Question

TALK ABOUT AMAZON and briefly describe its products and activities.
2. Description of the consumer goods industry and the organization’s main competitors .
3. What does it mean to be a global organization? Why is your chosen organization global?
4. Discuss the main success factors of the global brand. What is the marketing strategy, competitors and competitive advantage?
5. Discuss the concept of globalization vs. customization and the measures taken by the global brand to recognize that offerings and communication should be adapted to local preferences and conditions. Support your answer with solid examples.
6. Discuss the main challenges faced by the global organization in brand building such as positioning, communication, environmental change, product life cycle, brand equity, market share, consumer behavior, etc...
7. Discuss the organization’s future plans, expansions and diversification.

Answer 1

1. Amazon is an American multinational technology company that focuses on e-commerce, digital streaming, artificial intelligence and many other areas. It has been able to dominate the international market by ensuring the highest prices of shares in the market, which makes Amazon among the top companies globally. Due to wide area of products and services, huge customer support it is considered to be the most valuable brand in the world. It has managed to influence the world significantly both economically and culturally.

• History Of Amazon

It was established by Jeff Bezos in July, 1994 in Washington. But, now the company has it's headquarters in Seattle, US. The company started it's journey as an online book selling platform. In 1998, it added to it's cart selling of music and videos and also entered international market through acquisition of seller of books in United Kingdom and Germany. In the next year, it also sold video games, consumer electronics, home-improvement items, software, games, toys in addition to other items to expand it's market size. In 2002, it also started Amazon web series which provided data over websites regarding internet traffic patterns and other data. In 2015, Amazon left Walmart behind and earned the tag of most valuable retailer in United States. In 2017, Amazon acquired Whole Foods Market making it one of the biggest physical retailers. In 2018, Amzon's two-day delivery services lead Prime services to reach 100 million subscribers worldwide.

• Products and activities

Amazon covers a wide variety of products and services worldwide. It includes endless number of products on its platform across the globe. Its major products are as follows:

i) Media which includes books, DVDs, music CDs, videotapes, and software etc.

ii) Apparel

iii) Baby products

iv) Consumer electronics

v) Beauty products

vi) Gourmet foods

vii) Groceries

viii) Health and personal-care items

ix) Industrial & scientific supplies

x) Kitchen items

xi) Jewelry and watches

xii) Lawn and garden items

xiii) Musical instruments

xiv) Sporting goods

xv) Tools

xvi) Automotive items

xvii) Toys and Games

Besides, this it provides Prime services and Amazon Pay to provide Unified Payment Interface to carry out various monetary transactions like payment of bills, recharges, shopping on Amazon etc without carrying cash.

So, in all Amazon has covered all aspects to provide products and services to customers with regards to retain happy and satisfied customers around the world.