Best Marketing Strategies – Amazon Company

Best Marketing Strategies – Amazon Company 1
BEST MARKETING STRATEGIES – AMAZON COMPANY
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Best Marketing Strategies – Amazon Company 2
Introduction
Marketing strategies in various corporations refer to the process of setting an appropriate
product in the right place, in the due procedure, and at the right price for different clients. The
right use of diverse strategies of marketing by companies forms the ideal way to aid in ensuring
that the company perfectly places its product. Top-down marketing develops their different
strategies of marketing through analysis of the total market together with the advertisements that
are intended to attract a huge audience in operations. Various strategies can be used for
marketing in most organizations (Faisal 2016). However, the inside-out approach of marketing
strategies is directed by the trust that the inner abilities together with strengths of the corporation
will create a sustainable prospect. Besides, outside-in method of marketing strategies is as a
substitute directed by the idea that client value innovation is fundamental to accomplishment in
operations. This research paper focused on examining the best marketing strategies by using
Amazon Company as a case study in determining how needs and wants of customers to
determine the strategy used by the company (Esson, Stevenson, Gildea, and Roberts 2014). The
central foundation of modern marketing strategies has been believed to lie on customer
satisfaction. Besides, an important aspect of strategic marketing is the core competency of
Amazon Company. When the strategies are properly managed, core competency can lead to
competitive merit for the organization. Effective marketing strategy within the organization can
increase the market share of the company or increase the company’s profits (Singh 2013).
Therefore, the primary objective of this research paperwork is to examine the statement that
states that “The appropriate marketing policies are not top-down, they are outside in
commencing with the consumers’ needs along with wants” concerning Amazon as the instance

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of study. This research paperwork also concludes by determining whether the consumer's voice
drives planned marketing choices in Amazon.
Amazon.com
Amazon.com was established in the early days of 1995 by Preston B. Jeffrey. The
company is presently considered to be one of the most prominent websites of retail on the
internet with the record cases of turnover of over 14 million in 2007. Amazon is currently the
largest online retailer around the international community. The organization comprised of
diverse websites together with product listings in different countries dealing with the operations
of selling their goods to different targeted end users or customers (Mahamad and Seeht 2018).
Management of marketing strategies of this company stays to be its backbone to the retail
business. The company follows different marketing strategies in order to develop stellar service
or products to different customers that it targets to reach in various markets. The need to have
appropriate marketing strategies is fundamental in business operations of Amazon Inc. as it
targets to coordinate its operations in an orderly manner by ensuring that it meets the demand
and needs of customers. The use of Outside In strategy is vital in operations of Amazon as it
allows it to focus on various ways of streamlining development of several products in the market
to suit the essential needs of customers (Mu and Bao 2014). Through the ‘outside in strategy’ in
marketing Amazon Inc. has been able to develop its best services alongside products with the
useful opportunities for making its customers happy as they pay for every service they get from
the company.
Marketing strategies

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Most companies that are dominant in their operations focus on the marketing strategies
that are not top down, but they instead focus on strategies of marketing hat look at the needs
together with the wants of consumers. The successful companies such as Amazon do have the
ideal sense of what is called customer instinct in their operations (Rossberger and Fiedler 2014).
After years of struggle since the time of its establishment, Amazon shifts away from strategies of
marketing that are top down towards meeting the needs and wants of customers. The shift caused
Amazon to attain high sight of customers and consequently improve its operations. At its best,
focus on customers’ needs and wants helped Amazon Company towards its true purpose of
driving the value of customers. Therefore, a marketing strategy that comprises of outside-in
approach by Amazon Company remained to be useful as the keyword that it focused on is the
need, but not the product that they produce. The organization has been able to use such an
approach to immerse in the minds of their customers that are looking at ideal techniques to
expand demand (Yaneva 2018). The strategy remained to be the tactic used to grow business
operations of Amazon. The idea is also vital in operations of the company as it put customers
ahead of the capabilities of the company.
Companies that have adopted Outside In strategy such as Amazon.com focus on creating
as well as keeping customers by delivering superior customer value. The company does this by
established in the shoe of consumer and screening all the corporation does throughout the eyes of
customers. The approach makes company think of the value of its targeted customers as the lens
on the strategy (Dehghanan, Abdollahi, and Tavaneh 2016). The strategy differs with top-down
or Inside Out as it does not begin by asking what the company is good at performing and what
are some of the capabilities and products of the company. Besides, the strategy does not ask how
the company can utilize resources more efficiently, but instead, it focuses on various things that

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customer needs and wants for effective operations. Outside strategy in marketing is customer
based but not resource-based prospect of the organization that is essentially limiting because it
signify the organization is deliberate responding to significant variations around marketplaces
(Chung 2017). In most cases, marketing policies are particularly stressed during the financial
decline when the Amazon organization needs to align its charges base with swiftly reduction in
revenues in order to keep the incomes. The group of management concentrates almost
completely on internal operational methods of the company (Bedek 2014). Some of these
processes comprise of the need to improve productivity and downsizing factors that have
negative impacts on operations.
Best marketing strategies that Amazon use in outside In
It is clear that the operations of Amazon Inc. are faced with the conundrum. There is a
clear need for the management to increase the visibility of their operations to drastically improve
sales by meeting the needs and wants of targeted customers. In order to get more visibility,
Amazon Inc. focuses on spending much money to ensure that their operations are in accordance
with the demands of customers. The company work tirelessly to create an authentic relationship
with its target as well as esteemed consumers by sincerely trying to add value in their services
and products (Kleinaltenkamp 2018). Some of the strategies that Amazon Inc. uses to market
their business online to meet a massive number of consumers are diverse. Some of these
techniques in the ‘outside in strategy’ in marketing comprise of the use of social media
platforms, creation of video tutorials, start blogging, understanding optimization of the search
engine, and creating a great lead magnet (Mishra 2016). The other techniques that Amazon Inc.
uses n meeting demands and needs of customers include the use of ads in social media with re-

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targeting, along with the use of LinkedIn in the appropriate manner, developing the affiliate
program, and use of email marketing sequences.
Application of social media platforms
A company can never ignore the use of social media in present society to meet various
needs and wants of customers. The platform offers the best section where management of the
company can have one on one interaction with customers. Here, managers can get reviews and
suggestions on how they can improve their services or provision of products. Amazon Inc. has
been created solely on the backs of social media (Roy 2013). However, the use of social media
can be intimidating at first in meeting the needs and wants of customers. However, as the
company builds momentum in a business environment, the management can find posting on
social media to attain easier and easier over the duration. The platforms assist the company in
posting their new products and available products in their sites making it easier for customers to
know what is on offer at every moment. Moreover, the use of direct message by Amazon Inc. on
platforms such as Instagram and Twitter can be used in reaching out to other thriving businesses.
These platforms are essential in meeting the needs and wants of customers as they help in
communicating with potential clients that might e looking for their products and services (Sipho
2016). Therefore, the use of social media platforms by Amazon Inc. remains to be a powerful
marketing tool in meeting the demands of its targeted customers.
Creation of video tutorials
The idea is one of the most effective techniques that Amazon Inc. uses to ensure that the
customers can view various products that are available in their stores. The customers can then be
able to choose from the available products what they need to purchase and use at every particular