Bus301 Term Paper

Products and promotion strategies
Market size and industry structure

Present ownership structure
Amazon Company
On 5th July 1994 Jeff Bezos officially started Amazon, which is currently one of the biggest
online retailers in the world and a well-known cloud service provider which originally started as
a bookselling company. Gradually it progressed into a web-based company mainly specializing
in e-commerce, cloud computing, digital streaming, and artificial intelligence (AI) utilities. Its
primary goal is to serve consumers through both online and offline retail channels with a strong
emphasis on preference, value, and convenience.
According to new research of Cuofano (2022), “The largest individual shareholder is Jeff Bezos,
who owns 64,588,418 shares, acquiring 12.7% of the business shares. The CEO of Amazon,
Andy Jessy, is among the top individual shareholders with 94,729 shares”
Amazon's organizational structure is vertically structured, with global, function-based groups

and geographical divisions. Due to its extensive top-down control over global operations, the
company can grow its market share and keep its position as the market leader. A senior
management team will directly report to CEO Jeff Bezos in charge of all chains. "S Team" a
small group of senior Amazon executives collaborates with Bezos to spread his ideas, find
solutions to issues, establish noble objectives, and establish a company culture.
Amazon's products are a part of the marketing mix. The company provides a large selection of
products as the leading player in the online retail sector. As a result of continued expansion and
diversification, the company's products now include a variety of other products that address
market needs in addition to online retail like Retail service, Retail goods, Amazon Prime,
Consumer electronics, Digital content distribution service, Amazon Video, Amazon Web
Services (AWS),Amazon Publishing,AmazonFresh,Amazon Prime Pantry,Amazon Dash and
Video Direct.
Amazon uses advertising as its main channel for reaching out to its target audience. This tactic
increases the company's market dominance. Additionally, as a secondary strategy to draw clients
and persuade them to make purchases on the website. For instance, the business occasionally
makes use of sales and promotional offers to increase sales. On the other hand, through
charitable Publicity initiatives like donation improves the impression of its brand.
Amazon's main pricing strategy is market-oriented pricing. The benefit of this pricing strategy is
that it increases selling prices so that target customers find them more appealing, competitive,
and affordable. The price discrimination strategy, on the other hand, requires charging different
prices for the same good. Amazon uses its multiple websites to implement this pricing strategy.
This method is beneficial because it enables the business to customize prices in accordance with
local market conditions, consumer preferences and expectations.
Amazon Company
On 5th July 1994 Jeff Bezos officially started Amazon, which is currently one of the biggest
online retailers in the world and a well-known cloud service provider which originally started as
a bookselling company. Its primary goal is to serve consumers through both online and offline
retail channels with a strong emphasis on preference, value, and convenience.
According to new research of Cuofano (2022), “The largest individual shareholder is Jeff Bezos,
who owns 64,588,418 shares, acquiring 12.7% of the business shares.
Amazon's organizational structure is vertically structured, with global, function-based groups

and geographical divisions. "S Team" a small group of senior Amazon executives collaborates
with Bezos to spread his ideas, find solutions to issues, establish noble objectives, and establish a
company culture.
Amazon's products are a part of the marketing mix. As a result of continued expansion and
diversification, the company's products now include a variety of other products that address
market needs in addition to online retail like Retail service, Retail goods, Amazon Prime,
Consumer electronics, Digital content distribution service, Amazon Video, Amazon Web
Services (AWS),Amazon Publishing,AmazonFresh,Amazon Prime Pantry,Amazon Dash and
Video Direct.
Amazon uses advertising as its main channel for reaching out to its target audience. This tactic
increases the company's market dominance. Additionally, it draw clients and persuade them to
make purchases on the website. For example, the business occasionally makes use of sales and
promotional offers to increase sales.

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Products and promotion strategies

Market size and industry structure

Amazon's organizational structure is vertically structured, with global, function-based groups

Amazon's organizational structure is vertically structured, with global, function-based groups

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