How Does Amazon.Com Use Their Digital Essay Example | Topics and Well Written Essays - 2000 words

How Does Amazon.Com Use Their Digital - Essay Example The success of Amazon.com has been highly related to its strategy. Reference should be primarily made to the product to which Amazon.com was initially related: books. After reviewing the selling potentials of this product, Bezos came to the assumption that books had an important advantage compared to other products: they could attract the interest of buyers under the terms that ‘they are appropriately presented through the website’ (Schneider 2011, p.45). Also, due to their size, ‘books are difficult to be held in stock at high numbers’ (Schneider 2011, p.45). Even a quite large bookshop cannot stock more than 200,000 books (Schneider 2011). Being able to offer to customers a high range of choices in regard to the particular product has been a distinctive characteristic of Amazon.com (Schneider 2011). The potentials of Amazon.com to secure a high range of available titles for its customers have highly enhanced the firm’s performance. In other words, t he success of Amazon has been secured by focusing on the type and range of product offered to the public. In addition, the emphasis has been given on the marketing tool used for the promotion of this product to the market. When Amazon.com appeared, the Internet was considered as a quite promising tool of communication. For contemporary management theory, the behavior of organizations is considered as influenced by a variety of factors, related to different scientific fields, such as ‘psychology, economics, and sociology’.... The strategic choices of Bezos have been proved quite effective; within just 8 years the firm managed to achieve a profit of $5 billion (case study). By 2008, the firm’s customers reached the 76 million (case study). The firm’s practice to emphasize on ‘low price, convenience and variety of merchandise’ (case study) has highly contributed in the rapid growth of the organization. 2.2 Evaluation of Amazon’s strategy using the literature The success of Amazon.com has been highly related to its strategy. Reference should be primarily made to the product to which Amazon.com was initially related: books. After reviewing the selling potentials of this product, Bezos, came to the assumption that books had an important advantage compared to other products: they could attract the interest of buyers under the terms that ‘they are appropriately presented through the website’ (Schneider 2011, p.45). Also, due to their size, ‘books are difficult to be held in stock at high numbers’ (Schneider 2011, p.45). Even a quite large bookshop cannot stock more than 200,000 books (Schneider 2011). Being able to offer to customers a high range of choices in regard to the particular product has been a distinctive characteristic of Amazon.com (Schneider 2011). The potentials of Amazon.com to secure a high range of available titles for its customers have highly enhanced the firm’s performance (Schneider 2011). In other words, the success of Amazon has been secured by focusing on the type and range of product offered to the public. In addition, emphasis has been given on the marketing tool used for the promotion of this product to the market. When Amazon.com appeared, Internet was considered as a quite promising tool of communication. The value of Internet for