Contents

1. Executive Summary...............................................................................................................1

2. Introduction................................................................................................................................2

3. Sales Management Principles...........................................................................................3

3.1 Importance of Sales Planning..............................................................................................3

3.2 Methods of Selling................................................................................................................3

Consultative Selling:................................................................................................................3

Solution Selling:......................................................................................................................4

3.3 Sales Reporting.....................................................................................................................4

Key metrics that should be tracked include:............................................................................4

Revenue Growth: Monitoring year-over-year revenue increases to evaluate market

performance and the effectiveness of sales strategies.............................................................4

Conversion Rates: Analyzing the percentage of website visitors who make purchases helps
Amazon optimize its marketing and sales funnels..................................................................4

Customer Acquisition Cost (CAC): Understanding the costs associated with acquiring
new customers enables better budgeting and strategic planning.............................................4

By leveraging these metrics, Amazon can refine its sales strategies, adapt to market
changes, and ensure alignment with corporate objectives. Effective sales reporting not only
enhances sales performance but also supports Amazon’s overarching goal of maintaining its
leadership position in the competitive e-commerce landscape................................................4

4. Sales Structure Evaluation................................................................................................5

4.1 Benefits of Sales Structures..................................................................................................5

4.2 Organization of Sales Structures.........................................................................................5

4.3 Implementation of Sales Structures: Organizational Examples.........................................6

4.4 Selling Through Others........................................................................................................6

 .................................................................................................................................................7

5. Selling Techniques and Relationship Management........................................................7

5.1 Required Skills and Attributes of Successful Selling Techniques......................................7

5.2 Application of Successful Selling Techniques.....................................................................8

5.3 Reflection on Relationship Management.............................................................................9

6. Portfolio Management Process.........................................................................................9

6.1 Overview of Portfolio Management.....................................................................................9

6.2 Analytical Tools for Portfolio Management......................................................................10

6.3 Recommendations for Competitive Edge...........................................................................10

6.4 Summary of Key Findings and Insights............................................................................11

7. Key Findings and Insights.......................................................................................................12

8. Actionable Recommendations................................................................................................13

1. Implement Regular Sales Training Programs:...................................................................13

2. Enhance Data Analytics Capabilities:.................................................................................13

3. Optimize Portfolio Review Processes:..................................................................................13

4. Strengthen Customer Feedback Mechanisms:....................................................................13

5. Explore Strategic Partnerships:...........................................................................................13

6. Promote Sustainability Initiatives:.......................................................................................14

9. Conclusion................................................................................................................................14
 Application of Key principles of Sales
Management & Portfolio Management Process
1. Executive Summary
This report is a research on the sales management of Amazon; whereby the company has
implemented principles, structures, techniques and portfolio management in its sales
management. Some of the research findings that have been revealed are as follows; Research
shows the need to undertake sales planning in order to direct sales activities to support
organizational objectives and respond to change. Currently, consultative and solution selling are
effective approaches that are applicable in the selling of the Amazon products using both
business to business (B2B) and business to customers (B2C) selling techniques to improve the
level of customer engagement and satisfaction. This means the company’s sales organization
structure is blended with geographical area sales, product line sales and customer need sales to
realize the best results in the marketplace (Belz & Peattie, 2022).

Furthermore, the report also emphasizes on relationship management capabilities pointing out
that listening, understanding customers, having product knowledge, etc. is crucial for
relationships and hence, for customer loyalty. Portfolio management coordinated with the
support of tools such as BCG Matrix helps Amazon to monitor product portfolios continually
and adapt to customer expectations to achieve the maximum level of profitability (Marnewick &
Wyzalek, 2023).

This report offers a set of recommendations for the senior management to help improve sales
performance and account management. They include; sales skills including having regular,
effective training to build on the important skills of selling, having better advanced data analysis
system to enable a better understanding of customer behaviors, and having proper portfolio
reviewing mechanism that allows for the best time to adjust product portfolio. On the same note,
customer feedback channels should also be developed and/or new strategic partnerships that can
widen the market niche and product array should also be sought. The sustainability initiatives
will also help in attracting more of the conscious market since many consumers are now more
inclined towards sustainability (Helxa & Peattie, 2012).
The value of this report for the senior management is based upon its focus on strategic
implications and suggestions that will improve Amazon’s competitive advantage. Overall, if
Amazon adapts these strategies, the company will be able to build improved strategic position in
the market; enhance the general sales performances; as well as foster customer loyalty in the
long run. It is against this backdrop that the integration of these recommendations is viable and
will assist Amazon to continue recording impressive growth rates and pronounced profitability in
the evolving e-commerce market(Cartier et al., 2023).

2. Introduction
Amazon is web based company, founded in 1994 by Jeff Bezos which revolutionized the retail
business starting off from just a online book selling company (Stone, 2023). Amazon is based in
Seattle Washington, with a diverse product range that places it amongst the market leaders in
products that it stocks including electronics, clothing and groceries. Its conception of sales
techniques also define market trends with services such as Amazon Prime and Amazon
Marketplace which are non-conventional in framing consumer consumption. The role of Amazon
goes further than the market share it has proven in the e-commerce segment: The company is a
leading example for using technology and data to optimize the shoppers’ journey. The complex
consumer behavior and preference has thus been managed through sound AMZ sales
management with marketing and shopping options customized (Desai, 2021). Its capacity to
compound techniques of selling and distribution, including dynamic price manipulation, and
selected marketing and promotion, sets it out in a saturated market even further. The following is
the rationale for this report: This report seeks to critically assess the following aspects of sales
management at Amazon; its selling principles, selling structure, selling techniques, and portfolio
selling. Thus, by understanding these elements, the report aims at revealing the perspectives on
how Amazon sustains its competitive advantage and Sales performance discovered from the
analysis of the results. Besides, concrete suggestions will be given to enhance the company’s
sales and account approaches affiliated with the continuous development of the e-commerce
sector (Berg & Knights, 2024).

3. Sales Management Principles

Apply key principles of sales management in relation to the importance of sales planning,
methods of selling and sale reporting and evaluate how principles of sales management will be
different in response to consumer and business buying behavior in the chosen company/industry.

3.1 Importance of Sales Planning

Sales planning is the formulation of sales goals, identification of resources needed and the steps
needed to achieve the organizations objectives (Westwood, 2022). In fact, for a firm such as
Amazon, it is crucial that sales planning must guide not only revenue generation but must also be
an approach to the alignment of sales activities with other strategic objectives of the firm. It
delineates the sometimes complicated but necessary understandings that may otherwise confound
the sales team into attending to a broad market that may bring little return for the resources
invested therein. Nowadays, the connection between sales planning and market analysis is
considered rather critical. Market analysis entails assortment identification, evaluation of trends,
customer needs, and competitors affecting sales planning. At Amazon, this relationship makes it
easier to discover new opportunities for sales and the needs of clients and adjust the strategies to
fit those requirements. Through incorporating data from the market analysis into a sales planning
process, Amazon can guarantee prolonged growth and profitability due to dynamism in adapting
to new consumers’ behaviors (King, 2022).

3.2 Methods of Selling

Amazon displays multiple methodologies for selling purpose that are being tailored to the
diverse kind of customers’ base, delivering both to the B2B as well as B2C markets, which we
are discussing here as follows:

Consultative Selling:

Consultative Selling approach discuss the understanding of customer needs and providing best
solutions in response. In case of Amazon engine along customer reviews exemplify it to enable
users fully informed regarding the product specifications and merits for the users, which says
“it’s the best suit to solve your problem” (West, 2022). .

Solution Selling:
In the B2B sector especially when dealing with services such as AWS solution sell is common. It
focuses on defining certain business problems and delivering global technological solutions with
on-point business strategies towards enterprise customers by focusing on strategic partnership
(John et al., 2023). These methodologies apply based on the various buying behaviors. By B2C
model customers have more concerns of convenience and speed and thus consultative selling
model is ideal for making high engagements and sales. On the other hand, B2B buying decisions
are a little more involved, meaning that more relationship selling and solution selling is
preferable. With these methods well implemented, Amazon can then meet the needs of its
customers with special regard for each segment in the market and thus boost corporate sales
performance (Sarhadi & Pattanaik, 2023).

3.3 Sales Reporting

Sales reporting is important to Amazon’s management of sales operational strategies because it
offers up-to-date information exposed for performance analysis and control. Through monitoring
necessary sales indicators, Amazon can analyze positions within goals, trends, and determine
necessary adjustments (Abdullah, 2023). Especially at a large scale operation, this capability can
make the difference between a good, average or bad operation and a strong or weak market
position.

Key metrics that should be tracked include:

 Sales Volume: The overall volume sold in each category thereby offering an
understanding of the pattern and stock requirement.
 Revenue Growth: Reviewing growth trends in terms of revenues on an annual basis to
determine performance indicators of the market and sales promotion strategies (Gabellini
& Scaramuzzi, 2022).
 Conversion Rates: measurement of the percentage of web site visitors making the
purchase enables Amazon to manage its marketing and sales channels.
 Customer Acquisition Cost (CAC): Awareness of the cost aspect of customer acquisition
helps one understand how much is needed when planning to acquire new customers.
Using such metrics, Amazon can improve its sales approaches, and address competitive
shifts while keeping corporate goals and plans in mind. Besides, increasing efficiency of
sales reporting contributes to the improvement of company’s sales and serves the overall
 aim of Amazon – to retain the leading position in the sphere of e-commerce (Biemans et
al., 2022).

4. Sales Structure Evaluation

4.1 Benefits of Sales Structures

Sales structures can be described as frameworks of the way the process of sales operations is
managed in organization specifying the roles and responsibilities of the members as well as the
ways of reaching the specified objectives. The benefits of well-defined sales structures include:

 Increased Efficiency: A clear sales structure makes conversation more effective as it

defines who does what and hence the teams operate efficiently. This helps minimize
overlapping and guarantee that everybody in the course of performing their duties adhere
to their assumed responsibilities (Biswas et al., 2023).
 Enhanced Accountability: When this is done, then it easier to monitor people and where
necessary, discipline them for underperformance. The right kind of accountability can
often motivate and enhance the sales outcome.
 Improved Customer Experience: Structure makes efficient the flow of operations and
communication in a firm thereby enhancing the togetherness during handling of
customers.
 Adaptability: A flexible sales structure can effectively alter the characteristics of the sales
force within a relatively short amount of time in response to the recognized shifts in the
market or the customers, as well as the new objectives of the organization, thereby
making the sales force more fit for its assignments (Aaker & Moorman, 2023).
4.2 Organization of Sales Structures
Sales structures can be organized in various ways, including:

 Geographic Structure: Geo sales teams are a part of a company’s sales management
structure. This model has the advantage of breaking the organization into local teams
where each will be addressing the needs of a particular region. For instance, Amazon has
geographic sales teams to manage the issue of delivery and customer needs at local level
(Qin & Liu, 2022).
  Product-Based Structure: In this model, the selling organizations are put in place for the
accomplishment of selling tasks related to certain products. This structure can be used to
build product expert among the sales representatives. For example, Amazon Web
Services (AWS) organizes a dedicated sales force that only sells cloud services, which
empowers the team with rich knowledge of the needs of enterprises (Peprah et al., 2023).
 Customer-Based Structure: It aligns sales teams by customer group, for example,
business customers vs. commercial customers. Amazon uses this structure in the B2B
sales, and due to its target audience, it has different approaches for different customers.
4.3 Implementation of Sales Structures: Organizational Examples
This paper shows that through the analysis of Amazon Company, we can determine how each of
these types of sales structures can be applied effectively. The company combines elements of
geographic, product-based, and customer-based structures to optimize its sales efforts:

 Geographic Structure: Amazon achieves it through establishment of several fulfillment

centers that should be located in various regions. Organized sales teams know the market
better inside out and can adjust all their marketing approaches based on consumer trends
in these regions (Jap, & Zmuda, 2022).
 Product-Based Structure: Separating the retail business from AWS enables the sales
teams to be experienced in their specific products to avoid generalists in the retail
business. Implementation of this specialization improves the database knowledge of
products and also customer relations.
 Customer-Based Structure: Therefore, Amazon’s B2B uses focused teams to address
individual categories of customers to meet their needs and improve the bond between the
two companies. For instance, while AWS possesses account managers dedicated to
enterprise customers regardless of the enormity of their accounts, their needs are
independently met (Reese & Alimahomed 2022).
4.4 Selling Through Others
Channel sales occur when individuals rely on the assistance of third parties, distributors or
agents, to promote their products or services. This approach has several advantages:

 Expanded Market Reach: Now, through mergers or strategic alliances, it becomes very
diverse to reach out to another group of opting-characters that amazon cannot directly
 reach. This is most clearly seen in the third-party selling program under which small
businesses are able to sell products directly through the Amazon site (Vollero & Siano,
2023).
 Cost Efficiency: Indirect selling not only can save money for an undertaking by cutting
out such expenses of direct selling as personnel and infrastructure. Most third-party
sellers have existing client base within their local markets, therefore reducing the
amounts of money Amazon will have to spend on direct client acquisition.
 Focus on Core Competencies: In this way, Amazon outsources it to other external
partners to provide solutions for some fields of sales forces while Amazon itself can keep
focusing on delivery and technical platform.
 Enhanced Customer Experience: Retailers can make use of channel partners in the region
because these intermediaries have a better feel of market trends and customers’ tastes.
This serves to give a better impression of the general performance goal of the amazon
retailers to customers, which is crucial in maintaining the good performance goal of the
firm.
Thus, they exert significant influence on Amazon, by providing a structured outlook to its sales
which is supported through various organization structures and the selling through others
perspective. By adopting all these sales structures, Amazon not only improves its organizational
work performance but also expands on customers’ reach and interaction with the market (Chen
& Ulmer, 2023).

5. Selling Techniques and Relationship Management

5.1 Skills & Attributes essential for Successful Selling Techniques

Therefore, successful selling techniques have been based on skills and attributes which would
enable the selling profession to sell to customers. Key skills and attributes include:

 Active Listening: Customer contact salespersons have to hear and assimilate information
as to customers’ requirements, issues or preferences. This skill enable the organisation to
propose solutions in the language that is appealing to the customer.
 Empathy: Empathy enables the salespeople to build rapport with the customers and
causes them to gain a level of trust in salespersons. This emotional linkage has the
potential of influencing customers’ buying behavior in a major way (Stone, 2022).
  Product Knowledge: Special knowledge of the products or services to be sold is sine qua
non. The (SBTD) model suggests that sales representatives should be in a position to
explain features, benefits and/or differences in an effort to counter customer concerns.
 Negotiation Skills: Selling always entails some form of bargaining Selling is a form of
persuasion which involves influence. It is the key role of the sales people to be able to
look for the balance in providing value to the customers in order to satisfy organizational
goals and objectives (Gass & Seiter, 2022).
 Adaptability: Flexibility in methods of selling is very important, especially when dealing
with a particular customer. They pointed that different customers need different tactics,
and that there must be added adhesion to this principle (Jamstailer et al., 2024).
 Persistence and Resilience: Sales may be tough and only successful representatives must
cling with lots of determination in acquiring clients and going through with their
haggling. Duration maintains motivation once there is a setback in the course of
developing a particular skill (Cookmis, 2023).
5.2 Application of Successful Selling Techniques
All these skills and attributes come in handy when preparing a sales proposal and constructing
and maintaining good customer relationships. Here’s how successful selling techniques
contribute to relationship management:

 Customized Proposals: It also allows those in charge of sales to make a detailed

assessment and come up with a proposal that can directly meet their client’s needs. For
instance, when Amazon sales department is interacting with a B2B customer using cloud
services, one can use of active listening to try and understand specific business issues that
the customer may be having then sell them solutions within AWS (Vanninen, 2022).
 Building Trust and Credibility: Trust is also promoted through empathy of the
salesperson as well as deep product knowledge. We also establish long-term relationships
with our customers when our representatives can attend to their concerns and give them
accurate information (King, 2022).
 Engaging in Value-Driven Conversations: Selling skills promote strategies in which the
representatives’ main concern is identifying the worth of their products to the customer.
Typically, by explaining how its services (such as Prime membership advantages or
 AWS functionalities), meet customers’ objectives, the salespeople can give persuasive
stories that the clients will find appealing (Zoltners & Lorimer, 2022).
 Continuous Follow-Up: The key rela-tion-ship-building competencies are most often
sustaining relationships after the sale has occurred, which requires determination and
flexibility. Another theoretical recommendation dictates that the sales representatives
should follow up customer needs after their purchase with the intention of satisfying them
or to fond out if they have any other needs. As for Amazon the same process could mean
calling B2B customers every few months and asking them about their satisfaction level
with the AWS services or potential for further cooperation.
 Feedback Mechanisms: It is equally important to look for feedback in unnecessary
customer complaints and being willing to address them. One of the key aspects of
Amazon culture is focusing on customer satisfaction; this is achieved by providing an
outstanding customer services, product reviews and surveys about the firm’s performance
are used to help the firm improve in its relations with customers (Vandermerwe &
Erixon, 2023).
5.3 Reflection on Relationship Management
Effective combination of selling strategies into relational management not only improves
customers’ satisfaction but also their loyalty. To Amazon and to any organisation, the developing
and the management of quality relationships bring repeat sales and word of mouth
recommendations, both of which are key issues in a highly competitive online shopping
environment (Amatus & Gisip, 2022). At the same time, integrated relationship management can
help reveal important information about customers and adjust the sales strategies in Amazon.
The more customers patronize Amazon and help propagate the brand, more they are understood
and appreciated which in return brings more patronage and referrals creating the circle of
virtuousness. As far as the observations made in this paper are concerned, it is clear that the
elements of effective selling strategies contribute to customer relations management skills and
attributes. If these techniques are actually implemented in proper manner, organizations such as
Amazon can improve the level of customer appeal and thereby improve the level of loyalty and
thus endure continued business success (Vakulenko et al., 2024).

6. Portfolio Management Process

6.1 Overview of Portfolio Management
The portfolio management process is a structured process of managing product or service lines
from a company in a bid to optimize on the revenue and profitability while at the same time
satisfying the market needs and organizational objectives. Portfolio management is very
important for a company which offers a broad variety of products and services, starting with
books and ending with cloud solutions like Amazon (West, 2022).

6.2 Analytical Tools for Portfolio Management

To develop an effective portfolio management process, Amazon can leverage several analytical
tools:

 BCG Matrix: The BCG Matrix divides products into four groups depending on the
growth rate of the market and the company’s market share: stars, cash cows, question
marks, and dogs. The analysis of its product range by using the BCG Matrix enables
Amazon to discern which products should be supported and developed further, which
products should be maintained, and which products should be quit and discontinued. For
example, Amazon Prime and AWS are clearly Stars because of its high growth and
market share showing more investment (Kundu & Chakraborti, 2022).
 SWOT Analysis: SWOT analysis assists Amazon in assessing the internal strengths and
weaknesses and external opportunities and threats currently existing on the market. This
analysis can be used in formulating some strategic management choices relating to the
improvement of the product, expansion of the market and position of the company.
 Customer Segmentation Analysis: Love and Siddharth, therefore, use the analysis of
customer data to determine the various groups within which customers can be separated
depending on their buying behaviours, their preference and even age. It makes the
positioning of products to customers easy since it enables the right products to be taken to
the respective right customers.
 Profitability Analysis: One advantage of evaluating costs by product line is that it helps
‘check’ the profitability of the various product lines and this way, helps to manage
resources better within Amazon. Through gross margin or contribution margin, the
company can easily determine the strong products and give more resources for its
enhancement (Akbari & Bigdeli, 2022).
6.3 Recommendations for Competitive Edge
To leverage the portfolio management process for a competitive edge, Amazon should consider
the following recommendations:

1. Dynamic Portfolio Optimization: It is recommended that approve a mechanism for the

frequent review of the product portfolio and update it in relation to emerging market
analysis and past performance. To this end, this structure assures that Amazon remains
sensitive to shifts in consumer tastes and can rapidly exploit them.
2. Enhanced Data Analytics: Upgrade your firm’s data analysis software systems to
improve the insights into consumer behaviors and trends. Thus, Amazon can make use of
the big data tools and analyze the product lines, ads, and promos that may appeal to
certain segments, and thereby, enlarge its orders (Deshpande & Pendem, 2023).
3. Focus on Customer-Centric Innovations: CT item 10 Innovation of products and services
should be guided by customer feedback and demand. Many customers are able to
bearitness about that favourite or least favourite product and undelete usable
characteristics and allowances that adequate received considerable favourable/
unfavourable comments. For instance, improving added-value features of AWS in
relation to customers’ needs of an enterprise could add more depth into Amazon
positioning in particular cloud market.
4. Strategic Partnerships and Alliances: Research on the possibility of venturing into
collaborations that unlock product diversification possibilities. Sourcing with third-party
sellers and expanding the technological sector might bring new products, therefore
become a value addition to the existing line of products in Amazon (Santi et al., 2023).
5. Sustainability Initiatives: This SWOT would require the management to enhance
sustainable practices in its product development and portfolio. Providing customers with
environmentally friendly products can help to attract people who care about the
environment and will help improve Amazon’s image, and, therefore, the company’s
position on the market (Kiran, 2022).
6.4 Summary of Key Findings and Insights
The analysis of Amazon's portfolio management process reveals several key insights:
  Diverse Portfolio: On the one hand, the product and service spectrum of amazon is huge
with almost all type of product or service available on its Hein’s On the other hand, the
product and service spectrum of amazon is this diverse that offers almost all type of
products or services which is a challenge for coordination also. A well-coordinated
portfolio management strategy is of great importance through which the management can
foster profitability by improving the range of products (Heinonen, 2022).
 Analytical Tools Are Essential: Such tools as the BCG Matrix, SWOT and customer
segmenting help in making the right decisions and ensuring that change is inline with the
market situation.
 Customer-Centric Approach: Using feedback and data analysis also cultivates the
relationship between customer and company to result in dependency and subsequent
repeat patronage .
 Adaptability is Crucial: Due to the fact e-commerce sector is rather active, the portfolio
management has to adjust to the changes in specified sector in a short amount of time.
 Besides, the following recommendations should be followed to ensure that Amazon
utilizes its portfolio management to develop a competitive advantage in the market, more
profit, and perpetual growth (Dutta, 2023).

7. Key Findings and Insights

The comprehensive analysis of Amazon's sales management strategies reveals several key
findings:

 Sales Planning is Crucial: Sales planning is an important part of the strategic sales
management concept that entails preparation of sales strategies to complement
organisational objectives. Amazon adapts quickly due to foresight as it pertains to
business in the market (Hazlett, 2024).
 Diverse Selling Methodologies: Some of the established selling strategies at Amazon
include the consultative selling, solution selling, customized according to the specific
groups of the clientèle. From this flexibility, customer relations and satisfaction are
improved.
  Structured Sales Organization: Currently, the company uses a mixed type of sales
organization with geographic, product and customer characteristics; this provides better
opportunities for nearly every market and customers.
 Effective Relationship Management: Techniques of selling that put stress on aspects such
as listening and understanding the prospects as well as knowledge of the product are
essential in shaping the future relationship between the buyer and the selling
organization. They result in customer loyalty and repeated business among the
communities involved in these collaborations (Kejriwal, 2022).
 Strategic Portfolio Management: Ideally, systematic portfolio management process with
the help of BCG Matrix and SWOT analysis helps Amazon to manage its wide range of
products and make them as much profitable as possible.
 Interconnectedness of Elements: Overview of sales management principles, structures,
techniques, and portfolio management show that all these aspects are integrated. All
affect and contribute to the improvement of the total picture of sales and overall
organizational performance (Wulfert et al., 2022).

8. Actionable Recommendations
To enhance sales performance and account management, the following specific
recommendations are proposed for senior management:

1. Implement Regular Sales Training Programs:

Action: As for sales team, create good maintenance training program for the active listening
skills, empathy, and product knowledge.

Impact: Teaching and training the fundamental aspects to the sales representatives will enhance
their relation with clients and vice versa.

2. Enhance Data Analytics Capabilities:

Action: Capitalize in types of data analysis in order to acquire data on customer purchasing
patterns and business trends.

Impact: New and accurate data processing procedures will help offer efficient marketing and
selling that results in a high conversion rate.
3. Optimize Portfolio Review Processes:

Action: In this case, set up a system for checking on product performance every three months
using the BCG Matrix and profitability analysis.

Impact: This will guarantee the time-bound realignment of product offerings when need be
achieving optimal revenue and market responsiveness.

4. Strengthen Customer Feedback Mechanisms:

Action: Use customer feedback forms to collect information from people concerning available
products and services.

Impact: It will improve product innovation by identifying consumer preferences as well as

increase customer loyalty thus repeat sales.

5. Explore Strategic Partnerships:

Action: Lease out collaborations that sell related products to cross-sell the current and new
products, in order to tap into other market segments.

Impact: Assimilation activities can include the introduction of new products into the market, the
promotion of value added propositions and competitive advantage.

6. Promote Sustainability Initiatives:

Action: When establishing portfolio management, introduce environmentally friendly products

into the market.

Impact: This will attract customers with a conscience and enhance brand reputation because the
company is recycling the liquids.

9. Conclusion
The conclusions of this report support the importance of a coordinated perspective of sales
management within the Amazon organisation. Therefore, by integrating sales planning,
structures, techniques and portfolio management, the company can improve its strategic position
in the increasing dynamic bent of e-commerce business. The suggestions offered here will assist
senior management in enhancing performance sales and account management for corporate
profitability and growth. Company’s implementation of these suggestion will not only help
Amazon to consolidate it market place but also will do so with the added benefit of accruing
customer loyalty. Based on these findings, this paper recommends that senior management
should consider the implementation of the proposed strategies to help Amazon sustain its
operations and growth in the e-commerce business globally.
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