Marketing Fundamentals of Amazon: SWOT, PESTLE, Competitor and Consumer Analysis

Amazon
Marketing Fundamentals

Marketing Fundamental P a g e | 1
Table of Content
Introduction........................................................................................................................................................................... 3
Company Background....................................................................................................................................................... 3
Situational Analysis............................................................................................................................................................ 4
PESTLE Analysis............................................................................................................................................................. 4
Political.......................................................................................................................................................................... 5
Economical................................................................................................................................................................... 5
Socio-Cultural..............................................................................................................................................................5
Technological.............................................................................................................................................................. 5
Legal................................................................................................................................................................................ 6
Environmental............................................................................................................................................................ 6
Competitor analysis.......................................................................................................................................................6
Consumer analysis......................................................................................................................................................... 7
SWOT Analysis of Amazon......................................................................................................................................... 8
Strength......................................................................................................................................................................... 8
Weakness...................................................................................................................................................................... 9
Opportunity..................................................................................................................................................................9
Threats........................................................................................................................................................................... 9
Target Market, Positioning and Branding analysis..............................................................................................9
Marketing Mix.................................................................................................................................................................... 10
Product Strategy.......................................................................................................................................................... 10
Pricing Strategy............................................................................................................................................................ 11

Marketing Fundamental P a g e | 2
Placement........................................................................................................................................................................ 11
Promotion....................................................................................................................................................................... 11
Relevant Marketing Metrics.........................................................................................................................................12
Conclusion........................................................................................................................................................................... 12
References........................................................................................................................................................................... 13

Marketing Fundamental P a g e | 3
Introduction
Marketing in the simplest terms refers to the activity of the company involved in buying
and selling of goods/products and services to the customers. It encompasses functions
such as promotions, delivery of the goods, advertising, selling, by and large it is how the
company communicates with its target audience to increase the brand awareness as
well the sale of its goods. The growth in digital channels of promotions has given an
impetus to the organization’s marketing goals and helps in having 2 way
communications between the consumers and company.
The aim of the report here is to reflect on the evolution of the marketing concept and
outline the elements of the marketing process. Understanding of the PESTLE framework
will further help in delving deep into the marketing ecosystem. Situational analysis will
focus on SWOT, consumer, competitor analysis. Towards the end the report will focus
on target market, positioning, marketing mix of the organization.