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EXECUTIVE SUMMARY 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 portfolio In 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 Recognition Free E-mail Advertise on Internet Radio Target Market Telephone Operators Click Mortar Store Product Marketing Expand Product lines Auto Travel Grocery Distribution Management Increased Distribution Centers TABLE OF CONTENTS CURRENT MARKETING SITUATION 1 FINANCIAL SUMMARY SALESCOSTSPROFITS 1 PRODUCT SITUATION BOOKS 2 PRODUCT SITUATION MUSIC 3 PRODUCT SITUATION DVD VIDEO 4 PRODUCT SITUATION TOYS 5 PRODUCT SITUATION ELECTRONICS 5 PRODUCT SITUATION HOME IMPROVEMENT 6 PRODUCT SITUATION AUCTIONS ZSHOPS AND SOTHERBYSAMAZONCOM 7 COMPETITIVE SITUATION 8 DISTRIBUTION SITUATION 9 OPPORTUNITY AND ISSUE ANALYSIS 11 AMAZONCOMS MAIN OPPORTUNITIES 11 AMAZONCOMS MAIN THREATS 11 STRENGTHS AND WEAKNESSES ANALYSIS 12 AMAZONCOMS MAIN STRENGTHS 12 AMAZONCOMS MAIN WEAKNESSES 12 O BJECTIVES 13 FINANCIAL OBJECTIVES 13 MARKETING OBJECTIVES 14 MARKETING STRATEGY 19 TARGET MARKET OWNERS OF PERSONAL COMPUTERS SHOP AT HOME CONSUMERS 19 POSITIONING A ONE-STOP SHOPPING ENVIRONMENT FOR ALL CONSUMER GOODS 19 PRODUCT LINE THE LARGEST SELECTION OF SELECT RETAIL CATEGORIES 20 PRICE PRICE AT A LOW BUT
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