action plan for amazon in spain
I Company Objectives
In April 2005, Amazon successfully acquired the ongoing online bookstore company X in Spain, made the first step of its operation in Spain. Amazon's main objectives for the first year of operation in Spain are:
1. Restructure the company
2. Redesign the operation process and website
3. Re-launch website X as "Amazon.es"
Detailed marketing plan for the first year will be discussed in the following chapters.
II SWOT Analysis
Our marketing plan of Amazon.es concentrates on grabbing opportunities, enhancing our strengths, overcoming weaknesses and threats. The swot analysis of Amazon is shown in the following table:
Strengths
Market leader in e-business
High quality service
High Brand Reputation worldwide
Reliability
State-of-the-art infrastructure tech
Weaknesses
Amazon does not have offline presence
Uncertain local Suppliers Efficiency
Opportunities
Considerable Market Size
Good economic climate in Spain
Internet retailing is more stable & more technological supports
Potential extention to Latin America
No big competitor in pure e-retailing
Threats
Strong Competition in Spain
Customer Behavior (prefer off line shopping)
Bad internet Security perception
Government regulations (e.g. fixed price for books)
III Marketing Plan
3.1 Product
During the first year of operation, our product selection in Spain includes: Books, Music/DVD/Video, Video Games & Software. We will also provide marketplaces for third party sellers. This selection reduces operating risk, because of the following reasons:
A. These three categories of items account for the largest share of internet consumer goods retailing, at more than 50% in 2002
B. These three categories...
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