Much of E-Bay's past success has been that it has been able to identify the trends in consumers' demand for an online auction site. E-Bay has modified its "product" (one of the 4 Ps) over the years in response to feedback from consumers . Megg Whitman has long been an advocate of research to identify not what products/services her members want but how to serve her customers to ensure their privacy and safety is not at risk. We have seen events in the media that has challenged the company in some of these areas but the organization goes back to the consumers to see how to improve their offerings to them. By constantly staying atop of their market they can continue to offer "value" to their members and identify new opportunities. By partnering with companies such as PayPal they have added convenience to their services as well for the members in terms of receiving their products (distribution). E-Bay partners with other numerous companies as a channel for their product offerings as well. Today, E-Bay is facing continuous competitive threats from other auction-based sites and their challenges will continue to offer distinct competitive benefits for their own brand. 

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