Global Marketing and Digital Business : Assignment

Added on - 04 Oct 2020

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7755GLOBAL MARKETINGAND DIGITAL BUSINESS
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3ORGANIZATIONAL PROFILE AND INDUSTRY ANALYSIS................................................3Background of the organization............................................................................................3Porters five force analysis......................................................................................................4SITUATIONAL ANALYSIS..........................................................................................................6PESTLE analysis...................................................................................................................6SWOT analyses......................................................................................................................8ANALYSIS.....................................................................................................................................8Internationalization Theory...................................................................................................8Cultural factors.......................................................................................................................9Adapted Strategy...................................................................................................................9Home nation's competitive advantage..................................................................................9MARKETING ACTIVITIES.........................................................................................................10Segmenting, targeting and positioning................................................................................10Branding..............................................................................................................................11Consumer trends..................................................................................................................11ONLINE ACTIVITIES.................................................................................................................11Effectiveness of Online presence........................................................................................11RECOMMENDATIONS...............................................................................................................11Suggestions...........................................................................................................................11CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13
INTRODUCTIONGlobal marketing can be defined as the procedure of making adjustment in promotionalstrategies in order to adapt to the conditions of other nations. It is mainly concerned with sellingproducts or services at international level. International marketing is important in context ofexploring as well as capturing different opportunities such as increase in market share as well assales, customer base, profitability etc. During the last few years there has been greatadvancement in the technology which has providedenterprises an opportunity to mark theironline presence and it has enabled firm to promote goods at international level (Oyewole, 2018).The digital technology will help an enterprise in reaching to the wide number of customers.Digital marketing can be defined as advertise through digital media.In context of marketing,digital media such as Facebook is very much useful in order to promote goods or services globallevel.Research report emphasizes on analysing the online marketing as well as online businesspracticesof an enterprise in context of Amazon UK.It is multinational E-commerce company.Amazon is a world largest online retailer. Study will emphasize on highlighting the importantfactors which have direct as well as significant impact on an organisation business performance.Aim of the plan is to help anenterprisein improving marketing activities. Report will have focuson measuring the effectiveness of online presence. Assignment will include some suggestionsthat can be utilised for improving marketing activities.ORGANISATIONAL PROFILE AND INDUSTRY ANALYSISBackground of the organizationAmazon UK is global company which has focus on E-commerce, cloud computing andartificial intelligence. Disruptive innovation strategy has assisted an organization in achievingleading position in an industry. Amazon UK is among the largest E-commerce market place incontext of revenue as well as market capitalization. Amazon has its own website through whichit sells goods and share business information with customers. It is the largest internetorganization in terms of revenue (Kent, Dennis, Cano, Helberger and Brakus, 2018. ). In year2016, Amazon through its website has attracted 130 million customers. Business entity has madehuge capital investment for increasing its server capacity for its websites. Amazon has enabledusers or their clients to submit the reviews about the products or service, this strategy hasassisted firm in developing strong relationship with people. Customer engagement or public
relation is considered to be as the good strategy as it provides organization an ease in influencingpeople to buy products or services. It is very much crucial for those companies who are engagedin digital and global business to built strong relationship with public. In addition to this, anorganization drives many of the sales through third party seller, these are those people who sellsgoods on Amazon. Amazon has to pay third party a certain amount of commission for referringcustomers. An organization also uses Google ads for promoting their products and services.In addition to this, Amazon has also adopted Multi level E-commerce strategy. Anorganization has focused on strengthening their relationship with consumers. An enterprise hasalso adopted integrating marketing approach. Business entity utilities various marketing channelsuch sponsored search, social media, online advertisement for promoting their products andservices at global level (Watson, Weaven and Palmatier, 2018.). Amazon accounted for approx.forty-four percent E-commerce sales during year 2017.Porters five force analysisIt is basically a business analysis model. Porters five force model is an analyticaltechnique which can be utilized by manager of Amazon UK for determining the intensity or levelof competition in an industry. This hypothesis can also be utilized for evaluating competitivestrength and position of an organization. The major competitors of Amazon UK are Walmart.Threat of new entrants :It is low. Entrance of new companies in an industry can lead to declinein market share of Amazon UK (Brown and Holt, 2018. ). There is less threat of new entrantasthe cost of brand development in online retail business is very high. Inaddition to this, there arefewer chances of entrant of new companies as there are already many giants firms which hasgained customer loyalty and has captured wide market share, it would be difficult for new firm toestablish their positionin e-commerce industry.Amazon UK needs to set high standards for products and services, this will assist anorganization in creating the big barriers in context of entry of new companies in this industry.Threats of rivalry among existing firms:It is high.Amazon UK has to compete with strongcompetitors. The components which are responsible for strong competition are highaggressiveness of companies, availability of substitutes, low switching costs etc. The differentmarketing strategies such as discounting pricing or other schemes launched by Walmart as wellas other competitors has direct and significant effect on the sales of Amazon UK.
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