• The threat of strategic alliance is also real. For example, Apple and e-book did an alliance to sell books online and to compete the giant book seller Amazon.com.
• Some countries began to create legislation to frame the online shopping. For example, the French government taxes selling books.
To conclude this SWOT analysis, we can notice that Amazon.com has managed to establish itself in a highly competitive industry with many barriers and competitors. This global giant has successfully implemented the idea of Jeff Bezos, to base its strategies on its leadership position as well as on a strategy of low prices by reducing costs through economies of scale. We can also remark that the initial strategies of Jeff Bezos, the founder of the company has not very changed since the creation of the company from a general point of view. We can see an evolution in the references sold on the website, the markets targeted by the company and, finally, a change in communication methods to promote the name brand of Amazon.com.
Marketing-Mix
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To create a marketing-mix, each company use the 4Ps method – Price, Product, Promotion and Place. But with the different evolutions of the world business some others Ps can be add to this method. We can add Ps like Packaging, Positioning and people. But in this analysis of Amazon, we will stay in the basic case of study. We know that all the element included in the marketing-mix influence the others. The marketing-mix is essential for a company to understand the market and also the need of the potential