Case study: Meg Whitman and eBay Germany

| May 25, 2015

How to write a case memo :

You should write the case memos as if you are a senior manager of the firm at the time the case was written. You should address the memo to the CEO and the Board of the Directors of the firm. You should assume that the recipients of the case memo are well aware of the firm, so please do not simply summarize the case. Rather you should offer professional recommendations (such as a specific course of action that the firm ought to take in order to address the assigned question). I am more interested in the quality of your analysis than in the accuracy of your conclusions. Please keep in mind, the assigned case should the only source of information that you will use. So please do not go online and start researching on the company, especially to find what the company actually did following the events discussed in the case. However, you should make every attempt to use the concepts, tools and frameworks you learned from the class to analyze the case and to develop the strategic recommendations. 3 I have the following suggestions for the case memos:  There should be an introduction. State your recommendation or major issues that you want to address in this introductory paragraph.  Don’t write long paragraphs. Break paragraphs in sub-topics such as opportunities, risks, current situation of the business and your arguments/recommendations.  No bullet points. Please write full sentences.  Present arguments with reasons, evidence and logic. Think about the assumptions that you are making while making your arguments. Are these assumptions realistic? Under what conditions?  Try to use numbers (sales, profit and market share) to provide evidence or to build your arguments. Remember, sometimes it’s easier to convince with numbers!  Consider pros and cons. Don’t be biased and consider only pros. Try to provide a balanced view.  Make sure you have a nice persuasive conclusion that supports your recommendation.  Finally, be professional – imagine yourself as a manager working for the company during the time of the case.

For the second case memo (Case # 5 Meg Whitman and eBay Germany), please focus on the following two questions:


  • What were the major problems with the post-acquisition integration in Germany?
  • Please recommend a course of actions that eBay can undertake to improve the performance of the integration of


The second memo is due on or before May 25th, 10:00pm. 

NOTE: Please upload the memo to CASE MEMO -2 as a Microsoft Word attachment and name the file as follows:firstname_lastnameCM2.doc. If you are late in completing your memo, please submit the memo to CASE MEMO-2 LATE SUBMISSIONS. I will deduct 0.5 points for every 24 hours of any  late submission. Please do not email case memos!!


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