2. ā¢ Amazon.com was incorporated in 1994 by Founder
and CEO Jeff Bezos.
ā¢ The domain name āamazon.comā was chosen in order
to ensure that the co. name results in alphabetical
order.
ā¢ The 2nd reason being ā a place that is exotic and
differentā just as the founder had planned for his
online store.
ā¢ The first co. to sell goods over internet, started an
online book-store and in 15 years, it expanded from
one category to 16 main categories which included
apparels, health, toys, auto-parts, DVDs, home
furnishing, CDs, videos, electronics, etc .
3. history
ā¢ In 1994, Jeff Bezos left his job as the Vice-President of
a Wall Street firm and moved to Seattle to lay the
blueprint for Amazon.
ā¢ He made a list of the 5 products that
could be sold online: compact discs,
Computer hardware and software, videos
and books.
ā¢ In July 1995, Amazon sold its first book online:
Douglas Hofstadterās Fluid Concepts and Creative
Analogies: Computer Models Of the Fundamental
Mechanisms of Thought. Within 2months the co. was
selling to all 50states of U.S and 45 other countries as
well.
4. Visionandmission
The vision is to be earthās most
customer centric company; to build
a place where people can come to
find and discover anything they
might want to buy online.
All the activities including
promotions, marketing campaigns,
acquisitions, etc are aligned towards
the common vision of the company.
8. ļ Heavy focus on customer service.
ļFast returns and replacements.
ļProvides easy interface for
customer to register their complaint.
ļ All queries and complaints are added immediately.
ļ Customer feedback on products and strategies.
9. ā¢ Quality products at
affordable prices.purpose
ā¢ Tech savy image.
ā¢ Next generation outlook.Self-expression
ā¢ Reliability and trust.
ā¢ Secure transactions.emotional
ā¢ Ease of purchase and delivery.
ā¢ Lowest prices.functional
10. Seven International Stores of
Amazon.com
Amazon France, Amazon UK, Amazon Germany,
Amazon Canada, Amazon Japan, Amazon China,
Amazon US.
Reasons:
ļ§ The Mother tongue issue.
ļ§The currency issue.
ļ§The shipping issue.
ļ§The local product issue.
ļ§National Pride issue.
ļ§Proper Inventory Control.
11. Walking wounded
1.Some of the current users
who are dissatisfied about
shipping delays.
2.Customers who faced
technical glitch and their
cash got locked in.
Champion
1.Repeat purchases.
2.Customers who give reviews
and ratings to diff services.
3.Early adapters of technology.
Missing in action
1. Registered inactive users.
2.Loyal customers of other
competitors.
3. Customers who are
doubtful towards online
payment models.
Terrorists
1.Dissatisfied customers
spreading opinions through
social media sites.
12.
13. esteem knowledge
ļ§ Always keeping promise.
ļ§ High quality of service.
ļ§ Most popular online
retailer.
ļ§ High penetration of brand
due to large portfolio.
ļ§ Strong brand identity.
ļ§ Investments in brand
building has increased the
awareness levels among
target market.
14. ļ§ For those who have access
to internet.
ļ§ When income increases, so
does the no. of online
purchases.
ļ§ 41% of online shoppers
are between the age group
of 35-50.
ļ§ Recently increased focus
to younger class.
ļ§ Appeals to customers all
over the world.
ļ§ Sell digital products where
their merchandise sales
are difficult.(e-books)
ļ§ Has 7 international
websites.
15.
16. Brand as
product
ā¢ Wide range
ā¢ Lowest price
ā¢ High service
ā¢ Reliability
ā¢ Value for
money
Brand as
organization
ā¢ Innovative
ā¢ Customer
friendly
ā¢ Global
ā¢ Trustworthy
Brand as
person
ā¢ Honest
ā¢ Reliable
ā¢ Timely
ā¢ Energetic
ā¢ Friend
Brand as
symbol
ā¢ Symbol for
reliability
ā¢ Functional
appeal
ā¢ Modern
17. Strengths
ļ§ Americaās largest online
retailer.
ļ§ Diversified into product
lines other than books to
strengthen customer
reach.
Weakness
ļ§Late in entering
emerging markets
like China and India.
Threats
ļ§Foreign exchange
fluctuation.
Opportunities
ļ§Increase in online
retail sales in the US.
18. Amazon.com bases its marketing strategy on seven
pillars:-
1. It freely offers products and services.
2. It uses a customer-friendly interface.
3. It scales easily from small to large.
4. Creates awareness for itās products.
5. Affiliate Program is important in driving visitors.
6. It utilizes universal behaviors and mentalities.
7. It uses existing communication systems.
19. Corporat
e
ā¢ Build brand equity and grow the company
Marketin
g
ā¢ Enhance brand awareness.
Distributio
n
ā¢ Increase the research internationally and the
product.
Promotio
nal
ā¢ Communicate brand promises of amazon
Pricing
ā¢ To be cheaper than the competitors.
21. ļ§ At Amazon the employees are offered the chance
to work with great people on exciting projects with
an opportunity for growth.
ļ§ The Amazonians have a life outside of work and
need a break every once in a while, thatās why the
company provides a full range of benefits, which
may vary from location to location.
23. Technology
ļ§ With hundreds of thousands of people
sharing their credit card details daily with
Amazon, security is a major issue. This is
managed by the Netscape Secure
Commerce server that Amazon employs
store such details.
24. ļ§ As the company began with the letter āAāand
settled on the word Amazon as it was the river ,
the founder considered the biggest in the world as
he hoped for his company would one day.
ļ§ Today, Amazon is the Worldās Largest
Online Retailer, has established
separate websites in different
countries, has acquired multiple
organizations and websites
and also offers international shipping.