Swot Analysis Of Amazon

916 Words4 Pages
Product: Positioning and innovation When Amazon.com started his business of selling books online in 1995, it occupies a challenger position. Its success lies primarily in its offer: a trusted site, ergonomic, offering quality products and services at very attractive prices. The great strength of Amazon.com is to have been present from the beginning of the Internet and so enjoy a pioneer height advantage on all products it sells previously rare on the Internet. In short, a new player appeared on the market in the right place, where no other existed before, at the right time, since it offers a solution tailored to consumer’s expectations and technological scope (Internet democratization). Amazon positioning is justified by a series of innovations…show more content…
In addition to highly sophisticated infrastructures and a deep assortment needed to complete this objective, Amazon relies heavily on the relationship customer’s service through the use of data of its customers. Amazon.com uses this data after analysing them to derive typical profiles of its customers and thus offer their personalized offers (one to one marketing). But the Amazon customer’s relationship tools coupled with ease of use of the website by users prove daunting and lead to a number of visitors and increased orders. We also know that the target of Amazon.com evolved a little bit. Indeed, the shoppers targeted by the company were early majority Internet shoppers, college students, price conscious shoppers. Now, we can add late majority Internet shoppers with the development of the Internet and the Globalization…show more content…
The first strategy analysed is the market penetration also called consolidation. This strategy consists in increasing the attractiveness of the company with customers in order to increase the number of purchases by diverting customers from competitors. The second type of strategy is the extension of the market. It is to increase sales of the company by introducing the company's current products into new markets. But this strategy can also occur when a company develops new products using new methods of communication or distribution to capture new market segments. The third strategy is the development of new products. The company therefore seeks to increase sales by launching new products in its current markets. She can choose to modify existing products or create and develop new products. Finally, the last strategy is the diversification by introducing new markets, achieving the transfer of skills in different markets or introducing new activities addressed to the current company’s
Open Document