AmazonCom Essay Research Paper Marketing OutlineI Current — страница 5

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success of this online company is unlike any other. This success makes it possible for easily establishing partnerships with other companies. (AMZN, 2000) Threats: Failing partnerships is a huge threat to Amazon.com. For example, Yahoo dropped Amazon to partner with Barnes & Noble. This does not reflect well on Amazon. If smaller companies see a company like Yahoo drop Amazon, these small companies may not want to take the risk of partnering with Amazon. (AMZN, 2000) Another threat that Amazon.com may have to worry about is governmental regulations. Government, at any time, may pose restrictions on Internet sales or overseas expansion. These restrictions would greatly affect the well – being of an Internet company. (AMZN, 2000) Alternatives: As it can be clearly seen,

Amazon.com would like to continue its success. But what happens next? What direction should the company head? Seven different alternatives have come to mind for the marketing aspect of Amazon. These seven alternatives are possibilities for the marketing department to expand the success of Amazon.com. Doing nothing is always an alternative. Leaving everything as is and giving the company a chance to improve on its own is sometimes a good idea. Another alternative is global expansion. The international market keeps growing so there will always be room to expand into other countries. Another possibility is further expanding partnerships and alliances. Amazon.com has had successes and failures with partnerships. There is the successful partnership with America Online and the failed

partnership with Yahoo. Yahoo dropped Amazon and is now partners with Barnes & Noble. Alliances have worked in the past by bringing new customers to the website. Amazon.com has been criticized for over – expansion of the company. Discouraging further growth is an alternative to take into consideration. This alternative would allow the company to focus on current businesses and markets. (Motley Staff, 2000) Books were the original product for Amazon that enabled success. Expanding into other areas was smart, an alternative could be to eliminate these partnerships and go back to the original focus of the company. Technology is always changing and in order to keep current, the merchandise needs to be updated. Because of this, another alternative could be to upgrade merchandise

to appeal to this new technologically aware market. The last alternative for Amazon.com is to establish actual Amazon stores worldwide in addition to their online websites. Having a physical store location may encourage people without computers to shop at Amazon. Not all of these alternatives will be used to help Amazon. Only the alternatives that are felt to be the most effective will be recommended for implementation. Recommendations: There were great measures taken to review these alternatives. Meetings were held with all of the different departments involved in Amazon.com. The finance department was questioned about the budget for marketing and which of these alternatives would be the most cost effective. If there was any software change involved with any of these

alternatives, the information systems department was made aware and consulted. They reviewed the alternatives and made it known which were the smartest to recommend from an information systems standpoint. The production department also had input in reference to these alternatives. Their agreement or disagreement was very important, especially if the physical store alternative was chosen. Anything involving the hiring or firing of personnel went through the human resources department. It was necessary to find out if the manpower associated with these alternatives was already in the company or needed to be hired. International expansion could be a big factor in the success of Amazon.com. Therefore, the international business section of Amazon was an important aspect in the

evaluation of these alternatives. After reviewing all of the alternatives listed with all departments of Amazon.com, it has been decided to recommend the following three alternatives. We recommend that Amazon should expand its partnerships and alliances. These expansions will keep Amazon’s name circulating throughout the Internet. Most of Amazon’s customers become repeat shoppers. This mainly is due to the company’s variety of products and its excellent customer service. If they see the Amazon.com symbol on a different website or know of a company associated with Amazon.com, they are more likely to go to the site and make a purchase. The second recommended alternative is upgrading merchandise to appeal to the ever – changing technologically driven market. In 1999, the