Stakeholder Analysis and Marketing Strategy

The given assignment is a collection of references related to stakeholder analysis, marketing strategy, and organizational effectiveness. It includes online resources such as Nexight Group's article on using SWOT analysis to plan an uncertain future and increase organizational effectiveness, Amazon's corporate hierarchy, and Stakeholder Analysis techniques. The references also cover academic articles on topics like social marketing, environmental marketing strategy, business model innovation, and entrepreneurial orientation.

Business
Strategy

Executive Summary
Business strategy refers to the decision taken by the company that assist to
achieve organisation goals and objectives. The strategy should be implemented by the
management in the way that maintain their position in the market, perform their day to
day operations and build strong relationship with customers that lead to personal growth
of organisation. In Amazon, they are adopting business strategies in order to develop
proper plan, procedures and strategies for business operations. For this they need to
conduct various activities which help them in gaining proper outcome. In order to
analyse the macro environment of Amazon, the company must conduct PESTEL
analysis that will help them in making effective decision and strategies. Along with this
analysis of internal environment of organisation, company must adopt SWOT analysis
that will help in identifying capabilities of Amazon. In addition to this to gain competitive
advantage in the market, Amazon should apply Porter's five force model which will help
them in maintaining their position in the market and examine the external factors to deal
with them. To identify all possible strategies that will benefit company in the long run
they must adopt Ansoff matrix Model as well Porter Generic model that will aid in
developing effective strategies to attain goals and objectives of company.

Table of Contents
INTRODUCTION...........................................................................................................................1
P1. Analyses of Macro environment on organisation............................................................1
M1 Critically analyse the macro environment to determine and inform strategic management
decisions.................................................................................................................................3
P2. Evaluation of internal environment and capabilities of business.....................................3
M2. Critically evaluate the internal environment to assess strengths and weaknesses of
organisation internal capabilities,structure and skill set.........................................................5
P3. Porter' five force model and competitive forces in market..............................................7
M3. Strategy to improve competitive advantage ...................................................................9
P4. Ansoff matrix and Porter's generic competitive strategies interpret and devise a strategic
plan for your business...........................................................................................................10
M4.Strategic management plan that has tangible and tactical strategic priorities and objectives
..............................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing strategy can be referred as overall plan of business for reaching
people and converting them into potential customers of business (Baker and Saren,
2016). These are strategies made to accomplish long term plans of business.
Companies develop marketing strategies for effective and efficient working of business
in order to get comparative advantage over it rival companies. These strategies support
organisation decision making by providing proper guidelines and achieving goals and
objective of company. For this report chosen company is Amazon. This is leading e-
commerce company and American multinational organisation. This company was
founded on 5 July, 1994 by Jeff Bezons. Amazon is providing it services all around the
world and it headquarter is located at Washington, US. Mission of Amazon is to provide
lowest possible price to customers with best available selection and utmost
convenience to customers. Its values include earn trust, customer obsession,
ownership, hire the best and set highest standards in marketplace In this assignment
consist of complete study regarding various strategic decisions of company. Impact of
macro environment on business operations and critically analyses of external factor on
company. Evaluation and analyses of internal and external factor of business in order to
identify capabilities of business. Study of porters five force model to evaluate
competitive force and improve company competitive edge.
P1. Analyses of Macro environment on organisation
In order to analyse macro environment of Amazon company, PESTLE model has
been used. This model is a strategic analytical tool which helps in developing strategies
and decision-making of company (Baker, 2014). Through this external environment
such as political, economic, social, technological, environmental and legal factors can
be critically analysed and its impact on business operations can be understood.
Political factors
Amazon is an e-commerce organisation which offers its service through online
catalogue but political environment of a country can impact its business in positive and
negative way. Political factors consist of rules and regulation of political and government
parties. It includes trade policies, tax rates, political stability, changes in regulations etc.
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 Positive: Currently British and American government is holding a decisions
regarding potential trade deals between countries. So this could serve Amazon
ease in operating UK and reduce import taxes and strict regulations also.
 Negative: Brexit can have negative effect as Amazon of UK have to face
consequential impact which cause political upheaval and uncertainty on country.
Economical factor
This factor has major impact on decision making of Amazon company as
economic factors are connected with goods, services and money. It includes interest
rates, recession, taxes demand and supply etc.(Baker, 2016). Positive: People of UK are continuously looking for job options so Amazon can
have positive impact on organisation and leads to addition in human capital of
company.
 Negative: Increasing changes and uncertainty in stock market can have negative
influence over Amazon company and leads to drop in share price.
Social factor
This factor incudes lifestyle, briefs, buying habits, population, social trends etc.
All these factor have impact on overall business of Amazon company. Organisation
have to consider social factor before developing strategies (Banerjee and Soberman,
2013). Positive: Social trends of UK or behavioural shift in customers by using online
services and market is leading to positive impact on Amazon company.
 Negative: Government is not encouraging extending services of Amazon such
as delivery of products to doorsteps of customers as its is influencing lifestyle of
UK and resulting in obesity pandemic.
Technological
These factors affect business operations and competitive edge over other rival
companies. Technology factors include all those variable which are related to
development, existence, availability of technology (Bang, Joshi and Singh, 2016). Positive: Increase in digital devices and services trends in UK customers is an
opportunity for Amazon to grow and rise in this field. UK country is very advance
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in technology so company is also using new and innovative technology which
leads to improve in its business activities.
 Negative: Company is also facing constant treat of cybercrime. Major activities
of Amazon in done online with the use of internet technology. Data breaches and
hacking can affect organisation and leads to compromise with sensitive
information of organisation.
Environmental
External factor such as environment in which company is affected, includes
climate change, pollution, availability of resources, environment related laws etc. (Baran
and Galka, 2013) Amazon is mainly using online source but its operations affect natural
environment as well as macro environment. Positive: Amazon company can work to improve its environment situation and
solving environment issues through CSR activities. This organisation can build
strong positive image by taking interest in environmental programs.
 Negative: Government is continuously increasing pressure on large companies
to reduces organisational emissions and Amazon company also have to follow
strict rules and regulation of government.
Legal
Legal factors which are affecting Amazon business includes all regulation and
law determinates that are influencing business action and decision in positive and
negative way. Positive: Amazon company is has good relationship with HMRC which is HM
revenue and customs department of UK and this leads to help company in
various way as company is not facing any legal challenges at moment.
 Negative: company is currently under federal investigation for selling goods to
individuals on watchlists and disregard to international law and safety.
M1 Critically analyse the macro environment to determine and inform strategic
management decisions.
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Stakeholder Analysis:-
Stakeholder analysis refers to technique which is adopted by an organisation in
order to identify and evaluate requirement of stakeholder. Through this it can be
analysis that which stakeholder has minimum and maximum power in decision making
process within a company. It will also help in bifurcating stakeholders on the basis of
their role, responsibilities, expectation and power. It is generally divided into four
categories, which is explain below in respect of Amazon:-
 High Power and High Interest: It refers to those stakeholder who have high
interest and high power on a particular project of a company. In respect of
Amazon, these stakeholders are the other companies which are incorporated
with them. This is so because respective company sell products of different
manufacturer so it is essential for to know each and every things which is
conducting as well as adopting by Amazon.
 High Power and Low Interest: It indicate those stakeholders who have low
interest in decision making process of a company but they have high power such
as investors. In respect of Amazon it is necessary for them to inform each and
Illustration 1: Stakeholder Analysis – How To Analyze Project Stakeholders?
(Source: Stakeholder Analysis – How To Analyze Project Stakeholders?, 2019)

every things to investors so that they feel prioritise in company and encouraged
to invest in project. Through this respective company able to get proper funding
for conducting particular project in effective way.
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 Low Power and High Interest: It refers to those peoples who have very less
power in a company but they have high interest for example employees. It is
necessary for a company to involve their employees in decision making process
so that they know about project which help them in conducting work. In respect of
respective company it is necessary for them to involve staffs in decision making
process so that they get new idea in order to expand business or launch new
products. Through this employees of amazon also conduct work in effective
manner that leads to expanding business online.
 Low Power and Low Interest: These are those stakeholder of a company which
have low power as well as low interest in operation of workplace such as cleaner,
guard and many more. In respect of Amazon these stakeholder which have low
power as well as low interest are delivery man whose main motive is to deliver
products on time. They are not generally related with activities which are groining
in a company.
Amazon company should follow all rules and regulation set by government to
decrease threats from different legal and political factors. By this company can work
effectively and efficiently in market place as well as political and government parties will
also support organisation working when company is full fill its responsibilities towards
government (Cacciolatti and Lee, 2016). Amazon is a leading e-commerce company
which deal in a retails sector and customers will purchase products even when
economic conditions is not good. Company can provide different offering and discount
to customers, this will attract them as customer wants to save their money. In order to
deal with high inflation rates and high interest rates, amazon company should develop
strategies to decrease interest rates by cutting cost of business. Customers does not
have trust on online purchase and transactions because of threat of fraud and company
is also facing issue of cybercrime. To deal with this issue company can improve
security on site and while customer is making transactions. Company can also connect
with person who deal with cybercrime and ensure fraud free transactions to customers.
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P2. Evaluation of internal environment and capabilities of business
For understanding and evaluating internal environment of Amazon SWOT model
has been used. SWOT stands for strength, weakness, opportunity and threat of
company (Foxall, 2014). This will help in identifying Amazon capabilities.
Strength
Amazon is the largest e-commerce company and it has strong band name. This
organisation is offering wide range of variety of products online and have efficient
delivery or supply chain network for shipping of goods. Amazon have strong sales in UK
and world leading online retailer company. It is using new and innovative technology in
its business operations and enjoys advantage of first mover in cloud services. Amazon
is catering large number of customers an full fill their everyday needs at inexpensive
prices. Company brings creative idea and innovative idea and using differentiation
strategies which helps in have edge over other rival companies.
Weakness
Online business model is becoming very common in today's world. So it is very
easy for rival company to imitate amazon business model in digital world (Truong, Garry
and Hall, 2014). In few areas Amazon has faced losses by providing free shipping to
customers can be major reason for losing margins in some market area. Past
controversy of Amazon of avoidance of Tax in Japan, UK and US have stabilised
negative impact on company publicity. Amazon is majorly dealing with online services
and have very limited physical store which sometimes hinders to attract customers buy
things which are not sell-able on digital stores.
Opportunity
Amazon have opportunities to expend its operation in developing countries and
capture emerging market area. With the emerging relationships between UK and
America and decision regarding trade policy as well as import and export of goods
between these two countries is biggest opportunity for Amazon. This company can sell
its own brand products and can improve competitiveness against rival companies
through expanding more physical stores. company can improve relationship with
customers by conducting more CSR activities and solving sociality issues. UK
government is focusing on updating its technology which will help Amazon company is
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performing its logistics operation with better technology. Social trend of UK and usage
of smartphone in country as well as behavioural shift of customers towards online
purchase is opportunity for Amazon to provide qualitative services and increase
potential customers.
Threat
Strict rules and regulation of UK government in trade policy is a threat for
company as it does not allow Amazon to provide its services to some major areas.
Effect of Brexit on Amazon company is the biggest threat for organisation as well as
unexpected changes in stock market will affect market share of company. Increasing
cybercrime is threat for organisation as its affect network security system of company as
well as customers trust on online market also. As online business and e-commerce is
very trending it is aggressively increasing competition to company. Goverment of UK is
not supporting home delivery services of online company as its is affecting lifestyle of
UK citizens in negative way. Amazon have threat from big retails firms like Walmart and
eBay also as customer have more trust on local retails as compared to online retailers.
(Kanagal, 2015).
Mc Kinsey model:
This model describes the effectiveness of a company consisting of seven internal
factors that are strategy, structure, system, style, staff, skills and shared values. These
factors must be well organised in order to accomplish goals and objectives of an
organisation.
 Strategy: The organisation must make long term strategy or plan to remain
competitive in the market. In respect of Amazon, the manager of company
frames such long term plans that sustain their products in the market for longer
period as well as beat their competitors products.
 Structure: Organisation must be well structured and organised as well as made
up of embodied hierarchy, chain of command and division of roles and
responsibilities. In context of Amazon, company follow chain of command where
employees are delegated to only one superior who will assign them task. With
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this no confusion will be created in the mind of employees to follow which
superiors order and will perform their task effectively.
 System: It refers to the day to day operation that takes place in an organisation
that helps them in making effective decision. As per Amazon, company manage
its daily activities regarding proper cash flow and can take effective decision that
will be beneficial for the growth of the organisation.
 Shared values: Shared values refers to the attitude and behaviour of employee
at work place. In Amazon, company provides guidelines to their new recruited
employees regarding values of organisation which has to be followed by them in
a company.
 Skills: It refers to the talent and capabilities that a company require in their
employee while performing functions of the organisation. In respect of Amazon,
the manager of company recruit those candidates that have knowledge and skills
to access website and apps of the company and able to manage the feedback of
their customers
 Style: It describes the personality of an individual in the way they approach to
perform business activities of an organisation. In context of Amazon, employees
represent their personality by dealing with activities, function and their customers
that increases the productivity of company.
 Staff: Staff are the workforce of the company that perform business activities and
function to achieve organisational goals and objectives. As per Amazon, the
company consist of talented and skilled staff that manage their business
operations effectively and satisfy their customers by providing them quality goods
and services as per their requirement.
Amazon company should focus on their strategies in order to gain competitive
advantage and employees follow proper system and structure of organisation. Company
shared values, skill of employees, style of performing task and staff play a very crucial
role in Amazon overall performance.
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M2. Critically evaluate the internal environment to assess strengths and weaknesses of
organisation internal capabilities,structure and skill set.
According to Hatim Abukhames,2019 internal environment can be referred to the
factors which are in control of the organisation like employees, leadership,
communication etc. some of these factors incurs indirect cost (Brychkov and Domegan,
2017). The organisation should manage its strength areas which would lead them to
achieve organisational goals and objectives (Key and Czaplewski, 2017). The resources
and capabilities of the organisation can be identified through the VRIO analysis that
determine overall capabilities of firm as:
Resources and
Capabilities
Valuable Rare Inimitable Organised
Employees Yes Yes Yes Yes
Strong brand
name
Yes Yes No No
Global hierarchy Yes Yes Yes No
Teamwork Yes No No Yes
Internal capabilities of Amazon
Employees:
Employees play the key role in the organisation as they manage activities and
operation of company to achieve targets on time.
 Strength: Talented and skilled employees of amazon helps them in making
effective decision with their creative and innovative ideas which produces better
results.
 Weakness: If the employees needs are not fulfilled and they are not surrounded
by healthy environment, they may switch to another organisation which would be
loss for amazon as they wont be able to retain their talented and skilled
employees.
Strong brand name:
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A company with strong brand name is able to attract more customers which in
turn helps in rapid growth of the business (Kumar, 2015).
 Strength: Amazon has a strong brand of online retailing which assist to attract
consumers worldwide which increase their sales through which they are able to
generate higher profits.
 Weakness: If amazon is not able provide quality products, timely delivery it may
loose its customers which may affect its brand value.
Internal structure of Amazon
Global hierarchy:
Amazon follow the hierarchy structure to delegate authority and responsibility to
its subordinates to influence the online retail firm.
 Strength: Amazon follow the hierarichal structure in efficient manner and
delegates responsibilities to employees who are fit for the role so that they can
work effectively.
 Weakness: It is a time consuming process because if any report of amazon have
to be go for analysis by the top management that it may take time for declaring
results.
Internal skill set of Amazon:
Teamwork:
Employees of amazon must work in a team because sharing of creative ideas,
opinions will lead them achieve their targets and they will able to make effective
decision (Lusch and Vargo, 2014)
 Strength: If the employees of amazon work in a team and takes into concern
each other ideas, may result in reduce conflict, keep them motivated and able to
achieve organisational goals.
 Weakness: If in amazon employees are cared about others opinions and
thoughts will result in conflicts, employees will be frustrated and they will not able
to make up their targets.
Amazon is leading e-commerce company with well qualified and high skilled
employees. Company should maintain positive and healthy work environment to retain
its talented employees. Company should conducts training program to motivate
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employees and build strong team. This will help in reducing conflicts in organisation.
Amazon can also implement decentralisation structure which leads to fast decision
making in organisation.
P3. Porter' five force model and competitive forces in market
Porter's Five Forces Model is a framework that act as a tool for analysing
competition that is prevailing in market. It is frequently used to identify industry's
structure that help in determining weaknesses and strengths (Lusch and Vargo, 2014).
In the case of Amazon the condition of e-commerce company is defined by external
factors. Therefore, to keep position of company strong it regularly evaluates its external
factors. Amazon' Five forces analysis includes the following external factors that affects
organisation.
Competitive Rivalry (strong force): This force basically deals with number of
competitors and ability to handle that competition. Amazon being a well established
brand so it needs to compete with strong competitors. Furthermore, there are various
factors in UK that are responsible for intense competition in online retail business.
Amazon faces competitive rivalry due to: high availability of substitutes, aggressiveness
of firms and low cost of switching. Therefore, Amazon experiences strong force
competition.
Company can conduct survey to get better understanding of UK market and
customers. This will help in improving quality of products and services of Amazon.
Company should also focus on improving its marketing activities and promotional tools
to gain competitive advantages over its competitors company.
Bargaining Power of buyers (strong force): It refers to the ability of
customers/buyers to drive down prices (Hamid, Ab Talib and Mohamad, 2014). This
aspect determines the influence of consumers on firm and its business activities.
Thereafter, factors that support strong intensity of bargaining power of customers
includes: low cost required for switching, high availability of substitutes with advanced
quality of information. Moreover Amazon must consider strong bargaining power for
customers because it can act as major factor for addressing challenges in online
business environment in UK.
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Amazon is well established and known company in market. This organisation
have strong brand image and customers have trust on Amazon products and services.
Amazon can offer products at discounted rates to attract customers. Company can also
sell some products at lowest price in market which satisfy customers. Amazon should
focus on its promotional activities to attract more buyers to company so that it reduces
bargaining power of buyers.
Bargaining Power of suppliers: This force determine how suppliers can drive
up cost of inputs (Nasution and et.al., 2014). At Amazon suppliers control availability of
materials that are used for production of their home based services as well for the
services that they incorporate under their brand. Therefore, Amazon experiences
moderate intensity of bargaining power of suppliers because it is based on following
external forces: medium size of suppliers, small population of suppliers with forward
integration.
Threat of substitutes (strong force): Availability of substitutes is a major threat
because company's products and services can be easily replaced by other companies.
This aspects basically highlights how substitutes availability can affect working condition
for Amazon's UK market. Following are external factors that support strong intensity of
threat substitution for the company: low cost of switching to substitutes with high
availability reduces sales for Amazon because under such situation customers switch to
substitute brand. Therefore, Amazon should take steps to increase its overall
technological that help in attaining long-term success for e-commerce.
Amazon company should offer different products which is not available in market.
Company should adopt differentiation strategy and serving new and innovative product
to customers. These products to full fill need and demands of customers and customers
can not substitute these products and services.
Threat of new entrants: Company's power is likely affected by the forces of new
entrants into market. If little money and efforts are required to entry into market, then
various rivals can quickly enter into market and weaken the position (Pagani and Otto,
2013). Various new firms have potentially reduced Amazon's market share under UK
market. Hence Amazon have experience this because of weak intensity of threat faced
by new entrance, which includes: low cost of switching with high cost required for brand
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development that weakens the influence of new entrants. Furthermore Amazon can get
benefit from high economies of scale because this can create strong business for e-
commerce.
Hence porter's five forces analysis is an important tool that helps to shape
competition. Moreover each five force factors helps Amazon in identifying company's
strength and direction that assess position to earn long-term profit. Amazon have major
threat from rival companies, substitution of products and bargaining power of buyers. In
order to over come with these threat company should conduct survey and research of
market area. Amazon should develop innovative product or service which cannot be
easily imitate by competitors of Amazon.
M3. Strategy to improve competitive advantage
Competitive Edge basically involves the factor that distinguish business operation
from other companies and makes customers more likely to choose Amazon products
over competitors. Therefore, to implement this strategy Amazon under UK market
should adopted different strategy that will help to enhance overall productivity of the
company. As per the industrial analysis it can be derived that Amazon should take steps
to improve competitive edge for UK target market.
Strategy for competitive Rivalry (strong force): Amazon is the largest e-
commerce company that employ strong competition in market (Phillips and Hallman,
2013). Under UK market Amazon primarily compete brand like Walmart that has
significantly expanded its business operation online. Therefore company must address
the strong force of competitive rivalry by adopting competitive advantage strategy to
overcome the competition. However Amazon under UK market should trying boosting
its brand image to next level that will help company to create brand loyalty. Moreover
Amazon can beat competition by following these steps: it should identify and solve pain
points of customers, adopting correct pricing strategy for each of its customers with
making effective utilizing of prevailing innovation and technology.
Strategy for buyers (strong force): Bargaining power of buyers is usually
affected by the number customers Amazon have under UK market. Therefore Amazon
can address its external factors linked to strong force of bargaining power of customer
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and try to focus on improve the service quality of goods and services (Saif, 2015).
Furthermore this improved quality will help company to encourage and attract new
customers. Amazon should adopt cost leadership strategy which will create competitive
advantage further improving sustainability for business operation.
Strategy for threat of substitutes (strong force): Availability of substitutes
effects the overall sales for company (Sharma, 2013). Various substitutes brands are
available under UK market that provides similar products like Amazon. Therefore the
company should overcome this force by adopting innovative strategy. This strategy can
help Amazon to move ahead of competition and doing things in different ways.
Furthermore Amazon can also gain competitive edge over traditional strategy by
reducing risk. If innovation adopted by Amazon results in consistence the company will
be benefited. Amazon should also try enhancing usability of website to optimize
experience of customers.
It can observed that Amazon under UK market should try implementing few more
strategies to overcome company's weakness. Furthermore new strategies will also help
in attracting and retaining the loss customers.
P4. Ansoff matrix and Porter's generic competitive strategies interpret and devise a
strategic plan for your business
Ansoff matrix is an tool and framework which helps Amazon in identifying all
possible strategies available to company. Four different strategy option to Amazon are
as follow:
Market penetration – This strategy is used when Amazon is planing to serve its
existing products in current market area. In order to use this strategy company focuses
on increase their sales in existing market area (Yang and et.al, 2013). For increasing
more sales Amazon can improve quality of products and services and can try to attract
non users also.
Market development – Market development strategy is useful when company is
planning to enter in new market area with current products and services. Market
development strategy will help company to increase its market share. Amazon can use
this strategies by targeting new segment of market and providing serves to new market
area.
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Product development – When company is planing to use product development
strategy Amazon needs to focus on developing new and innovative product to satisfy
needs and wants of current customers. Company should conduct a proper research
which helps in identifying requirement of customers and than company should develop
product and service according to requirement of customers.
Diversification – In this strategy company is can develop new product to serve
new market area. Amazon using diversification strategy needs to target new market
area and identify needs and requirement of new market in order to develop company
product and services.
Amazon should use Diversification strategy as it will help company to grow
market share and serve new and innovative product in market. Company can introduce
physical store in those area where customers have less trust on online and digital
market.
Porter's generic competitive strategies
This model help Amazon company to develop and strategies which leads to
profitable for company. In this model company can use cost leadership strategy,
differentiation strategy or focus strategy (Markides, 2013).
Cost leadership – This strategy is useful for gaining competitive advantages
over other rival companies. Amazon can use cost leadership strategy by increasing
profits by reducing their cost and maintaining quality in their products and services.
Company can also increase its market share by charging lower prices and earning
reasonable profits. In order to become a cost leaders Amazon can use technology that
bring down cost to company and can use low cost base facilities.
Differentiation strategy – In this strategy Amazon can provide product and
service which are different from competitors. In order to use this strategy company have
to conduct proper research and develop innovative product to satisfy needs and wants
of customers. By this strategy Amazon needs to focus on providing and delivering high
quality products and services to customers. Amazon should use effective marketing and
promotion to inform and communicate to targeted customers.
Focus strategy – This strategy is useful when company is targeting and
concentrating in narrow segment and try to attempts cost advantage or differentiation in
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that segment (Lechner and Gudmundsson, 2014). Company can either provide
products and services at low cost or can provide new and different products and
services in that particular segment.
Amazon company should use differentiation strategy and provide new or
innovative products and services to customers. By using this strategy Amazon can
provide and create valuable products to customers. This strategy will also help business
to compete with no price competition. Amazon successfully using this strategy can
create brand loyalty in customers.
M4.Strategic management plan that has tangible and tactical strategic priorities and
objectives
Amazon can use differentiation strategy to get competitive advantage from other
rival companies. By offering differentiation strategy company can attract more
customers towards organisation services and products. This will help in attract and
converting non-user also by effect communication of its offering (Dangelico and
Vocalelli, 2017). It will provide a reason for to customer why to chose this company
product. Amazon company can introduce new physical stores in different area. This will
help in gaining trust from customer who have no or little believe in online market. This
company can open its own brand physical store and this will leads to increase market
share of company and earn more profits. In order to develop a differentiation strategy
Amazon should make product and services which is valuable to customers and
distinctive from current available services to customers. Physical stores of amazon
should be unique or its should be offered in a distinctive way to customers. Company
can design its products which is attractive and very effective way to differentiate.
Amazon can use differentiation strategy in production of a product which help Amazon
in manufacturing great product in effective way than its competitors. Company can also
highlights its product and services features which help customer in solving their issues
faster and fulfil their needs and requirement.
CONCLUSION
From this report we can conclude that it is very important of an organisation to
develop effective business strategies for its long term survival and growth in market.
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Business strategies will help company in solving specific issues by optimum utilization
of resources. This stargates can be introduces after complete environmental scanning.
It is required for company to critically analyse macro environment and identify
opportunities and threat to business by external factor. Organisation should evaluates
its internal environment and capabilities before developing business strategies. Also
porter's five force model will help in identifying competitive forces and approaches to
gain competitive advantages.
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