Case Categories

Market Entry Strategies Case Study

Case Title:

eBay’s Asian Adventures

Publication Year : 2005

Authors: Snehal Hartalkar, Hansa Iyengar

Industry: Internet and e-commerce


Case Code: MES0043B

Teaching Note: Not Available

Structured Assignment: Not Available

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The online internet market in Asia started taking shape by the turn of 21st century as the internet population started rising across various countries of Asia. Online auction giant eBay, after its successful business execution in US and European countries eyed opportunities in Asian markets. This case talks about how eBay initiated its business in Asian countries. First, it started its operations in Japanese market where it failed and quickly shifted focus on other upcoming Asian markets, mainly on China. Before entering into China, it tested various Asian online auction markets and zeroed in on specific strategy to tap China’s online auction market. The company also expected to expand its reach in many other Asian countries.

Pedagogical Objectives:

  • eBay’s growth and expansion strategies
  • Emerging trend of online auction market in Asia
  • The online auction market scenarios in various Asian countries
  • Facts and Fallacies of Asian online auction market
  • Future of eBay in Asia.

Keywords :  eBay's Asian Adventures; Online Auction market; Internet Population of Asia; Internet usage in Asia; eBay Business model; Pierre Omidyar; Margaret Meg Whitman; Market Entry Strategies Case Study; Stephanie Tilenius Bo Shao; Each Net; Internet Auction Co. Ltd (IAC); Neocom Technology; Yahoo; Google;;

Contents : 
eBay – A Profile
eBay’s Countries of Operation
eBay in Chinese mainland
Internet Usage and Population Statistics of China

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