Comparing Two Similar Businesses

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Comparing Two Similar Businesses Amazon and Borders books history and the core business of each company will be discusses. A comparison of the companies will be done to analyze each company’s management approach they took to internet marketing, and sales. At least three reasons will be given as to why Amazon is successful. Three reasons will be given as to why Border’s ended up in bankruptcy although they were initially successful. How Amazon and Borders books management adapted to changing marketing conditions will be analyzed. To sum everything up at least three recommendations on how a company should build in flexibility to back up its decision making process so they can adapt to changing market conditions.
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Shopping in stores is beginning to be a thing of the past. In this day and age anyone can purchase just about anything online so it can be extremely difficult to maintain a business selling goods online.
Amazon
Jeff Bezo’s is considered a visionary in the eyes of some and as a goofball to others. Leadership is the process of influencing others to achieve group or organizational goals (Williams, pg 252 2010). Jeff focused on his vision, mission, goals and his objectives. In Amazon’s press releases they do not say much about what their marketing approach is but there is a focus. Amazon (2011) states “we direct customers to our websites primarily through a number of targeted online marketing channels, such as our Associates program, sponsored search, portal advertising, email marketing campaigns, and other initiatives”. Amazon has the competitive edge over other companies with their free shipping offers and Amazon Prime which are definitely effective marketing tools. The aim of Amazon’s communication strategy is to: increase customer traffic to their websites, create awareness of their products and services, promote repeat customers, develop incremental product and service revenue opportunities, and strengthen and broaden the Amazon.com brand name (Chaffey &, 2011).
Borders
Borders goals were to be effective
Amazon Successful The big question is how Amazon became so successful even though they did not turn a

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