Table of

contents

01 02 03
Company Organizational Product
Background Chart Offered
Amazon’s Brief Background Organizational Structure Main Products and Services

04 05 06
Marketing Production Strategic
Plan Plan Plan
Advertising Strategies Business Methods and Process Goals, Vision, Values, and the
Company Future
Hello &
welcome to
presentation

LETS GET STARTED

Background
Background
-Amazon is the American electronic
commerce and cloud computing company
based in Seattle, Washington.

-Founded by Jeff Bezos in July 05, 1994.

Amazon is the world’s largest Internet retailer
measured by both revenue and market
capitalization.

-Amazon is the second largest in total sales

volume after China’s Alibaba Group.
Amazon sells everything from books to
television sets and car parts to outhouses.

It has become a one-stop-shop for almost

any product and a range of other business
ventures, such as Amazon Web Services.

Amazon provides a range of other

solutions to industry-leading companies
and even government agencies such as
the U.S. Central Intelligence Agency (CIA).
Amazon initially started life as an online
bookstore, however, Bezos rapidly
expanded Amazon’s product offerings and
services over time.

Amazon Marketing Strategy is something

that has become a case study at all the
top MBA colleges. Amazon's marketing
strategy helped the company achieve a
1.7 trillion-dollar valuation in 2021.
Organizational
Structure
 Jeffrey P.
Bezos
Executive
Chair

Organizational Structure
Andy Jassy

President Chief
Executive Officer

Brian T. Adam Shelly L. Jeffrey A. David A.

Oslavsky Selipsky Reynolds Wilke Zapolsky
Vice President SVP, General Counsel
Chief Financial CEO, Amazon Worldwide Controller CEO Worldwide
Officer and Secretary
Webservices and Principal Accounting Consumer
Officer

Tom Szkutak Christine Beth Galetti

Carla Stratfold
Beauchamp
Chief Financial VP Americas Sales, SVP Human
President,
Officer, Amazon.com AWS Resources
Amazon Fashion

Jeff
Greg Pearson
Blackburn
VP Americas Sales, SVP, Worldwide Business
AWS Development
 Amazon has a functional organizational structure.

This company structure type uses business function as basis for determining
the interactions among components of the organization, in contrast to other
organizational designs and organizational structures wherein variables, like
market location, dictate corporate management decisions, strategies, and
control.
 Amazon’s Corporate Structure’s Characteristics

Global Function- Global Hierarchical Geographical

based Groups Structure Divisions
 Global Function-based Groups

Function-based groups are the strongest characteristic of Amazon’s

organizational structure. Each major business function, such as Consumer
Business, has a dedicated group or team, and a senior manager.

The strategic objective in having this structural characteristic is

effectiveness combined with efficiency in Amazon’s operations.
 Global Hierarchical Structure

The hierarchical structure is expressed in terms of a multinational system of

vertical lines of command and authority that influence the online retail firm.

For example, senior executives’ directives are passed down through the
corporate structure, from the headquarters to lower-level managers in
online retail, inventory and warehouse management, and other business
areas.
 Geographical Divisions

In this structural characteristic, divisions are based on geographical

regions and related business goals for the technology and Internet-
based services company.

These divisions of the corporate structure facilitate the management

of the regional trends, opportunities, and threats.
Product Offered
Amazon Prime
As an Amazon Prime member, you will have access
to a suite of benefits, including: Free delivery on
millions of local and international Prime eligible
items (excludes select remote areas), Prime Video,
watch popular movies and TV, award-winning
Originals and more, Amazon Music Prime, stream
all the music you love plus top podcasts, ad-free,
Prime Reading, enjoy a rotating selection of books,
magazines, and more, Prime Gaming, enjoy a
selection of free games every month, and a Twitch
Channel Subscription, exclusive Prime member
deals and more.
Amazon Kindle
Amazon Kindle is a series of e-readers by
Amazon.com that enable users to browse, buy,
download and read e-books, newspapers, magazines
and other digital media via wireless networking to the
Kindle Store.

Amazon began offering differing models within

generations of its readers starting with the
Paperwhite, Voyage, and most recently the Oasis 2
released in October 2017.
Amazon Music
Amazon Music is a music streaming platform and
online music store operated by Amazon. As of January
2020, the service had 55 million subscribers.

It was the first music store to sell music without digital

rights management from the four major music labels,
as well as many independents.

Amazon Music Unlimited is a worthwhile streaming

music and podcast service, and that recommendation
rides almost entirely on the back of the service's Music
HD catalog and Alexa, Echo, and Fire TV features.
Amazon Drive
Amazon Drive is a secure online storage service for
your photos, videos, and files. Every Amazon
customer gets 5 GB of free storage shared with
Amazon Photos.

Save, organize, share, and access all your files on

desktop, mobile, and tablet. The Initial release date of
amazon drive is on March 29, 2011.
Amazon Alexa
Amazon Alexa, also known simply as Alexa, is a
virtual assistant technology largely based on a Polish
speech synthesizer named Ivona, bought by Amazon
in 2013.

It was first used in the Amazon Echo smart speaker

and the Echo Dot, Echo Studio and Amazon Tap
speakers developed by Amazon Lab126.

Alexa is the better option for smart home

integration, as it supports a wide range of smart
home devices from various brands.
Amazon’s
Marketing Plan
AMAZON’S
MARKETING MIX
(4PS)
 Amazon’s Marketing Mix

Amazon’s marketing plan can also be called a marketing mix, due to

the four factors that affect them. A company thinks of a unique idea
that presents itself and promotes itself via mixing multiple areas of its
plan as part of its marketing plan, that is what you call a ‘marketing
mix’.

A marketing mix involves four key elements: product, pricing,

locations, and promotion. These elements also referred to as the ‘four
P’s’ are extremely effective when developing a marketing plan to
market a product or service to the target audiences.
 Product

Initially Amazon sold books through the years Amazon is now capable
of selling products in different categories. The category includes
kitchenware, electronics, books, artwork, and many more.

This means their strategy for products was to expand their products
to compete with competitors by adding new categories of products.
 Pricing

What Amazon did was that the price they offered for products or
services was to make the customers spend their money reasonably
so that they could compete with their competitors.

Amazon called it competitive pricing. They analyze the pricing of

their competitors and lower their prices on those products or
services.
 Factors to Consider in Pricing

Supply and Opinions of

Financial Outlays Competition
Demand Customers
 Places

Due to the remote nature of Amazon they allow users to shop from
Amazon at home, formerly only based in the USA they now have
Amazon Global to allow users to shop internationally from any part
of the world.
 Promotions

As for Amazon’s promotional strategy, they have used variations of

traditional promotional strategies. This includes products advertised
in press magazines, newspapers, billboards, telecasted on TV, and
other such operations.
Amazon’s Marketing Strategies

Personalized
Customer Focus Amazon Prime
Recommendation

Third-Party Sellers Innovation Data Insights

 Amazon also uses other marketing models, such as PPC
campaigns. Amazon PPC (Pay-Per-Click) is one of Amazon’s
advertising models that allows merchants to amplify their
products.
Amazon’s
Production Plan
 The Working Backwards Method

Start with the Evaluate Build the

Discover high-level Create the
customer and opportunity. Is
solutions and
draft press it compelling roadmap and backlog and
get stakeholder
enough? Should identify assign task
release. we build it?
approval.
themes.
The Amazon working backward method is a product
development approach that starts with the team imagining
the product is ready to ship. The product team’s first step is to
draft a press release announcing the product’s availability.
The audience for this press release is the product’s customer.
What Goes into the Working
Backwards Press Release?
-The product’s name
-The intended customer
-The problem the product solves
-The benefits to the customer
-A quote from someone at the company
explaining in an inspirational way why you
developed the product and what you hope it
will do for your customer
-Optional addendum: FAQ answering the
business or tactical questions about building
the product
 Why Should a Product Team Use
the Working Backwards Method?
1. It’s a useful gut-check about a product’s
viability.
2. The press release can become a useful guide
during development.
3. It supports the principle of customer
centrism.
Amazon’s
Strategic Plan
 Company Mission
“To be Earth’s most customer-centric company,
Earth’s best employer, and Earth’s safest place
to work.”
Amazon’s Current Objectives

1. Improve customer relationships

2. Expand products and services
3. Expand overseas
4. Expand partnerships
5. Profitability in every Amazon.com business
 Corporate Targets
1. To be the fastest growing e-commerce firm through the
acquisition of new clients;

2. To re-assemble brand personality to dispense with the

current brand picture related disarray among customers.
 Business Targets
1. To expand total turnover by 25% in the one-year
period;
2. To develop the present dynamic client base by
20% in the one-year period;
3. To build a piece of the overall industry by 1% in
the one-year period.
Amazon’s Business Strategy
 Concentric
Diversification

Cost Leadership
Strategy

Competitive Pricing
 Ansoff Matrix

Partnership

Media and Target

Advertising
thanks for
listening