This presentation provides an analysis of Amazon Alexa, including its features, competitive landscape, environmental factors, demand forecast, and segmentation, targeting, and positioning strategies. It also discusses the challenges faced by Amazon in the e-commerce industry.
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ANALYSIS OF AMAZON ALEXA
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INTRODUCTION Amazon.com Inc. is a multinational technology basedorganizationof Americanoriginthatis basedinSeattle, Washington.The organizationmainly focusesonproviding servicesbasedon variouscloud computing,artificial intelligence,digital streamingande- commercebased activities(Amazon.com. 2019).
ABOUT THE PRODUCT AmazonEchothatisalso knownasEchoisabrandof AmazonInc.thatdevelops smartspeakers.TheEcho deviceshavetheabilityto connecttotheintelligent personalassistantbased serviceofAmazonnamed Alexa.Themostsignificant featuresthatareofferedby Alexa to the customers include musicplayback,voice interaction,settingalarms, makingto-dolists,playing audio books, providing weather updatesandrealtime information(Amazon.com. 2019).
COMPETITIVE INFORMATION Amazon.comoperatesina highlycompetitivee- commercebasedindustry and the threats that are faced bytheorganizationinthis industryarequitehuge. GoogleHomeisableto provide tough competition to Amazon Echo with the help of samefeatureslikethatof AmazonEcho.Appleand Samsung are also planning to develop smart speakers that willfurtherincreasethe competition for Amazon Echo (Brush,HazasandAlbrecht 2018).
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ENVIRONMENTAL SCANNING Politicalfactors–Amazon.comInc.is influenced by the political aspects that are a part of the external environment of different countries. Economicfactors–Economicstabilitythat has been depicted by the developed markets have supported the revenues of Amazon.com (Brush, Hazas and Albrecht 2018).
ENVIRONMENTAL SCANNING CONTINUED Social factors –The degrees of consumerism haveincreasedintheonlineretailore- commerce industry and have provided major levels of revenues to Amazon. Technology factors –The rapid changes that are taking place in the technologies used by organizationsimposemajorpressureon Amazon and its operations as well (Kim et al. 2018).
ENVIRONMENTAL SCANNING CONTINUED Environmentalfactors–Thepopularityof low carbon based lifestyle is able to play a major role in development of operations of Amazon and waste management programs of the firm as well. Legal factors –The product regulations that have been implemented by governments and variousregulationshavebeendeveloped based on import and export (Kumar 2017).
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DEMAND FORECASTED Thelastfewyearshave beenquitegreatforthe smartspeakerbased industry. The voice-activated andhome-baseddevices have provided major options totheorganizations.The popularityandsalesof smartspeakershavealso increasedandthe organizationslikeGoogle HomeandAmazonEcho havebeenprovidedmajor services to the customers in theindustry(Kimetal. 2018).
SEGMENTATION, TARGETING AND POSITIONING Segmentation–Demographic andpsychographic segmentationisusedby Amazon in order to segment various markets. Targeting – The customers who belongtothemiddleclass and upper class groups in the societyaretargetedbythe smart speakers of Amazon Positioning – Amazon has been abletodevelopitsposition as a Glocal or Go global Act localinthee-commerce industry(Brush,Hazasand Albrecht 2018).
CONCLUSION The presentation can be concluded by stating that an organization like Amazon is able to maintainitspositioninthee-commerce industrywiththehelpofvariousproducts andservices.AmazonEchoisamajor product that is able to attract large number of customers towards the organization. The demandsfortheproductshavestarted increasing in the last few years. However, the competition that is faced by Amazon in the market is also quite huge.
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REFERENCES Amazon.com. 2019. Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more. Retrieved 29 August 2019, from https://www.amazon.com/ Brush, A.J., Hazas, M. and Albrecht, J., 2018. Smart homes: Undeniable reality or always just around the corner?.IEEE Pervasive Computing,17(1), pp.82-86. Kim, D., Park, K., Park, Y., Ju, J. and Ahn, J.H., 2018. Alexa, Tell Me More: The Effect of Advertisements on Memory Accuracy from Smart Speakers. InPACIS(p. 204). Kumar, R., 2017. A Review of Retail Process of E- Commerce.E-Commerce for future & Trends,4(2), pp.39-51.