Case Study On Amazon

Submitted ByVAISHALI A

NIT CALICUT

Founded by Jeff Besoz it started as the”WORLDS

LARGEST BOOKSTORE” in JULY 1995.

Creates PERSONALIZED storefronts by providing useful

INFORMATION

“SEARCH INSIDE THE BOOK” feature enables customers to view

the contents, index and the beginning pages of almost

12,000 books

PRODUCT DIVERSIFICATION

Over the years, AMAZON has diversified its products lines .

MUSIC CDs and DVDs

VIDEO GAMES

In 2007,thelaunch of “VIDEO ON DEMAND” enabled customers to rent or purchase films or serials

Later that year it introduced Amazon MP3 which has participation from all the

major labels.

• Its most successful product the KINDLE, an electronic book reader was the No 1 selling product in 2009.

AMAZON offers FAST,INEXPENSIVE shipping for 79$ annual fee through AMAZON.com

Prime

INTEGRATED MARKETING CHANNEL

Largest Online Retailer that enables a number of brands

to sell their items.

AMAZON derives 40% of its sales from “ASSOCIATES” who refer consumers to

AMAZON

AMAZON launched aStore that allows Associates to

create an AMAZON operated online store without any programming knowledge

What is the KEY to Amazons success?

It is its WILLINGNESS to invest in the latest Internet Technologies to

make online shopping faster, easier and more rewarding for its

customers.

CONCLUSIONSThe future prospects look good for Amazon as it continues to invest in cloud computing services and produce revolutionary products

like the Kindle

Why has amazon.com succeeded online when so

many other companies have failed?

Although it started out as a bookstore it now sells a variety of

products ,across 21 different product lines which has created a strong customer base

It provides customers with useful information that

enables them in the selection of the product.

It offers fast, inexpensive shipping for all items

It has a very efficient ,integrated marketing channel

and is the largest online retailer that enables merchants like Target, NBA, Timex and Mark and Spencer to sell their items.

It employs merchants who refer consumers to Amazon which further increases its revenues and assists it in reaching a wider customer base.

It continuously innovates and invests in new

technologies.

Will the kindle revolutionize the book industry? Why or why not?

Kindle is simple, easy to use and portable.

Reading at night time without light is possible

You can adjust the fonts according to your convenience.

You can carry as many books as required.

Many sites offer free kindle books.

What is next for amazon.com? Is cloud computing the right direction for the company? Where else can it

grow?

Cloud Computing is indeed the right direction for the company as it is doing very well. It is also one of the safest CC sites ,according to Forbes.

Since it promises quick delivery to its customers it has to always depend on a third party. It would be better if it could have its own logistic services,

provided it is able to design an efficient one.

Amazons echo seems to be the next big driver for

Amazon. It is a virtual assistant that lets you connect with services

through your voice. You can order a product simply

by talking.

SUMMARY

1.INTRODUCTION2.PRODUCT DIVERSIFICATION3.LOGISTICS4.INTEGRATED MARKETING CHANNEL5.CONCLUSIONS6.CASE QUESTIONS AND DISCUSSION

DISCLAIMERCreated by Vaishali A, NIT

Calicut, during a marketing internship by Prof Sameer

Mathur, IIM Lucknow