Creative Marketing

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EBAY MARKETING| March 7
2013
|
NGUYEN HONG NGOC - 17389828| Assessment 2 Creating Markets|

Assignment Cover SheetSydney Graduate School of ManagementSchool of Business | | Student Name| Nguyen Hong Ngoc|
Student Number| 17389828|
Unit Name and Number| Creating Markets - 200732|
Tutorial Group| |
Tutorial Day and Time| Thursday – 6pm-10pm|
Lecturer/Tutor| Mr. Lou Coenen|
Title of Assignment| Assessment 2 – EBay Marketing|
Length| 2027|
Due Date| 7 Mar 2013|
Date Submitted| 7 Mar 2013|
Campus Enrolment| Parramatta|
Declaration: I hold a copy of this assignment if the original is lost or damaged. I hereby certify that no part of this assignment or product has been copied from any other student’s work or from any other source except where due acknowledgement is made in the assignment. I hereby certify that no part of this assignment has been submitted by me for any other assessment or if it has that appropriate referencing has been provided. No part of the assignment/product has been written/produced for me by any other person except where collaboration has been authorised by the subject lecturer/tutor concerned I am aware that this work may be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking)Signature: Nguyen Hong NgocNote:An examiner or lecturer/tutor has the right not to mark this assignment if the above declaration has not been signed)|

Table of Contents
Introduction3
Company Profile3
Market Situation4
Recent marketing strategy7
Creating Markets theories applied to eBay10
Conclusion12
References13

Introduction
In this century, the retail business is shaping into other form better reaching customers due to developing technology, it is going online. According to Ennico and Shebley (2009), the Internet brings small business retail into new future, in which there are more than 80 million registered users worldwide; eBay is where “the moms and pops are going to launch their e-commerce empires”. This paper is going to concentrate on market situation of eBay in Australian, from that stating the recent marketing strategy and apply Creating Markets theories to those in order to clarify the factors contributing in eBay AU’s success. Company Profile

EBay has become the world’s largest online marketplace with more than 100 million active users globally (as of Q4 2011 statistic). This incorporation is founded in 1995 by a computer programmer named Pierre Omidyar with an idea of “experiment”: What would happen if everyone in the world had equal access to a single global marketplace? This programmer posted his broken laser pointer to test the auction website and surprisingly, it was sold at $14.83, which was the milestone to develop a remarkable efficient market for everyone to do business with strangers in trust. Therefore, eBay was considered to be the world’s first online social networking as a diverse and passionate community of individual buyers and sellers, as well as small businesses. Since then, eBay has grown to have a presence in 39 markets (concluding partnerships and investments) with more than 90 million users worldwide, trading more than $2,100 goods per second (in 2011). In 2002, eBay acquired PayPal due to the preference of customers as an online payment method. Later on, eBay expanded by acquiring innovative businesses, such as Shopping.com, StubHub, Bill Me Later, GSI Commerce and others, which brought efficiencies and positioned eBay as the global leader e-commerce trading company. Market Situation

According to Greenblat (2011), eBay has been considered to nominate the Australian online market as one of the standout incorporation’s high-growth areas, out-performing its other international markets. Mr. John Donahoe, chief executive of eBay, has pointed out that Australian market is...
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