EATS 11 STRENGTHS AND WEAKNESSES ANALYSIS 12 AMAZON.COM'S MAIN STRENGTHS 12 AMAZON.COM'S MAIN WEAKNESSES 12 O!
             BJECTIVES 13 FINANCIAL OBJECTIVES 13 MARKETING OBJECTIVES 14 MARKETING STRATEGY 19 TARGET MARKET: OWNERS OF PERSONAL COMPUTERS & SHOP AT HOME CONSUMERS 19 POSITIONING: A ONE-STOP SHOPPING ENVIRONMENT FOR ALL CONSUMER GOODS 19 PRODUCT LINE: THE LARGEST SELECTION OF SELECT RETAIL CATEGORIES 20 PRICE: PRICE AT A LOW BUT PROFITABLE MARGIN 22 DISTRIBUTION OUTLETS: ADVERTISE ON THE TOP TEN MOST POPULAR WEB SITES 22 SALES FORCE: KEEP AT A MINIMUM 23 SERVICE: EFFICIENT & WIDELY AVAILABLE SERVICE WITH FAST TURN-AROUND 23 SALES PROMOTION: DEVELOP AN ADVERTISING CAMPAIGN TO PROMOTE CONSUMER AWARENESS, NEW PRODUCTS, AND BETTER DISTRIBUTION 23 ADVERTISING: DECREASE SALES PROMOTION BUDGET BY 10% AND ADVERTISE ON HIGH TRAFFIC WEB PAGES, TELEVISION, NEWSPAPER, RADIO, AND NEW PC OWNERS 24 R & D: DEVELOP NEW PRODUCT LINES SUCH AS APPAREL, JEWELRY, AND AUTOMOTIVE PARTS 25 MARKETING RESEARCH: MONITOR COMPETITORS MORE CLOSELY & EXPLORE CONSUMER BEHAVIOR OF INTERNET PURCHASES 25 ACTION PROGRAMS 27 !
             NAME RECOGNITION 27 INCREASE TARGET MARKET 28 INCREASE PRODUCT MARKETING: 30 DISTRIBUTION MANAGEMENT: 31 CONTROLS 32 NAME RECOGNITION 32 INCREASE TARGET MARKET 34 INCREASE PRODUCT MARKETING 35 DISTRIBUTION MANAGEMENT 36 APPENDIX 38 BIBLIOGRAPHY 39 CURRENT MARKETING SITUATION Financial Summary: Sales/Costs/Profits Amazon.com has been described as a massive flea market with not one target market, but various target markets. Their categories of merchandise include books, music, DVD & video, and electronics & software to name a few. This massive "one stop shop" has generated sales of $610 million in 1998, up 313% from the previous year of $148 million. As a result of strong sales in its new electronic store, Amazon.com claimed net sales of $676 million in fourth quarter 1999, an increase of 167% over net sales of $253 million fourth quarte...