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1、BUSINESS MANAGEMENTContent of tableIntroduction.3Overview.3Products.5Technology.7Competition.9Marketing.13Conclusion.15Reference16IntroductionThis report will conclude the history of the A; introduce Amazons major market and the list of Amazons annual data. It demonstrates the Big issue timeline abo
2、ut Amazon since it was built in 1994. We also explained and analyzed the front and back technology of A and found out Amazons main competitors in the online retail. Then we focus on the marketing of the e-commerce, indentified the problem with A and the marketing shares, segment and market positioni
3、ng of Amazon. Overview of AmazonAmazon is a Fortune 500 American e-commerce company in Seattle, Washington. It is the largest online electronic retailer in America and It is also the leader of e-commerce all over the world. Jeffrey Bezos built Amazon in 1994. Its website was built in 1995. It starte
4、d as a book retailer, now they expanded their product offerings for international sites, worldwide network of fulfillment and customer service center. Today, Amazon offers everything not just the books. Amazon operate sites in the United Kingdom, Germany, France, Japan, Canada, Italy, and China (J)
5、and maintain over 40 fulfillment centers around the world which encompass more than 17.5 million square feet. These website are separated but the website model is the same one. Amazon went public in 1997. Its first shareholder Bezos wrote the letter for As success: “Start with customers and work bac
6、kwards Listen to customers, but dont just listen to customers also invent on their behalf Obsess over customers.” This policy was backed by a startling business philosophy Bezos planned on operating at a loss for 4-5 years. It was not until 2001 that A posted a net profit at a minuscule one-cent per
7、 share. Yet, despite its bizarre business strategy, A claimed over 1.4 million customers after only two years of being online. Amazons revenues are triple those of its nearest competitor Staples Inc.Now, 45 million be the customers at A. They buy everything from books to fashion products to jewelry
8、to children toys. It become one of the most famous brand names in the world and garners an estimated 50% of its sales from overseas consumers. Amazon surviving the dot-com bust in the late 1990s and early 2000s, Amazon passed the e-storms and now prosperous in the retail market, challenging vending
9、giants like Wal-Mart and have its own aim. It targets two goals: the new technological innovation and satisfaction of a customer fulfillment. Amazon has steadily grown from a small book retailer into a multinational giant, a king of the internet and international retailer.Annual Sales Data2009200820
10、0720062005Net Sale (billion)$24.5$19.2$14.8$10.7$8.5YoY % chg27.9%29.2%38.5%26.2%22.7%Excluding F/X28.8%28.3%34.8%26.0%23.7%Net sales increased 28% year-over-year to $24.5 billion in 2009. This is 15 times higher than net sales 10 years ago when they were $1.64 billion in 1999. (A)We can see from ch
11、art that Amazons sales grow in a speed way every year. It demonstrates Amazon has a huge customer group and its customer group increase year by year. But consider with Apple went to the e-book market. It is a big challenge for Amazon. (retailsails, 2010) ProductWhen Bezos built A in 1995, it only so
12、ld books on the website. According to the expand, Now Amazon has branched into music, DVD & games, Kindle, electronics, computer& office, home, garden& pets, toys, children& baby, clothes, shoes& watches, hobbies, sports & leisure, beauty, tolls and car. Everything in the normal life you want can bu
13、y in the A. Today it is not just a book retailer. It is an e-commerce giant.It is a improving when Amazon released Kindle. It changes peoples reading habit. People can use Kindle to read many by this eBook. You do not need to buy one book and just can read this one book. You can buy one Kindle to re
14、ad any book. It is very convenience. We do not need to carry many books or buy with us. The online retailer, Amazon, has reported a 16% rise in third-quarter profit, as its Kindle e-book reader continues to bolster sales. Amazon made a net profit of $231m (147m) in the three months to September, up from the $199m it made in the same period a year earlier. The Kindle launched in the US in 2007. Since going on sale in other countries, including the UK, in 2009, it has become Amazons fastest-selling and best-selling item. (BBC, 2010)Amazon launches film studio deal for
