Internal Strategic Marketing Analysis of Amazon

Running head: INTERNAL STRATEGIC MARETING ANALYSIS OF AMAZON
Internal Strategic Marketing Analysis of Amazon
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1INTERNAL STRATEGIC MARETING ANALYSIS OF AMAZON
Introduction
Internal marketing is understood as an “inward facing marketing” technique which
follows a consumer reference point by means of efficient employee involvement capabilities
towards consumer contract. It is also evidenced that “internal marketing” facilitates a superior
employee performance, improve empowerment of staff, acceptability along with ensuring overall
responsibility of their behavior. Internal marketing also facilitates in developing a good
realisation of the organizational goals along with purposes that further facilitates the company’s
employees in recognizing their role towards the business at the time of serving the consumers
(Altstiel, Grow and Jennings 2018). The objective of the essay is to evaluate “The best marketing
strategies are not top down, they are outside in, starting from the needs and wants from
consumers” in the context of the company Amazon. Following such statement the managers of
the organization must lead by example along with setting better standards to distinct aspects. The
goals of each individual needs to be associated with the attainment of the company’s goals and in
addition better consistency the essay will also focus on evaluating whether the consumer voice
supports the strategic marketing decisions within the selected company. Amazon Inc was
established in the year 1996 that is currently positioned as a leading multinational company
offering a broad products and service range via its websites (Amazon.com, Inc. - IR 2019). The
company has its business operations via three segments including North America, International
along with “Amazon Web Services”.

2INTERNAL STRATEGIC MARETING ANALYSIS OF AMAZON
Figure 1: Revenue per User for E-commerce Organizations
(Source: Andrews and Shimp 2017)
The figure above indicates that net sales of Amazon have drastically increased till it
became a world leading retailer of its numerous product and service ranges. For within the
industry, the organization developed a Amazon is offering all its business consumers with
pricing, convenience and selection of Amazon with features along with benefits designed for
businesses of all sizes. Through offering external consumer services, the company expanded
business strategy that is highly consumer centric and also promotes both types of marketing
including internal and external supported by internal marketing techniques and related
management approach needs (Armstrong et al. 2018). Through analyzing the case study of the
company, Amazon’s marketing strategies focused on consumer preferences that effectively
support strategic marketing decisions of the company.

3INTERNAL STRATEGIC MARETING ANALYSIS OF AMAZON
Structure
The discussion below will analyze Amazons consumer centric marketing strategy based
on which the essay is segmented into analyzing the organizational structures, strategic marketing
plan, implementation processes along with function in marketing.
Discussion
Concept of Internal Marketing and its Relevance in Amazon
Bădin and Manea (2018) defined Internal Marketing (IM) as an approach of developing
consumer orientation among employees through training along with motivating both the
consumer contact as well as supports staff for working as a team. Following such concept,
Amazon considers implementing internal marketing approaches to maintain its effective
marketing process that is inward facing which follows a consumer reference point by means of a
better employee capabilities involvement for consumer contract. Internal marketing approaches
have an increased relevance in companies like Amazon as through these strategies the company
ensures employee satisfaction that is used for positively impacting the bottom line.
Strategic Planning
In companies, strategy is referred as action plans that can facilitate organizations to attain
a specified goal that includes its direction facilitating it to attain competitive edge over an
extended term basis. Blakeman (2018) added that strategic planning processes implemented in
the companies can facilitate the managers in setting effective business objectives, analysis
business surroundings along with developing a comprehensive strategy that is important in

4INTERNAL STRATEGIC MARETING ANALYSIS OF AMAZON
business strategy implementation. The strategic planning process implemented in Amazon that
supports its internal strategic marketing approaches are indicated below:
Figure 2: Strategic Marketing Process for Internal Marketing of Amazon
(Source: Chaffey and Smith 2017)
For attaining competitive advantages over its major business rivals in the market,
Amazon focused on developing and using a better consumer strategy that is highly consumer
centric. Considering a strategic viewpoint, Amazon turned out to be efficient in addressing
several environmental changes through implementing internal marketing approaches. Through
maintaining its competitive advantages, business expansion in Asia along with launching its new
online store in an advancing economy, Amazon proved its strategic advantages. De Mooij (2018)
also evidenced that Amazon is greatly centered on its business along with strategies at corporate
level that exist within its “consumer-centric” initiative that further serves three major groups
including consumers, developers along with sellers.
Strategic Marketing Plan

5INTERNAL STRATEGIC MARETING ANALYSIS OF AMAZON
De Mooij (2019) defined marketing as a function of any business which is focused on
recognition of consumer needs and supporting high sales generation. For attaining high sales
margin, strategic internal marketing of Amazon makes an increased market research
consideration and advertising along with promoting its services and products. Along with
increasing sales along with consumer satisfaction through developing innovative products which
are highly esteemed by all its consumers, internal strategic marketing served as an effective tool
for the company in increasing consumer loyalty and competitive advantages. In order to improve
the marketing efficiency, an effective strategic marketing process is deemed important for
Amazon that can guide and explain definite results sets needed to attain organizational goals.
Faulds et al (2018) explained that strategic marketing plan acts as an effective managerial tool
which facilitates in maintaining a strategic along with feasible fit among organization’s skills
objectives and resources along with available market opportunities.
Strategic marketing in Amazon is highly consumer centric that involves process of
collecting and analyzing relevant data that is greatly integrated and supports attainment of long
term marketing goals of Amazon. Similar to corporate strategy, strategic marketing plan
implemented by Amazon also considers changes which is common to take place within the
market and also encompass flexibility within the plan as well. Such marketing strategy facilitates
the manager of the company in deciding its strategic direction along with providing a detailed
understanding on their target markets, consumers along with centering on vital factors (Haider et
al. 2019). The internal marketing pan of Amazon is focused on offering better consumer services
for providing personalized offerings to its consumers that serves as an effective instance of a
company that puts consumers first.
Mission and Vision of Amazon