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HI6006: Competitive Strategy - Analysis of E-Bay Company

   

Added on  2020-03-07

7 Pages1421 Words147 Views
Running head: COMPETITION ANALYSIS 0Competitive Strategy

COMPETITION ANALYSIS1Table of ContentsAnalysis of eBay........................................................................................................................2E-Bay’s Business Model........................................................................................................2Company’s Strategy...............................................................................................................2CAGE structure......................................................................................................................3Analysis of Atlassian..................................................................................................................4Company’s Strategy...............................................................................................................4Atlassian Business Model......................................................................................................4CAGE structure......................................................................................................................5References..................................................................................................................................6

COMPETITION ANALYSIS2Analysis of eBayE-Bay incorporation is an international electronic commerce organisation, facilitating online sales between consumers and businesses. The company was started in 1995 by Pierre Omidyar. The organisation provides the facility of online auction and shopping of wide variety of products. The company had revenue of US$8.97 billion in 2016 financial year. Thepurpose of selecting eBay is that the organisation changed the method of online trading, by taking a risky step of using innovative technology. This decision of company helps them in gaining a competitive advantage over their competitors (Simonsohn 2010). E-Bay’s Business ModelAccording to Zott & Amit (2010), eBay has adopted a unique strategy that helps themachieve success in electronic commerce market. E-Bay is originally an auction site that assists customers in selling their products to other customers. The unique business perspective help organisation in increasing their customer base and increasing customer satisfaction. The company provides a new form of trading which is not provided by other online retailers such as Amazon or Wal-Mart. The company features online auction where interestedcustomers can bid their prices on a product and the largest bidder gets the product. The website structure is simple and easy to understand. The organisation’s unique business model helps them gain a competitive advantage because the customer base is not restricted by geographic boundaries. Company’s StrategyThe research of Chen, Liu & Yu (2012) provides that eBay’s strategy is to provide high-quality services to its customers, to maintain their satisfaction and deliver products at cost-effective prices that help them gain an advantage over its competitors. Following are the key elements in their strategy:The company provides a customer-to-customer trading option in the online retail market. Customers can buy new products from different companies or auction their stuff on the website. Other customers can bid their price and the product is sold to the highest bidder.

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