simple case study attempted under the guidance of Prof Sameer Mathur of IIM Lucknow

1. The Story of how
an online
bookstore
became a global
marketplace By Sujit
Joshiee
MIT,Manipal

2. Amazon was founded by Jeff Bezos
in 1995 as an online bookstore which
ironically enough owned no books of
its own.
Creates personalised
storefronts by providing
useful information.

3. Readers could review
books and rate them on a
one to five rating scale.
The company’s personal
recommendation service aggregated
buying pattern and suggested books
to the buyers. Following this, the
buyers could make purchases with a
single click.

4. Diversification of
Amazon products
Within 5 years of its operation as
an online bookstore, the company
decided to diversify its product
line and include more products in
its inventory

5. Diversification of
Amazon products
The first line of
diversified products
included :
Music CDs and
DVDs

6. Diversification of
Amazon products
Electronics and
Video Games

7. Diversification of
Amazon products
Toys and Gifts

8. Diversification of
Amazon products
Videos on
Demand :
In 2007, they
launched videos
on demand which
basically allowed
the consumers to
rent or purchase
video material.
Amazon MP3 :
Later that year it
introduced Amazon
MP3 which has
participation from all
the major labels.

9. Diversification of
Amazon products
Kindle
Amazon’s most successful
product launch was the kindle.
It was launched in 2009 and
since then has been the
company’s best-selling
product.

10. Diversification of
Amazon products
Features of Kindle:
1.Delivers hunderds of
books, magazines,
blogs, newspapers in
a matter of seconds.
2.It is as thin as a
magazine and as light
as a paperback.

11. Diversification of
Amazon products
The company has successfully
established itself as the biggest
online retailer in the world by
enabling merchants to sell all
kinds of items on the site.

12. Integrated Marketing
Channel
AMAZON derives 40% of its
sales from “ASSOCIATES”
who refer consumers to
AMAZON
Largest Online Retailer that
enables a number of brands
to sell their items.

13. Integrated Marketing
Channel
AMAZON launched aStore that allows Associates to create an
AMAZON operated online store without any programming
knowledge

14. Why is Amazon
more successful?
1. Willingness to build a
loyal consumer base by
keeping their best interests
in mind
2. Maintaining
competitive low prices
throughout product
expansion.

15. Why is Amazon
more successful?
2. Willingness to invest in
new technology
4. Efficient Marketing
channel

16. What Next For
Amazon?
1. Since the company is
determined to evolve
technologically, they should
invest in cloud computing
which is certainly the
technology for the future.
2. Quicker delivery services by taking
delivery under its wing and not
outsourcing it.

17. What Next For
Amazon?
3. Bring up a new
application specific product
like Kindle. It should cater
a particular application in
the best possible way.
4. More technologically
advanced delivery
services.

18. Conclusion
Conclusion
Since the inception of the
company, Jeff Bezos always
envisioned it to be a global
market place. He wanted to
sell everything to everyone
through Amazon.com

19. Conclusion
Conclusion
The company continues to
invest in technology and is
focused on long term growth.
Amazon has time and time
again successfully reinvented
itself to be able to cater to
more than 244 million
customers worldwide.

20. Summary
1.
1.Introduction
2.Diversification
3.Establishing
Marketing Channel
4.Reasons for Success
5.What next ?
6.Conclusion

21. Disclaimer
Created by Sujit Joshiee, MIT Manipal,
during a marketing internship by Prof.
Sameer Mathur, IIM Lucknow