right8362315Amazon.com, Inc. 1000000Amazon.com, Inc.
Table of Contents
TOC \o "1-2" \n "2-2" \h \z \u Amazon a case study PAGEREF _Toc401828580 \h 2Executive Summary PAGEREF _Toc401828581 \h 2Vision PAGEREF _Toc401828582 \h 2Product and Services PAGEREF _Toc401828583 \h 4Hours of OperationProducts and ServicesConsumer promiseMarketing PAGEREF _Toc401828587 \h 8Start-Up/Acquisition SummarySWOT AnalysisMarket SegmentationMarket DemographicsCompetitionPorter’s 4 forcesStrategy and ImplementationAppendix PAGEREF _Toc401828595 \h 18Bibliography PAGEREF _Toc401828596 \h 19 Amazon a case studyI chose Amazon for my case study because they are leaders in the digital marketing. They have a keen focus on the customers, testing new digital technologies in the market, and constant market analysis for improved results that sets amazon a class apart amongst the majority of online retailers. I intend to keep this case study up-to-date.
Executive SummaryAmazon.com is an international e-commerce company offering online retail, computing services, consumer electronics, digital content as well as other local services such as daily deals and groceries. Born in 1995, Amazon has risen up to be the preferred online retailer store globally within a short span of time. According to recent industry figures, Amazon is the leading e-retailer in the United States with more than 74.45 billion U.S. dollars in 2013 net sales. The majority of the company’s revenues are generated through the sale of electronics and other products, followed by media and other activities. Recently, the e-retailer reported more than 237 million active customer accounts worldwide. Due to Amazon’s global scope and reach, it is also considered one of the most valuable brands worldwide. VisionJeffrey P. Bezos, CEO and Chairman on the Board for Amazon.com, Inc. mentions in the 2013 Annual report, “Nothing gives us more pleasure at Amazon than “reinventing normal” – creating inventions that customers love and resetting their expectations for what normal should be.” (Bezos, Annual Report 2013, 4) “Relentlessly focus on customer experience by offering our customers low prices, convenience, and a wide selection of merchandise.” (SEC filling, 2008) “Earth’s biggest selection and to be Earth’s most customer-centric company.” (Bezos, Annual Report 2010) “We work to earn repeat purchases by providing easy-to-use functionality, fast and reliable fulfillment, timely customer service, feature rich content, and a trusted transaction environment. (SEC Filling, 2010) Bezos mentions that key features of our websites include editorial and customer reviews; manufacturer product information; Web pages tailored to individual preferences, such as recommendations and notifications; 1-Click® technology; secure payment systems; image uploads; searching on our websites as well as the Internet; browsing; and the ability to view selected interior pages and citations, and search the entire contents of many of the books we offer with our “Look Inside the Book” and “Search Inside the Book” features. Our community of online customers also creates feature-rich content, including product reviews, online recommendation lists, wish lists, buying guides, and wedding and baby registries.” (Bezos, Chaffey) “Look inside a current textbook on software architecture, and you’ll find few patterns that we don’t apply at Amazon. We use high-performance transactions systems, complex rendering and object caching, workflow and queuing systems, business intelligence and data analytics, machine learning and pattern recognition, neural networks and probabilistic decision making, and a wide variety of other techniques. And while many of our systems are based on the latest in computer science research, this often hasn’t been sufficient: our architects and engineers have had to advance research in...
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