Amazon Case Study

Brandy Hopkins
January 25, 2006
Case Study of Amazon.com – Individual
Marcus Myers
Seminar in Business
ADM495; BSM259

History
The launch of Amazon.com in July of 1995 was the creation of a new and bold way of doing business on the Internet. Amazon.com forced the traditional physical world brick and mortar retailer in the book industry to change the way they target the industry's consumers and then epitomized Business-2-Consumer e-retailing. Although, Amazon.com started as an online bookstore, according to eRetailNews , they have since spread its wings into other industries such as music, DVD, toys, videos etc... Subsequently, this has created a multitude of direct competitors for Amazon.com in several different industries. As Amazon.com continues to grow and create new alliances with other industry's leaders, the competition for global online market share grows intensively. Amazon.com SWOT analysis is based on a report conducted by eRetailNews. The Internet Retailing Report titled "New vs. Old: The battle between traditional retail and dotcoms", eRetailNews. Additionally, I will cover Amazon.com marketing and business strategies, the trends and forces in the online business-2-consumers industries, Amazon.com technology and financial information. Amazon.com SWOT Analysis (according to eRetailNews, The Internet Retailing Report, 2000; Titled: New vs. Old: The battle between traditional retail and dotcoms - Mini eRetail Scorecard)

Strengths
•Well established web brand
•Loyal customers base of over 12million shoppers
•Distribution facilities to handle growth and fulfillment
•Leader in use of technology to delivery targeted content
•Excellent offline customer service
•Building international presence in markets outside of the USA •Has moved away form being a low price supplier of books toward a focus on delivering outstanding service at a price Weaknesses
•Amazon.com brand has been diluted by entering a wide number of product segments,...
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