Summary

This research justification aims to justify the research that was conducted on the topic of Maxodeals’ options on expanding their business operations to new, potentially lucrative, online marketplaces. The research aimed to answer two key sub-questions: Which online marketplaces should Maxodeals prioritize for expanding their business operations, and what criteria should they use to evaluate potential marketplaces? And what processes should be altered internally in order to accommodate an expansion to a new online marketplace, and how?
Through a systematic research approach, including a literature review, macro-environment analysis, and the application of the filter model, Maxodeals gained valuable insights into potential marketplaces to offer their products on to reach their target customers. Data collection involved desk research, observations, and employee-interviews.
The findings revealed that while Maxodeals currently utilizes eBay and Amazon, these platforms may not be optimal in certain countries. It highlighted the need to explore additional online marketplaces to reach new customers and maximize profitability. Criteria for evaluating marketplaces were developed based on marketplace attributes, leading to the most promising ones.
Within the findings of this research, also the internal processes that would have to be adjusted for successful expansion were examined. A resource-based view analysis was conducted to assess the company’s resources and capabilities, identifying its strengths and weaknesses.
Despite limitations such as time constraints and limited access to some marketplace-specific information, the research provides insights for Maxodeals to act on. The outcome of this process includes a detailed advice with an implementation plan, providing step-by-step guidance for entering in a new online marketplace.
The conclusions of the work are quite straightforward, as was the process. The research questions were all answered in a concise and clear manner, further providing the company with useful insights.
The full report provides details of the research methodology, findings, and analyses, giving Maxodeals advice for effective expansion in the ever-changing e-commerce industry.