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Amazoncom has experienced exceptional growth since the companys inception in early 1994 The company has grown to a massive online superstore with recent sales of 164 billion in 1999 an increase of 270 from the previous years sales The stellar grow of the companys sales can be attributed to a very strong product situation Amazoncoms initial target market online book consumers proved to be very lucrative In addition the expansion into more diverse product offerings beyond books such as music DVD video toys electronics home improvement and auctions only served to increase the companys product portfolioIn order to expand Amazoncoms position Insight Solutions has identified an aggressive marketing strategy to broaden the companies target market expand the product positioning to all consumer goods focus distribution outlets through the top ten web sites and price items at a low but profitable margin To ensure this plan is successful Insight Solutions also recommends four action plans involving increasing name recognition target market product marketing and distribution management Name RecognitionFree E-mailAdvertise on Internet RadioTarget MarketTelephone OperatorsClick Mortar StoreProduct MarketingExpand Product lines Auto Travel GroceryDistribution ManagementIncreased Distribution CentersFINANCIAL SUMMARY SALESCOSTSPROFITS1PRODUCT SITUATION HOME IMPROVEMENT6PRODUCT SITUATION AUCTIONS ZSHOPS AND SOTHERBYSAMAZONCOM7STRENGTHS AND WEAKNESSES ANALYSIS12TARGET MARKET OWNERS OF PERSONAL COMPUTERS SHOP AT HOME CONSUMERS19POSITIONING A ONE-STOP SHOPPING ENVIRONMENT FOR ALL CONSUMER GOODS19PRODUCT LINE THE LARGEST SELECTION OF SELECT RETAIL CATEGORIES20PRICE PRICE AT A LOW BUT PROFITABLE MARGIN22DISTRIBUTION OUTLETS ADVERTISE ON THE TOP TEN MOST POPULAR WEB SITES22SERVICE EFFICIENT WIDELY AVAILABLE SERVICE WITH FAST TURN-AROUND23SALES PROMOTION DEVELOP AN ADVERTISING CAMPAIGN TO PROMOTE CONSUMER AWARENESS NEW PRODUCTS AND BETTER DISTRIBUTION23ADVERTISING DECREASE SALES PROMOTION BUDGET BY 10 AND ADVERTISE ON HIGH TRAFFIC WEB PAGES TELEVISION NEWSPAPER RADIO AND NEW PC OWNERS24R D DEVELOP NEW PRODUCT LINES SUCH AS APPAREL JEWELRY AND AUTOMOTIVE PARTS25MARKETING RESEARCH MONITOR COMPETITORS MORE CLOSELY EXPLORE CONSUMER BEHAVIOR OF INTERNET PURCHASES25Financial Summary SalesCostsProfitsAmazoncom has been described as a massive flea market with not one target market but
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