International Marketing Management Comparative Brand Analysis

This report compares the marketing management of Amazon and WalMart, focusing on their business and brand strategy, marketing mix, brand identity, positioning, and brand equity.

International marketing
management comparative
brand analysis

TABLE OF CONTENTS
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
This report is on the comparison of the marketing management of the Amazon and Wal-
Mart. Both are multinational company having different marketing management and are success
in the industry (International Marketing – Introduction, 2021). The comparative analysis is done
on their business and brand strategy, marketing mix, brand identity, brand expression,
positioning, promise, personality and brand equity of their management.
MAIN BODY
Headings Amazon Wal-Mart
Business strategy The vision statement of the
Amazon is to become the
world customer centric
company. Their mission is by
doing the great efforts for the
customers by offering them at
the lowest possible price with
the convenience and the best
availability of selection. Their
objective is to cater the
customer base from all over
the world.
The mission statement of the
Wal-Mart is to save the money
of the people for their better
living. Their vision statement
is – for the busy family make
their everyday easier. Their
objective is to provide the
food and other products safely
and at affordable price to the
people around the world.
Brand strategy The brand strategy use by the
Amazon is to keep their
customers review as same as
both the positive and the
negative that helps others at
the time of the purchase and
keep loyal with their
customers by providing the
products at the affordable
price.
Wal-Mart brand strategy is to
provide the goods at the low
cost by satisfying the
customer’s services by giving
them the variety of the goods
at the convenient time and the
location. It gives both the
value and the low price
products to the customers
(Patrick, 2019.).
Marketing mix  Products: Amazon has  Product: It provided
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wide variety of the
products, it also sells
groceries, books seller
and also serves the
digital services from it
ecommerce platform
(Lim, Pham, and
Heinrichs, 2020).
 Price: it uses the low
pricing strategies to
attract the customers.
 Promotion: it promoted
its product through
advertising, sales
promotion, public
relations and direct
marketing.
 Place: it sells its
products from the
ecommerce website.
wide variety of
products in almost
every category in a
large quantity.
 Price: its pricing
strategy is customer
friendly and focuses on
the bulk sale for the
maximisation of the
sale.
 Promotion: it promoted
it products frequently
with the promotional
activities of the
discount prevail across
all the sessions.
 Place: it sells its
products from the
stores as well as from
the ecommerce
platforms.
Brand identity Amazon creates all of its
products or services in the
same brand value the creates
the same quality, services and
the value. It brand identity is
created with the best online
shopping experiences to the
customers. Amazon mainly
focuses on the two elements
that are customer satisfaction
The brand identity of the Wal-
Mart is like a pair of the jeans
that gives the perfect fir and
the comfortable to their
customers, suppliers and the
associates. Just like a jeans
that by wearing fells relaxed
and friendly company identity
is to be the same for the
customers.
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and operational prudence
(Nikhashemi, and Valaei,
2018).
Brand expression By offering the products in the
market that is convenient to all
the class groups and with the
effective promoting strategies
used that creates the different
image in the mind of the
customers.
By offering the products at the
low cost and easily convenient
to the customers with the
effective pricing strategy. It
creates the different image in
the mind of the consumer by
providing the quality products
at a low price.
Brand positioning Amazon uses the multi-
segment, adaptive and the
anticipatory positioning
strategies in the business
according to the market area.
By offering the low cost
products with the effective
strategies on the discount to
the customers.
For the price sensitive
customers who want to spend
low and want the best
products Wal-Mart helps them
to be smart and live the better
life and it’s an easy with the
fast shopping experience. As
its tag line compliments to its
positioning.
Brand promise Brand promise of the Amazon
is to deliver the wide selection
in the products and the
services at the low cost by
minimising the inconvenience.
By delivering the product
through the ecommerce
platforms that is convenient to
the large audience (Beverland,
2021).
The promise the Wal-Mart
gives by combing the low cost
with the emotional benefits
and by offering the better
quality of the life and easy
accessibility. With the low
cost product the middle class
sector is also influenced and
gets better life and the quality
of products.
Brand personality Amazon brand personality Wal-Mart brand personality is
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reflects the reliability, caring,
sincerity and the competence.
It is the one of the most
trusted brand that delivers the
quality products with the
sincerity, supported with the
change in the industry, have
the shipping and the return
policy and the accessibility of
the exceptional products.
to make sure that all the
communication traits are
consistent with the personality
traits. Its personality reflects
to be the real, innovative,
straightforward and the
positive. Wal-Mart creates to
welcome the families with the
hometown warmth. Company
will be real, down to earth and
the approachable to their
customer (Casidy, Prentice,
and Wymer, 2019). It is
innovative and the forward
looking that is for the effective
of the customer and they are
straightforward that is upfront
to the customer and have
positive attitudes towards
everything.
Brand equity The brand equity of the
Amazon is rises having a
global brand that stood by the
415.9 billion U.S. dollar.
According to brand value the
Amazon is ranking in the top 5
in the worldwide. With the
effective user experiences,
which are supported by the
customer service and the
communication proves it
The brand equity of the Wal-
Mart is increasing and valued
to the approximately 92.3
billion U.S. dollar that is
increased constantly with the
effective branding strategies
used by the company. Its
customers are satisfied with
the brand as its pricing policy
and gives the quality of the
life improves the consumer
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possible to give the best
values to the customer’s
perception towards the brand
(Wang, Chang, and Chen,
2021).
perception towards the brand
and uses its products on the
regular basis and became the
loyal customer.
Brand sustainability Amazon is planning to reaches
at the zero carbon emissions at
by the year 2040 and also on
the path to operate in the
renewable energy by the end
of 2025. To protect the
environment Amazon ordered
the 100000 electric vehicles
for the delivery.
The sustainability for the Wal-
Mart is going on from more
than 15 years by collaborating
to drive the positive impacts
on the supply chains. Its
efforts towards the
sustainability is for the people
and environment to reduces
the waste and emissions and
selling the sustainable
products to protect the nature.
Brand management The brand management of the
Amazon is effective and the
efficient that leads the
company to positioned itself
under the top 5 company that
creates the best equity over the
world. The brand management
of the Amazon is effective that
caters the wide variety of the
products in a single e
commerce platform and have
to handle it effectively is
tough task and Amazon do it
effectively.
The Wal-Mart brand
management is effective that
enhances its equity with the
positioning strategy by
providing the quality products
at the low cost and creates the
value to the customers by
providing the better quality of
life (Patrick, 2019).
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CONCLUSION
From the report it concluded that for the international marketing management the brand
strategy, business strategy, brand equity, personality, marketing mix, identity, its expressing,
positioning, sustainability, management is required and the multinational company like Amazon
and the Wal-Mart uses these elements effectively to get success.
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REFERENCES
Journals and books
Beverland, M., 2021. Brand management: Co-creating meaningful brands. Sage.
Casidy, R., Prentice, C. and Wymer, W., 2019. The effects of brand identity on brand
performance in the service sector. Journal of Strategic Marketing. 27(8). pp.651-665.
Lim, J.S., Pham, P. and Heinrichs, J.H., 2020. Impact of social media activity outcomes on brand
equity. Journal of Product & Brand Management.
Nikhashemi, S.R. and Valaei, N., 2018. The chain of effects from brand personality and
functional congruity to stages of brand loyalty. Asia Pacific Journal of Marketing and
Logistics.
Patrick, V. ed., 2019. Brand Strategy. SAGE.
Wang, C.C., Chang, S.C. and Chen, P.Y., 2021. The Brand Sustainability Obstacle: Viewpoint
Incompatibility and Consumer Boycott. Sustainability. 13(9). p.5174.
Online references
International Marketing – Introduction, 2021. [Online]. Available through <
https://www.tutorialspoint.com/international_marketing/international_marketing_introd
uction.htm>. [Accessed on 22 May, 2021]
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