Strategic Marketing Plan for Amazon: Extended Marketing Mix and Implementation

Strategic Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
CRITICAL DISCUSSION..............................................................................................................2
APPLICATION OF THEORY........................................................................................................3
CONCLUSION................................................................................................................................6
RECOMMENDATION ..................................................................................................................6
REFERENCES ...............................................................................................................................8

INTRODUCTION
Strategic marketing is a method that is adopted by an organisation in order to differentiate
itself from the competitors. An organisation is required to focus on the strength so that it can
provide better services to the customers and enhance their value as well. When company adopt
the any strategy so it provides effective direction to the organisation for execution of the process.
Strategic marketing takes into consideration various factors such as competitive environment
and demographic factors that can impact the business and its profitability(Stevens, and et.al.,
2021). It help the organisation in establishing the marketing objectives that are attainable and
provide a specific time frame and should be measurable. The strategic marketing enables the
organisation to create the product and service that enable a concern to gain higher profits from it.
A research and analysis are conducted by the marketers to provide the important information that
are necessary for the product which provide higher profits to the organisation. It also provided
the maximum satisfaction to the customer by taking feedback on the products which help in
understanding the behaviour of the customers. The comp-any also able to analyse the trend that
are prevailing in the industry so that it can provide products accordingly in order to satisfy the
wants of the customers and increase the market share as well. In this report, Amazon has been
taken into consideration which is a multinational corporation with head quartered in Washington,
US. It focuses on the e-commerce, cloud computing, artificial intelligence and digital stream.
Amazon has a good scope as it is an online retailers, however, the company has the core
business units which includes the extensive list of subscription list of services. Amazon prime
and other membership offerings fees provides significant large indefinite quantity of the business
and also help in promoting the products of the company. Amazon other subscription such as
amazon prime, Prime video, prime music, kindle unlimited, audible, magazine subscription and
etc. fulfil the specific needs of the customers. There are some subscription services that are added
to the baseline prime membership and other are separate from the prime but an organisation
provide discount prices for the prime members. With the help of the subscription services,
Amazon displays the competition in various industries and influenced other companies as well.
The main objective of Amazon is to focus on the customers in order to satisfy their wants
by providing them widest selection of the products and services. The company provides products
and services to the customers with quality and safety at the lowest prices. The report will cover
the marketing model that are used by an organisation for structuring the business idea in order to
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communicate the selling strategies effectively. Further, it will explain the strategic marketing
plan which include the extended marketing mix, implementation and measurements(McDougal,
and et.al., 2021). Then, it will provides recommendation to develop the problem solving skills in
marketing.
CRITICAL DISCUSSION
Strategic marketing help the organisation in achieving their goals by developing and
maintaining a sustainable competitive advantage. It determine the needs of the business what it
want to be and provide direction accordingly(Donthu, and et.al.,2022.). The company uses the
various marketing model in order to analyse the behaviour of the customers, company growth
and revenue expectations. In relation to Amazon the swot analysis has been done which are as
under:
Strengths Weaknesses
Brand name: Amazon has a strong image at
the market place because it provides best
services to the customers which enhance their
experience(Galli, and et.al.,2021). It is a well
known brand which allow the company to
develop the products without having worry
about its marketing.
Diversification: Amazon has diversified its
business which includes digital; stream, cloud
computing and artificial intelligence. Cloud
platform of Amazon AWS has 32.4% market
share and streaming platform Amazon Prime
video has penetration of 52.9%.
Cost leadership: Amazon has adopted the cost
leadership which assist in increasing the
revenue of the company by minimising the cost
because the company does not incur the
substantial cost in order to maintain the
Work culture: The employees of the Amazon
describe the work culture that is hyper
competitive, critical, unreactive and biased.
They does not have work life balance which
create stress on them and also have lack of
benefits.
Low margins: Amazon charge low margin on
the products in order to remain in the
competition which leads to decrease in the
profit of the organisation(Chatterjee, and et.al.,
2021). The organisation provides products at
low price to the customers with high quality
but it makes enough sales that does not suffer
losses.
Quality focus:
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