Zappos Social Media Success

Small Business Social Media Success Stories and Social Media Failures

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Zappos Social Media Success

1. Introduction and history

Company Overview

Nick Swinmurn was the initiator of the Zappos Company that specialized in the online retail of shoes and later ventured into other businesses such as the sale of clothes and accessories. It happened that Nick went out for shopping in the nearby malls and stores to purchase shoes. It was unfortunate that the search of the color he required was in vain and could not trace it in any of the nearby malls and stores (Hoffman, et al., 2010). Nick realized that no online platform existed in the aiding of providing customers with an easy access to the products they required. In the year 1999, he initiated his company with the website www.zappos.com to aid in marketing these products. The company targeted first to satisfy the demands of the US customers then eventually venture in global business due to its diminished capital structure. Nick located its offices at Las Vegas, Nevada

Industry and products

The shoe manufacturing and distribution industry is diverse and composed of large and small scale businesses that work together and others independently. The classification of shoes’ prices gets categorized depending on the quality and quantity that a customer may need. The shoe industry in the US is currently growing at a high speed due to strong demand for shoes in both the country and outside. Small businesses have now wakened up and occupied a large population in the industry as most people purchase shoes in small scale and at irregular patterns. Zappos family took this initiative as a way of encouraging the industry dynamism and flexibility while articulating new forms of business structuring.

General target market of the small business

Zappos targets the current market and customers at all the age groups with the most aim being meeting the demand of the youths with the high preference to fashion. The tastes of the young aged generation are random and as new product gets released in the market tend to respond promptly in testing it. The pricing of the products was made universal and to encourage equality and enhance that all customers got an equal treatment. The company also aimed at revolutionalizing the markets and lowering the incidences of customers wasting much time in search for the brands of products they require.

2. Social Media Marketing Campaign/Strategy

The