case study

1. Group-3
Rushikesh Kale-08
Ikram Vora-26
Harshali Panchal-41
Kamlakar Ghogale- B33

2. The Amazon logo was created to represent the message that
it sells everything from A to Z (the arrow connects the two
letters) and also represents the smile that customers would
experience by shopping on theAmazon.com Web site (the
arrow becomes a smile).

3. Company Overview
 Amazon.com, Inc. (NASDAQ: AMZN) is an American-based
multinational electronic commerce company.
 Headquartered ---Seattle, Washington.
 America's largest online retailer.
 Jeff Bezos founded Amazon.com, Inc. in 1994 and launched it
online In 1995. It started as an online bookstore.
 With 2.5 million titles, it became the “Earth’s Biggest
Bookstore”.

4. Case Study

5. Q1: How did Jeffrey Bezos build
the “Amazon.com” brand?
 Bezos had vision of making Amazon as Earths biggest book
store.
 Amazon was positioned as customer centric company
 Gave unique shopping experience to customers
 To promote goodwill Amazon upgraded many
of its order to priority shipping
 Shipping at no extra cost.

6. Q2: What were the reasons for
Amazon.com ’s early growth?
 Word of mouth such as testimonials from satisfied customers
and media stories.
 It had top of mind awareness amongst the customer looking
to buy products online.
 Trusted brand
 60% of orders were from repeat customers

7. Q3: How did Amazon.com expand
their business further?
 Expanded after success of bookselling
 Expanded into other product categories
 Established sister sites in United Kingdom, Germany, France,
Spain, Japan, Austria.

8.  Extended Products:
 CD’s
 Videos
 Gifts
 Baby Products
 Electronics
 Kitchen and Housewares
 Tools and hardware
 Toys
 Barbecues

9. Q4: What are your comments on Advertising
spending of Amazon.com during 1998 and
then in 1999? What prompted them to
increase the spending on Ads so drastically?
 Spent $50 million on series of holiday themed
advertisements
 Expanded product categories
 Started expanding globally
 Company’s intension of providing “the earth’s biggest
selection”

10. Summary
Amazon is 10 years ahead of the curve and even leads
strongly data-centric companies like Walmart. Amazon was
built upon Jeff Bezos' vision and the four pillars of success:
 Customer Centricity
 Continuous Optimization
 Culture of Innovation
 Corporate Agilit