amazon business model final

Mô hình kinh doanh và bí quyết thành công của Amazon, tài liệu được biên tập bởi chính founder của Amazon

- from A to Z

Company Overview

Mission, Vision & Values

Core Value Proposition, Objective & Strategy

Three Customer Sets

Attention Economy and e-Trust

Business Model

Amazon.com Business Model Evolution

Business Model Canvas – The 9 Building Blocks

eBook/Kindle

Value Capture

Diversifying Revenue Streams

Geographical Expansion & Product Range

Amazon.com Acquisitions and Investments

Sales

Conclusion

Sky is the limit

References

- from A to Z

Company Overview

Mission, Vision & Values

Core Value Proposition, Objective & Strategy

Three Customer Sets

Attention Economy and e-Trust

Business Model

Amazon.com Business Model Evolution

Business Model Canvas – The 9 Building Blocks

eBook/Kindle

Value Capture

Diversifying Revenue Streams

Geographical Expansion & Product Range

Amazon.com Acquisitions and Investments

Sales

Conclusion

Sky is the limit

References

Worldwide network of fulfilment

Mass customisation Mass

● ‘To leverage technology and the expertise of our invaluable employees to provide our customers with the best shopping experience on the Internet.’

Mission

● ‘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.’

● ‘Not to discount a small number of products for a limited period of time, but to offer low prices everyday and apply them broadly across our entire product range.’

Objective

● Price

● Convenience

● Selection

Core Value Proposition

● ‘To ‘Get Big Fast’ by investing aggressively in new product categories and new businesses, by spending money on brand awareness and getting new customers.’

Strategy

Source: www.amazon.com

Who want to buy products

on Amazon

Who want to use Amazon developing services

- from A to Z

Company Overview

Mission, Vision & Values

Core Value Proposition, Objective & Strategy

Three Customer Sets

Attention Economy and e-Trust

Business Model

Amazon.com Business Model Evolution

Business Model Canvas – The 9 Building Blocks

eBook/Kindle

Value Capture

Diversifying Revenue Streams

Geographical Expansion & Product Range

Amazon.com Acquisitions and Investments

Sales

Conclusion

Sky is the limit

References

- from A to Z

Company Overview

Mission, Vision & Values

Core Value Proposition, Objective & Strategy

Three Customer Sets

Attention Economy and e-Trust

Business Model

Amazon.com Business Model Evolution

Business Model Canvas – The 9 Building Blocks

eBook/Kindle

Value Capture

Diversifying Revenue Streams

Geographical Expansion & Product Range

Amazon.com Acquisitions and Investments

Sales

Conclusion

Sky is the limit

References

How long do you stay @ ?

Attention attraction and retention

Customer’s needs Relevant Content Frequent Update Buying habits Reactions to Web site design Demographics

Favorite and least favorite products

HOW?

GOAL:

Brand Differentiation Customer Loyalty

How long do you stay @ ?

St ic kin ess

Holds customers and keeps them coming back for more!

Measurement: *Time spent at a website *Number of visits per person *Number of pages viewed

Products &

Services

Content

Interactivity & Production Values

3

4 Variety

1

Easy

Navigation

- from A to Z

Company Overview

Mission, Vision & Values

Core Value Proposition, Objective & Strategy

Three Customer Sets

Attention Economy and e-Trust

Business Model

Amazon.com Business Model Evolution

Business Model Canvas – The 9 Building Blocks

eBook/Kindle

Value Capture

Diversifying Revenue Streams

Geographical Expansion & Product Range

Amazon.com Acquisitions and Investments

Sales

Conclusion

Sky is the limit

References

- from A to Z

Company Overview

Mission, Vision & Values

Core Value Proposition, Objective & Strategy

Three Customer Sets

Attention Economy and e-Trust

Business Model

Amazon.com Business Model Evolution

Business Model Canvas – The 9 Building Blocks

eBook/Kindle

Value Capture

Diversifying Revenue Streams

Geographical Expansion & Product Range

Amazon.com Acquisitions and Investments

Sales

Conclusion

Sky is the limit

References

1995

2001 2000 1999

Marketplace OnLine Book Retailing

Customer Segment (CS) Customer

MARKETING TECHNOLOGY & CONTENT FULFILMENT

SALES MARGINS

AUTOMATED SERVICES

& CO-CREATION (CUSTOMISED ONLINE PROFILES &

RECOMMENDATIONS)

AMAZON.COM (&

OVERSEAS SITES) AFFILIATES

IT INFRASTRUCTURE, SOFTWARE & EXPERTS GLOBAL FULFILMENT INFRASTRUCTURE

FULFILMENT & IT INFRASTRUCTURE DEVELOPMENT AND MAINTENANCE

Business Model Canvas

GLOBAL MARKET (SELLERS & CONSUMERS)

INTERMEDIATION SERVICES

COMMISSIONS

SELLERS (COMPANIES

& INDIVIDUALS)

AGGREGATION OF DEMAND (LONGTAIL)

FULFILMENT COMPANIES (ONLINE & TRADITIONAL

RETAILERS) LOGISTICS NETWORK

PARTNERSHIPS &

ALLIANCES

DEVELOPERS

MASS-CUSTOMISED WEB SERVICES

APIs PORTABLE DEVICE

PRODUCT DEVELOPMENT, AND PROMOTION

HARDWARE

MANUFACTURERS

GLOBAL MARKET (CONSUMERS)

LOW PRICES CONVENIENCE WIDE SELECTION CUSTOMER EXPERIENCE

COMPANIES (ONLINE &

TRADITIONAL

RETAILERS)

>450 000 books available for download

Newspapers, magazines and blogs subscription

Amazon keeps 65% of the revenue from all eBook sales for Kindle

Capital efficienc y

Capital efficienc y

Inventor

y turnover

Inventor

y turnover

Cash generativ

e cycle

Cash generativ

e cycle

Capture Value:

transforming earnings into profits

Maximize Profit Dollars,

Not Margins

- from A to Z

Company Overview

Mission, Vision & Values

Core Value Proposition, Objective & Strategy

Three Customer Sets

Attention Economy and e-Trust

Business Model

Amazon.com Business Model Evolution

Business Model Canvas – The 9 Building Blocks

eBook/Kindle

Value Capture

Diversifying Revenue Streams

Geographical Expansion & Product Range

Amazon.com Acquisitions and Investments

Sales

Conclusion

Sky is the limit

References

- from A to Z

Company Overview

Mission, Vision & Values

Core Value Proposition, Objective & Strategy

Three Customer Sets

Attention Economy and e-Trust

Business Model

Amazon.com Business Model Evolution

Business Model Canvas – The 9 Building Blocks

eBook/Kindle

Value Capture

Diversifying Revenue Streams

Geographical Expansion & Product Range

Amazon.com Acquisitions and Investments

Sales

Conclusion

Sky is the limit

References

Click to edit Master text styles

Source: www.meettheboss.com

WW Media (Books, Music, Movies, Video Games and Consoles, Software

and Digital Downloads)

WW Electronics & Other General Merchendise (EGM)

WW Other (Marketing and Promotional Activities, Amazon Web Services,

Amazon Enterprise Solutions, & Co-branded Credit Cards)

Source: www.amazon.com

• 2008 International sales 47% of WW sales, up from 45% in 2007

• Shipments to over 200 countries

• 2008 International sales 47% of WW sales, up from 45% in 2007

• Shipments to over 200 countries

Source: www.amazon.com

- from A to Z

Company Overview

Mission, Vision & Values

Core Value Proposition, Objective & Strategy

Three Customer Sets

Attention Economy and e-Trust

Business Model

Amazon.com Business Model Evolution

Business Model Canvas – The 9 Building Blocks

eBook/Kindle

Value Capture

Diversifying Revenue Streams

Geographical Expansion & Product Range

Amazon.com Acquisitions and Investments

Sales

Conclusion

Sky is the limit

References

- from A to Z

Company Overview

Mission, Vision & Values

Core Value Proposition, Objective & Strategy

Three Customer Sets

Attention Economy and e-Trust

Business Model

Amazon.com Business Model Evolution

Business Model Canvas – The 9 Building Blocks

eBook/Kindle

Value Capture

Diversifying Revenue Streams

Geographical Expansion & Product Range

Amazon.com Acquisitions and Investments

Sales

Conclusion

Sky is the limit

References

Evolutio n

Evolutio n

Expansi on

● New markets

● Strength of Brand

● “Earth’s biggest selection”

Attenti

on Econom y

Attenti

on Econom y

● Community &

Stickiness

● Trust

● Customer Experience

Conclusion

Sky is the limit

Thank you!

– 2006 From Niches to Riches: Anatomy of the Long Tail MIT Sloan Management Review, 47, 67-71.

– 2008 Amazon.com: The Brink of Bankruptcy.

– ANTE, S E 2009 HOW AMAZON IS TURNING OPINIONS INTO GOLD BusinessWeek, 047-048.

– DAVENPORT, T H & BECK, J C 2000 GETTING the ATTENTION You Need Harvard Business Review, 78, 118-126.

– HOF, R D 2003 Reprogramming Amazon BusinessWeek, 82-86.

– KIRBY, J & STEWART, T A 2007 The Institutional YES (cover story) Harvard Business School Publication Corp.

– MUDAMBI, S M & SCHUFF, D 2010 WHAT MAKES A HELPFUL ONLINE REVIEW? A STUDY OF CUSTOMER REVIEWS ON AMAZON.COM MIS Quarterly,

34, 185-200.

– O'BRIEN, J M & SHAMBORA, J 2009 AMAZON'S NEXT REVOLUTION (cover story) Fortune, 159, 68-76.

– PENENBERG, A L 2009 The Evolution of Amazon (cover story) Fast Company, 66-74.

– TONKERY, D 2010 Amazon Versus Ebook Publishers Searcher, 18, 41-43.

– ZMUDA, N 2009 AMAZON SAYS 'I DO' TO ZAPPOS NOW WHAT? Advertising Age, 80, 4-4.

• Books:

– DAVENPORT, T and BECK, J., 2001 The Attention Economy, Understanding the New Currency of Business 1st ed United States of America: Harvard Business School Press

– DEMAIO, H., 2001 B2B and Beyond, New Business Models Built on Trust 1st ed United States of America: John Wiley & Sons

– OSTERWALDER A and PIGNEUR Y., 2010 Business Model Generation, Hoboken: John Wiley & Sons

– SPECTOR, R., 2000 Amazon.com: Get Big Fast London: Random House Business Books