INOVATION AND CREATIVITY IN MARKETING
Amazon Case Study
PROFESSOR RICARDO GODINHO BILRO
Alexandre Pimenta (120868) Diva Mestre (120806) Filipe Simões (121121) Mónica Vîlcu (120367) Yining Jin (97035)
index
Question 1
Question 2
Question 3
Question 4
Conclusion
MEET THE TEAM
Diva Mestre
Alexandre Pimenta
Mónica Vîlcu
Yining Jin
Filipe Simões
QUESTION 1
Why does Amazon want to keep offering new innovative products in the market?
Deep understanding of the market
Diverse portfolio
QUESTION 1
Why does Amazon want to keep offering new innovative products in the market?
Leadership
Their structure
Culture
Mentality
QUESTION 2
What type of innovations are Amazon’s latest launched products?
Amazon Echo Alexa (2014)
Amazon Fresh (2016)
Amazon Dash Button (2015)
Amazon Restaurants (2015)
QUESTION 2
tam
What type of innovations are Amazon’s latest launched products?
som
sam
som
tam
$15M
$2,3B
$24,4M
Amazon Go (2016)
Smart Home Addition - Ring Spotlight Cam Pro (2023)
Fire TV Upgrades - Fire TV Cube 3rd Gen (2023)
Echo Show 5 Kids (2023)
Echo Buds (2023)
That way you’ll hold your audience’s attention.
You can enter numbers like this
Even if you’ll explain it verbally
QUESTION 3
What role does innovation play for a company such as Amazon?
Customer Obsession
Passion for Invention
Operational Excellence
Long-term Vision
QUESTION 3
Customer Obsession
“One thing I like about customers is that they are divinely discontent. And people have a voracious appetite for a better way, and yesterday’s ‘wow’ quickly becomes today’s ordinary”.- Jeff Bezos
This obsession allows Amazon to innovate and create products and services that are both useful and valued by customers.
QUESTION 3
Passion for Invention
“Technology is always evolving, and it is our job to keep up with the latest innovations, experiment relentlessly, and adapt quickly to stay ahead of the curve. In today’s fast-paced world, if you’re not experimenting and learning new things, you’re falling behind”. - Jeff Bezos
Innovation leads to improved or new products and services, and it's seen as a continuous process instead of a one-time event.
QUESTION 3
Operational Excellence
“If you’re competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering.” — Jeff Bezos
In order to maintain and innovate these processes, Amazon “works backwards”, observing the process through the eyes of the customer, thinking of flaws or ways to improve the process. By having agile, empowered and creative teams, Amazon encourages them to always stay close to customer feedback and to move quickly.
Ultimately, innovation has a big role in operational excellence, allowing Amazon to proactively adapt to changing market trends and customer preferences.
QUESTION 3
Long-Term Vision and Patience
“Because of our emphasis on the long-term, we may make decisions and weigh tradeoffs differently than some companies… We will continue to make investment decisions in light of long-term market leadership considerations rather than short-term profitability considerations”. - Jeff Bezos
By maintaining a long-term perspective, Amazon can focus on building customer trust and lasting value. This approach allows Amazon to make "big bets" that can lead to significant breakthroughs, even if they take time to materialize.
QUestion 3
Innovation is at the heart of Amazon's success!
As Stephen Brozovich states (Amazon, n.d.), their innovative approach ensures that they not only remain a leader in the market but continue to surprise and delight customers.
Amazon’s strategy has resulted in impressive financial growth, as evidenced by the company's expansion from $6.92 billion in 2004 to $574.78 billion in 2023 (Statista, 2024), which is about an 8200% increase.
QUESTION 4
Explain the company’s solid growth and its leadership in the market, considering the marketing efforts that have been undertaken.
Re-engineer existing products & Expand product range
Amazon Fresh
Amazon Prime
Kindle
Affliate Program
PROBLEM4
Amazon's strategy
Amazon is constantly investing and creating new products/services. extremely diverse portfolio ,which gives them a foothold/presence in many industries which shows their ambition to spread global. Utilizing big data analytics, Amazon personalized recommendations and marketing messages to individual users, enhancing customer engagement and satisfaction. Promotional strategies, such as Prime Day, leverage Amazon's vast product range while driving membership and loyalty. Additionally, Amazon's use of digital marketing, including SEO and PPC advertising, ensures high visibility online, further solidifying its market leadership.
REFERENCES
Amazon (Trans.). (n.d.) . Amazon.com: Amazon go: Stores. Amazon Go. https://www.amazon.com/b?ie=UTF8&node=16008589011 Amazon (Trans.). (n.d.-a). Amazon Fresh Groceries - learn more. Amazon Fresh Groceries. https://www.amazon.com/fmc/m/30003175?almBrandId=QW1hem9uIEZyZXNo Amazon (n.d.-b). The Innovation Pathway Begins with The Customer. Amazon AWS. (n.d.). https://aws.amazon.com/enterprise/gc-gfdm-culture-of-innovation/ Amazon. (2020, September 18). Who we are: Amazon. About Amazon. https://www.aboutamazon.com/about-us Doll, K. (2023, October 30). How a culture of innovation at Amazon fuels the company. Shortform. https://www.shortform.com/blog/innovation-at-amazon/ Bieler, D. (2023, May 11). Learn from Amazon’s approach to innovation. Forrester. https://www.forrester.com/blogs/learn-from-amazons-approach-to-innovation/ Farah, M. F., & Ramadan, Z. B. (2017). Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patterns. Journal of Retailing and Consumer Services, 39(2017). https://doi.org/https://d1wqtxts1xzle7.cloudfront.net/87608555/j.jretconser.2017.07.00520220616-1-1fu4zl1-libre.pdf?1655393873=&response-content-disposition=inline%3B+filename%3DDisruptions_versus_more_disruptions_How.pdf&Expires=1713630730&Signature=AledlaHpdM7I0RL2IFhY4PpZam6eLziscGvUhLoWGJ9dxhdebqnV3EiJMOC0QoiBYAr4SM0cUD2YQEdQBj5JpIBgCorEjQk0JAeA8KW8dp-gCMgcxx42TtVIM1Mp9EquxoeYrNshEMBLxWNUVEYgLWs44cTqYYKdF0C0FVbGnv~2TLkRnqlfsxwFTp9nly2NakATkYEFdAQlZx-0xluYukv-l-tRxOlCNdcj8kaTqAPItPTBWCXYz4KYVtWW4Q~ZPPiYO0fcWZXKAy7Kdq8DmkH3XDFioKk8CkANE972oioTsE5q34Lh5VG0kOwavxKa1bAmQ~GR21T6Z-bw-9gS0A__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA Ishalli. (2023, September 30). Unleash innovation excellence with amazon innovation strategy. InspireIP. https://inspireip.com/unleash-innovation-excellence-learn-from-amazon-innovation-strategy/ Onepatch. (2023, December 29). Why is Amazon so successful?. OnePatch. https://onepatch.com/why-is-amazon-so-successful-market/ Statista Research Department. (2024, February 8). Amazon annual net sales 2023. Statista. https://www.statista.com/statistics/266282/annual-net-revenue-of-amazoncom/ Swannell, R. (2020, April 24). Case study on Amazon’s approach to innovation and competition in the knowledge economy. Roger Swannell. https://rogerswannell.com/blog/case-study-on-amazons-approach-to-innovation-and-competition-in-the-knowledge-economy/
THANK YOU!
Let us know if you have questions or clarifications.
INOVATION AND CREATIVITY IN MARKETING
Amazon Case Study
PROFESSOR RICARDO GODINHO BILRO
Alexandre Pimenta (120868) Diva Mestre (120806) Filipe Simões (121121) Mónica Vîlcu (120367) Yining Jin (97035)
Amazon Case Study
Diva Mestre
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Transcript
INOVATION AND CREATIVITY IN MARKETING
Amazon Case Study
PROFESSOR RICARDO GODINHO BILRO
Alexandre Pimenta (120868) Diva Mestre (120806) Filipe Simões (121121) Mónica Vîlcu (120367) Yining Jin (97035)
index
Question 1
Question 2
Question 3
Question 4
Conclusion
MEET THE TEAM
Diva Mestre
Alexandre Pimenta
Mónica Vîlcu
Yining Jin
Filipe Simões
QUESTION 1
Why does Amazon want to keep offering new innovative products in the market?
Deep understanding of the market
Diverse portfolio
QUESTION 1
Why does Amazon want to keep offering new innovative products in the market?
Leadership
Their structure
Culture
Mentality
QUESTION 2
What type of innovations are Amazon’s latest launched products?
Amazon Echo Alexa (2014)
Amazon Fresh (2016)
Amazon Dash Button (2015)
Amazon Restaurants (2015)
QUESTION 2
tam
What type of innovations are Amazon’s latest launched products?
som
sam
som
tam
$15M
$2,3B
$24,4M
Amazon Go (2016)
Smart Home Addition - Ring Spotlight Cam Pro (2023)
Fire TV Upgrades - Fire TV Cube 3rd Gen (2023)
Echo Show 5 Kids (2023)
Echo Buds (2023)
That way you’ll hold your audience’s attention.
You can enter numbers like this
Even if you’ll explain it verbally
QUESTION 3
What role does innovation play for a company such as Amazon?
Customer Obsession
Passion for Invention
Operational Excellence
Long-term Vision
QUESTION 3
Customer Obsession
“One thing I like about customers is that they are divinely discontent. And people have a voracious appetite for a better way, and yesterday’s ‘wow’ quickly becomes today’s ordinary”.- Jeff Bezos
This obsession allows Amazon to innovate and create products and services that are both useful and valued by customers.
QUESTION 3
Passion for Invention
“Technology is always evolving, and it is our job to keep up with the latest innovations, experiment relentlessly, and adapt quickly to stay ahead of the curve. In today’s fast-paced world, if you’re not experimenting and learning new things, you’re falling behind”. - Jeff Bezos
Innovation leads to improved or new products and services, and it's seen as a continuous process instead of a one-time event.
QUESTION 3
Operational Excellence
“If you’re competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering.” — Jeff Bezos
In order to maintain and innovate these processes, Amazon “works backwards”, observing the process through the eyes of the customer, thinking of flaws or ways to improve the process. By having agile, empowered and creative teams, Amazon encourages them to always stay close to customer feedback and to move quickly. Ultimately, innovation has a big role in operational excellence, allowing Amazon to proactively adapt to changing market trends and customer preferences.
QUESTION 3
Long-Term Vision and Patience
“Because of our emphasis on the long-term, we may make decisions and weigh tradeoffs differently than some companies… We will continue to make investment decisions in light of long-term market leadership considerations rather than short-term profitability considerations”. - Jeff Bezos
By maintaining a long-term perspective, Amazon can focus on building customer trust and lasting value. This approach allows Amazon to make "big bets" that can lead to significant breakthroughs, even if they take time to materialize.
QUestion 3
Innovation is at the heart of Amazon's success!
As Stephen Brozovich states (Amazon, n.d.), their innovative approach ensures that they not only remain a leader in the market but continue to surprise and delight customers.
Amazon’s strategy has resulted in impressive financial growth, as evidenced by the company's expansion from $6.92 billion in 2004 to $574.78 billion in 2023 (Statista, 2024), which is about an 8200% increase.
QUESTION 4
Explain the company’s solid growth and its leadership in the market, considering the marketing efforts that have been undertaken.
Re-engineer existing products & Expand product range
Amazon Fresh
Amazon Prime
Kindle
Affliate Program
PROBLEM4
Amazon's strategy
Amazon is constantly investing and creating new products/services. extremely diverse portfolio ,which gives them a foothold/presence in many industries which shows their ambition to spread global. Utilizing big data analytics, Amazon personalized recommendations and marketing messages to individual users, enhancing customer engagement and satisfaction. Promotional strategies, such as Prime Day, leverage Amazon's vast product range while driving membership and loyalty. Additionally, Amazon's use of digital marketing, including SEO and PPC advertising, ensures high visibility online, further solidifying its market leadership.
REFERENCES
Amazon (Trans.). (n.d.) . Amazon.com: Amazon go: Stores. Amazon Go. https://www.amazon.com/b?ie=UTF8&node=16008589011 Amazon (Trans.). (n.d.-a). Amazon Fresh Groceries - learn more. Amazon Fresh Groceries. https://www.amazon.com/fmc/m/30003175?almBrandId=QW1hem9uIEZyZXNo Amazon (n.d.-b). The Innovation Pathway Begins with The Customer. Amazon AWS. (n.d.). https://aws.amazon.com/enterprise/gc-gfdm-culture-of-innovation/ Amazon. (2020, September 18). Who we are: Amazon. About Amazon. https://www.aboutamazon.com/about-us Doll, K. (2023, October 30). How a culture of innovation at Amazon fuels the company. Shortform. https://www.shortform.com/blog/innovation-at-amazon/ Bieler, D. (2023, May 11). Learn from Amazon’s approach to innovation. Forrester. https://www.forrester.com/blogs/learn-from-amazons-approach-to-innovation/ Farah, M. F., & Ramadan, Z. B. (2017). Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patterns. Journal of Retailing and Consumer Services, 39(2017). https://doi.org/https://d1wqtxts1xzle7.cloudfront.net/87608555/j.jretconser.2017.07.00520220616-1-1fu4zl1-libre.pdf?1655393873=&response-content-disposition=inline%3B+filename%3DDisruptions_versus_more_disruptions_How.pdf&Expires=1713630730&Signature=AledlaHpdM7I0RL2IFhY4PpZam6eLziscGvUhLoWGJ9dxhdebqnV3EiJMOC0QoiBYAr4SM0cUD2YQEdQBj5JpIBgCorEjQk0JAeA8KW8dp-gCMgcxx42TtVIM1Mp9EquxoeYrNshEMBLxWNUVEYgLWs44cTqYYKdF0C0FVbGnv~2TLkRnqlfsxwFTp9nly2NakATkYEFdAQlZx-0xluYukv-l-tRxOlCNdcj8kaTqAPItPTBWCXYz4KYVtWW4Q~ZPPiYO0fcWZXKAy7Kdq8DmkH3XDFioKk8CkANE972oioTsE5q34Lh5VG0kOwavxKa1bAmQ~GR21T6Z-bw-9gS0A__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA Ishalli. (2023, September 30). Unleash innovation excellence with amazon innovation strategy. InspireIP. https://inspireip.com/unleash-innovation-excellence-learn-from-amazon-innovation-strategy/ Onepatch. (2023, December 29). Why is Amazon so successful?. OnePatch. https://onepatch.com/why-is-amazon-so-successful-market/ Statista Research Department. (2024, February 8). Amazon annual net sales 2023. Statista. https://www.statista.com/statistics/266282/annual-net-revenue-of-amazoncom/ Swannell, R. (2020, April 24). Case study on Amazon’s approach to innovation and competition in the knowledge economy. Roger Swannell. https://rogerswannell.com/blog/case-study-on-amazons-approach-to-innovation-and-competition-in-the-knowledge-economy/
THANK YOU!
Let us know if you have questions or clarifications.
INOVATION AND CREATIVITY IN MARKETING
Amazon Case Study
PROFESSOR RICARDO GODINHO BILRO
Alexandre Pimenta (120868) Diva Mestre (120806) Filipe Simões (121121) Mónica Vîlcu (120367) Yining Jin (97035)