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Project 1.docx - Marketing Project Project 1 A. Overview,...

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Marketing ProjectProject 1A.Overview, Mission Statement and SWOT Analysis for Amazon.Amazon.com is an e-commerce company based in Seattle, Washington; and “is theworld’s largest online retailer of books, clothing, electronics, music and many moregoods.” (Amazon: Annual Revenue 2017) Created by Jeff Bezos in 1994, Amazon was oneof the first to promote on-line sales on the internet.“The e-retailer generated $177.9 billion in revenue in 2017, up 30.8% from $136.00billion in 2016. Its net income also climbed 27.8% to $3.03 billion from $2.37 billion in2016.” (Enright, Allison) Profits for Amazon were, “a record profit of $2.5bn in the secondquarter of 2018, thanks to strong performance by the retail giant’s non-retail divisions –advertising and cloud-computing, the company announced.” (Wong, Julia Carrie)Amazonemployees about563,100 people and have “140 fulfillment centers” (Green, Dennis).““The mission and vision of Amazon.com is: "Our vision is to be earth's mostcustomer-centric company; to build a place where people can come to find and discoveranything they might want to buy online."” (Farfan, Barbara)Amazon has many competitors, in many different segments of retail. One of theirprimary competitors is Alibaba. “Alibaba, a top e-commerce company, has its originfromChinaand it was founded in the year 1999. It is a platform for wholesale trade.Alibaba.com caters to many buyers and sellers across the world.Alibaba.com has bought achange in businesses activities for itsoperations, sales, and marketing. This top e-commerce company provides the services that are technology enabled. It enables themerchants and other business to influence the usage of internet to communicate and dealwith their customers and users.” (Bhasin, Hitesh)“A major strength of Alibaba is the market it operates in, China which is the mostpopulated nation and the second largest economy of the world, both of which accountsfor the success of Alibaba Group. A qualitative strength of Alibaba is its founder, Jack Ma;his strong presence, ideas and vision are adding to Alibaba’s growth trajectory. Otherstrengths of Alibaba are strategic partnerships, broad product portfolio coupled withgrowing demand for wholesale and retail business; these have help in preserving itsmarket share. One of the major weakness of Alibaba is that it has too many merchants onboard, the consequence of which led to good brands calling o due to high competition,sellers not being able to make good profits and counterfeit products from local sellersflooding the markets.” (Alibaba SWOT & PESTLE Analysis)

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Term
Spring
Professor
Dr. Humphrey

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