Unit 2: Marketing Essentials Assignment

ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Essentials
Submission date 10 August,2021 Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name Truong Hoang Ngoc Student ID GBD201771
Class GBD0904 Assessor name Tran Xuan Quynh
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I
understand that making a false declaration is a form of malpractice.

Student’s signature NGOC
Grading grid
P1 P2 M1 M2 D1

 Summative Feedback:  Resubmission Feedback:
Internal Verifier’s Comments:
Signature & Date:

A. INTRODUCTION
Among the substantial online sellers, amazon.com offers the most diverse marketing
strategy. Amazon is headquartered in Seattle and has customers in all 50 states of the
United States, as well as 160 other countries around the world. Books, CDs, DVDs,
computer hardware software, electronics, home based items, and many more are
available to customers via online websites and other foreign websites. The organization
strives to follow the aim of becoming a client company and to provide a location where
individuals can search and discover anything they might want to buy online.
Amazon.com aspires to provide compelling value by offering a broad selection, high-
quality content, a high level of customer service, competitive pricing, personalized
services, and innovative use of technology. Apart from products and services, the
company's range of services has enabled it generate healthy revenues. Amazon is
targeting a market edge and delivering value by engrossing customers and boost their
brand image as well as their financial well-being using customer relationship
management strategies. The researcher will emphasize key roles and responsibilities of
the marketing function, as well as the significance of interrelationships between
marketing and other functional units that affect business results.

B. METHODOGOLY
The researchers utilized definitions in marketing strategy based on the article Marketing
Essentials and its theories. In order to clarify the essential functions of marketing, the
researcher utilized finding data, statistics, and information from journal articles, pdf
reliable written reports, books, as well as some online links, magazines.
C. FINDINGS & DISCUSSIONS
I. COMPANY BACKGROUND
1. Profile
NO
. CATEGORY COMPANY DETAILS
1
Company name
Amazon Company
2 Establish year 1994
3 Legal representative Jeffrey Bezos
4
Headquarter
410 Terry Ava, North Seattle, United States
5 engaging in the provision of online retail shopping
services, selling merchandise and content purchased

Industry
for resale from third-party sellers through physical
and online stores and manufactures and sells
electronic devices,
2. Mission, Vision & Objectives (Annual report, 2019)
2.1. Mission
“To be Earth’s most customer-centric company, where customers can find and discover
anything they might want to buy online, and endeavors to offer its customers the lowest
possible prices”.
2.2. Vision
“To leverage technology and the expertise of our invaluable employees to provide our
customers with the best shopping experience on the internet”.
2.3. Objectives
Amazon has implemented both general and interactive strategies in order to satisfy
customers with the most convenience, the widest range of items and services, and the
lowest price while ensuring product quality and safety. These initiatives are reinforced
by Amazon's commitment to investing heavily in marketing, innovation, and R&D in
order to enhance its inventive foundation.
II. KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTIONS
1. Marketing definition
Marketing management is the art and science of selecting target markets and gaining,
retaining, and expanding consumers via the development, communications, and
provision of superior customer value (Kotler, 2013).

A more detailed definition: “Marketing is the business function that identifies unfulfilled
needs and wants, defines and measures their magnitude and potential profitability,
determines which target markets the organization can best serve, decides on
appropriate products, services, and programs to serve these chosen markets, and calls
upon everyone in the organization to think and serve the customer.” (Kotler, 2013)
2. Importance of Marketing
With modern technologies and automated production systems, a lack of goods is no
longer an issue for enterprises; instead, they are dealing with a lack of clients.
Marketing is essential for interpreting the needs of customers. According to (Kotler,
2013), he claimed that “The aim of marketing is to make selling superfluous.”
3. Marketing management orientations
3.1. Production concept
The idea that consumers would prefer items that are perfectly adequate; as a result, the
organization should emphasize on boosting production and distribution efficiency
(Armstrong & Kotler, 2014).
Amazon's principal means of transacting with consumers is through its official e-
commerce websites. Amazon.com, Audible.com (a subsidiary), and several more
websites with specialized target markets are among these websites. Amazon Books, a
physical bookshop in Seattle, is also maintained by the business. Customers who wish
to personally inspect items before purchasing them can do so at this location. In
addition, the company transacts with consumers on various platforms. For instance, The
annual Amazon Web Services (AWS) Summit allows the firm to reach out to potential
consumers and convince them to pay for its e-commerce services. To reach its target
customers, Amazon's marketing mix relies significantly on the organization's strong
presence online in this regard. (Ferguson, 2017)

3.2. Product concept
The idea that consumers will prefer goods with the greatest quality, performance, and
features; therefore, the organization should focus its efforts on making continuous
product improvements (Armstrong & Kotler, 2014).
Amazon's products or product mix are evaluated in this component of the marketing
mix. The company, as the leading participant in the online retail market, offers a diverse
range of items. The mission and vision statements of Amazon.com Inc. are supported
by such a product mix. Through its e-commerce website, the firm offers such a service.
Some of the retail items offered on the internet, such as those sold under the Amazon
Basics brand, are also owned by the firm. In addition, the company provides Amazon
Prime, which is a subscription service that includes free delivery on Amazon's online
shopping website. Consumer gadgets such as the Amazon Kindle e-book reader and
the Kindle Fire tablet have also been added to the company's product mix. As a result of
this expansion, the company's marketing mix became more successful in gaining a
larger proportion of the e-commerce industry. The distribution of d was added to the
firm's product mix to widen it even further. (Ferguson, 2017)
3.3. Selling concept
The idea that unless a large-scale selling and promotion effort is conducted, clients will
not buy enough of the firm's products (Armstrong & Kotler, 2014).
Amazon markets itself by being a business that sells pretty much anything that can
legally be sold. With an Amazon Prime account, customers may receive Prime eligible
products delivered for free within two days of purchase. It also includes an Amazon
certified marking to distinguish reputable Amazon merchants, which is really beneficial
to customers.