Customer Value Project: Amazon

Nova Southeastern University

Wayne Huizenga Graduate School

of Business & Entrepreneurship

Assignment for Course:          MKT 5200: Customer Value

Submitted to:                        Dr. Bill Johnson

Submitted by:        Chenae Carter

                                                Susanna Ruiz-Achong        

                                                Amanda Velazquez

                                                Alexander Villada

Date of Submission:                June 26, 2016

Title of Assignment:         Customer Value Team Project: Amazon

CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledge and disclosed in the paper. I have also cited any sources from which I used data, ideas of words, whether quoted directly or paraphrased.  I also certify that this paper was prepared by me specifically for this course.

Student Signature: Chenae Carter, Susanna Ruiz-Achong,

Amanda Velazquez, Alexander Villada

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Instructor’s Grade on Assignment:

Instructor’s Comments

Abstract

        The objective of this paper is to provide and analysis and evaluation of Amazon’s business environment and its strategies for optimizing, communicating, and delivering customer value. Furthermore, there will be a customer value based analysis of Amazon using a Customer Value Assessment Tool (CVAT) going in detail about the perceived service quality, product quality, image, and value-based price. To finalize recommendations will be offered to Amazon’s management for the improvement of their operations.

Introduction

        Amazon is an American e-commerce company with corporate offices located in Seattle, Washington. The company was founded in 1994 by Jeff Bezos, and then launched in 1995. At the beginning, Amazon was only dedicated to the sales of books, but it has now expanded to become and everything store. As a result of their growth, Amazon.com established its website in different countries including Austria, Canada, China, France, Germany, Japan, and the United Kingdom. Amazon’s mission is the following: “to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online” (Amazon.com, 2016). Amazon’s growth is driven by its technological innovation connecting online buyers and sellers, and offering millions of products from new to refurbish to used, at prices affordable to any budget. As stated on their website, Amazon is a firm believer that the long-term interests of shareholders are tightly linked to the interests of their customers. “If we do our jobs right, today's customers will buy more tomorrow, we'll add more customers in the process, and it will all add up to more cash flow and more long-term value for our shareholders” (Amazon.com, 2016). Amazon has become a leader in the online retail industry with product offerings and services that keep expanding each day across their American and international retail websites.