E-commerce

Lecturer: Phạm Hồng Thanh

GROUP
A
Ngô Thị Bạch Mai
Nguyễn Phan Nhật Vy

Đặng Quỳnh Như Nguyễn Thị Quỳnh Như

COMPANY
OVERVIEW
Amazon is an American multinational
technology company which focus on e-
commerce, clould computing, digital streaming
and artificial intelligence
 Headquarters: Seattle, Washington, U.S
 Founded: July 5, 1994
 Founder: Jeff Bezos
 Products: sell anything from subsidiary
company, core business model base on e-
commerce
 Services: Amazon.com, A9.com, IMDb,
Amazon Kindle, Amazon Web Services
(AWS)
 Website: Amazon.com
Alibaba is a Chinese multinational
technology company specializing in e-
commerce, retail, Internet, and
technology
• Headquarters: HangZhou
• Founded: June 28, 1999
• Founder: Jack Ma
• Products: E-commerce, cloud
computing,…
• Services: Alibaba.com. AliExpress,
Alipay, TaoBao, Tmall,…
• Website: AlibabaGroup.com
 01 Mission
Serve consumers through online
and physical stores and focus on
selection, price and convenience
03 Value
• Customer Obsession
• Ownership
• Invent and Simplify
• Learn and be curious
• Hire the best
• The highest standards
• Think big
• Bias for action
• Earn trust
• Deliver results
02 VISION
Our vision is to be earth’s
most customer-centric
company, to build a place
where people can come to
find and discover anything
they might want to buy
online
04 LOGO
Beginning at the “A” in “Amazon” and ending at
the “Z”, this design element of the Amazon logo is
meant to portray the message that Amazon sells
everything from “A” to “Z”
 02 VISION
01 MISSION
To build the future infrastructure
To make it easy to do business of commerce. We envision that
everywhere our customers will meet, work
and live at Alibaba, and that we
will be a company that lasts at
03 Value least 102 years

Customer first, trust, change –
minded, performance, and time
- conscious
04 LOGO
The logo’s focal point is the large letter “a” in lowercase,
with the outline of a human face inside it. The face
supposedly depicts a satisfied customer, as indicated by
the wide grin. Below this emblem is the word
Alibaba.com, with the letters in a smaller size.
Market segmentation
 Alibaba is dominating the
Amazon currently has 16
market in China
markets: USA, Canada, UK,
International Marketplace:
Germany, France, Italy, Spain,
USA, UK, EU, Canada,
India, Japan, Australia, China,
India, South East Asia,
Brazil, Mexico, Turkey, UAE
Australia, Middle East,
and Singapore
South Ameica

Amazon accounts for Alibaba leads the Chinese

nearly 39% of US e- e-commerce market in
commerce retail sales terms of transaction size
(about 50% market share)
COMPETITORS
 Alibaba's top
Amazon's top competitor in
competitor in the Chinese
the US market market
Competitive
advantage
 SWOT

s
• Application of information
technology
• Top remembered by consumers
globally • Growing interest in
online shopping
• The company faces
events from publishers

• Strategic diversity
• Operates in business
W T and competitors in the
retail industry

O
models with near-
zero margins • Extend scale when
deploying the online
model
• Expand its reach globally
and open more sites
Concentration Strategy

Low Cost Strategy

Differentiation Strategy
 SWOT

s
• Operational scale China
• 58% market share in China and the
nearest rival is 22%
• Increased competition in
general
• The stability of the
economy

• No limit on the
number of merchants
W T
O
who cooperate with
the company • Investment and needs of
• Great discount e-commerce portals
• Modeling based on
synthesis
Positioning Strategy

Demographic
segmentation

Marketing Strategy
 Alibaba business model is
Amazon was originally an e-
established on the platform of
commerce platform, but now
providing free market through
combines entertainment, music,
Taobao
cloud computing, delivery, and
more

Amazon is the automation For Alibaba, the supplier-

marketplace of the fields, in customer relationship in the
which people just need to marketplace is providing
join and get the product added value through the
buying experience

The business model at Amazon is set Alibaba connects people

up in such a way that the company to "international trade
sells goods directly to consumers, issues" through the
with manufacturers listing their items cheapest manufacturing
on the website. companies in the world
 • Amazon sells directly
to consumers with both
new and used products, • Alibaba is a
Target shows the diversity of middleman between
products and customers buyers and sellers.
Audience • Amazon’s target market • Alibaba has a
is middle and upper- diverse range of
class consumers, aged goods showing a
between 18-44, 60% of wide range of
Amazon’s target market customers
are from the United • The customer
States segment is mainly
• Amazon seeks to target Chinese
a customer base that
has access to and
frequently visits the
internet
• Often touted as the largest online retailer in the
world, Amazon operates a business model with
many moving parts. A percentage of products
are offered to buyers through Amazon's online
store with a small markup, and inventory is kept
within the company's extensive network of Alibaba acts as a middleman between buyers and
warehouses. sellers online and facilitates the sale of goods
between the two parties through its extensive
• In addition to direct sales, Amazon provides a network of websites. Operates as a fee-free
marketplace where neither sellers nor buyers are
platform for other retailers to sell products to
buyers. Although Amazon does not charge its DISTRIBUTION assessed a fee for completing transactions. Rather,
retail partners a fee to list items for sale, the sellers pay to rank higher on the site's internal
company retains a portion of the sale price as a search engine, generating advertising revenue for
commission. Alibaba that resembles Google's core business
model.
• Amazon also maintains a subscription-based
business model through its Amazon Prime
service, as well as a small line of electronics
products. Under Prime accounts, customers pay
an annual fee to guarantee free two-day or same-
day shipping on eligible items and get access to
streaming media, such as digital music. digital
or film.
 E
• Alibaba doesn't strictly regulate

F E
charging, as evidenced by their free
Taobao site. However, it's not a
completely free experience as they
generate revenue from sellers
paying to rank higher on Taobao's
internal search. Amazon doesn't
charge for this, with SEO and • It's well known that Amazon
metrics being the top ways sellers charges sellers differently in
rise in search results. exchange for being able to list
products, whether it's through a
monthly (pro) seller plan,
Amazon seller fees, a Prime
membership, or more. Different
ways.
 MARKETING
MIX STRATEGy
 01 PRODUCTS
• Main product is retail service.
• Amazon has built up a huge product
base, and sells almost everything,
including:Kindle,Books,DVDs,...
03 PLACE
Amazon has customer
service bases in many of the
countries where it has
an online presence, with most
bases being located in the
different states of the USA
02 PRICE
• Diversified pricing strategy
• Prices are regularly adjusted
based on product type
• In addition, Amazon also follows
different pricing depending on the
country
04 PROMOTION
• Amazon mainly uses web-based
advertising
• Amazon also uses online ad
networks so that whenever you
check something on amazon
you will see an ad for the same
thing somewhere else on some
other website
 01 PRODUCTS
The primary product in the Alibaba
group is their E-commerce portal –
Alibaba.com.
02 PRICE
Alibaba has a very
lenient pricing and its commission
are very low to allow businessmen to
do their own business

03 PLACE
• Alibaba has far and wide reach 04 PROMOTION
across the world.
The company also promotes its
services via internet promotion
strategy such as public relations,
direct marketing, and discounts for
certain items during special days
such as festivals, media advertising
and sponsoring of events to attract
awareness of Alibaba .
PAYMENT method
Thank You For
Listening