Amazon
Amazon's Mission Statement
Amazon.com has had a clear focus and a solitary mission since it began. Founder Jeff Bezos has publicly referred to the Amazon.com mission statement as the guiding force behind his leadership decisions many times in the company's 18-year history. It can be concluded that the success of Amazon.com as the top Internet retailing company in the world is due at least in part to their unwavering commitment to this mission and the daily execution of it. The mission and vision of Amazon.com is...
"Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online."
Amazon's 2001 Positioning Statement (when it almost exclusively sold books)
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.
Use the provided information, as well as your own research, to assess one (1) of the stated brands (Alfa Romeo, Amazon, or Google) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link.
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Name: Professor’s Name: Course Title: Date: Company/Brand Selected (Alfa Romeo, Amazon, or Google): |
- Target Customers/Users
Who are the target customers for the company/brand?
Amazon clientele is quite vast as it targets any person that is interested in purchasing online books, food, jewelry, toys, software, video games, consumer electronics, video and mp3 downloads? Streaming and cloud infrastructure. This means that the target market is students, parents, teenagers, home owners and even companies. The company is an all rounded company, and offers the basic commodities to the consumers.
How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users?
Amazon.com is an internet based company, their website is their gateway to their consumers. The amazon attracts approximately 130 million people one month. All their products can easily be accessible by anyone who visits their website.
What would grab the customers’/users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived?
The most eye-catching thing about amazon is their time efficient quality services. The company offers safety and security to their customers thus making their shopping experience much more reliable. For a customer seeking quality products, low prices and great customer service Amazon is the way to go. The target market ranges from 15 and above years as they are able to shop freely with their debit cards. Most customers are literate since one must be able to use a computer in order to shop.
What do these target customers’ value?
- Quality products
- On time delivery
- Low affordable prices
- One-stop shopping experience
- Reliable customer care services
- Competitors
Who are the brand’s competitors?
- Physical world retailers, catalog retailers, publishers, vendors, distributors
- Other online e-commerce sites
- Companies that provide e-commerce services
What product category does the brand fit into?
E-commerce
What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?
The best efficient online shopping experience is frame that customers have when they visit amazon. Other brand that people might compare to include eBay and Google
- USP (Unique Selling Proposition)
How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition?
The all roundedness of amazon. Amazon offers a shopping experience like no other since they offer quality goods. Since there are numerous products under one company a buyer is able to shop at a click all the requirements on might have. This is time saving thus much more efficient.
What is the brand’s uniqueness?
Price standardization
What is the competitive advantage of the brand? How is it different from other competing brands?
Since the prices are fair clients don’t have to look at other sites for better prices. The customers do not have to waste time bargaining or waiting for auction biddings. This is a just shop kind of market where the customer is able to access any item they require as compared to other brands where there are multiple products but are less efficient.
Does the brand have any attributes or benefits that dominate competitors?
Secure and privatized shopping experience that secures customers privacy.
- Positioning Statement & Motto
Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto.
- BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).
- BMW Motto: BMW is the ultimate driving machine.
[Insert response]
. positioning statement: Trusted. Innovative. Inspired.
. motto: Pay less for more.
