Should OneBlade be sold via Amazon? Qualitative and Quantitative research towards advantages and disadvantages of selling via Amazon.

Abstract

My business internship was performed at Koninklijke Philips N.V. commonly known as Philips. A multinational company focused on healthcare technology oBering wide range of services and products from medical imaging equipment to daily consumer electronics, lighting and domestic appliances. There, I was hired as consumer marketing intern for OneBlade, part of Personal Health division.

The purpose of this business report was to provide detailed case study overview of OneBlade while analyzing benefits and downsides of selling their products on Amazon. As known, Amazon has an extensive marketplace with more than 310 million consumers across the globe and approximately 2 billion monthly website visits. Plus, they oBer expertise on logistics and access to consumer data. But selling products on this platform is also subject to significant downsides such as competitive pricing and pressures, loss of brand control and counterfeits risks. Companies such as Nike have found themselves formulating these questions. Why they need to be present on Amazon? What are the benefits and drawbacks? Since OneBlade is highly present across multiple countries, it is important to analyze the advantages and disadvantages as well as risks involved moving further with this market channel. Additionally, the report provides a set of recommendations to sell its products on Amazon, following the guidelines and insights obtained from my internship. Currently, Philips provides a general set of recommendations for product display on Amazon listings. However, there aren’t explicit guides to each category. Often, OneBlade products currently sold don’t follow a guideline and features are selected without extensive knowledge on the possible impacts it could have to the customer purchase.

Therefore, this research project aimed to cover both the business strategy behind selling on Amazon and optimizing its presence. All this, by elaborating and testing personalized guidelines for OneBlade and implement them across all Amazon listings worldwide at a standardized manner. As well as to serve for a future reference for new product listings. This guideline will take into consideration customer preferences and the MarCom recommendations. Thus, there is a need to provide a benchmark that encompasses several steps to ensure their products are displayed with purposefully elaborated and proven principles.

In conclusion, both a qualitative and quantitative research were conducted to gain broader view and answer all research questions. Consequently, given the situation of OneBlade, results showed it is beneficial to be present at Amazon.