Marketing Analysis of Amazon Australia

This paper analyzes the marketing strategies of Amazon Australia, including its glocal strategy, cost strategy, and focus strategy. It also suggests strategic marketing options for the company moving forward, such as long term strategy approach, review of the products strategy, search engine strategy, and promotion strategy.

Running head: Amazon Australia
Amazon Australia

Amazon Australia
Executive summary
In this paper the emphasis will be given on the overall marketing analysis of Amazon Australia.
It has been seen that company should consider the marketing strategies so that it can be easy for
the company to accomplish the market share. It has been seen that in this paper the focus will be
given on the marketing strategies like product review and promotional strategy so that goals can
be attained effectively.
1

Amazon Australia
Table of Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................1
Market analysis................................................................................................................................2
The Nature of Amazon Australia’s Marketing Strategy..............................................................2
Strategic Marketing Options for Amazon Australia moving forward.........................................3
Conclusion.......................................................................................................................................5
References........................................................................................................................................6
2

Amazon Australia
Introduction
Marketing is one of the important aspects that can help the company to achieve success in the
high competition level. Through marketing the company can focus on the target audience and
through this it can also be easy to attain the large market share. Marketing is the broad concept
that focuses on various aspects through which products and services can be introduced in the
market. There are various aspects that relates to marketing like it has been seen that marketing
can be done by taking into consideration promotion, advertisement and also the overall customer
requirement. It is essential for the companies to emphasize on marketing so that it can be simple
to achieve the desired goals.
By analyzing the present scenario, it has been examined that Amazon Australia emphasizes on
the marketing concepts as it can help to attain the large market share. Amazon in Australia is the
well-known company in the e- commerce sector but there are many issues which are faced by the
company just because of the competitors who are present in the market. The competitors who are
present in the market are many like Wes farmers and Woolworths. To give tough competition to
the competitors it is necessary for the company to take into consideration the marketing
strategies so that growth can be maintained.
Background of the company
Amazon Australia started its operation in 2013 and it has been seen that the strategy which is
taken into consideration is related to Glocal. This strategy is the best strategy as it helps to enter
into the market with the motive of earning profits and success. It has been analyzed that the
company is the largest US online retailer and it was established in 1994. There are various
products which are sold by the company like clothes, accessories and food products. Amazon
Australia also has own websites and it is known as the second largest organization. The overall
revenue of the company is US $1 TRILLION and the overall employees of the company are
5666,000 employees (Rollins and Calabrese, 2016).
3

Amazon Australia
Market analysis
The Nature of Amazon Australia’s Marketing Strategy
It has been investigated that company focused on the long term approach that take into
consideration various goals so that growth can be attained. Market strategies take into
consideration various aspects like need of the customers. Amazon Australia focuses on various
marketing strategies so that it can be easy to manage the entire activities of the company. The
strategy which is glocal strategy helps the company to evaluate the customer behavior and also
through this they can take effective steps which are necessary to achieve success in the high level
of competition (Desjardins, 2017).
Cost strategy is also one of the strategies which are considered by the company to achieve
growth in the market. In this the products of the company are offered at low price by the
company to its customers. By giving products at low price it has been seen that demand of the
products can be enhanced easily. This strategy is considered so that competitive advantage can
be attained and also it has been seen that products are offered at the low price which will help to
earn more revenue (Nagle and Müller, 2017).
The company emphasizes on the overall customer experience by providing the products at low
price. It has been examined that on special occasions the company offers various products in the
market at low price and due to this the customer get attracted towards the products and services
of the company. Due to this strategy it can be easy to maintain the customer loyalty. There are
many cost leaders who are offering products but to differentiate themselves it is important for the
company to focus on giving discounts and offers (D. Banker, Mashruwala and Tripathy, 2014).
It can be examined that to attract the customers towards the products the company tries to
consider various marketing strategies like focus strategy in which the aim of the company is to
focus on the resources so that it can be easy to enhance the market share. This strategy is
considered by the company so that it can be simple for the company to satisfy the need of the
customers. It is one of the generic strategies which are considered by the company so that it can
be simple to expand the market share. Amazon Australia offers various products in the market
and through this it can be simple for the company to sell new products in the market at low price.
4

Amazon Australia
It also helps the company to enhance its market share as it has been seen that if the need of the
customer is satisfied then demand for the products also enhances (Kim, Shin and Min, 2016).
The main focus of the company is to enhance the satisfaction level of the customers so that it
can be simple to attain the large market share. Also the quality which is offered by the company
emphasizes on enhancing the satisfaction level of the customers. This strategy emphasizes on
building the customer relationship by focusing on their wants which is necessary to be fulfilled.
Amazon Australia also focused on maintaining the brand image. There are various traditional
and non-traditional marketing forms. It has been seen that through this platform it can be easy
for the company to give knowledge to the customers as it maintains the overall image of the
company. It has also seen that there are various decisions that are considered by the company
but it is not successful in the market. By considering these strategies it has been seen that
company attained good marketing position which is beneficial for the company (Rollins and
Calabrese, 2016).
Strategic Marketing Options for Amazon Australia moving forward
When focus is given on the entire activities of the company it has been seen that the activities of
the company enhanced by 10% which is one of the best rate to achieve growth in the market. It
has been seen that company achieved success and also the demand of the products enhanced just
because of the discounts and effective payment options given by the company. It is important for
the company to maintain the large market share and it can be done only when the products are
offered in an easy way. Amazon Prime is also introduced by the company which boosted the
entire sales as the products are delivered in less time which impacts the overall satisfaction level
of the customers. Fast delivery option can also help the company to maintain good image in the
market. This can also assist the company to grab the large market which is important for the
company as through this the overall competitive advantage can be maintained (Voigt, Buliga and
Michl, 2017).
One of the strategies which are related to long term strategy approach should be considered as it
can help to achieve long term goals. It has been seen that company should focus on introducing
the products in the market so that for long time it can be easy for the company to maintain its
position in the market. This strategy can help the company to company to attain its objectives for
the long time in the high level of competition. The best example of this can be related to Amazon
5

Amazon Australia
web series in which the company takes into consideration million of the customers. These web
series are used by many companies and it has been seen that through this it can be easy for the
company to startup the business for the long time.
Next strategy that should be taken into consideration by the company is related to review of the
products strategy in which the focus should be given on reviewing the products as it can help the
customers to analyze the products in a proper manner. It is necessary for the company to take
video of the pictures in high quality so that the customer can easily view the picture of the
products and can purchase it (Xu, Chen and Santhanam, 2015). It has been seen that in the
present time the company focuses on introducing the products with the videos so that customer
can review the products in a proper manner and it will also help to maintain goodwill in the
market. This feature is something unique and the products should be presented in a proper
manner so that customers can be attracted towards the services and products offered by the
company (Kantor and Streitfeld, 2015).
The company should also focus on search engine strategy as it has been seen that through this
strategy it can be easy for the customers to search the relevant products which is necessary.
Search engine strategy is link with the Google in which if customer search the products then it
can be easy for them to review the products sold by the company. It is considered as one of the
best strategy that can help the company to accomplish the entire goals and objectives
(Rothaermel, 2015).
Promotion strategy is also one of the best strategies that should be considered so that the relation
with the customers can be maintained. It has been seen that advertisement is considered as the
best method that can help the company to attain large market share. The advertisement given
through promotion should be attractive enough so that it can be easy to grab the attention of the
large market. It has been seen that there are many companies who achieve success just because
of effective promotional strategies. Promotional strategy shows direction to the company so that
they can achieve the goals in the high level of competition. In the present era every individual is
using the social platform which helps to promote the products and services in the market. Like
by seeing the pictures on the social media sites the customers can be induced to purchase the
products which are one of the opportunities for the company to enhance the entire sales. By
promoting sales it can be seen that customer can easily enhance the entire revenue of the
6

Amazon Australia
company which is necessary to compete with the high level of competition prevailing in the
market (West, Ford and Ibrahim, 2015).
Email marketing is also considered as the strategy that can help the company to achieve success
in the high level of competition. This is one of the promotional strategies which should be
considered by the company so that it can be easy to accomplish the entire goals and objectives.
The digital marketing strategies can also help the company to accomplish the goals and through
it has been seen that direct impact can be seen on the overall demand of the products in the
market (Wensley, 2016).
Conclusion
So, by focusing on the entire report it has been concluded that Amazon Australia is considered as
one of the largest company and just because of its image in the high competitive market the
company is able to attain the entire goals and objectives. Also the company can easily enhance
the customer experience which will directly affect the overall activities of the company in a
positive manner. Amazon also has the large platform that focuses on selling goods and services
to the customers.
It has been seen that when the company introduced Amazon prime, the sales of the products
enhanced because the customers are focused towards purchasing the products on time. It has also
helped the company to achieve growth and success if comparison is made with the competition
that are present in the competitive market. It is necessary for the company to focus on email
marketing and also on promotional strategy so that it can be simple to maintain the good image
in the market. It is necessary for the company to take into consideration these strategies so that
company can expand its operations of the large platform and through this it can be easy to
achieve profits.
References
7

Amazon Australia
D. Banker, R., Mashruwala, R. and Tripathy, A., 2014. Does a differentiation strategy lead to
more sustainable financial performance than a cost leadership strategy?. Management
Decision, 52(5), pp.872-896.
Desjardins, J., 2017. Breaking Down How Amazon Makes Money [online] Available from:
www.visualcapitalist.com/breaking-amazon-makes-money/ [Accessed 23/09/18]
Kantor, J. and Streitfeld, D., 2015. Inside Amazon: Wrestling big ideas in a bruising
workplace. New York Times, 15(6), pp.74-80.
Kim, N., Shin, S. and Min, S., 2016. Strategic marketing capability: Mobilizing technological
resources for new product advantage. Journal of Business Research, 69(12), pp.5644-5652.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more
profitably. Routledge..
Rollins, T. and Calabrese, A., 2016. Amazon. com. In Global Media Giants (pp. 427-441).
Routledge.
Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.
Voigt, K.I., Buliga, O. and Michl, K., 2017. Creating the Global Shopping Mall: The Case of
Amazon. In Business Model Pioneers (pp. 67-77). Springer, Cham.
Wensley, R., 2016. The basics of marketing strategy. In The marketing book (pp. 75-107).
Routledge.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
Xu, P., Chen, L. and Santhanam, R., 2015. Will video be the next generation of e-commerce
product reviews? Presentation format and the role of product type. Decision Support
Systems, 73(2), pp.85-96.
8

Amazon Australia
9