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Essay / Research Paper Abstract
A 4 page paper discussing Amazon.com's position in 1996 and some of the options available to it. The paper identifies two primary problems: inability to physically handle books and consumers' mistrust of e-commerce sites to protect their private (i.e., credit card) information. The paper proposes solution to both problems. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSstratMgAmaz96.rtf
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Unformatted sample text from the term paper:
Bezos, founder and CEO of Amazon.com, makes claims in 1996 reminiscent of Herb Kellehers insistence throughout the 1970s and 1980s that Southwest Airlines had no designs on the markets of
what Kelleher called the "gang of seven" striving to ground Southwest permanently. Based in Dallas and in the early years typically flying to only those places that could be
reached by car within one day, Kelleher maintained that Southwest competed against ground transportation rather than against any of the established airlines. The customers Southwest sought in the early
years were those who typically did not fly to destinations they could reach by car in a days time. 1.0 Situation Summary Bezos
states, "Amazon.com is not going to put bookstores out of business ... I still buy half my books at bookstores" (Grant and Neupert, 2000; p. 197). Amazon.com seeks to
fill the same kind of role relative to book retailing, targeting as its product the books that otherwise would be sold through the "remaindering" process standard in bookselling.
Standard practice is that publishers furnish books to bookstores on a consignment basis. The retailers sell as many copies of a specific title as
they believe they will, then return the remainder to the publisher. The publisher, in turn, offers the returned - and no longer new - titles to "discount stores, jobbers,
and other vendors" (Grant and Neupert, 2000; p. 197) in a process known as "remaindering," or selling the remainder of the first run of production.
Special-interest titles appealing to only a narrow audience; textbooks; and those by lesser-known authors frequently never see bookstore shelves under this system. Publishers take back about 25
...