Amazon

Amazon has an incredibly broad customer base, given that it offers consumers all kinds of goods. The company has recently targeted primarily supermarkets, food stores and Amazon Business, which the company launched in 2015, has since expanded into its business. The enterprise has over 1 million company clients. The firm is targeted at a wide variety of clients, as it offers a range of items to medical equipment from industrial supplies. Since it is an e-commerce business, it targets persons who have the ability to use the internet and prefer to shop online rather than physically trying to locate a product. How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users? Amazon engages in E-commerce business and therefore uses online platforms to reach its customers. The company uses various social media platforms to advertise itself and raise awareness among its potential customers concerning their existence. The company also provides information about their products on their websites which are available to the customers once they search the internet. They also use other forms of media to advertise themselves such as television and newspapers. However, the use of online platforms is the method that is largely employed to reach its customers and users. The company also has various applications available for android and apple users where they can access the various product offerings of the company. What would grab the customers/users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived? The company uses a multi-segment positioning where it offers a variety of products and services. This allows the company to exploit a wide range of customer segments at the same time. It has the widest customer segment in the United States with over 480 million product offerings in the country. The company also uses adaptive positioning by following up of trends in external marketplaces and repositioning its products and services to increase the expectations of the customers. The company targets customers from more than 100 nations and thus has customers who have varied cultures and lifestyles. The wide range products ensure that the firm caters for people from different cultures. The customers are from both rural and urban regions since they offer deliveries of the goods purchased by the customers. The age of the customers is anyone above 18 years. They cater for the needs of all classes of people and people from different types of lifestyles.What do these target customers’ value? The customers value reliability from the company and confidentiality. Since it is an online platform and involves the providing confidential information concerning their bank accounts and credit cards. The customers value the ability of the company to guarantee safekeeping of confidential information provides. They also value reliability where the company must ensure the customers received what they ordered in good condition at the right time and at the right place. 2. CompetitorsWho are the brand’s competitors?The company operates in three general segments which are media, electronics, and a range of other products. In its media segment, the company has many competitors who provide the same products. They include eBay, Netflix, Time Warner Cable, Google, Apple and Liberty Interactive. All these companies offer a wide range of media content which poses a threat to the Amazon. In the electronic segment, the company experiences stiff competition from various companies such as Best Buys, Family Dollar, Walmart, and Staples among others. These are mainly companies that are based in the United States and their business does not rely on an online platform. However, it also has competitors who use the online platform to reach their customers such as Alibaba, Wayfair Inc., Zulily among others. It also competes with the some of the largest companies globally which include Google, Oracle, and Salesforce.com among others. What product category does the brand fit into? The company offers a wide range of products and cannot, therefore, be classified under product categories. It, however, fits as an E-commerce business as it is well known as an online store. What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?The frame of reference the customer will use is the Amazon logo which is well known and helps the customers identify with the brand. They will also make reference to the online platform provided by the company. The customers might compare this brand to the e-Bay and Alibaba. 3. USP (Unique Selling Proposition)How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition?The company is better than its competitors as it places high value on its customers. The unique selling proposition for Amazon is its customer service; it is known to have the world’s best customer service team as reflected in its motto which refers to it as the world’s most customer-centered company. What is the brand’s uniqueness?The uniqueness of Amazon is that the customers are not required to have resources or technical skills that are quite high. It also provides the customers with a variety of options in terms of design. What is the competitive advantage of the brand? How is it different from other competing brands?The competitive advantage for Amazon is its culture of innovation where the company comes up with creative ways to ensure that the customers’ needs are fulfilled. The company uses AWS to run websites such as Quora. They also deliver products to customers using drones, allows physical payments for small businesses among other innovative practices. This is different from other brands which are still not innovative enough. Does the brand have any attributes or benefits that dominate competitors?Amazon has various attributes that dominate competitors. This includes their wide range of infrastructure and an architecture that is service oriented. This ensures the operations of the company are easy to undertake. 4. Positioning Statement & MottoDevelop a new positioning statement and motto for the brand you selected. Amazon Positioning statement: The brand that caters for customers of all kinds who want an easy and hustle free shopping experience that places the customer first. Amazon Motto: wherever you are, your ultimate online store is Amazon.