《Marketing Plan For Amazon》.docx

Marketing Plan For Amazon.Com Marketing Plan for A Executive Summary A has a leading edge in the e-commerce world. It has a strong competitive advantage. However, as with many online retailers, there are certain aspects of conducting business over the web that creates difficulties and the need of marketing planning. This marketing plan consists of environmental scan, customer behavioural patterns, current segment market, marketing strategies and recommendations in strategies. 2) Introduction A is the largest online retailer. The company opened its virtual doors in July 1995 by Jeff Bezos in Seattle. Since then it has enjoyed rapid expansion in all aspects of its operations, including business turnover, and a spectacular rise in share value since public floatation in 1997. A sells only on-line and is essentially an information broker. A has constantly growing database of over 12 million customers in more than 160 countries. A is the place to find and discover anything customers want to buy online. They have earths biggest selection of products, including millions of books, free electronic greeting cards, online auctions, videos, CDs, DVDs, toys, games, electronics, kitchenware, computers, and more. 2.1) Competitive position - A is the biggest on-line international retail store in the world - Strong in-house internet technology with excellent offline customer services - A huge database of loyal customers - base of over 12 million shoppers - The company has grown to a massive online superstore with recent sales of $1.64 billion in 1999, an increase of 270% from the previous years sales - A has a very powerful position in the media industry. - A is use the Internet to transform book buying into the fastest, easiest, and most enjoyable shopping experience possible. Market share of online book business 2.2) Amazons mission - To become the largest selection of select retail categories A seeks to be the worlds most customer-centric company, - To provide the best shop