Marketing Plan of Amazon Incorporations

Running head: MARKETING PLAN OF AMAZON INCORPORATIONS
MARKETING PLAN OF AMAZON INCORPORATIONS
Name of the Student
Name of the University
Author Note

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Executive summary
This report aims to analyze and understand the impact and use of the digital and social media
platforms in achieving business goals and expansion. The growing use of digital media
platforms and social media for marketing and promotion proves the fact of its competence,
with contrast to contemporary approaches. This study looks into the strategic development of
an organisation by analyzing its marketing plan and thereby proposes a suggestion to develop
the brand. The major concern for devising a marketing plan is to provide a guideline based on
which an organisation can substantially grow with time in terms of brand value and market
share. It helps an organisation in analyzing the key factors that influence the organization’s
business. The plan has analysed the five forces that manipulate the business the environment.
it has also looked into the TOWS analysis which has analyzed the threats, opportunities,
weaknesses and strengths of the company. The marketing objectives of any organisation
should be reflected in a marketing plan and these reports has evaluated the strategies and
devised a plan that orient with the marketing goals of the Amazon Inc. The marketing plan
also helps in giving a brief overview of the budgetary allocations of the organisation to
achieve its goal. The importance of a proper lay out of the business strategies allow the
managers to understand the short comings that might arise due to internal factors. While
analyzing the internal and the external factors it gives an insight into the shortcomings of the
organisation, a proper marketing plan ensures that these short comings are identified and the
addressed in due time. The marketing plan also needs to be aligned to the future goals that the
company would want to be in a time frame.

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Table of Contents
Introduction................................................................................................................................5
Company Over view..................................................................................................................7
PESTEL Analysis of Ecommerce industry: Australian Context................................................7
Political factors:.....................................................................................................................8
Economic Factors:..................................................................................................................9
Social factors:.......................................................................................................................10
Technological Factors:.........................................................................................................10
Legal Factors:.......................................................................................................................11
Environmental Factors:........................................................................................................11
The Porters Five Forces...........................................................................................................11
Bargaining Power of Buyers:...............................................................................................12
Bargaining Power of suppliers:............................................................................................12
Threat of new entrants:.........................................................................................................12
Threat from substitutes:........................................................................................................13
Rivalry in the industry:.........................................................................................................13
TOWS analysis of Amazon:.....................................................................................................14
The Threats and Weaknesses:..............................................................................................14
Strengths and opportunities:.................................................................................................15
Marketing Objectives of Amazon Inc......................................................................................16
Specific:................................................................................................................................16
Measurable:..........................................................................................................................17
Attainable:............................................................................................................................17

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Realistic:...............................................................................................................................17
Time bound:.........................................................................................................................18
Marketing plan.........................................................................................................................18
STP approach.......................................................................................................................19
The segmentation of Amazon:.........................................................................................19
Targeting of the market:...................................................................................................19
Positioning of the product:...............................................................................................20
Marketing Mix of Amazon:.................................................................................................20
Promotional Plan......................................................................................................................22
Schedule:..............................................................................................................................22
Timings:...............................................................................................................................22
Campaigning:.......................................................................................................................22
Promotional Tools:...............................................................................................................23
The Pull technique:..............................................................................................................23
Marketing Budget:...............................................................................................................23
Conclusion:..............................................................................................................................24
References:...............................................................................................................................26

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Introduction
The potentiality and competence of the virtual world has made it an inevitable tool to
transform human lives. The capacity of approach attained by any mass medium cannot be
undermined. The digital media being the most potent, effective and massive in its capability
to outreach and perform, has surpassed all other forms of physical promotion. This study
involves in analyzing the effectiveness of these platforms in shaping the business enterprise.
of Amazon Inc. The ecommerce giant has been chosen as the case, due to its extensive use of
the digital domain to handle its operations and business. In fact, the inception of Amazon lied
in the usage of these mediums as instruments of business. It has to be understood that
marketing does not only involve increasing sales, it is more about delivering business value
for the consumer and creating an environment of sustainable growth that credits customer
satisfaction and customer faith as an asset of the organisation. An integrated marketing
strategy creates opportunities across various aspects that govern the business success of a
firm. These include strategies that amalgamate customer advocacy, employee satisfaction and
engagement. The motive of a strategic planning is to create a long term growth plan that adds
substantial value to the company over a time frame (Marcelo Torres et al. 2014). A proper
strategic planning will involve the external and internal stake holders, the strategic targeting
of customers, analyzing data that reflects consumer behaviour, customer psychology and
orientation and the data that reflects the consumer behaviour of the market over the
company’s services and products (Sarbah and Otu-Nyarko 2014). These data driven analysis
allows the organisations a greater scope to understand the needs of the market and thereby
expand their strategies and plans accordingly. Promotional strategies are required to be
holistic in their approach to sustain the market competition and earn an edge over the other
players in the industry. The report will discuss the various aspects as mentioned through a
detailed review and will critically assess the failures and the successes of the organisation and
the strategies that should be undertaken to achieve a set of goals in the future.

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The success of Amazon itself proves the resourcefulness of the digital platform. With
the advent of newer avenues in the sectors of business, the nature of business plans and
strategies have changed with time. Business organisations are utilizing the potential of the
digital medium to maximize their market reach and generate ways to develop growth in a
comprehensive manner. The report will be subdivided into several sections that will analyse
the organisation, the PESTEL factors, the Five forces of Porter, the TOWS identifying the
strengths and weaknesses, opportunities and threats to understand the current scenario of the
organisation. The necessity of a strategic marketing is to understand the critical issues that
influence the business processes in an organisation. The strategic marketing revolves around
issues that are of high concern and in the profitable interest of a company. The necessity for
strategic planning is due to the fact that wrong strategies back fire and hamper the growth of
a company to an extent that dampens the brand image of the organisation and reduces market
presences and eventually reflects in financial losses taking a toll in the overall growth of the
company. the promotional strategies of a company decide the brand image of the company
and the way a company promotes its products and services decides the amount of market
reach that can be achieved by it. The marketing strategy of Amazon is completely different
and is based on the virtual spaces across several digital platforms. It has been observed in a
study by Pricewaterhouse Coopers that online marketing strategies will account for 51% of
total marketing and advertising expenses of organisations by 2019.
Amazon Incorporations is currently the largest online retailer. Amazon is one of the
founding members of the e- commerce industry and holds a major share in the online
retailing. The company has developed a completely new genre of marketing approach based
on a platform that is virtual in nature and contradicts traditional methods of marketing and
promotes all its services and products in their virtual spaces. Being the largest company in
online shopping, Amazon provides a wide variety of products, ranging from pediatric
products to scientific equipments. It has services in grocery, electronics, apparel and clothing,
beauty products and cosmetics, jewelry and personal care items. It also expands it services in