Marketing Objectives and Strategies for Amazon

Amazon

Amazon
Table of Contents
Introduction......................................................................................................................................2
Current Market Position..................................................................................................................2
Three marketing objectives..............................................................................................................4
 Building brand awareness....................................................................................................4
 To boost customer relationships...........................................................................................5
 Targeting of the new customers............................................................................................5
Three market segments and how Amazon will develop loyalty......................................................6
Target segments...........................................................................................................................6
Strategies to develop loyalty........................................................................................................6
Marketing mix and marketing tools to position the brand...............................................................8
Marketing tools that should be considered by Amazon...................................................................9
Jungle-scout.................................................................................................................................9
Jump-send..................................................................................................................................10
Camel-camel-camel...................................................................................................................10
Annexure to the report...................................................................................................................10
References......................................................................................................................................12
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Amazon
Introduction
In this paper, the discussion will be made on the different aspects related to marketing
management. The company selected for the task is Amazon. It is examined that Amazon is one
of the largest multinational company and the activities are conducted on the e-commerce
platform. The company was established on 5, July 1994 in Seattle Washington (Amazon, 2019).
So, the different marketing aspects will be analyzed on the basis of the current position,
marketing objectives, target segments and marketing mix in relation to the company.
Current Market Position
Amazon is one of the biggest players in the e-commerce sector and the overall sales have been
enhanced by the company from 20% in 2013 to 28% in 2017. The company is at the top position
in relation to the current position in the highly competitive market. The competitors of the
company such as E-Bay, Apple, Wal-Mart are in the next position. Amazon is on the 1st
position with 49.1% sale on the e-commerce platform and the other companies such as E-bay
have 6.6% sales, Wal-Mart 3.7% sales and best buy 1.4% sales (Ingrid, 2019).
(Source: Ingrid, 2019).
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Amazon
It has been analyzed that at the time of maintaining the track record of the online purchases
across 100 Million devices from 500 e-commerce retailers and market, the company is on the 1st
position in terms of online battery purchases. According to the Jump shot report, Amazon covers
97% market share of the online battery in the highly competitive market. There are other
products also such as kitchen and dining products with 94% purchase share and also home
improvement tool with 93% of the market share. Therefore, one of the products of the company
is an online battery which covers a large market share with 97% of the market share (Marketing
land, 2019).
(Source: marketing land, 2019).
STP is one of the best models that can help to evaluate the current position of the company in the
market. In reference to the product of Amazon, it is observed that the company focuses on the
concept of positioning in which the focus is given on adaptive positioning. The company
evaluates the online retail giants present in the external business environment and also analyze
the expectation level of the customers by repositioning the products and services in the market.
In reference to the batteries sold by the company, it is stated that the focus is on the needs of the
customers. At the time of offering the products; the emphasis is given on evaluating the needs of
the customers as it assists in repositioning the products in the market. Targeting is also done at
the time of offering the products in the market. To promote batteries segment in the market,
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