Question

i Choose amazon business organization and analyze it accordingly.

Attempt all Questions related to your organization. (Note: Questions should be in the serial order with references wherever is required.

B. Market and Cost Analysis (MA)

a) Segmentation analysis and strategy.

b) Positioning in the marketplace.

c) Procurement of goods and Services

d) Major customer acquisition techniques, online advertising, ad serving and targeting

Answer 1

a)Amazon has grown since it was launched in 1995.They have digital business strategy.They focus on customers,market opportunities through the use of digital technology, and analyse and make improvements in the results.They use their digital marketing very efficiently.They deal with customer obsession.It is the most efficient customer based company.Segmentation means dividing people into groups and targeting means choosing certain groups and making products according to their choice.Amazon very successfully could perform this.

b)Positioning means selecting the marketing most applicable for the targeted customer group.Amazon uses multi segment positioning,adaptive positioning and anticipatory positioning.Multi segment means providing goods to morethan one segment at the same time.Adaptive means changing products according to the changing needs of customers.Anticipatory means that Amazon has created certain services with the hope that their demand will increase in future.

c)Amazon business B2B procurement platform was developed in 2015.To make the purchasing process simple,it offers procurement services to different types of businesses and to different types of organisations.They give its customers fast shipping,multiple payment options and a vast array of products to choose from.

d)Customer acquisition means convincing customers to buy the products. It is difficult to attract new customers and keep the existing ones.Improving engagement with customers through emails,and through websites Amazon tried to attract customers.Ad serving describes the technology and service that places advertisement on websites.It is done by web publisher.The advertisements appear on web page or as pop up ads on mobiles and television.The two techniques used to improve the targeting of online ads are contextual advertising and behavioral advertising.