In this exercise you will be assuming the role of an Account Manager working within our Personal
Question:
In this exercise you will be assuming the role of an Account Manager working within our Personal Care Appliances category during Amazon Black Friday. You act as a general manager responsible for managing Amazon’s relationship with your assigned vendor. Your focus is to maintain & improve positive customer experience and to optimize your brand’s business across buying, marketing, and inventory management in order to drive growth in revenue and profitability. Black Friday is one of the biggest sales weeks of the year for Amazon, it is a 5 day event that starts on Monday and culminates on Black Friday. It is an opportunity to offer Amazon customers ‘door buster’ deals and drive incremental sales for our vendors. Instructions
You need to create a selection of Black Friday promotions for your assigned vendor.
You have been provided an Excel worksheet with product information that you should use to identify the promotions for Black Friday.
You should be able to give an overview of your plan that includes a selection of the promotions you are planning.
Please present your plan with the provided Excel sheet. You can add columns to the calculation if needed
You have 30 minutes to work on the exercise, a further 15 minutes to present your plan/selection and another 15 minutes to answer any questions. Key Points to Consider
Your promotions should deliver a total Revenue increase of 50% vs. last year. Last year the revenue was €1.2 million.
All promotions must run at a minimum profit margin of 10%.
All promotions are required to run at a minimum of 25% off the average price from the last 90 days.
A promotion on a given product can only run once, and can run any time on Black Friday Week (Mon-Thurs) or Black Friday itself (Fri).
For promotions running on Black Friday Week, you can expect daily sales to be 5 x equal to the average weekly sales of the promoted product. For promotions running on Black Friday, you can expect daily sales to be 10 x equal to the average weekly sales of the promoted product. Tips
Remember your goal as an Account Manager is to drive growth in revenue & profitability and provide the best experience for Amazon customers.
Consider what additional information you may require to help you better define your Black Friday plans.
What processes would you simplify on Amazon to increase Customer Experience? Useful Metrics € Revenue = Average Sales Price x Units % Profit = (Revenue - Cost) / Revenue Vendor Cost Price = The normal price that Amazon purchases the product from the vendor. Black Friday Cost Price = The discounted cost price offered by the vendor for Black Friday Promotions. Average Selling Price = The price that is displayed on the Amazon website that customers purchase at (including VAT).
Expert Answer:
Customer experience also known as CX is defined by the interactions and experiences your customer has with your business throughout the entire customer journey from first contact to becoming a happy a... View the full answer
