Reference no: EM132954150

What is Amazon's Value proposition and the market to which it seeks to appeal? (3 components to cover are in the context)

Context: Value proposition is defined by the

a. Value attributes: Value attributes are the elements of the products or services that customers value when making their purchasing decision. These include the product design, functionality, performance, quality, customization and price, as well as the related service, brand, availability, and other features. The set of those attributes for a particular group of customers and a particular product or service gives the customers' value curve.

b. Customer segments: are groups of customers that have similar value curves. Those customer groups can be identified by income level, geographical location, age, and lifestyle attributes for consumer goods and service industries; or by industry, size and purchasing behavior for business-to-business (B2B) industries.

c. Standardized VS Adaptive: If Amazon aims to appeal to similar value attributes or the same type of customer segments across the globe, your approach is qualified as standardized; if you try to appeal to different value attributes or segments according to the country or regions, the approach is qualified as adaptive.