Amazon marketing plan

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Amazon marketing plan

  1. 1. I- AMAZON.COM  HISTORY  SWOT ANALYSIS II- WHY BUY AMAZON’S SHARES ?  PRODUCTS & SERVICES  FINANCIAL SITUATION
  2. 2. Our Company  A multinational electronic commerce company  Based in Seattle, Washington  Incorporated in 1994 by Jeff Bezos (online in 1995)  trading under the NASDAQ stock exchange symbol AMZN (since 1997)
  3. 3. HISTORY OF THE COMPANY Origin of the name “Amazon” • An online bookstore which diversified : DVDs, CDs, software, MP3 downloads, video games, electronics, apparel, furniture, food, toys, and jewelry. • Amazon MarketPlace (2003) & Kindle (2007) •
  4. 4. A MULTINATIONAL ECOMMERCE COMPANY In 2012 :  51,300 people worldwide  specific sites : United Kingdom, Germany, Canada, Japan, China, France, Italy and Spain 
  5. 5. SWOT ANALYSIS S W TRENGTHS EAKNESSES Internal factors O PPORTUNITIES T HREATS External factors Positive Negative
  6. 6. SWOT ANALYSIS S W O T Strengths            Leader of the e-commerce Research and development Skilled workforce Wide range of products Customer-base of above 30 million people Effective communication Customer relationship management Customer’s loyalty Amazon MP3 Kindle Delivery and shipping
  7. 7. SWOT ANALYSIS S W O T     Weaknesses      Decline of the sales volume Delivery Logistics No physical presence Brand image Maintenance of the systems Outsourcing Low profit margins / low cash flows Weak performance in China
  8. 8. SWOT ANALYSIS S W O T Opportunities  Online retail pioneer : Marks& Spencer  Public sector collaborations : British Library ,London, 2004  Market penetration in China : Joyo.com in 2004  Amazon’s plans : Junglee.com as a marketplace, India  “Greener” Delivery Option  2010 : Amazon Application in Facebook  Amazon adds corner stores to delivery options
  9. 9. SWOT ANALYSIS S W O T Threats  Differentiate the brand from its competitors  International competition  Higher transportation costs  Seasonal products  Launch of Apple’s iPad
  10. 10. SWOT ANALYSIS S W O T Threats  $259  Grey & Black Screen  $ 499 with a color touch screen  More functions : surfing the web, playing videos & games etc…
  11. 11. THE PRODUCTS        2 million items for sale (books & CDs) 360 000 rare books 1,2 million English books High Tech products Wines Travels Insurance contracts
  12. 12. THE SERVICES         Purchase advice Free delivery from €20 Return of a parcel Special prices Gift token To sell products online Security Similar books suggestion
  13. 13. COMPETITORS VS
  14. 14. Ebay is a « souk » Problems:  Fraud & phishing  Professional retailers  Expensive postage and fees  A bad customer service  Contacts with sellers 
  15. 15.    « Outlet in your home » Only retailers Quality BUT too expensive
  16. 16. AMAZON’S FIGURES Indicateur Turnover Operating result 2007 2008 2009 2010 2011 11 481 132 14 832 988 18 968 052 26 471 226 37 207 844 506 918 651 642 873 757 1 088 134 667 120 Taxes 142 401 191 158 195 802 272 420 225 211 Net earnings 368 386 499 179 698 077 891 558 488 344 Percentage of the turnover 3,20% 3,40% 3,70% 3,40% 1,30%
  17. 17. Details 40,000,000 35,000,000 30,000,000 25,000,000 Turnover Operating result Taxes Net earnings 20,000,000 15,000,000 10,000,000 5,000,000 0 2007 2008 2009 2010 2011
  18. 18. Variations of the results 1,200,000 1,000,000 800,000 Operating result 600,000 Net earnings 400,000 Percentage of the turnover 200,000 0 2007 2008 2009 2010 2011
  19. 19. How to explain this decrease ? Recent investments Is it judicious to buy Amazon’s shares ? …
  20. 20. Variations of exchange rates by period of time GOLD Period AMAZON Variation Period Variation NASDAQ Period Variation 3 years 56,81% 3 years 78,66% 3 years 34,86% 1 year -2,30% 1 year 7,14% 1 year 10,80% January 1st 10,62% January 1st 30,74% January 1st 11,50% 6 months 8,90% 6 months 1,49% 6 months -1,02% 1 month -1,82% 1 month -9,82% 1 month -5,23% 1 week 3,17% 1 week -2,63% 1 week -2,59%
  21. 21. Variations of exchange rates by period of time 90.00% 80.00% 70.00% 60.00% 50.00% GOLD AMAZON NASDAQ 40.00% 30.00% 20.00% 10.00% 0.00% -10.00% -20.00% 3 years 1 year January 6 months 1 month 1st 1 week
  22. 22. It is judicious to buy Amazon’s shares Highly-reliable stock Profitable at mid and longterm Enjoy current low rates Maximize your profits

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