Executive Summary Amazon.com has a leading edge in the e-commerce world. It has a strong competitive advantage. However, as with many online retailers, there are certain aspects of conducting business over the web that creates difficulties and the need of marketing planning.
This marketing plan consists of environmental scan, customer behavioural patterns, current segment market, marketing strategies and recommendations in strategies.
2) Introduction Amazon.com is the largest online retailer. The company opened its virtual doors in July 1995 by Jeff Bezos in Seattle. Since then it has enjoyed rapid expansion in all aspects of its operations, including business turnover, and a spectacular rise in share value since public floatation in 1997.
Amazon.com sells only on-line and is essentially an information broker. Amazon.com has constantly growing database of over 12 million customers in more than 160 countries. Amazon.com is the place to find and discover anything customers want to buy online. They have earth's biggest selection of products, including millions of books, free electronic greeting cards, online auctions, videos, CDs, DVDs, toys, games, electronics, kitchenware, computers, and more.
2.1) Competitive position - Amazon.com 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 company has grown to a massive online superstore with recent sales of $1.64 billion in 1999, an increase of 270% from the previous year's sales - Amazon.com has a very powerful position in the media industry.
- Amazon.com is use the Internet to transform book buying into the fastest, easiest, and most enjoyable shopping experience possible.
Market share of online book business 2.2) Amazon's mission - To become the largest selection of select retail categories...