Marketing of Amazon.com | Report
Added on 2020-03-16
17 Pages5052 Words71 Views
Running Head: MARKETING 1Marketing: Amazon.com 2016
MARKETING 2Executive SummaryBusiness expansion and growth, both are the major objectives for most of the entrepreneurs andbusiness owners. This is the business strategy, in which an organization obtains growth byincreasing its outlets and stores in different locations, so that customers can purchase theproducts and services according to their ease. When an organization plans to expand its businessin emerging market, it needs to create several strategies before entering into new market. In thisreport, one of the biggest online retailers, Amazon.com is expanding its business operations inAustralia. The report consists of different strategic aspects, which are related to this businessexpansion in Australia. There are some challenges, which are faced Amazon Australia. Thecompany is confronting intense competition in this country as there are already several well-established retailers in Australia. The company will establish a new marketing plan for 2018-2021, which includes all the strategies and tactics that company will use in the future. Under thisexpansion, Amazon Australia will adopt cost leadership and product development strategies tostay competitive in the Australia.
MARKETING 3Table of ContentsExecutive Summary.....................................................................................................................................2Introduction.................................................................................................................................................5Company description...................................................................................................................................5Current Situations Facing Amazon Australia..............................................................................................6Strengths..................................................................................................................................................6Weaknesses.............................................................................................................................................6Opportunities...........................................................................................................................................7Threats.....................................................................................................................................................7Factors Contributing the Amazon’s Success in US and International Markets............................................7Major Challenge faced by Amazon Australia..............................................................................................9Intensified competition............................................................................................................................9Competitive rivalry:.................................................................................................................................9Threat of substitutes:.............................................................................................................................10Threat of new entrants:..........................................................................................................................10Designing of Marketing strategy and Marketing Plan...............................................................................10Situational Analysis...............................................................................................................................10Market Research....................................................................................................................................11Identify Marketing Objectives...............................................................................................................11Identify Target Market...........................................................................................................................11Set Marketing Budget............................................................................................................................12Strategies...................................................................................................................................................12Cost Leadership.....................................................................................................................................12Product Development............................................................................................................................13Marketing Plan 2018-2021 for Amazon Australia.....................................................................................13Market Positioning................................................................................................................................13Target Market........................................................................................................................................14Market Segmentation.............................................................................................................................14Marketing Mix.......................................................................................................................................14Conclusion.................................................................................................................................................16References.................................................................................................................................................17
MARKETING 4Introduction When an organization wishes to increase its presence globally, it plans to expand its business ininternational markets. Business expansion in a developed market is the best way to enhance itspresence among more population and increase its customer base. There are so many companiesin today’s competitive business world, which are planning to extend their business operations ininternational markets. Amazon.com is the best example for this, as it is aggressively expandingits business operations by enhancing its online presence and by opening new pop-up stores inshopping malls. Now, this organization is planning to expand its products and offerings inAustralia and going to launch its web-based services in the country. Under this expansion, Amazon.com is confronting various issues and situations while entering inAustralia. This report includes the discussion about current issues and situations, which are facedby Amazon Australia. It includes the factors, which contribute the success of Amazon in itshome country, i.e. United States and international markets. Amazon Australia is facing a majorchallenge, i.e. competition in online retail industry. There are so many players in the industry,which are posing competition for Amazon Australia. At the end, the report includes themarketing plan and marketing strategies for Amazon Australia for 2018-2021. Company description Amazon.com is an American e-commerce organization, which has become an idol of onlineretail business. The organization was founded in 1994 by Jeff Bozos and introduced it online inthe year 1995 as an e-book store. Amazon is one of the largest online retailers in the world that isoffering from online books to consumer electronics to potential customers from all over theworld. This online giant had started its business as an online bookstore and after that it hasdiversified its business to offer different products, like; DVDs, video games, software,electronics, food, furniture, toys, apparel, jewelry etc. This website is well-known for its cheaper prices for their products and experiencing greaterexpertise for ensuring that needs and expectations of customers are always met (Anderson, Narus& Narayandas, 2009). By adopting effective strategies, this organization has established itsimage as a largest online business in the terms of revenues all over the world and it is the 8thlargest employer in United States. In the end of 2015, the organization has employed around
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