MARKETING 100: Situation Analysis
Due week 10 and worth 80 points
Amazon: History
“Amazon.com, (NASDAQ: AMZN) is an American e-commerce company based in Seattle, Washington. Founded in 1994 by Jeff Bezos, and launched in 1995, Amazon.com began as an online bookstore before diversifying its product lines by adding VHSs, DVDs, music CDs, MP3s, computer software, video games, electronics, apparel, furniture, food, toys, and more. Amazon has since established separate websites in Canada, the United Kingdom, Germany, Austria, France, China, and Japan.
Since starting out in his garage in Bellevue, Washington, Jeff Bezos has gone on to form one of the greatest ecommerce sites the internet has ever seen”.
A company self-examination. What are we known for? Who do we want to become?
Based on what you’ve learned so far in this course, regarding the 5 Cs, 4Ps, and STP, you will write a six to seven (6-7) page paper in which you create a Situation Analysis for the company Amazon.com
Amazon.com has been through numerous changes in recent years. For this assignment, use the information listed above, as well as your own knowledge and research, to answer the provided situation analysis. Additional research should include the use of the company's Website and other online sources.
1. Customers
a- Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand. It’s also possible to include demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic information which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as well as customer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents. Be aware that some products/brands may appeal to a wider customer base than others.
b- What do the customers buy/use?
c- What changes can the company/brand expect in the future? How can the company/brand better serve its customers? Include information about potential opportunities and threats.
For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future. You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s also possible to consider and talk about whether the product/brand is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more features.
2. Company
a- [This is what the brand is currently.]
Identify strengths and weaknesses of the company/brand as it exists today. What does the company/brand do well and not so well at this very moment?
b- [This is what the company/brand needs to become.]
How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well.
3. Context
Define the current business environment. Include information about political, legal, economic technological and societal factors that may influence sales.
For example: You could perhaps discuss the current trends and conditions for this Industry and for the brand. It’s possible to include information about how the Economy affects this industry. This could include changes in income: are people losing jobs, or getting paid more? Changes in spending habits could be considered as well. Other factors such as use of public transportation and shopping online may also be relevant. Whether or not the product is high-tech, or state-of-the-art can be also be included in describing the context. For example, are there other companies producing new versions of the product? Is the market changing quickly? How is technology affecting this product or service? Are there any new laws that may affect the brand?
4. Collaborators
Define the business partnerships. Does the company/brand have any current partnerships? What other company/brand may be a good partner for them?
5. Competitors
Who are the main competitors?
6. Recommendations
Based upon the analysis you just completed in this worksheet, what are three (3) key recommendations that you could pass along to Management regarding the future direction of the company you selected?
7. References
Use at least three (3) quality resources in this assignment. Note: Wikipedia and similar Websites do not qualify as quality resources.
Format your assignment according to the following formatting requirements:
a. Typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
b. Include a cover page. Cover page is not included in the required page length.
c. Include a reference page. Citations and references must follow APA format. The reference page is not included in the required page length.
–>Do not cut and paste someone else’s paper. Plagiarism detection software will be used to evaluate your submissions.
–>Note: This assignment will be run through SafeAssign plagiarism detection software and an originality report will automatically be sent to the instructor.
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