Amazon Marketing Mix

Amazon Marketing Mix - Running head: AMAZON MARKETING MIX...

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Running head: AMAZON MARKETING MIX 1 Amazon Marketing Mix Joel Smith Marketing Environment MKT 501 Dr. Sonia Taneja September 14, 2010
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Amazon Marketing Mix The business world is full of companies who are successfully competing and making a profit on the internet. One of the companies that best transcends this is Amazon. Amazon.com, Inc. is an amazing company that has been able to withstand the test of time as a retail website; not only has it been able to succeed in this marketplace, but it has also become the industry leader. This paper will discuss the marketing mix of Amazon, and show how they are able to not only compete in the market place; but also succeed against its many tough competitors. Amazon was founded by Jeff Bezos in 1994, and originally launched in 1995. Its headquarters are in Seattle, Washington. Bezos founded Amazon as an online library serving millions over the internet. With the help of several investors, Amazon was selling 100 books by the fourth month in business, and by 2004 had 39 million customers (Frey & Cook, 2004). Amazon was one of the first online sites that offered not only a bookstore but also allowed for viewers to review and comment on the book. “Bezos created more than a bookstore; he created an online community. The site was revolutionary early on for allowing average consumers to create online product reviews. It not only drew people who wanted to buy books, but also those who wanted to research them before buying” (Frey & Cook, 2004). This kind of business built a loyal customer base that would trust the core promise of what Amazon had to offer. Although it took years for Amazon to make an annual profit, the company was growing rapidly after its launch. In 1997, music and movies were introduced and the next year added electronics, toys, software, video games, and home improvement (Frey & Cook, 2004). This growth made everyone else in the marketplace take notice. With these new additions to Amazon, the company was able to compete with even the largest of the online companies.
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Amazon has many competitors in the marketplace. The competitors are different depending on which product or services are being discussed. Barnes and Noble is a competitor in the book market as well as the e-book/e-reader market, and have recently opened a new website that allows authors a way to distribute their works (Wauters, 2010). The e-book market is a new market that is dominating the marketplace. Although Barnes and Noble offer e-books, they do not have their own e-reader. Amazon’s e-reader is called the Kindle; however, both have a reader that can be used on the I-Phone, the Blackberry, and the Droid market. In addition to Barnes and Noble, a recent competitor to the Kindle is Apple and its I-Pad. The music department is not new to Amazon; however, its recent addition offering MP3’s
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This note was uploaded on 06/15/2011 for the course MKT 201 taught by Professor Jimmers during the Spring '11 term at Ashford University.

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Amazon Marketing Mix - Running head: AMAZON MARKETING MIX...

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