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    • Business of Rakuten s1190218 Masato Adachi
    • Outline ● What is Rakuten ● History of Rakuten ● Distinction of Rakuten Ichiba ● Strategy of Rakuten Ichiba seen from business model side ● Strategy of Rakuten Ichiba seen from information model side ● Strategy of Rakuten Ichiba seen from Organization side ● Issue of Rakuten ● Reference
    • What is Rakuten ● Rakuten is providing comprehensive Internet services such as net shopping. ● Rakuten has doing business that is roughly divided into seven. (EC business, Credit card business, Bank business, Portal media business, Travel business, Securities business, Proffessional sports business, Communications industry)
    • History of Rakuten February, 1997, fundation. May, 1997, opening of Rakuten Ichiba. June, 2010, decided to change official language to English in-house. (This is globalization strategy.) July, 2012, Completed change to English.
    • Distinction of Rakuten Ichiba It have a large selection for gathering the customer. They want to compare the price. And many merchants open a store in the Rakuten Ichiba. They want to open a store in the Internet mall that gathering many users.
    • Strategy of Rakuten Ichiba seen from business model side Rakuten Ichiba has provided a mechanism that can open a cyber shop it easy for anyone. And they started that in a clear relatively inexpensive flat rate system. Thus, they took the strategy to increase the merchant. After that they have moved measured rate.
    • Strategy of Rakuten Ichiba seen from information model side They have developed in-house almost application system. Therefore, they were able to provide function and interface that merchants used easy, and they can become differentiation market. They use various OS and DBMS.
    • Strategy of Rakuten Ichiba seen from Organization side There are EC consultant in the production department. System of reward of EC consultant is increases in proportion to sales of virtual store that is responsible of him to increase. By means of this, There is System that tripartite among Rakuten, merchants, and ECconsultant become Win-Win- Win.
    • Issue of Rakuten Rakuten’s greatest strength is the brand called by ” rakuten”. But, Portable site business is facing great difference between top company. And, travel business and online securities business are facing a hard rivalry. Like this business should make the most of total power.
    • Reference ● http://ja.wikipedia.org/wiki/%E6%A5%BD%E5%A4% A9 ● http://www.waseda.jp/prj-riim/RIIM- CaseNo7_RakutenIchiba.pdf ●