Comparison between Amazon.com and Borders Books Essay

Comparison between Amazon.com and Borders Books - Essay Example Another concern of the present study is the Borders Books that represents a bookstore publicly held spreading its business through a large number of stores and encountering different stages of business. Thus the current study focuses on the two different companies- Amazon.com and Borders Books- and conducts a learning on their histories, business approaches, management and marketing and how they have gone through their successes and failures and thus try to recommend some policies that might enable the companies to have better marketing conditions. History of Amazon.com and Borders Books: The Amazon.com Company was started in the year 1994 by Jeff Bezos. The origin of the company was in Washington. Bezos’ idea regarding the business was appreciated and investments were supported by Nick Hanauer who was a businessman by profession. Then the company had plans to go online and spread its business. Initially the business was not as shining as it is known to be in the present times . In the early times of its initiation, the website was not very attractively designed and hence lacked the attention of the customers. By the year 1995, a person named Tom Alburg helped the company through further investments and thus the website was designed newly which then started attracting customers. Gradually the company introduced several products and within a short span of time, the company gained huge success as well as profits (The History of Amazon.com, 2011). The history of Borders Books reflects the contribution of several stores of books that include the Borders, Waldenbooks and Brentano's. The Borders Bookstores were started by two brothers, Tom Borders and Louis Borders, in the year 1971. Initially the store was opened in Ann Arbor. Later stores were also opened in Michigan, Atlanta and Indianapolis. Their books were also sold through other booksellers. The first superstore of the company was established in the year 1985. By the year 1988, the Borders bookstores, wh ich later went online, proved to be huge success and delivered efficiently (Peterson, 2012). Business Approach, Management and Marketing of Amazon.com and Borders Books: As far as the business approaches of the two companies are concerned, it has been observed that the Amazon.com and Borders Books both had its focus on the increasing sales and the satisfaction of the customers. While Amazon.com has been found to initially struggle and later on efficiently managed success till the present times, the Borders Books have been found to initially achieve success but later the company failed to maintain its position in the market and lost to bankruptcy. It has been found that the concept of internet marketing was much more effectively understood and utilized by Amazon.com rather than by Borders Books (Volcanic, 2009). Amazon.com had its focus on the customers’ preferences and the manner in which there website could be more attractive to them. Thus initially when the company had rece ived financial assistance it focused on the design of the website that resultantly gained more customers for the company. The company was so concerned with the customers’ satisfaction that they even introduced systems to receive feedback from the customers, thus giving the customers the feeling of being significant. When the company encountered severe losses in 2001, it initiated

As experts in the field, your marketing communications agency has been Research Paper

As experts in the field, your marketing communications agency has been asked to prepare a 'promotional plan' for an organisa - Research Paper Example The adaption of the second brand is due to the fact that products of the same nature exist but lack the ‘ah!’ factor. Through flavor and processing the best tobacco in 6teh world, Shishaah is presented as one of the purest form of rolled tobacco. The packaging of this product takes a rather more stylish look than the other products that trade in the same markets as the target markets for the Shishaah. The packaging includes the use of bio-friendly cover and a covered top presenting the illusion of an executive pen. By launching this product, the promotional plan aims at presenting a new tobacco product to the market to create a market share from those customers or cigarette smokers with the intentions to quit. While cigarette smoking and criticisms have led to reduced consumption of tobacco, the aim of this promotional plan is to launch a product that rates lower than cigarettes in terms of health – one that satisfies the smoking cravings of the regular smoker and the struggling quitters. In the past, various people, presumably users of conventional cigarettes have been documented filing law suits due to health problems that they associate directly with the consumption of tobacco from capable companies such as British American Tobacco (BAT) (Centers For Disease Control And Prevention a, 19). In this case, intense research on all possible effects of smoking Shisha have been identified and through the introduction of a better processed and flavored Shishaah major concerns are handled primarily. The selection of target market follows research results from a prefeasibility study that shows the number of people quitting cigarettes and their reasons for quitting. In addition, the number of quitters willing to take a break from conventional cigarettes presents an initial market as their motive for quitting conventional cigarettes is to try new products that may give a better feeling than the comfort sought from cigarettes. The target market mostly comprises of 25-50 year olds who are at their prime stage of developing their career foundations or at their active smoking phases (Centers For Disease Control And Prevention b, 33). The positioning of the Shishaah would be targeting all customers of the ages 25-50 and with a base income of more than $60,000 per annum. This target market is selected due to the fact that the product is released with the tagline ‘Shishaah! A product for the premium consumer’. Hence fore, the marketing positioning for Shishaah will be targeting middle to upper class customers within the industry. Competition in this area is presented by products such as Marlboro and Bucks as they are products, although not similar to Shishaah, that target the same cohort of consumers as the target market for the Shishaah. SWOT ANALYSIS Strengths With regards to the target market of Shishaah, a considerable number of active smokers in the UK alone stand over 13,700,000 within the urban settings alone. On th e international market, the US is estimated to have a total of 18% of adults smoking on a regular basis – the Center for Disease Control reports. The CDC also identifies that a majority of working US adults are quitting smoking due to reasons central to health issues. In this case, one of the strengths of Shishaah is creating