Amazon, the trillion-dollar company, have had struggles to meet the high demands of orders during this time of the coronavirus pandemic. The warehouses of Amazon are being filled up with all the new orders that customers are ordering online and Amazon has been trying to keep up with this high volume and because of this, they have struggled to deliver some items on time. They have gone with a different strategy during this pandemic time that we are living in. The strategy consists on trying to reduce the amount of items that are sold and giving more priority to the sales of essential products during this time, "such as cleaning products, health- care items and shelf- stable food."(Mattioli) Amazon has taken the posture of prioritizing and limiting to the sales of these essential items. The less essential products are seeing a substantial decrease in sales and many sellers have sent their complaints because of this, so Amazon has responded with announcing that they are hiring 100,000 workers and plan to hire 75,000 more to be able to distribute these non-essential items. Amazon has also encouraged the shipping of items of third-party sellers to ease off all the demand that Amazon has to distribute.
I think that it is interesting to see how Amazon has had to adapt with the excessive demand that they are getting during this trialing time. This is not just the case for Amazon, but with many other online businesses that have had struggles during this time. It forces companies to seek other strategies to adapt to the situation and the market, like Amazon has done. The marketing strategies that Amazon have been using has changed from a mass marketing strategy to more of a target marketing for the essential products that the customers need for the time being.
Published April 16, 2020
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