Evaluation of market entry strategy of Amazon.com


Amazon . com.com is really a Public Company created ion the entire year 1994 by Chief executive officer and Chairman Shaun Bezos. It started being an online book shop but later diversified its products to incorporate software applications, DVDS, VHS, CDS, game titles, toys, apparels, food and furniture amongst others. The Organization is a pioneer in the area of e-commerce and it is success was marked this past year through its high revenue collection $ 14.84 billion.

Research into the market entry technique for Amazon . com.com

Amazon . com.com is searching towards the development of online delivery of books, movies and music. However it has utilized a foot-in-the-water approach. Here are the explanations why the organization might have adopted this type of perspective

Insufficient enthusiasm from investors

Although the organization has recorded elevated sales, it has not converted into internet earnings. In the past year 2005, Amazon . com.com registered a rise in sales of approximately twenty-six percent yet at the identical time that it recorded a stop by internet earnings of approximately thirty-six percent. Around 2007, internet sales arrived at an believed a hundred and forty three billion dollars however, it was not observed in increase of profits. One of the reasons with this trend might be that any increases in sales generation are just introduced about by more spending for the organization. Consequently, the variations recorded as income is going to be reduced.

The above mentioned reason can also be capped up because the organization needs to be registered right into a new stock index. This past year, the organization joined the S&P 500 index meaning only three stock analysts rate its stocks like a buy 10 and eight think about the stock a hold along with a sell correspondingly. For the reason that same year, the organization went below its target share cost it came lower from forty-five dollars to thirty-six dollars.

Because of all of the negativity surrounding new investments and greater spending, possibly it’s best for Amazon . com.com to accept introduction of recent services gradually. When they had begun shipping of digital media online through high gear, they’d have experienced issues with their stock investors and income. It is therefore better if they will use their current approach.

Levies and taxation for digital media downloads

Tax regulators and Condition legislators have began eyeing digital downloads as potential causes of revenue. Initially, the forex market have been overlooked by condition governments in america since the market was rather small. However, the has recorded entrance of recent players.

Studios in Hollywood lately announced that they’ll let the purchase of whole movies online via downloads. Besides this, internet companies have registered a whooping 1.1 big revenue in 2005 with the purchase of internet downloads. States inside the US have realized that there’s an origin here that is not drawn on yet. Around 2007, free music downloads alone, with no inclusion of game titles, movies or books, recorded total sales revenue well over five-hundred million dollars.

These are the explanations why States have made the decision to awaken. Through the year 2007, around 15 States in america had began collecting revenue through internet downloads of digital media. States already carrying this out normally collect revenue on taxation day or during product delivery. These States have either passed new laws and regulations concerning taxation of downloads or they’ve simply made the decision to interpret previous laws and regulations to use towards the scenario.

A few of the States are which have given proposals in regards to this issue include Rhode Island, Nj and Vermont. Other Claims that believe internet buyers ought to be treated exactly the same way as physical ones include West Virginia, Utah, South Dakota, Boise State Broncos, Maine, Louisiana, Kentucky, Idaho, Hawaii, Colorado, Arizona and Alabama.

These new introductions have caused lots of uproar from online stakeholders. A number of them, have contended that taxation of digital downloads is anti-productive and deters fair competition. Legislators have retaliated by claiming that any kind of shopping is identical-whether online or physical. Such legislators have discovered methods to obtain revenues from online transactions even if their laws and regulations haven’t clearly defined the problem. For instance in the usa of Washington and Kentucky, tax agencies and legislators have construed their law differently. Their law defines software just like any group of instructions that create a pc to do certain functions. Such Stages have claimed that this is actually the exact same factor that music does when downloaded from the web. In connection with this, music should therefore be taxed.

Such flexible interpretations happen to be a reason to be concerned among people from the internet fraternity. It is because they now understand that any cool product launched might be examined by legislators making taxed thus undercutting their income to some large extent. Exactly the same scenario pertains to Amazon . com.com. The Organization might have been discouraged from plunging into online shipping of digital media since it realises there are some rules that might hinder product success. For this reason it is advisable to first analyse the scenario after which participate in the brand new business enterprise after comprehending the business atmosphere. (Including taxation laws and regulations and rules)

Other product choices

Amazon . com continues to be busy along with other product offers. This means that it could do not have the some time and sources to provide full focus on the merchandise. For instance, The Organization is busy creating a system that enables free movie downloads merged with DVD sales. The Organization has employed the expertise of some freelance studios from Hollywood to give them material with this service. A few of the Studios that Amazon . com is collaborating with include

-Image Entertainment

-Ardustry Entertainment

-Start Looking entertainment

The Organization intentions of offering this particular service in a number of ways, as elaborated by their spokesperson Kristin Mariani. The Organization offer consumers the chance to look at a film free of charge around the condition they have already obtained a DVD and therefore are simply awaiting delivery. Alternatively, the organization can also be thinking about offering free digital movies provided that the customer will exchange the loan earned to be used in acquisition of a DVD.

On the top of the, Amazon . com can also be focusing on presenting a brand new show to woo its audience. It will likely be a comedy and they’ve hired the expertise of Bill Maher.

Each one of these activities are keeping Amazon . com snappy, it’s a Company which has received acclamation because of its innovative nature and for that reason should be snappy using these issues. Therefore, it is very hard for the organization to place its efforts into the introduction of new releases, much more at full capacity. Amazon . com views the delivery of digital media online as a kind of investment for future years. This can be a fair assumption.

Information on pressure to improve revenue from competitors

Around 2006, company online regulators FASB and SEC reported that there’s restored pressure for internet Companies to determine less conventional routes of making money for example Barter exchange with partners. The regulators reported that a few of the causes of such conduct might be that many companies want more financing after short amounts of time and many of the financing should be exterior. Additionally, internet companies understand they require more causes of revenue since a number of them offer investment for his or her employees when needed to provide them compensation. This is supported because some companies have registered elevated interests by individuals in stocks, they therefore nee to back this track of additional revenue.

Laptop computer also discovered that many of these internet companies have amounts of activity consequently causing burn up levels to improve too. It has promoted them to take part in highly aggressive revenue generation through barter exchanges by partners along with other alliances. However, this latter fact may be the reason which has caused aggressive revenue generation. Some internet firms that anticipate developing greater alliances are motivated to make use of barter systems within their transactions.

Due to competition is employing such unconventional means, possibly it’s best that Amazon . com.com first analyses the problem within its industry before jumping directly into a brand new advertising campaign.

Strategies that the organization can adopt for that launch of their cool product online shipping of digital media

Economic strategy

As the organization initially introduces the service, it might monitor numerous economic factors all around the service in order that it can assess its success and develop suggestions to improve it. Amazon . com.com can conduct market research of methods well an item does by searching at its distribution, production and consumption after which deducing whether this really is economically viable. It might utilise economic data to evaluate the costs from the startup company-online shipping from the backdrop of methods much individuals are having to pay for this.

Besides this, it’s also feasible for Amazon . com to analyse the way the cool product does when it comes to other parameters. It might do a comparison between prices of internet shipping and amounts of employment or any other factors for example preferences, consumption, preferences, buying, selling and cost of cash. This can enable the organization to generate a genuine picture regarding the performance from the cool product. This should actually be maintained by some changes. When the current rate of employment, consumption etc is high which is also reflected on prices from the commodity it can increase its degree of its investment on the bottom. However, when the economic indicators from the commodity are extremely low, then it’s perfect for the organization to help keep its degree of investment low.

Strategies in marketing

Marketing strategies would be the most fundamental components when creating strategic business plans. They normally incorporate the identification and maximisation of possibilities that provide the competitive market best. Amazon . com.com could participate in a number of marketing strategies later on both after and during the launch of internet shipping.

The Organization could adopt a method that’s strictly in line with the issue of market dominance. Here, the organization could come under any of the following




Because online shipping is really a relatively recent product within the e-commerce market, the organization could make sure that it might be an innovator on the market. This can mean continuously picking out new innovations within the service in order that it can stand above your competition. It might conduct an investigation of what’s presently missing within the system after which act accordingly to fill that gap.

Under marketing, the organization may also incorporate the problem of growth strategies. Here, it might consider growing the amount or worth of product choices. This can be accomplished by using either vertical or horizontal integration or through intensification and diversification. Regarding the problem of internet shipping of digital media, horizontal integration might be applied through online shipping of products. Vertical integration like a strategy often means that online shipping will be relevant to new items on the market. Intensification can often mean applying online shipping to any or all or just about all products presently provided by the organization. More often than not, this may be see like a signature product provided by the organization.

Digital strategy

Possibly this is actually the most important element that Amazon . com.com should think about when launching its cool product because the most crucial aspect about Amazon . com is it is definitely an company online. For other kinds of Companies that won’t consider digital strategies in their daily operations, this may find a small a part of their sources. Consider digital field is appropriate under Amazon . com.com’s ally, then serious changes ought to be made here.

To begin with, the organization could identify what exactly are consumer’s digital needs. It’s already carried this out by realising that there’s an excuse for online shipping. However, it may also produce the need in other customers to improve their market through marketing tools. Next, the organization may then create a vision of methods client’s needs could be satisfied. Amazon . com.com should examine all of the necessary sources that will have to be integrated into the supply of this service.

Amazon . com.com will need to make certain they have the support of all of the stakeholders in the organization. They may also ensure they have sufficient financial resources to satisfy this popular for shopping online. It ought to make certain it respects all patent legal rights and obligations placed on there. You can do this by collaborating with studio operators in Hollywood, Publishing Companies and gaming producers. It ought to concentrate on the most significant of those groups music studios. The Organization should make certain it works hands in hands with the stakeholders involved with digital media. From Music producers, CEOs of Publishing Companies along with other patent holders.

Carefully associated with this tactic may be the technology strategy. Technology strategy involves creating a plan which will denote how it is going to be incorporated out of all areas of the organisation. What this normally handles is the problems within the it department but documents detailing this tactic should be designed in language that may be understood by other non-IT people of staff.

Within the technology strategy, Amazon . com could highlight all of the weaknesses and strengths in the operations of internet shipping. It could range from the factors which are figuring out what users are searching for in services or products. This could then be maintained by describing the possibilities open to the organization using It. Finally, the organization may then address the requirement for enhancements according to threats which may be facing the organization following the launch from the cool product.

Prices and product strategies

Since the organization is going to be presenting something new towards the market, then it might take benefit of transmission prices. This can be a strategy where the organization first sells something new on the market in a low cost. After consumers have notice the merchandise, it could change this to some greater, more economically viable cost. The reason behind this kind of approach is the fact that Amazon . com.com must create large share of the market for online shipping. After Customers have experienced the advantage of the service, they can improve their prices.

The approach may also be used along with product adoption prices. Maybe consumers may go through that the sudden rise in cost is unfounded. However, this can be a factor that may be solved with the addition of some value towards the product. Amazon . com.com could enhance their online shipping by say growing its speed and this may be sufficient justification for that transmission prices pointed out earlier. They may be in a position to improve their prices using the confidence that customers won’t be disgruntled.

Sufficient communication using its market

Amazon . com.com already includes a system in position that allows it to match consumers. Normally, consumers send emails to the organization and you will find usually respondents open to reply your email. Solutions to clients’ questions are usually available on their UGA pages. The Organization normally recalls suggestions and when a particular issue raises lots of concerns from customers, then it’s important to note that that issue ought to be resolved. What the organization can perform is it could concentrate on online shipping being an issue of debate between itself and also the clientele. It might ask consumers concerning the longevity of its online shipping system it could asses’ consumer’s responses to the point. It might also top this up by looking into making all of the necessary changes somewhere based on exactly what the customer wants.

Utilization of e-commerce

Amazon . com.com could make use of the internet to market the internet shipping programme. It would do this through a few of the non fliers and business cards that it’s been using previously. For instance e-mail marketing. This is an excellent type of investigating the progress from the product through interaction using the client. The Organization may also use the entire process of internet search engine marketing optimisation. This can be accomplished by using search engines like google to find out set up cool product offering is heading within the right direction.

E-commerce will give you numerous benefits of Amazon . com.com. It’ll enable the organization in order to save lots of financial sources within the recruitment of physical sales personnel or participate their sales pressure. On the top of the, the organization may also be able to determine which would be the underlying issues behind client’s decisions since it may be bale to gain access to information which nay not be easily acquired using their company causes of advertising or marketing.

The Organization may use e-commerce within the common way. It might display a few of the services it provides including online shipping on other Company’s websites not to mention by themselves website. This can go a lengthy means by informing clients relating to this idea and can therefore improve their share of the market.

However, there’s a limitation to this sort of marketing. Amazon . com.com includes a large clientele that it must achieve. Which means that it’ll need to achieve one person within the shortest time possible after which proceed to another. However due to the a number of people the web hosting companies every single day, internet connectivity can be quite slow for commercial internet The likes of Amazon . com. Therefore exclusively counting on email-marketing alone won’t be sufficient as internet speeds would like. The Organization should rather produce a marketing mix which will incorporate all of the earlier pointed out aspects.

Improving customer relationships

Amazon . com.com can make certain that its consumers’ are satisfied via a four stage process. Fist of, the organization can ‘initiate’ customers to the brand new service of internet shipping. What’s normally done here’s that new clients are welcomed and accustomed to the brand new service of internet shipping. At this time, there might be some degree of doubt in the consumer. Your particulars are often adopted through the integration stage. Amazon . com.com is going to be managing the caliber of online shipping and customers at this time dwindle anxious. The 3rd the first is known as the intelligence phase here Amazon . com partcipates in an exchange using the consumer concerning services they wish to see. Lastly, the organization is anticipated to produce value through innovations recommended through the consumer.


Amazon . com.com is a pioneer of internet shopping previously despite critism of their business models. It’s now thinking about the launch of something new online shipping but has had it is time before fully plunging in to the venture. It ought to incorporate various marketing, economic and internet marketing strategies upon launch of their product. Besides it will need proper care of the requirements of its stakeholders. This can go a lengthy means by making certain the service turns into a success.


Shaun Bezos (2008): Founder, President, Amazon . com., Corporation. ‘Home Page’. world wide web.Amazon . com.com utilized on February 22, 2008.

Flaming, L. and Connor B. (1999), Real-Time internet applications Linux Journals pp


Hoffman, D. and Novak, T. (1996): Marketing in Hypermedia Computer-mediated Environments: – Conceptual Foundations: Journal of promoting, Vol. 60(This summer), pp 50 – 68

Flanigan, G (1994). Internet Applications New You are able to publications

Parries, M K. and Jeffay, F.D (12 ,.2002) the proceedings from the ninth Worldwide workshop on the internet interface elements

De Kare-Silver, M. (2000): e-Shock 2000. The Electronic Shopping Revolution: Techniques for Retailers and Manufacturers. London: Macmillan Press, p 554-602

Kamm, J.B., Ernest, R.E. and Petri, E.S. (2004): Worldwide marketing strategies a glance at E-commerce used, Connecticut. P 88

Chan, H., Lee, R. & Dillon, T., (2001): E-Commerce used Fundamentals and Applications, England: John Wiley & Sons, Limited. P 120-138

King, D., Lee, J., and Viehland, D. (2004): Electronic Commerce A Managing Perspective, Nj: Pearson Prentice Hall. P 23-69

Kotler, P. (1988): Marketing Management: Analysis Planning and Control, Prentice-Hall p. 90-103

Negroponte, N. (1996): Being Digital. London: Hodder & Stoughton. P. 1109

Minnow, N (1995): Emerging Global Business marketing Oxford: Blackwell Business, p. 120-128

Nielsen, J. (2000): Designing Web Usability. New Riders Publishing, Indiana, Indiana, USA. P 45-60

Schwartz, E. I. (1997): Webonomics, London. Penguin. p 110-133

Pastore, M. (2001): E-Commerce, Attempt to Master the client Service Factor, Oxford, United kingdom p. 870-889

Richard, K. (2001): Worldwide Business Ethics and culture, Nj: Prentice-Hall, Corporation. p 50-61

Un (2001) Global impact: corporate leadership in the web based buying and selling. Un office, New You are able to, p 56-67

Leave a Reply