Amazon began in 1994 as an online bookstore founded by Jeff Bezos with a vision of building a digital "superstore" with an exhaustive selection that customers would value. Since then, Amazon has expanded into many other product categories and grown tremendously, becoming the world's largest online retailer. It derives its strengths from its cost leadership strategy, brand recognition, and superior logistics network. However, it also faces weaknesses like losing focus as it diversifies and operates on thin margins. Opportunities for growth include expanding payment services, private labels, product selection, and global footprint, though threats include data privacy concerns, legal challenges, and local competitors.

1. Ana Barrera Consumer Behavior Ms. Davilla 9/5/2017

2. Content of the Analysis
• Website Description
• Consumer Segmentation
• Delivery and Excellence
• Marketing & Promotion Strategy
• Perception
• SWOT Analysis
• Insight and Conclusion

3. Amazon.com a digital shop around the corner

4. Amazon.com a digital colossus

5. Amazon.com Vision
From 1994, Jeff Bezos knew he could create a retail website
that would not have the limitations physical businesses
encounter.
“You could build a store online that simply could not exist in
any other way. You could build a true superstore with exhaustive
selection; and customers value selection.” Jeff Bezos

6. Amazon.com Timeline
A
Amazon floats on the Nasdaq
in NY, market capitalization of
$438m. Launces in Amazon
UK
1997
Expands into CD and DVD’s
1998
Expands into toys
and electronics
1999
Launches a marketplace.
2000
Launches Amazon Web
service, its cloud computing
platform
2002
Amazon Prime is launched
2005

7. Amazon.com Timeline
A
Launches Kindle e-book
reader
2007
Amazon Games launches
2008
Amazon Studios
launches to create
original TV content
2010
Echo, Amazon voice-
activated device launches
2014
Celebrates 20th birthday with
market capitalization standing in
excess of $245bn
2015
Amazon bought Whole
Foods.
2017

8. All these companies belong to Amazon

9. Amazon is also:

10. Amazon:
Has had one of the
fastest growths in
the internet’s
history

11. Amazon Web Services drives these companies

12. Amazon Consumer Segmentation
Demographic Segmentation
- People with Access of Internet
- Age Group of 25 to 50 years with 45% of
online buyers being in the age group of 35
to 49
- More Focus increasing towards younger
audience
Psychographic Segmentation
- Focuses on Personalization and customer
Loyalty
- Keeps a modern and Dynamic image by
redesigning the website frequently
- Quality customer care to develop long term
relationship with customer.
- Recommend and suggest products that the
customer has liked in the past rather push
new things or suggestions
Geographic Segmentation
- Appeal to all over the world
- Sell Digital where physical is difficult
- Focuses on developed areas and slowly working on
getting the rural area audience by focusing on
application sale since better penetration of smart
phones in rural India than laptops
Situational Segmentation
- Most online purchases done for convenience
- Keeps adding new categories to attract new customer
- New Lightening deals every day, Every Hour - Low
pricing a major factor for online purchase

13. Delivery and Excellence

14. Jeff Bezos 3 Big Ideas

16. Amazon Began with Books

17. Amazon need to get big fast

18. Fulfillment Centers Delivery

19. THREATS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
22%
S
W
O
T

20. STRENGTHS
S
- Being the world’s leading online retailer, Amazon derives its strengths primarily from a three-pronged
strategic thrust on cost leadership, differentiation, and focus. This strategy has resulted in the
company reaping the gains from this course of action and has helped its shareholders derive value
from the company.
- Amazon primarily derives its competitive advantage from leveraging IT (Information Technology) and
its use of e-Commerce as a scalable and an easy to ramp up platform that ensures that the company
is well ahead of its competitors.
- One of the key strengths of Amazon is that it enjoys top of the mind recall from consumers globally
and this recognition has helped it enter new markets, which were hitherto out of bounds for many e-
Commerce companies.
- Using superior logistics and distribution systems, the company has been able to actualize better
customer fulfillment and this has resulted in Amazon deriving competitive advantage over its rivals.

21. WEAKNESSES
W
• In recent years, Amazon as part of its diversification strategy has been “spreading itself too thin”
meaning that it has allowed its focus to waver from its core competence of retailing books online and
allowed itself to venture into newer focus areas. While this might be a good strategy from the risk
diversification perspective, Amazon has to be cognizant of losing its strategic advantage as it moves
away from its core competence.
• As Amazon offers free shipping to its customers, it is in the danger of losing its margins and hence,
might not be able to optimize on costs because of this strategy.
• Considering the fact that Amazon is an online only retailer, the single-minded focus on online retailing
might “come in the way” of its expansion plans particularly in emerging markets.
• One of the biggest weaknesses and something that has been oft commented upon by analysts and
industry experts is that Amazon operates in near zero margin business models that have severely
dented its profitability and even though the company has high volumes and huge revenues, this has not
translated into meaningful profits for the company.

22. OPPORTUNITIES
O
- By rolling out its online payment system, Amazon has the opportunity to scale up considerably considering
the fact that concerns over online shopping as far as security and privacy are concerned are among the
topmost issues on the minds of consumers. Further, this would improve the company’s margins as it lets it
reap the advantages of using its own payment gateway.
- Another opportunity, which Amazon can capitalize on, relates to it rolling out more products under its own
brand instead of being a forwarding site for third party products. In other words, it can increase the
number of products under its own brand instead of merely selling and stocking products made by its
partners.
- Amazon can increase the portfolio of its offerings wherein it stocks more products than the norm currently
which places it in a position of strength and comfort as this can translate into higher revenues.
- The fourth opportunity, which Amazon has, is in terms of expanding its global footprint and open more
sites in the emerging markets, which would certainly give it an edge in the uber-competitive online retailing
market.

23. THREATS
22%
T
- One of the biggest threats to Amazon’s success is the increasing concern over online shopping because of
identity theft and hacking which leaves its consumer data exposed. Therefore, Amazon has to move quickly to
allay consumer concerns over its site and ensure that online privacy and security are guaranteed.
- Because of its aggressive pricing strategies, the company has had to face lawsuits from publishers and rivals in
the retailing industry. The obsessive focus on cost leadership that Amazon follows has become a source of
trouble for the company because of the competitors being upset with Amazon taking away the business from
them.
- Finally, Amazon faces significant competition from local online retailers who are more agile and nimble when
compared to its behemoth type of strategy. This means that the company cannot lose sight of its local market
conditions in the pursuit of its global strategy.

24. 2017 Insights – Click for Video

25. Reference
• Amazonwhitepapaer, www.fabernovel.com
• www.Amazon.com

26. Thank you!