Amazon Case Study

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Table of Contents CONTENT | PAGE | 1.0 Executive summary | 3 | 1.1 Case Objectives | 4 | 1.2 Company Background | 4 | 1.3 Case Overview | 5 | 2.0 Situational Analysis | 6 | 2.1 Marketing Strategy | 6 | 2.2 Market Analysis | 8 | 2.3 Financial Situation | 10 | 2.4 External Environment | 10 | 2.4.1 Porter’s Five Forces | 10 | 2.5 SWOT Analysis | 11 | 3.0 Questions | 12 | 4.0 Conclusion and Recommendation | 14 | References | 15 | 1.0 Executive Summary The purpose of this report is to study Amazon.com new service offering and its excellent customer relationship management. Since 2006, Amazon Web Services (AWS) is exposing Amazon's key infrastructure services to businesses in the form of web services. The ultimate benefit for customer is the ability to leverage on a new business model and turn capital expenses into variable costs. The AWS has helped improve many small and big companies in terms of their online computing needs. The most important marketing strategy in Amazon is its customer-centricity. Achieving customer loyalty has been their biggest success factor. Amazon.com Case Study 1.1 Case Study Objectives * To investigate, analyze and evaluate Amazon.com external and internal environment * To study background information Amazon.com's Customer Relationship Management (CRM) * To study how Amazon.com can offer its back-end expertise to customers * To answer questions of underlying case problems regarding Amazon.com value proposition and its CRM technology offerings 1.2 Company Background Amazon.com, an e-commerce company was incorporated in 1994. Jeffrey P. Bezos founded the company and has been the Chairman since 2000. Bezos wanted a name for his company that began with "A" so that it would appear first in lists, like in phone books. The company’s logo is an arrow leading from A to Z, representing customer satisfaction, as it

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