Strategic Marketing# Amazon Case study
Johnson RugiStrategic Marketing# Amazon Case study
Amazon.com was founded in 1994 by Jeff Bezos and it is headquartered in Seattle, Washington. Originally, Amazon operated as an online bookstore but it later diversified to other industries such as e-commerce, Cloud computing and artificial intelligence. Dave (2018) suggests that amazon is one of the few companies in the globe which have been able to exploit the economies of scale brought by the web and internet technology to unleash unfathomable internet marketing and online selling of products and services. Currently, Amazon is the biggest internet company by income in the globe and also comes second in the United States in terms of job creation. Ghemawat, et al., (2010) indicate that the success achieved by Amazon was enabled the long-term strategic vision for research and development. Moreover, the customer- centric approach employed by the company and its hunger for innovation and creativity and online user experience has been critical in its marketing campaigns during this era of internet of things. The data below indicates the coveted US Ecommerce market with Amazon acting as the leader with 49.1% while the closest rival has 6.6% market share. The astronomical growth achieved by Amazon within two decades is attributable to the company obsession with service its customers and its quest in research and development to improve its customer’s experiences. In fact, Jeff Bezos (2017) noted that his main delight is to see his customers contented and satisfied and this drives him to dedicate more of the company’s revenues to invest and expand the customers’ choices. This report shall evaluate the suggestion that “The best marketing strategies aren’t top down; they’re outside in, starting with the customers’ needs and wants” by using Amazon marketing strategy as a case study.
