The paper “ How Amazon, Com Use Digital Channels to Achieve Their Success” is a potent example of a case study on e-commerce. Amazon has grown to become one of the biggest online retailers. What started as just an online book store in 1994 has made it to the Fortune 500 companies in the world. The strategy of management and advertising used by Amazon perhaps has been the major foundation and pillar of its phenomenal growth in both the sales and profitability. There are a number of strategies that the company has adopted to ensure effective management and growth of the volumes of sales.
Among the methods adopted by the company includes its ability to merge and acquire other online retailers, web analytics, sound management, and organization upholding corporate governance principles, online advertising, and investment in the latest technology. However, it has not been all smooth for Amazon which is widely regarded as the biggest online bookstore. For the better stage of its infancy, the company recorded recurring losses that have no comparison to its current profitability scale. The intense competition it faces from other online sites plus a number of risks that the company needs to address in the technological age have seen a great setback in the organization's growth.
That notwithstanding it remain a key role model of online retailing and a detailed analysis of its digital channels is very imperative to ensure we understand the real background of such an online company. INTRODUCTIONAmazon. com was founded by Jeff Bezos in 1994, who up to date continues to be the president, chief executive officer, and chairman of the corporation. It’ s anchored on electronic commerce, provision of cloud computing services, and production of consumer electronics.
The headquarters of the company is located in Seattle, Washington. The company operates two corridor operations, sales to North America, and internationally (Spector 2000). The company's objective is to serve the consumers and focus effectively on convenience, price, and selection.
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