人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_10.docx

eBayInc.-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthors：Dr.1.oriRadulovichA. CaSeAbStraCtEBayInc.(www.eB)isacomprehensivestrategicmanagementcasethatincludesthecompany'sCalendaryear-endDecember31,2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.HeadquarteredinSanJose1California,EBayInc.istradedontheNewYorkStockExchangeundertickersymbolEBAY.B. ViSionStatement(PrODOSed)Visionaryonlinebusinessforvisionaryentrepreneurswhowouldliketobuyorsellalmostanything.C. MiSSiOnStatement(AeUaDWeintendtoachieveourmissionofcreatingtheworld'sonlinemarketplacebyimprovingandexpandingacrossthreemainareas:categories,formats,andgeographies.Weintendtoachieveourmissionofcreatingtheworld'sleadinge-commerc©franchisebybuildinguponourcoreMarketplacesbusinessandbuildingouradjacentbusinesses.Weintendtocontinuetoworktowardourmissionofcreatingtheworld'sleadingecommercefranchisebyinvestinginourcoreMarketplacessegmentandcontinuingtobuildouradjacentMarketplacesbusinesses.MiSSionStatement(Proposed)eBay'smissionistobetheworld's(3)mostutilizedandprofitable(5)"tradingpost."Havingbrightandtalentedemployees(9)thatarededicatedtoservingbothcustomersandcommunities(8),eBayprovidesthemosttechnologicallyadvanced(4),reliable,andsecure(7)tradingplatform(2)availabletoanyone(1),anywhere,whilealwaysdoingbusinessinahighlyethicalmanner(6).1. Customer2. Productsorservices3. Markels4. Technology5. Concernforsurvival,profitability,growth6. Philosophy7. Self-concept8. Concernforpublicimage9. ConcernforemployeesD. EXternalAUditCPM-CompetitiveProfileMatrixeBayAmazonOtherCriticalSuccessFactorsWeightWoightedRatingScoreRatingWeightedScoreRatingWeightedScoreAdvertising0.0530.1540.2010.05Service/ProductQuality0.0830.2440.3220.16PriceCompetitiveness0.0830.2420.1610.08UserFriendlyWebsite0.0730.2140.2820.14FinancialPosition0.1020.2030.3010.10Customer1.oyalty0.1240.4830.3620.24Product1.ines0.0840.3230.2420.16MarketShare0.1040.4030.3020.20CustomerService0.0830.2440.3220.16Technology0.1240.4830.3620.24Employees0.0530.1520.1010.05GlobalExpansion0.0730.2140.2820.14Total1.003.323.221.72Opportunities1. Opportunitiestooffertrade/retailacrossabroadrangeofindustriesandbusinessmodels2. StronglongtermgrowthexpectedinmobiletechnologyusageandneedforeBay'sproprietarySkypeTechnologyinvoiceandvisualcommunications3. Increasinggrowthofonlineretailsales,evenwithdecliningofflineretailenvironmentandeconomy4. Increasedspeedandbandwidthtechnology5. Averageonlineconsumeriseducatedandearnsincomeof$50,000ormore6. GrowthopportunitiesinglobalmarketsinmanyofeBay'sbusinesslines7. Opportunitiesforalliancestoovercomeregulatoryissues(taxmpliance,tradeincounterfeitgoods)8. Opportunitiesforcontinuedgrowth-PayPaItotalpaymentvolumein2008increased27%over2007.PayPalhascaptured15%ofU.S.and9%ofglobale-commercetrade.9. Expected5.5%annualgrowthofworldcommunicationsmarketwithU.S.webconferencingexpectedtogrow14.1%from2008through10. Duetoweakeconomyandhighunemploymentrate,consumersmaybelkingatsubstituteproductsatlowerpricesThreats1. Collectionofsalestaxesmayremoveconsumer'sperceivedvalueofeBayservices2. 1.itigiousenvironment,suchaslimitedInternetinformationsharing,taxcollection,etc.3. Dynamicallychangingtechnologyenvironmentandmarketturbulence4. StrongonlineandofflinecompetitionacrossalleBay'sbusinessindustries5. GrowingthreatofAmazon6. RiskfromBillMe1.aterpurchasesofconsumer'soutstandingloansfromCITBank7. Retailindustrysubjecttoregionalorglobaleconomicdownturn8. Potentialsecuritybreaches9. GrowingdemandsonWebsitesupportwithlimitedresources10. EntrybarrierisfairlylowExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunities1.Opportunitiestooffertrade.,retailacrossabroadrangeofindustriesandbusinessmodels0.0840.322.StronglongtermgrowthexpectedinmobiletechnologyusageandneedforeBay'sproprietarySkypeTechnologyinvoiceandvisualcommunications0.0540.23.Increasinggrowthofonlineretailsales,evenwithdecliningofflineretailenvironmentandeconomy0.0640.244.Increasedspeedandbandwidthtechnology0.0340.125.Averageonlineconsumeriseducatedandearnsincomeof$50,000ormore0.0420.086.GrowthopportunitiesinglobalmarketsinmanyofeBay'sbusinesslines00830.247.Opportunitiesforalliancestoovercomeregulatoryissues(taxcompliance,tradencounterfeitgoods)0.0520.18.Opportunitiesforcontinuedgrowth-PayPaltotalpaymentvolumein2008increased27%over2007.PayPalhascaptured15%ofU.S.and9%ofglobale-commercetrade.0.0330.099.Expected5.5%annualgrowtholworldcommunicatio