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Introducing B-COP: A Methodology to Benchmark Competitive Online Performance - page 12 / 21

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DVDs). In its early days as an online retailer, barnesandnoble.com was widely regarded as its

online competitor. However, in today’s environment, given the multi-faceted nature of the

company it is somewhat hard to guess who the competitors of this company may be. Therefore,

our methodology is very useful as a way of identifying the competitive landscape of the

company. The application of B-COP to Amazon.com is shown in Figures 1a and 1b.

[Insert Figures 1a and 1b About Here.]

We make the following observations about Amazon.com’s competition online-

  • 1)

    The company has one strong competitor online and nine weak competitors. eBay is the strong competitor and a dominant one, at that. It is 1.2 times stronger in terms of the number of visitors (i.e., reach) and 2.1 times stronger in terms of page views. [The raw data for these calculations is available from the authors in Table form.]

  • 2)

    Amazon.com is much stronger in terms of visitors as well as page views. Disney.com is a moderately strong competitor in terms of visitors.

  • 3)

    The weaker competitors of the company might be classified into two clusters. Two competitors JCPenney.com and Samsclub.com are Niche-1 while all others are “weakest”.

  • 4)

    As shown in Figure 1b, Amazon.com has five direct competitors- eBay.com, Bn.com, Wal-mart.com, blockbuster.com and Buy.com. All other competitors are indirect.

  • 5)

    As shown in Figure 1b, of the direct competitors, consumers who visit Amazon.com, visit eBay.com and Bn.com and vice versa (i.e., two-way traffic). However, consumers who visit Amazon.com visit buy.com, wal-mart.com and blockbuster.com while those who visit buy.com, wal-mart.com and blockbuster.com do not visit Amazon.com (i.e., one-way traffic).

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