Case Study of Amazon.Com

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Introduction
The Internet had been a revolution for us. The Internet has changed the way business operates, and especially it has created a new sector, new industry in the business community. Amazon.com is the first company taking advantage of the Internet and has turned itself to a pure-plays-pure online retail giant. Amazon.com is an American electronic commerce company in Seattle, Washington. It is America's largest online retailers, with nearly three times the internet sales revenue of runner up Staples.  Jeff Bezosfounded Amazon.com, Inc. in 1994 and launched it online in 1995. It started as an on-line bookstore but soon diversified to product lines of VHS, DVD, music CDs and MP3s, computer software, videogames, electronics, apparels, food, and toys.

Amazon.com has constantly growing database of over 12 million customers in more than 160 countries. It is the place to find and discover anything customers want to buy online. It is the biggest on-line international retail store in the world - Strong in-house internet technology with excellent offline customer services - A huge database of loyal customers - base of over 12 million shoppers. The structure of Amazon.com is most certainly representative of a great marketing effort on the part of the company. It has a myriad of different marketing concepts which aid to the increased consumption and popularity of this great organization. With thirty-six product categories offered on the website, it is bound to appeal to the consumer with its premiere marketing efforts and techniques.

Amazon.com is easy to navigate webpage and simplistic accessibility is both contributing factors to making it an outstanding website for internet novices and experts alike. From the moment you arrive at Amazon.com you are greeted with a laundry list of the top sales and deals on various products which are currently being offered. A couple clicks of the mouse and you are on your way to saving money with bargains that only this particular website has to offer. Amazon.com's ability to convey their numerous products through their website with discounts exclusive to Amazon.com is undoubtedly a great marketing effort. Amazon.com realizes consumers will be purchase more items if they are discounted and money can be saved. Further savings can be accumulated with the purchase of Amazon.com Visa card which grants the individual $30 back after your first purchase as well as up to 3% rewards. This offer is a great marketing benefit for both Visa and Amazon.com. SWOT Analysis of Amazon.com

Strengths
* Provides conforms to individuals demand information( customization service) * Up-to-date technology and software.
* 1-click ordering selects and purchases the product online. * High brand name recognition.
* Distribution centers, geographical coverage and high inventory turnover. Weakness
* Customer can’t skim through the book before buying it. * Large inventory risk.
Opportunities
* Since the internet is developing quickly the e-commerce market has significant potential. * Increase number of internet users and amount of purchases worldwide. Threats
* Aggressive competition.
* Ease of entry in to the market.
* Prone to identity theft.
How the system is used to support business strategy?
The Amazon has describes the strategy of their business as: “Relentlessly focus on customer experience by offering our customer low prices, convenience and wide selection of merchandise”. The strategy is to offer earth’s biggest selection and to be earths most customer centric company. Consider how this core marketing message summarizing the Amazon online value propositions are communicated both on-site and through offline communication. Of course achieving customer loyalty and repeat purchase has been key to Amazon success. Many dot.com failed because they succeeded in achieving awareness, but not loyalty. Amazon achieves both. They say, we work to earn repeats purchases by...
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