Table of Contents

1. Section 1 – Research Question and Methodology ............................................................... 2

1.1. Research question ...................................................................................................................2
1.2. Research problem ...................................................................................................................2
1.3. Research Methodology (Plan of Action) ...................................................................................3
1.3.1. Primary Sources.......................................................................................................................... 3
2. Section 2 – Management Report ........................................................................................ 6
2.1. Introduction ............................................................................................................................6
2.2. Business Strategy ....................................................................................................................7
2.2.1. Centre of the next innovation .................................................................................................... 7
2.2.2. Bridging digital and physical commerce..................................................................................... 7
2.2.3. New mobile products and enhancement of the existing ones .................................................. 7
2.2.4. Digital wallet to mobile wallet to no wallet ............................................................................... 8
2.3. Analysis Techniques and Tools .................................................................................................8
2.3.1. SWOT Analysis ............................................................................................................................ 9
2.3.2. Porter’s Five Forces Analysis .................................................................................................... 13
2.4. Conclusion ............................................................................................................................ 14
2.5. Recommendations ................................................................................................................ 15
3. Bibliography .................................................................................................................... 15
4. References....................................................................................................................... 18
5. Appendices ...................................................................................................................... 21
5.1. Appendix 1 – SWOT Analysis .................................................................................................. 21
5.2. Appendix 2 – Porter’s Five Forces Model ................................................................................ 21
1. Section 1 – Research Question and Methodology
1.1. Research question
Does customer awareness of security flaws in PayPal deter
them from using it?
The emerging of new online payment technologies and systems also known as
digital wallets has meant that customers are applying and using these in their
daily ecommerce transactions. Online money transfers provide different
electronic methods compared to the traditional paper methods such as cheques
and money (Nosrati et al. 2013).
PayPal is one of the largest online payment companies that manages online
payment systems worldwide and offers a service that enables commercial users,
online vendors and auction sites to make money transactions without disclosing
any financial details. However, over the past few years and recently PayPal has
been having issues regarding fraud, cybercrime, accounts being hacked and
security problems which have continued to increase.
1.2. Research problem
The aim of this report is to investigate the above research question ‘Does
customer awareness of security flaws in PayPal deter them from using it?’.
Although PayPal is known to be a secure online payment business that enables
its consumers (businesses and individuals) to make secure online transactions
without any risks however, this has not always been the case.
The company has gone through multiple security glitches in the past including
fraud (Ackerman and Davis, 2003) and cybercrime that has questioned both the
existing and potential customers of whether or not PayPal is secure enough and
whether or not they can trust the company enough to make transactions through
the online payment system. Therefore, this research question will examine
whether the security flaws in PayPal’s online transaction system is the reason to
why customers are avoiding in signing up for an account and using it for money
transactions.
1.3. Research Methodology (Plan of Action)
It is vital that suitable research methods are chosen according to the type of data
that is going to be collected. There are several different approaches and methods
that can be used to answer the research question; these include both primary and
secondary sources. These will enable to gather the research and then further
analyse if customers prevent themselves in using PayPal due to its security
flaws, and in what aspects PayPal can improve its online payment system in
order to make it more secure for ecommerce transactions.
1.3.1. Primary Sources
The following primary sources will be used to collect the data in order to answer
the research question:

1.3.1.1. Questionnaires
Questionnaires are useful in collecting data from a large number of audience,
and therefore these will be given to employees in the organisation including the
technical and development teams who are responsible for developing the
system. By giving the questionnaires to the employees, it will help to identify
how they ensure that they recognise and understand PayPal’s perception and
mission,
and if there are any decisions related to the management side that are affecting
in meeting the company’s main goals.

1.3.1.2. Interviews
Interviews will be carried with managers of PayPal which will include general
managers, senior managers, and department managers in order to recognise and
get an insight on the main goals of the company. The interviews will also help
to gain an understanding of how the company aims in making sure they provide
their consumers with secure and safe transactions, and if there are any
restrictions that have been created by the decisions made within the company.
1.3.1.3. Surveys
Surveys will be distributed to existing and potential consumers in order to
identify and recognise their needs and their main requirements. In addition,
interviews will also allow gathering feedback from the customers on the current
security features PayPal offers, and any recommendations on how the company
can improvement their security to make online transactions more secure and
satisfying.

1.3.1.4. Observations
Observations will be executed by asking a number of customers (probably a
minority of them) to participate in the observation by providing them with some
enticement to encourage them to sign up for PayPal and use their service. This
would enable in getting feedback of what their views are on the service PayPal
provides and the security features, as well as capturing the reactions of the
customers while they are using the online payment system.
1.3.2. Secondary Sources
The following secondary sources will be used to collect the data in order to
answer the research question:

1.3.2.1. Academic articles and journals

These will allow gathering information on the history of PayPal’s security of its
online payment system, and the impacts of its security flaws it has had on its
customers as well as on the company as a whole. Also, the articles and journals
will enable to help to gather the information on different companies that are
similar to PayPal and how they ensure that they provide a secure and safe online
transaction system to existing and potential customers. In addition, it will
further help to identify in what ways PayPal are avoiding security flaws in their
online payment systems in order to increase their customers and the customer
awareness.

1.3.2.2. Books
The books will allow in proposing and suggesting various different strategies
and models for which PayPal can build and improve their customer trust and
awareness, as well as their strategies and models. In addition, books will help to
identify and recommend the different platforms and security aspects PayPal can
implement within their online payment system to improve their customers trust
and awareness.
1.3.2.3. Case Studies
Case studies will be used in order to recognise different organisations that
provide a similar service, and in what ways they are ensuring to provide a
secure and the best possible online payment system that prevents security flaws.
1.4. Data analysis techniques
Once the data has been collected through the different methodologies, the
results gathered will be analysed using several different analysing techniques to
further interpret the outcomes. The techniques that will be used include Survey
Monkey and Microsoft Excel, which allow representing the results in different
graphs and charts such as, bar graphs, pie charts and line graphs. Also Meta-
analysis will be used in order to analyse statistical data and interpret the average
number of consumers who avoid using PayPal due to their security flaws.

Once the data is analysed a report will be produced, to write up the findings and
conclude whether or not the research question has been answered.
2. Section 2 – Management Report
Abstract
This report critically analyses and evaluates PayPal’s e-business strategy and
activities using multiple analysis tools such as the SWOT analysis and Porter’s
five forces model. Furthermore, to summaries the whole report a conclusion has
been provided on the overall analysis of the business and its strategies, and
recommendations have been given on how PayPal could improve its business
strategy and activities.
2.1. Introduction
PayPal was founded in 1998 as a company that developed security software for
devices and later advanced and launched as a money transfer company. Today
PayPal is a multinational corporation and a service, which allows its individual
consumers, and businesses to pay, send money and receive secure payment
transactions without the need to disclose financial information (PayPal, 2016). It
has well established itself and operates worldwide in 203 countries, available in
26 different currencies globally, and holds more than 179 million consumers
with registered online accounts. PayPal is used to purchase goods on online
auctions such as eBay and Amazon, and various different websites, as well as to
donate and receive donations.
PayPal has created its own app called ‘PayPal’ which is available online through
Apple’s iTunes App Store on the iOS platform, Google’s Google Play on the
Android platform, and Microsoft’s Windows Phone Store. It is available on
different devices such as desktops, mobiles, and tablets which allows its users to
make transactions and checkout on websites and apps through its ‘One Touch’
payment option (Perez and Cutler, 2015).

The aim of this report is to analyse and evaluate PayPal’s current e-business
strategy and activities that will use different ecommerce analysis techniques and
tool to carry out an analysis and evaluation of the organisation. The techniques
and tools used are ‘SWOT Analysis’ (Schneider, 2009), and the Porter’s Five
Forces Model (Karagiannopoulos, et al. 2005). Once the analysis is carried out,
an evaluation will be undertaken in order to identify if PayPal’s existing
activities relate to its e- business strategy and whether there are any aspects
which need improving in the business.
2.2. Business Strategy
2.2.1. Centre of the next innovation
PayPal aims to be at the ‘centre of the next payments innovation’ (Evans, 2014)
and aims to provide its consumers with payment services that are both mobile
and in-store. However, PayPal may struggle to always be the centre of the next
payments innovation, as other competitors such as Google Wallet and Apple
Pay offer similar online payment services that are popular and used by millions
of consumers.
2.2.2. Bridging digital and physical commerce
PayPal seeks to connect digital and physical commerce so that consumers can
make payments from a mobile device, a desktop device, or within a physical
retail store. It aims to do this by ‘building an agnostic platform’ (Evans, 2014)
that will enable software developers or retailers to purchase PayPal’s
programmes and hardware. This will allow making relevant and suitable
products that will ensure consumers are using a ‘PayPal-enabled wallet’ (Evans,
2014) to carry out each payment transaction whether it is in a merchant’s
physical retail store, on an online platform, or through a mobile device.
However, some software developers or retailers may not always prefer to invest
in programmes or hardware, and consumers may not like the idea of paying
through a mobile-wallet as traditional payment methods such as cash and
credit/debits are still preferred over mobile payments.
2.2.3. New mobile products and enhancement of the existing ones
Developing new mobile products and apps and further enhancing the existing
ones in order to turn PayPal into a mobile-first platform is one of PayPal’s e-
business strategy, the company’s CEO Dan Schulman (Bakker, 2015) states
this. By doing this will provide PayPal’s consumers with multiple
functionalities and a pleasant shopping experience which may lead to consumers
trying out PayPal’s

premiums products and services. However, this may cost the business a lot of
time and money, and consumers being frustrated and unsatisfied, because some
consumers may be required to wait longer than others subject to the type of
device they use, and updates may not be released at the same time. In addition,
PayPal may need to hire numerous employees in order to develop new mobile
products and apps diverse platforms and improve the existing ones, which could
lead to a loss in the business revenue in comparison to having single team of
developers.
2.2.4. Digital wallet to mobile wallet to no wallet
When consumers purchase items from a physical retail store or an online store
they make payments either via cash or credit/debit cards but, many online retail
businesses are now providing consumers with online payments systems in order
to make payment transactions. PayPal aims to provide consumers with a
shopping experience that is known as ‘no wallet’ (Evans, 2014) which means
that consumers can make payments without having to rely on cash or
credit/debit cards and instead just through a mobile device. However, this could
be harmful to PayPal as some consumers prefer to pay by cash or credit/debit
cards, and those that use PayPal sometimes prefer to go back to traditional
payment methods. This can have an adverse effect on PayPal if consumers
choose not to adopt PayPal’s ‘no wallet’ e-business strategy that can also lead to
lose their online presence.
2.3. Analysis Techniques and Tools
There are various different techniques and tools in order to analyse a business
and its activities including SWOT Analysis (Schneider, 2009) and the Porter’s
Five Forces Model (Karagiannopoulos, et al. 2005).
A SWOT analysis (Appendix 1 – SWOT Analysis) has been carried out on
PayPal to identify the strengths, weaknesses, opportunities, and threats of the
company. By identifying the strengths and opportunities of the organisation,
PayPal will be able to see through its goals clearly and acknowledge what is
going well, so that they can focus on the areas where they have the opportunities
to make the business stronger and better. The SWOT analysis can also assist
PayPal to work on reducing the threats towards the company and focus on their
weaknesses in order to overcome them.
The Porter’s Five Forces Model (Appendix 2 – Porter’s Five Forces Model) will
enable to analyse PayPal’s competitive strength and its position, as well as its
attractiveness within the market using the five forces. It will also allow
analysing the strength of the position in which PayPal looks to move into in the
future.
2.3.1. SWOT Analysis
2.3.1.1. Strengths
  PayPal’s simplicity in allowing customers to be able to sign up
and create an account can be achieved in a few minutes. 


  Compared to other online payment service providers, PayPal has

commission charges that are small. 


  For online merchants who want to use PayPal, they do not need
an online merchant account, as this can be expensive to obtain. 


  Larger organisations have started to accept PayPal and adopt in

within their business. 


  “Viral marketing: anyone receiving PayPal cash has to open an

account.” (Holcombe, 2012) 


  PayPal has an online infrastructure that is known to be very

secure. 


  PayPal doesn’t have any manufacturing costs 


  It provides consumers with 24 hours/7 days’ access to use the

online payment system to purchase goods or make online money
transactions 


  Provides 24/7 customer support worldwide 


  PayPal can be used on any device to make faster and easier e-

commerce transactions, 
 including on mobile, tablets or desktop devices.



  PayPal is available through 26 different currencies globally. 


  It is spread over 203 different countries and markers in the

world. 


  Provides multiple methods to make and retrieve payments,

 including via email, online, in 
 person, over the phone, on eBay, or even
by mail order. 


  Consists of more than 175 million active online registered

accounts. 


  PayPal ensures that consumers know how to identify and report

phishing attacks by 
 providing them advice and information on their
website on anti-phishing. 


  PayPal offers free online payment transactions, which leads to

consumers likely to try out the online transaction service. Once they like
the service PayPal provides, consumers are 
 likely to sign up for an
account, and pay for premium services. 


  Due to the free online payment services with the PayPal brand,
this is also acts as a form of 
 advertisement, because consumers are
involuntarily advertising the PayPal brand which means that the business
is likely to increase and grow the consumer’s and public’s awareness of
the brand, leading them to trying out their other free and premium
services.


 2.3.1.2. Weaknesses 

  PayPal has been the target of multiple scams which has affected
merchants in losing their confident with the online transaction business.
This has meant that PayPal’s fraud detection can be heavy-handed and
accounts being suspended and interrupted for an extensive amount of
time. 


  “PayPal's arbitration system is not always adhered to, hitting the

e-merchant with unwarranted charge-backs.” (Holcombe, 2012) 


  PayPal provides basic consumer support that is through

telephone and email however, they do not provide support through live
online chats, which can create consumer dissatisfaction. 


  “Funds drawn from a bank account cannot be recovered (unlike

 credit card transactions).” (Holcombe, 2012) 


  PayPal’s online transaction system can have an excessive

exposure to risks and frauds. 


  In those countries where people are conservative towards online

transactions and 
 payments, PayPal fails to be popular in emerging
economies. 


  PayPal’s has restrictions locally in countries such as India,

Brazil, China and Taiwan. 


  There have been many controversies towards PayPal due to

payment transactions, which 
 has caused consumers to re-consider using
PayPal to make online transactions. 


  “No limit to the funds that can be misappropriated by a PayPal

transaction.” (Holcombe, 
 2012)


 2.3.1.3. Opportunities 

  Emerging ecommerce markets will require resources in order to
purchase and sell goods domestically and worldwide therefore, PayPal
has the opportunity to be accepted in more markets as they can provide
upcoming ecommerce markets a financial tool of an online transaction
system. 


  PayPal has the opportunities to operate outside the USA

particularly in Asia, which gives them the chance to expand. 


  The emerging of new technologies and devices means that

PayPal can allow software companies to develop applications that can
allow consumers to make payments through different applications. 


  PayPal can start allowing consumers and businesses to accept

payments through mobile text messages. 


  PayPal has the chance for new acquisitions such as to expand,

 enter international market with different platforms, as well as create new
technologies and products. 


  There is the chance to open new innovative products and

services by creating a partnership with other reputable and recognised
organisations similar to PayPal that will enable to them reduce threat of
competence. 


  PayPal have the opportunity to create cashless economies and

digital currency so that more consumers and people worldwide start to use
the service. 


  Successful marketing methods and techniques such as, free

online payment transactions and applications will ensure that consumers
are appealed to try out services and applications, which will mean that
there are high chances of purchasing and paying for premium services.


 2.3.1.4. Threats 


  PayPal have multiple threats that arise from including, frauds,

cybercrime, and litigation which can affect that business due to the
customer awareness of the company’s security flaws. 


  There is a highly competitive environment for online money

transaction businesses and competitors that offer similar services to
PayPal include Google Wallet, Apple Pay, and Skrill that provide online
payment transactions and do not charge any fee. 


  Amazon Payment Services, Facebook credit system, and mobile

payment with Netbanx are other online ecommerce transactions firms that
create competition with PayPal. 


  If consumers are satisfied with additional free services from

other online payment company’s this may lead to them not purchasing
PayPal’s premium services. 


  PayPal may have future fraud, scam, and security threats as

there are multiple internet hackers globally which pose a threat to PayPal
 and can have serious consequences and long term impact on the business.



  Strict economic policies and financial regulations that relate to

online transaction firms who deal with money worldwide can pose as a
threat. 


2.3.2. Porter’s Five Forces Analysis

2.3.2.1. Extent of rivalry amongst competitors within the Industry
PayPal faces rivalry and competition in its current place in the market from
online players that provide online payment services; this means that continuous
innovation from PayPal is important. Consumers have different options to carry
out online transactions through different online payment services who provide
consumers to make online transactions through different platforms. There are
also several different factors such as the services, selection and price, which
influence the consumer’s choice of choosing an online payment service, and
within payments business as a whole. There is competition from several
different online and offline sources including credit and debit cards, bank wires,
cash, cheque, and mobile phone e-payments.

2.3.2.2. New entrants/barriers to entry

Many new entrants grab hold of the opportunity to expand their market share;
PayPal has a dominant and leading market share of online payment services.
PayPal’s performance in maintaining the firm’s reputation is good however,
they have to be careful in the marketing decision they make. The entry of new
players create competition for PayPal, they include Apple Pay, Google Wallet,
Skrill, and online banking which are expected to increase within the online
payments business.

2.3.2.3. Bargaining power of customers

PayPal does not charge any fee to purchase goods or services, however if
consumers are receiving money from either selling goods or services (e.g.
selling items through eBay) PayPal charges a fee of 2.9% for each transaction
received and an additional fee on the amount received (Phillips et al. 2002).
PayPal’s competitive rivals such as Google Wallet charge a fee to transfer
money from credit or debit cards but do not charge any fee for receiving
transactions or sending money from a bank account, this can detract consumers
from PayPal. However, Google Wallet do not provide many services compared
to PayPal, and since consumer’s demand low prices and a wide variety of
products and services means PayPal’s bargaining power is huge because,
consumers are more prone to using PayPal for online payment transactions.

2.3.2.4. Threat of new/substitute products

PayPal sells a wide range of products and services through its platform,
however there are several substitute online payment systems similar to PayPal
that pose a threat to the company. The substitute products include e-wallets
provided by Google Wallet, Apple Pay, Amazon, as well as direct credit or debit
card payment methods. In addition, businesses can create and develop their own
online payment systems and apps, which can lead to PayPal being overlooked
by consumers and other organisations.

2.3.2.5. Bargaining power of suppliers

There is no real threat for PayPal from the five forces for bargaining power of
suppliers as they supply their own services and products to businesses and
consumers. However, if they were to outsource their services to other businesses
then this would create supplier threat as, they would have to consider how they
would negotiate with suppliers and if they go bust, do they have any other back
up supply to outsource their services.
2.4. Conclusion
PayPal provides consumers with multiple different ways to carry out online
payment transactions and continuing to do so by developing new platforms and
adopting to new emerging technologies. PayPal’s e-business strategy to move
completely into mobile wallet so that consumers use PayPal’s mobile wallet for
every online payment transaction is strong and will allow them to grow its
business and bring more consumers to use PayPal as their part of their daily
transactions.
From the SWOT analysis carried out there are many different weaknesses and
threats identified towards PayPal which include numerous occasions of fraud
and hackings within the online payments system, and the highly competitive
environment from online money transaction businesses such as Google Wallet
and Apple Pay. This can harm the business from both aspects; financially and
the reputation of the business, therefore it is vital for PayPal to overcome these
weaknesses and threats, and work on the opportunities identified in the SWOT
to develop its online payments services.
2.5. Recommendations
PayPal should continue to support its e-businesses strategy to always be at the
heart of every innovation (Evans, 2014). Although, there are competitors with
similar online payment transaction services and products which can be a threat
to PayPal’s services, therefore keeping its services free and creating new mobile
products and services and enhancing existing ones will benefit them from
holding onto loyal consumers, as they will continue to use the free services.
PayPal will need to review their tactics of gaining back their consumer’s
confidence due to the previous issues of phishing scams (Amir, 2016),
cybercrime and hacking (Paganini, 2013) which resulted in consumers
preventing to use the online transactions system for money transfers, and
signing up for an account. PayPal must consider investing in stronger and more
powerful security features, and implementing these within its online systems
and platform so that they can gain back the consumer trust and loyalty.

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5. Appendices
5.1. Appendix 1 – SWOT Analysis

5.2. Appendix 2 – Porter’s Five Forces Model