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Marketing Analysis of Amazon

   

Added on  2019-09-30

11 Pages1281 Words307 Views
Marketing Analysis of Amazon_1
ContentsExecutive Summary.....................................................................................................................................2Situation Analysis........................................................................................................................................3Industry Overview and Sector Description..............................................................................................3Segment Information..................................................................................................................................6Market Mix..................................................................................................................................................7Product Strategy......................................................................................................................................7Refrences.....................................................................................................................................................9
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Executive SummaryLaunched in 1994 by Jeff Bezos, Amazon.com is a worldwide leader in the E-Commerce industry. Jeff Bezos started his business by selling books from his garage. And every time a book gets sold-out, a bell used to ring. Today Amazon has more than 12000 Employees worldwide. Amazon is the largest internet seller in the world by its market capitalization and total sales. [ CITATION Jop11 \l 16393 ]According to fortune 500, Amazon's revenue is $135987 Million – with the profit of $2371 Million. Till 2016 Amazon was able to sell everything: Drones (Prime Air Pregame), convenience store (Amazon Go chain) and Artificial Intelligence (Alexa Assistant). The company is in the Fortune 500 since 16 years andgaining its popularity day by day. The main concept of Amazon to earn is: Company used to take a small percentage of the selling price of products on the website. Hence, allowing its every merchant and brand to sell their products on the website by giving a little percentage of shares to Amazon. [ CITATION For16 \l16393 ]Figure 1Amazon Fortune 500 HistoryAmazon mainly uses Demographic and Physiographic segmentation for segmenting the market. Company’s segmentation market is based on purchase behavior, not based on what people were interested
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in and what they did in the end. This segmentation marketing helps Amazon to target individual buyer, converting them into long term and high-value customers. [ CITATION Say16 \l 16393 ]Amazon has adopted an approach of almost-in-time delivery.[ CITATION Hot11 \l 16393 ]. The main objective of the company is to provide great customer based services and a platform from where anything can be bought with the help of internet and give priorities to shoppers using techniques. In America, only Amazon has more than 55 centers for distribution in North America. [ CITATION Mwp16 \l 16393 ]Situation AnalysisIndustry Overview and Sector DescriptionAccording to Forbes, E-commerce industry has gained popularity in since few year, the boom in e-commerce is due to digitalization of Countries and increasing demand in online shopping. Online shopping is growing and will reach 8.8% of total retail spending in 2018. [ CITATION Kha17 \l 16393 ] U.K is the country having highest e-commerce sales with 15.6% followed by China 13.8 and Norway 11.5% [ CITATION Kha171 \l 16393 ]. People are not having time so they prefer online markets for their buying requirement. Amazon serves three main segments: consumers, sellers, and developers. And here their purpose is solved by servicing a large number of consumers through their wide range of products using large seller database. The company is looking forward to developing new warehouse using
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