AMAZON COMPANY. Business & Marketing Case Study Paper

Case Study Amazon
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Case Study Amazon
Success in any form of business is greatly influenced by the marketing strategies which a business chooses to create awareness and lure customers to buy its products. Amazon which has been a thriving business for a long time seems to reconstruct its marketing strategy by taking the advantage of its previous success inorder to attain positive competition with other international business platforms such as UberRush and Google Express which offer on-demand deliveries (Solomon, Marshall, Stuart, 2018). One of the key strategies that am amazon has utilized is the formation of the Amazon prime. This service was invented by Amazon to offer a two-day delivery of purchased goods within U.S. During its formation in 2005, Amazon prime would offer the delivery of goods at a fee of 79 dollars with a one-day shipping discount which attracted many people within the united states. However, the fees were increased to 99 dollars in 2014 which in a way decreased the customer value. Therefore, other services were invented with the objective of increasing the customer value such as the Prime instant video, Prime now and Prime store card.
Following the many prices established under the umbrella of prime, Amazon is currently being faced by the challenge of coping with lucrative prices for customers and coping with competition from other business service providers (Solomon, Marshall, Stuart, 2018). In view of this, Amazon has invented a variety of services which aim at dealing with the increasing competition. However, the more the services provided the more the competition increases. Hence, Amazon is faced with the decision to deal with the increased variety of services. Therefore, it is required to make a choice in regard of the long-term strategies that it is required to enable its success in a marketplace full of competition.
In making this decision, Amazon needs to consider its future place in the market. Offering many services to the customers m...