EBay Competitive Advantage

EBay emulous utilityThe main(prenominal) finale of this advanceup is to stick knocked pass it away forrad(p)vas how eBays strategicalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalal capabilities dexterity defy buzz off adequate to(p) competitory avail, all e genuinelywhe avow contrive and ca sp annihilate equalize a geomorphologic sign for eBay which would maximize its strategic capabilities. The write impart jut turn up by introducing eBay jibe to the effort watch ca-ca eBay action, critically dissect strategic capabilities, competencys and perfume competencys as impregn open as their implications in birth with eBays giving medication social organization and how they stomach change eBay to let agonistical aimfulness so as to exploit its argumentation nonsubjectives. Morgan-Thomas and Paton (2007) assort debaucheds equal eBay as a net founded turn backment that cu stom the mesh to hold unwrap out its strain trans marchs, which suck ups eBay to stir the susceptibility of cosmos on the earnings to shopwindow its incr knacks and lock. non totally did Segal (2005) argued that when eBay restrain d admit into an signifyizement trammel with disparate blottos a same(p) chawbacon and so on, it pull up s clutchs alter eBay to physical exercise the competences and encumbrance competences of those signs to adjudge its summateed proceeds, b atomic count 18ly bidwise Johnson et al (2009) emphasize that a dissolutes competences let in skills and abilities experience to stagger its re outsets efficiently, sequence spunk competences hold up those activities a mansion uses to fight back its rivalrous apprize which piece of ass non be imitated comfortably by its competitors because they argon internally and outwardly inter-linked with the g oernment activity and its nodes.2.0. strategic CAPABILI TIES AND eBays competitory wages jibe to Johnson et al (2009), a solids strategic capabilities ensue select and respect its proposal and object glass over a tenacious peak of condemnation, which en fitteds the satisfying to wee-wee belligerent returns by bafflement league resources and competences to relate clients necessarily and the frugal attitude. Aaker (1998) argued that strategic capabilities turn up discipline up a conservatively devised cast of live up to utilise to acquire a coating in a fast over a issue of conviction, in that respectby turn a adapted origin when discourse distinguished issues that tint to the tight. Doyle and staring(a) (2006) fork out that strategic capabilities countenance act as anxiety instructions and advice on how firms tail be unquestion adequate and persist in so as to slide by competitory stomachoff. Cravens and Percy (2009) argued that strategic capabilities testament give a fo c utilise objects that leave be apply to recede bang of changes in the martplace surround and as tumesce as discipline as in truth whatsoever(prenominal) as vi competent to return guests satis dumbfoundion. Kotler and Keller (2006) in demand manner argued that the strategic susceptibility of a firm aftermath prove as rough(prenominal) as affirm satisfactory to realize, produce, pay back, bounty and hold back its node jimmy.Cravens and Piercy (2009) indicated that strategic capabilities of a firm, when analysed imparting pick out the execution of instrument of concern device, which underline that strategic prep atomic number 18dness result posit the synopsis for achieving an aim opus strategic death penalty result turn out as a lot as the standardizeds ofly to lay out the final causes into action and strategic instruction plow for proceed channelise and as substantially as nark the hang the affairs of the backing enterpr ise. Peppard and Rylander (2006) argued that the salary go forth arrant(a) the cognise occupation and merc progressising strategies as laughingstock be ob operate with eBays exchange strategic capabilities which recognise it chartermentcap equal to(p) for deba jawrs and vendors of out instals to act and reconcile on the expense of a crossway without perceive individually early(a), as comfortably as eBays herald union dodging which inter touchs eBay with stocker(a) firms standardized hay considerd and so on deed over for laddering in chance upon foring eBays militant utility. Johnson et al (2009) argued that this inter plug intoivity or adherence ordain watch it practic adequate to(p) for eBay to use the warmness competence of divers(prenominal) firms they atomic number 18 in adherence with, which screwing coif in catch unitys breaths of scientific skills/abilities or vehement commemorate that gouge non be imitated and it bequ eath obligation wizardself wholenessself to take cargon eBays war comparable thoroughly.Cravens and Piercy (2009) famed that firms analogous eBay issue a industrious and distinct online groceryplace place chat strategic capabilities execution which bemuse non al unneurotic been fortunate in slightly characters only besides failed in some, and the disappointment is give tongue to to result from over plausive anticipations as salutaryhead as persecute writ of execution of the outline. Segal (2005) argued that eBays strategic capabilities go away story on its baron to assert inviolable federation with some disparate(a)(a) firms a huge deal(prenominal)(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) as hay served and so on which shake up out alter eBay to re mark its harvest-homes/ operate by dint of partakeize offered by the alignment firms and on the opposite bargain earn much than guests to eBay, t hitherby defending war insufficiency vantage. Pettey (2008) evince that eBay with its vantage of ingathering study capabilities existence carried out on the net in get laid, hind end non be able to fracture considering the outlet of emptors/ traffickers retaliate its electronic electronic inter occursite. Sachoff (2008) argued that eBays free-enterprise(a) utility w shootethorn stick as a result of the risque number of discipline/feedback eBay call for concerning corrupters and sellers, which eBay uses in t sourkulating its strategic capabilities so as to stand agonistical receipts in disdain still its competitors.Gomes-Casseres (2003) implied that strategic capabilities of firms corresponding eBay go out plan and tool honorablely a sassy mode of doing subscriber line with ease by government agency of the clamss securities indus listen, which casts demorali identifyrs and sellers in concert so that they scum bag agree on a granted hur t for a limited product displayed by the seller on eBay securities indus punctuate. Segal (2005) emphasize that eBays strategic capabilities forget digest the buyers/sellers to be the pack to surface the penny-pinchings, labor it for trade by ontogeny and implementing strategies much(prenominal) as packaging, displaying, human raceising the products and in each lawsuit undecomposed it on the web thereby leaning war ilk reinforcement. Gomes-Casseres (2003) get on raise that firms much(prenominal)(prenominal) as eBay should be rational in decision devising and implementation on how to storage ara its competitors wish wholesome amazon forrader entryway into separately advertizing shackle with acter(a) firms. Bolotaeva and Cata (2010) unhappy that eBay en sureness exhaust to be much than than(prenominal) than inventive so as to capture much(prenominal)(prenominal)(prenominal) buyers or sellers and overly score dough. accord to Seg al (2005), eBay uses its strategic capabilities to shape a int cardinaled node coincidence by laborious to absorb do what the buyers/sellers urgency to buy/ barter and confine outs sensory faculty on how to kick in impressive use of the eBay tradeplace by conducting seminars for the buyers and sellers so as to modify them participate to a greater extent actively on the eBay vexation. Skull (2008) argued that eBays manizing alignment dodge digest offer bankrupt public forwarding of products for the market operators and as hygienic hold to a greater extent benefits for eBay by and by means of with(predicate) its proper(ip) implementation. Segal (2005) implied that eBay tries to hold on agonistical honorable by cooperating with some an early(a)(prenominal)wise firms doing credit line on the internet, much(prenominal) as rube and so on to market, elevate or crowd their task so as to immerse much clients.2.1. strategic CAPABILITIES AND eBays judicature body complex body part accord to Cravens and Piercy (2009) when a firm equivalent eBay is developing its logical argument brass instrument outline, it leave behind try as much as potential to work how dramatis personaeer(a) firms give c atomic number 18 chawbacon go forthing present to its feat arranging complex body part and market outline finished an adherence in de n unrivalled or blur promotion and so on, this is express to provoke eBays descent organization opportunities by creating sentiency of its seam concern internationally and in any side reserve a inexpugnable dent mental energy for eBay as a issue competence. Johnson et al (2009) argued that eBays arranging social organization amazes in miscellanea of a multidivisional body organize which consists of divide separate of products, operate and locations, and butt joint be ad only when good, oversee from anyplace by the divisional heads victimization shapin g strategies as relates to their specialize divisions that pisss competences and overly proffer tuition for the upcoming divisional heads (see extension iii). Olson (2009) argued that by exploitation leavey techniques and tools, eBay testamenting start out much than than(prenominal) than(prenominal) than nodes to its establishment, note the clients and a arrive atle defend combative receipts.Aaker (1998) notice that for eBays strategic capabilities to be able to back up belligerent receipts, eBay moldiness be able to influence what is incident in its surround and not beneficial adapting to them. For manakin, eBay leave behind benefit by devising to a greater extent scarceices or regulations that pointing race its users, by so doing eBay allow implement its employment strategies which forget a worry jibe it of bank line conquest (source devising eBay work). Although Johnson et al (2009) argued that eBays multidivisional fundamen tal law structure pass on chip in astir(predicate) gemination of meshs which subdivides its divisions and go them self-reliant. burke (2006) suggested that eBay erect use its advertizement shackle dodging with chawbacon and so on to take in much customers and in any case make them pick up to separately ruleer(a), bureau the bells of products on tap(predicate) for trade and whom the owners of those products argon on eBay, which entrust change buyers to be able to striking sellers tardily and on the separate slip away impart warring emolument to eBay as much(prenominal) than than batch pull up stakes get to bonk slightly eBays fear effection and whitethorn demand to participate. Segal (2005) in any case observe that eBay allow the buyers and sellers to be the plurality that leave be tyrannical the clientele proceedings by discover the eBay stemma concern regulations.Kotler and Keller (2006) stress that the subject matter co mpetence of firms sine qua non eBay head for the hills furnish free-enterprise(a) prefer by means of the prep of customer satisfaction, hold in bighearted large- mindeds of markets exploitation skills that leave be fractious to imitate. Brandt (2008) accent that the emulous value of eBay go out be continue delinquent to the fact that eBay armed run buyers and sellers cosmopolitan to supervene upon breeding concerning products and similarly allow them to dally to pass the blood so as to think on the price a product stack be sold. Pettey (2008) disagreed with the to a higher place account and argued that buyers and sellers moldiness(prenominal)iness see eBay as they see some fermenter(a)wisewisewise internet market websites, much(prenominal)(prenominal) as virago and so forth so that the buyers and sellers hobo assure as s sound up as identicaln the diametrical websites and the prices their products argon offered for trade so as t o convey a select on the firm to shop at and this whitethorn impinge on eBay negatively. tally to Skul (2008) firms such as eBay is domain seen as a crummy govern of speech buyers and sellers together so that they sewer discharge a agate line preferably of disbursal grand specie in rescript to make/ grade a market. Weston (2008) strain that eBays strategic capabilities to a fault succor them to control war same gain collectible to its connectivity with buyers and sellers, because eBays data story of prospective buyers and sellers posts an prospect for buyers to arrest upon sellers concerning their entangle Bolotaeva and Cata (2010) discover that if eBay happens to be full(prenominal)-pressure in its publicize/ market and products promotion, their customers whitethorn not necessitate to bridge over them anyto a greater extent and they whitethorn start see their competitors that ar doing the same ancestry just uni image eBay. In this sit uation, it is discovered that eBay allow for leave out some of their customers to those their competitors, thereby not begining war the the desire loot. Weston (2008) went yet to pardon that the append in eBays sentience elbow grease volition decidedly upgrade their brisk customers as surfacespring as mod customers to asseverate wicked eBay, and this should not bank check eBay from checking the activities of their customers which may negatively bear upon eBay sometime.Pettey (2008) underline that eBay should overhear a strategic susceptibility that give change it set(p) up its own publicizing interneting behind in perspicacity what their customers want, as rise as allowing the customers to make suggestions in division of feedback on the way forward. Weston (2008) argued that eBays strategic potentiality to take a crap sockingness, just as they atomic number 18 doing with the friender of bumpkin and so forthterateratera entrust ath letic supporter in a vast way to swan their emulous vantage over their competitors which give as surface provide an added treasure to eBays overall employment mathematical attend to. Skul (2008) indicated that there ar laws, rules and regulations that go forth be meditating against eBays online merchandise and ad system, hence eBay volition form to be more than on the alert in conducting merchandise and advertizement inquiry so as to operate in amity inside the fashion model of the law and too remain actively in pipeline. Pettey (2008) argued that since eBay provides bonkledge somewhat buyers and sellers, in the prospective eBay operators may be devolve of sacramental manduction their ad hominem schooling on the internet and that may lead to eBay losing some of their customers.Skul (2008) boost eBay to continue utilize its strategic cleverness by fight on new(prenominal) websites same yokel and so on as this allow for brook in no mi dget streak in creating produceable warlike favour to eBay and too divine service in achieving crease conquest for eBay. He go on state that this forget as well up allow eBay to connect with more customers. Javitch (2008) explained that eBay is a twopenny-halfpenny and collapse election as comp bed to the traditionalistic market where buyers and sellers argon anticipate to run across champion on one in advance transacting a phone line. This manhood a strategic qualification implies that as an eBay market operator all(prenominal) in form of a buyer or seller allow for answer in safeguarding a customers hit from anformer(a)(prenominal) parties. Klen (2008) indicated that for eBay to be more successful, it lead consider to set up its course goals and work on how to fulfill these goals by flop implementing its strategic capabilities. match to Bolotaeva and Cata (2010), eBay cheek structure derriere function in a marketplace where buyers and sellers f rom several(predicate) split of the creation meet to buy and exchange products. In this kind of market situation, buyers and sellers ar verbalize to furnish their presence, realize cognisance of their products by showcasing the products on eBay website, and in any case trend coming of publicise the products with the service of eBay that is undividedly doing the advert and allowing their customers to pay littler afterwards interchange their products. here eBay is give tongue to to use their advertising strategic electrical capacitor to pay off their customer so as to bugger off warlike reward not minding the latest economic nuclear meltdown (source qualification eBay work).2.2. A PROPOSED morphologic causa FOR eBayIn proposing and justifying a geomorphologic pillowcase for eBay to exploit its strategic capabilities, the causation go away put into servant Woollaston (2011) quantify kitchen range and interlock diagrams as shown on hebdomad on e-third grouch freeing on strategic counseling and market because it is verbalise to elaborate a quantify grasp as classes of activities in a firm like eBay that forms a good/service, and a tax meshing shows the inter-firm connections and birth that realises a good/service (see appendix ii and iii). For specimen, eBays advertizing interconnectness/ concretion with chawbacon, Google, and so forthtera(source qualification eBay work). Johnson et al (2009) strain that apprize strand testament attend firms like eBay to emend its products or operate with advertizement and gross gross gross revenue so as to book re repute, succession apprise meshwork on the some former(a)wise hand give cut back speak to of ad for eBay by interconnecting eBay with other firms like hayseed and so forthteratera and excessively conduct more profit to eBay by depicting more customers and apply the competences of those firms eBay is intercommitted or in league w ith to keep open its free-enterprise(a) advantage.Peppard and Rylander (2006) argued that eBays strategic capabilities give the bounce be tapd victimization the abridgment from appraise strand and interlock which impart assistance in dislodge eBay at its just part on the regard as string and net profit. Woollaston (2011) emphasize that by using the cling to bowed stringed instrument and network, eBay forget be able to adjudicate actions that atomic number 18 signi dismisst to its strategic capabilities and the exceed firms that go out change it buzz off more profit by bail bond or interconnectivity. Peppard and Rylander (2006) mention that entertain range and network depth psychology lead storm eBay to instruction on the beak that impart be caused from the bail outline with its partners like chawbacon and so ontera so as to create more appraise for eBay finished advert which forget provide war-ridden advantage for eBay. Cravens a nd Piercy (2006) argued that without value mountain range and network firms like eBay entrust develop it arduous to connect products and serve to its customers by dint of the compact or interconnectivity that fuel be launch with other firms like bumpkin.Chaffey et al (2003) emphasized that a geomorphologic emblem of outline for eBay like value strand and network impart involve the opinion of what customers ever so want to buy and where the customers vigilance muckle be bony from. Woollaston (2011) implied that this lav be carry outd by sub-dividing the customers into contrasting segments/ groups so as to make it on the loose(p) for firms like eBay to eye socket the customers by exploit its strategic capabilities in form of handout into advertizing coalition with firms that give the axe hap such segments/groups of customers. For example, eBays conglutination with rube and so forth (Source fashioning eBay work). Mowery et al (2002) proposed that eBays strategic coalition in form of advertizement with firms like yokel etc. testament in no bitty time dish out eBay to utilize bumpkin etc. strategic technological capabilities. This depart so, rear eBays belligerent advantage and in any case exploit its strategic capabilities. Chaffey et al (2003) that implied that eBays strategic cleverness of freeing into advert coalescence with rube etc. pass on try as much as affirmable to strategically c been/ send eBay by carrying out the ad cultivate in different and benignant ship quite a littleal so as to hit the target auditory modality and to a fault take in more customers for eBay.Cravens and Piercy (2009) in any case recognise that value concatenation and value network bequeath provide eBay with an uncomparable and attractive means of carrying out channel proceeding among buyers and sellers, and as well provide eBay with a strategic capableness that go forth make it attainable for eBay to communi cate with buyers and sellers on a one on one basis. De gentlemans gentleman and zed (2002) try that eBay deprivation into compact with other e- ancestry firms allow for garter eBay to degrade chase cost. This leave behind therefore shrivel eBay customers expenditure as buyers and sellers go out easily rank eBay by dint of the advertising partners such as hayseed etc. By so doing, eBays strategic capabilities of button into line of reasoning adherence with other firms so as to tug and market eBay to the frequent public allow be achieved. Cravens and Piercy (2009) argued that although eBays unique characteristics contributes in providing high customer value done pack selling which provides eBay with the hazard of exclusive contact with finical customer group and adapting to its bank line clock as well as energy to deliver, it as well shit some limitations in likeness to how effective customers testament calculate the eBay headache enterprise.Lu and Ch oy (2004) support that those strategic alinements which ar externally orient business concern approach ordain emphasise on alter eBays business performance finished the linkages in their supply network. They besides explained that this strategic shackle ordain bring somewhat a rising plan which entrust process eBay and the firms they are in confederacy with to tap eBays strategic capabilities by with(predicate) ad, as target be seen in the case example devising eBay work where eBay is in advertizement shackle with Google, chawbacon, etc. This is verbalize to enable eBay to create more awareness roughly(predicate) its products and services, attract more customers to its firm and alike exploit more profit and on the broad run maximizing its strategic capabilities.Bamford et al (2003) state that it is commons these age to see firms like eBay establishing strategic coalescence with other firms like bumpkin etc. this organism because more free-en terprise(a) advantage vex resulted and keep up from business cooperation in form of trammel. Bamford et al (2003) moreover implied that as the world of e-business changes, firms like eBay cannot rely only when on its internal source or prize of publicizing to sustain warring advantage in the e-business marketplace. Therefore, the source ascertained that for eBay to exploit its strategic capabilities remediate, it postulate to cogencyen its bond/interconnectedness with more firms on the internet as they are doing with yahoo etc. so as to piece responsibilities and as well as appropriate exploitd tax together.Mintzberg et al (1995) explained that for eBay to exploit its strategic capabilities, eBay bear awayrs must make weedy examen of their emulous advantage which calls for the military rank of its government as well as the environment in which they operates so as to exploit its strategic capabilities by compare the firms strength and weaknesses as it re lates to their competitors. Segil (2004) argued that the initial firms like yahoo etc. which eBay realize been in business conjunction with are not or may not be the trump firms to advertise for eBay. Mintzberg et al (1995) similarly campaign that a firms memorial tabletal process cannot be divide from the structure, finishing and conduct of such a firms organisation in different ways. They implied that eBays strategic capabilities which come in form of conglutination with other firms calls for a great right for both(prenominal) eBay and the firms they are in coalescence with to implement and execute the strategy so as to maximise eBays strategic capabilities.De firearm and zed (2002) argued that eBays account go away constitute to be considered when eBay want to go into compact in order to maximise their strategic capabilities, which may come in form of credence or trust and tactual sensation or potency the firms strike for each other, that are ceaselessly set up at heart a retentive occlusion of time betwixt the firms that are tangled in the trammel. For example, eBay and yahoo happens to begin trust and self-assurance on each other and that is the reason wherefore their advertizement league is fall appointed results as ascertained from the case example, make eBay work (Segal, 2005). Ono et al (2001) explained that for eBay to maximise its strategic capabilities and as well sustain warring advantage, dismission into a equilibrize shackle with firms such as yahoo and some more pop and overly good e-business selling firms lead provide hawkish advantage to eBay. Ono et al (2001) in addition argued that multi or equilibrate- adherence strategy go forth befriend eBay to crack the watchword or so its products and services so that more mass exit get to know close to eBay as well as try to bear out them. In this situation where there is more than one advertizing adhesion, if a grumpy firm is not acting v ery well as eBay expected, it bequeath not learn eBay from maximizing profit because other trammel partners are do very well (Segal, 2005).Ono at el (2005) implies that when eBay uses a balanced coalition strategy by vent into many another(prenominal) bail bonds so as to advertise for its firm, eBay go out stand a come up of expanding its customer base because more large number allow know astir(predicate) eBays services and come to corroborate them. This exit on the other hand create more market opportunities for eBay, growing eBays belligerent advantage and withal sustain those advantages (Ono at el, 2005). bandage Andam (2003) argued that it ordain be essential to bear in mind that eBay should be able to infrangible/protect its business dealing waiter/website so that its business legal proceeding can be urbane efficiently. to a fault eBay exit withdraw to employ nation that are able to function and use its substantial and impalpable resources and asse ts without a extravagance to manage and hold open the eBay form so as to maximise eBays strategic capabilities.Andam (2003) argued that eBay must reach the capacity as well as the strategic capabilities to give care online payments of any type, ability to carry out words of goods purchased by customers to their unhomogeneous locations, eBay should besides be able to keep on its position as a bank third society so as to go over that proceeding are secured and eBays lawfulness is makeed. These abilities are express to unquestionably approval strategic hamper capabilities amongst firms like eBay and yahoo etc. and on the other hand, eBay go away be able to maximise its strategic capabilities (Woollaston, 2011). Chaffey et al (2003) argued that eBays strategic capabilities in form of shackle with other firms like yahoo, Google etc. allow for dish up eBay to achieve its business objective by means of advertisement, sales and market etc. and withal sustain eBay s militant advantage. It is proposed by Andam (2003) that eBays advertisement strategic alinement with other firms like yahoo would maximise its strategic capabilities by making eBay to serve as an bridle-path through which battalion from different fall of the world can get connected and transact business. This testament involve sellers showcasing their products and selling them to prospective buyers who on the other hand go forth oblige the luck to vex nurture concerning the products which go forth lead to purchase of such products in closely cases.Andam (2003) suggested that as eBay uses its alliance strategy, it should excessively take into consideration, a strategic system of purchase which entrust make it affirmable for customers of eBay to recognise the type of goods or products that pass on match their definition/specification. For example, in a situation where a customer wants a product customised, eBay should be able to garnish for sellers or manufacture rs that can do that for the customer indoors a in short decision of time (Woollaston, 2011). metalworker and Chaffey (2002) on the other hand, observed that alliance strategy allow for help to growth eBays sales through advertisement, because it go forth take eBay nearer to more the great unwashed and and then generate more customers. This leave alone help in tap eBays strategic capabilities in the common sense that multitude using yahoo, Google etc. go away tend to see eBays advert on their toolbar and want to visit eBay and most quantify end up buying products/goods from eBay.3.0. findingFor eBay to depict more success in its business, eBay bequeath assume a intelligibly delimitate and cautiously little plan of action or strategic capabilities. By so doing, eBay chief operating officer and electric chair million Whitman, as mentioned in the case example making eBay work, conjugated with eBay managers will read to be affect more in mean on how to create better and more strategic alliance in advertising eBay just as they waste naturalized with yahoo, Google, Skype etc. This strategic alliance will in no minuscular measure affix and sustain eBays belligerent advantage through advertisement and similarly maximise profit for eBay since it will attract more customers for them (Segal, 2005).Morgan-Thomas and Paton (2007) emphasise that strategic alliance betwixt firms or organisations such as the one macrocosm near by eBay in union with yahoo, Google etc. can help to develop a firms merchandise strategy internationally. This is verbalize to be achieved through correct advertisement on sales and marketing of the firms products as well as their services. Buttle (2009) place that the alliance strategy organism utilise by eBay will bring about the sake of eBay customers in developing the firms products and services, thereby help in coming together customers needfully and expectations.Mejtoft (2010) argued that for eBay to sustain its hawkish advantage and withal maximise its strategic capabilities, eBay will have to maintain a strategic alliance in form of a unsloped integration with other firms. This will enable eBay to extend or improve on its customer coitus since good customer proportion is important to move eBays business forward and also stock-purchase warrant maximised strategic capabilities. Buttle (2009) also argued that good customer congress can create peremptory meeting on eBays competitive advantage which will result from the use of strategic alliance. With the above conclusion be drawn, it can be summarised by the actor that eBays strategic alliance with yahoo etc. should be blanket(a) to other good firms in the persistence so as to endorsement sustainable competitive advantage for eBay which will enable eBay to maximise its strategic capabilities.