Marketing Strategies for E-commerce Industry: A Case Study of Amazon

marketing

Contents
Executive summary....................................................................................................................3
Situational Analysis and the background...................................................................................4
Industry analysis.........................................................................................................................4
Business Environment................................................................................................................5
Current situation of industry...............................................................................................7
Threats and Opportunities...................................................................................................8
Competitive analysis.........................................................................................................10
Target market....................................................................................................................10
Business overview............................................................................................................12
Domain hosting.................................................................................................................12
Products and service description.......................................................................................12
Unique advantages............................................................................................................13
Revenue models................................................................................................................13
Marketing objectives.........................................................................................................14
Marketing strategies..........................................................................................................14
Professional services.........................................................................................................16

Executive summary
E-commerce is referred as the using of electronic medium and internet in order to purchase
and sell the products. E-commerce is used to execute the transactions and meet the marketing
needs. The growing use of internet and other communication technology has noticed that
several companies decide to offer their goods and service on the online platform and enhance
the service delivery process. Amazon is one of the biggest and prominent e-commerce
companies, which was initiated in 1994. The company remains on the path of emerging
growth in recent few years. This has been achieved by implementing the strategies to
continue.
In recent days, marketing of goods and services demands development of advanced
technology and adoption of careful strategy selection. A marketing expert should choose
from a list of marketing techniques such as one-on-one marketing, blog and affiliated
marketing, social media and viral marketing, and every other form a strategy to implement
them. The company can achieve its success from one-to-one marketing and as its
consequences; it managed to different purchasing behaviour of customers. The piercing
competition can be solved only with the help of effective marketing plan that has been
implemented and on the same side; its results have been measured.
By understanding the buying behaviour of the customers, the company has taken the
advantage of economies of scale and focus of its customer-centric strategy. In order to
improve the brand presence and market dominancy, Amazon should undertake and study
situational analysis so that it can develop its SMART goals. To analyse the success of the
suggested goals, several measurement tools such as RJ metrics and Google analytics will
have been used.

Situational Analysis and the background
Amazon is one of the American based e-commerce company, which was established in 1994,
and after some time, Jeff Bezos incorporated it. The company is headquartered in
Washington DC. The company always remained world`s largest web-based retailer but in
recent years, the company has been handling the competition. This analysis is based on the
amount of market capitalisation and revenue sales achieved by the company in last few years.
Amazon started its business with a bookstore but after some time, it continued to diversify its
operation by including a wide range of products, which are now stocked on the store. The
situational analysis will aim to provide the necessary information while undertaking and
developing the appropriate e-marketing strategy.
Industry analysis
Industry size, growth rates, classification, expected events, and major trends
Growing use of internet has enabled to find out several ways of doing business. Due to
increasing online platform, various opportunities emerged over the last few years. E-
commerce industry has changed the way in which the business undertakes its operation.

Other than this, advancement in the technology is another factor influencing which has
affected the business operations over the last few years whether it is any retail transaction
from B2B. Sometimes the application of technology ensures that these transactions are
executed accurately and effectively that reduces the endeavours of the many companies in the
world. Amazon is among the regular operators and it is a forefront when it comes to use of
application of technology, which further creates competitive edge above other players in the
industry.
Before the invention of internet, it looked almost important for the online retailers to use
these resources these days, which were considered impossible to access before internet.
Earlier, the use of location-to-location method of executing and expanding business and
delivering the services to the millions seems impossible earlier and this created different
misfortunes. Internet is a global market place, which has opened uncounted opportunities for
the business, and it has assisted them to achieve goals.
New corporations have become successful because of internet and on the same side; there are
strategies that are more effective and adopt efficient service delivery method so that the
company can reach more and more people with the help of internet. Earlier certain products
were unthinkable which have become capable because of expansion, which has increased the
sales over the years. Businesses have started adopting the strategies to deal with the
challenge, which have turned into the opportunity. It is seen annual rate of the industry has
reached at 60 percent in relationships of expansion and revenue among the years. On the
different side, general structures of organisation, which include internet and social media and
their usage especially while dealing with marketing goods and services.