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Competitive Strategies Case Study
Case Title:
eBay's Competitive Strategies in China
Publication Year : 2007
Authors: Shital Vakhariya, Mridu Verma
Industry: Internet and e-commerce
Region:China
Case Code: CCA0048P
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
$4.5 billion-eBay.com (eBay) is one of the largest online auctionand shopping website where people and businessman buy and sell goods and services worldwide. eBay also own PayPal, Skype, and Eachnet. eBay has a global customer base of 181 million. The company has 31 websites across the globe, from Brazil to Germany to China
eBay was losing market share in China. To boost traffic in the world's second-biggest Internet market, the company decided to form a partnership with Beijing-based Tom Online Inc. With the deal, eBay sought to establish its leadership in ecommerce market in China. The case discusses the initiative taken by the company to regain its market share
Pedagogical Objectives:
- The online auction market in China
- eBay’s localisation strategy
- Challenges faced by eBay in China
- eBay’s venture strategy to establish its leadership in e-commerce market.
Keywords : Online Auction; shopping website; EachNet; PayPal; Skype; Taobao; China; Market Share; Virtual Feedback forum; Core Competency & Competitive Advantage Case Study; Meg Whitmen
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