Factors Affecting Revival of Amazon's Brand Business

DIGITAL MARKETING

Table of Content
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Factors that affect process of revival of the brand business of Amazon................................1
4 Brand audit and conceptual map for Amazon.....................................................................4
Amazon target customers.......................................................................................................7
Media landscape of Amazon..................................................................................................8
Customer Journey map...........................................................................................................9
Performance evaluation mechanisms...................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The project is based on the Digital marketing requirements to sustain and capture
maximum market in respective field. The topic is related to the product advertising, promotion
and selling based on the digital platforms. For research “Amazon Company” is selected for
United Kingdom. Amazon is online selling company for various product on many brands. They
have started their business selling online books in UK in 1998. After gaining success they start
sellingvarious products from 1999 and now they are the leader in digital market. As said by
research a large market space taken by Amazon lies in food delivery. Thus, this is why the report
will focus on online food delivery business of Amazon that need to be revitalization is discussed.
In this further discussion of micro and macro factors such as change in product specification,
marketing and so on are highlighted.
This report will discuss the need of improving the brand image and what that could mean
for Amazon as a company and its success.It also highlights the fact that can will lead for the
effective change in the brand image. Important Micro factors like Competitors, consumer and
suppliers etc. Macro factors are economic, social, technological etc. these are the point will be
highlighted for UK region for Amazon with PESTEL and SWOT analysis.
MAIN BODY
Factors that affect process of revival of the brand business of Amazon
Amazon has started its business in US and faced many challenges. This was the failure of
the company in UK company, that can be revitalization for get successful venture. One of main
point is Amazon should look to grow and focus on their business mode to research market space
and rebuild existing strategies (Phan, 2021). In order to transform the brand, macro and micro
factors need to be defined using PESTEL and SWOT analysis.
PESTEL analysis of UK in Online Food delivery-
Pestle analysis –It is a framework which is used by organizations to find out what are external
factors which is influencing organization from outside. The pestle stands for political, economic,
social, technological, legal and environmental. It helps in analyzing and monitoring macro
environment. For examples- Tesco, Aldi, M&S, etc. are companies using pestle analysis.
Political Factors- In country like UK that have more stable political environment in past
but with the Brexit movement in UK leads for instability for some-time (Gorzig and Rho, 2021).
According to the overall situation UK is more balance country to adopt innovation and try new
1