Questions: 1.1 Apply the 5S's model to the eBay case study. Using examples from the case study, explain how eBay has used digital media to support its growth over the last few years. Ensure in your answer that you explain each element of the model in addition to illustrating the model with the examples from the case study. (30) 1.2 It is clear that eBay has used direct internet channels to support its growth. According to Geyskens et al. (2002) there are three main forms of demand expansion for an existing company when it adopts direct Internet channels. These are: 1. Market expansion - this occurs when new segments of customers are reached who did not previously buy in a category. 2. Brand switching - this is done by winning customers from competitors. 3. Relationship deepening - this is selling more to existing customers. Using the model above, explain the growth strategy eBay has adopted (using both direct Internet channels as well as traditional media) to ensure they have expanded their market, won customers from competitors and deepened relationships. (20)