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Amazon Marketing Case Study

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I need help with the attached case study(Amazon.com).

Questions: Responses to EACH question MUST be a MINIMUM 400 word.

Q1. Why has Amazon.com succeeded online when so many other companies have failed?
Q2. Will the Kindle revolutionize the book industry? Why or why not?
Q3. What's next for Amazon.com? Is cloud computing the right direction for the company? Where else can it grow?

Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice

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Q1. Why has Amazon.com succeeded online when so many other companies have failed?

Amazon has succeeded for a variety of reasons. We can compare Amazon to a few of its competitors to see exactly where their success lies. Walmart is a major retailer. When I visit the Walmart website and enter a search term, I maybe receive up to a hundred returned product listings, if that many. Walmart's website has always been a major issue of struggle for the company. While they do have low prices and many choices in-store for many of their items, their website just does not match up to their actual presence. If I am searching for men's pants or ladies shirts, I receive perhaps sixty or less results in each category. Now let's take that same search to Amazon. I receive thousands and thousands of results. Amazon has capitalized upon their search results by selling products owned by others and allowing common people (i.e. not professional sellers) to sell a high number of goods, with certain restrictions, in their marketplace. This has given Amazon a distinct advantage in the market.

This shows us that Amazon is using technology as a driving force for their business, as compared to Walmart (or other competitors) that are not using the same technology. Amazon does not have proprietary information or a proprietary advantage in the basic technology being used. They do have an advantage in how they use that technology. By mastering the technology used, the company has created a competitive advantage that will likely remain.

Another main reason why Amazon has succeeded online is due to the vast array of products being offered. A consumer can shop at Amaozn.com for physical goods or digital goods. The recent expansion of Amazon's digital goods has attracted consumers looking for all types of products, from instant downloads of music and books, to literally any type of good. Amazon also added a self-publish service. A writer, any writer, can self-publish a book on Amazon. Whereas previously a writer had to go through a ...

Solution Summary

This solution provides a comprehensive discussion of 400+ words to each of the Amazon marketing case questions listed. References are also given to support the discussion points made in the third question.