Marketing Analysis Amazon Vs Chapters
MARKETING ANALYSIS
AMAZON.COM
vs.
CHAPTERS
J.J. Howarth
Dirk von Roenn
Uwe Tovstiga
David Bracewell
INTRODUCTION
AMAZON.COM
Amazon is a wholly internet-based operation. The company offers anything and everything to the price conscious web-surfer. With a simple click of a mouse, consumers can browse and purchase items ranging from clothing & apparel, electronics, books, toy's and cell phones.
The company market's itself as a discount superstore. To stress this, the company lists suggested retail prices and compares them to the Amazon price (and applicable savings). Bulk buying power and reputation allow the company to slash prices far below its competition. Promises of the lowest prices anywhere attract customers to the website worldwide. By offering such a wide variety of products, it hopes to draw the customer into browsing, as would be done in an actual store, with the hope of impulse sales.
Service is impersonal. This strategy may appeal to a wide range of people who do not enjoy the ‘pushy salesperson', but do enjoy shopping from the quiet of their own home. As the number of internet users and e-commerce shopper's across the world increases, Amazon stands to benefit from its reputation and low prices.
CHAPTERS
Chapters is a large Canadian company which offers a complete selection of books, music, video and gifts. It was originally started as a brick and mortars bookstore, but has begun to participate in e-commerce trade. The company is the largest book retailer in Canada, operating bookstores under the names Chapters, Coles, Smithbooks and World's Biggest Bookstore.
The store's are large, carry thousands of titles and have been designed to offer consumer's the most pleasant experience possible. With the addition of Starbuck's Coffee to their locations,...
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