Case Study : Amazon Case Report

2301 Words Jan 19th, 2015 10 Pages
MASSEY UNIVERSITY

Assignment 1 Amazon Case Report

Course: 156.744 Course Coordinator: Christo Ferreira

Student: Yan Zheng Student ID:14143742

Content
1. Introduction 1
2. Statement of Marketing Problem 1
3. Research Objectives 1
4. Methodology Implementation 2
4.1 Exploratory Research 2
4.2 Descriptive Research 3
4.3 Causal Research 3
4.4 Comparison of Research Method 3
5. Research Proposal 3
5.1 Secondary data analysis 3
5.1.1. Literature review 3
5.2 In-depth Interview 8
5.2.1 Interview process 8
5.2.2 Final comments on the in-depth interview 10
5.3 Further Research 11
5.3.1. Qualitative Research 11
5.3.2 Sample Design 12
5.3.3 Survey 12
6. Conclusion 12
7. Reference 12

1. Introduction
Amazon was established by an American -- Jefferey P. Bezo in 1994, was an online bookstore named Cadabra.com at the initial period. What the founder think the significant meaning of online bookstore is to supply more choices of books to consumers, then it change the name into “Amazon.com” in 1995. Until 2012, Amazon have individual site in nine countries throughout the world. Market price is worthy of $ 100 billion. Services include internet sales channels, electronic products, publishing, cloud services, and logistics, etc.(The analysis of Amazon ebook publishing strategy, Xiufen Wang, July 10th,2012,MIC research report)

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