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Case Analysis Rakuten Ichiba

This is the case study conducted on Japan largest online retail chain store Rakuten Ichiba, and also its latest expansion to Rakuten Taiwan Joint Venture with President Chain Store, the largest chain store owner in Taiwan that own 7-Eleven.

Case Analysis Rakuten Ichiba

  1. 2. <ul><li>Rakuten corporate summary </li></ul><ul><ul><li>Rakuten in early stage (pre-IPO) </li></ul></ul><ul><ul><li>Rakuten in growth stage </li></ul></ul><ul><ul><li>Rakuten in global expansion stage </li></ul></ul><ul><li>Rakuten Ichiba summary </li></ul><ul><ul><li>Rakuten Ichiba business model </li></ul></ul><ul><ul><li>Rakuten Ichiba success secret </li></ul></ul><ul><ul><li>Rakuten Ichiba Taiwan summary </li></ul></ul><ul><ul><li>Rakuten Ichiba future </li></ul></ul><ul><li>Comparison with Easy Pha-max </li></ul><ul><ul><li>Business model </li></ul></ul><ul><ul><li>Operation </li></ul></ul><ul><ul><li>Things to learn from Rakuten Ichiba </li></ul></ul><ul><li>Conclusion </li></ul>
  2. 3. Mr. Hiroshi Mikitani, Chairman & CEO Rakuten Inc. A former banker at age of 35, founded Rakuten in 1997 during Internet boom and brought the company to IPO in 2000.
  3. 4. <ul><li>40million members – 3 rd Jul 08 </li></ul><ul><li>Ranked No. 5 in Japan top website – Alexa </li></ul><ul><li>No. 1 retail brand in Japan & 14 th Consumer Brand </li></ul><ul><li>Exceed 24,000 merchants – Q2 08 </li></ul><ul><li>Net sales of US$1.76bil & US$304mil net income – 2007 financial report </li></ul><ul><li>Hired aprox. 3400 employees </li></ul><ul><li>IPO in Jasdaq – 2000 </li></ul>
  4. 7. <ul><li>1993 – 1995: Mikitani earned his MBA in Harvard, and join Bank of Japan when he returned </li></ul><ul><li>1995: Mikitani left his job with Bank of Japan to start an online business with his own money </li></ul><ul><li>1997 2/7 : founded MDM, Inc. with 5 employees </li></ul><ul><li>1997 5/1 : Rakuten Inchiba (cybermall) launched, with 13 merchants & first month revenue of US$3200 </li></ul><ul><li>Initial business model: charging ‘virtual real-estate fee’ of US$475 per year </li></ul>
  5. 8. <ul><li>1999: Mall expanded to 1600 shops & 600,000 registered members </li></ul><ul><li>1999 June: rename to Rakuten Inc. </li></ul><ul><li>1999 Sept: start Rakuten Auction service </li></ul><ul><li>Rakuten make $5.7mil sales in 1999, earned $2.4mil profits. </li></ul><ul><li>2000 : start Rakuten University teaching e-business </li></ul><ul><li>Rakuten went public in Jasdaq in Apr 2000 with market capital of $3.1 billion (45% own by Mikitani & his wife) </li></ul>
  6. 9. <ul><li>2000: founded Rakuten USA Inc. </li></ul><ul><ul><ul><ul><li>Rakuten Books founded as JV with Nippon Shuppan Hanbai Inc. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Infoseek Japan acquired by Rakuten Inc as portal services </li></ul></ul></ul></ul><ul><li>2001: Showtime Inc for TV shopping </li></ul><ul><li>2002: Rakuten travel Inc founded </li></ul><ul><ul><ul><ul><li>Lycos Japan acquired by Rakuten & merged with Infoseek </li></ul></ul></ul></ul><ul><li>2003: MyTrip.net acquired by Rakuten </li></ul><ul><ul><ul><ul><li>Start Rakuten Securities Inc by acquire DLJDirect SFG Securities </li></ul></ul></ul></ul><ul><li>2004: Acquired Minnano Shushoku for career business service </li></ul><ul><li>Acquire Cyber Brains Consultancy to form Rakuten Research </li></ul><ul><li>Acquire Aozora Card to form Rakuten Credit </li></ul><ul><li>Founded Rakuten Baseball – Rakuten Eagle Baseball team </li></ul>
  7. 10. <ul><li>2005: Acquire Linkshare Corp (online marketing company) under Rakuten USA </li></ul><ul><ul><ul><li>Rakuten Auction Inc founded as JV with NTT Docomo </li></ul></ul></ul><ul><ul><ul><li>Consolidate Kokunai Shinpan to structure Rakuten KC </li></ul></ul></ul><ul><li>2006: Rakuten sign ops tie up with Shinsei Bank for online mortgage & Tokyo Bank for online banking business </li></ul><ul><li>2007: Rakuten Inc celebrate 10 th Anniversary </li></ul><ul><li>Rakuten Travel open Guam branch </li></ul><ul><li>Fusion communication acquired by Rakuten to start IP Telephony </li></ul><ul><li>Rakuten Bank@TTB was founded in alliance with Tokyo Tomin Bank </li></ul><ul><li>Rakuten move in to new HQ – Rakuten Tower </li></ul><ul><li>Rakuten enter restructuring stage to further improve business efficiency </li></ul>
  8. 11. <ul><li>2007: Rakuten and Taiwan President Chain Store sign JV to start Rakuten Ichiba Taiwan </li></ul><ul><li>2008: Rakuten Europe open in Luxemburg as European Hub </li></ul><ul><li>Rakuten start operation in Bangkok Thailand for travel business </li></ul>
  9. 12. The most successful e-business portal in Japan
  10. 14. 240,000 orders a day
  11. 18. <ul><li>Merchants </li></ul><ul><li>Rakuten Merchants Server (RMS) </li></ul><ul><li>40million of Rakuten members </li></ul><ul><li>Rakuten’s ECC (E-commerce Consultants) </li></ul><ul><li>Rakuten University </li></ul><ul><li>Members </li></ul><ul><li>20million items for selection </li></ul><ul><li>User-friendly interface </li></ul><ul><li>Rakuten super point program (loyalty card) </li></ul><ul><li>Safe shopping service </li></ul>
  12. 22. <ul><li>May 7 th 08 : Pre-opening </li></ul><ul><li>May 27 th 08: Grand opening </li></ul><ul><li>Aug 6 th 08: 440 shops & 160k members </li></ul><ul><li>Hot sales item: Ladies fashion & Japanese products </li></ul><ul><li>Target 1000 shops by end 2008 </li></ul>
  13. 23. <ul><li>Others Misc: </li></ul><ul><li>Training courses for Rakuten University </li></ul><ul><li>RMS Training (must attend) : NT$ 3,000 </li></ul>Listed Items Monthly Rental Transaction Fees Package 1 2,000 items NT$ 5,000 5% Package 2 5,000 items NT$ 7,000 4% Package 3 100,000 items NT$ 10,000 3%
  14. 25. <ul><li>Become the No.1 Internet Service company in the world </li></ul><ul><ul><li>Future e-commerce will move from US & EU lead to Asia leads, main reason is due to raising star from China and India consumers. Rakuten’s strategy to enter China market will determine if the company’ World No. 1 goal is achievable. </li></ul></ul>
  15. 26. <ul><li>Rakuten’s competitive advantages </li></ul><ul><ul><li>Trusted Brand in Japan </li></ul></ul><ul><ul><li>Large subscriptions of members in Japan </li></ul></ul><ul><ul><li>Complete e-business eco-system in Japan </li></ul></ul><ul><ul><li>Large base of merchants in Japan </li></ul></ul><ul><li>Challenges for Rakuten ahead </li></ul><ul><ul><li>Japan No.1 ≠ World No. 1 </li></ul></ul><ul><ul><li>Competition with Amazon (currently 80mil active members & 2million stores associated with Amazon) </li></ul></ul><ul><ul><li>Global economy downturn may slowdown its global expansion (but may be a golden opportunity for its M&A strategy if the company is loaded with healthy cash-in-hand) </li></ul></ul>

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This is the case study conducted on Japan largest online retail chain store Rakuten Ichiba, and also its latest expansion to Rakuten Taiwan Joint Venture with President Chain Store, the largest chain store owner in Taiwan that own 7-Eleven.


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