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Essay / Research Paper Abstract
A 5 page paper discussing product positioning, competitive positioning, customer perceptions and distribution-channel analysis at online shoe, apparel and electronics retailer Zappos.com. It appears that CEO Tony Hsieh did not set out with a stated marketing plan detailing all of the aspects of Zappos' current approach to marketing, but rather has been able to identify positive developments and then build on those. Customer comments on Zappos sites or external to Zappos all read in the same way, demonstrating that in the minds and hearts of its customers, Zappos truly has "arrived." Bibliography lists 6 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgZap.rtf
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Unformatted sample text from the term paper:
rise for Zappos.com" (Zmuda, 2005; p. 22). Thats certainly an understatement, as its sales growth indicates. Founded in 1997, by 2005 the companys sales were more than $300
million (Zmuda, 2005). Sales have increased to $800 million by 2007 (Dowling, 2007) and moved past $1 billion by 2008 (Morrissey, 2008). Customers fairly glow about the company
and its products, but most about its service and care for customers. CEO Tony Hsieh said in 2005, "When we started, we didnt think if we gave one customer
a good experience they would instantly email 50 of their best friends. But they do" (Zmuda, 2005; p. 22). The company has
achieved its honors in large part through its use of product positioning, competitive positioning, customer perceptions, and distribution-channel analysis. Product Positioning In 2005,
the site offered "more than 500 brands ranging from $24.95 to $6,000" (Zmuda, 2005; p. 22). That range has expanded now to more than 1,000 brands that include apparel
as well, and Zappos has launched other related sites that address the extremes of the price spectrum. Discount shoes are available at 6pm.com, along with clothing, purses, accessories and
electronics. Whereas athletic shoes sell for full retail price at Zappos.com, 6pm.com offers a few Reebok styles for $14.95. At the other
extreme is Couture.Zappos.com, where there are no athletic shoes of any kind. Rather, the Couture site offers shoes, clothing, jewelry, accessories and other items that carry designer names.
There are no $14.95 shoes at this site; athletic shoes from DSQUARED2 are available for $339 and moneyed flip-flop shoppers can find plain plastic varieties with leather lining for $100
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