Amazon Australia market situation

Running head: MARKETING
MARKETING
Amazon Australia market situation
Name of the Student
Name of the University
Author Note

1MARKETING
Executive Summary
The paper has shed light on the marketing aspect of companies and their innovative ways to
develop the business. Amazon is the chosen company and their market development in
Australia is the key concern in that case. Amazon satisfies their customers with the huge
range of products and these products help them to strengthen the market in Australia. The
process of the paid subscription is another premium process for Amazon and customers get
benefitted by that process. The retail management is trying to improve their field during this
time and that initiated by the company itself. The process of prime service management in
Australia strengthen the business and provide an extra opportunity to have better market in
Australia. There are some innovations also highlighted that can be proceeded in future and
get a strong base of Amazon in Australia.

2MARKETING
Table of Contents
1. Introduction............................................................................................................................3
2. Background to the Company..................................................................................................3
3. Marketing Analysis................................................................................................................4
3.1 The Nature of Amazon Australia’s Marketing Strategy or Strategies since it began......4
3.2 Strategic Marketing Options for Amazon Australia moving forward.............................6
4. Conclusion..............................................................................................................................9
References................................................................................................................................10

3MARKETING
1. Introduction
Amazon is one of the biggest internet retailers in the world and online marketing of
the company is on top of the world. The competitive market of online purchase is a new
tradition that every business try to introduce in their marketing process. However, the
processing is not that easy. There are some managing websites issues and easy buying
process will help to accumulate customers (Bergvall-Kåreborn and Howcroft 2013). The
basic objective of online marketing is to create a concerted approach in people and attract
them with the facility. The effective promotional approach of the company is vital in that case
and Australian people have that engagement to channelize with the work and use the
marketing channel for the development of online industry.
2. Background to the Company
Amazon has started their business in Australia in 2013. The major benefits that
Amazon delivers to Australian people are the cheap prices, the wide range of brands, a wide
range of products, quick and free delivery. The male customers are more aware than females.
62% of men are interested in Amazon and 38% of women in Australia are associated with
this (Amazon.com.au 2018). 67% electronic goods and 61% of books are ordered from
Amazon and most of the Australian use this online process for these two genres of products.
The new innovation from Amazon is the prime service and 73% people ordered through the
prime process (Amazon.com.au 2018). In 1995, Amazon goes live and started their online
business with books. The multi-layer distribution channels help the entire process and
Amazon gets a kick start in the market. Though Amazon has started their business in
Australia in 2013 and they have already made a good business over there (Amazon.com.au
2018). Amazon launched the Kindle store in 2013 and initially concentrated on that business.