Project on amazon
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Amazon is the leading online retailer in the US with a 23% market share. It was founded in 1994 and is headquartered in Seattle. Amazon targets all demographics and offers a wide range of products with convenient online purchasing and competitive prices. It has successfully positioned itself as a global e-commerce company that allows customers to buy anything and have it delivered anywhere.
Project on amazon
- 2. About Industry Amazon is the leading U.S online e-commerce retailer consumer industry with a 23% market share more than its some of the major competitors including Wal-Mart. The market of online e-commerce retail is highly dominated by Amazon. Top Competitors for Amazon includes Alibaba, Walmart, Otto, Priceline, E-bay, Flipkart, and Netflix. 2 MM.DD.20XX
- 3. About Company Amazon is an American electronic commerce and cloud company founded by Jeff Bozos on July 5’ 1994. It is a Washington based public company having it’s headquarter at Seattle, Washington. It is the largest internet retailer in the world and second largest in terms of total sales after Alibaba Group 3 MM.DD.20XX
- 5. STP 5 MM.DD.20XX Type of segmentation Segmentation criteria Amazon target customer segment Geographic Region More than 100 countries Density Urban and rural Demographic Age 18 and older Gender Males & Females Occupation Students, employees and professionals Behavioral Degree of loyalty ‘Hard core loyals’, ‘Soft core loyals’, Switchers’ Benefits sought Widest range of products, Convenience of online purchasing, Competitive prices Personality Easygoing, determined and ambitious User status non-users, potential users, first-time users, regular users, or ex- users of a product Psychographic Social class All social classes: lower class, working class, middle class and upper class Lifestyle Resigned, Struggler, Mainstreamer, Aspirer, Explorer, Reformer
- 6. STP 6 MM.DD.20XX Amazon has successfully positioned itself as a “Go global Act local” e-commerce giant where people can buy anything & get it delivered at any remote locations. Using the catchphrases like #AurDikhao, #ApniDukan, #Amazon Wale in its most recent campaigns in India, it has further helped them acquire a distinct space in the consumer’s mind. Amazon mainly uses the following ways of positioning: Multi-segment Positioning Adaptive Positioning
- 8. Flower of Service 8 MM.DD.20XX Order-taking Mobile App & Website Information Through Website and App Billing Invoice through registered e- mail ID Payment Credit/Debit card, Net- banking, Amazon Pay, Gift coupons, COD Hospitality Ties with excellent retailers and logistics Exceptions Problem Handling and solving Consultation 24*7 Customer Support Safe-Keeping Three Layer Packaging Mechanism
- 9. Branding Strategies of Service 9 MM.DD.20XX
- 10. Service marketing Communication Mix 10 MM.DD.20XX Online Marketing Print Sales Promotion
- 11. Service marketing Communication Mix 11 MM.DD.20XX Coupons & Gifts Price Promotion Social Media
- 12. Service Blue Print 12 MM.DD.20XX
- 13. Moment of Truth 13 MM.DD.20XX A period of time during which a consumer directly interacts with a service.” (Shostacks 1985). There is not always a parallel frontstage action for every customer touchpoint. A customer can interact directly with a service without encountering a frontstage actor, like it’s the case with the appliance delivery in our example blueprint. Each time a customer interacts with a service (via technology), a moment of truth occurs. During these moments of truth, customers judge your quality and make decisions regarding future purchases.
- 14. Queue Configuration 14 MM.DD.20XX Amazon follow Parallel lines to multiple servers because Amazon has 11 cloud regions across the world Each region has multiple sets of data centers, and there are 28 total sets across the world. Each of those has one or more data centers, with a typical facility containing 50,000 to 80,000 servers. A conservative estimate puts Amazon over 1.5 million servers globally. Approx. 2.6 billion people visit Amazon website per month
- 15. Service Scape Model 15 MM.DD.20XX Service scape is used to create an environment which results in increase in trust and purchase intentions. Servicescape related to e commerce industry are as follows: Website Design Visual appeal Relevance of information Customer interactivity Ease of payment Functionality Fastness This helps in increasing the trust in the website and increase the purchase intentions
- 16. Brand loyalty of Amazon 16 MM.DD.20XX Amazon has amazing brand loyalty. The gap between the customer expectation and the potential value is less. This is one of the reasons for customer loyalty for amazon. Amazon always kept its promise of giving best quality products and on time delivery. Amazon able to increase its revenue from 6.92 billion dollars in 2005 to 177.87 billion in 2017. Prime services have enticed an estimated 70 million-90 million people to sign up for membership.
- 17. Churn Drivers 17 MM.DD.20XX Amazon is Addictive Amazon close the sale Amazon is their One stop Shop Amazon is for Savvy shoppers
- 18. Service guarantees of Amazon 18 MM.DD.20XX Amazon follows A - to - Z Guarantee. According to this below are the service guarantees amazon gives.
- 19. Suggestions and Conclusion 19 MM.DD.20XX Customer Trust Customer Loyalty Pricing Competition Brand Recognition Sale Conversion A One-stop Solution
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