Amazon Case Study 8

Case Study 2 Amazon
MGMT 490
March 17, 2010
There are several issues that the people of Amazon.com would like to conquer at the present time but only a few that seem pressing enough to mention. After conducting some research on the issue I found several reports/ analysis on the subject and have concluded that the three issues they must tackle are as follows. First Amazon must rethink their current marketing programs; I say this for several different reasons. They currently use a lot of internet based marketing tactics, e-mail campaigns, portal advertising, and sponsored searches. If they seek to expand their market share, as well as broaden and strengthen their brand name, I believe it would be a good idea for them to look for new marketing tactics that involved individuals that would not typically be exposed to Amazon.com or the internet in general. The next issue facing Amazon would be that of its logistics operations. If you really think the worst thing about ordering anything online is the waiting game you play when trying to receive your package, whether it was lost in the warehouse or the driver simply didn’t deliver it, if you’re going to be running a large scale online operation such as Amazon, it’s a necessity to maintain quality, effective shipping and distribution structure. Restructuring Amazon’s distribution process could potential lead to a large reduction in cost, as well as more potential customers. With an internet based company such as Amazon, there is usually only one shot at gaining that new customer so it’s extremely important that they focus on the elimination of any waste or uncertainty within their logistical processes. Finally, the last issue I believe Amazon must focuses its energy on is some simplification of its product lines. While reading the book and going over exhibit 1 I found that having all of these different subcategories may prove to be confusing if growth continues at this rate, rather than a large restructure and... [continues]

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