Amazon Marketing Analysis

1. James Crowe
Azael Martindale-Hernandez
Bhumika Patel
Nathan Ruhling
Melissa Sarathy
Lexus White

2. Introduction

3. Online PresenceThe Industry
●Amazon is a part of the “e-commerce”
Industry
●The industry has grown about 10% or more
each year for the past 15 years.
●In the recent years, online shopping has
become so easy with so many devices
such as Mobile phones, Tablets, Laptops.
●Amazon is seen as being one of the world’s
largest online retailer

4. Online PresenceTimeline
1995:
Started off as a online
Bookstore
1997:
Started selling shares
1999:
Introduced Toys &
Electronics
2000:
New Logo to showcase
competitive advantage
2001:
First Profit of 5
Million dollars
2007:
Launched Amazon
Web services
2005:
Introduced
Amazon Prime
2006:
Launched Amazon
Fresh in Seattle
2007:
Released the
Kindle
2011:
Released Kindle
Fire
2013: Announced
Prime Air drone
delivery service
2014: Introduced
Amazon Echo

5. Target Market

6. Online PresenceThree Pillars

7. Online PresenceSellers
• 700,000 Unique Brands
• 350 Million Products
• Extend Reach for Small Business
• Increase Online Presence
• Accounts for 1:3 Online Transactions
• Amazon Needs Sellers
• Offer Education, Training, & Exclusive Tools
• Inventory Management

8. Online PresenceCustomers
• Always Day One
• Innovation & Customer Obsession
• Ideal Target
• Early Adopters
• New Parents
• Amazon Prime
• Free 2-Day Shipping
• Exclusive Access to Benefits

9. Online PresenceDevelopers
• Over 70 Cloud Computing Services
• Operates with 1MM+ Businesses
• Worldwide Service Areas
• Ideal Target
• Frustrated Companies
• Provide Cost-Saving Solutions
• Start-Ups
• Replace Up-front Capital

10. Online Presence

11. Online PresenceHistory
• Bezos Intrigued with Internet
• 1994 Entered Market As Bookseller
• Instant Market Response
• Low Prices
• Fast Delivery
• Expanded into Other Categories
• Industry Disruptor
• Earth’s Biggest Selection

12. Online PresenceWebsite Experience
• Clean Lines
• Center Search Bar
• Navigation Menu
• Tiles for Browsing

13. Competition

14. Online PresenceCompetition
Google
• Adwords
• Cloud Computing Services
• Amazon Echo vs. Google Home
Apple
• Kindle Fire vs. Apple iPad
• Release of iBooks
• Siri Smart Home Device
Wal-Mart
• Competitive Online Pricing
• Amazon aspires to be bigger than Wal-Mart
• Free Two-Day Shipping with Orders over $35

15. SWOT Analysis

16. Online PresenceStrengths
• Innovation
• Customer Focus
• Shipping
• Low Cost Structure
• Product/Service Offering

17. Online PresenceWeaknesses
• Wide Array of Competitors
• Lack of Focus/Overexpansion
• Internal Team Structure

18. Online PresenceOpportunities
• Own Product Line
• Drone Delivery Services
• Online Payment System
• Emerging Markets

19. Online PresenceThreats
• Local & International Competition
• Government Regulations
• Security & Identity Theft

20. Business Strategies

21. Online PresenceBuild | Resolve
Build Strengths
● Amazon Go
● Disruption of Brick & Mortar
● Ultra Convenient Shopping
● No Lines, No Checkout
● Amazon Fresh
● Grocery Delivery
● Prime Members Exclusive
● Amazon Prime Now
● Expanding Service Areas
Resolve Weaknesses
● Loyal Customers Will Be Tested
● Wal-Mart, eBay, Aliexpress
● Offer Prime benefits to students and non
students
● Offer Exclusive Access for Prime
Customers to new services and
programs
● Use Pricing Strategies to Compete with
tech companies like Apple and Samsung

22. Online PresenceExploit | Avoid
Exploit Opportunities
● Be First to Market with New Content
● Unlimited Streaming with Prime
● Amazon Firestick allows users to
watch content from Netflix, Hulu,
HBO NOW, movie rentals, live on-
demand sports, etc.
● Developing the Amazon brand with
Echo and Alexa
Avoid Threats
● Loyal Customers Will Be Tested
○ Wal-Mart, eBay, Aliexpress
● Offer Prime benefits to students and non
students
● Offer Exclusive Access for Prime
Customers to new services and programs
● Use Pricing Strategies to Compete with
tech companies like Apple and Samsung

23. Strategic Direction

24. Online PresenceDifferentiation & Position
● Product Selection
● Pricing
● Convenience
● Customer Service
● Customer Experience

25. Online PresenceSustainability
● Innovation
● Mobile Applications
● Ultimate Online Experience

26. Recommendations

27. Online PresenceWhat’s Next
• Improve E-marketing
• Bring light and awareness to their “Hidden Figures”
• Market through Retailers
• Reinvent Amazon Video
• Continue Innovating New Tech & Services

28. Conclusion

29. Online PresenceFinal Thoughts
Conclusion
● One of the world’s favorite online retailers through its customer-centric driven attitude
● Modernize customer online shopping experience
● The mission statement for Amazon is very concise and to the point, it outlines exactly
what it wants to do.
Recommendations
1. Expand Prime Now Service Areas
2. Create New Incentives for Prime Members
3. Innovate with the Goal of Customer Retention

30. Online PresenceAppendix & References
About Amazon.com. N.p., n.d. Web. 20 Apr. 2017. web.archive.org/web/20000229045453/http://www.amazon.com/exec/obidos/subst/misc/company-info.html
"About Samsung." History - Corporate Profile - About Samsung - Samsung. N.p., 11 Nov. 2008. Web. 23 Apr. 2017.
Allen, Robert. "Top Ecommerce Trends to Inform Your 2017 Marketing Strategy - Smart Insights Digital Marketing Advice." Smart Insights. N.p., 23 Feb. 2017. Web.
<http://www.smartinsights.com/ecommerce/ecommerce-strategy/top-ecommerce-trends-inform-2017-marketing-strategy/>.
Alpe, Lauren. "The History of Amazon." The Telegraph. Telegraph Media Group, 14 Aug. 2015. Web. <http://www.telegraph.co.uk/technology/amazon/11790823/The-history-of-
Amazon.html>.
Amazon. AWS Overview. Seattle: Amazon, Apr. 2017. Web.
d0.awsstatic.com/whitepapers/aws-overview.pdf
“Amazon Thanks Customers for #1 Ranking in American Customer Satisfaction Index.” Business Wire, Business Wire, 16 Mar. 2017,
www.businesswire.com/news/home/20170316005297/en/. Accessed 19 Apr. 2017.
“Amazon Web Services: The Secret to the Online Retailer's Future Success | NewsFactor Network.” NewsFactor Network RSS, NewsFactor, 6 Feb. 2017,
www.newsfactor.com/news/AWS--Key-to-Amazon-Future-Success/story.xhtml?story_id=012000E405LC. Accessed 20 Apr. 2017.
“AWS Remains Dominant Despite Microsoft and Google Growth Surges.” Www.srgresearch.com, Synergy Research Group, 3 Feb. 2016, www.srgresearch.com/articles/aws-
remains-dominant-despite-microsoft-and-google-growth-surges. Accessed 19 Apr. 2017.

31. Online PresenceAppendix & References
Banerjea, Sejuti. "Amazon and Google: Head to Head?" Yahoo! News. Yahoo!, 10 Apr. 2017. Web. <http://finance.yahoo.com/news/amazon-google-head-head-181706254.html>.
Bezos, Jeff. “2015 Letter to Shareholders.” Received by Our Shareowners, Sec.gov, Amazon, 6 Apr. 2016,
www.sec.gov/Archives/edgar/data/1018724/000119312516530910/d168744dex991.htm. Accessed 19 Apr. 2017.
Blodget, Henry. "14 Years Ago Jeff Bezos Told You How To Take Over The World." Business Insider. Business Insider, 16 Nov. 2011. Web. 20 Apr. 2017.
www.businessinsider.com/jeff-bezos-told-you-how-to-take-over-the-world-2011-11
Chaffey, Dave. “Amazon.com case study - Smart Insights Digital Marketing Advice.” Smart Insights, Smart Insights, 30 June 2014, www.smartinsights.com/digital-marketing-
strategy/online-business-revenue-models/amazon-case-study/. Accessed 18 Apr. 2017.
D'Onfro, Jillian. "Amazon Has A Key Weakness." Business Insider. Business Insider, 18 Dec. 2014. Web. 14 Apr. 2017. http://www.businessinsider.com/amazons-new-
competition-2014-12
Dougherty, Michael. "A Brief History of Apple, Inc." Bright Hub. N.p., 25 May 2010. Web. 21 Apr. 2017. www.brighthub.com/computing/mac-platform/articles/65346.aspx.
“Ecommerce strategies for retailers, including daily news, articles, research.” U.S. E-Commerce at a Glance {Infographic}, Blogspot, 1 Jan. 1970,
internetretailernews.blogspot.ca/2016/04/us-e-commerce-at-glance-infographic.html. Accessed 20 Apr. 2017.

32. Online PresenceAppendix & References
Editor Rating: Excellent Comments October 20, 2016. "Amazon Fire TV Stick With Alexa Voice Remote." PC MAG. PC Mag, 20 Oct. 2016. Web. 23 Apr. 2017.
Farber, Madeline. "Consumers Are Now Doing Most of Their Shopping Online." Fortune. Fortune, 08 June 2016. Web. <http://fortune.com/2016/06/08/online-shopping-
increases/>.
Farfan, Barbara. "What Is Amazon.com's Mission Statement?" The Balance. N.p., 20 Mar. 2017. Web. <https://www.thebalance.com/amazon-mission-statement-4068548>.
Hosch, William L., and Mark Hall. "Google Inc." Encyclopædia Britannica. Encyclopædia Britannica, Inc., 11 Aug. 2015. Web. 21 Apr. 2017.
<https://www.britannica.com/topic/Google-Inc>.
Kline, Daniel B. “How Many Customers Does Amazon Have?” The Motley Fool, The Motley Fool, 24 May 2014, www.fool.com/investing/general/2014/05/24/how-many-
customers-does-amazon-have.aspx. Accessed 20 Apr. 2017.
Lee, Timothy B. "How Amazon innovates in ways that Google and Apple can't." Vox, 28 Dec. 2016. Web. 14 Apr. 2017. <http://www.vox.com/new-
money/2016/12/28/13889840/amazon-innovation-google-apple?yptr=yahoo>
Montgomery, Sue. "Amazon Innovates to Stay a Step Ahead." Business.com, 22 Feb. 2017. Web. 14 Apr. 2017. www.business.com/articles/how-amazon-innovates-to-
stay-a-step-ahead.
"Our History." Walmart Corporate - We save People Money so They Can Live Better. Wal-Mart, n.d. Web. 21 Apr. 2017. www.corporate.walmart.com/our-story/our-history.

33. Online PresenceAppendix & References
Rawlinson, Nik. "Apple turns 40 today - here's its history from 1 April 1976 to 2016." Macworld UK. N.p., 29 Apr. 2016. Web. 23 Apr. 2017.
Smith, Dave. “Older People Are More Loyal To Amazon Prime.” Business Insider, Business Insider, 16 Jan. 2015, www.businessinsider.com/amazon-prime-demographics-chart-
2015-1. Accessed 20 Apr. 2017.
Stone, Brad. The everything store: Jeff Bezos and the age of Amazon. London: Corgi , 2014. Print.
Tam October 13, 2014 6:50 PM PDT, Donna. "Google's 'biggest Search Competitor' Is Amazon, Says Former CEO." CNET. N.p., 13 Oct. 2014. Web.
www.cnet.com/news/googles-biggest-search-competitor-is-amazon-says-former-ceo. Accessed 23 Apr. 2017.
Team, Trevis. “Why Amazon is betting big on India” Forbes, 16 www.forbes.com/sites/greatspeculations/2016/06/09/why-amazon-is-betting-big-on-india/#2bcc1ca84555.
Accessed 20 Apr. 2017.
Wasserman, Steve. "The Amazon Effect." The Nation. The Nation, 10 Feb. 2016. Web. 20 Apr. 2017. www.thenation.com/article/amazon-effect/