International Marketing Assignment - Amazon

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Two recent drivers of globalization that can help impact the expansion of Amazon into the
UK market...................................................................................................................................1
2. Justify one specific target market that AmazonFresh should target in the UK.......................2
3. Describing global environment for Amazon...........................................................................2
4. Evaluate one Global / International Strategy and one International Market Entry strategy for
Amazon.......................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing is done on international level and it is based upon the strategy
that is created in Home country of a company and further distributed to its other offices. The
report is based upon Amazon that is a multinational brand who usually innovate international
marketing strategies for various countries. Therefore, report will describe two recent drivers of
globalization which can help for the expansion of the Amazon and it specify one target market
that Amazon Fresh should target. Report will critically analyse the global environment of
Amazon with relevant statistics, its competitors and customer trends. The present study will
describe one international strategy and one international market entry strategy that Amazon may
use to grow.
MAIN BODY
1. Two recent drivers of globalization that can help impact the expansion of Amazon into the UK
market.
As Amazon wants to expand its business and raise its brand image at global level, but on
the other side, there are some drivers that also influence the business to grow which are as
mention below:
Technological change: It has been analyzed that technology shaped and set the
foundation for the modern globalization. Amazon is also well known company because of its
best innovative products and it always adopts all new technologies into the working area in order
to grow its business at further level of expansion to increase the productivity and profitability of
the organization (Drivers of globalization, 2018). Apart from this, the rapid and sustained
technological change has also reduced the cost of transmitting and communicating information.
In this modern era, the rapid growth of the Internet is the latest technological driver that also
created the global e-business and e- commerce. This lead to help Amazon to grow its business at
international level because by using online business, the chances of growth is also increased and
as a result, it will help to expand its business at global level.
Competitive drivers: As the global market increases, the global inter- firm competition
is also increases and thus, the companies are also introducing, upgrading and distribute the new
products faster to gain high competitive advantages (Loppacher, Cagliano & Spina, 2018). That
is why, Amazon also uses competitive pricing strategy in order to gain large group of mass. It
has been analyzed that strong solidarity among countries and high two way trades and FDI action
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