Marketing Report: eBay's Functions and Strategies Analysis

This report provides a detailed analysis of eBay's marketing strategies, functions, and their interrelation with other business units. It begins with an introduction to marketing, highlighting its importance in the current business environment, and then focuses on eBay as a case study. The report covers the key roles and responsibilities of marketing functions such as promotion, product development, marketing strategies, and market research. It evaluates the links between marketing roles and organizational processes, including the interrelations with HR and finance departments. The report further analyzes the significance of these interrelations in achieving business goals. It then explores how eBay applies the marketing mix (product, place, price, promotion, people, process, and physical evidence) to achieve its business objectives. Finally, the report includes a basic marketing plan for eBay, incorporating the 7Ps of marketing to achieve marketing objectives, followed by a conclusion and references.

Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibility of marketing functions.............................................................1
P2. Evaluate that how marketing roles & responsibility linked with organisation process.........2
M1. Analyse the roles & responsibility of marketing in context of business environment.........3
M2. Analyse the significance on interrelation between marketing & other organizational units4
D1. Critically analyse the marketing functions and how they interrelated with other units of
business........................................................................................................................................4
TASK 2............................................................................................................................................5
P3. Evaluate that how organizations apply marketing mix in order to achieve business
objectives.....................................................................................................................................5
M3. Evaluate different tactics used by organization to achieve organizational goals &
objectives.....................................................................................................................................7
TASK3.............................................................................................................................................7
P4 & M4. Develop basic marketing plan in context of organization along with evidence ........7
D2. Strategic marketing plan that applied 7P's in order to achieve marketing objectives.........10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the practice which helps the individual as well as overall organization to sell
their products in the market in order to maximise their profit margin. Basically marketing is the
process to interact with their potential customers or clients (Baker and Magnini, 2016). This
process include the various activities such as research, promotion, selling, distribution, feedback
etc. According to current scenario of business environment, market is essential for every
organization is they wanted to increase awareness regarding their products & services.
In order to get better understand of this concept, this report select eBay and compare its
business stargates with other organizations. This project report cover various topics such as roles
& responsibility of marketing functions and how they interrelated with other business units. In
addition, it include the marketing mix of the choose company which helps in achieving business
objectives and evaluate a basic marketing plan in context of organization.
MAIN BODY
TASK 1
P1. Key roles and responsibility of marketing functions
Overview of Organization: eBay is an American multinational e-commerce company
and it based in San Jose, California, U.S. Company founded in 1995 by Pierre Omidyar and there
operations in about 30 countries. People can buy or sell product through online auction where
variety of goods & services buy & sell worldwide. It is an online shopping website which is very
popular among the customer due to their unique feature to sell old product and the needed person
can buy it.
Marketing function helps a entity to analyse or identify the potential goods which helps
the organization to satisfy their customer's needs & desires. By using these functions, company
able to achieve their business goals & objectives (Bünte, 2018). In context of eBay, there are
various functions perform by the organization and it included certain roles and responsibilities
which discussed below:
Promotion: It is the basic function of marketing to promote their products in the market
in order to increase their demand which automatically increase the sale and then profitability. By
using advertisement mode to promote their product is become very common. If business wanted
to do something different then they have to build strategies accordingly. Promotion is a kind of
1

communication between persons who buy and sell products or services. In context of eBay,
company uses online promotional strategy to advertise their products for their customers.
Product Development: At the time of launching or introducing new product,
organization use this function where before launching new product in the market for the use of
customers. Product will be introduced in two ways either totally new product or done few
changes in the existing product. Marketing plays very important role for product development so
managers have to build strategies accordingly. In context of eBay, they provide online platform
to their customers to buy or sell goods as per their price range and keep updating their content as
per the requirement of customers.
Marketing Strategies: It include various policies or actions which helps the employees
to perform their task accordingly. It is one of the important function of marketing because
without formulating strategies business enable to perform each step. Managers of the company
build strategies in order to achieve business goals & objectives (Cabrera and Williams, 2014).
Company develop marketing plan where they define the way of performing and for it they
required good research. Because market research will helps in analysing customer needs, taste,
preference etc. And further strategies develop accordingly. Managers of eBay analyse these
factors before developing any strategy for business.
Market Research: It is one of the important marketing function where before developing
any product they have to done intense research about it. Here manager identify taste, desire or
need of customers and then research about their competitors in this field. eBay company
regularly research the market in order to identify current trend of market which can become
opportunity in the future.
Above mention marketing functions plays very important roles & fulfil their
responsibility in order to achieve business goals & objectives. By using these functions,
managers able to develop product and done its marketing in order to generate interest among the
customers.
P2. Evaluate that how marketing roles & responsibility linked with organisation process
Marketing is not limited with the sale of goods & services it is also interrelated with the
other business units of the company. Marketing have to perform from business point of view,
customer point of view and fulfil their responsibility which helps in achieving business goals &
objectives. eBay is an American based e-commerce multinational company which provide online
2

platform to sell or purchase goods from suitable price range. Company perform on very large
scale so it important to have effective relation with other business units. Such as finance, human
resource, operations etc. In context of eBay, interrelations of business functions are discussed
below:
Marketing and HR department: HR department plays very important role in the
organization through hiring skilled people which helps the business to achieve their task and
perform effectively. HR function is responsibility to select skilled or talented people workforce
in the organization (Davari and Strutton, 2014). Managers have to ensure that, if individual
perform well they they will be rewarded for it because it will motivate them to perform better.
On the other hand, company have to promote their brand and products so they use various
promotional strategies. This process also done by any person which recruit by the HR
department and provide necessary training to enhance their skills. So interrelation of business
units of eBay will helps the organization to hire talented people which helps in achieving their
marketing goals through formulating effective strategies.
Marketing and finance department: Finance department have responsibility to manage
finance and monitor the resources. This function include the various activities such as developing
plan, organising budget, audit the results and control the overall financial structure. Finance
department have responsibility to prepare budget and keep updated on timely basis. They also
play major role through allocating & distributing funds among the different departments in order
to complete their task or perform smoothly. In context of eBay organization, management have
to ensure that coordination between finance and marketing department need to be effective.
Because marketing department required funds in order to develop marketing plan, strategies etc.
In addition, company required additional money for promotional strategies which further provide
benefits in monitory terms (Festa and et.al., 2016). Interrelation among the different department
will promote effective communication which helps in reducing unnecessary activities ans cost as
well. It will be analyse at the time of preparing budget and they make sure to control over every
wasteful activities.
M1. Analyse the roles & responsibility of marketing in context of business environment
Marketing department perform various roles and responsibilities which helps the business
to achieve their goals and objectives. Roles & responsibilities performed by marketing
department of eBay are discussed below:
3

Marketing Information System- This system helps in collecting data which required by
the manager in order to formulate strategies accordingly. With the help of this system,
organization able plan, implement, control, formulate strategies and introduce new products
which increase the profitability of the company. eBay used this system to collect information
about various factors which is important to have and provide benefit to the overall organization.
Monitor Market Environment- It also very important to analyse external factors
because it is the responsibility of marketing function to develop strategies to grow in the
marketing environment. It further provide constructive response such as changes in market
trends, economic and social forces. Along with this political stability, legal changes and adopt
new technology etc.
M2. Analyse the significance on interrelation between marketing & other organizational units
In context of organization, interrelation between different departments such as marketing,
finance, operations, HR etc. will helps in achieving business goals & objectives. HR department
helps in recruiting right people for the right job. Where these people build various marketing
strategies to increase productivity as well as profitability (Kahn, 2014). On the other hand,
finance department develop budget for each functional unit of business, so they are able to
perform their task such as marketing department formulate promotional strategy to increase
brand awareness which automatically the demand of product. It further helps in increasing
productivity as well as profitability which fulfil the goals of business.
D1. Critically analyse the marketing functions and how they interrelated with other units of
business
Marketing is very important for the organization as well as play very essential roles &
responsibility to balance their different departmental functions. Promotional strategy of
marketing will help the HR department to recruit talented people by using advertisement mode.
With the help of market research, manager able to identify need or preference of customer which
helps in developing product accordingly. Further these functions help the finance department to
develop budget or allocate resources for other business units. Marketing used to enhance brand
image which help the HR manager to getting skilled and talented people in the organization. In
addition, finance department distribute funds as per the requirement of every department.
4

TASK 2
P3. Evaluate that how organizations apply marketing mix in order to achieve business objectives
Marketing Mix is the set of actions which taken by the organization at the time of
launching new product or dine some changes in the existing products. It further helps the
manager to achieve their business goals & objectives (Kuntonbutr, 2019). It consist seven factors
which influence the customers to purchase their products or services. Basically marketing mix
used to accomplish organizational goals. In context of eBay, manager follow this strategy
effectively.
Overview:
eBay is an multinational American based company which provide online platform to their
customers to buy and sell their goods of their own condition. Currently company deals in the
range of fashion, home, electronics, cosmetics and appliances etc.
Objectives of eBay:
 To build strong customer base through providing quality service and maintain brand
loyalty in order to get sustainability.
 In order to become number one e-commerce company, manager ensure that they provide
quality service ion comparison to their competitors and offer attractive deals to attract
potential customers.
eBay has various competitors because every business provide online mode of shopping
which is beneficial for both. Before entering in the competitive market every organization have
some gaols & objectives which they wanted to achieve and further they take necessary actions in
order to complete it (Lane, 2016). Below mention marketing mix will evaluate that how different
organizations perform their functions in order to achieve their business goals & objectives:
Marketing Mix eBay Amazon
Product Company deals in the range of
electronic items, fashion, beauty,
motors, health, sports, home and
gardening products etc.
Amazon company offer product by
using online platform where they
offer various items such as fashion,
home appliances, cosmetics,
healthcare, media content, electronic
items etc.
5

Place Company reach almost 30 countries
and serve worldwide in order to make
their brand global (Lee and et.al.,
2014). Customers can reach company
any time by using websites and their
mobile application of shopping.
Amazon does not have physical
stores because they deal online.
Currently company deal in 11 global
countries which included Canada,
North America, Germany, Mexico,
United Kingdom etc.
Price eBay follow two pricing strategies
such as prevailing market price and
dynamic pricing strategy. It allow the
buyers or sellers to negotiate their
product price which called flexible
pricing.
Amazon company follow
competitive pricing strategies and
ensure to provide best price in
comparison to their competitors.
Promotion eBay follow various methods of
promotions such as online
advertisement on google, You Tube,
television, news paper etc.
Amazon company use online
method of promotion such as social
media, television,news paper etc.
Process Company follow the simple process,
if seller wanted to sell any product so
they can post the picture along with
few lines of description about
product. On the other hand, buyer can
buy through following common
process. After product shipped to the
buyer and payment received by the
seller will complete the whole
process.
Here customer have to follow very
simple process where they have to
place online order and choose
payment mode (Londhe, 2014).
After getting product process will be
completed and customer have return
option as well if they does not
satisfy with the product.
Physical
Evidence
Company have physical evidence in
form of eBay fulfilment centres which
helps the customers through provinf
information regarding product
Amazon sell their products with
unique colour packaging and their
logo which can be easily identified.
Along with this, official website and
6

receive, inspect, store and shipment.
Website and packaging also comes
under the physical evidence.
mobile application also determine as
physical evidence that help
customers to track their product and
keep records.
People In the eBay company, around 12,600
people employed and perform their
task in order to achieve achieve
business goals & objectives. Digital
marketing team of the company will
continuously provide the assistance to
the customers along with supervision.
With the help of large digital
marketing team or online and social
media promotion will help the
company to attract large customers.
They further perform and keep
update their customers regarding
latest offers and discounts.
M3. Evaluate different tactics used by organization to achieve organizational goals & objectives
7P's of marketing mix helps the business to achieving organizational goals and
objectives. It is important for every company to develop effective product which has market
demand and fulfil customers needs & expectations (McDougall, 2013). Company offer long
range of products by using appropriate pricing strategy and increase the availability through
effective distribution channel. After various research, eBay launch its strategy to sell online
products and set price accordingly. Company deals in various range of products such as fashion,
home appliances, healthcare, motors etc. Company using flexible pricing strategy which attract
large number of customers and further is help in maximising productivity or profitability.
TASK3
P4 & M4. Develop basic marketing plan in context of organization along with evidence
Marketing plan is the overall business plan which consist various marketing strategies in
order to complete their business goals & objectives. Along with this, it include the list of actions
or activities which required to perform to complete their task. Marketing plan develop for
specific time period in order to achieve marketing objectives.
Marketing plan help in improving business process and provide competitive advantage
through introducing new product or service in the market. Such as eBay company deliver food in
most effective manner. All the information listed in a document which implemented by the
7

company in effective manner and it include various tactics or strategies which adopted by the
eBay company along with various tools & techniques. Below mention information required to
produce marketing plan:
Executive summery: eBay Inc is one of the largest online retail company of world and
its effective mobile application will help the customers to feel connected with them (Mueller and
et.al., 2015). This company provide a unique platform to the buyer and seller to sell their
products on single platform such as cosmetic, fashion, electronics, motors etc. Company going to
launch a new mobile application “eBay Food”. This application provide online food delivery
options which is very beneficial for customers and it will save time and efforts as well. In order
to increase demand among the customers they develop marketing plan which mentioned below:
Mission: To provide global trading platform where anyone can take part and trade
practically anything.
Vision: To become customer's favourite place for discovering their talant of unique
selection.
Objectives:
 To increase their market share around 10% in the one year after launching their new
mobile application (Pike, 2015). In this time period they motivate their employees to
reach this target and through effective performance.
 To increase company's sales & profit margin up to 20% in up-coming year through
satisfy their customers with effective services.
SWOT Analysis: It is the framework which used by the organization in order to identify
strength, weakness, opportunity or threats of the company. At the time of formulating strategies
for marketing plan, manager of eBay company have to evaluate their business process with the
help of SWOT Analysis and it discussed below:
Strengths Weaknesses
 Company introduce new mobile
application for food delivery and it get
huge success because of their good
reputation among the customers.
 Core strength is effective or strong
customer relationship and it will be
 Biggest weakness of the company is
technical malfunctioning because
delivery executives will deliver the
food to other people rather than their
actual customers.
8

developed because of regular feedback
from them and improve the area which
required.
 Because of online services, company
enable to provide product description
which reduce their positioning in the
market.
Opportunities Threats
 Company has opportunity to expand
their business in Japan market through
launching food mobile application.
 Business can expand their business
through merger or acquisition in the
international market.
 Because of their good reputation in the
market, eBay can launch new product
in order to capture market share.
 Now company face huge competition in
the same nature of business which
reduce their productivity as well as
profitability. Biggest competitors in
online shopping is Amazon.
 Rapidly change in the technology
became threat for the company because
change in the technology at very large
scale is not possible and it required
huge capital investment as well.
STP Analysis: With the help of this analysis management of eBay company develop
strategies and implement it accordingly. With the help of this, manager take effective decision in
order to achieve their business goals & objectives.
 Segmentation: In this analysis company identify the segment where they identify the
area who's they target for their product. In context of eBay company, they select the
psycho-graphic segment where people are more digitalised and use internet on regular
basis. Company introduce mobile application of food through analysing the demand of it
in the market in this segment.
 Targeting: On the basis of segmented market, company further target this area and
develop strategies accordingly (Pike, 2016). In context of eBay, they targeting people on
the basis of income or usage of online services or applications. They targeting young
generation or students who prefer to order food rather than wasting time on cooking
because it will consume lots time, efforts and cost.
9

 Positioning: Company launch their mobile application of ordering food which save the
time of customers and done its positioning in the mind of customer as cost effective and
time saving way or reduce their hunger. Organization use online platform to promote
which attract more customers which they targeted actually.
Marketing budget:
MARKETING BUDGET (£)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Monitoring & Controlling: After implementing marketing plan in effective manner, it is
essential for organization to control or monitor business performance on regular basis. In context
of eBay, company monitor all the marketing activities and make sure that each action will be
taken as per the strategies formulated by the manager with the help of marketing plan. At the of
launching new mobile application for food, business have to use effective promotional technique
which able to attract large customers and help the company to achieve their business goals &
objectives. Name of mobile application is “eBay food” which provide online food delivery
option to their customers from near by restaurants. In order to succeed this plan, eBay company
produce market plan which include the vision, mission, objectives, SWOT analysis, STP,
marketing budget etc.
10