Zappos - Case Study Analysis of Business Strategy

Running head: Zappos - Case study analysis
Case study analysis
Zappos

Zappos: Case study analysis 1
Contents
Introduction......................................................................................................................................4
External environment analysis.........................................................................................................4
Political........................................................................................................................................4
Economic.....................................................................................................................................4
Social............................................................................................................................................5
Technological...............................................................................................................................5
Legal.............................................................................................................................................5
Environmental..............................................................................................................................5
Internal environment analysis..........................................................................................................5
Strengths.......................................................................................................................................6
Weaknesses..................................................................................................................................6
Opportunities................................................................................................................................6
Threats..........................................................................................................................................7
Marketing mix.................................................................................................................................7
Product.........................................................................................................................................7
Place.............................................................................................................................................7
Price.............................................................................................................................................7
Promotions...................................................................................................................................7
People...........................................................................................................................................8

Zappos: Case study analysis 2
Process.........................................................................................................................................8
Physical evidence.........................................................................................................................8
Brand identity and image.................................................................................................................9
Impact of brand identity, brand image and positioning.................................................................10
Increased customer base.............................................................................................................10
Increased revenue.......................................................................................................................11
Acquisition by Amazon.............................................................................................................11
Loyal employees and customers................................................................................................11
Brand equity...................................................................................................................................11
Excellence in customer service..................................................................................................11
The extra effort...........................................................................................................................12
High quality products.................................................................................................................12
Market segmentation and targeting...............................................................................................12
Geographical segmentation........................................................................................................13
Demographic segmentation........................................................................................................13
Behavioral segmentation............................................................................................................13
Promotional methods.....................................................................................................................13
Social media marketing..............................................................................................................14
Television advertisements..........................................................................................................14
Word of mouth publicity............................................................................................................15

Zappos: Case study analysis 3
Digital marketing.......................................................................................................................15
Conclusion.....................................................................................................................................16
References......................................................................................................................................16