Real-Time Bidding System in Business


This paper investigates how entrepreneurs can create an effective team culture within RTBS. The research draws data from the employee working in the system and clients receiving the services as well as the managers. It performs interviews and surveys to collect randomized data from the population involved. The research involved 33 managers from varios RTB organizatios and 78 clients evaluated through email services. In this regard, it was found that employee are major solution provider within RTBS since they provide counsel about how the services can be improved. This aspect is facilitated by the establishment of team work that allow employee to interact and suggest proceedings.


Information technology arose with diverse strategies to negotiate sales and supply products across the globe. The differences in time and distance are no longer fundamental issues for sales made within the globe. Many corporations dealing with such online businesses as Google and Yahoo have attained profound awareness and loyalty for marketing services and products on wide space and time (Cova & Salle 2013). Real-Time Bidding System (RTBS) is an approach based on the reliability and credibility of the organization thought of on a worldwide platform. It allows people to access services and products from most places across the globe where such fast supply and availability has become promising. Whereas these tactical approaches of making sales over online transactions have earned sufficient credit in sites like the Chinese Alibaba, eBay, Google traders as well as many other websites, it is apparent that international transactions and marketing systems may be reliable in the future.

This programmatic system of advertising operates when there are sellers and target markets on the online platform. While some system operates on seeking services and products from the system, others allow sellers post them in order to find customers. Odesk is one platform that may exemplify a case where jobs are posted in order to search for the suited works to provide the required services. In the other cases as seen in the Alibaba, sellers post ads to seekers bidders and customers from the globe (Smith 2014). The systems have been facilitated by international money transfers like the western union, master cards, Paypal, Skrill, Visa and Payoneer among many other banking companies. Either way, the business operates properly since information is dispersed through accessible and reliable institutions that have attained considerable trust. However, the preliminary operation of the Real-Time Bidding demands a strategic plan to strengthen it operation and legalize its operation on the global operations. Essentially, the pop up of new business structures needs modification of the pre-existing legal framework.

In fact, this strategy should not only incorporate the legalization of the RTBS, but also the culture of the people working within the system. It involves developing teams with a similar goal and encouraging them to create a sustainable trend of working behaviors characterized the sharing of information and ideas within the system. Moreover, the employees are involved facilitating a culture of behaviors and norms in which a corporation is known by. For instance, the initial behaviors and practices developed within the system may pass on between workers as they retire in order to allow retention of operations. This attribute is supported by the research performed by (), who indicated that norms and traditions are born from the grassroots.

The researcher implied that the initial employees and management of a business organization sets its traditions. Unless all the employees of such an organization stop working at together at a time, the initial behaviors of newly hired individuals uphold the dominant behaviors within it. Furthermore, it is argued that the management takes significant credit in setting the norms of the business and the ways customers are handled by the employees. This investigation aims at displaying how an effective culture can be created in RTBS to optimize cost for both the sellers and buyers. In this regard, it reviews various sources of primary and secondary information to show how entrepreneur can facilitate the efficacy of this prudent system.

Importantly, real-time bidding companies engage in selling almost all products such as clothes, electronics, machines and other lifestyle-related goods and services. As such, one of the most crucial aspects of the company’s business is the supply and distribution of online-bought products (Soroor 2012). Therefore, it is evident that such companies must come up with strategies to ensure that customers buy and receive their products timely as well as efficiently. However, it is understandable that the distribution of products is based on timelines that should be met. In this regard, the reliability and credibility of this business relies on the capability of the company to provide the products in line with those timelines and schedule. As such, it is very crucial to investigate some of the problems that are incurred in the distribution management system.

Problem Description

The companies incur a critical problem in light of distributing products to the customers. Presently, such companies are seeking to solve a problem incurred during the last year’s Christmas. During this period, the Kohl Company was unable to provide Christmas gifts on time (Diane, 2014). Understandably, the customers required the ordered gifts to reach them on time in order to present them on the material day on 25th December, 2013. However, the company failed to deliver on time and this unfolding upset the consumers in 2013 such that the retail earnings went down during the last festive season. The company was unable to provide the products due to the short period, urgent orders, and capacity of the company distribution customers. The company has thought of putting up minor stores rather than distributing the products from a distant store. This shows that the distribution of urgent orders is a problem incapacitating the RTBS efficiency and credibility on the face of the customers. This aspect also implies that the management of inventory is incapacitated when there are very high orders especially during the orders. In addition, in times of urgency, the inventory system must be managed using strategies that do not require a lot of commitment and procedure to execute the delivery.

Stakeholders and Client Benefits

There are various stakeholders, including employees, the stores’ managers, as well as the executive team. This research will benefit the executive team, managers, and the employees substantially. First, the tracking of products in the inventory using the RFID will improve the efficiency of the employees especially when evaluating the inventory. This will reduce the time for managing the inventory because the RFID does not require the entry of data. The executive and the manager will be able to increase the earning bearing in mind the reliability that customers will have due to the increased efficiency occasioned by RFID.

System Capabilities

RFID has various capabilities such as;

  1. Facilitating contactless payment
  2. Tracking goods in the stores
  3. Management of access in the company’s stores
  4. Verify authenticity of the employees
  5. Tracking of goods during transportation
  6. Timing events such as transportation

Proposed Solution and Scope

The company has proposed various solutions to the problem of non-delivery when it comes to delivering urgent order to customers. First, the management has decided to add more stores so that distribution is not done from distant stores. However, the preliminary research has indicated that the use of RFID in the company stores might enable the company to use less time to manage inventory and tracking products during transportation. This will ensure there are no cases of non-delivery and hence increase the reliability of the company. With regards to the scope of research, the inquiries focus on the application of RFID technology and how it can help to solve some of the distribution related problems identified during research. In addition, it does not discuss the benefits of applying RFID in general terms, but it focuses on the RTBS in its realistic context.

Project Objectives

According to the nature of the research and the issues that have been raised, this research has three objectives.

  1. To determine how these problems can be solved through the application of radio frequency identification (RFID) technology
  2. To identify the problems that bedevils the distribution of products to customers in RTBS.
  3. To determine the wider scope of benefits that RFID will bring to the company.

Literature Review

The creation of team culture is one of the most fundamental and critically important aspects when it comes to making a successful business. In essence, researchers have focused profoundly on the team culture within an organization. As such, research studies that investigate the importance and the creation of team culture among two or more organizations are limited essentially (Morris 2014). In that line of thought, it has been indicated that team culture and collaboration can be created in several ways. First, it is evident that for an organization to create a strong team culture, it has to stipulate a strong organizational vision. The vision of the company is meant to act as the driving force of the company since it outlines the expectations, long-term goals as well as the short-term objectives. Essentially, it incorporates the common objective of the organization which should be fulfilled by all employees in their line of duty. As such, all the organizational members are expected to act and operate in a manner that enables the organization to achieve the stipulated common objective.

Understandably, the common focus is essentially an element of collaboration especially if it is taken seriously by the organizational members. In that regard, when the members live their vision daily, they have to act as per the system that has been put in place. This system requires a multi-professional approach where the members consult with each other before making decision in order to ensure that one decision does not affect another member. Fundamentally, the consultations and collaboration ensures that the decision made by a party is not detrimental to the objectives of the organization. As such, the need to achieve the common objective becomes a critical factor to the creation of a team culture. Essentially, an organization is defined by its goals and objectives such that every member is evaluated in accordance to the efforts put in pursuing the set goals. In order to maintain a good profile, members find themselves collaborating strongly in order to maintain effectiveness at all levels of operation.

However, it is very clear that an organization cannot achieve team culture by setting the vision of the organization only. Instead, they must ensure that it is implemented if it will be a tool of castigating teamwork. It is in the process of implementing the organizational mission and vision that the members are able to interact, share ideas and strengthen their relationships at both the personal and professional level. If in any case, the vision is stipulated but it is not implemented and followed on daily basis as required, it is very difficult for it to become a tool of creating collaboration and instigating team culture. With regards to this research, it is important to notice that digital marketing and companies that use online bidding have benefitted profoundly from the collaboration of members within the organization. In essence, this has been facilitated by the constant and consistent commitment of to the organizational mission and vision as indicated by the respective companies.

Aspects Included in a Feasibility Analysis

In a feasibility analysis, the involved personnel must identify the products that are being offered to the customers. Accordingly, the benefits of the products should be described in order to show how the goods and services are better than the ones available in the market (Oprea, 2010). In addition, it should elucidate the channels that will be used for distribution, identify the suppliers and describe the patent. This should be accompanied by an analysis that determines whether the product is beneficial or not.

Economically, it is evident that price is the most crucial determinant of business success since it is the main factor that influences demand and supply. Accordingly, the feasibility analysis must illustrate how the product will be priced in relation to the available goods and services. In essence, it is recommended that the gross margin should be set to cover the expenditures. Although community businesses make profits, what determines their feasibility is how they use the surplus. Essentially, the price and investments should be used to determine profitability when they are compared with the cost.

The feasibility analysis should evaluate the futuristic value of the business in order to determine whether it is advisable financially. In this regard, the analysis should establish the resources that are needed to start the business. In addition, the concerned personnel must think the viability of idea, people who will be involved in the process of implementation, and the organizational objectives.

When conducting a feasibility analysis, it is essentially critical to consider the market (Spreckley, 2011). In this regard, there are various aspects that are included in market feasibility analysis. First, the businessperson must determine whether there is a market for the products. The evaluation must be based on whether the market availability can be proven or not. If it can be proven, the owner of the business should proceed to identify the size of the market since this is a pertinent issue when it comes to determining the scope of operation. Further, the analysis should identify the target market since the business must not serve the entire scope because of high cost and initial capital. The target market comprises of the portion that the business will consider for the provision of services and good. This is based on the market share that the company can influence and control once it start providing the products. Importantly, the market feasibility analysis should make future projections and determine possible fluctuations that may affect the business financial solvency. In addition, other aspects, such as the expected annual growth of the market and the factors that affect its development, must be discussed in details. Essentially, market feasibility is the most challenging part of the entire undertaking. Extensive research should be conducted in order to determine the highlighted issues.

Research Methodology

This research will incorporate both secondary and primary research. The secondary research will involve thorough review of previous literature concerning the distribution and managerial systems used while applying RTBS. In addition, the information concerning the limitations of some of the systems used in light of conducting its operations will also be drawn from the secondary sources. Further, information on some of the applications of alternative processes and technologies will be researched and studied from previously documented literature. On the other hand, the primary research will be conducted in regard to the specific problems incurred in the bidding operations during the sales’ process in order to understand how the system can be used to combat afflictions and facilitate team culture. Additionally, the primary research will facilitate and support the findings of the secondary research since it is expected to provide information concerning some of the limitations that might not be identified in the previous studies. In this case, primary research was very important because it was conducted in context with the present conditions of the digital marketing management (DMM) (Morris 2014). Understandably, some of the technologies that have been used by other companies recently are different from those applied in the past. Accordingly, the primary research was more relevant to the study and hence was used to compliment the secondary one. The primary methods involved such strategies as interviews to the leaders of various real-time bidding leaders and questionnaires to employees and clients facilitate by online systems as well as printed papers.

Description of Methodology

This digital marketing management project follows various methodological aspects with regards to research design, approach, strategies, and data collection among other factors.

Research Design

This research is designed on the basis of a qualitative research because it seeks to make value-laden determinations with regards to the informatics and technological improvisation used within the companies applying real-time bidding systems for marketing and selling products and services. In accordance to the objective stipulations, it is evident that research focuses on determining the current informatics used in the companies, the problems incurred when using these systems, and coming up with solutions that can help to curb the identified afflictions through teamwork (Babu 2013). As such, it is evident that these objectives and pursuits of the research are value-laden/qualitative rather than quantitative in nature. Furthermore, the evaluation of efficacy is based on the ideas and satisfaction rendered and facilitated by the clients and employees of such companies. Since the research does not incorporate quantitative aspects, it does not warrant the application of quantitative methods. The quantitative design is supported by a research philosophy known as the interpretivism (Creswell 2009). This philosophy indicates that credible conclusions can arise from the application qualitative data and analysis (Berg 2009).

The research philosophy dissents the stipulation made under the philosophy of positivism. Positivism states that credible and reliable results can only be obtained from quantitative methods. As such, it implied that the use of value-laden analysis cannot lead to any reasonable results that can impact any change in an organization under study. However, the philosophy of interpretivism indicates that not all variables can be expressed in terms of quantitative measures and variables. As a result, it is important to use qualitative methods in order to make the correct and appropriate results in this regard. Qualitative measures seek to evaluate the perceptions of the clients on the sales of products as raised through the media platforms. These perceptions can be collected from questioning customers and requesting them to comment about the satisfaction on the services provided by a distinct company. On the other hand, the employee and managers may be interviewed to provide information on how they ensure quality to clients within a mutual system of agreements or culture. This aspect implies that the employee can reveal how they work together to creates an image and amplify the company brand effectively.

Research Approach

This research used an explorative research approach based on the aspects that were raised in the objectives. Evidently, these research objectives shows that the research seeks to explore how entrepreneurs can create an effective team culture in the RTBS. First, it seeks to explore and identify some of the technological installations used in the online system, which determines whether satisfaction and credibility is achieved and assessed by the managers. Second, the research pursues to establish some of the problems posed by the use of such technological systems as lack of some critical installation affecting its effective application. Having explored the suggestion and ideas provided by participants, the research will proceed to determine some of the solutions that can be improvised to make changes in the company and help in the improvement of the system. As such, it is evident that the research is explorative seeking to investigate the current technological stipulation in the real-time bidding adopted by many companies worldwide.

Population and Sampling

Due to the fact that the research focused on the use of online information technology in the real-time bidding businesses, it follows that the data was obtained from the members of the organization. In this light, the population included the employees, managers, and the executive members of the organization. Indeed, these members will be required to provide information concerning the present informatics used in the management of the inventory, transaction, transportation, orders, and authentication of employees among other company operations. However, the population cannot be included in the research due to the limited time and resources. As such, a sample was selected to facilitate the collection of data and subsequent analysis to give results as well as make conclusions. Following the importance of selecting the sample, it was selected using the random purposeful method.

Random purposeful incorporates two techniques that include the random and purposeful methods. Random method ensures that the sample was selected in a random manner such that the participants were not involved in order to get some predetermined results per the possible desires of the researcher. The purposeful sampling was incorporated to ensure the collection of the sample is focused such that it includes participants who have the required information about the technological installation in the department. In line with this technique, the sample included the technological analysts of the company, architecture planners, project managers, and application developers in the company. As such, these people will have critical information concerning the technology applied by the company in its pursuit to improve the customer’s experience.

Limitation of Methodology

Although the research was successful, it was not without limitations especially with regards to some of the methodologies. First, it is evident that the research did not incorporate sufficient company’s clients in the process of collecting data. Essentially, this decision to disregard the customers was informed by the fact that the companies could not provide customer’s contact information without their consents. As a result, it was difficult to reach them in order to provide information on the experience they got from the present technological installations. In addition to this, it is evident that the research followed a purely qualitative design in its pursuit to collect data (Denscombe 2009). Accordingly, it disregarded all quantitative aspects that may arise in light of collecting and analyzing data. In essence, this was a non-holistic approach because it should have allowed the analysis of any quantitative aspects emerging in the process of the research study.

Analysis of Findings

The online markets have been exploited by some companies which include Ebay, Alibaba, Amazon, and Walmart among others (Gifford 2013). They connect the sellers of goods to the buyers through integrated and trusted systems of services which include transport services for goods bought, search engines for goods in the market, and packaging services. Most goods have fixed or proposed costs together with other descriptive information indicated on the sales’ websites in order to alert the customer about the products in a comprehensive manner. In addition, they have payment methods that accommodate most international money transfers involving internet banking services like Paypal, MasterCard, Skrill, and Visa among others. Finally, their advertisement strategies are based on the internet services and social media such as websites, Facebook, Twitter, and Google Plus among others.

Profile of Leading Company

Alibaba is among the most successful online markets operating on a worldwide base. China, which locates the company’s headquarters, holds the highest proportion of online shopping within the globe and accommodates the largest population in the world. Therefore, it is not surprising that a significant proportion of the online products is bought within the country. This support has led to its global ambitions that are outstanding and reliable in most regions including the United States of America and African countries. In comparison to other companies in this industry, Alibaba received a gross sale of $170 billion in 2012 which was a combination of Ebay’s and Amazon’s gross sales in the previous year (Gifford 2013).

Profile of Emerging Company

Ebay is an upcoming company with ambitions to lead the online shopping industry. Its markets are located to a large extent in Asia, Europe and North America (Alexander 2013). Its sales include fixed and auctioned products/services marketed through online channels. This company offers the opportunity for people to; share ideas, find potential buyers and seller, and deliver the requested commodities. The growth of Ebay is evident from the continued improvements made in the past. For instance, the sale in the last quarter of the year 2011was recorded at $570 million which had improved by 29% within the first quarter of 2012 (Alexander 2013).

Profile of Company at Risk

Amazon is an online market thriving in the competitive industry with various developing companies ready to outcompete it. Amazon was founded in 1994 and continues to sell its retail product within and outside the United States. Its focus is on the sale of electronic devices such as DVD players, phone, and computers among others. The diversity associated with the goods being marketed is low and therefore makes the customers to shift on the broad and diverse companies. However, its markets are scattered within the globe in countries such as Italy, the UK, Mexico, and Canada among others. In the year 2013, the revenue recorded was $74.34 billion (Golden 2013). The payments methods are through wire transfer and PayPal. The factor affecting Amazon’s sale is the advertisement strategies which do not reach new customer throughout the globe. The most recorded strategies of advertisement include web banners and videos which are not attended by most people as compared to social media. It faces threat from Ebay which is appreciating in a fast manner. Probably, the customers of Amazon will either shift to the advancing and efficient company or the new customer will not prefer Amazon in place of Ebay due to the diversity and quality services.

Selection Justifications

The successes of online marketing companies are determined by their income, quality of services, reliability and customer satisfaction. Consequently, it is apparent that the leading company must have outstanding qualities like high income received from high quality of service delivered to the customers at lower prices when compared to the others. Alibaba fits these dimensions due to its economies of scale where it sells twice the amount of sales made by the subsequent companies in the industry. The goods on sale are diverse and many in order to meet most needs that people have on the online markets.

On the other hand, Ebay’s rates of development are evident from reviews and researches performed. In this light, there is a 29% increment recorded in the revenue accumulated in two consecutive quarters of a year (Alexander 2013). When compared to Amazon, the progress of Ebay is a threat to Amazon and other companies at this level.

Finally, the lack of complexity and plight to follow the arising technique will lead to the failure of Amazon eventually. The company needs to create developmental strategies in order to remain competitive in the industry without defeat from the arising companies.


Proposed Informatics Solution

With regards to the propositions given in light of stipulating the solutions that can curb some of the afflictions caused by the current RTBS, the development of these solutions will be done within the scope of technology. In essence, the solutions for these problems will not be developed beyond the technological stipulations. Of course, there might be solutions that can be found outside the scope of informatics. For example, the store managers might decide to employ more employees to operate when there is excessive number of clients. To solve the same problem of congestion, the companies can introduce automated RTBS in order to enable the client to make purchases without involving an employee. In that regard, the second solution will be the valid one as far as this research is concerned.

User Functional Requirements

The proposed solution is aimed at improving the customers and employees’ experiences. The present systems are substantially involving since they require manual operations by the use of human power and knowledge. In that case, the employees were required to have substantial skills to operate the systems such as the Cash Recorder. The user requirement in the proposed solutions will be reduced since they provide a friendly interface.

Business Process Improvements

Essentially, this research study seeks to improve services to the clients who subscribe or purchase commodities from the RTBS. In this case, there are several processes that will be improved to ensure that those services are up to standard. These processes are listed below:

  • Payment for commodities
  • Inventory Management
  • The delivery of commodities to clients under urgent and normal conditions
  • The monitoring of security

Solution Proposed

With regards to the assessment made in this research, it is evident that the current RTBS is automated. In that regard, this research proposes the integration of RFID informatics in order to curb the afflictions that have been identified in the process of analyzing this system. The integration of RFID will enable the company to update the payment of commodities making them more efficient and convenient (Berger 2005). Essentially, the companies will integrate this system to eliminate the cashiers who serve at the checkpoint in order to reduce cost. The system will also enable the customers to pay for themselves without the help of the cashiers. As such, the customers cannot wait in the long queues to make payment as opposed to the traditional payment systems where the cashiers serve each customer at a time with little efficiency. In addition, it ensures that the employees are not in contact with the company’s money since their dishonesty might cost the company a great deal in the future.

The RFID will also serve as more efficient way of managing the inventory because it allows the automatic updating of the goods sold. In this case, the company employees will not require making the adjustments every now and then in order to take care of the inventory management. As such, determining when the inventory is low or high will be very easy and efficient and hence the company will not run short of commodities unnecessarily. In fact, the RFID system will play an additional role especially when it comes to the transportation of commodities to the customers. In the proposal, it was identified that the urgent orders made in last year’s Christmas were not delivered successfully.

As such, the RFID will provide a solution because the system can allow the company to track the commodities during the transportation period. In that regard, they will be able to communicate with the clients in order to make sure they have the information about the transportation progress. At least, this undertaking will reduce the amount of conflict between the company and the clients in cases such as these ones. In the same case, the RFID system can enable clients to make orders and communicate with the company by the use of mobile technology. As such, this will help the clients to make urgent orders in a timely manner to enable successful delivery.

The RFID system will play a fundamental role to ensure security inside and outside the company’s premises. First, the company can use the RFID systems to identify the commodities that have been bought and those ones that are smuggled out of the stores illegally. In this case, the stores will be transformed into a purely RFID-enabled business whereby the alarms respond when they detect smuggling. In essence, this automatic technology will ensure that the company does not need a cashier to remove the codes; instead, the RFID system updates the system automatically such that the alarms do not respond to the client’s exit even when the commodity has been bought rightfully. Importantly, the RFID system will be used to improve security because it can be used to grant or deny access. In this case, the RFID system is set in a manner that only some of the employees can access some sections of the stores in accordance to the permission granted by the management. Further, the RFID system will enable the cashless transactions where the employees do not have the opportunity to rob money in case such an intention arises.

Testing and Feedback

The testing of this project may be done through online assistance where the clients are allowed to leave comments about the services they receive through the online bidding systems. The research may be published to facilitate critics and provide counsel on the final paper. The data and suggestion tallied from this process may be used to make a final decision about the progress and efficacy of team culture in such organizations


Online markets are effective shopping strategies that should be integrated in all nations. This will make the trade fast and efficient where people sell their products efficiently through them. This implies that people will have reliable jobs and employments due to the formation of the sustainable companies. The growth of this industry has countless positive impacts on the people through easy access to sales, employments, skills and other resources. Moreover, the time and money wasted when travelling to purchase goods will be reserved for other purposes.

This will lead to some developments and improvements of the prevailing marketing strategies. It is evident that the RTBS has applied enough technology to automate the systems. This has led to the use of manual methods that are time consuming, costly due to need of employing cashiers and involving. As such, these systems have led to the incapability of delivering urgent orders, securing the company’s finances from possible future losses occasioned by the employees, and the efficient management of the inventory. Accordingly, the company should install a 100 percent RFID system that enables automatic update of inventory, the maintenance of security by granting access to selected people, less money-employee contact to reduce chances of theft, and facilitate urgent delivery of goods in case of urgent orders.


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