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strategy. Due to this, companies can increase their market share and improve the brand image to gain
customer equity to the possible extent. By this, companies are also lean to attain competitive edge by
valuing their current or potential customers at large. Enhancement in value can yield monetary and non-
monetary outcomes (Kotler & Armstrong, 2011).
Segmentation and positioning based services offered by Amazon make it more customer driven strategy
makers having created great value for their customers by inducing value proposition in terms of strong
differentiation and positioning.
Demographic segmentation
o Age: people aged from 18 y.o.
o Life cycle stage: single, full-nest, empty-nest or solitary survivor people segmented by classic family
life cycle.
Gender
Age group
Income level
Location
Occupation
Hobbies & Interests
Position of brand
Technology factor
Low cost-leadership
is pursued by Amazon by differentiating itself primarily on the basis of price. We believe that
offering low prices to our customers is fundamental to our future success.
Amazon provides current and prospective customers with differentiation through design,
quality or convenience by selecting a strategy that is different among the competitors.