Marketing Strategy of Amazon Australia

Running head: MARKETING STRATEGY OF AMAZON AUSTRALIA
MARKETING STRATEGY OF AMAZON AUSTRALIA
Name of the Student
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Author Note

1MARKETING STRATEGY OF AMAZON AUSTRALIA
Executive Summary
The report is based on the analysis of the ways by which the expansion of a major
organization has been able to affect its competitors in the new areas. The organization which
has been considered for the analysis is Amazon. The operations of the company in Australia
is a major part of the analysis. The strategies which have been implemented by the company
in Australia is analysed in the report. The strategies which can be further applied by the
company in order to increase its revenues have also been recommended. The report has been
concluded by stating that Amazon has been able to operate in a profitable manner in the
industry with the proper help provided by the promotional activities.

2MARKETING STRATEGY OF AMAZON AUSTRALIA
Table of Contents
a. Introduction................................................................................................................3
b. Background of the organization.................................................................................3
c. Analysis of the marketing strategies..........................................................................4
i. The Nature of Amazon Australia’s Marketing Strategy or Strategies since it
began......................................................................................................................................4
ii. Strategic Marketing Options for Amazon Australia moving forward...................7
d. Conclusion..................................................................................................................8
e. References..................................................................................................................9
g. Appendices...............................................................................................................11
Appendix 1...............................................................................................................11
Appendix 2...............................................................................................................11

3MARKETING STRATEGY OF AMAZON AUSTRALIA
a. Introduction
The strategy based on marketing in an organization is related to ways by which the
company is able to plan for its forward looking and long term operations. The competitive
advantage which is thereby gained by the company in the industry is totally based on the
strategy related to marketing which has been developed. The strategic plan that has been
developed by the company is based on the initial operations. The strategy which is thereby
market oriented in nature is based on the competitive position that has been developed in the
industry in an effective way (Aghazadeh 2015).
The analysis that will be done in the report will thereby be related to the marketing
based strategy that is implemented by an organization so that it can function in a profitable
manner. The company that has been taken into consideration in the analysis is Amazon
Australia. The strategy related to marketing that has been used by Amazon in the country
from the start of its operations will be examined in the discussion.
b. Background of the organization
Amazon.com is an organization which operates in the online ecommerce related
industry and is thereby able to provide the services related to cloud computing. The
organization has its headquarters in Seattle, Washington and the founder of the company is
Jeff Bezos. The organization has been established in the year 1994. The growth of Amazon
has thereby been based on types of services and products that are offered to the consumers.
The company has shown huge amounts of growth in its revenues in the years of its operations
(Amazon.com.au 2018).
The diversification of the product line of the company can be considered to be an
important factor behind the growth that has been depicted by Amazon in the technology
based industry. The company has expanded its product offerings from only books to various