eBay: King of the Online Auction Industry Louis Marino Patrick Kreiser

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Presentation transcript:

eBay: King of the Online Auction Industry Louis Marino Patrick Kreiser McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

eBay What is competition like in the online auction industry? Do a Five-Forces analysis to support your conclusion. McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

eBay 2. What is the competitive arena in online auctions – local, regional, national, multi-national, or global? Is the arena changing? Is global competition a future possibility? McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

eBay 3. What forces are operating in the online auction macro-environment that have the power to alter the nature and structure of competition? McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

eBay 4. What does a strategic group map reveal about the positions of the major players in the online auction industry? Is eBay in a good position on the map? Why or why not? McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

eBay What do you see as the key success factors for firms in the online auction industry? McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

eBay What does a SWOT analysis reveal about eBay’s situation? Is the company in an attractive situation and position? Why or why not? McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

What is your assessment of eBay’s financial condition? McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

eBay Does your competitive strength analysis of eBay and its rivals reveal that eBay has a competitive advantage or a disadvantage? What are the sources of the advantage or disadvantage? McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

eBay Based on your analysis of the industry and of eBay’s situation, what problems and issues does eBay’s top management need to address? Which ones are top priority? Low priority? McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

eBay What actions would you recommend to Ms. Whitman and Mr. Omidyar to improve the company’s competitive position and long-term financial performance? McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Q1. Industry Environment Software, servers, and website hosting services readily available; high traffic websites have some clout Barriers relatively low except for marketing/ad costs; hard for incumbents to retaliate; likely entrants include other Internet portals POTENTIAL ENTRANTS INDUSTRY COMPETITORS SUPPLIERS BUYERS Rapid growth weakens rivalry; recent entry of competitors heightens rivalry; Jockeying centers on image, reputation, brand awareness, etc. low switching costs, moderate product differentiation Individuals have little leverage; power users may have some power; both users have low switching costs SUBSTITUTES Classified ads; flea markets, garage sales, live auctions – high transaction costs McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Q3. Driving Forces in the Macroenvironment Growing use of the Internet by individuals and households across the world (favorable) Recent entry of major competitors and the potential for further entry (unfavorable) Advances in Internet technology as concerns site reliability, security of credit card transactions, and user connection speeds (favorable) The long-term potential for global competition as the industry leaders maneuver and position themselves to contend for global market leadership McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Q4. Strategic Map eBay Reputation/Brand Awareness Auction Categories Yahoo, Amazon Strong Med. Weak eBay QXL.com Classified Ads Reputation/Brand Awareness Niche auctions, Fairmarket.com Live auctions Flea markets/ Garage sales Auction Categories McGraw-Hill/Irwin Strategic Management, 3/e Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.