Marketing Essentials: eBay Business Report and Marketing Strategies

This report provides a comprehensive analysis of eBay's marketing strategies and functions. It begins with an introduction to marketing and its importance in the business world, followed by an overview of eBay as an e-commerce company. The report delves into the key roles and responsibilities of marketing functions, including promotion, product development, marketing strategies, and market research, and evaluates how these functions are interconnected with other organizational processes such as finance and HR. The report further examines the application of the marketing mix by eBay to achieve its business objectives, along with an evaluation of different tactics employed to reach organizational goals. A basic marketing plan is developed, incorporating the 7Ps of marketing to achieve marketing objectives. The report concludes by summarizing the key findings and providing references for further study.

Marketing
Essential
STUDENT NAME:

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibility of marketing functions.............................................................3
P2. Evaluate that how marketing roles & responsibility linked with organisation process.........5
M1. Analyse the roles & responsibility of marketing in context of business environment.........6
M2. Analyse the significance on interrelation between marketing & other organizational units6
D1. Critically analyse the marketing functions and how they interrelated with other units .......7
of business....................................................................................................................................7
TASK 2............................................................................................................................................7
P3. Evaluate that how organizations apply marketing mix in order to achieve business ...........7
objectives.....................................................................................................................................7
M3. Evaluate different tactics used by organization to achieve organizational goals &
objectives...................................................................................................................................10
TASK3...........................................................................................................................................10
P4 & M4. Develop basic marketing plan in context of organization along with evidence ......10
D2. Strategic marketing plan that applied 7P's in order to achieve marketing objectives.........13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

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 includes 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 covers various topics such as
roles & responsibility of marketing functions and how they interrelated with other business units.
In addition, it includes 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 their
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:
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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
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 functions 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 functions where before developing any
product they must 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.
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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 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 will be rewarded for it because it will motivate them to perform better. On the other
hand, company must 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 includes 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.
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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 and cost as
well. It will be analyse at the time of preparing budget and they make sure to control over every
wasteful activity.
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:
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 provides 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
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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. But
some times it plays negative role as well where any wrong action will promote negative
marketing which further ruin the brand value of the company in the market. Marketing has
positive as well as negative impact which affect the organization in terms of productivity as well
as profitability. So it is important for the managers to formulate marketing strategy with intense
research which helps in making effective decision. In addition, finance department distribute
funds as per the requirement of every department.
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 consists 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:
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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.
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 allows the
Amazon company follow
competitive pricing strategies and
ensure to provide best price in
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buyers or sellers to negotiate their
product price which called flexible
pricing.
comparison to their competitors.
Promotion eBay follow various methods of
promotions such as online
advertisement on google, You Tube,
television, newspaper etc.
Amazon company use online
method of promotion such as social
media, television, newspaper 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 must 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 do not satisfy
with the product.
Physical
Evidence
Company have physical evidence in
form of eBay fulfilment centres which
helps the customers through proving
information regarding product
receive, inspect, store and shipment.
Website and packaging also come
under the physical evidence.
Amazon sell their products with
unique colour packaging and their
logo which can be easily identified.
Along with this, official website and
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 business goals
& objectives. Digital marketing team
of the company will continuously
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
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provide the assistance to the
customers along with supervision.
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
customer’s 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. There are various
tactics used by the organization such as use social media sites such as Facebook, YouTube,
Google advertisement etc. for product promotion. It helps in attracting large number of
customers. eBay also deals in variety of products which helps in engaging with different types of
customers.
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 includes 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 company
in effective manner and it include various tactics or strategies which adopted by the eBay
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company along with various tools & techniques. Below mentions information required to
produce marketing plan:
Executive summary: 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 provides 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 talent 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 has 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.
 Biggest weakness of the company is
technical malfunctioning because
delivery executives will deliver the
food to other people rather than their
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 Core strength is effective or strong
customer relationship and it will be
developed because of regular feedback
from them and improve the area which
required.
actual customers.
 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 are targeting people
on the basis of income or usage of online services or applications. They are targeting
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young generation or students who prefer to order food rather than wasting time on
cooking because it will consume lots time, efforts and cost.
 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.
Marketing budget:
MARKETIN
G 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
MARKETIN
G 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 must 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 nearby restaurants. In order to succeed this plan, eBay company
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produce market plan which include the vision, mission, objectives, SWOT analysis, STP,
marketing budget etc.
D2. Strategic marketing plan that applied 7P's in order to achieve marketing objectives
Marketing plan is the kind of documentation where each and every action listed and
organization have to perform accordingly in order to achieve their business goals & objectives.
In context of eBay, company launch mobile application with the help of marketing mix tool and
it discussed below:
Marketing Plan Application on eBay company
Product Through introducing mobile application which provide easy access to
the customers and helps them to shop any time anywhere. Name of this
mobile application is eBay Food which provide fast delivery service of
food to their customers. This application is the product of eBay company
which they introduce among the customers. It further help the company
to achieve their objectives through maximising profitability.
Promotion Company use various promotional platform to increase awareness
among the people regarding their mobile application for food delivery.
Such as social media promotions, affiliation marketing, online
advertisements etc. It create awareness among the customers which
increase demand and automatically maximise the profit margin.
Price Company targeted all class of people so they charge price according to
the food and restaurant charges. Each and every customer able to order
food from any restaurant and it beneficial for customer as well to order
food after checking their ratings & public review (Puddle, 2015). If any
problem or quality related issues based by the customers so they can
reach customer services and share their problem. So here eBay has to
develop effective customer services in order to resolve each query of
customers. It further helps in achieving marketing objectives where
company wanted to maximise demand of their products.
Place Mobile application can be operated in every operating system such as
Android & iOS. This application will be available for worldwide use and
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through simple registration customers can use it and place their order.
Basically, customer can use this app anytime or anywhere where they
find near by restaurant which can deliver the food direct to the
consumers.
Process Consumers can download this food application from their play stores
which available on both Android or iOS(Apple phones). They can
simply place order through selecting restaurant or search item which
they wanted to order. After this they have to select payment options such
as online mode of payment or Cash on Delivery (COD). After receiving
food, process will be completed. Food directly delivered to the
customers. By using this process, organization can achieve their
marketing objectives.
People Digital marketing team of the company plays very important role
because they handle all the online orders and further proceed for
completion. Along with this, marketing team give lots of efforts to
promote this application or attract large customers in order to increase
productivity or profitability. Human resource are the essential assets of
the company which helps in meeting business objectives.
Physical Evidence In this case, physical deviance of eBay company is mobile application
which helps in delivering food to the customers through following
simple process of placing order. After successful delivery of food,
customer get the receipt of food delivery. Invoices and order delivered
mail is the physical evidence of the company which helps in satisfying
customers that they get their food or have proof to place order.
CONCLUSION
From the above discussion it has been concluded that, in the current business environment
marketing is very important which helps in making people aware about particular brand or
product. In context of organization, every department have to perform well and their interrelation
will improve the efficiency as well as effectiveness. With the help of marketing mix business
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able to identify their activities which they have to perform or achieve business goals &
objectives. At the time of launching new product, it is very important to make marketing plan
which include various elements which required to follow. In addition, if business wanted to
expand their business in the foreign market so they have to done intense research about customer
needs & expectation regarding product. Along with this, further strategies formulate accordingly
which maximise productivity as well as profitability.
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