Founded in Seattle (Washington, USA) by Jeffrey Bezos in 1995, Amazon
is now the world leading internet sales platform for consumer goods.
Offering books in the first place Amazon now offers products in more than
40 different product categories.
Omnipresent everywhere in the internet Amazon claims to be "the world's
most customer-centric" company. Indeed Amazon is doing everything to
achieve this goal through continuous service-improvement. Whenever a
new service will be launched customers expectations always define the
key features.
But what an internet company would Amazon be if this customer centric
mission wouldn't be promoted and capitalised. Grown up with the internet
and familiar with all its marketing instruments, Amazon uses every
opportunity to promote its brand and the offered services.
Beside the user-experience Amazons success depends on its propagation
and accessibility. Amazon manages this by sophisticated partner
programs to grow fast and continuously. In consequence of the market
power Amazon has, the prices for goods are more than competitive in the
internet.
Since the internet still hasn't reached its maximum capacity and far not
everybody especially elder generations uses the internet for daily
shopping, Amazons growth will continue and further customer-centric
services will follow as long as the vision keeps alive.
Table of Contents
- Executive Summary
- Table of Contents
- Objectives
- Introduction
- Amazon's Marketing Mix
- The Product
- The Price
- The Place
- The Promotion
- Implementation of Amazon's Marketing Strategy
- Avoiding hurdles to the customer
- Presence in the internet market
- Offering a wide product range (product categories)
- Offering competitive prices
- Managing Amazon's Marketing Programs
- Conclusion
Objectives and Key Themes
This assignment analyzes Amazon's implementation of its vision "to be the earth's most customer-centric company," examining the marketing strategies and tools used to persuade consumers to purchase from amazon.com. The analysis focuses on how Amazon's customer-centric approach is reflected in its marketing mix and the execution of its marketing programs.
- Amazon's customer-centric approach and its impact on marketing strategy
- Analysis of Amazon's marketing mix (product, price, place, promotion)
- Implementation of Amazon's marketing strategy and its effectiveness
- The role of technology and user experience in Amazon's success
- Amazon's competitive pricing strategy and its impact on market dominance
Chapter Summaries
Introduction: This chapter introduces Amazon, its founding, and its early evolution as an online bookstore. It highlights the founder's vision for superior customer service and the crucial role of technology in achieving this vision. The chapter sets the stage by establishing Amazon's early ambitions and its transformation into a global e-commerce leader, laying the groundwork for subsequent analyses of its marketing strategies.
Amazon's Marketing Mix: This chapter defines Amazon's offerings through the lens of the marketing mix. It clarifies that Amazon's "product" isn't just the goods it sells, but rather the service of providing a platform for buying and selling, encompassing portal usage, information transparency, payment terms, delivery, and after-sales service. The chapter then briefly touches upon the pricing of these services, emphasizing the competitive pricing of the goods themselves, and the "place" of the virtual store on amazon.com. By defining the core components of Amazon's offering, it frames the subsequent analysis of its marketing strategy.
Implementation of Amazon's Marketing Strategy: This chapter delves into the practical execution of Amazon's strategy, focusing on key elements such as eliminating customer obstacles, maintaining a strong online presence, providing a broad product selection, and offering competitive pricing. Each of these aspects, vital for achieving Amazon's customer-centric goal, is examined in detail, showcasing the operational strategies behind their success. This is a crucial section connecting strategy to execution.
Managing Amazon's Marketing Programs: This section would likely explore the overall management of Amazon's marketing efforts, potentially including aspects like budget allocation, campaign management, and performance measurement. While specifics are absent from the provided text, the chapter's title suggests a detailed examination of how Amazon's various marketing programs are orchestrated and controlled to achieve overall marketing objectives. A deep dive into this would likely reveal insights into the systematic approach adopted by Amazon for successful marketing.
Keywords
Amazon, e-commerce, marketing strategy, customer-centricity, marketing mix, online retail, competitive pricing, internet marketing, user experience, global e-commerce.
Amazon Case Study: Frequently Asked Questions
What is the purpose of this document?
This document provides a comprehensive preview of a case study analyzing Amazon's marketing strategies. It includes a table of contents, objectives, key themes, chapter summaries, and keywords. The analysis focuses on how Amazon's customer-centric approach is reflected in its marketing mix and the execution of its marketing programs.
What are the key themes explored in the case study?
The case study explores Amazon's customer-centric approach and its impact on marketing strategy; a detailed analysis of Amazon's marketing mix (product, price, place, promotion); the implementation and effectiveness of Amazon's marketing strategy; the role of technology and user experience in Amazon's success; and Amazon's competitive pricing strategy and its impact on market dominance.
What aspects of Amazon's marketing mix are analyzed?
The analysis covers Amazon's "product" (defined as the service of providing a platform for buying and selling, including portal usage, information transparency, payment terms, delivery, and after-sales service); its pricing strategy (emphasizing competitive pricing of goods); its "place" (the virtual store on amazon.com); and its promotional activities.
How does the case study examine the implementation of Amazon's marketing strategy?
The case study delves into the practical execution of Amazon's strategy, focusing on key elements such as eliminating customer obstacles, maintaining a strong online presence, providing a broad product selection, and offering competitive pricing. It examines the operational strategies behind the success of each of these vital aspects in achieving Amazon's customer-centric goal.
What does the case study cover regarding the management of Amazon's marketing programs?
While specifics are not provided in the preview, the case study is expected to explore the overall management of Amazon's marketing efforts, including budget allocation, campaign management, and performance measurement. It will likely reveal insights into the systematic approach adopted by Amazon for successful marketing.
What keywords are associated with this case study?
Keywords include: Amazon, e-commerce, marketing strategy, customer-centricity, marketing mix, online retail, competitive pricing, internet marketing, user experience, global e-commerce.
What is the overall approach of the case study?
The case study analyzes Amazon's implementation of its vision "to be the earth's most customer-centric company," examining how this vision translates into practical marketing strategies and tools used to persuade consumers to purchase from amazon.com.
What is included in the document preview?
The preview includes a table of contents, a statement of objectives and key themes, chapter summaries, and a list of keywords. It provides a comprehensive overview of the case study's content and scope.
- Citar trabajo
- Manfred Damsch (Autor), 2008, Amazon Marketing Strategy, Múnich, GRIN Verlag, https://www.grin.com/document/162454
