Mazon Kindle Fire and Fire Tv, Strategic or Intutive Decsion
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UKEssaysEssaysMarketingAmazon Com Case Study Analysis Marketing Essay
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Amazon Com Case Study Analysis Marketing Essay
"We want to be the world's most customers Centric Company. . That we focus increasingly on trying to get the customer experience right. Within that we want to build a place where people can come and discover anything they might want to buy online." (Mellahi & Johnson, 2000).
Amazon.com is an American electronic commerce company which has become as a symbol of internet business. It was first founded by Jeff Bezoz in 1995 when he began selling books online…show more content… The company has made use of Integration strategy and forward integration with the aim to promote its products and services. The concept of forward vertical integration strategy helped Amazon to gain control over distribution and free shipping transportation for most of its products. However, the concept was changed and replaced with the backward vertical integration when Amazon's product named Kindle was manufactured as eBook reader. The company made use of all the available resources in an efficient way to benefit its financial performance (Frey & Cook, 2004).
Amazon.com added a value to its name and fame by creating partnerships through joint alliances and penetrates other market segments. The partnerships were made with companies like Toy RU's, Border Books, Office Depot and other music and software companies. Amazon set its focus on profit in the year 2001 which was the result of its opportunistic behavior and management skills of growth and making profit. Amazon's future targets were achieved by implementing a restructuring plan that allows reducing its operating costs, employment staff and reinforcing its customer service operations.