Customer Relationship Management and Marketing Theory: A Case Study of Amazon

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Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Briefly introduce the organisation..........................................................................................1
Briefly introduce the key marketing theory............................................................................2
The key marketing and customer relationship management theory to organisation, i.e.
critically analyse the factors that influence your organisations quality systems and controls for
customers in times of crisis like COVID-19..........................................................................7
Identify the systems that support organisations quality processes and provide a critical
understanding of the extent to systems are effective in meeting customer requirements and
maintaining good customer relationships in times of crisis like COVID-19.........................9
Supplementary task........................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer experience is a combination of sensory, behavioural, sensory, cognitive and
affective form of consumer response as per after the consumption of adequate product and
services that is offered by any of an organisation (West, 2019). The global pandemic situations
induced direct impact over the change within customer relationship management along with
strategic functions so that experience as well as engagement of the customers is improvised in
clear basis. In order to attain the attention of customer all the businesses have worked more
relentlessly so that they are able to induced magnificent growth and success over regular period
of instance. The time of pandemic have taken a wider aspect from the customers and with this it
is hard for address personal value and priorities but still in this time as well many of the company
have worked about to maintain clear target towards fulfil choice of customer just by providing
online services.
The report below is based on Amazon and is an American multinational technology
corporation that maintain clear focus towards e-commerce, cloud computing, digital streaming,
and artificial intelligence. The report below comprises of key marketing theory such as
marketing mix, SWOT analysis, Porters five forces and customer relationship management
theories such as collaborative, analytical and operational.
MAIN BODY
Briefly introduce the organisation
Amazon is a technological company that worked over an international level or all across
the world and also be one of the biggest companies in respect of US information technology such
as Google, Apple, Microsoft, and Facebook (Rather, 2020). It is the most influential company
that is also be referred as cultural force and economic aspect in the world and it makes it the
most valuable and well recognised brand among all the respective organisations. It was founded
in 5 July 1994 by Jeff Bezos with having headquartered in Seattle, Washington, U.S. There are a
different service that is served by the company such as Echo, Fire Tablet, Fire TV, Fire OS and
Kindle. In addition there are many others services as well such as Amazon Prime Video,
Amazon.com, Amazon Alexa, Amazon Music, Amazon Prime, Amazon Appstore and Amazon
Web Services. The international operation of the company is processed as per acquisition with
the online sellers in UK and Germany and it is as in start of the business in 1998 and with this
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company begin to sell different item such as video game, home improvement items, toys,
software gaming and electronic is to advance the consumer spending and its attentiveness over a
regular period of instance (Morello, 2021). The company have worked with the 1,298,000
number of employee till 2020 and have generate the overall revenue US$386.064 billion,
operating income is US$22.9 billion and the net income of the company is US$21.331 billion.
The business has started with the online marketplace of books but after that get expands
with selling of video games, apparel, sell electronics, software, furniture, food, toys and
jewellery. Moreover in 2015 Amazon surpassed the Walmart and become the most valuable and
effective retailer in US and it is in terms of market capitalisation. Furthermore in 2017 Amazon
get acquired the whole food market and substantially increases the sale by US$13.4 billion and it
is a footprint of physical retailer (Esquivel‐Muelbert and et. al., 2019). Moreover in 2018 the
company also starts the two day delivery service and Amazon prime that also get surpassed the
100 million subscribers all across the world. Amazon is the most disrupted and well established
organisation as in terms of technological innovation as well as mass scaling in this also becomes
the largest online marketplace, live streaming providers, cloud computing platform and artificial
intelligence assistance provider.
It is the second largest private employer in US and also be the most valuable company
and in 20201 become the organisation with having the highest global brand valuation. The
distribution channel of Amazon comprises of download and streamlines video and music, audio
books as Amazon Prime Video, Amazon Music, Twitch, and Audible subsidiaries. The hyper
active demand and culture of the company is in resultant of favoured strategies with this
possibility to achieve standardised profit and long term sale both comprised in balanced manner
and offer sustained benefit to organisation over a regular period of instance (Manthiou, 2020).
The company also worked to publish the arm, Amazon publishing, cloud computing subsidiary
and film as well as television studio Amazon studios. The production and offering of consumer
electronics including Kindle e-readers, Fire tablets, Fire TV, and Echo devices is dependent over
its acquisitions over the years include Whole Foods Market, Ring, Twitch, and IMDb.
Briefly introduce the key marketing theory
The marketing is the basic aspect of the company with this working capability and its
competency get in controlled in timely constrained. It is being used by the company so as to
exploit and involve the respective difference in between the potential consumers and different
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