Marketing Essentials Report: eBay Inc. Marketing Strategy and Analysis

This report provides a detailed analysis of eBay Inc.'s marketing strategies. It begins with an introduction to the marketing function, outlining its roles and responsibilities within the company and in the context of the external business environment. The report examines the interrelationship between marketing and other departmental units, such as HR and finance, and highlights the significance of these relationships in achieving business objectives. A key focus is on the marketing mix, with a comparison of eBay's approach to that of Amazon. Finally, the report presents a strategic marketing plan designed to achieve eBay's business goals and objectives, including attracting more customers and becoming a leading e-commerce website.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1. Marketing function's roles and responsibilities ....................................................................1
M1. Roles of marketing in context of marketing environment ..................................................2
P2. Interrelation of marketing with other departmental units ....................................................3
M2. Significance of interrelationship .........................................................................................4
D1. Critical Analysation..............................................................................................................4
LO2..................................................................................................................................................4
P3. Marketing Mix......................................................................................................................4
M3. Evaluation............................................................................................................................7
LO3..................................................................................................................................................7
P4. Market Plan...........................................................................................................................7
M4. Detailed marketing plan ....................................................................................................10
D2. Strategic market plan by using marketing mix ..................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a set of organisational activities and processes that is used to promote and
sell business products and services by indulging in market research and advertising. This report
is based upon an organisation named eBay Inc which is an American based e-commerce business
enterprise that provides goods and services to its customers through internet (eBay, 2019). This
report covers the significant responsibilities and roles of the marketing function in this enterprise
and in the context of external business environment. It also covers the interrelation between
marketing function and other functional units of an enterprise and the importance of this
interrelationship in achieving business objectives. It also covers comparison of eBay with other
business enterprise on the basis they apply marketing mix for achieving business goals and
objectives. At the end, it includes a strategic marketing plan which is developed for attaining
various business goals and aims which eBay desires to achieve.
LO1
P1. Marketing function's roles and responsibilities
Marketing function can be defined as a role that helps an enterprise in identifying
potential sources for the marketplace. It is very important for an organisation to use marketing
function in an appropriate manner for attaining various goals of an organisation. In eBay, there
are various functions of marketing that performs certain roles and responsibilities in a business
enterprise that are elaborated as follows-
Promotion- The basic function of marketing in an organisation is that it helps in
promoting and advertising goods and services produced by a business enterprise. Promotion is a
form of communication between buyers and sellers in which customers are made aware about the
existence of a specific product and service. Ebay uses online promotional techniques in order to
advertise its products to its buyers.
Product Development- It refers to developing a product as per the demands, tastes and
preferences of customers in the target market. Product is developed in two ways either by
introducing a brand new product in market or by making certain changes in the existing product
by analysing current market conditions. Marketing plays an important role in developing a
product by indulging in marketing research and identifying the strategies adopted by
competitors. For example: eBay provides a platform to both buyers and seller to buy and sell
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goods at various prices and it keeps on updating its website by analysing customer tastes and
preferences.
Market Research- It is determined as activities and actions that are used to gather
information about customers demands and desires (Abbate, 2017). The another important role
which is performed by marketing function is that it helps the organisation in indulging itself in
market research by analysing the competitors and by identifying the tastes of customers. The
basic role which is played by market research in an enterprise is to make the organisation aware
about the current trends in marketing. eBay indulges itself in market research in order to find out
what customers wants and provide them products and services in accordance.
Marketing Strategy- It is defined as a future looking approach for developing a plan
which is utilised to achieve business goals and objectives. Organisations can use various
strategies for formulating an effective marketing plan such as product development, market
development, market penetration, diversification, and so on. It is very important for a business
enterprise to indulge itself in proper market research and then on that basis formulate an effective
marketing strategy which will be helpful in achieving business goals and objectives (Abushadi
and et. al., 2015).
M1. Roles of marketing in context of marketing environment
Marketing performs various roles and responsibilities which helps the firm in achieving
its goals and objectives. The roles and responsibilities performed by marketing function is not
only limited to organisational context but, it is equally significant to external environment. The
roles performed by it in wider environmental context is elaborated as follows-
Marketing Information System- This helps the enterprise to provide it essential data
and information regarding certain specific factors which are planning, implementing, controlling,
developing strategies and developing products. For example, it helps in depicting data related to
logistics which is based on real time and helps in distributing work network in an appropriate
manner. eBay uses this system to attain information about various factors that are useful for its
overall functioning (Allen, 2016).
Monitor Market Environment- In context of external environment, marketing function
is responsible to monitor and develop the marketing environment. These developments provides
constructive response to develop a particular product or service of a business enterprise. It
involves changes in market traits, economic and social forces, political, legal changes, and so on.
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P2. Interrelation of marketing with other departmental units
Marketing is a wider concept that helps the business in achieving its goals by enhancing
profitability and productivity of an enterprise. But it is impossible for it to attain these goals
alone, so, it operates activities with other functional units in order to achieve business goals in an
appropriate manner. eBay is an American based e-commerce organisation that provides a
platform to both buyers and sellers to purchase and sell various range of goods and services
(Babin and Zikmund, 2015). As this enterprise operates on a large scale so, it is very important
for it to have appropriate collaboration and coordination between all its departmental functions
for delivering products to customers as per their requirements. In eBay, the interrelation between
marketing and other functional units are elaborated as follows-
Marketing and HR Department- HR department has the responsibility to recruit and
select skilled and talented workforce in a business entity and provide them rewards to motivate
them towards better performance. An appropriate interrelation between HR and marketing
processes makes sure that smart and talented workers are available in business for formulating
and executing functions of marketing. Timely incentives given by HR helps in enhancing
marketing team's performance. On the contrary, marketing helps in promoting and developing
organisation's brand image that helps in providing pool of skilled individuals for HR for
selecting best candidate for the business. In eBay, an appropriate coordination between these
departments has facilitated in achieving business targets timely and improved the overall
performance of workers.
Marketing and finance department- Finance department is responsible to properly
manage funds and monetary resources that consists of plan, organise, audit and control
organisational finance. It is also responsible to prepare budget timely and in allocating and
distributing funds among various departmental units. Thus, it is very important to form
appropriate coordination between finance and marketing department to ensure that adequate
funds are available for properly executing and implementing market plans and strategies. For
instance, money required to meet promotional and advertisement expenses is provided by
financial unit (Babiuk, Braun and Campbell, 2015). In eBay, interrelation between these
functional units has reduced unnecessary activities as financial department prepares timely
budget for market department and has appropriate control over wasteful business activities.
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M2. Significance of interrelationship
In a business enterprise, interrelation between all the units or departments makes sure that
business goals and targets are achieved timely which helps in smooth running of a business.
Finance department helps marketing department by providing it money which it can use in
promotional and advertisement of company's products and services. Similarly marketing
department helps HR department by doing advertisement if any job vacancy available in an
enterprise. In eBay, appropriate connection between marketing and other functional units helps
in achieving targets timely. It also helps in formulating an effective marketing strategy that is
used to achieve business objectives.
D1. Critical Analysation
Marketing is an vital function of organisation and it is vital for it to maintain a balance
with other departmental functions also. The promotion function of marketing helps the HR
department in recruiting talented employees in an enterprise by doing advertisement. By
indulging in appropriate marketing research, it becomes easy for an enterprise to appropriately
use financial resources which helps the finance department in its proper utilisation. Marketing
also helps in developing organisation's brand image which helps the HR department in getting
skilled and talented workforce Finance department helps in providing monetary funds to
marketing department which helps it in producing goods and services of high quality. (Brychkov
and Domegan, 2017).
LO2
P3. Marketing Mix
Marketing Mix is defined as a set of tools that are used by a business in achieving its
goals and objectives. It is kind of framework of seven factors that can be controlled by a business
for influencing customers, for purchasing its products and services. Each business is developed
for attaining certain goals and objectives and marketing mix helps it in attaining these goals.
eBay Inc- It is an American based multinational organisation that helps in providing an online
platform to buyers and sellers in buying and selling of various goods and services. It deals with
products like fashion, electronics, cosmetics, home and appliances, and so on (Dioko, 2016).
Objectives of eBay Inc- This business enterprise aims at achieving various goals and objectives
which are stated as follows-
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 To attract and increase number of customers by maintaining its brand loyalty among
consumers.
 To become number one e-commerce website in the world by being ahead of its
competitors in terms of quality and deals offered by this organisation.
eBay is an e-commerce company and hence, it has various competitors prevailing in
market due to increase in number of online buyers. Here, the business enterprise which has same
objectives as eBay is Amazon, which is another big American based multinational e-commerce
organisation (eBay Marketing Mix, 2019). Following is the comparison between these enterprises
the way in which they uses marketing mix to achieve these objectives-
Marketing Mix eBay Inc Amazon
Product The products and services in
which this enterprise deals is
electronics, fashion, health and
beauty, motors, collectibles,
sports, home and gardening
products, and so on.
The products and services
provided by Amazon online
are fashion, cosmetics,
healthcare, home appliances,
media content, electronic
devices, amazon web services,
etc (Folinas and Fotiadis,
2017).
Price It uses two pricing strategies
which are market oriented
which is based upon prevailing
market price and dynamic
pricing strategy which allows
flexible pricing.
On the other hand, the pricing
strategy of Amazon is
competitive and it always try
to provide customers with
products at more competitive
prices than other companies.
Place This e-commerce organisation
provides goods and services in
around 30 countries
worldwide. It is accessible in
all operating systems and
websites (Horton, 2019).
On the contrary, it do not have
physical stores and it deals
with 11 global countries
including Canada, North
America, Germany, Mexico,
United Kingdom, and so on.
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Promotion It uses various modes to
promote its products and
services such as online adds,
television, print media,
billboards, etc.
It uses online mode to promote
its products and services such
as social media, television, and
so on.
Process It involves in a simple
procedure in which seller is
required to upload a picture of
its product and a buyer is
chosen for the same. After this,
the product is shipped to the
buyer and payment is received
by the seller.
Its process is very simple and
easy. The buyers have to place
an order, make online payment
or can choose cash on delivery
option. After it, the company
accept the order and deliver it
to the customer.
Physical Evidence It has physical evidence in the
form of eBay fulfilment
centres that helps in receiving,
inspecting, storing and
shipping its products.
Moreover, its website and
packaging of products can also
be determined as its physical
evidence.
Whereas, Amazon sells its
products in a different and
unique colour packaging
which can be easily identified.
Moreover, its official website
and mobile application also act
as a physical evidence that
provides customers with
pictures of products in
different angles (Kotoua and
Ilkan, 2017).
People It has employed around 12600
people who works for
achieving various goals of this
enterprise. Its effective digital
marketing team helps the
customers in guidance and
The digital marketing team
helps this company in grabbing
large number of customers by
doing online and social media
promotion. Moreover, they
keep their employees updated
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supervision. about certain discounts and
offers.
M3. Evaluation
The 7P's of marketing helps the organisations in achieving its different goals and
objectives. It is important for an enterprise to develop an appropriate product that meets
customer's expectations, offer it by using appropriate pricing strategy, making it easily available
for buyers, promote it by using suitable means, provide physical evidence, in order to increase
company's profitability and productivity. eBay after doing appropriate market research produces
its products and price them as per the their demand. It serves various range of products such as
fashion, healthcare, home appliances, motors, and so on. It provides products in all ranges which
covers all kinds of customers and due to its flexible pricing strategy, it is able to attract large
number of customers. (Notta and Vlachvei, 2015).
LO3
P4, M4. Market Plan
Marketing plan serves as a roadmap to the business so that it can easily identify and
outline the marketing strategy and tactics which the firm will be using in the near future. This is
also coined as the process where the business seeks to achieve its targeted goals by implementing
advertising strategy.
Preparation of these marketing plans will assist the business to improve their plans and
strategies so that a competitive advantage can be gained and introduction of new service that is
eBay food delivery application can be done in the most effective manner. It is a business
document that is utilised for outlining business marketing tactics and strategies. It provides a
basis for formulation of a strategy which is adopted by an organisation by using various tools and
techniques (Ottman, 2017).
Executive Summary- eBay Inc is an e-commerce organisation that provides a platform for both
customers and sellers to buy and sell various range of products and services such as fashion,
cosmetics, motors, electronics, and so on. This enterprise is about to launch a new mobile
application named “eBay Food”, that deals with providing online food delivery to its customers.
For this purpose, marketing plan is developed as follows-
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Mission
The mission of eBay is, “ To develop a global marketplace which allows people to buy
and sell anything that can be sold.”
Vision
The vision statement of this enterprise is, “ To become number one and most trustworthy
e-commerce organisation and be ahead of its competitors.”
Objectives
The objectives towards which this mobile application eBay Food is launching are-
 To enhance company's market share up to 10% in upcoming one year by motivating its
employees to perform better.
 To increase sales and profitability of company up to 20% in upcoming year by providing
customer satisfaction (Perry and Pyatt, 2015).
SWOT Analysis
SWOT Analysis is used by the enterprises in identifying its competitive strength and
measuring its performance. In order to formulate marketing plan for launching mobile
application in an effective manner, SWOT analysis is done in following manner-
Strengths Weaknesses
 The business has a strength to promote
its new food application service in the
market place as the business of eBay
has good reputation and is at world's
largest internet marketplace.
 The core strength for the business is
that it maintains good customers
relations by gathering feedback from
the customers on regular basis.
 The weakness to the business of Ebay is
its technology malfunction due to
which the orders from the customers
are misplaced and are delivered to some
other places.
 Due to its online services, the business
does not provides its customers with
full product description which has
lowered their position in the market
(Pooler, 2018).
Opportunities Threats
 The business has the opportunity to  The business has to suffer from the
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expand its market in Japan by the
launch of new product that is ebay food
delivery services through application.
 The business can also grab the
opportunity by acquisition with other
firms for the services and products.
huge competition from the other
competitive firm that is Amazon.
 The firm also has the threat from rapid
changes in technology as it is difficult
for the business to adapt each and every
technological innovation.
Segmentation, Targeting and Positioning (STP) strategies:
Below mention are the marketing strategies which will support the business of Ebay in
taking their decision related to the marketing of their new products and services:
Segmentation: In this, the business will focus on the segmenting the large market into
the smaller section on the basis of the Psycho graphic segmentation where identification about
which area who are more towards the utilisation of the services of online food delivery and on
that basis the market will be segmented to be served with the services (Uncles, 2018).
Targeting : From the segmented market, in this strategy of marketing the business will
target the section on the basis of their income and usage of the online services where people
believe in online food delivery services rather than cooking it by themselves and will launch the
products in a successful manner without consisting much cost.
Positioning: Here the new application services of the eBay food will be positioned in the
mind of the customers by giving the customers a unique facility to get bonus after ordering from
the application on the basis of how much amount of food they have ordered. So that customers
get attracted towards the services and focus more on the ordering foods through online services.
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
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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 and Controlling
For implementing marketing plan in an appropriate manner, it is very important for an
organisation to monitor and control business performance from time to time. eBay monitor all
the marketing activities and makes sure that all the strategies are formulated properly. This
business enterprise while launching this mobile application, is required to ensure that proper
promotional techniques are utilised to make customers aware about the availability of the
product (Babin and Zikmund, 2015). The tools which are utilised for monitoring and controlling
of this market plan are metrics and by checking effective flow of communication.
eBay is launching a new mobile application named eBay Food which will provide online
food delivery services to customers. For this purpose, a market plan is developed that includes
mission, vision and objectives towards which this application is launching. A budget is also
prepared which is required to formulate this market plan in an appropriate manner. Tools such as
SWOT Analysis and STP model is also used in order to identify the company's competitive
advantage.
D2. Strategic market plan by using marketing mix
This plan is a kind of document that helps in providing guidance to perform future
activities for achieving business goals and objectives. This marketing plan for eBay for
launching mobile application is using marketing mix in following manner-
Marketing Mix Its usage in formulating market plan
Product In this, the product which is about to introduce
by this company is mobile application named
eBay Food which will provide fast online food
delivery service to customers.
Promotion For promoting this mobile application, this
enterprise will use online and social media
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promotional measures for making customers
aware about the existence of online food
delivery application.
Price This is targeted to all customer segments and it
will use different prices for different foods on
the basis of restaurant's rating and reviews.
Place This mobile application will be operated in all
operating system and will be made available to
both apple and play store. It will be available
worldwide in all the countries it is operating
right now (Abbate, 2017).
Process Customers will download this mobile
application from play store or apple store and
can simply place order for food among various
range of restaurants available. After it,
company will confirm the order and deliver it
directly to the customers.
People Its technical team will play a major role in
developing an effective mobile application
with unique features and the digital marketing
team will promote it among customers through
online promotion. (Abushadi and et. al., 2015).
Physical Evidence The physical evidence in this regard will be the
mobile application, the delivery person who
will deliver food to customers and the receipt
received by consumers.
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CONCLUSION
From the above assignment, it has been concluded that marketing is an important
function for every organisation with the help of which it is possible to make people aware about
products and services of an organisation. In addition to this, it has also been concluded about the
importance of interrelation in between different organisational functions which helps in efficient
running of the organisation. Further, the conclusion has been drawn about marketing mix which
provides information related to different aspects of a products to the organisation. At the end, it
is very important for an enterprise to develop a marketing plan to ensure that the project is
accomplished effectively.
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Online
eBay. 2019. [Online]. Available Through: <https://in.ebay.com/>
eBay Marketing Mix. 2019. [Online]. Available Through:
<https://www.mbaskool.com/marketing-mix/services/17174-ebay.html>
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