Amazon
Amazon
History
• AmazonFresh
• Amazon Prime
• Alexa
Subsidiaries
Marketing
1. It freely offers products and services.
Market
Specifically, the online retail giant sells almost 120
million products, appealing to the needs and wants of
a wide range of customer segments.
Demographic segmentation
Age: people aged from 18-year-old.
Gender: both males and females.
Life cycle stage: single, full-nest, empty-nest or solitary
survivor people segmented by classic family life cycle.
Behavioral segmentation
Loyalty: ‘Hardcore’, ‘softcore ‘switchers’.
Market
Benefit: products assortment, convenience competitive prices.
Personality: easy-going, determined, ambitious.
User status: non-users, potential, first-time, regular or ex-
users.
Strategy I.
II.
Market-oriented pricing strategy
3
• Phygital – Amazon
4
Go
Right place Right time
• Sophisticated information technology
• Extensive network of warehouses
Supply Chain • Excellent transportation
Management • Outsourcing Inventory Management and
Insourcing Logistics
• Distribution channel works on the system of
commission and credit system
• Products are easily accessible from pretty much
SCM products
• Amazon offers branded lines in everything from
Manufacturing
household products to pets to babies
• Allows Amazon to own the whole lifecycle of
its products – from creation to marketing to
storage to shipment.