> Please find the attachment for the first three papers (methodology, literature review, proposal-iteration1)

ENHANCEMENT OF THE OUTDATED MARKETING SYSTEM AT EBAY

Enhancement of the outdated marketing systems at EBay

Submitted to

Alex Seminario

Submitted By

Parakal Santhi Deepak

5154170

California University of Management and Science

Date: October 6, 2016

I. Research Topic

My research topic is “Recommendations for dealing with the enhancement of the outdated marketing systems at eBay”. I attended an internship program at eBay. EBay is a commerce company that conducts its operations through its stub Hub, marketplace, and classified platforms. Additionally, eBay ensures that it assists in enabling commerce on its platforms for sellers and buyers online through the employment of their computers and mobile devices. Throughout my internship program, I noticed that the company has established an open source platform that offers merchants and software developers can access to its APIs-Application Programming Interfaces for creating web development software that offers solutions to commerce. However, its online marketing systems were operating systems embrace an outdated technology of online marketing.

II. Overall Purpose of the Project

As much as eBay offers a marketing solution to online sellers and buyers, its main challenges revolve around the following issues that will serve as the baseline of the objectives of this research

· Outdated System: EBay possess a relatively outdate buyer and seller systems. In fact, eBay is trying to create a new model that is currently in beta stages since the old existing system favors buyers over sellers

· Google’s algorithm: Another major challenge at eBay revolves around its Google search ranking. In other words, a change in the criteria used in eBay search algorithm impacted eBay negatively in terms of the ability to surface on search results.

· Amazon: There is no well-known online retailer that offers competition to eBay than Amazon. Comment by Fernand Seminario: expand on how this is a problem for ebay. the fact that there is competition is the reality of the world

III. An Overview of the Company

EBay Inc. was incorporate on March 13 1998 as a commerce company. It carries out its activities through market hub, classifieds platforms, and Stan Hub. Moreover, EBay concentrates on enabling commerce through its application platforms for sellers and buyers though their computers and mobile phones. In fact, eBay has established an open platform that allows buyers and sellers to interact freely while at the same time giving software and application developer easy accessibility to its Application Programming Interfaces for commerce solutions and developing application software.

IV. Recommendations

The suggestions that would improve the current problems facing eBay would revolve around the following aspects

· Evolving with the advancement of technology: Embracing technology will ensure that any changes in the Information and Technology systems are updated into eBay systems hence making their web application more dynamic and evolving based on the technological demands and the needs of the consumers. Comment by Fernand Seminario: how expand on the web appliction and dynamic, what systems or options are being introduced. this requires research the fact they need to know something is evident what do they need to do. you then expand on the implementation on how to implement it

· Importance of differentiating its online marketing products and services: differentiation will ensure that the products and services offered at eBay are unique as compared to those found in other online retail stores like Amazon. In so doing, it will enhance consumer satisfaction and eliminate the challenges associated with greater competition from Amazon.

· Employing structured data as a top priority: This will play a very crucial role in improving the ranking of the search results and could be the answer to eBay’s website search optimization challenge. Comment by Fernand Seminario: how will this be accomplished. what data would be top priority how would you identify the data. also incorporate to the implementation be specific.

V. Three Step-by-step Implementation Plans

Since the project tries to establish some of the problems facing the marketing system of EBAY, it is important for its recommendations to be systematic. In other words, the recommendations brought forwards should be influential for improving the service delivery at eBay.

· Embracing technological advancements Comment by Fernand Seminario: how do you recognize tech advancement , how would employees recognize benefits of tech advancement.

· Rewarding employees that recognize technological advancements that can be embedded into eBay marketing system.

· Encouraging employees to recognize the benefits of technological advancements

· Passing on the praise on any employee who has a new business idea in terms of web development application

· Acknowledging the significance of product differentiation

· Collecting information on the tastes and preferences of customers Comment by Fernand Seminario: how do you plan to collect information.

· Conducting meetings to discuss on the feedback obtained from customer reviews and word of mouth opinion about eBay products.

· Maintaining transparency within the channels of communication about the products and service delivery information

· Employing structured data

· Using keywords that possess high ranking status when enlisting data online

· To reward the IT department when they recognize any website search optimization idea that will benefit the company

· Collecting and establishing data based on trends and changing tastes and preferences of customers

VI. Projections and Benefits to the Company Based on the Recommendations

Implementing the recommendations suggested in the project first, the company will be able to improve on their online marketing systems since new ideas and technological advancements applications would replace the outdated marketing system at eBay. Second, through differentiation of its products and services, eBay will be able to offer more unique goods that will ensure that any form of competition emanating from Amazon regarding product and service value is well catered for. Finally, based on the recommendations on employing structured data, eBay will be able to establish ways of improving their Google search ranking though data structures and employee encouragements.