In this assignment I will be analysing the marketing opportunities and challenges
faced by a selected business when using internet marketing. The company I have
chosen for this task is eBay.
Security and payment: it is easy to make payments on eBay as the
payment system is done in three steps. The username and password created by
the customers is first entered and then the delivering and contact information.
The last step is the payment where eBay customers can use their PayPal account
to purchase the items as they would believe it is safer for them to use. Once the
correct information is entered only then will eBay take money out of the card and
the payment will go through. Finally the product will be dispatched and delivered
on the estimated day.
Payment security: eBay ensures security to their customers when shopping
online with them. They do this by the payment security where customers will
trust eBay to use their details and information correctly without getting
scammed. This is because as there are more people using eBay they have to
create accounts which allows the site to hold information of sellers and customer
so if there was a scam taking place eBay will be the first to know and can deal
with the matter quickly. When creating a username and password eBay has
certain criteria’s that everyone has to follow for example the password must
have one capital letter and some numbers. This makes it harder for hackers
obtain information about a customer.
Overload of market feedback: feedbacks and reviews are important to
eBay as they need these to better their service or try and maintain it. For
example if a customer had a bad experience with a product from eBay and the
customer reviewed it on the sellers page not only will other future customers be
able to see it but also the seller. This means that the seller will lose out on
customers however it also means that the seller can work on making changes to
the product and better it.
Meeting customers’ expectations: eBay tries to meet
the customers’ expectation by delivering cheap but good quality products to
their customers. The items they sell are up to stock. This satisfies the customers’
expectations because the customers can be ensured that they will find the
product they are looking for. If an item is low on stock the buyers can see how
many the sellers have left. This enables them to make the transaction quick so
, that they can have the purchase. The date of when the customer will receive
their purchases is also estimated.
Disintermediation and channel conflict: The challenges eBay faces
are not being able to set up their own store. This is because as eBay is a HUGE
company and they sell over a millions of products having a store would not
benefit them. Customers may not find what they are looking for in store as there
are limited amount of products. This means that eBay will lose out on profit as
online they are able to sell more than in a store. In addition the type of products
that eBay sells are international so to set up a store eBay will have to set up
stores around the globe. As it is a global site many people around the world
access it therefore if eBay was to have a store it will have to be set up in
every country that has access to the site as customers will not want to travel to
other countries just to go to the eBay store. As a result it is more beneficial for
eBay to be online than to have an actual store.
Keeping pace with technological change: eBay tries to keep pace with
technological change because the world is becoming more developed so eBay
has to look for alternate ways to capture their audience. This is done by the app
store. EBay created their own app so that people can access their site wherever
they are. This is a clever and useful way for eBay to stay in touch with their
customers as more and more people use a smartphone. Also because
smartphones are portable by eBay having an app people can download the app
and use it whenever and where ever they want.
Linguistic and cultural sensitivity: by making eBay in a variety
of languages more people can access the site globally. They will be able to
understand it as it in translated in their language. EBay must take care that the
translation done on the page is 100% accurate as false translation can lead to
loss of customers as there would be misunderstanding of the products details
etc. as eBay can be translated in to a variety of languages this means that they
will also be appealing to a more global audience and this increases the popularity
of eBay as they would have more customers.
Internet Service Providers: the only challenge that eBay will have to face
due to internet service providers is that they have to make sure that the site
does not crash due to the amount of people accessing it internationally and
globally. Furthermore eBay will have to make sure that the provider it is with can
handle being used by millions of people at a time. It should be functioning well
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