ia all Ia ventures Ia and Ia businesses
Ia of Ia all Ia sizes. Ia It Ia I I has Ia I its Ia central Ia command Ia in Ia Seattle, Ia WA, Ia and Ia was Ia established
Ia within Ia the Ia year Ia 1994. Ia By Ia the Ia conclusion Ia of Ia 2017, Ia Amazon’s Ia showcase
Ia capitalization Ia was Ia around Ia I $ Ia 427 Ia billion. Ia Because Ia of Ia its Ia tremendous Ia advertise
Ia capitalization Ia and Ia its Ia dominance Ia of Ia the Ia online Ia space, Ia without Ia a Ia question,
Ia Amazon Ia is Ia one Ia of Ia the I I main I I Ia competitor I of I eBay.
2) Ia Alibaba - Ia www.alibaba.com Ia inc Ia was Ia established Ia in Ia China Ia within Ia the Ia year
Ia 1999 Ia and Ia with Ia central Ia command Ia in Ia Hangzhou, Ia Alibaba Ia I I has Ia specialized Ia in
Ia online Ia sell-off, Ia versatile Ia commerce, Ia e-commerce, Ia and Ia online Ia cash Ia exchange
Ia among Ia other Ia services. Ia With Ia an Ia advertising Ia Capitalization Ia of Ia $ Ia 265 Ia billion, Ia near
Ia to Ia 50,000 Ia representatives, Ia and Ia deals Ia of Ia over Ia $ Ia 21.49 Ia billion, Ia Alibaba Ia is Ia one Ia of
Ia the Ia biggest Ia companies Ia within Ia the Ia world Ia that Ia has Ia made Ia a Ia stamp Ia in Ia online
Ia shopping, Ia cloud Ia computing, Ia and Ia thee-commerce Ia industry.
Entering Ia a Ia exceedingly Ia competitive Ia online Ia commercial Ia center Ia such Ia as I I I Ia eBay
Ia involves Ia a Ia allocate Ia of Ia work. Ia eBay Ia offers Ia a Ia heap Ia of Ia openings Ia for Ia e-Commerce. Ia It
Ia gives Ia a Ia extraordinary Ia stage Ia for Ia merchants Ia and Ia buyers Ia to Ia meet Ia together Ia and
Ia execute Ia with Ia ease. Ia But Ia with Ia these Ia preferences Ia come Ia a Ia modest Ia bunch Ia of
Ia obstructions Ia that Ia might Ia scare Ia new Ia businesses Ia and Ia little- Ia and Ia medium-sized
Ia wanders Ia from Ia advertising Ia on Ia eBay. Ia To Ia be Ia successful Ia on Ia eBay, Ia you Ia would Ia like

4Ps:
Product: I This I aspect I of I the I marketing I mix I identifies I eBay I inc’s I products.
I Goods I are I the I organizational I outputs I supposed I or I sold I to I the I target I market. I For
I example, I the I products I are I online I services, I like I online I retail/auction I services.
Products I by I categories:
 Electronics(smartphones, I accessories, I watches, I power I tools, I video
I games)
 Fashion I (clothes I for I men, I women I and I kids, I jewelry)
 Healthy I and I beauty I (make I up, I healthcare, I shaving, I tatoos, I vitamins)
 Home I and I garden I (bath, I bedding, I furniture, I party I supply, I home I décor,
I cleaning, I lighting, I kitchen I gadgets, I tools I for I garden)
 Sports I (boxing, I camping, I hiking, I cycling, I fitness I and I running, I indoor
I games, I fishing I and I water I sport) I
 Art I (stamps, I comics, I coins, I antiques, I record I players, I pictures I of I heros I or
I film I stars)
 Industrial I equipment I ( I metal I working, I manufacturing, I electrical
I equipment, I lab I and I dental, I automation, I office, I lighting, I restaurant I & I food
I service, I hydraulics)
 Cars I ( I car I and I truck I parts, I accessories, I ATV, I UTV I parts, I protective I gear,
I lighting I leds, I performance I parts, I GPS I and I technology, I motorcycle I and
I scooter I parts, I car I cleaning)

Price: I
The I price I of I items I is I lower I than I ordinary I market I and I shops, I lets I watch I some
I them:
 Apple I iPhone I 12 I pro I max I 128GB I - I $972
 Apple I iPhone I 12 I pro I max I 512GB I - I $1185
 1 I pair I oven I gloves I – I $17.9
 Lawn I mower I Honda I 160 I CC I Professional I trimmer I - I $709.2
 Light-Controlled I Street I lamp I - I $55.5
 SummerX I children I pool I - I $34.4 I - I $37.4
Nowadays I almost I all I online I shopping I companies I have I “Black I Friday” I period
I when I all I items I will I be I sold I with I discount. I For I example, I www.ebay.com I is
I offering I 20-40 I % I discount I for I products, I however, I www.alibaba.com’s
I products I are I being I sold I with I 15-70% I discount. I In I this I viewpoint I of I the
I promoting I blend, I eBay I Inc. I decides I the I cost I ranges I and I cost I focuses I for I its
I administrations. I Among I the I 4Ps, I this I component I is I straightforwardly
I connected I to I the I company’s I benefit I edges I and I universal I market I share.
Promotion: I
The I company’s I comparing I techniques I and I strategies I characterize
I communications I between I the I trade I and I the I target I shoppers I and I sellers. I For I case,
I open I relations I exercises I are I special I in I fulfilling I the I destinations I in I this I portion I of
I the I 4P. I Viable I advancement I is I key I to I overseeing I customers’ I desires I and
I expanding I the I company’s I advertise I share I within I the I worldwide I e-commerce
I industry. I The I taking I after I components I of I the I special I blend I are I connected I in
I eBay’s I showcasing I blend:
 Sales I promotion
 Social I media I advertising
 Public I relations
Sales I promotions I are I the I most I essential I strategies I in I eBay’s I promotional I market
I mix.

Place:
l In this aspect of the marketing mix, the analysis focuses on the
l channels or places where eBay Inc. distributes its products in the
l market and transacts with target customers. These places or l venues
may include physical and virtual locations. For example, l online
platforms are among the channels considered in this part of l the
4Ps. The company manages distribution through a multi- l pronged
strategy that includes various technologies that enable l consumers
and merchants to easily access services from the l multinational
business. In this case, the places relevant in this l aspect of eBay’s
marketing mix are as follows:
 Websites of companies
 Mobile applications
 App programminginterface
l Official websites and portable apps are the most places for clients to get to
l eBay’s e-commerce administrations. In case, shippers and customers can
l utilize the company’s commercial center websites and apps for iOS and
l Android. In this portion of the 4P, the company moreover disseminates its
l items through its application programming interface. The API permits l third
parties, such as other websites and apps, to get to the company’s
l administrations and its database of things for deal. Hence, these places
l optimize endeavors to reach target markets and back eBay’s nonexclusive
l procedure for competitive advantage and seriously procedures for
l development. This promoting blend appears that the company’s strategic
l administration points to supply numerous choices for getting to the
l administrations of the trade.

PART I i 2
Opportunities:
eBay’s I i on I i of I i the I i most I i important I i opportunity I i is I i its I i online I i payment. I i There I i is I i an
I i increasing I i amount I i of I i mobile I i shoppers. I i eBay I i has I i a I i wonderful I i payments
I i system I i PayPal I i which I i is I i widely I i accepted I i and I i followed I i by I i many I i online
I i retailers I i and I i online I i shoppers I i as I i it I i is I i convenient I i and I i easy I i to I i utilize. I i If I i you I i want
I i to I i buy I i its I i product, I i you I I I are I I i required I i to I i spend I i 10-15 I i minutes I i to I i buy.
In I i addition, I i eBay I i has I I I I an I I i advantage I I I of I I I being I i big I I i retailer I i company I I i because I i of
I i it I i has I i an I I I access I i to I i hugest I i online I i marketplace I i among I i the I i globe. I i eBay I i has I i its I i IT
I i and I i CRM I i systems I i in I i place I i and I i could I i easily I i stake I i out I i a I i market I i share I i from
I i Alibaba I i and I i other I i online I i retailers.
Moreover, I i eBay I i is I i icreasing I i sales I i of I i electronics. I i This I i has I i great I i impact I i on
I i attracting I i young I i and I i loyal I i consumers. I i There I i is I i a I i chance I i to I i buy I i big I i sized
I i technologies I i also I i and I i shipping I i system I i is I i additional I i benefit I i of I i company.
Threats:
Products’ I i high I i average I i cost I i among I i the I i world. I i As I i mentioned I i before, I i other
I i online I i shopping I i companies I i have I i more I i discount I i than I i eBay. I i For I i example, I i if
I i Alibaba I i or I i Amazon I i offer I i a I i surprised I i discount I i on I i electronic I i gadgets I i most I i of
I i young I i male I i people I i start I i to I i follow I i these I i companies, I i in I i that I i case I i the I i eBay I i lose
I i its I i most I i consumers.
Error I i in I i shipping I i or I i payment I i system. I i If I i any I i client I i faces I i a I i problem I i with
I i shipping, I i the I i company I i loses I i loyalty I i of I i clients. I i For I i instance, I i one I i customer

I i receives I i wrong I i good I i which I i is I i bought I i by I i another I i client, I i there I i will I i be I i double
I i problem I i for I i shipper.However, I i if I i someone I i pay I i for I i good I i and I i can I i not I i get I i the
I i product, I i he I i or I i she I i never I i buy I i from I i eBay.
Growing I i competition I i with I i competitors. I i Amazon’s I i online I i performance I i has
I i significantly I i increased I i and I i attracting I i millions I i of I i various I i clients.It I i can I i break
I i the I i industry I i of I i eBay I i if I i it I i continues I i growing I i with I i this I i temp. I i The I i main I i problem
I i is I i the I i both I i two I i companies I i located I i in I i the I i USA. I i Alibaba I i also I i can I i affect I i sale’s I i of
I i eBay I i by I i its I i super I i discounts I i and I i extraordinary I i items I i which I i are I i useful I i for I i daily
I i life.
Exchange I i rates I i of I i cash I i among I i the I i world. I i eBay I i receives I i a I i part I i of I i its I i income
I i from I i foreign I i sales. I i The I i profits I i that I i are I i sent I i back I i to I i USA I i are I i converted I i into I i US
I i dollars I i and I i may I i be I i affected I i by I i the I i exchange I i rates I i of I i money I i in I i various I i states,
I i especially I i when I i the I i dollar I i is I i appreciating I i against I i other I i currencies. I i For
I i example, I i dollar’s I i price I i in I i Turkey I i are I i dropping I i nowadays I i and I i Turkish I i people
I i prefer I i to I i buy I i items I i from I i their I i domestic I i market.

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