My Thoughts on Amazon Mission Statement “To be Earth’s most customer-centric company”
Let’s have a look at Amazon Mission statement: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.,” we can see how Amazon focusing on fulfilling the needs of their target market.
In my opinion, this statement is market-oriented, and they are targeting a very broad market (see the phrase: “To be Earth’s most customer-centric company”). The idea of focusing on the customers’ needs and desires shows that Amazon’s marketing strategy revolves around their customers, in this case, their market.
To support this statement, they developed several strategies to make sure they can fulfill their promises to their customers:
- Wide variety of products: Amazon can’t produce and create all the products by themselves. Therefore, Amazon has carved out a unique niche for itself as an intermediary. Amazon sells products on behalf of manufacturers, business owners, or even individuals. We can sell our stuff at Amazon in a really simple way only by creating an Amazon Seller Account (See https://sell.amazon.com/sell)
- Competitive price: By attracting resellers and manufacturers from all over the world, Amazon can provide the lowest possible prices for their customers
- Convenience: Amazon website developer team conducts routine research to make sure that they provide the most convenient online marketplace for their customers. “1-click order” is the smartest strategy they have developed to make sure that their customers can buy the product easily.
- Customer Satisfaction: According to Thirumalai & Sinha (2005) delivering what was promised, when it was promised, and the way it was promised are key drivers of customer satisfaction. Amazon makes sure that its supply chain system is working well to maintain its high customer satisfaction rate.
Let’s also consider how Amazon develop their strategy to reach their customer effectively by monitoring customers’ preferences based on their past orders, wishlist, and past product searches. They attract customers by recommending relevant items with unique filters and a sorting system. By doing these actions, Amazon can predict their customers’ needs precisely and providing the products that might fulfill those needs so that they can focus on the right product for their customers.
On the other hand, I don’t think this statement is product-oriented. The concept of a product-oriented approach is to create and manufacture the best quality product at the lowest price. This is not Amazon’s value proposition because Amazon aims to fulfill its customers’ needs and desires. Creating the best quality product might not ensure it resonates with the customers’ needs. Indeed, if we look at Amazon’s statement, we can see that Amazon has huge goals: reaching the whole Earth’s this is an optimistic look into the future. I think Amazon has great insight for the future, thus this statement can also be considered futuristic-oriented.
References:
The five key categories of the marketing orientation approach. (2021, January 31). Traqq’s Blog. https://traqq.com/blog/the-five-key-categories-of-marketing-orientation-approaches/
Principles of Marketing. (2015). University Of Minnesota Libraries Publishing Edition. Minneapolis, USA.
Amazon value proposition in a nutshell. (2019, August 3). FourWeekMBA. https://fourweekmba.com/amazon-value-proposition
Thirumalai, Sriram & Sinha, Kingshuk. (2005). Customer Satisfaction With Order Fulfillment in Retail Supply Chains: Implications of Product Type in Electronic B2C Transactions. Journal of Operations Management. 23. 291–303. 10.1016/j.jom.2004.10.015.
Note:
This article is written based on University of The People Marketing Management (BUS 5112) written assignment by Fristy Tania in September 2021
