Marketing Fundamentals: Assessment 1 - Amazon's Marketing Mix and Strategies

Fundamentals:
Assessment 1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION..............................................................................................................................19
REFERENCES:.............................................................................................................................20
Books and Journals...............................................................................................................20
Online...................................................................................................................................20

INTRODUCTION
Marketing fundamental refers to the discounted current value of a stream of future cash
flow which is attached to a particular asset. In simple words they are items in an organization
which have a direct impact on the future income streams of a security of that company
(Camilleri, 2018). Marketing fundamental are analysed with the factors such as marketing mix
elements, marketing segmentation, targeting and positioning. Amazon is an American
multinational company which focuses on an E-commerce, artificial intelligence, digital
streaming and cloud computing as well (About Amazon, 2021). It is one of the biggest companies
and among the most popular companies as well in the world. The report aims to describe the
elements of marketing theory and a series of blog posts to communicate with its target
customers.
MAIN BODY
Amazon history and Logo evolution blog
Figure 1 https://www.deccanherald.com/business/technology/amazon-prime-day-2021-sale-

top-deals-on-smart-tvs-1012318.html, 2021
Amazon is a multinational online retail company which provide different types of goods and
services to their customer through its online platform and mobile application. The company was
established in 1994 and the headquarters of the company is situated in Washington, United
States. It is a vast internet based business enterprise that works to sell books, movies, music,
housewares, toys, electronics, and many other goods. This is done either directly or by the
middleman between other retailers and Amazon.com’s millions of customers (Amazon.com,
2021). Company first start their business by offering books and food product to the customers
through their online stores and then afterwards they expand their business by offering different
types of electronics items, huge range of apparels, furniture and many more. Due to
development of technology all over the globe company start focusing on the digital streaming
of the films and web series. But after a year to create a thoughtful brand, Bozos changed it to
Amazon after realising that it resembles the word Cadaver. Amazon’s logo had three different
iterations in its meaning over the years. In 1994, the name was chosen primarily because it
began with the first letter of the alphabet. In starting the company was only famous for selling
its books online. The company enhanced the ease of customers as they were able to order
products online.
Initially the logo was the Amazon.com spelled in black font with a large yellow font
emphasising on O. Then it was replaced with company’s name with a straight yellow line under
it. In the tops the words such as ‘books, music and more’ were written in light grey colour. It
again changed it the name Amazon.com and under it have a curved arrow. It is the logo used till
now.