Question

Should the firm pursue full market coverage, multiple segment specialization, single-segment concentration, or individual marketing? (Amazon)

Answer 1

Amazon should be trying to pursue multiple segment specialisation because the company have a a high level of competitive advantage all across the globe and it is one of the highest market capitalised company and it has an ability of aggressive takevover of its competitors so it can try to enhance its operation through taking upon its competitor and trying to expertise itself in the particular segment so all the segments it is exposed into like e commerce or digital streaming along with cloud computing, it can specialised itself so that it can be performing different brand within Amazon itself and it is able to retain a large amount of market share all across the globe and the level of competitiveness will be providing Amazon with the additional advantage in gaining Nifty specialisation in overall segmentation approach.

Amazon has the leverage of maximizing its value based upon taking additional debt as it has an aggressive strategy of expansion and working all across the globe and it should be trying to focus upon specialisation because it will help Amazon in order to require large amount of market share and establish brands among Amazon itself so it will be helping Amazon in order to maximise its value by specialisation of various segments.