Marketing Essentials Report: Analysis of Marketing Strategies for eBay

This report delves into the core principles of marketing essentials, using eBay and Amazon as case studies. It begins with an introduction to marketing, emphasizing its role in brand promotion and customer relationship building. The report then explores the roles and responsibilities of the marketing function within eBay, highlighting customer satisfaction and market trend analysis. It examines the interrelationship between marketing and other departments like finance and human resources. A key section compares the marketing mixes of eBay and Amazon, analyzing their product offerings, pricing strategies, distribution channels, and promotional activities. The report concludes with the development of a marketing plan, aiming to achieve specific objectives. Overall, the report provides a comprehensive analysis of marketing strategies, interdepartmental dynamics, and practical applications within the context of two major e-commerce platforms.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Interrelationship between marketing and with other departments .......................................3
TASK 2............................................................................................................................................4
P3 Comparison of two organisations marketing mix .................................................................4
TASK 3............................................................................................................................................8
P4 Develop marketing plan ........................................................................................................8
Marketing Plan.................................................................................................................................1
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is a process or activity where buyer and seller meet together with an aim of
promoting the brand as well as to build a strong relationship with its customer in order to
enhance the productivity ratio in an effective manner. The foremost intent of marketing function
within organisation is to bring increased level of satisfaction to customer so that they can gain
competitive advantage in a stipulated period of time. However, marketing department plays a
significant role as it enable an establishment to assess large number of population towards brand
that benefit company to acquire best position within competing industry (ALHAKIMI and
QASEM, 2014). Moreover, marketing function is interrelated with other divisions within
organisation that assist manner to accomplish its business goal in an efficacious and productive
mode. For this report, eBay has been considered which is one of the reputed and multinational e-
commerce company that facilitates C2C and B2B sales vis its website. It is commenced in the
year of 1995 and headquartered at U.S. In this study, it involves roles and obligations of
marketing inside company, interconnection between marketing with other division. Furthermore,
comparison between two firm marketing mix and also development of marketing plan for
attaining desired objective in a better way.
TASK 1
P1 Roles and responsibilities of marketing function
The concept of marketing refers to those aspect which enable company to improve the
sales performance and also can produce increased level of consumer satisfaction that benefit firm
to enrich its brand value among other competitors. In addition to this, it is viewed as a powerful
tool as it firm to enhance the proficiency ratio by examining the market current or emerging
trend and based on that they make a corrective course of action which lead firm to promote the
brand in a productive style (Taneja and Toombs, 2014). Moreover, the market section has
various roles and responsibilities which empower manager to accomplish its desired task in an
trenchant mode within prescribed time period. In terms of ebay, the industry where it operate its
function is highly competitive and challenging that threat its potentiality in obtaining profit
maximisation in an impressive manner. Therefore, eBay manager makes an attempt to implement
best strategic decisions that aid enterprise to acquire best position among competitors in an

prompt style. However, there are various roles and responsibilities within marketing which
enable eBay to maximise its profit and some of its are as follows:
Roles
Satisfying customer need: This factor is viewed as an integral role within organisation
as it directly link with enhancing company's profit margin and brand value in a creative manner.
In regard of Ebay, its manager takes an initiative to determine customer taste and preference and
based on that make a best decisions in order to attain sustainable profitability ratio. Moreover,
they also focus on product quality which enable firm to strengthen its customer base and also
can strengthen its brand image among others competitors in a creative manner.
Analysing market trend: Under this component, it is relate with those aspect which
empower an establishment to evaluate present and upcoming trend of marketplace for attaining
high level of sales growth and proficiency ratio. In relation to Ebay, its manager makes an effort
to examining the trend of business environment that drive firm to face all sort of threat in a
productive style. Due to this, eBay can properly allocate its resources and can put their product in
a better place that capture the attention of large number of population in an impressive mode (Ali
and et.al., 2015).
Responsibilities
Branding: It is considered as important tool as brand is a identity for organisation
through which they can increase its volume of sales and also profit margin ratio in an effective
demeanour. Hence, in terms of Ebay it stand apart from other competitors in context of name,
design, symbol, packaging, labelling that aid firm to acquire positive response towards brand.
With the help of this, Ebay can obtain profit maximisation and sustainable growth in a given
time frame.
Coping up with competition: It is another responsibility which organisation's manager
implies into its business premises in order to make best decisions for acquiring amended level of
sales growth. Additionally, Ebay's superior makes an attempt to conduct market research through
which they can gather relevant information regarding industry trend or demand that help
company to render increased degree of customer satisfaction. Moreover, it empower Ebay to
adopt innovative and novel ideas or technologies which assist firm to face all kind of threat in a
productive style. With the help of this, ebay van build a healthy relationship with its consumers
and also can gain leading position compare to its competitors in a better manner.

Henceforth, the above discussed roles and responsibilities enable Ebay to accomplish its
vision in a appropriate time duration that help them to retain its existing consumer and also can
attract new individuals towards company's brand. Therefore, proper allocation of resources in a
correct time help Ebay ,manager to improve its overall performance as well as can enrich their
sales growth without any hindrances.
P2 Interrelationship between marketing and with other departments
In an organisation, there are various forms of divisions in which each of them contain its
own set of roles and function that make them contrary from each other. Along with this,
combination of all these business function motive an establishment to achieve its desired
objective in a given time period in a full satisfactory level. Apart from this, each of the divisions
of a firm are related to each other that enable manager to obtain better outcome in an organised
and structured way in a desired time period. In context of Ebay, it is comprised with different
divisions like marketing, human resource, sales, finance, research and development and so on
that help concern to reach its decided position within prescribed time duration. Hence, some of
the interrelatedness of ebay' s marketing function with other departments are discussed below:
Marketing department and finance department: Both these business function plays a
significant role in improving its volume of sales and brand value. IN context of marketing
section, it is mainly concern with delivering the product or service as per the need and preference
of customer so that they can achieve amended sales growth rate (Chatterjee and Gupta 2016).
However, for this they need enough amount of money which they can acquire from finance
department. Therefore, Ebay marketing division examines the existing market trend and provide
the detail information to finance department in order to gain required amount of fund. Due to
such connectivity, Ebay marketing manager can easily reach out to wide range of population and
also can obtain improved degree of sales performance in an innovative manner.
Marketing department with human resource department: In context of these function,
they are viewed as an important determinant which empower organisation to accomplish its goal
in a better manner. However, for enhancing the brand value of company in an impressive style it
requires talented workforce who put their best contribution towards an attainment of goal.
Therefore, Ebay's human resource division make use of different recruitment tools like job fare,
campus recruitment, advertisement on newspaper, magazines that help establishment to acquire
best candidate for their company. Due to this, they can gain novel ideas and thoughts as well as

innovative technologies that lead them to gain competitive advantage in an innovative and
productive style in prescribed time period.
Therefore, the mentioned interrelationship among different departments enable Ebay to
bring increased level of customer satisfaction and also can enlarge their market share or growth
in an prompt manner. Moreover, it strengthen its productivity and proficiency ratio as well as aid
firm to improve brand value in a productive style.
TASK 2
P3 Comparison of two organisations marketing mix
Marketing mix is a combination of various elements like product, place, promotion and
so on that enable enterprise to gain competitive advantage in a better way (S.,Chopra, 2017).
Moreover, it help organisation to determine the business environment challenges and also
empower them to take corrective course of action in order to accomplish its desired objective
within precribed time frame.
Basis E-bay Amazon
Product This aspect of marketing mix
is regarded as most powerful
element. Product is a tangible
good or intangible services
which is manufactured to meet
the demand or need of targeted
population in a better manner.
IN context of E-bay, it is one
of the prominent online player
who offer wide range of
products like electronics, home
appliances, white goods,
fitness equipments, and so on .
Because of its product quality
and attribute, it lead them to
attract wide range of
This component is concern
with rendering product or
service in a high and best
quality in order to acquire
sustainable proficiency. In
relation to Amazon, it deliver
several products to customer
such as clothes, Kindle, mobile
phones, jewellery, gardening
equipments, books and etc.
Apart from this, it offers
various other services such as
Amazon Prime, Prime Video,
Fashion, Amazon music that
enable targeted population to
fulfil their requirements at one

population towards their
brand. Moreover, eBay
classified its product platform
into several division i.e.
Marketplace, StubHUb,
Auction Co, eBay Classifieds,
iBazar, Gumtree and etc.
Along with this, the another
benefit which ebay offers is
that the website is free to use
for buyers which helps them to
attain increased level of
productivity.
platform that saves their time,
cost and energy and it directly
reflect in the growth of
Amazon's productivity among
competitors (Erragcha and
Romdhane, 2014).
Price It is the factor for which
consumer make an effort to
pay in order to acquire
improved level of satisfaction
in an effective manner. In
regard of ebay, it operate its
product in competitive pricing
method due to switching
attitude of customer towards
other brand is very high and
purchases take place in a span
of minutes. Moreover, in some
occasions or festivals Ebay
acquire discounts, offers, sales
and trade promotion which
assist firm to obtain profit
maximisation in an amended
way.
Price factor is the valuation of
product which is set by seller
or manufacturer so that bear
competitive position within
marketplace in a stipulated
period of time. In case of
Amazon, it implies premium
pricing method and cost
leadership strategy where
enterprise can possess solid
market share as well as
competitive pricing.
Furthermore, Amazon applies
additional range of pricing
strategies like penetration
pricing, price skimming,
psychological and promotion
pricing as per the demand of

population and changing trend
of business environment. Due
to this, they can easily place
their brand in a better position.
Place Under this, place factor refers
to those where establishment
put its product at proper
location so that organisation
can gain increased level of
proficiency in a amended way.
In relation to Ebay. Its
distribution of products is
optimum where consumers can
compare the commodity as
well as can obtain required
information about particular
product like specification,
price, packaging, looks which
render high level of
comfortability to targeted
population and it improves
Ebay's sales performance in an
amended mode.
Amazon has wide range of
presence in every possible
areas as firm deliver its each
product in separate division
which attracts the attention of
customer easily in terms of
acquiring reliable information
about product features, price,
function that lead them to
retain towards brand for a
longer period of time. Apart
from this, Amazon has more
than 175 fulfilment centres
across the globe that enhance
firm's potentiality in gaining
sustainable profitability ratio
(Amazon Marketing Mix
(Amazon 7Ps of Marketing),
2018).
Promotion This phase is relate with those
which organisation utilises for
promoting the product so that
they can gain competitive
advantage in an innovative
style. However, Ebay promote
its products or services
Under this component, it
signifies as a powerful element
which enable organisation to
acquire best positioning among
competing industry in a
prescribed time frame. Hence,
Amazon applies broadcast

through websites, blogs, social
network, search engine
optimization which empower
them to reach large number of
individuals towards their brand
that aid firm to enlarge its
market share or size in a
productive manner (Festa and
et.al., 2016).
television commercials, web
based advertising, billboard,
search engine marketing. With
the help of these promotional
tools, Amazon can enrich its
profit margin ratio in a
innovative and advanced
mode.
Process This phase is relate with those
which states the procedure or
activity of an establishment in
accomplishing the desired goal
or objective in an effectual and
expeditious manner. In terms
of ebay, it contains effective
websites or application which
provides helpful data regarding
products and auction services
that help each individuals to
fulfil their requirements in a
better mode. Moreover, ebay
has 'Daily Deals' application
which reflect discounted prices
that help targeted customers to
receive a Daily Deals Alert in
an trenchant manner.
Process is the structure,
system, procedures which lead
an organisation to achieve
increased level of productivity
and proficiency ratio within
desired time period. In
addition to this, Amazon
business functions are wholly
organised and structured which
empower them to develop
innovative techniques as well
as help them to impose novel
ideas. With the help of this,
Amazon can obtain profit
maximisation with an optimal
utilisation of resources in a
productive style without nay
hindrances.
People This elements is relate with
those aspect who put their best
contribution towards an
In relation to Amazon, it
acquires various recruitment
source that aid firm to hire

attainment of amended ratio of
proficiency and sales growth.
In terms of ebay, it has highly
trained and skilled workforce
i.e. 14,000 who are highly
dedicated and creative towards
an achievement of company
goal in a stipulated time
period.
talented and potential
manpower who are able to
adopt novel ideas or thoughts
as well as keep themselves
update in order to attain
improved level of proficiency
in an economic way.
Physical evidence This aspect is relate with outer
and inner appearance of an
establishment which help
enterprise to capture the
attention of population towards
brand. IN case of Ebay, it is
headquartered at 2145
Hamilton. Moreover, it has
introduced a new fashion
category as well as product
review tab that assist targeted
user to find the right product at
best price. This help Ebay to
retain its existing customer as
well as aid them to attract new
customer towards brand.
This element plays a
significant role in Amazon's as
it enable them to enhance its
market share or size in a better
way. In addition to this,
Amazin sell its product in a
distinct colour packaging
which assist consumer to
identify easily on retail
shelves. Due to this, it lead
Amazon to gain competitive
advantage as well as aid them
to enrich its sales performance
in a productive style (Finne
and Grönroos, 2017).
TASK 3
P4 Develop marketing plan

Marketing Plan
Marketing plan is determined as a roadmap towards a business which is developed for
identifying and outlining marketing tactics and strategies which can be used by a firm in
upcoming time. These marketing plans helps an enterprise to assist a business in improving
strategies and plans in order to achieve competitive advantage in the market. eBay Inc is
launching transportation service that will provide cab facilities to people all over the world with
its simple mobile application named, “ eBay cabs.” For this purpose a market plan is developed
as follows-
Executive Summary
eBay Inc is an organisation that provides a platform to both sellers and buyers for buying
and selling variety of services and products range like cosmetics, electronics, motors, and so on,
online. Recently it is launching a new mobile application for providing transportation facility to
its customers all over the world. For this purpose a marketing plan is developed which covers its
mission, vision, objective, budget and use of various models (Foxall, 2014).
Objective
Mission
The mission of eBay Inc for launching this mobile application is to, “ To attract large
number of customers by providing them high quality facilities.”
Vision
The long term vision behind launching of this mobile application is, “To become the
most popular and trustworthy e-commerce company by beating its competitors.”
Objectives
The objectives behind launching this mobile application are-
 To increase company's market share by 15% in upcoming year by investing in various
promotional activities. To enhance sales and profitability of a business up to 10% in upcoming year by providing
quality service (Papadas, Avlonitis and Carrigan, 2017).
Situation
SWOT Analysis

SWOT analysis refers to internal and external factors that has impact upon business
operations and productivity of an organisation. This analysis can be used by eBay Inc to
formulate market plan in an effective manner and to analyse competitive strength of this
company.
Strengths Weaknesses
 This enterprise has good reputation in
the market as it is the largest internet
market in the world. Due to which it
can easily promote its mobile
application in the target market.
 Another strength of this e-commerce
organisation is that it has maintained
good relations with its customers by
taking feedbacks from them (Išoraitė,
2016).
 The basic weakness which this
enterprise is facing is technical
malfunction due to which customer's
orders are often misplaced and
delivered to different places.
 It do not provide full information about
its products due to which many
customers has trust issues with this
company.
Opportunities Threats
 This enterprise can expand this
transportation facility service in
countries like Japan by which it can
expand its market share and
profitability.
 It can also form acquisition with other
firms for its services and products.
 The threat which can be seen with this
enterprise is its competitors such as
Amazon, Flipkart, and so on. These e-
commerce companies are developing to
a large extent which can be a threat for
eBay.
Strategy
Segmentation, Targeting and Positioning (STP) strategies:
STP model helps the enterprise in dividing market into subgroups, target customers and
positioned their products and services in customer's minds. eBay can use this model in order to
formulate this market plan in an appropriate manner as follows-
2