MKRT201 Introduction to Marketing and Management
As a company, Amazon.com, Inc has a broad consumer base, affecting its market share in numerous sectors. For example, its vast size has allowed it to take advantage of economies of scale, making it the US’s leader in e-commerce and cloud computing.
According to Stern (2019), Amazon.com, Inc and its services account for over 50% in ecommerce and cloud computing and slightly over 30% in digital streaming and artificial intelligence services. It is regarded as one of the most economically influential companies in the country.
The company was founded in 1995 as an online library by Jeff Bezos as an early initiative in exploiting the internet. Though the company almost failed, in 1998, it officially began operating as an e-commerce platform offering other products (Stern, 2019). Over the years, the company has acquired numerous other companies expanding its involvement in the service, produce, and technology sectors.
From an e-commerce perspective, Amazon.com, Inc has a significant share in the e-sector. However, the industry is highly competitive, with local and international companies offering similar but diverse services. Examples include e-Bay and China-based Alibaba.
By exploiting the CDSTEP marketing diagram, the macroenvironment affected by Amazon.com, Inc in e-commerce can be assessed. As previously mentioned, the e-commerce sector is highly competitive, with Amazon having numerous competitors in various aspects. The company also operates with a broad demographic, developing and selling goods and services.
Additionally, the vast working force needed significantly impacts the economy by employing thousands of people (Adaji & Vassileva, 2017). The resultant effect includes legal mandates for various facilities and critical technological requirements to promote safety, accuracy, and overall time management.
When assessing the company’s SWOT evaluations, it has numerous strengths and opportunities; however, it is limited by the impending threats in legal restrictions and under par working conditions. Among the strengths of Amazon.com, Inc. include the fact that it is the globally leading e-commerce platform. It has other services that bolster its e-commerce efficiency, superior logistics systems, and, finally, early entry into the market (Adaji & Vassileva, 2017).
The opportunities presented include restrictions brought about by the pandemic, increased access to the internet, and e-commerce support. However, the company’s progress is limited by threats such as Chinese companies’ competition and aggressive pricing strategies (Adaji & Vassileva, 2017). Moreover, with weaknesses such as reducing employee job satisfaction claims.
As previously mentioned, among the company’s key strengths is its ability to exploit other owned businesses to bolster marketing. The notion refers to the approach to which Amazon has used its cloud computing service and technology to bolster the efficacy of its e-commerce presence.
The impact is of the strength is, increased demand for cloud computing services offered by AWS (amazon web services), a subsidiary of Amazon.com, Inc. By exploiting the e-commerce platform, Amazon.com, Inc. can market itself and increase demand for other services such as AWS (Shokeen & Singh, 2019).
They are related as cloud computing is trending in the technology sector as it offers a new paradigm to productivity. As previously mentioned, the company’s approach has allowed it to dominate the industry with numerous non-governments, federal, state, and general populace rely on the services offered (Shokeen & Singh, 2019). Therefore, the relationship with other services offered, heavily shapes their strategy to determine the most effective approach.
Adaji, I., & Vassileva, J. (2017). Perceived Effectiveness, Credibility and Continuance Intention in E-commerce: A Study of Amazon. Persuasive Technology: Development and Implementation of Personalized Technologies to Change Attitudes and Behaviors, 293-306. https://doi.org/10.1007/978-3-319-55134-0_23
Shokeen, S., & Singh, A. (2019). Deploying an e-commerce website using Amazon Web Services. 2019 International Conference on Contemporary Computing and Informatics (IC3I). https://doi.org/10.1109/ic3i46837.2019.9055586
Stern, N. (2019). Amazon At 25: A Fascinating Journey Through Retail History. Forbes. Retrieved 8 August 2021, from https://www.forbes.com/sites/neilstern/2019/07/11/amazon-at-25-a-fascinating-journey-through-retail-history/?sh=7354e13027a4.