engleski

Financial Analysis of Groupon Platform: Saturation at Industry of Coupon Market

The Groupon platform was created as an entrepreneurial project that brought together customers online in an effort to secure discount prices on group sales. The idea was unique and Groupon was one of the fastest growing unicorn projects in the platform model. Coupon sales reached their peak and the number of service users began to fall sharply. The platform expanded technological support to the existing business model, but did not change the existing business management framework. The aim of this paper is to analyse the business practice of the platform and determine the current financial stability. The paper analyses the trends of financial parameters in the context of the analysis of the trend in the number of users. The results of the analysis are a valuable basis for analysing the business practices of similar online sales models.

gross profit ; Groupon ; platform economy ; zero marginal cost

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