Escolar Documentos
Profissional Documentos
Cultura Documentos
ON
Competitor Analysis in Amazon
1
Preface
2
Acknowledgement
The project of this magnitude would not have been completed singly. Firstly I
want to give my hearty thanks to all mighty who made the world and me also.
There are many other people without whom the completion of the project
would not have been possible. Some have contributed towards this directly
while other have provided indirectly.
Mr.Narendra Jha (Manager (Planet Retail)) and Mr. Atul Jha (Senior Marketing
Executive) for providing me summer training in his reputed organization and
giving me a chance to have the experience of actual retail operations.
Last but not the least I would like to convey my heartiest gratitude to all
Members of Amazon(Planet Retail) who helped a lot during my summer
training
Signature
Date-
3
Declaration
Signature
Place-
Enroll no: KU
4
Table of Contents:
5
Chapter1: The Organization
This component of marketing mix focuses on the price levels a firms uses in
selling its products. As it uses low prices as a way of attracting customers to its
e-commerce website and product offerings. It uses following pricing strategies:
Market- oriented pricing strategy, Price discrimination strategy and Value-
based pricing strategy
The venues used to reach target customers are identified in this components
of the marketing mix . As it is mainly online business company so it uses the
following places to reach its customers: E-commerce websites and Others. It
6
uses its E-commerce websites as its primary place for transacting to
customers. The component of the marketing mix involves the strategies and
tactics that company uses to communicate with its target market. It aims to
persuade its customers to visit its websites and pay for its online services. The
following strategies and tactics are used in such promotional mix, arranged
according to importance in the companys E-commerce business:
Advertising(most important), Sales promotion, Public relations and Direct
marketing.
Amazon is one of the worlds biggest online retailer, selling a vast array
of goods such as books, music, games, clothes and movies.
Amazon has outgrown several competitors in its field, and has gone on
to become a market leader, and has around 240 million customer
worldwide.
It faces tough competition from the likes of eBay, flipkart and snapdeal. It is an
ecommerce company, using connections to the internet from various gadgets
such as phones and tablets, to allow its customers to browse ant purchase
products immediately.
Amazon has built up a huge product base, and sells almost everything,
including:
Kindle
Books
DVDs
Mobile phones/tablets
Games
Jewellery
7
It focuses on the price levels a firms uses in selling its products. As it uses
low prices as a way of attracting customers to its e-commerce website and
product offerings.
We share the vision and belief that our customers and stakeholders shall be
served only by creating and executing future scenarios in the consumption
space leading to economic development.
We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful
8
1.3. CORE VALUE:
Indianness: confidence in ourselves.
Respect & Humility: to respect every individual and be humble in our conduct.
Simplicity & Positivity: Simplicity and positivity in our thought, business and
action.
9
Chapter 3: Research methodology:
Research title: competitor analysis at AMAZON
Primary Data:- Such data are mainly concerned with the first hand
information. It consists of preparing the questionnaire or by taking interview.
There was no specific questionnaire prepared but brief discussions were
undertaken with the personnel as and where required.
10
Therefore, research methodology is the way to systematically solve the
research problem. Research methodology not only talks of the methods but
also logic behind the methods used in the context of a research study and it
explains why a particular method has been used in the preference of the other
methods
12
Research objectives
Primary objective:
Secondary objective:
2.3. Survey:
Survey title: competitor analysis at AMAZON.COM
Strength:
Pioneer in the industry, largest market share and capitalization.
Reputation for value for money(Competitive pricing), convenience and a
wide range of products all in one online store.
Being financially strong helps Amazon retail India deal with any
problems, ride any dip in profits and out perform their rivals
Development and Innovation are high at Amazon India with regards to
it products and consumer preferences and lifestyle changes which keep
its ahead of its competitors.
Weakness:
Pantaloons do not function internationally, which has an effect on
success, as they do not reach consumers in overseas markets.
Since Pantaloons Retail India Ltd sell products across many sectors,
it may not have the flexibility of some of its more focused
competitors.
Lack of providing standard carry bags
14
Opportunities:
15
Chapter 4: Data Interpretation:
QUESTIONNAIRE:
1) You prefer to shop from
Hypermarket 40
Small retailers 16
Others 8
16
Sales
hyper market
brand specific outlet
small retailers
others
Inference; from the pie chart depicted that frequency of shopping from
hypermarket is highest it contains 40% of total outcomes. 36% respondents
like to visit in specific outlets; where as 16% wants to buy the product from
small retailers. Hence we can conclude that mostly people like to shop from
hyper market.
Product quality 32
17
Sales
product quality
Inference: from the above data we can say that most of the customer is
quality conscious Amazon should focus on more in quality. It is clear
that 32% of respondent chose product quality out of 100 respondents.
Whereas 20%customer likes store appearance, 24% respondents
believe in promotion and offers and 24%in price and terms of
payment. we can conclude that mostly people like product quality in
Amazon.
Every week 24
18
Sales
every week
once in two week
once in three week
once in a month
C) Quality ( ) D) others ( )
Assortments 12
19
Quality 20
Others 8
Sales
Inference: from the above data we can say that most of the customer is
quality conscious Amazon should focus on more in quality. It is clear
that 32% of respondent chose product quality out of 100 respondents.
Whereas 20%customer likes store appearance, 24% respondents
believe in promotion and offers and 24%in price and terms of
payment. we can conclude that mostly people like product quality in
Amazon.
A) Excellent ( ) B) Good ( )
C) Average ( ) D) Bad ( )
20
Excellent 38
Good 48
Average 16
Bad 0
Sales
excellent
good
average
bad
Inference: from the above pie chart it is clear that brand and product
available in Amazon is up to the mark. Out of 100 respondent 36 respondent
liked excellent option where as 48 respondent view good options. It means
that brand and product in Amazon is qualitative and doing fine job.
Print media 32
Electronic media 20
21
Word of mouth 44
Magazine 4
Sales
print media
electronic media
word of mouth
magazine
A) Flipkart ( ) ( ) B) E bay ( )
C) Myntra ( ) D) Snapdeal ( )
Flipkart 55
E bay 46
22
Myntra 35
Snapdeal 25
Sales
flipkart
ebay
myntra
snapdeal
A) Excellent ( ) B) Good ( )
C) Average ( ) D) Bad ( )
Excellent 44
Good 40
Average 16
23
Sales
excellent
god
average
bad
Inference: we can conclude that product display and signage are nearly
90% excellent and good of total respondent. Out of 100 respondent
44% believed that product display and signage are excellent in nature
and 44% is in good .thus we can conclude that display and signage is up
to the mark.
Yes No
Yes 34 17 51%
No 33 16 49%
Total 67 33 100%
24
35
30
25
20 male respondent
female respondent
15
10
0
yes no
Yes No
Yes 95
No 5
25
Sales
yes
no
26
Chapter 5: Conclusions
Amazon offers a wide variety of product of different prices and different
qualities satisfying most of its customers.
Prices and offers in Amazon have been one of the main attractions and
reason for its popularity.
The customer gets all kind of product in Amazon under one roof.
Flipkart is the main competitor of Amazon.
5.1. Recommendation :
27
References
www.amazon.com
www.lgindia.com
www.google.com
www.wikipedia.com
Business world
Business today
Economics Times
Times of India
28
APPENDIX
Dear Sir/madam,
QUESTIONNAIRE
NAME:
29
C) Promotions and offers ( ) D) price & terms of payment ( )
C) Quality ( ) D) others ( )
A) Excellent ( ) B) Good ( )
C) Average ( ) D) Bad (
A) flipkart ( ) B) Snapdeal ( )
C) Myntra ( ) D) Ebay ( )
A) Yes B) No
30
11) Location cleanliness and hygiene maintained in Amazon of city is-
A) Excellent ( ) B) Good ( )
C) Average ( ) D) Bad ( )
Yes No
Signature:
Date:
31