Amazon SWOT Analysis, USP & Competitors

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SWOT Analysis of Amazon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Amazon

Parent Company

Amazon.com Inc

Category

Website-online shopping

Sector

IT and Technology

Tagline/ Slogan

Work hard. Have fun. Make history; Earths largest book store

USP

Trusted brand providing online auction and shopping opportunities

Amazon STP

Segment

Internet users who want to shop

Target Group

Internet users relying on internet for shopping and other transactions from middle & upper middle class

Positioning

Amazon is positioned as a global online market place which facilitates shopping through a customized user shopping experience

Amazon SWOT Analysis

Strengths

1. Amazon is an early market entrant with brand equity

2. Integrated services like online ticket tracking, online money transfers etc give Amazon a huge edge

3. Vast customer base due to international presence

4. Amazon provides customized user shopping experience.

5. The company has over 33,000 employees in over 20 countries

6. Strong brand image of Amazon owing to excellent marketing and branding activities

7. Advertising through online, TVCs, print ads etc have increased brand presence of Amazon

Weaknesses

1. Less presence in emerging markets as compared to competitors

2. Limited penetration of online shopping indirectly affects the sales

Opportunities

1. The markets devoid of internet and increasing internet can boost Amazon's presence
2. Customers reluctant in shopping online can be persuaded
3. Partnerships with corporate houses for bulk selling can help boost sale of Amazon

Threats

1. Amazon can be subjected to frauds
2. Risk of brand dilution by selling a very wide range of products
3. Newly emerging competitive online shopping portals

Competition

Competitors

1. Ebay
2. Flipkart
3. Homeshop18

4. Snapdeal



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