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12 views

Statement

Uploaded by

podil32044
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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AMITY GLOBAL BUSINESS SCHOOL, NOIDA

AMITY UNIVERSITY

DISSERTATION REPORT ON

“BRAND EXTENSION STRATEGIES OF AMAZON”

Submitted By:

JATIN SACHDEVA

(A30101920009)

Master of Business Administration (MBA)

2020 – 2022

Under the guidance of

Dr. Aparajita Dasgupta Amist


STATEMENT

I, Jatin Sachdeva, student at Amity University (Amity Global Business School, Noida

campus), hereby declare all the information facts and figures in this report are based on my

own findings.

I hereby also declare that the work done me has not been copied, it is my original work.
ACKNOWLEDGEMENT

I would like to acknowledge and give my warmest thanks to my supervisor (Dr. Aparajita

Dasgupta) who made this work possible. His/her guidance and advice carried me through all

the stages of writing my project.

I would also like to thank my committee members for letting my defence be an enjoyable

moment, and for your brilliant comments and suggestions, thanks to you.

I would also like to give special thanks to my family as a whole for their continuous support

and understanding when undertaking my research and writing my project.

Your prayer for me was what sustained me this far. Finally, I would like to thank God, for

letting me through all the difficulties. I have experienced your guidance day by day. You are

the one who let me finish my degree. I will keep on trusting you for my future.
EXECUTIVE SUMMARY

Amazon is an American technology company focused on commerce, cloud computing,

digital broadcasting, and virtualization. It has been called "one of the most powerful

economic and cultural forces in the world", and is one of the world's most important products.

Amazon was founded by Jeff Bezos in July 1994, who chose Seattle over a multitude of

technical talent, as Microsoft was in the area.

Amazon's product lines available on its website include a wide range of media (books,

DVDs, music CDs, videocassettes and software), clothing, children's products, consumer

electronics, beauty products, delicacies, groceries, health and more personal care, industry &

science equipment, kitchen appliances, jewellery, watches, grass and garden items, musical

instruments, sports equipment, tools, car accessories, and toys and games.

The strengths of Amazon is that they have a strong brand name, brand evaluation, it is

customer oriented and it is innovated. The weaknesses of Amazon is has easy business

model, it is losing margins in few areas, it’s products flops and fails and it has tax avoidance

controversy. The opportunities that can build Amazon as a better brand are that they can

expand physical stores, they can improve technological measures , they can do backward

integration, can acquire more acquisitions and can introduce self – driving technology. The

threats that can Amazon face are they have faced few controversies, they can face

government regulations, can create links to exploit labour and can face aggressive

competition.
The marketing strategies of Amazon includes Amazon Search Engine Optimization, in that it

includes keywords, product texts, product images, product reviews, delivery method and

prices.

The advertising strategies of Amazon includes paid advertising that includes Amazon

Marketing Services, Amazon Advertising Platform, Amazon Media group. The Amazon also

has some discount deals that includes free of charge sales prices, promotions, free shipping. It

also has subject to a fee that includes lightning deals, coupons, brand stores.

The external strategies of Amazon includes pay-per-click advertising, newsletter/ emails,

content targeting, deals sites.

The Amazon can make its brand more popular as a driver of corporate strategy, by

identifying core competencies, by diversifying into cloud based services and by expanding

their business globally.

In comparison to Amazon there are some marketing strategies that are followed by Flipkart.

The marketing strategies followed by Amazon are Segmentation, targeting, positioning,

distribution strategy in the Marketing strategy, have equity as a brand and have customer

analysis.

There are two sources of data. The first is the primary source in that the google form was

floated among 100 people. The questions were related to what’s the age of the respondent,

what’s the profession of the respondent, the reason why they choose Amazon, how frequently

they order from Amazon, how was the services of Amazon, how was the quality of the
products that they received, did they received the delivery of the products on time or not, how

are the prices of products, do they think that the marketing strategies of Amazon is good or

not, and do they think that Amazon should open public stores.

The second source of data is secondary source. In that a depth study was done from the

various sources.

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