Contemporary Management Asignment Three - Essay Example

Jeff Bezoz’s strategy drove the company towards becoming the leading online marketing company with his main strategy being customer oriented, coupled with innovation that sought to improve their online shopping capabilities. The company initially sold books online and with the integration of its innovative approaches and strategy; the company has now expanded its boundaries to introduce new products like furniture, computer software, DVDs, CDs, apparel, toys, and other goods. The company offers a wide range of books and products that make it distinct from its main competitors.

However, Amazon.com has had many twists and turns as with other online businesses. The company has gone through downfalls in debts, as well as loss of income, in its formative years, made its first profit in 2001. Since then, the company has gone from strength to strength and its digital channel management and web analytics have pushed it to the top of the industry. This paper seeks to do a review of Amazon.com that has been one of the successful enterprises in the harnessing of retailing power over the internet platform, for a successful experience in retailing.

Use of Digital Channels for Success Bookselling/Online Sales Retailing through the brick and mortar format is heavily reliant on physical space through which stores could display their products, as well as maintain a go down to store their inventory. This approach to traditional retailing portended greater costs because of maintenance of inventory, space for physical storage and rent, and maintenance of staff to man the requirements of the store (Chaudhury et al, 2011: p 101). Two decades ago, this would be the archetypal bookstore and anyone wishing to buy a book would have had to make a visit to the store physically to preview the book and then decide on whether to make a purchase.

They could also decide to place a mail order, which could take time since the posting company would treat it the same way as a two-way mail delivery (Chaudhury et al, 2011: p 101). This scenario has been transformed tremendously since e-commerce was developed, which has shifted the majority of retail activities to the online platform. E-commerce has birthed a revolution in the retail sector through its allowance of various retailing activities like actual transactions and marketing to be taken to digital platforms (Chaudhury et al, 2011: p 102).

In the beginning, majority of companies developed single websites that they used to retail their various products. However, because of recent the recent advancements, these companies have begun to integrate different retail channels on offline and online channels. Consumers who are tech savvy who are hungry for information have discovered that online platforms are the best places to do their shopping activities since they allow for one stop shops, which have increased convenience and greater variety.

Because of this, majority of retailers have begun to develop platforms for online retail to create various multi-channels of distribution that can reach a more diverse base of clients (Chaudhury et al, 2011: p 104). This is, through combining channels of distribution in order for them, to reach more clients. Digital Channels The current evolution of data analytics, marketing, as well as extensive studies of research, have acted as forces behind the development of the various platforms for online retail and shopping.

Data analytics enables collection over the online platfor