How Can Amazon Use Positioning to Create a Strong Brand Identity in the Next 5 Years?

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How can Amazon use positioning to create a strong brand identity in the next 5 years?

‘Leeuwarden, November2012’

Konstantin Grusnewitsch Jacqueline Ligtenberg Djuri van der Schaar Stenden University
 Leeuwarden, The Netherlands


101141 79050 80674

Small Business and Retail Management Store Branding 2012-2013 Mr. Jos Schils Mr. Ralph Ferwerda Mr. Marten Jan Feenstra Mr. Joe Murphy

Konstantin Grusnewitsch

Jacqueline Ligtenberg

Djuri van der Schaar

How can Amazon use positioning to create a strong brand identity in the next 5 years?

Leeuwarden, November 2012

Konstantin Grusnewitsch Jacqueline Ligtenberg Djuri van der Schaar Stenden University
 Leeuwarden, The Netherlands


101141 79050 80674

Small Business and Retail Management Store Branding 2012-2013 Mr. Jos Schils Mr. Ralph Ferwerda Mr. Marten Jan Feenstra Mr. Joe Murphy Konstantin Grusnewitsch 1 Jacqueline Ligtenberg Djuri van der Schaar

Acknowledgements “We are highly indebted to Mr. J. Schils, Mr., J. Murphy, Mr. R. Ferwerda and Mr, M.J. Feenstra all from Stenden University for their guidance and constant supervision as well as for providing necessary information regarding the project and also for their support in completing the project”.

Konstantin Grusnewitsch

2 Jacqueline Ligtenberg

Djuri van der Schaar

Executive summary In this report a research has been done on Amazon and why it might be gone. With the research was tried to find out the following: how Amazon could use positioning to create a strong brand identity in the near future. To research was tackled by using two research methods; first one being the use of secondary research and second of all an observation list. Several objectives where tackled at the same time starting off with the first two being; describe the brands current pricing strategy and devise a way that shows the current range of brands. Amazon can be classified as a high-value brand as they offer a broad range of products, starting from books to baby products and jewelry to technology that differentiates them from other retailers. Next to this wide range of products they also offer these products for a pleasantly surprising price. The broad range together with the positively surprising price qualifies them as a high-value brand. In their wide range of brands they have also produced their own product the Kindle e-reader making them grow from retailer to manufacturer. Next to their own product with their brand name they also own private labels, these are registered under a different name but are linked completely to Amazon and only sold by Amazon. The next couple of objectives have the main aim at experience and convenience. These finding were mostly recovered by the observation list judging the convenience of the web-shop and the shopping experience it created. On average the participants in the research take 34.15 seconds to find any single item and this is done by around 3 mouse clicks at a time. The main finding on the experience of the website is the fact that the webpage’s does have an easy navigation pattern even with the broad range it offers it is not to difficult to find any specific product. The one thing studies have shown is that even in this digital age consumers like to first browse offline in a physical store before buying it online. Convenience is also a main spear point of Amazon as they have introduced their overnight express service for Prime members, as consumers want to save more time in these days. After conducting this research the recommendation that is given to Amazon is to introduce a physical store as the combination of in-store and out-of-store would further benefit their brand identity. If also recommended to adapt more to the local markets to provided better costumer services and customer related items based on the local culture or surroundings. The last recommendation would be to improve the Premium services and help functions.

Konstantin Grusnewitsch

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