Global Marketing issues

Facing market entry challenges in Asia

Asia represents a very important and profitable market for many companies. It is not unusual for many companies to draw major profits from their overseas operations.

After reading the assigned articles write a report on eBay, the principal company in those articles. Be sure to explain what problems that company had when entering Asian markets and how they managed those market entry problems.

Also visit the about e-Bay website (accessed 11/10/2010) at:

http://pages.ebay.com/aboutebay.html?_trksid=m40

Note: There may be bandwidth restrictions on use of eBay's website. You can complete this assignment without it.

Assignment:

Why does E-Bay have problems in its Asian Markets?

Please write a paper answering this question.

Please read the following four articles about E-Bay in China and South Korea:

Mangalindan, M. (2006) China May Be eBay's Latest Challenge as Local Rivals Eat Into Market Share, Wall Street Journal, New York, N.Y.; October 12, 2006.

http://proquest.umi.com/pqdweb?did=1144136091&sid=2&Fmt=4&clientId=29440&RQT=309&VName=PQD

Moon Ihlwan and R. Hof (2006) Out-eBaying eBay in Korea, Business Week, New York: July 17, 2006, p.74, Issue 3993 abstract only.

http://proquest.umi.com/pqdweb?did=1076220531&sid=3&Fmt=3&clientId=29440&RQT=309&VName=PQD

Ihlwan, Moon (2006) "Gmarket eclipses eBay in Asia", 28 June 2006, internet, Business Week.

http://www.businessweek.com/globalbiz/content/jun2006/gb20060628_910393.htm?chan=search

Chan, Isabelle (2007) "EBay Has Its Eye on Southeast Asia ", 29 Oct 2007, e-commerce, Business Week.

http://www.businessweek.com/globalbiz/content/oct2007/gb20071029_295570.htm

Helpful Tips:

Please first read in-depth the background materials.

Identify key concepts (of Global marketing, such as Four P's, Entry, Time to Entry), write a list, and study them

Read the case in-depth and conduct additional research, if necessary

Apply concepts of global marketing to E-Bay in Asia (Identify facts about E-Bay in Asia in the case articles matching concepts of Global Marketing).

Develop arguments by applying the concepts of global marketing to E-Bay facts.

Please also visit http://www.ebay.com at eBay's Website and conduct additional research.

Assignment Expectations:

Write a report on the following:
Clearly state the problem presented in the e-Bay case and materials.
Discuss the key international market entry issues in the case and draw conclusions (use the 4 P's).
List supporting references and cite sources.
Use appropriate writing style in essay form (organization, grammar, & spelling- see Writing Guidelines).