Critical Reflection Of Internal Marketing At Amazon Inc

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Critical Reflection Of Internal Marketing At Amazon Inc
UNIVERSITY OF SOUTH WALES
STRATEGIC MARKETING
Module Leader: Zaida Perez
Module Assessment 2
Student Name: Alhagi Janneh

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Critical Reflection Of Internal Marketing At Amazon Inc
Assignment 1 on Amazon's outside in marketing model has enhanced my understanding of the
value of developing a customer-centric business in the phase of rising competition in the retail
space. Amazon has been able to effectively compete for the rivals such as eBay and
Overstock.com due to the use of a customer-focused model in which it emphasizes the need to
meet the needs of its customers. The internet has offered Amazon the opportunity to operate
beyond physical constraints. The company has leveraged technology to have a global reach and
maintain a competitive presence in the retail space. I have learnt the power of internal marketing
in promoting sales and enhance human resource management in a company. Unlike external
marketing, internal marketing focuses on restructuring the company's internal operations to
improve customer and employee experiences.
Crowdsourcing
IT-enabled crowd sourcing is the new phase of outside marketing strategies adopted by Amazon
alongside other tech giants. Handling the first assignment improved my understanding of the
effects of internal crowdsourcing in transforming organizational processes and structures. Social
crowdsourcing at Amazon guides the company's internal interactions with the employees and
external interactions with the customers. Since Amazon uses a customer-centric business model,
understanding human intelligence characterizes the company's crowdsourcing strategies
(Goodman and Paolacci, 2017, P.198). For example, Amazon Mechanical Turk (MTurk) is a
crowdsourcing tool that uses the R software to analyze messy data and make it more
comprehendible. Massive data processing by MTurk enables Amazon to generate information to
better serve customers as per the expressed needs and preferences (Goodman and Paolacci, 2017,

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P.206). Therefore, crowdsourcing is the new phase of internal marketing to understand and serve
customers better.
The benefit of crowdsourcing to Amazon and other retail giants is providing instant access to
information about customer needs. Experimental and survey researchers conducted by Amazon
enable the company to collect data from its global customer base and redesign its product and
service offerings as per the local needs. Crowdsourcing is cheaper, easier and faster to conduct
(Goodman and Paolacci, 2017, P.197). Amazon has its crowdsourcing tools and therefore does
not outsource. High-quality data is obtained through crowdsourcing, unlike when using other
research tools such as physical surveys. Access to high-quality data through MTurk enables
Amazon to respond to the needs of its customers promptly. The flexibility of crowdsourcing
accelerates the scientific processes involved in data collection (Zhu et al., 2021). Before handling
assignment 1, I did not understand the influence of crowdsourcing on improved customer
satisfaction. However, I now understand the value of investing in crowdsourcing using IT
platforms to gain more significant customer insights.
Responding to customer needs through the data obtained via crowdsourcing generates customer
loyalty and positive responses. Outside in the marketing model used by Amazon has allowed the
company to treat the customers as its most important stakeholders who deserve close attention.
The company, therefore, serves customers depending on the local needs and interests. Therefore,
the geo-customization of services offered by Amazon accounts for its success in the online retail
space (Zhu et al., 2021). Recognizing customers for their role in the company's growth improves
their connectedness to it and generates loyalty. According to the self-preservation theory,
pleasing other people enables companies like Amazon to feel proud of their service offerings