Exploring entrepreneurial marketing

Running Head: STRATEGIC MARKETING 1
Strategic marketing
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STRATEGIC MARKETING
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Introduction
The article gives long term recommendations to the top management of eBay regarding
the various challenges the online platform is expected to face while seeking to expand its
business in New Zealand. After a successful review of the Macro environment,
microenvironment, strengths, weaknesses, and threats which the online platform is expecting to
face during its business expansion, there is a need to offer recommendations. Despite having
various strengths over its competitors, the online platform is exposed to several drawbacks,
which may limit its success in the new market hence the need to make recommendations on how
to avert or solve them (McDONALD, 2016). Implementation of these recommendations within
the organization will help in ensuring the success of eBay.
Strategic challenges to be addressed
While exploring the new market, the business will face an intensely competitive industry
situation. An intense competitive industry situation will be caused by some of the existing online
and offline marketers in New Zealand (Ducange, Pecori & Mezzina, 2018). A fierce competitive
industry situation poses a significant threat to the business since it may cause its closure.
Besides, this challenge may offer undue pressure to the company hence disrupting its focus.
Competition may also cause eBay to sell its products at a lower price to attract customers .The
move may cause the business to incur substantial losses hence losing its key suppliers. eBay top
management needs to establish a strong network before and after the entrance in this new market
to avert these challenges (Banerjee, 2017). Networking will ensure a vast customer base, a
healthy working environment with business competitors and suppliers. Having an active online

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presence and setting long-term and short term goals to avoid getting disrupted are other strategies
the management can implement to develop a sustainable competitive advantage in the long-term.
Strategic positioning
While entering this new market, the top management of eBay should work toward
strategic positioning. The reason behind this is strategic positioning will give an upper hand to
eBay as compared to its competitors. Implementation of Porter's generic strategies the business
can gain a competitive positional advantage. The model has four segments of Cost leadership,
Cost Focus, Differentiation Leadership, and Differentiation Focus. Through Cost leadership,
eBay can work toward becoming the lowest cost producer in the market through the economics
of scale. In cost focus, eBay can seek a small-cost benefits in a single or a limited number of
marketparts(Aghazadeh, 2015). In differentiation View, eBay can aim to differ with an
individual or a limited number of focus market parts. Lastly, through Differentiation
directorship, eBay can target many huge markets and work towards achieving competitive
advantage through distinctions across the whole market.
Considering the business processes key inside strengths such as an efficient business
model, strong market presence, and an increasing number of customers. The management should
empower and exploit these strengths as they will help the business achieve a competitive
positional advantage (Brown, Abduljabbar, Englund& Treen, 2018).

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High-level Marketing Objectives
By implementing the recommendations regarding strategic positioning, eBay will achieve
various objectives. However, the main objective is to achieve a competitive strategic advantage
over other online and offline businesses during its start-up period in New Zeeland. The goal set
by eBay meets the requirement of high-level marketing objectives as it consists of all the
required criteria of an S.M.A.R.T goal (Whalen et al., 2016).The goal is specific since eBay
wants to achieve a strategic position in the new market. The goal is measurable since it states the
specific location where eBay wants to achieve a competitive strategic advantage in New Zeeland.
The set goal is attainable as eBay can achieve it having set various strategies to be applied while
entering the new market. The objective is relevant since it revolves around the marketing