Siddesh Nayak

104
 Amazon.com, Inc., is a Seattle, Washington-based, multinational e-
commerce platform

 Founded by Jeff Bezos in 1994, in his small garage

 Started as a Online Book Store, but now you can find Apparels to
Zebronics Gadgets

 Ranks 8th in Fortune 500 list with a revenue of 23,288 crore USD

 It surpassed a valuation of 1 Trillion USD, world’s second company

after Apple

 The study will help researcher or students, what are the different
strategies adopted by Amazon which is responsible for their
growth

 The study will be a reference for other organization which will
help them frame their strategies accordingly

 As a Management student, the study will help me to know what
are the key benefits of designing and implementing a full proof
strategy

 As, Amazon is the world largest ecommerce platform it was a
huge necessity to conduct a research about the strengths and
weakness of the company which can help where they lack
 Type: Exploratory Research

 Data Collection: Secondary Data - Websites

and Articles, Journals
 To study the SWOT Analysis of the company

 To study the Technology Strategy & the

different services offered by Amazon

 To study Marketing Strategy & Logistics

strategy
 Vision - “To leverage technology and the expertise of
our invaluable employees to provide our customers with
the best shopping experience on the internet”.

 Mission – “To be Earth’s most customer-centric

company, where customers can find and discover
anything they might want to buy online, and endeavours
to offer its customers the lowest possible prices”.

 Tagline – “#Aur Dikhao” in India. “From A to Z” globally.

• Strong background and deep pockets

• Customer centric

• Cost leadership

• Efficient delivery network

• GLOCAL Strategy

• Acquisitions – Whole Foods, Junglee.com, Alexa Internet, IMDb

 Shrinking margins

 Tax Avoidance issue

 Product flops

 High Debt
 Backward Integration

 Online education

 Drone Delivery

 Amazon’s Logistics
 Low Entry Barriers

 Local Competition
 Amazon Robotics – 45000
 Amazon Drones
 Alexa Everywhere – Strategy
 Amazon Go
 Amazon Web Services
 Amazon Prime Video – 80mn member
 Amazon Studios
 Prime Music
 Amazon Logistics App
 Frequently purchased in own warehouse

 Price differentiation strategy in delivery

 First tier distribution- Fewer ineventories

 Second Tier Distribution – Partner distribution center

 Third Tier – Fulfilment by Amazon

 Expert Warehousing Strategy

 Two Hours delivery – Prime now option

 The Delivery Partner include Gati Logistics, Bluedart, UPS, Aramex,

Delhivery. Ecom Express & Fedex.

 Television Ads

 WhatteyDeal, AurDikhao, Great India Shopping Festival, Diwali

On Amazon, #Ek Bar Amazon Try Toh Kar campaign

 Prime Membership Selling

 Machine Learning & Digital Marketing

 Discounts on every product

 Assortment of Products and better user interface

 Amazon ranks eight in Fortune 500 list with a revenue of 23,288 crore USD

 Amazon is gaining high market share due to adoption of technology at fast pace

 Implementation of AI, Robotics & Machine Learning in almost all their services, which
help the company adopt to the mindset of the customer

 Catchy Tagline for campaigns and services such as Ab Bada Hoga Rupaiya for
Amazon Pay is a game changer for Amazon’s growth

 Robotics are also used in warehouses for packaging and material handling role

 Physical distribution is been carried out by third party logistics provider such as
Aramex & Bluedart, but Amazon is full flunge to set up their own delivery service

 Shipping expenditure of Amazon in 2018 was 27.7 Billion $

 Fulfilment cost amounted to 34 billion $

 Over all Marketing Expenditure was 14.6 billion $ in 2018

 Machine Learning Marketing is a great tool followed by Amazon to indentify the

customers need and to advertise on social media sites like Instagram
 Amazon has always managed to stay on top, thanks to the
successful implementation of its innovative digital campaigns,
intelligent customer acquisition and engagement strategies,
and impeccable customer service. The #AurDikhao campaign,
in particular was a major success story and a game-changer
for Amazon’s presence in India. Amazon can bring up
different services & platorms, which will inculcate a rise in
employment