![]() ![]() Specifically, Amazon focuses on user experience personalization thanks to efficient application of data science and machine learning. Sophisticated user experience features in general and recommendations feature on e-retailer’s website in particular play an important role in the application of market penetration strategy. Amazon uses market penetration strategy aggressively. Market penetration refers to selling existing products to existing markets. Within the scope of Ansoff Matrix, Amazon uses all four growth strategies in an integrated manner:ġ. These are market penetration, product development, market development and diversification. Ansoff Matrix illustrates four different strategy options available for businesses. Amazon Ansoff Matrix is a marketing planning model that helps the e-commerce and cloud computing company to determine its product and market strategy.
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