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Essay / Research Paper Abstract
This 4 page paper answers questions set by the student. The paper compares the websites of Amazon with Barnes and Noble and Borders, considers if the firm has lost its identify by expanding beyond books, examines how Amazon may retain their advantages and protect the brand, how Barns and Noble may compete and whether the firm may end up developing a bricks and mortar strategy. The bibliography cites 4 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEamznbus.rtf
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Unformatted sample text from the term paper:
etc Books, DVDs toys, electronics, music gourmet food, decorative items gifts Books, DVD, music, calendars Support for bricks and mortar store No Yes Yes User reviews Yes
Yes Under construction 24 hour shipping Yes Yes Yes Easy to navigate and load Yes Yes Yes Support third party sales Yes - Amazon market place No No Sale
of own brand ebook reader Yes - Kindle Yes - Nook No - Sale of non own brand ebook readers 1. Discuss whether or
not Amazon has lost its identity by expanding into markets well beyond books. Amazon started out as an Internet retailer, and created a strong identity for itself, associated with supply
books, with a value proposition of undercutting the recommended retail price of books on high street. Amazon became well known for this approach, but now it is more than a
book seller, although this remains a core product. It may be argued that to be successful any firm needs to have a strong identity associated with the goods it is
selling, where the goods are homogenous and it is for customers to buy from other suppliers this identify becomes even more important, as Chaffy (2007) notes most consumer will not
usually visit any more than three web sites before choosing a supplier, identity will help a firm to ensure that they are with those three. In the case of Amazon
it may be argued that the expansion of product lines has lessened the product focus, but Amazon, with the gradual introduction of different lines ahs been able to adapt its
impact to that of an online retailer, so that instead of losing the identity, the identity itself has change. It is notable that Barnes and Noble appear to be following
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