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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


Case Code: CCA0048P

Teaching Note: Not Available

Structured Assignment: Not Available

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$4.5 (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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