Name of the University: Amazon

Running head: PART 2
PART 2
Name of the student:
Name of the university:
Author note:

1
PART 2
Executive summary:
Amazon is one of the leading giants in the e-commerce industry and is growing at a very
fast pace. With its leading business technologies and innovative services and offerings to the
consumers, it had been successful in developing a loyal consume base. Individuals ranging from
young ages to that of the old - all can found their necessary requirements and commodities on the
website and can order their favorites in few easy clicks.
The segmentation, targeting and positioning (STP) process can be defined as the effective
strategy by which Amazon can develop effective marketing plans that would help them to gain
competitive advantage over other competitors in the same market.This would help the
organization to be able to identify the most effective marketing strategies by which more
consumers can be attracted and this will help Amazon to define and understand the
characteristics of different customers.
Since the time of its conception in 1995, Amazon had outgrown several competitors in
the fields and had gone to become the market leader. It has around 240 million customer
accounts worldwide. They had planned their marketing components with much care and details
after thorough researches. They have used careful investment and acquisition to keep it to stay
the leader in its fields. It continues to expand its product whilst offering competitive prices to the
customers. This assignment will therefore look into the marketing mix that had enabled them to
stay ahead in the competition.

2
PART 2
Contents
Introduction and recap of the company:..........................................................................................3
Segmentation, targeting and positioning:........................................................................................3
Segmentation:..................................................................................................................................4
Targeting:.........................................................................................................................................4
Positioning:......................................................................................................................................5
Marketing mix:................................................................................................................................6
Product:............................................................................................................................................6
Price:................................................................................................................................................6
Place:................................................................................................................................................7
Promotion:.......................................................................................................................................8
People:.............................................................................................................................................8
Process:............................................................................................................................................9
Partnership:......................................................................................................................................9
Physical evidences:..........................................................................................................................9
Conclusion and recommendation:.................................................................................................10
References:....................................................................................................................................11

3
PART 2
Introduction and recap of the company:
Amazon is the company, which had been founded in Seattle in the year 1994 by Jeff-
Bezos. It initially began as an online book store but it rapidly diversified to selling various of
commodities and services on the internet. This had made Amazon one of the largest online
retailers. In the present generation, it had been seen to segment in the online retails, internet
services as well as the kindle ecosystems (B.G, 2018). The present day figures show Amazon is
the leading e-retailer in the united states with close to about 178 billion U.S. dollars in 2017 net
sales. Researchers are of the opinion that majority of the revenues of the company are generated
through the e-retail sales of the electronics as well as other products. This aspect is then followed
by the third-party seller revenues, subscription services and AWS activities (Clauser, 2018). As
Amazon has a global scope and reach, it is often called one of the most valuable brands
worldwide. This assignment would mainly conduct a market positioning analysis and marketing
mix analysis to shed more light on different aspects of the brand.
Segmentation, targeting and positioning:
Amazon segmentation, targeting and positioning mainly involve a set of activities that are
aimed as determination of specific groups of people as customers. Accordingly, they had
developed products as well as services that are attractive to the groups.