Amazon: Making the Connections
Amazon: Making the Connections
Michael Jorgensen
Corporate Objectives
Mission
The vision of Amazon.com is to “restlessly focus on customer experience by offering our customers low prices, convenience and a wide selection of merchandise” (Chaffey, Ellis-Chadwick, Johnston, Mayer, 2006).
Meeting the Mission Objectives
Amazon does an excellent job in offering low prices to its customers. As with many online retailers the company reserves the lowest prices for the most popular products and assigns higher prices to less popular products (Chaffey et al, 2006). This pricing strategy helps keep Amazon competitive in the online market.
Another way the company meets its objective of low prices is through offering free shipping. If a certain amount is spent with the company in any one purchase, the customer will receive free shipping for their order. The dollar amount at which free shipping is set varies with Amazon’s competition.
Amazon also offers an additional service called Amazon Marketplace. This service helps keep prices competitive by allowing third party sellers to price and sell their items to other consumers. These items are then integrated into Amazon’s standard product listings and are part of what Amazon describes as “the approach of low pricing” (Chaffey et al, 2006).
Amazon also does a tremendous job at offering convenience to its customers. Some of the basic features available to customers include: “latest inventory availability information, delivery date estimates, and options for expedited delivery, as well as delivery of shipment notifications and update facilities” (Chaffey et al, 206). These features help the customer stay informed and worry free a ...