Swot Analysis Of Amazon

Amazon targets the at-home customer. Amazon makes it convenient for customer to buy anything or Anything, with a capital “A” according to Bezos. Amazon provides convenience to customers all over the world with it services. The services Amazon provides ranges from AmazonFresh which delivers groceries to your home to Amazon Prime that allows you to stream any television show, or movie with any Amazon device. Amazon is a multifaceted online marketplace that is changing the game of selling. The convenience of one-click shopping is powerful and a rapidly growing industry. Amazon is leading in this innovative industry, and has created jobs in the process.

market position in the online retail format enables Amazon to target a larger customer base.

Amazon stated its marketing approach in its 2011 annual report as “we direct customers to our websites primarily through a number of targeted online marketing channels, such as our associated program, sponsored search, portal advertising, email marketing campaigns, and other initiatives.”(Petro, 2017). Being the leader of the ecommerce industry, Amazon maintains that

As discussed in the case study, the advertising and marketing strategy of Amazon have been focusing on how the products would gain interest from their target market and how they can be able to generate sales with their products. This is Amazon’s stronghold where it continues to yield strong sales revenue by leveraging off its excellent online shop in different locations, such as in UK and other country, strong brand name and excellent reputation among customers. Amazon has also been continuing to create affiliate websites to expand their business market among various consumers.

Amazon.com, from a strategic approach, is dominating the world-wide-web. They have become the world leader in online sales of books, music, videos, movies and other products and services. Amazon knew that the Internet could be used as a distribution channel, thus reducing their supply chain relations. By making these strategic advances, Amazon was able to achieve and sustain their competitive advantage.

Amazon.com has been a great resource for online shopping. The popularity of Amazon.com has grown over the last 21 years and continues to offer new innovations that lead to the company’s continuous success. Amazon offers most products held in stores usually at a lower price. Over the years, Amazon has become the go-to site for shopping. Amazon prime with free 2-day shipping has made it convenient to shop from the comfort of your home, with a guarantee on when the items will be delivered. Amazon.com is one of the leading online retail websites around the globe. Amazon.com was founded in July 1994 by Jeff Bezos in Seattle, Washington and strives to be “the most customer centric company where people can find and discover virtually anything they want to buy online” (amazon.com). The website started in 1995 with only one target market in mind, book lovers. Jeff Bezos wanted a place for book lovers to browse millions of books in one convenient place. The company was a huge success just after 30 days, fulfilling orders in all 50 states and 45 countries around the world. Amazon.com’s warehouse started in a Seattle-area garage. Now, “Amazon operates retail websites and offers platforms that enable third party sellers to sell their products on the Amazon.com website” (amazon.com). Amazon has grown so much in the past 20 years with warehouses in 18 states and 15 countries. The wide range of services and goods lead to the company’s success. Some of

Amazon.com or commonly known as Amazon was a company which firstly sold only books on the Internet (known as an online bookstore), but Jeff Bezos, the founder of this company, had a vision in making Amazon be “An everything store”. Now, Amazon sells everything such as CDs, hardware, software, clothes, toys, numerous tools and much more. Amazon shows its slogan as “Our vision is to be the world’s most consumer-centric company, where customers can come to find anything they want to buy online” (Straus, 2017).

Amazon’s core competencies are in its ability to effectively use and develop technology to drive site traffic and enhance the customer experience. Their distinctive use of website real estate coupled with their ability to leverage their brand and effectively use that leverage to deliver low prices and high quality products, makes them a leader in online retailing. Their partner brands and their ability to adapt and recognize deficiencies enable them to effectively cut out the middle man, or at the very least, partner with them.

Amazon, as an organization understands the needs of their customers on a much deeper level than its competitors as well as focuses on constant improvements in the market. Currently, their major focuses are e-books, Amazon DynamoDB, a personalized shopping experience, and expansion into various retail outlets. (Fitzsimmons 2014) Amazon has proven to be very successful with their bookstore business, replacing the need for retail large bookstores such as Barns and Noble and Borders and local bookstores. Amazon understands that customers are demanding an online retailer that understands what their wants and needs are. Henceforth, Amazon has created databases and technology that creates a very personalized shopping experience for each and every Amazon shopper. As an organization, Amazon understands that this market is still being developed as technology increases. Amazon strives to have their solutions all be backed with advanced technology that puts the customer first and creates strong brand loyalty. In doing this Amazon not only builds a stronger client base, but can truly understand their customers on a level that is a wonderful service for their shoppers.

Retailers have adapted to the online marketplace out of necessity and opportunity. The great recession placed many retail companies in financial hardship and while some failed, others innovated and became some of the largest companies in America such as Amazon. A recent trend is consumers are buying more products online than ever before. As a consumer, I enjoy shopping in the convenience of my home and having the items delivered to my doorstep in 48 hours or less. Global internet access continues to increase, with mobile devices and affordable internet for the home, consumers will continue to shift and buy products online rather than in retail brick and mortar locations. Online sales in the United States have increased over 250% in the last ten years, accomplishing $250.0 billion in 2012 (Tehrani, 2014). Therefore, Amazon is in a solid market position to capitalize on the future trends and booming ecommerce

According to Weisul and Guglielmo, market penetration and market expansion have been used by the firm extensively. Amazon website encourages reiterated purchases as well as brand loyalty by providing feature-rich satisfied, a confident and safe transaction environment in addition to functionalities so as to occur customer based. The website proffers low prices, a broad selection, convenience, discovery, availability and convenience. With that being said, amazons strategies have been used to make a way into the market. A market penetration strategy is aimed at augmenting the offered market share at the same time getting an inch over the rivals. For example Amazon’s Kindle e-readers and tablets. Amazon busted into this market with an original strategy to sell kindle apparatus 's at low or below asking price in order to obtain long term yield in the sales of media for devices. (Weisul and Guglielmo, 2014)

Only, after Amazon’s initial success when it was solely an online bookstore has the company looked to increase its product selection. Amazon is able to offer so many different products because it allows third party sellers to sell their products on Amazon’s website. Furthermore, Amazon only charges these third party sellers a minuscule percentage of their sales which keeps the prices down for customers, creating an almost symbiotic relationship of its first two core competencies. Finally, Amazon has sought to increase its customer convenience by creating faster shipping of products, and a customized user face on their website.

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 is the world’s largest online retailer and is indeed a pioneer in the online retailing world. Though it started as an online bookstore, its success in its venture drove it to diversify into selling anything that can be sold online. Furthermore, Amazon has also expanded globally and now operates around the world through a combination of localized gateways and globalized delivery and logistics platforms. Amazon follows a well implemented strategy that contains five parts.

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