On approaching this module I expect to broaden my understanding of strategic marketing and that is exactly what I did, with research and extensive reading I was further educated on the history of marketing, why marketing is essential for businesses, ways to apply different type of marketing strategies. My expectation of strategic marketing was advertising and external customer attraction base on supply and demand, however, I learned that internal marketing is equally as important as external marketing. I also found out that customer voice does drive the decision company marketing team makes base on customer demand thus solidifying the fact that customers are always right and the organization exists because of customers. I also expect to learn …show more content…
Analyzing Amazon’s case study it is clear that the company live up to its name by putting emphasis on the quote ”your customers are not always right, but they are always your customer” as the organization is built on customer feedback with a target of total customer satisfaction (Hyken, S. 2015). Organizations in today’s world know this but somehow still fail to meet customer’s needs. I would change my organization approach to marketing by doing a door to door survey to get customers feedback on each and every one of my products and service offered, set up online live chat or message drop-box just to get a general idea of what customers want and how can my organization satisfy them. Based on experience, reading and doing a general research on assignment one, it is clear that customer voice do drives strategic marketing decision, however, I learn that the best way to ensure that all these strategic marketing decision are implemented and executed where necessary, with maximum results, is to ensure that managers overseeing the implementation of these process ensure that all the necessary steps are taken with constant follow-up in order to have the required results and these processes maybe the deciding factor in a company growth and development. In all industries includes Amazon’s ecommerce industry is no different, there are competent and qualify team members that will help curve the shape of an organization, not to mention the suppliers who products the organization depends on. Going forward these are the areas we must focus on if we intend to get any results because if a company want the best then we must recruit the best, if we want the best product we most source the best suppliers thus proving to our customer that we want the best for them, then follow it up with fast, efficient and reliable delivery of products at the best possible
Amazon is a Fortune 500 e-commerce company based in Seattle, WA. It is one of the top companies that sells the most goods over the internet.
Amazon understood firsthand that the competitive advantage of a company originates immediately from how distinctive the organization's resources and competencies are. Amazon is able to both engage in production at a lower cost and generate a superior product at a standard cost. This is accomplished mostly via Amazon's strategy of having a wide variety of goods and competitive pricing. Customers know they can find basic products at slashed prices or high quality goods at standard prices and this is all achieved via the enormous range of products and product brands and types available on their massive marketplace. For example, the depiction displayed in the case study which shows how growth was related directly to: lower cost structure- lower prices customer experience traffic sellers -selection and convenience. While this is a grave oversimplification of the Amazon business model, it demonstrates how many aspects of the strategy reinforced one another.
It can be served as a competitive advantage, which attracts more customers shifting from Amazon’s online retailer competitors into buying their products, thus increasing the market share.
How would you define Amazon’s industry? What difficulties do you encounter identifying primary competitors and key lines of business?
Amazon.com was founded in 1994, it started by selling books online. As it grew, the company started offering various products and services. Some goods include: DVDs, videos, electronics, camera and photography, clothing apparels, shoes, and so forth. Other retailers have merged with Amazon.com to offer diverse quality of items based on different degrees of usage, such as new, refurbished, and used items. The company 's headquarter is in Seattle, Washington. It has six global websites that serves customers that are based in the United States, the United Kingdom, Germany, France, Canada, and Japan. Their website features: e-mail order verification, customer review on products, and one-click shopping.
Although it is the most established because of its long history and early start, competitors such as Alibaba Group Holding Ltd, AutoZone Inc., eBay Inc., Rakutenchi Inc., Netflix Inc., Jet.Com, Wal-Mart and Time Warner Cable among others exist (Yahoo Finance, 2015). Notably, apart from Jet.com, Amazon’s competitors are segmented according to products and services offered; for instance, Wal-Mart stores Inc. offers competition in general merchandise and electronics segment while eBay, Time Warner Cable and Apple offers competition in the media segment. Among the competitors, Apple Inc. and Google Inc. have the highest market capitalization; however, the Amazon’s dwarfs all other competitors. Amazon has a high market capitalization at $254.82 billion (Nassauer, 2015). The table below shows Amazon’s major competitors based on their market capitalization and 52-week share price range
Amazon Web Services is a cloud computing platform which was to provide online services to websites (Rouse, 2014). Amazon is comprised of software development and customer service centers around the world (Rouse, 2014). At Amazon, workers are encouraged to tear apart one another’s ideas in meetings, toil long and late and held to unreasonably high standards (Kantor & Streitfeld, 2015).
Main Idea: This article discusses the transformations of strategic marketing. Marketing is not what one initially assumes it is, and with the technological changes and innovations coming about, marketing has faced several barriers and future impact.
This case analysis serves the purpose to provide an analytical framework to evaluate Amazon.com from an internal and external perspective, and to provide strategic direction based upon the internal and external evaluation. The case will begin with an introduction to Amazon.com.
The objective of this case study is to outline and provide a brief overview of Amazon.com’s (Amazon) mission, strategic direction, core competencies, relied technologies and their future impact of new technologies, and how management and use of consumer data will impact future business.
Organizations like Amazon store realized that attaining long-term customer value through delivery of quality services is the key to their existence. Also, be alert to the customer’s needs and wants, because having a loyal base of satisfied customer brings relevant performance indicators. For example, increase in sales improved profits, and possible higher market share (Shamma & Hassan, 2013).
The company has many strengths. First, Amazon is the world’s leading online retailer. According to the 2016 Annual Report, Amazon had total net sales of US $135, 987 million in 2016. These total net sales include three segments which are North America, International, and AWS. Second, in comparison to many companies, Amazon has a superior logistics and distribution system, which allows the company to actualize improved customer fulfillment. Third, with its prolonged strategic drive on low-cost, differentiation, and focus, Amazon offers a wide range of product at low prices to customers. Fourth, Amazon enjoys global recognition from its customers. As stated earlier, Amazon built a strong brand in very little time. Finally, the
Amazon.com is a Fortune 500 company that has revolutionized the retail industry. In recent years, Amazon has faced increased competition in the highly competitive online retail space as competitors invested heavily in their online storefronts and infrastructure. Positioned in a highly fragmented industry, Amazon must find solutions that can sustain its long term profitability and maintain its market share. To that end, Amazon should grow the Amazon Prime membership base and expand on its media and mobile offerings.
Jeff Bezos looked out the open doorway of his office and stared at the “problem of the day,” which his assistant Sarah had posted on the whiteboard in the hallway. It was Friday, September 13, 2002, and the whiteboard read: ”You have 10 bottles with 100 pills each in them. In nine of the bottles, each pill weighs 10 mg. In one bottle, each pill weighs 9 mg. These pills are poisonous. You have a digital scale that reads out in mg. Can you determine which bottle contains the poison with only one weight measurement?” Bezos—founder, chairman, and CEO of Amazon.com—normally enjoyed trying to solve these brainteasers. But today his mind
By getting feedback and suggestion from the customer organization should work on their strengths and weakness. Its also important to get the target customers.