How to open online store on Amazon

Topics: Electronic commerce, Online shopping, Retailing Pages: 52 (5473 words) Published: April 15, 2014


LINCOLN UNIVERSITY

National Auto Parts, LLC.

(BA 392, MBA Internship Report)

Presented to
Lincoln University

By:
Liping Zhang

Advisor:
Professor Sergey K. Aityan

November 2013
Table of Contents
Acknowledgement6
1. Introduction 7
1.1. Auto Parts Industry7
1.2. Automotive Parts Sector Definitions 8
1.3. The Objective of Internship 9
1.4. Sources of Data Collection 10
1.5. Definition of Terms 10
2. Company13
2.1. Company Description13
2.1.1. General Information13
2.1.2. Finance13
2.1.3. Competition19
2.2. Online Business Analysis19
2.2.1. Online Auto Parts Market Analysis 20
2.2.2. Market Analysis of the Organization20
3. Company Analysis20
3.1. Company’s Competitive Advantage Analysis20
3.1.1. Company’s Suppliers 21
3.1.2. Company’s Technical Support21
3.1.3. Company’s Customer Resources23
3.1.4. Professional Warehouse Management 23
3.2. Online Business SWOT Analysis23
3.2.1. Strengths 23
3.2.2. Weaknesses24
3.2.3. Opportunities25
3.2.4. Threats26
4. Internship27
4.1. My Duties and Responsibilities 27
4.1.1. Research Two Major Online Store Platforms-Amazon and eBay 27 4.1.2. Call Database 30
4.1.3. Setup Inventory 30
4.1.4. Research Shipping Fees between UPS and Fedex 30
4.2. My Achievements31
4.2.1. 15,000 Products Get Edited and Uploaded31
4.2.3. Price Matching32
4.2.4. Enter Account Settings34
4.2.4. Online Store Open35
4.2.5. Set up Database for Online Selling 36
5. Learning Curve 36
5.1. Application of Knowledge Acquired at Lincoln University36 5.2 What I learned while working at National Auto Parts37
5.2.1. Attitude Decides Everything37
5.2.2. Define What to Sell 37
5.2.3. Define the Target Market37
5.2.3. The Importance of Database 38
5.2.4 Marketing Strategy Helps Sell More38
6. Conclusion and Recommendations38
6.1. Conclusion38
6.2 Recommendations39
6.2.1. Offer Incentives39
6.2.2. Create Brand Promotion39
6.2.3. Provide Fuel-Efficiency Products40
6.2.4. Offer Additional Benefits to Employees40
7. Bibliography40
Reference:
Table 1: Revenue of National Auto Parts from 6/1/2013 to 6/30/2013 Table 2: Cost of Goods of National Auto Parts from 6/1/2013 to 6/30/2013 Table 3: Expense of National Auto Parts from 6/1/2013 to 6/30/2013 Table 4: Net Profit of National Auto Parts from 6/1/2013 to 6/30/2013 Chart1: Net Profit of National Auto Parts from 6/1/2013 to 6/30/2013 Chart 2: Revenue of National Auto Parts from 6/1/2013 to 6/30/2013 Chart 3: Cost of Goods of National Auto Parts from 6/1/2013 to 6/30/2013 Chart 4: Expense of National Auto Parts from 6/1/2013 to 6/30/2013 Picture 1: Auto Parts Companies Distribution

Picture 2: a screenshot of the One Source Software
Table 5: Cost Analysis between Amazon and eBay
Table 6: eBay’s 4 types of online selling: no store, basic premium, anchor Table 7: Structure Analysis between Amazon and eBay
Table 8: Advantages and Disadvantages Comparison between Amazon and eBay Table 9: Shipping fees discount comparison between UPS and Fedex Picture 3: Webpage screenshot of Amazon’s “Seller Central” Picture 4: Webpage screenshot of Amazon’s “Seller Central” (continued)

ACKNOWLEDGEMENT

Before we get into thick of things, I would like to add a few words of appreciation for the people who have been a part of the internship right from its inception. The internship has been one of the significant academic challenges I have faced and without the support, patience, and guidance of the people involved, this task would not have been completed. It is to them I own my deepest gratitude. It gives me immense pleasure in presenting this internship report. It has been my privilege to have manager Apple Chen who has assisted me from the commencement of this project. The success of this internship is a result of sheer hard work and determination put in by me with the help of my guide. I hereby take this opportunity to add a special note...
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