Marketing Analysis of Amazon Australia

Marketing Assignment on Amazon Australia
Institute and Affiliation
Student Name
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Executive Summary:
This research is based upon the Amazon Australia. The researcher has attempted to identify
marketing strategy of Amazon to penetrate in Australia. Hence, the researcher has presented the
company background and then analysed the Australian market through the market segmentation
strategy and marketing mix strategy. At the end, the researcher concluded the entire research.
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Table of Contents
Introduction:....................................................................................................................................4
Background of Amazon Australia:..................................................................................................4
Marketing Analysis:.........................................................................................................................4
Nature of Amazon Australia’s Marketing Strategy:........................................................................4
Strategic Marketing Options for Amazon Australia:.......................................................................6
Conclusion:......................................................................................................................................6
References:......................................................................................................................................6
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Introduction:
Amazon is the largest retail e-commerce brand of America. It has been doing business globally
with its great customer base. Its annual revenue was USD 135.99 in the last year. Australian e-
commerce business runs very well. Australian customers spend maximum on homeware,
groceries and media. Amazon’s entry in Australia is the most significant step for their business
development. E-commerce sector in Australia has achieved significant growth in last few years.
Present research is based on the Marketing strategy of Amazon Australia since its expansion.
The researcher will analyse Amazon’s marketing strategy in Australia.
Background of Amazon Australia:
Amazon is the ecommerce giant and it was founded in the 1994 by Jeff Bezos as bookstore.
Presently it is the fourth most valuable company which is publicly traded behind the Apple,
Alphabet and Microsoft. In the logo of Amazon, an arrow is pointing from the A to Z. It means
they are not only selling books but everything and the arrow in the logo is like a smile
(Rothaermel, 2015). It is basically known for its business services. Amazon, entered in Australia
in a mission to expand its customer base. It is very difficult to mention the actual day of the
Amazon’s entry in Australia but they have launched their website in Australia in the year 2012
and the main centres are Melbourne, Brisbane and Sydney. Later it has opened a Kindle store in
their e-commerce platform. Presently sales of Amazon in Australia is about $1 billion through
the overseas shipment. According to the research it has been identified that ten thousands
customers visited the website of Amazon and it was during the launch of Amazon in Australia
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