View
94
Download
0
Category
Preview:
Citation preview
Presented by:
Dinker Vaid
Case study analysis
EBAY : Partner Network
CASE BLAZER 4 UNIVERSAL BUSINESS SCHOOL
Brief Background1995 19981997 2006
Pierre omidyar Created a peer to peer online
transaction portal
Auction Web Saw Steady Growth with its revenue
increasing to $ 5.74 Million
Auction Web Renamed itself to Ebay with 5
Lakhs Registered Users
By This time, Ebay Started facing
competition from other online platforms
The Case study of EBAY Partner Network is about Online Affiliate marketing. It depicts how Ebay started its journey in 1995 and its conversion from Auction web to ebay. The case depicts how affiliate marketing plays a vital role for getting customers and Merchants on online Platforms.
CASE SYNOPSIS
1. Case synopsis 2 3 4
The case tells how Steve Hartman (Senior Director) was appointed and how ebay developed his own inhouse affiliate marketing network, way of comission, creation of EPN and pros and cons faced by ebay Affiliate Program.
Case Problem1 2. Case problem 3 4
The first problem was Increasing
Competition from other
Online Platforms
The problem of frauds,
which made ebay to go for inhouse
Affiliate Program
How the team of just 8 people can handle operation
of Large and Complex Affiliate Program Industry
After year 2006 the Customer base and
Revenue started decreasing and fell upto 29% year after
year
Ebay Announcing Revenue Increase and yet incresing
the Fee Along with it, caused anger among sellers
Analysis & Inferences1 2. 3. Analysis 4
Steve Hartman got promoted from Director
of on-site advertising to EBay Senior
DirectorEBay Paid commission in 2
ways. 1: For Active Confirmed User2: Commission for Complete
Transactions
EBay which earlier relied on Commission Junction Network after fraud issues, decided to
go for IN house affiliate Program.
EBay was to Bring its own
IN House Affiliate
Marketing Program.
After facing the slow
Down, ebay turned to
PayPal as its primary Growth Driver.
As per Exhibit-1, Net-Income increased from 1996 to 2006
but then decreased
rapidly in 2007
Recommendations1 2. 3 4: Recommendations
A Large Team is required to handle operation of so Large and Complex Affiliate Program Industry
Ebay need to Reinvigorate its core ebay marketplaces business and lucrative offers for its merchants.
Hartman role to Improve the Ability of the affiliate program to generate Revenue for Ebay.
Make Sure that Problems like Fraud ( Digital Point solutions ) should not occur. And Develop Better Interface for the Users
Thank you
Recommended