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International Marketing Assignment : Amazon
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Added on 2021-02-21
International Marketing Assignment : Amazon
Added on 2021-02-21
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International marketing part 1
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................11. Background..............................................................................................................................12. International marketing issues.................................................................................................23. Strategic marketing strategies..................................................................................................4CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTIONBy designing strategies and policies related to marketing and other business activities,every business organization can gain competitive advantages. For entering into the Internationalmarket, deep insight about the best business practices and procedures which are used by profitmaking companies is very much essential. By formulating strong and effective business plans inline with the business aims and objectives, it will help the company in competing at the globallevel thereby improving its performance matrix. The present report is based on companies namedAmazon, Zara and EasyJet. Further, it will provide an overview about company and its businessoperations along with all the contemporary marketing issues being faced by the companies at theInternational level. Also, it will streamline about the strategic marketing strategies essential formaking performance better.MAIN BODY1. BackgroundAmazon – It is one of the multinational company specialized in technology business inAmerica. Its focus is on services such as e-commerce, consumer electronics, digital streaming,artificial intelligence etc. After Google, Apple, Facebook, it is placed at the fourth rank in theworld. Amazon was established on July 5, 1994 in Washington. Currently 647500 number ofemployees are working on Amazon serving worldwide (Amazon Wikipedia, 2019). Also, it ishaving revenue of US$232.887 billion with large number of subsidiaries such as AmazonLogistics, Inc., Amazon Studios.Zara – Is Spanish fastest fashion retailer company which is conducting business acrossthe globe. It is having 10000 stores worldwide with revenue of US$18.9 billion on annual basis.This company was found in the year 1975 by Amancio Ortega and Rosalia Mera in Spain. It hasowned other fashion brands such as Oysho, Pull&Bear etc.EasyJet – Is one of the British low cost airline with its headquarters in London operatingboth International as well as domestic level. It is providing its airline services in more than 30countries with over 1000 routes. It was founded in March, 1994 and is having 14000 employeesnow. This company is having revenue of £5898 million till 2018. It is having more than 300aircraft with 29 bases across Europe.1
2. International marketing issues.Companies have to face many issues at the time of conducting business operations at theinternational level or in the globalized market economy such as Customer taste and preferences,their behaviour, economic conditions etc. It is very much important for a company to first assessall the factors which can have impact on the working of business operations with the help ofPEST analysis. PEST analysis will define all the political, economical, social as well asTechnological factors which can affect business performance.PEST OF AMAZON-Amazon is one of the biggest technological company which is operating at themultinational level with its business operations across the world. PEST analysis determines itsissues related to:Political – Instability in the political conditions of the country's economy can bringimpact on the business of Amazon especially in the field of e-commerce one. As it isconducting its business operations at global level, strict trade regulations and tariff rateapplicable on it can make its products and services costly which can decrease itsprofitability and force customer to go for substitute one.Economical – Large intervention of government in the market and its related servicescan bring economic instability for Amazon. Also, fluctuating exchange rates, inflationrate can hamper the financial plans made by the company resulting in low economic andhigh unemployment rate (Barbara and et.al., 2017).Social – Beliefs and values of country where Amazon is conducting its businessoperations need to be understand for seeking competitive advantages. Also, it will helpcompany in determining customer taste and needs.Technological – By using better improved techniques and production function as used byprofit making company will help Amazon in competing more effectively. It will help inmaking cost effective products as well thereby decreasing unnecessary cost expenses.PEST OF ZARA -Zara being best apparel retailer is also required to evaluate all the risk and weaknesses asassociated with its business operations with the help of PEST:2
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