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1. MINOR PROJECT REPORT ON A CASE STUDY ON AMAZON Submitted in requirement of fulfillment of BBA Degree of GGSIPU,New Delhi Submitted By : Name: SWAPNIL KUMAR Enrolment No : 03415601723 Semester: Ⅱ Batch:2023-26 Dr. Akhilesh Das Gupta Institute of Professional Studies (Affilated to GGSIPU) FC-26,Shashtri Park, New Delhi - 110053

2. DECLARATION I SWAPNIL KUMAR bearing Enrolment No. 03415601723. Do hereby declare that the Minor Project-1 entitled ‘’A CASE STUDY ON AMAZON ’’ Submitted in requirement of partial fulfillment of BBA degree, is an authentic record of my own work , under the guidance of Mr. Aman Garg,(Asst. Professor), School of Business Studies(BBA), Dr. Akhilesh Das Gupta Institute of Professional Studies, FC-26, Shastri Park, Delhi - 110053. This is to further declare that I have not submitted this project report to any other institute for the aware of any other degree. Name SWAPNIL KUMAR Enrollment No: 0 34 15601723 Batch: 2023-26 Date: 06/03/2024

3. CERTIFICATE This is to certify that the Project Report entitled “A CASE STUDY ON AMAZON ” submitted by SWAPNIL KUMAR in partial fulfillment of the requirement for the aware of BBA degree at Dr. Akhilesh Das Gupta Institute of Professional Studies, affiliated to GGSIPU, New Delhi, is an authentic work carried out by the student under my supervision and guidance. Signature of Project Guide: Mr. Aman Garg Faculty Guide Date: 06/03/2024

4. ACKNOWLEDGEMENT The successful completion of the project would be incomplete without the mention of the people who made it possible. I would like to take the opportunity to thank and express a deep sense of gratitude to my Project Guide, Mr. Aman Garg(Asst. Professor), school of business studies (BBA), Dr. Akhilesh Das Gupta Institute of Professional Studies, Affiliated to GGSIP University, New Delhi, who in spite of his busy schedule has co-operated with me continuously and has provided valuable guidance at all stages of the study, that has been certainly indispensable for my project work. I am also thankful for his support. I owe my wholehearted thanks and appreciation to Dr. Sachin Jindal, Head, BBA Department, for the continuous encouragement and cooperation during the course of my study. I express my sincere thanks to Prof.(Dr.) Sanjay Kumar, DG & Prof. (Dr.) Niranjan Bhattacharyya, Director, Dr. Akhilesh Das Gupta Institute of Professional Studies, New Delhi, for being a constant source of knowledge, motivation and guidance. I would also like to convey my warm regards to my family members and friends for their kind support and helping hand. NAME: SWAPNL KUMAR ENROLLMENT NO: 0 34 15601723 BBA - Ⅱ Semester, Batch 2023-26

5. TABLE OF CONTENT S.NO. DESCRIPTION PAGE NO. 1 CH-1 INTRODUCTION 6-15 2 CH-2 OBJECTIVES 16-31 3 CH-3 LITERATURE REVIEW 32-36 4 CH-4 RESEARCH METHODOLOGY 37-39 5 CH-5 DATA ANALYSIS AND INTERPRETATION 40-41 6 SWOT ANALYSIS 42-45 7 CH-6 FINDINGS & CONCLUSION 46 8 BIBLIOGRAPHY 47 9 ANNEXURE 48

6. Business Strategy – A Success Story Raghu Kasturi April 2024

7. Who are Amazon? Amazon.com (NASDAQ: AMZN), a Fortune 500 company based in Seattle, Washington USA. It was one of the first major companies to sell goods over the Internet and was one of the iconic stocks of the dot-com bubble. Since its creation in 1995 when Amazon began as an online bookstore, they have significantly expanded the product offerings, international sites, and worldwide network of fulfillment and customer-service centers. A blend of traditional retail principles and innovative application of marketing practices. Now after thirteen years, Amazon has a revenue of 19 billion USD.

8. Amazon Vision ‘‘Earths most customer centric company - Start with customers and work backwards’’ -Jeff Bezos, Founder

9. “Data is King at Amazon” – Jeff Bezos, Founder & CEO

10. Interesting facts about Amazon What was the first name for the company (before Amazon)? Cadabra Inc. Where does the ‘Amazon’ name come from? The name reflected the vision of Jeff Bezos, to produce a large scale phenomenon like the Amazon river. How much money has Amazon spent on real state (headquarters, warehouses, etc)? Amazon owns zero real estate! In 2003 Amazon passed the $5 billion sales mark – it took Wal-Mart 20 years to achieve this. Amazon has only 13,900 employees (2006) , Wal-Mart has 1.9 million employees (2007).

11. “If we can get this to work, it will be big” - Jeff Bezos, Founder.

12. Amazon's first gateway page

13. Amazon's Today’s page

14. Amazon's first office building

15. Seattle headquarters building

16. OBJECTIVES

17. “We don’t make money when we sell things; we make money when we help customers make purchase decisions” - Jeff Bezos, Founder.

18. Amazon’s Strategy [Strategy Cont…] Three Customer Sets Consumers, Sellers and Developers Consumers : Who buy products on Amazon (including Amazon’s products). Sellers : Who want to sell products on Amazon (including Amazon) Developers : Who want to use Amazon’s developing services like Developing websites/portals, Hosting, Web Services, S3 (Storage), Checkout Services, etc.

19. Consumers 84 Million Active Customers as ‘08

20. Kindle

21. Music Downloads

22. On Demand Videos

23. Over 1.5MM Active Sellers, Up 18% Y/Y Selling On Amazon

24. Selling on Amazon Source: Amazon.com

25. Fulfillment By Amazon (FBA) Available in US, UK, DE & JP; Beta in FR

26. Amazon Enterprise Solutions

27. Checkout By Amazon

28. [Strategy Cont…] Customer is the King – Create an experience for him ‘ Culture of Metrics ’ Customer’s each ‘click’ on website is recorded- a valuable asset for Amazon Allows clear sensing of customer needs & preferences Formation of ‘ S Team ’ to address strategy issues Customer is the key at all levels in the Organisation Customer Loyalty and repeat purchase Amazon do not over emphasise competitors – It has turned some of them like Borders in to collaborators

29. Whole World is market place….. [Strategy Cont..] Strategic change in vision from being an online bookstore in 1995 to becoming world’s largest online store Leveraged on the strength of brand value and business model Very low fixed costs Geographical expansion in Canada, Western Europe, Japan & most recently China.

30. Amazon …an experience Selection Wide product range Books, videos, many more …and they have a category ‘Crazy Things’ under Toys & Games ! Convenience Selection available on your screen Various price ranges – New & Used Delivery in shortest possible time Prices Prices revised daily Many times Free Shipping

31. LITERATURE REVIEW

32. Global

33. International

34. International

35. Convenience – Amazon Prime

36. RESEARCH METHODOLOGY Cost-Leadership – Low and Fixed Prices, Bundle Discounts, Future Discounts. Customer Differentiation – Personalization, Convenience, Quality. Focus Strategy – Takes one of the above applies to a market niche a specialized area within a customer group.

37. “Be afraid of our customers, because those are the folks who have the money. Our competitor are never going to send us money” - Jeff Bezos, Founder.

38. Technology Source www.amazon.com

39. DATA ANALYSIS AND INTERPRETATION “Amazon's evolution from Web site to e-commerce partner to development platform is driven by the spirit of innovation that is part of the company's DNA. The world's brightest technology minds come to Amazon.com to research and develop technology that improves the lives of shoppers and sellers around the world.” (Amazon, 2024)

40. Usage Source: Google Trends

41. Opportunity Threat Strengths To be perceived by Internet users as the performed online “department store” to exploit accelerating online retail sales Wall-Mart, Best Buy, Costco, etc are increasing their presence on the Internet Brand recognition Extensive experience in online marketing, advertising and fulfillment like satisfying customer orders. Convenient online order entry system Information technology infrastructure Fulfillment infrastructure for selected products like books. Weaknesses Inadequate warehousing and inventory management systems to support rapid sales growth Substantially smaller retail sales volume limits ability to exploit. Limited financial resources Limited name recognition in selected markets like consumer electronics Retail management depth Limited experience in merchandising non-core retail products like pharmaceuticals, sport equipment etc. Limited financial resources SWOT Analysis

42. Competition in Home Entertainment System Source: WikiInvest.com

43. Cooperative Strategy Partnerships : Drugstore.com, Living.com, Pets.com, Wineshopper.com, HomeGrocer.com, Sothebys.com(auction) ,Kozmo.com etc - Amazoning a sector Alliances : Amazon formed alliances with many portals, internet search engines and Internet Service Providers (ISP’s) Acquisitions : The first acquisition started in 1998 from Bookpages ( one of the largest online bookstores in the United Kingdom ), Telebook ( operating through its ABC Bücherdienst subsidiary, was Germany’s number one online bookstore ) and Internet Movie Database (largest repository for information on movies and television) on April 27, 1998. Recent acquisition was in August 2008 AbeBooks,

44. “Amazon is not merely a store, but an immense repository of facts”

45. Conclusion Amazon’s online business model is very successful and advantageous to the company. Though facing many challenges and opportunities they are constantly improving customer experience, investing in the existing platform and focusing on optimizing free cash flow. “ Innovation is the Foundation of Everything We Do” – Amazon, 2024

46. BIBLOGRAPHY AND REFRENCES Campbell, D, Stonehouse, G, & Houston, B (2002).  Business Strategy: An Introduction . Woburn: Butterworth-Heinemann. "Amazon.com expands internationally". Discount Store News. FindArticles.com. 15 Apr, 2024. http://findarticles.com/p/articles/mi_m3092/is_1998_Oct_26/ai_53191183/ DePamphilis , Donald (2007).  Mergers, Acquisitions, and Other Restructuring Activities . London, UK: Academic Press. unknown, (2008, October 28). Amazon: International Strategy?. Retrieved April 15, 2024, from Seeking Alpha Web site: http://seekingalpha.com/article/101806-amazon-international-strategy unknown2, (2008, December 10). Amazon talks strategy, international growth. Retrieved April 15, 2024, from Seattle PI Web site: http://blog.seattlepi.com/amazon/archives/156631.asp Marcus, J. (2004) Amazonia. Five years at the epicentre of the dot-com juggernaut, The New Press, New York, NY. Internet Retailer (2003) The New Wal-Mart? Internet Retailer, Paul Demery. Amazon, (2024). Amazon's Media Room. Retrieved April 16, 2024, from Amazon http://phx.corporate-ir.net/phoenix.zhtml?p=irol-mediaHome&c=176060 Proctor, T 2000, Strategic Marketing: An Introduction, Routledge, London. Daft, R. (2003). Management. 6th Ed. Cincinnati, Ohio: Thomson South-Western. Porter, M 1998, Competitive Strategy: Techniques for Analysing Industries and Competitors. Free Press. Sloman , J. and Sutcliffe, M. (2003). Economics for Business, 2nd Ed. Harlow, England: Pearson Education Limited. Williams, J. R. (1992). How Sustainable Is Your Competitive Advantage?California Management Review, Spring, pp. 29-51. BookSellers , (2024, March 27). News. Retrieved April 16, 2024, from BookSellers.com Web site: http://www.thebookseller.com/news/81164-page.html Slawski , William (2006. October 26). Amazon Acquisitions and Investment. Retrieved April 16, 2024, from SEO by the Sea Web site: http://www.seobythesea.com/?p=342 Chaffey, Dave (2008, March 13). Amazon.com case study.. Retrieved April 16, 2024, from Your Guide to Digital Business Web site: http://www.davechaffey.com/E-commerce-Internet-marketing-case-studies/Amazon-case-study Amazon, (2024) Amazon's Media Room. Retrieved April 16, 2024, from Amazon http://www.amazon.com