AMAZON

Group 10
MBA20010 - Aravind.S
MBA20014 - Ashok B
MBA20248 - Arun Koshy Shaji
MBA20249 - Jayant M
MBA20250 - Mayuri Bhagwan Bhambire
MBA20305 - Vivek Jiji Varghese
MBA20330 - Nikhil Juneja
MBA20359 - Harsh Kadam
MBA20361 - Priyabrata Tarai
MBA20384 - Akshay Vishnu Kishore
 Introduction

● Amazon is an American multinational

technology company based in Seattle,
Washington founded by Jeff Bezos

● The main focus of Amazon is in e-

commerce, cloud computing, digital
streaming and AI

● It is one of the big 4 IT companies in US

along with Google, Apple and Facebook

● It has an online marketplace for

electronics, software, video games,
apparel, furniture, food, toys and jewellery

● Amazon is the largest Internet company

by revenue in the world
PRODUCT PORTFOLIO
Amazon has a very diverse product
portfolio that focuses on both B2B
segments as well as the B2C
segments.

It provides the following B2B services:

● To third party retailers.
● Advertising services
● AWS
It provides the following B2C services:
● Online Stores
● Subscription Services
● Physical stores

Product line length would be 2, and depth

would be 3, based on the above
classification.
Segmentation

3 segments: 2 geographical (North America and International) and AWS.

North America: International: AWS:

1. Fastest growing segment 1. Includes internationally-focused 1. Launched in 2006,

comprising of 62% of
company’s net sales for Q2
in 2020 producing $55.4
billion. 2.
2. Source of revenue:
Subscriptions (Amazon
Prime - free shipping, and
streaming of entertainment
content).
retail for both consumer
products and subscriptions for
online stores (including export).
Has not thrived in recent years.
In Q2 2020, Net sales for the
2.
International segment was
about 25% of the company's
total net sales.
provides services
including providing
infrastructure platform
cloud services to other
businesses entities.
Consistently growing for the
last three years. Net sales
for the segment comprise
about 12% of total net sales
 Targeting
● Targeting each consumer individually
● Convert first time visitors of Amazon into long term, high value clients by
using attractive packages
● Strategic use of discounts, first order offers, promos, vouchers, gift cards, etc
to convert more clients and attract a wider audience
● Targeting middle income and upper-class individual who knows technology
and are busy in work life and have no time for physical shopping

● Customers who have access to the financial tools and technologies

● Amazon having a diverse portfolio does not restrict itself to one specific
cohort
● Prime customers are generally youngsters which drive most of the sale of
amazon
 Positioning
● Positioned as GLOCAL (Go global Act local). Using catch phrase like #AurDikhao campaign
● Low-price, extraordinary convenience, instant access, and comprehensive selection

Multi segment positioning Adaptive positioning Anticipatory Positioning

More variety of In response to changing Position when they have

products help position business environments, anticipation that revenue
in front of varied amazon periodically will increase in future,
customers. repositions its product Amazon Web service is a
and services. good example.
 BCG Matrix
HIGH Question Mark
Stars

Amazon
Video Kindle Alexa
Market Growth Rate

Amazon
Music

Dogs Cash Cows

Retail AWS
Markets
LOW

LOW Relative Market Share HIGH

 SWOT ANALYSIS
STRENGTHS OPPORTUNITY
1. Diverse business portfolio 1. Penetration into developing countries
2. Strong Brand Name 2. Establishing more no of physical store
3. Good Brand Valuation 3. Expanding Amazon own brand product
4. Differentiation & Innovation portfolio
5. Global presence 4. More innovation and digitisation

WEAKNESSES THREATS
1. Easily imitable business model 1. Aggressive competitors like flipkart,
2. Low Margins snapdeal and ebay.
3. Over dependence on Distributors 2. Government Regulations
4. Limited Physical Stores 3. Economic Recession
 Social Media Marketing

3 million followers. 29 million followers.

Amazon primarily uses the account to
humorously engage with its followers. Amazon uses the webpage for company
updates & product promotion
Apart from its official account it manages
other accounts constantly marketing its Amazon follows video strategy to promote
products & interacting, helping its all its products in facebook.
customers.
 Social Media Marketing
2.8 million Followers
Amazon uses it to interview
artists and authors &
product promotion through
video content
It gives option to swipe up
to purchase their music,
books or other items on
Amazon.
Amazon groups a selection
of its best products in
several thematic lifestyle
buckets such as Back to
College or In the Kitchen to
attract different consumer
groups back to its own
product listings.
Certain selected social media
influencers create their own
“storefront” on the
Amazon platform giving
them a commission. This
added incentive redirects
traffic from their social media
pages on to the Amazon
universe.
 Consumer
Delivery Option Experience
Physical Option Return Options

● Free Shipping ● Entered brick and

● Ease of returning
● Amazon lockers for mortar business
through Amazon Go the items
easy pickup from a ● Amazon also
and Amazon
chosen place Bookstores started
partnering with
Ordering Options ● “Amazon Fresh” & kohls to put
“Amazon return kiosks in
Restaurants” for select locations
● One-click ordering
delivery of groceries to make the
and “Dash” buttons
and meals physical drop
for the ease of
respectively
purchase using pre-
set options
 Consumer
Digital Service
Experience
Experience
Product Experience Product
Education
● Searchability -
Search according to ● Reviews and ratings
● App - One of the
different categories provide actual
easiest ways to
Brand, Average information about
access,especially for Customer Review,
Prime Day. product performance
Price, and availability ●
● Social Media - A handy recommender
● Artificial Intelligence
Amazon monitors system based on terms
Intelligent products,
the @AmazonHelp searched for and
like Alexa introduced
Twitter handle seven products bought
in November 2014.
days a week in together to find a
seven languages. product that best fit
their needs
THANK YOU

CREDITS
Slidesgo
https://www.talkwalker.com/
https://www.amazon.in/