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EXMBAQ 2011 N1 GRUPO E

EXMBAQ 2011 N1 GRUPO E. Just a digital shop …. … or a digital empire ?. All these companies belong to Amazon. Amazon Web Services drives these companies. Worldwide sales. CAGR = 3 2 %. Year 2011 $ 48.077 m. Year 2001 $ 3.123 m. Other 2 %. Other 3 %. EGM 19 %. Media 37 %. EGM

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EXMBAQ 2011 N1 GRUPO E

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  1. EXMBAQ 2011 N1 GRUPO E

  2. Just a digital shop …

  3. … or a digital empire ?

  4. All these companies belongto Amazon

  5. Amazon Web Services drivesthese companies

  6. Worldwide sales CAGR = 32 % Year 2011 $ 48.077 m Year 2001 $ 3.123 m Other 2 % Other 3 % EGM 19 % Media 37 % EGM 60 % Media 79 % Media  Books, music, movies, games,… EGM  Electronics and general merchandise Other  Amazon Web Services,…

  7. Amazon is a giant … 40 % growth in 2011 3 x $ 48.000 m of sales 1,25 x $ 90.000 m of market capitalization 2 x 152 m of customers 2 x 51.300 employees 25 x $ 189 of sales per unique user 24 x 7th site with the most unique users before 1st retail brand before

  8. Mission, vision and values Mission • We seek to be earth’s most customer-centric company for four primary customer sets: consumers, sellers, enterprises and content creators. Vision We seek to be build a place where people can come to find and discover anything they might want to buy online and enjoy the best shopping experience on the internet. Values Customer obsession. Ownership. Innovation. High hiring bar. Bias for action. Frugality.

  9. Core value proposition Amazon’s core value proposition is not disruptive. Amazon perfectly understood the old economy retail cocktail.

  10. Amazon’s virtuous cycle andits strategic imperative Get big fast by investing aggressively in new product categories and new businesses, by spending money on brand awareness and by getting new customers.

  11. A picture is worth athousand words …

  12. Marketing strategy Objectives Key actions Increase customer traffic. Pay per click advertising. E-mail marketing. Affiliate marketing. Create awareness of our products and services. Promote repeat purchases. Continual web site improvement. Streamlined ordering process. Personalization and customization. Customer’s opinions and co-creation. Customer service. Develop incremental product and service revenue opportunities. Partnerships and web services. Strengthen and broaden the Amazon brand name. Online advertisement. Offline advertisement.

  13. Best practices where Amazonis best-in-class Other retailers Large selection Low prices Service quality Navigation experience Users co-creation

  14. Best practices where Amazonis best-in-class $ 73,54 In stock. Sold by Car Toys. Large selection Suggested retailer Low prices Service quality Navigation experience Price competition Users co-creation

  15. Best practices where Amazonis best-in-class Large selection Free shipping in two or three days Low prices Service quality Navigation experience Returns and refunds are easy Users co-creation

  16. Best practices where Amazonis best-in-class Streamlined ordering process $ 59,00 In stock. Sold by LiveSpan. Large selection Low prices Personalized recommendations Service quality Navigation experience Users co-creation

  17. Best practices where Amazonis best-in-class Large selection Customer’s opinions Low prices Service quality Helpful ? Navigation experience Users co-creation

  18. Best practices where Amazonis best-in-class Rate a product or create product reviews Large selection Low prices Service quality Navigation experience Users co-creation Comment on other user’s reviews

  19. Best practices where Amazonis best-in-class Large selection Low prices Top reviewer ranking Service quality Navigation experience Users co-creation

  20. Best practices where Amazonis best-in-class Customer discussions Large selection Low prices Service quality Navigation experience Users co-creation

  21. Opportunities for improvementin terms of customer experience Length and design of the pages containing the information about the products.

  22. Opportunities for improvementin terms of customer experience Purchasing process when shopping in an Amazon’s website that is not intended for the country where the user lives. Calle María de Molina, 11 - 28006 Madrid - Spain

  23. Opportunities for improvementin terms of customer experience It is not possible to search in multiple departments The search options are too basic. Limited sorting and filtering options There are no advance search tools

  24. Functionality that we would add Wider interaction and interrelation with social networks to create a larger value added community.

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