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Ebay's entry into Latin America
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EBay Case Study-Oral G Introduction Question “How should we (eBay) establish a profitable and strong market position in the Latin American Market?” As a team we have decided that eBay should keep their existing presence in Brazil and expand throughout Latin America via the use of a joint venture or strategic alliance with either Deremate.com or Mercadolibre.com. Resource Report In researching these findings we have utilized the following materials: • Case study • Marketing Texts from past courses • Internet sites Method Drawn upon current marketing knowledge so as to apply the information from the case study to the knowledge base. Case study data and the analysis enabled assumptions to be made and conclusions as to the best options were drawn. Graphed the proportions of total internet usages in Latin America. Collected and tabled data in relation to the GDP and GDP growth per capita of the various Latin American countries Calculated the Internet penetration for the major Latin American Countries. We applied the following marketing tools: Product life cycle development Market positioning Market Segmentation. Market research and analysis. Market screening for country selection. Competitor Analysis on Mercadolibre & DeRemate (go into further in 20 minute) Findings • A move into the Latin American market would support our (eBay) original vision to create the world’s largest global trading community and keep pace with our international growth plan to have a presence in 25 countries by 2005. • Since It’s US launch eBay has entered 21 countries via the use of Joint Venture, Acquisitions or Direct market entries • Currently have a presence in Brazil with Ibazar, it cannot be utilized in other Latin American countries.
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