Amazon's Impact on Australian Retail
Added on 2020-05-16
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Marketing Managementwin
Marketing Management 1Executive SummaryThe purpose of this study is to understand the way Amazon can gain better brand value in the Australian retail market. Amazon is one of the most popular name in the online retailing but in terms of retailing and competing with the physical retail stores there is a need to develop the brand. Australia is one of the fastest growing retail markets of the world and thus there are immense opportunities for the retail companies to establish, grow and develop. The paper will present the case of Amazon being dominating in the Australian retail markets through its unique products and services. There will be highlighted the current value analysis of the company and the significance of the value analysis in capturing the Australian market. The next part of the report will present the marketing promotion plan highlighting the marketing mix of the company.The paper will conclude with an overall analysis by taking insights from eth various section of the study.
Marketing Management 2ContentsBackground......................................................................................................................................2Research Methods............................................................................................................................2Current Value Analysis....................................................................................................................3Marketing Promotion Plan...............................................................................................................6Conclusion.......................................................................................................................................9References......................................................................................................................................10
Marketing Management 3BackgroundAmazon is one of the globally renowned organisations which have attained huge success and growth in last few years. The key aim of the company is to develop strong brand value in the Australian market. Amazon offers online retail services to the customers but the company is planning to establish itself in the Australian market and give a tough competition to the existing players of Australia such as Woolworths, Wesfarmers, etc. (Minifie, 2017). In present time Amazon possess high value and holds a strong position in the global market in comparison with its competitors. Amazon enjoys the position of a market leader but the goal is to enhance and develop the brand value with an upsurge rate. The company can gain better value as in present time there is a huge customer base and demand for the supermarkets as people want to save their time by purchasing products from such supermarkets rather than from different stores. Australia is one of the key target markets for Amazon as people have a good purchasing power with high spending rate at the supermarkets (Adhikari, 2016). Being one of the biggest online retail stores, Amazon have developed a strong customer base and renowned brand visibility which can help the company in achieving growth and success in establishing a venture in Australia and giving tough competition to the existing players of the Australian market (Industry, 2011).Research MethodsIn performing any study there is a need to take use of several tools and resources. For this study, there will also be taken use of a number of tools, techniques and resources so that there can be gathered adequate and significant information. The study will take use of firstly the marketing mix tool which will comprise of the 4Ps of marketing i.e. Product, price, place and promotion. The primary reason behind taking sue of this tool is to understand the marketing and promotions strategies of Amazon and they way in which the brand value of the company can be developed (Reid, 2015). From the tool there will be gathered data that what promotional tools will be the most beneficial for the company to fetch the attention of the target customers. In order to have current value analysis of Amazon there wild be used the comparison chart so that there can be compared the value of Amazon with other existing players in the Australian market (Singh, Jain and Madan, 2016). The next resource which will be used by the company will be the promotional
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