The document is a comprehensive case study on Amazon, detailing its history, growth strategy, and business model. It highlights Amazon's customer-centric approach, marketing strategies, and expansion into various product categories, establishing its identity as a trusted brand. Additionally, it discusses factors like pricing strategies, shopping technology, and consumer engagement that contribute to Amazon's success in e-commerce.

1. Amazon case study
By Rajnandini Singh

2. content
• Introduction
• Logo
• Mission, vision, values
• Objective, core value proposition and strategy
• Brands related to amazon
• Building of amazon
• Reason behind growth

3. Continued……
• Expansions
• Focused Area
• Business Model Canvas
• Amazon work
• Value chain
• Increasing consumer-seller base
• Brand identity

4. Continued……
• Segmentation
• Marketing plans and strategies
• Pricing strategies
• Shopping cart technology
• Consumer handling complaint
• How log people spend time on Amazon?
• SWOT analysis
• conclusion

5. Amazon
Amazon is an American multinational technology
company based in Seattle that focuses on e-
commerce cloud computing, digital streaming,
and artificial intelligence. It is considered one of the Big
Four tech companies, along with Google, Apple
and Facebook. Amazon is known for its disruption of
well-established industries through technological
innovation and mass scale. It is the world's largest online
marketplace, AI assistant provider, and cloud
computing platform, as measured
by revenue and market capitalization

10. Building of amazon
• Bezos had vision of making Amazon earth’s biggest book store.
• Amazon was positioned as customer centric company
• Gave unique shopping experience to the customers.
• To promote goodwill Amazon upgraded many of its order to priority
shipping.
• Shipping at no-extra cost.

11. Reason behind growth
• Words of mouth such as testimonial from satisfied customers and
media stories.
• It had top of mind awareness amongst the customer looking to buy
online products.
• Trusted brand.
• 60% orders from the repeated customers.

12. Expansions
Categories
• Expanded after the success of
book selling.
• Expanded in different product
categories.

13. Focused Areas
• Community
• Engagement
• Relevance
• Convince

18. Brand identity

19. Segmentations

20. Marketing Plans(offline)

21. Marketing plans(online)

22. Marketing strategies
1. Its feely offer products and services.
2. It uses customer-friendly interface.
3. It scales easily from small to large.
4. It exploits its affiliate’s product and services.
5. It uses existing communication system.
6. It utilizes universal behavior and mentalities.

23. Pricing strategy
strategies
• Consistently lower price.
• Maximized long term profit by
increasing market share.
• Lowered cost through economies of
scales
features
• Pre-ordered price for guarantee- ‘for
the items to be launched recently’.
• No post order price match.
• No price match with other retailors.
• Most recent price for items in shopping
cart.
• Display price is the full retail price
(excluding shipping).

25. Shopping cart technology

27. How long people spend time on Amazon?
“ Holds the customers and keep them coming back”
Measurements
• Time spent at the website.
• Number of visits per person.
• Number of pages viewed

30. References