Marketing Management: SWOT, STP, Marketing Mix of Amazon

Marketing Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
SWOT.........................................................................................................................................3
STP..............................................................................................................................................6
Marketing mix.............................................................................................................................9
Recommendations.....................................................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing management is defined as the study in which marketing aspects are being
controlled to achieve business targets. It also finds out the areas where the company's product
and services fail to fulfil customer needs. The current report will give detailed information about
marketing management adopted by one of the famous organization which is established by Jeff
Bezos, Amazon.com. The company deals with artificial intelligence, e-commerce, cloud
computing and digitalization. This will further provide SWOT analysis, STP and marketing mix
to attain marketing strategies. Additionally, it will examine the impact of this analysis on
organization. Further, it will provide brief understanding of competitive environment and impact
on developing effective marketing decisions. At last, it will give information about
recommendations on the basis of case study.
Discussing SWOT analysis in marketing management
The full form of SWOT is Strength, weakness, opportunity and threat. It is helpful in
organization to evaluate the position and performance of the business. (Baboolal-Frank, 2021). It
will help to increase profitability and minimize risks for business goals. It is helpful to assess
company's position before deciding any new strategy. The main aim of this study is to help
company in developing a full awareness of the factors which are included in making strategic
decision in the organization.
Strengths- Strengths are things that distinguishes particular company from their
competitors. These might be the motivation of company's staff to achieve targets. Strength gives
an idea about company's proposition of selling goods or services which is unique in nature.
Weaknesses- This study finds out the factors which stopping them from performing at its
optimum level. Using this, company can also find out the areas where the improvement is needed
(Bonfante, and et.al., 2021). It includes high level of debt, lack of capital, high turnover, low
promotion and weak brand. Using internal and external data company can understands product
line and its strategies.
Opportunities- This consists of External factors that could give an organization a
competitive advantage in the market (Bigo, Raj, and Situmeang, 2021). It is referred as chances
for something positive to happen. This will includes strategy and technology an organization is
using. So it is the process in which a company think about good opportunities in order to increase

profit margins. It also studies market trends and its impact on strategies which companies are
using. The firm must take care of various changes in policies and social patterns made by
government. Opportunities help to increase company's ability in order to achieve targets. Hence,
By increasing sales and market share an organization can give a competitive benefit.
Threats- Threats means the factors that can affect any organization negatively. This
includes problem in supply chain, shortage of recruits and many more. It is essential to take strict
action against them before becoming victim. It is essential to take care of advance technology in
order to avoid any unseen threats within the company. It is mandatory to considered what your
competitors are doing and what changes are needs in order to achieve target.
Strength
 The key strength of amazon is to use
strategic planning in order to evaluate a
company's position. On the basis of
current and future potential of business,
organization examines its performance
throughout the year.
 Amazon is one of the best retailer,
supplying different products to their
customer using digital platform. The
company offers better quality products
and services at very reasonable price.
 It provides the fastest shipping along
with free online services and excellent
customer support.
 The Strategic acquisitions adopted by
this firm have led to the development of
customer relationship management
skills within the market.
 From this, company measures fact
based analysis, new ideas and fresh
Weaknesses
 Amazon prime is currently driving up
shipping costs, which will affect
delivery costs to rise.
 Later it will provoke higher prime fees,
thus shoppers will find another sites
and adopt discount facility.
 This scenario would cause shipping and
revenue growth of this company.
 This company has gained negative
publicity due to tax avoidance so this
will affect reputation in the market.
 It is also stated that this company
maintains poor working conditions for
their employees.
 In India, amazon have faced big
challenges like low margins.
 As per the news, Its fire phones launch
in the US was a big failure while its
kindle fire device didn't work well.
 Amazon owns very limited physical