UNIVERSITY OF FINANCE-MARKETING

MARKETING MANEGEMENT
AMAZON

- Members:
Lê Thị Minh Thư – 2021001583
Cao Mỹ Nhi – 2021007561
Nguyễn Thị Thúy Duy – 2021000123
Nguyễn Hoàng Ngân – 2021006508
- Class: CLC_20DMA03

Ho Chi Minh City, 2020

 Member Contributions

No Name Student code Contribution

1 Lê Thị Minh Thư 2021001583 25%
2 Cao Mỹ Nhi 2021007561 25%
3 Nguyễn Thị Thúy Duy 2021000123 25%
4 Nguyễn Hoàng Ngân 2021006508 25%
1. Why has Amazon succeeded online when so many other
companies have failed?
One reason Amazon.com has succeeded where other online companies have
failed is due to its customer-centric focus. According to founder and CEO Jeff
Bezos, his goal has been, and continues to be, "make customer service the
cornerstone of Amazon.com". This customer-centric focus entails practicing
direct marketing by recognizing a customer that comes back to shop at
Amazon.com. When the customer signs into the website, a cookie previously
added on their first trip, recognizes them and tailors the pages they see based on
their last shopping experience. It is almost like getting a personal shopper, only
you get everything laid out in front of you with a full review to see if you like
it.

Another reason for Amazon's success is its Amazon Prime service. Amazon
Prime service includes: Great deals, affordable prices, free 2-day shipping,
access to Amazon Prime Video, etc. Besides, Amazon Prime also gives you
great deals, exclusive deals. permission. permission. permission. permission.
Amazon Prime Day rights and many other exclusive deals. Amazon Prime
offers the ability to stream thousands of movies and TV shows for free, and
most importantly, free two-day shipping on most Amazon purchases. The
service usually costs $79 annually, though it's cheaper for college students ($39
annually, after six months free). Amazon Prime subscriptions make customers
buy more, up to 150% after they become a Prime member. Not only did
subscribers order more often, but after paying the $79 fee, they started buying
things at Amazon that they might not have had before. The real result of a
Prime membership is to get subscribers to stop shopping anywhere else. And
when they spot something they like on another retailer's website or in a store,
Prime members have the ability to see if Amazon sells the item. Chances are,
Amazon does, the price is the same or higher, and of course, two-day shipping
is free.

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2. Will the Kindle revolutionize the book industry? Why or why not?
It can be said that Kindle is revolutionizing the book industry, but not
completely. Because there are still many people who prefer paper books to
ebooks. However, the Amazon company is still taking new ways, developing
more features to help their Kindle reader grow more and more to be able to
capture more market share than paper books.
In 2007, Amazon introduced its first Kindle. The first Kindle was big, had a
physical keyboard and only 250MB of internal memory for a very expensive
price: $399. However, all the goods were sold out within 6 hours of opening for
sale and remained scarce until April next year. At that time, Amazon was
having a vision of something very different, very new, and had a big impact on
the future of the company.

As the product that started a hardware empire, the Kindle proved an important
truth: users will always love high-quality products that are useful, even though they
seem meaningless on paper. This will be an important guideline for Amazon in the
future.

These are the things that make Kindle successful:

- First, Amazon has chosen a very clear goal to invest in development and
thereby minimize the selling price to users.

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 - Next, the Kindle is "single-task" but does its single task at a very good level:
the e-link screen allows for pleasant reading, the battery is measured in
weeks, and the ability to sync via the cloud helps. you download books and
copybooks easily without a USB. Kindle Keyboard with emailing with PDF
or epub attachments to a Kindle address: the attached book is automatically
converted (converted) to a compatible format.
- Kindle's greatest success is its ability to change users' usage habits. E-
readers have now become commonplace, and when we talk about e-readers,
we mean Kindle.

=> Overall, Amazon Kindle is growing step by step. Amazon has given people a
fast, convenient, and affordable way to get books, as well as cutting-edge media.
By getting the Kindle into the hands of as many people as possible at a low price,
Amazon has taken control of the e-book market and become the go-to place to buy
content.

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3. What’s next for Amazon.com? Is cloud computing the right
direction for the company? Where else can it grow?
Amazon offers a wide variety of products and has many businesses. They
were originally an online book sales company. It created a huge customer base
there and now they have expanded their business to other products and now
Amazon is a very big company.
If we talk about Amazon's next move there is a lot of anticipation going on.
The company's most recent move was to invest $13.4 billion in the fast-moving
consumer goods industry.
The prediction is that the company can buy some big giants like FedEx, UPS,
etc. to increase their delivery network. This will help the company distribute
FMCG products from these companies and will cut down on competition.
Another prediction is that it might be in communication where software could be
developed to dial international calls at a cheaper rate.

Cloud computing is the right direction for the company and the company is
doing very well here. The company's cloud computing is ranked by Forbes as
the most secure website.
Today, Amazon controls 33% of the cloud computing market, leaving
closest competitors like Microsoft (20%) and Google (9%) "breathing". This
means that 1/3 of the Internet is running on Amazon's AWS.

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 Cloud computing revenue reached 12 billion USD and profit was 3 billion
USD. Expectations are $10 billion but the company is growing more than
expected.
If we take revenue as a benchmark, we can say that Amazon's web services
are on the right track.

The company should do their campaign in other countries as well regarding their
cloud computing. This way they can grow more.

-------THE END------
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 Refers
1. https://vietnambiz.vn/loi-qua-hoa-hai-dien-toan-dam-may-khien-internet-
the-gioi-phu-thuoc-vao-mot-cong-ty-20210610181607949.htm
2. https://academhelper.com/3-whats-next-for-amazon-com-is-cloud-
computing-the-right-direction-for-the-company-where-else-can-it-grow/

3. https://genk.vn/co-the-ban-chua-nhan-ra-amazon-dang-tro-thanh-de-che-
phan-cung-cuc-ky-thanh-cong-nhu-the-nao-
20160514235507243.chn?fbclid=IwAR3majsY_Wgd_nayCwNJBkn0UkEj4
1d2abYomsYdP2KRO0Vo6cDlnfe4lFg
4. https://www.chuyendoi.so/2019/01/amazon-dang-thay-doi-hoan-toan-nganh-
ban-le-amazon-disrupt-digital-transformation-
retail.html?fbclid=IwAR0vgomJnORw0jAya3a3x50L-
wmL5i42DzhhgDWlepQVt1ExE8uMpt_rWGU
5. https://www.termpaperwarehouse.com/essay-on/Why-Has-Amazon-Com-
Succeeded-Online/205688