"GENERAL MANAGEMENT PROJECT "

“A STUDY ON BUSINESS ANALYSIS OF AMAZON"

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

MASTER OF MANAGEMENT STUDIES

(UNIVERSITY O MUMBAI)

BATCH 2022-2024

SUBMITTED BY
RAKESH PAWAR

(C41)

UNDER THE GUIDANCE OF

PROF.DINESH SONKUL

SUBMITTED TO

DR.V.N.BEDEKAR INSTITUTE OF MANAGEMENT STUIDES,

THANE.
 DECLARATION

I hereby declare that the Project titled“A STUDY ON BUSINESS ANALYSIS OF

AMAZON” is an original work prepared by me and is being submitted to the Dr. V. N.
Bedekar Institute of management studies (University of mumbai) in partial fulfillment of MMS
Degree for the academic year 2022- 24.
To the best of my knowledge, this Project Report has not been submitted earlier to this
University or to any other Affiliated College for the fulfillment MMS degree and due
acknowledgement has been made in the text to all other material used.Wherever references
have been made to intellectual properties of any indivisual / Institution / Government / Private
/ Public Bodies / Universities , research paper, text books, reference books,research
monographs,archieves of newspapers,corporate,indivisuals, business / Government and any
other sources of intellectual properties i.e speeches, quotations, conference proceedings,
extracts from the website, working paper, seminal work etc, they have been clearly
indicated,duly acknowledged and included in the bibliography.

Date & Sign of Candidate

 CERTIFICATE BY GUIDE

This is to certify that project report entitled “A STUDY ON BUSINESS

ANALYSIS OF AMAZON” Submitted by Mr.Rakesh Pawar in the partial
fulfillment of the requirements for the award of Master of Management
Studies,(University of Mumbai) DR.V.N.Bedekar Institute of Management studies,is
a record of the candidate’s own work carried out by him under my supervision and
guidance. The matter embodied in this report is original and due acknowledgement
has been made in the text to all other material used.

Authorized Signatory

Date
 ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals and organizations. I would like to extend my sincere
thanks to Prof. Dinesh Sonkul sir for his valuable guidance and full cooperation with me
throughout the entire project journey.

I am highly indebted to Prof. Dinesh Sonkul sir for their guidance and constant supervision as
well as for providing necessary information regarding the project & also for their support in
completing the project. I would like to express my gratitude towards my parents & member.
for their kind cooperation and encouragement which help me in completion of this project.

I would like to express my special gratitude and thanks to industry persons for giving me such
attention and time. And my thanks and appreciations also go to my colleague in developing the
project and people who have willingly helped me out with their abilities.
 INDEX

Sr.No. TITLE Pg. No.

1 Introduction 1

1.1 History 2

1.2 Branches 3-4

1.3 Product and services 5-6

2 Objective of Analysis 7-8

3 Problems 9-10

4 Analysis 11-23

5 Research Methodology 24-25

6 Suggestion 26

7 Conclusion 27

8 References 28
Introduction

Amazon is an American multinational technology company which focuses on e-commerce, cloud

computing, digital streaming, and artificial intelligence. It is one of the Big Five companies in the
U.S. information technology industry, along with Google, Apple, Microsoft, and Facebook. The
company has been referred to as "one of the most influential economic and cultural forces in the
world",as well as the world's most valuable brand.
Amazon is known for its disruption of well-established industries through technological innovation
and mass scale. It is the world's largest online market place, AI assistant provider, live-streaming
platform and cloud computing platform as measured by revenue and market capitalization. Amazon
is the largest Internet company by revenue in the world. It is the second largest private employer in
the United States and one of the world's most valuable companies.As of 2020, Amazon has the
highest global brand valuation.
Amazon distributes downloads and streaming of video, music, and audio books through its Amazon
Prime Video, Amazon Music, Twitch, and Audible subsidiaries. Amazon also has a publishing arm,
Amazon Publishing,film and television studio Amazon Studios,and a cloud computing subsidiary,
Amazon Web Services.It produces consumer electronics including Kindle e-readers, Fire
tablets,Fire TV,and Echo devices.

1
History

Jeff Bezos founded Amazon in July 1994. He chose Seattle because of technical talent as Microsoft
is located there. In May 1997, Amazon went public. It began selling music and videos in1998, at
which time it began operations internationally by acquiring online sellers of books in the United
Kingdom and Germany.The following year, Amazon began selling items including video
games,consumer electronics, home improvement items, software,games,and toys.
In 2002, Amazon launched Amazon Web Services (AWS), which provided data on website
popularity, Internet traffic patterns and other statistics for marketers and developers. In
2006,Amazon grew its AWS portfolio when Elastic Compute Cloud (EC2), which rents computer
processing power as well as Simple Storage Service (S3), that rents data storage via the Internet,were
made available. That same year, Amazon started Fulfillment by Amazon which managed the
inventory of individuals and small companies selling their belongings through the company internet
site.In 2012,Amazon bought Kiva Systems to automate its inventory-management business,
purchasing Whole Foods Market supermarket chain five years later in 2017.
In January 2021, Amazon invested over $278 million by opening two new centers in Italy(Novara
and Modena)and creating over1100 jobs.
On February 2, 2021, Amazon announced that Jeff Bezos would be stepping down as CEO and
transitioning to Executive Chair of Amazon's board in Q3 of 2021. Andy Jassy, who is currently
CEO of AWS,will succeed Bezos as CEO of the company.

2
Branches

Amazon is an American technology company that has a multinational

presence with offices and facilities around the world.The company is based
in Seattle, Washington and has over 800,000 U.S. employees.Amazon's
global headquarters are in more than 40 owned and leased building spread
across Seattle's adjacent South Lake Union, Denny Triangle, and
Downtown neighborhoods. The company was previously headquartered in
rented space within the Pacific Medical Center, located in the city's Beacon
Hill neighborhood, from 1998 to 2011.On August 21, 2019, Amazon
opened its largest campus in the world at Nanakramguda in Hyderabad,
India. It is the first Amazon-owned campus located outside The United
States and features the single largest Amazon-owned building in the world.
The 9.5 acre campus houses over 15,000 employees.

3
Fulfillment and warehousing
Amazon fulfillment centers are large facilities with hundreds of employees,
sometimes thousands. Employees are responsible for five basic tasks:
unpacking and inspecting incoming goods; placing goods in storage and
recording their location; picking goods from their computer recorded locations
to makeup an individual shipment; sorting and packing orders; and shipping.A
computer that records the location of goods and maps out routes for pickers
plays a key role: employee scarry hand-held computers which communicate
with the central computer and monitor their rate of progress. A picker may walk
10 or more miles a day.
Below is a list of Amazon’s fulfillment centres and ware houses:-

North America
United States
Canada
Mexico
Europe
France

Germany
Italy
Poland
Slovakia
Spain
United Kingdom
Asia
China
Japan
India
Singapore
Australia
Brazil

4
Products and services

Amazon's product lines available at its website include several media (books,DVDs, music CDs,
video tapes and software), apparel, baby products, consumer electronics, beauty products,gourmet
food, groceries, health and personal-care items, industrial & scientific supplies, kitchen items,
jewelry,watches, lawn and garden items, musical instruments, sporting goods,tools,automotive
items and toys & games.

Amazon has separate retail websites for some countries and also offers international
shipping of some of its products to certain other countries. In November 2020, the
company started an online delivery service dedicated to prescription drugs.The
service provides discounts up to 80% for generic drugs and upto 40% for branded
drugs for Prime subscribe users.Amazon.com has a number of products and services
available,including:

Audible
Amazon Prime
Amazon Web Services

Alexa
Amazon Pay
Amazon Drive
Echo
Kindle
Fire Tablet
Fire Tv
Prime Video
Kindle Store
Music
Amazon Digital Game Zone
Amazon Studios
Amazon Wireless
Amazon Academy

5
6
Objective of Analysis

Business Analysis can be understood as a research discipline that helps you to find
the business needs and identify solutions to business problems. These solutions may
include the development of a software or system component, improvements in
process, organizational changes or strategic planning and policy development. The
purpose of business analysis is to identify solutions that meet the need for
improvement.

Business analysis models are useful tools and techniques that can help you understand
your organisational environment and think more strategically about your business.
Dozens of generic techniques are available, but some come to the forefront more
frequently than others do. These Include:

SWOT(strengths,weaknesses,opportunities,threats)analysis
PESTLE(political,economic,social,technological,legal and environmental)analysis,
scenario planning, Porter's Five Forces framework

SWOT analysis is a planning methodology that helps organizations build a strategic

plan to meet goals, improve operations and keep the business relevant. During SWOT
analysis, organizations identify strengths, weaknesses, opportunities and threats (the
four factors SWOT stands for)pertaining to organizational growth, products and
services, business objectives and market competition.

7
A SWOT analysis gives you a better insight into your internal and external business
environment.However,it does not always prioritise the results, which can lead to an
improper strategic action.

One way to make better use of the SWOT framework is to consider the customer's
perspective when making strategic plans and decisions.It can be done by applying
importance-performance analysis(IPA) to identify SWOT based on customer
satisfaction surveys.

8
Problems
As we know India’s population is equivalent to 17.7% of the world’s total population and it
also ranks 2nd in the list of countries by population. In order to grow and expand its
business, and give cut throat competition to its rivals,it becomes very essential for Amazon
to attract consumers from each and every corner of the country.
In the year 2020 ,lockdowns became the new normal, businesses and consumers increasingly
“went digital”,providing and purchasing more goods and services online, raising e-
commerce’s share of global retail trade from 14% in 2019 to about 17% in 2020. Changing
consumer spending habits as a result of the coronavirus pandemic contributed to the spike in
e-commerce sales last year, as state wide lockdowns and fear of contracting the virus kept
consumers out of physical stores.

As all the local markets were closed for a quite long period of time, the demand for some
local products,(which were preferred to be bought by the consumers from local markets
only) was also increased. However, Amazon had already opened their doors for the local
sellers, still there was something missing to attract more consumers for buying local
products.

9
Language barrier

Also people from every state wanted to buy local products from e-commerce sites but
weren’t able to do so because of the language barrier. The local products were made
available by the sellers but it couldn’t be found by the purchaser on the online stores.
This problem has arisen because the online store could only be used in either English
or Hindi language. As India is a very diverse country, many states in southern India
speak and write in their regional languages only. There is a large part of the
population in India which didn’t know at least any one of the both languages stated
above. People wanted to find products in the online stores but didn’t know that what
that particular product is named in English.

The software of arinthe country is English specific.But, in order to make e-

commerce reach to the small enterprises ,it needs to be available in the languages
(regional) of the owners of the small enterprises to enable them to adapt e-commerce
processes in their operations. Sooner it is done,better will be it for small enterprises
to adapt to e-commerce.

10
Analysis

Analysis is a research discipline of identifying business needs and determining solutions to business problems.
Solutions often include a software-systems development component, but may also consist of process
improvements, organizational change or strategic planning and policy development. Business analysts do not
work solely on developing software systems. But work across the organisation, solving business problems in
consultation with business stakeholders. While most of the work that business analysts do today relate to
software development/solutions,this derives from the ongoing massive changes businesses all over the world
are experiencing in their attempts to digitize.

Although there are different role definitions, depending upon the organization, there do seem to be an area of
common ground where most business analysts work. The responsibilities appear to be:

• To investigate business systems, taking a holistic view of the situation. This may include examining
elements of the organization structures and staff development issues as well as current processes and IT
systems.

• To evaluate actions to improve the operation of a business system.Again,this may require an examination
of organizational structure and staff development needs, to ensure that they are inline with any proposed
process redesign and IT system development.

• To document the business requirements for the IT system support using appropriate documentation
standards.

Inline With This, the core business analyst role could be defined as an internal consultancy role that has the
responsibility for investigating business situations, identifying and evaluating options for improving business
systems, defining requirements and ensuring the effective use of information systems in meeting the needs of
the business.

Business analysis as a discipline includes requirements analysis, sometimes also called requirements
engineering. It focuses on ensuring the changes made to an organisation are aligned with its strategic goals.
These changes include changes to strategies, structures, policies, business rules,processes, and information
systems.

Focuses on understanding the needs of the business as a whole, its strategic direction, and identifying initiatives
that will allow a business to meet those strategic goals.It also includes:

• Creating and maintaining the business architecture

• Conducting feasibility studies 11
• Identifying new business opportunities
• Scoping and defining new business opportunities
• Preparing the business case
• Conducting the initial risk assessment

Involves planning the requirements development process,determining which requirements are the highest
priority for implementation, and managing change.

There are a number of generic business techniques that a business analyst will use when facilitating business
change.

Some of these techniques include:

• SWOT(strengths,weaknesses,opportunities,threats)analysis
• PESTLE(political,economic,social,technological,legal and environmental)analysis
• scenario planning
• Porter's Five Forces framework

12
 SWOT Analysis

SWOT analysis is one of the most popular strategic analysis models. It involves looking at the
strengths and weaknesses of your business' capabilities, and any opportunities and threats to
yourbusiness.

Once you identify these,you can assess how to:

• capitalize on your strengths

• minimize the effects of your weaknesses
• make the most of any opportunities
• reduce the impact of any threats

A SWOT analysis gives you a better insight into your internal and external business environment. However,it
does not always prioritize the results, which can lead to an improper strategic action.

One way to make better use of the SWOT framework is to consider the customer's perspective when making
strategic plans and decisions.This can be done by applying importance-performance analysis(IPA) to identify
SWOT based on customer satisfaction surveys.

In addition to SWOT,other useful techniques include:

• PESTLE analysis - a technique for understanding the various external influences on a business.
• Scenario planning - a technique that builds various plausible views of possible future for a
business.
• Critical success factor analysis - a technique to identify the areas in which a business must succeed
in order to achieve its objectives.
• The Five Forces - a framework for looking at the strength of five important factors that affect
competition - potential entrants, existing competitors, buyers, suppliers and alternative
products/services. Using this model, you can build a strategy to keep ahead of these influences.

13
 An overview of Amazon

.
Amazon’s popularity is wide spread around the globe. It has over 310 million active users and 100
million subscribers worldwide. Being the world’s leading online retailer, Amazon bags many
achievements,eye-popping profits, and successful launches.

Jeff Bezos laid the foundation of Amazon in 1994. Originally, the company started as an online
bookstore but soon converted to a top online retailer selling almost everything from A to Z just like
its logo says.

Amazon is the world’s leading online retailer and its success has spurred other physical,brick,and
mortar retailers to have an online presence. It is often referred to as the online equivalent of Wal-
Mart because of its reach and global footprint as well as its aggressive pricing strategies.

The darkness of COVID-19 still looming,2020 seems agrim time for conducting a SWOT analysis for
most businesses–but not Amazon. In this Amazon SWOT analysis,we will see why 2020 has been a
challenging yet rewarding year for Amazon.
SWOT analysis is a contextual review of the strengths,weaknesses,opportunities,and threats.

Let’s discuss this online retail giant in a little depth and understand the company’s business scenario
with the help of Amazon SWOT analysis.

• Strength:Internal factors enabling Amazon’s growth

• Weaknesses:Internal factors hindering Amazon’s success
• Opportunities:External factors fueling Amazon’s rise
• Threat:External factors retarding Amazon’s progress

14
What are Amazon's major strength

1. Strong brand name–As a global e-commerce giant,Amazon has a strong position and
successful brand image in the market.

2. Low cost structure - By mainly selling online, Amazon doesn’t incur huge costs related to
running physical retail outlets. Online marketplaces also potentially allow for selling more
units without any increase in marginal costs.Amazon constantly invests in both additional
fulfillment centers and to existing centers to enable are duction in order fulfillment times
and shipping costs.These time and cost savings result in lower prices that are passed on to
consumers.

3. Third party sellers- Amazon’s business model includes accommodating third party sellers
who are able to offer their own merchandise on Amazon’s sites and whose products
therefore compete against Amazon’s.At the beginning, third party sellers were mainly
attracted to the Amazon Marketplace because of the high traffic to its stores.Now the
main drivers are such programs as‘ Fulfilled by Amazon’ and Prime.Third party sellers
often offer products that are not available through Amazon’s retail division.

4. Customer oriented– Amazon caters to a large number of customers for everyday needs at
inexpensive prices.This has made it a customer-oriented brand.

5. Go Global and Act Local strategy – This strategy has benefited Amazon the most.
Amazon develops partnerships with local supply chain companies that helps in competing
against domestic e-commerce rivals. It understands the local needs and launches its
services as per the country’s culture.

15
What are weaknesses of Amazon

1. Work Culture: Employees describe Amazon’s work culture a hyper-competitive,critical,

insensitive, and unfair. They also cite a lack of praise, disregard for work-life balance,and
lack of benefits as other aspects with which they are unsatisfied.

2. Quality Focus: Amazon has its eyes on optimizing product search, ease of buying, and
delivery speed. As a result, Amazon is not able to monitor the validity of claims or the
quality of products sold on its platform.This could result in people migrating to platforms
with higher reliability.

3. Limited brick-and-mortar presence – Amazon owns very limited physical stores. This
sometimes hinders to attract customers buy things which are not sellable on online stores.

4. Tax Avoidance Controversy– Tax avoidance in Japan, UK and US has sparked negative
publicity for Amazon. President Trump criticized Amazon over taxes on social media.

5. Losing Margins in Few Areas – In few areas such as India, Amazon has faced losses.It’s
free shipping to customers can be one of the reasons that expose the risks of losing
margins in some markets.

6. Language Barrier - the online store could only be used in either English or Hindi
language.As India is a very diverse country, many states in southern India speak and write
in the irregional languages only. There is a large part of the population in India which
didn’t know at least any one of the both languages stated above.

16
Amazon's Opportunities

• By expanding physical stores, Amazon can improve competitiveness against big box retailers and
engage customers with the brand.
• More acquisitions of e-commerce companies can increase the company’s market share and reduce
the competition level.
• Launch of electric rickshaws in India– Amazon pledges to make a positive impact on the
environment.With this vision in mind,Amazon plans to deploy 10,000 electric rickshaws for
delivery in India by 2025.
• Amazon Alexa, a cloud-based voice service that powers Echo range of smart speakers,also
understands proper nouns in various languages such as Hindi, Marathi, Gujarati,Kannada,Bengali,
Tamil, Telugu, among others.

Amazon's threats

• Increasing cybercrime can affect the network security system of the company.
• Government regulations can also threaten the business proceedings of Amazon in some critical
countries. Amazon does not ship to Cuba,Iran,North Korea,Sudan,and Syria.
• Economic Recession – Amazon is not immune to an economic recession. If economic uncertainty
worsens,it can impact Amazon’s sales.
• Fake reviews – Amazon has an overwhelming amount of fake reviews, and the problem has
worsened in recent times due to the pandemic. Product reviews are a critical indicator of quality
and authenticity, and customers rely heavily on reviews to make purchases.
• Competitors- Walmart-owned Flipkart had introduced Hindi interface for customers last year, and
added Tamil, Telugu and Kannada in July last year. Smaller rival Snapdeal app is now available in
eight languages,including Hindi,Tamil,Kannada,Telugu,Malayalam,Gujarati,Punjabi and
Marathi,in addition to English.

17
Amazon India Business Models:-

Ecommerce business model generally consists of eight key components i.e. value proposition,
market opportunity,revenue model, competitive environment, competitive advantage, market
strategy, organizational development, and management team (Ghosh, 1998). Value
propositions specify how product and service are put together and extended to fulfil customer
needs by company (Kambil et al., 1996). For attracting the customer Amazon India is doing a
lot for this it has enlisted mom-and-pop store owners as partners in its delivery platform. In
small villages and remote areas where few people have internet access, residents can go to
their local store and use the owner’s internet connection to browse and select goods from an
online Store. Store owners record their orders, alert customers when their products are
delivered to the store, collect the cash payment, and pass along the money — minus a
handling fee to Amazon. And store owners report increased sales of their own while
customers are on-site.

Amazon targets the middle class & upper class people who have hands on experience in
technology but don’t have much time to do shopping from the physical outlets. Taking this
into consideration Amazon has successfully positioned itself as a Glocal (Go global Act local)
e-commerce giant where one can buy anything & get it delivered at any remote locations.
Using the catch phrase Aur Dikhao in its most recent campaign in India, it has further helped
them carve a distinct space in the consumer’s mind.

Company acquired many IT & e-commerce start-ups like pets.com, audible.com,

Junglee.com, IMBD.com, Zappos.com, Woot etc. for providing high value to their customers
using existing technology of the acquired partners at low cost. Company’s CRM records data
on customer’s buying behavior. It enables them to offer individual items, related items or
bundle them as an offer, based upon preference demonstrated through purchases or items
visited

18
Revenue model defines how a firm aims to generate higher return on investment and profits.
Important e-commerce revenue models include advertising, subscription, transaction fee,
sales, and affiliate revenue models (Laudon and Traver, 2009). Market opportunity gives
description of possible revenue a company is likely to generate from its proposed
marketspace. Amazon’s strategy involves discounts, low prices and wide range of products
sold via direct selling or marketplace. In the U.S., by contrast, Amazon holds and sells its own
inventory of toys, books, and more in addition to selling goods from third-party sellers. The
Indian Government, however, plans to allow foreign companies that manufacture their
products in the country to sell them directly to consumers over the Internet. But Amazon
would have to start making its products in India to take advantage of the change in the law.
Amazon’s model in India differs slightly from the business model in United States. As we
discussed earlier that Indian government doesn’t allow companies with major foreign
ownership to operate retail locations having their own inventory. Because of this, Amazon
serves as a middle man between sellers and buyers, and doesn’t sell any inventory of its
own. But, Amazon helps sellers with warehousing and shipping goods.In the U.S., by
contrast, Amazon holds and sells its own inventory of toys, books, and more in addition to
selling goods from third-party sellers. Competitive environment pertains to rival companies
operating in same market space, potential new entrants in the market, product substitutes
available in the market and bargaining power of customers and suppliers over your
business (Porter,1979). Market strategy is the program company designs to outline how it
will get into the market and draw in customers (Laudon and Traver, 2009). Organizational
development strikes a balance between all the functions and skills necessary to carry out each
job in a company, which require timely recruitment of suitable candidates. Management team
comprises employees at the highest level of company who determine growth and expansion
Amazon has the same business model considering all key components.

How Amazon Model Works:-

First of all, Portals shows the Sellers List who sell the desired portfolio products and then get
customers browsing through those products. After matching seller and customers it creates
appealing discounts after that Customer Shops for the desired products and then Seller ships
the product to customer . If Product Accepted and Not returned back then Seller gets his
agreed price of the product minus the commission charged by Amazon for doing everything.
they do. Thus the core bread and butter of the Model is “X% commission on the total sale
value given to the seller

19
Strategies for Sellers:-

Amazon moved out a program “Amazon Chai Cart” these are the mobile tea carts that
navigated city streets, serving refreshments to small-business owners and teach them the
benefits of e-commerce. The Chai Cart team reportedly traveled more than 9,400 miles across
31 cities and engaged with more than 10,000 sellers. Other move that Amazon created was
Amazon Tatkal, a self-described “studio on wheels” that provides a suite of launch services,
such as registration, imaging, cataloging, and sales training so far it has been covered
in 15 cities.Tatkal enables Small and Medium Businesses (SMBs) to get online and sell on
Amazon.in, in less than 60 minutes. Starting with New Delhi, Amazon Tatkal will
traverse the country, engaging with thousands of entrepreneurs, artisans, manufacturers
and sellers and help them sell online on the spot. Amazon.in has five crore products from
75,000 sellers. The number of sellers has witnessed a 250 percent growth annually in 2015
and as per the officials of Amazon this launch would help thousands of small and
medium businesses in India. The company also introduced ―Easy Ship and Seller Flex”
With easy ship Amazon couriers pick up packaged goods from a seller’s place of business
and deliver them to consumers. And with the seller flex, vendors registered under Amazon
designate a section of their own warehouses for products to be sold on the website, and
Amazon coordinates the delivery logistics. This ―neighborhood‖ approach is convenient for
sellers and has benefited Amazon by speeding up delivery of some products. Amazon also
had to adapt delivery and fulfillment. In the U.S., Amazon uses a centralized shipping
platform, which it calls

20
Fulfillment by Amazon (FBA), to store and distribute the products it sells. Sellers send
their goods to Amazon’s fulfillment centers and pay a fee for the corporation to store,
pick, pack, and ship their wares. Amazon implemented FBA in India as well, and to date has
built nearly two dozen warehouses there, the largest one in Kothur in Telangana.

After reading a report that in future web commerce will grow upto 2300%, Jeff Bezos selected
about top 20 products to sell them online. After that he narrowed these products to 5 books,
videos, computer software, hardware, and compact discs and then at last selected Books.
This is result of good planning and innovative thinking. The result was just achieved in the
first two month with sales rise up to $20,000/week. Amazon is the only major player to
increase its market share from 14 to 21 percent. It is consistently eating up Flipkart and
Snapdeal’s share, and the $3 billion investment will certainly help. Overall, Amazon only
saw tepid 3% international sales growth this quarter, though the company said that would
have been 12% if it weren't for the unfavorable foreign exchange impact. Still, even
12% is down from 14% quarterly growth in Q2 2014, and 20% in 2013 (those figures also
exclude the effect of exchange rates). In India, he faces a set of challenges unique to the
country. For example, it's incredibly mobile-first - the director of Google India predicts that
by 2017, 70%-80% online transactions will happen via smartphone. Plus, The AP
reported in August 2014 that fewer than 12% of Indians had credit or debit cards, so Amazon
has had to adapt to a "Cash on Delivery" model, which isn't yet available in all areas.

21
Marketing strategies according to consumer needs and situation

E-commerce giant Amazon India has added four new Indian languages to its platform, a move that
will help expand access to online shopping to 200-300 million customers. Amazon India customers
can select their preferred language in a few simple steps across Android and iOS apps, mobile and
desktop sites. The addition off our languages-- Kannada, Malayalam,Tamil and Telugu--comes ahead
of the festive season that accounts for a significant chunk of e-commerce sales in the country.

Amazon.in had launched Hindi shopping experience in 2018.

Hundreds of thousands of Amazon customers from tier I, II and III cities across Uttar Pradesh,Bihar,
Maharashtra, Rajasthan, Punjab, Chhattisgarh, Jharkhand, Telangana, Himachal Pradesh have
switched to the Hindi shopping experience.

22
"With this launch, Amazon.in customers can now discover great deals and discounts, read detailed
product information, manage their account information, place and pay for their orders including bill
payments,recharges,money transfers,track their orders and view order history in the language of their
preference," Amazon India’s Director, Customer Experience and Marketing, Kishore Thota told PTI.

He added that Amazon India customers can select their preferred language in a few simple steps
across Android and iOS apps, mobile and desktop sites.In the past five months, the adoption of Hindi
shopping experience has grown by 3X,he added.

Thota said the company has worked with expert linguists to develop an accurate and comprehensible
experience in each of the languages on the platform.

The team has chosen commonly used terms over perfectly translated words to make the shopping
experience authentic, easily understandable and seamless for customers, he added.

"We have been innovating to expand the e-commerce opportunity to both customers and businesses in
the areas of vernacular, voice and video enabled initiatives for the past few years,"he said.

In March this year, Alexa was introduced on the Amazon shopping app for Android devices to help
users shop using voice commands.

Amazon Alexa, a cloud-based voice service that powers Echo range of smart speakers, also
understands proper nouns in various languages such as
Hindi,Marathi,Gujarati,Kannada,Bengali,Tamil, Telugu, among others.

Last year, Amazon also launched an automated messaging assistant in Hindi, while customer service
is available in five Indian languages, including English, Hindi, Kannada, Telugu and Tamil.

23
Research Methodology

In this survey, convenient sampling method is used. 80 persons are chosen for the study in Cumbum
Town, Theni District to constitute the sample of consumers for survey. Under convenient sampling
whoever is available, willing and whose co-operation is fully available were taken as respondents for
the study.

Research Design

It gives details about, the exploratory or descriptive or experimental nature of the research work. Why
particular design is used and what is its importance is also put in this section. According to Abhijith
Mitra research design is define as,

"E-commerce in India a review", international journal of marketing, financial services & management
research. Concluded that the e-commerce has broken the geographical limitations and it is a revolution
improve tremendously in next five years in India.

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Data collection Method

Primary data
Primary data are obtained by a study specifically designed to fulfil the data needs of the problem at
hand, such data original in character and are generated in large number of surveys conducted mostly by
government, and also by some individual, institutions and research bodies. Primary data were collected
from the consumers through questionnaire method.

Secondary Data
Data that are not originally collected by rather obtained from published or unpublished sources are
known as secondary data. Secondary data were collected from different books and magazines etc., The
secondary data constitute the chief material on the basis statistical work is carry out in many
investigations.

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Suggestions

Amazon is the world’s leading online retailer and its success has spurred other
physical,brick,and mortar retailers to have an online presence. It is often referred to
as the online equivalent of Wal-Mart because of its reach and global footprint as well
as its aggressive pricing strategies.

Amazon can leverage on several opportunities in the emerging markets and can
ensure that its global supply chain of networked warehouses deliver substantial value
for itself and its stakeholders.

Few recommendations are given below:

• Increase its limited presence through opening physical stores outside the U.S.This
will augment brand popularity and market reach.
• Enhance its strategic entry in developing countries where many growth
opportunities are available.
• Increase competitive edges and enlarge the gap between Amazon and its biggest
competitors.

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Conclusion

Amazon has its task cut out as far as its future strategies are concerned and this
SWOT Analysis Can provide a guide and a roadmap that the company can
implement going forward. The key take away from this SWOT Analysis is that
Amazon has to focus on profitability and not volumes alone if it has to be
competitive in the future where volumes and market leadership are not alone to add
value to its stock.
SWOT analysis clarifies the current standing of Amazon.Few necessary
improvements are needed to be done to administer the lacking and reinforce its
market position.

In short, Amazon needs to strengthen its key areas, minimize its weaknesses, avail
opportunities,and counter act threats for future progress.

• The highly competitive ecommerce world of today requires online sellers to be

able to provide their buyers with the best possible shopper and user experience.
This also applies to your international customers. Make this extra effort and
localize your product listings to benefit from global sales.
• Inspire your customers with a feeling of confidence and trust: this is strongly
related to being able to communicate in their native language.
• Don’t assume that everybody speaks English as they may lose interest in your
offer due to the extra linguistic hassle

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References

https://www.slideshare.net/slideshow/marketing-analysis-business-analysis-
amazon/235906012

https://www.scribd.com/document/446360544/AMAZON-PROJECT

https://businessmodelanalyst.com/amazon-swot-analysis/

https://www.researchgate.net/publication/337974148_A_Brief_Analysis_of_Amazon_O
nline_Reviews

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