Marketing and Strategic Planning
Amazon Marketing Plan
Lauren A. Meier
Argosy University
Abstract
In this paper you will find the marketing strategy of Amazon. As technology has advanced and internet can be accessed essentially anywhere more and more people are turning to online shopping. Amazon.com, a retail online super center has taken advantage of this and has successfully been able to adjust and expand their consumer base. Starting as an online book retailer they have grown to selling sports gear, electronics, and many other various items. This opened several marketing opportunities and target markets for Amazon. With the release of the Kindle and the soon to be introduced set-top box Amazon is looking at a whole new playing field of competitors.
Keywords: Amazon, competitors, online shopping, marketing opportunities
Amazon Marketing Plan
Company Overview: Jeff Bezos, founder and current CEO of Amazon.com has been committing himself to Amazon’s mission for the past 18 years. Amazon was incorporated in July of 1994 with one sole mission…
“Our vision is to be earth 's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”
Almost exactly year later Amazon.com had sold their first online book, "Fluid Concepts & Creative Analogies: Computer Models of the Fundamental Mechanisms of Thought." With their headquarters located in Seattle, Washington and a support system of over 88,400 full and part-time employees; Amazon has successfully expanded and become a world renowned on-line retailer. By 1997 they began trading as AMZN on NASDAQ and selling products outside books. Not long after, they introduced the purchase friendly “one-click” shopping feature; which allowed Amazon members to simply click once and the purchase was done! This changed the face of on-line buying and sent “AMZN” internationally. In October of 98’ Amazon launched its first ever international
Lauren A. Meier
Argosy University
Abstract
In this paper you will find the marketing strategy of Amazon. As technology has advanced and internet can be accessed essentially anywhere more and more people are turning to online shopping. Amazon.com, a retail online super center has taken advantage of this and has successfully been able to adjust and expand their consumer base. Starting as an online book retailer they have grown to selling sports gear, electronics, and many other various items. This opened several marketing opportunities and target markets for Amazon. With the release of the Kindle and the soon to be introduced set-top box Amazon is looking at a whole new playing field of competitors.
Keywords: Amazon, competitors, online shopping, marketing opportunities
Amazon Marketing Plan
Company Overview: Jeff Bezos, founder and current CEO of Amazon.com has been committing himself to Amazon’s mission for the past 18 years. Amazon was incorporated in July of 1994 with one sole mission…
“Our vision is to be earth 's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”
Almost exactly year later Amazon.com had sold their first online book, "Fluid Concepts & Creative Analogies: Computer Models of the Fundamental Mechanisms of Thought." With their headquarters located in Seattle, Washington and a support system of over 88,400 full and part-time employees; Amazon has successfully expanded and become a world renowned on-line retailer. By 1997 they began trading as AMZN on NASDAQ and selling products outside books. Not long after, they introduced the purchase friendly “one-click” shopping feature; which allowed Amazon members to simply click once and the purchase was done! This changed the face of on-line buying and sent “AMZN” internationally. In October of 98’ Amazon launched its first ever international
References: Ah, K. K., Tang, Y. E., & Ghose, S. (2003). Typology of online shoppers. The Journal of Consumer Marketing, 20(2), 139. Retrieved from http://search.proquest.com/docview/220132598?accountid=34899 Amazon (n.d.) Businessweek.com (2013, July 9). Amazon.com Inc. (AMZN: Consolidated Issue Listed on NASDAQ Global Select. Bloomberg Businessweek. Reprieved on July 9, 2013 from http://investing.businessweek.com/research/stocks/earnings/earnings.asp?ticker=AMZN Croone, R Forbes (2011, December 14). Why Amazon Is The Best Strategic Player In Tech. Retrieved from http://www.forbes.com/sites/venkateshrao/2011/12/14/the-amazon-playbook/2/ Google (2013, July 9) Marketing Teacher Ltd. (2000-2013). SWOT Analysis Amazon. Retrieved on July 17, 2013 from http://www.marketingteacher.com/swot/amazon-swot.html Reportlinker.com (n.d.) E-commerce Industry: Market Research Reports, Statistics and Analysis Wilson, R. (2000, May 2). The 4 Ps of Marketing in Your Internet Marketing Plan 1. Product Strategy. Web Marketing Today. Retrieved from http://webmarketingtoday.com/articles/plan-4product/ Wingfield, N