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¶ … Amazon as a Model for a Business Plan
Marketing Plan: Amazon.com
'Obsession' is the term that perhaps best describes Amazon's fervor to serve its shareholders and customers to utmost fulfillment. Growing from a flourishing dot-com enterprise in the 1990s into a 21st century multinational giant, a king in every sense - in the internet retail area, Amazon provides an exemplary marketing model for budding businesses. Its marketing manual is near legendary, pegged on the fundamental 'customers first' foundation, and a bizarre business philosophy to listen to the customer and not only work, but also invent towards their comfort, and on their behalf.
The company was founded under the tagline 'Earth's Biggest Bookstore', but as it turns out, books were only the starting point for Jeff Bezos, founder and CEO. It went online in 1995, a year after its inception, expanding into other media including MP3s, CDs, VHS, and DVDs; and an even wider range of products including apparel, furniture, electronics, and toys over the subsequent years, in a revolution that necessitated a change of label from the 'Earth's Biggest Bookstore' to the 'Earth's Largest Selection'.
Uniquely, Amazon reported no profits until 2001, when it posted a net at a dismal 1% per share; but it still managed to claim over 1.3 million customers within only two...
Today, the company boasts of a mind-boggling 45 million customers, shopping at the company for literally everything - from books to toys, fine jewelry, and fashion apparel. It, currently, is one of the most reputable brand names in the buyer market, garnering almost half of its total sales revenue from overseas markets. It managed to weather the e-storms of the late 19th century dot-com bubble and is now a burgeoning figure in the retail market, posing a substantial threat to such vending monsters as Target and Wal-Mart, with a profit in one hand and capacity to ball the same over in the other.
Environmental Analysis
Amazon.com faces intense competition in its attempt to delve into new areas of the online market. Its top competitors include EBay, Netflix, Apple, Barnes and Noble, and Wal-Mart. EBay is a direct competitor of Amazon's, targeting, by way of advertising, anyone who does online shopping and wishes to take advantage of the competition by making comparisons and obtaining the best price deals. Both Netflix and Barnes & Noble have a much smaller market share of the eBook market. Amazon rides on economies of scale, and enjoys significant advantage with its rock bottom prices, particularly effective in the student target market, constantly looking for the best prices on text books. Wal-Mart goes after the same…
It also competes with some renowned brands in the United States and other major markets of the world. The it and consumer electronics industry has been showing a rapid growth for the last few years. Anticipating huge potential of growth in this industry, numerous new companies are entering the market. These new entrants are manufacturing same quality products for the same target customers. Therefore, they are also a big
Marketing Plan Item Page Product Description Value proposition 3 Features and Benefits Target market Competitive Analysis Strengths Weaknesses Opportunities Threats Marketing objectives Measures Pricing strategy Distribution strategy Marketing promotion The Budget Sales Forecast Table 5.1.2 Marketing Expense Budget The founders of Dropbox Inc. have formulated this three-year marketing plan with an aim of securing additional funding for growth as well as to inform potential investors, as well as existing customers of not only the service's direction but also its current status. Initiated only six years ago, Dropbox has
Digital Book Production Practical advice on publishing eBooks. Which digital formats and platforms to convert to... pdf, ePub, Kindle, etc.. Lipton (2014) in his study assessed the current norms of the digital printing industry with focus on publishing and copyrights in America and European Union. He reveals that popular eBook formats are few rounding up in single digit figures. In case of United States, the industry frontlines such as Amazon, Apple and Barnes
Marketing Coined by marketing guru Jay Conrad Levinson, guerrilla marketing is marketing that is unconventional, nontraditional, not by-the-book, and extremely flexible. The nine major differing factors from conventional marketing provided in "360 Degree Internet Marketing - Think Outside the Box for Minimum Cost, Maximum Results," (2001), are: Instead of investing money, you invest time, energy and imagination. Instead of guesswork, you utilize our expertise and experience. Instead of measuring your success in terms of
Amazon v. Borders Borders Group filed for bankruptcy protection in early 2011 (Wahba, 2011) and began liquidating its assets in July of the same year (Khouri, 2011). The company was founded in 1971 and operated an expanding network of stores until 1992 when the group was bought by Kmart and later merged with Waldenbooks. The combined entity was spun off with an IPO in 1995. Flush with capital, by 1997 the
Marketing A comparison between two major department stores, Nordstrom and Wal*Mart can illustrate the concepts of pricing and distribution. The research shows that both Nordstrom and Wal*Mart use pricing and distribution strategically, but with different means, methods, and end results. Pricing and distribution are integral parts of an overall marketing strategy. Pricing refers to the cost of the item, and is related to product positioning, perceived value, and the profitability of the