Harvard Case - Making a Market: eBay, StubHub, and Swaptree
"Making a Market: eBay, StubHub, and Swaptree" Harvard business case study is written by Robert J. Dolan. It deals with the challenges in the field of General Management. The case study is 8 page(s) long and it was first published on : Dec 16, 2009
At Fern Fort University, we recommend eBay to acquire Swaptree, leveraging its existing platform and resources to expand into the emerging market of sustainable commerce. This acquisition will allow eBay to capitalize on the growing consumer demand for sustainable and ethical products, while simultaneously strengthening its position as a leading online marketplace.
2. Background
This case study examines the evolution of eBay, a pioneer in online marketplaces, and its journey through various acquisitions and strategic shifts. We see how eBay, initially focused on consumer-to-consumer (C2C) transactions, expanded into business-to-consumer (B2C) and even business-to-business (B2B) markets. The case also introduces StubHub, a subsidiary of eBay focused on the secondary ticket market, and Swaptree, a platform promoting sustainable consumption through peer-to-peer product exchanges.
The main protagonists of the case are:
- eBay: A global online marketplace with a strong brand and established infrastructure.
- StubHub: A subsidiary of eBay specializing in the secondary ticket market.
- Swaptree: A platform promoting sustainable consumption through product exchanges.
3. Analysis of the Case Study
Strategic Analysis:
- eBay: eBay's success can be attributed to its strong brand, established infrastructure, and ability to adapt to evolving market trends. However, it faces challenges from competitors like Amazon and needs to innovate to maintain its competitive edge.
- StubHub: StubHub's focus on the secondary ticket market provides a niche market opportunity. However, it faces competition from other ticket marketplaces and needs to differentiate itself.
- Swaptree: Swaptree taps into the growing consumer interest in sustainability and ethical consumption. However, it lacks the resources and infrastructure to scale its operations effectively.
Porter's Five Forces Analysis:
- Threat of New Entrants: The online marketplace industry has low barriers to entry, leading to potential competition from new players.
- Bargaining Power of Buyers: Consumers have a wide range of choices in online marketplaces, giving them significant bargaining power.
- Bargaining Power of Suppliers: Suppliers have limited bargaining power due to the large number of online marketplaces available.
- Threat of Substitutes: Alternatives to online marketplaces include traditional brick-and-mortar stores and social media platforms.
- Rivalry Among Existing Competitors: Intense rivalry exists between online marketplaces like eBay, Amazon, and Alibaba.
Financial Analysis:
- eBay: eBay has a strong financial position with a large user base and significant revenue streams.
- StubHub: StubHub is a profitable subsidiary of eBay, contributing to its overall financial performance.
- Swaptree: Swaptree is a young company with limited financial resources, requiring investment to grow its operations.
Marketing Analysis:
- eBay: eBay has a strong brand presence and a loyal customer base. However, it needs to adapt its marketing strategies to attract younger generations and cater to evolving consumer preferences.
- StubHub: StubHub's marketing efforts focus on event ticketing and leveraging partnerships with sports teams and entertainment venues.
- Swaptree: Swaptree's marketing strategy emphasizes sustainability and ethical consumption, targeting environmentally conscious consumers.
4. Recommendations
Acquisition of Swaptree: eBay should acquire Swaptree, leveraging its existing platform and resources to expand into the sustainable commerce market. This acquisition will allow eBay to:
- Capitalize on the Growing Sustainability Market: Tap into the increasing demand for sustainable and ethical products, attracting a new segment of environmentally conscious consumers.
- Strengthen its Competitive Advantage: Differentiate itself from competitors by offering a platform that promotes sustainable consumption.
- Expand its Product Portfolio: Offer a wider range of products and services, catering to a diverse customer base.
- Enhance its Brand Image: Position itself as a socially responsible company committed to sustainability.
Integration of Swaptree into eBay's Platform: eBay should integrate Swaptree into its existing platform, ensuring a seamless user experience. This integration should involve:
- Combining User Accounts: Allow users to access both eBay and Swaptree platforms using a single account.
- Creating a Dedicated Section for Sustainable Products: Develop a dedicated section for sustainable products within the eBay platform.
- Promoting Swaptree's Features: Highlight Swaptree's features and benefits to eBay's existing user base.
Marketing and Promotion of Sustainable Commerce: eBay should implement a comprehensive marketing campaign to promote sustainable commerce on its platform. This campaign should:
- Target Environmentally Conscious Consumers: Develop targeted marketing campaigns aimed at attracting consumers interested in sustainable products.
- Partner with Sustainability Organizations: Collaborate with environmental organizations and influencers to promote sustainable practices.
- Highlight the Benefits of Sustainable Consumption: Educate consumers about the environmental and social benefits of choosing sustainable products.
Investment in Technology and Analytics: eBay should invest in technology and analytics to enhance its sustainable commerce offerings. This investment should focus on:
- Developing a Sustainable Product Tracking System: Implement a system to track the sustainability credentials of products listed on the platform.
- Utilizing AI and Machine Learning: Leverage AI and machine learning to personalize recommendations and optimize product listings.
- Improving Data Analysis: Enhance data analytics capabilities to gain insights into consumer preferences and market trends.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The acquisition of Swaptree aligns with eBay's mission of connecting buyers and sellers worldwide, while expanding its reach into the growing market of sustainable commerce.
- External Customers and Internal Clients: This strategy caters to the increasing demand for sustainable products and services, attracting new customers and enhancing the value proposition for existing users.
- Competitors: This strategy helps eBay differentiate itself from competitors like Amazon, positioning it as a leader in sustainable commerce.
- Attractiveness: The acquisition of Swaptree offers significant potential for growth and profitability, given the increasing demand for sustainable products and the potential for cost savings through integration with eBay's existing infrastructure.
6. Conclusion
Acquiring Swaptree and integrating it into eBay's platform represents a strategic opportunity for eBay to expand into the emerging market of sustainable commerce. This acquisition will allow eBay to capitalize on the growing consumer demand for sustainable and ethical products, while simultaneously strengthening its position as a leading online marketplace.
7. Discussion
Alternatives:
- Organic Growth: eBay could focus on organic growth within its existing platform by promoting sustainable products and partnering with sustainability organizations. However, this approach may be slower and less effective in capturing market share.
- Joint Venture: eBay could consider a joint venture with Swaptree, sharing resources and expertise. However, this approach may involve complex negotiations and potential conflicts of interest.
Risks:
- Integration Challenges: Integrating Swaptree into eBay's platform may pose technical and logistical challenges.
- Market Volatility: The sustainability market is still evolving, and consumer preferences may shift over time.
- Competition: Other online marketplaces may also enter the sustainable commerce market, increasing competition.
Key Assumptions:
- Consumer Demand: The demand for sustainable products will continue to grow in the coming years.
- Technological Advancements: Technology and analytics will continue to evolve, enabling further development of sustainable commerce platforms.
- Regulatory Environment: Government regulations and policies will support sustainable commerce initiatives.
8. Next Steps
- Due Diligence: Conduct a comprehensive due diligence process to assess the financial viability and strategic fit of Swaptree.
- Negotiations: Negotiate the terms of the acquisition with Swaptree's management.
- Integration Planning: Develop a detailed integration plan for merging Swaptree into eBay's platform.
- Marketing Campaign: Launch a comprehensive marketing campaign to promote sustainable commerce on eBay.
- Continuous Monitoring and Evaluation: Monitor the performance of the acquisition and make adjustments as needed.
This acquisition represents a strategic opportunity for eBay to leverage its existing platform and resources to expand into the emerging market of sustainable commerce. By embracing sustainability and ethical consumption, eBay can attract new customers, enhance its brand image, and secure its position as a leader in the evolving online marketplace landscape.
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Case Description
This case is comprised of three concise vignettes describing three different online commerce sites: eBay, StubHub, and Swaptree. All three have become viable companies very quickly. From their experiences, lessons can be learned about making a market. This case can be used for students to compare and contrast the three different systems as well as analyze who the beneficiaries are of the new markets these companies have created. This case is included in Module 1 of the course Business Thought & Action.
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