Executive summary
Amazon.com is the world’s largest customer centric company that sells various products to global clients. The company has actively engaged in brand building by providing great product, possessing proper website and creating unique marketing strategy. Amazon.com has a unique perception in the eyes of consumer and constantly strives to promote trust and reliability which gives Amazon.com additional competitive edge.
Amazon.com is one of the most famous customer-centric company that sells various products purchased from manufacturers and distributors through global websites www.amazon.com, www.amazon.de, www.amazon.co.uk, www.amazon.fr, www.amazon.co.jp, and www.amazon.ca to the final customers from around the globe. Amazon.com offers various collective items from apparel, to shoes, to accessories, to home/garden/outdoor living products, to baby care products to jewelry to watches to books, to kitchenware to houseware to camera and photography to various cell phones, subscriptions, office products, computers, electronics, software, DVDs, videos, food, tools and hardware, healthcare and personal care products and toys. As one can understand, Amazon.com sells virtually any product that one might want to purchase in an online mode, i.e. without risking a too large sum of money when conducting purchases online (Randall, p.121).
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In order for Amazon.com to develop a sustainable competitive advantage over its competition, one needs to adhere to the following elements:
- Develop a great product. Amazon.com sells numerous products and provides amazing convenience with its unique ability to meet customers’ needs and demands in a timely manner
- Develop a proper website to sell products. Amazon.com had developed several websites as illustrated earlier in the essay, all of which still are analogous and almost identical with the language as well as some country-specific products being the sole difference.
- Develop a unique marketing strategy to beat the competition.
One should understand that Amazon.com needs to account for each of the three elements noted above to develop full potential. Failure to remain competitive on any one of the elements is likely to compromise Amazon.com’s competitive advantage (Stein, 240).
Branding with respect to Amazon.com is probably the most powerful idea in business, and only few companies are able to take control of their brands and create them. Amazon.com needs to understand that branding is about visual, emotional, rational and cultural image that the customers apply to Amazon.com or any other company and its products (McCall, p.45).
Amazon.com just like other companies has its unique image in the eyes of customers. One does not have to be a customer of a particular company to know about a company and have some opinion about it. If a company fails to create a unique image, it will likely witness how the market and the customers create a unique (may not necessarily be favorable) image of that company.
In order to build and maintain unique branding attributes of Amazon.com the company needs to research the customers and find the top reasons why customers would want to buy from Amazon.com. After that information had been found, Amazon.com needs to further promote it in advertising, news releases and communications with employees and customers (Gregory, p 53).
Amazon.com already engages in consistent repetition of that unique branding image of being the top online merchandising company selling virtually anything from apparel, to shoes, to accessories, to home/garden/outdoor living products, to baby care products to jewelry to watches to books, to kitchenware to houseware to camera and photography to various cell phones, subscriptions, office products, computers, electronics, software, DVDs, videos, food, tools and hardware, healthcare and personal care products and toys.
Amazon.com understands that emotional relationship with a brand is what makes it powerful and thus constantly promotes its image online via cross referencing, providing editorial reviews and other pieces of information.
It is interesting to add that Amazon.com brand just like other brands is made of the following:
- How it looks like? Amazon.com looks like a large online shop that sells to a global clientele.
- What it says to customers? Amazon.com says that customers can buy virtually anything they want, mostly books, be they used or new around the world (Hyde, p. 79).
- What Amazon.com does with it? Amazon.com promotes its services and goods abroad and manages to effectively beat the competition while providing the best possible services to the clients.
Amazon.com’s branding comprises brand names, logos, colors, graphics, and positioning as applied throughout the organization. A good name of Amazon.com with the absence of complex graphics is intended to create favorable first impression among customers. Amazon is the name of the world’s largest river and second longest river (after the Nile). Amazon.com is associated with the presence of the largest amount of books and other products available for purchase on a regular basis for customers (Winkler, p. 94).
Amazon.com’s branding strategy comprise the association with the world’s largest online shop (Amazon is the world’s largest river), catchy name and perceive quality and omnipresence of this website.
Amazon.com in order to retain customers via its website had created a very user-friendly website that allows users to quickly choose whatever product they might want and order it via different payment options. One uses a quick and effective shopping cart and a sophisticated customer review section that allows potential customers to know better about a particular product while the former customers to express their opinion on the given issue. Amazon.com also provides various discount programs that progress with the number of items purchased (Allan, p. 187). The customers are also given an opportunity to obtain personalized recommendations on how to use the website of Amazon.com more effectively. Amazon.com delivers the products quickly around the world and sometimes offers discounts of delivery in order to attract more new customers and retain the old ones.
Amazon.com promotes trust and security via providing money-back guarantees, friendly customer support team available in an online and off-line mode. Amazon.com gives customers a toll free phone number to clear out certain questions and provides extensive recommendations to provide an answer to any customer concern (Kania, p.362).
Speaking about recommendations, I would like to note that Amazon.com should besides selling products the way it does at present, create an online auction similar to that at eBay. Amazon.com already has many goods available for sale, yet auction and betting would likely give Amazon.com more business.
In conclusion, I would like to note that Amazon.com is a world’s largest and most famous company selling various merchandise from apparel, to shoes, to accessories, to home/garden/outdoor living products, to baby care products to jewelry to watches to books, to kitchenware to houseware to camera and photography to various cell phones, subscriptions, office products, computers, electronics, software, DVDs, videos, food, tools and hardware, healthcare and personal care products and toys. The company has actively engaged in website promotion, branding and customer support to build loyalty and trust. I believe that if Amazon.com starts additional investment in the only auction similar to that of eBay, it would likely to get more business and improve its position.
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