Marketing Strategy for Amazon Australia

Running Head: MARKETING
MARKETING
Students ID:
Name of the University
Authors Note

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MARKETING
Executive Summary
The report focuses on the existing marketing strategy of the Amazon Australia since
the foundation of the company in the year 1995. Since the birth of the company, they have
been highly maintaining a low pricing and fast delivery service to satisfy the immediate needs
of the customers. It is for their successful strategy of marketing in worldwide boundaries the
tech giant retailer is known as the largest e-commerce platform after Alibaba.com in terms of
total sales and market capitalisation.
However, in the Australian market, the company has not expanded much. Therefore,
based on the past marketing strategy used by the organisation the report provides a
recommended strategy for marketing in Australia. It has been recommended that the
company needs to improve their SEO and ad words related marketing service to maintain a
front page attraction in Google.

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Table of Contents
Introduction................................................................................................................................4
Background to the Company......................................................................................................4
Marketing Analysis....................................................................................................................5
i) The Nature of Amazon Australia’s Marketing Strategy or Strategies since it began.........5
Lower price.........................................................................................................................6
Shipping advantages...........................................................................................................6
Digital marketing................................................................................................................6
Positioning..........................................................................................................................6
Promotion............................................................................................................................7
ii) Strategic Marketing Options for Amazon Australia moving forward...............................7
Recommended marketing strategy......................................................................................7
Shipping..............................................................................................................................7
Search traffic.......................................................................................................................8
Developing a relationship with the customer.....................................................................8
Conclusion..................................................................................................................................9
Reference list............................................................................................................................10
Appendix..................................................................................................................................12
Appendix 1: Revenue of Amazon........................................................................................12

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Introduction
Marketing strategy is the philosophy that leads to the process by which organisational
groups and individuals are able to obtain their identified value, communicating it and by
offering it to others. The basic concepts of marketing and its strategies are underlying the
needs, wants and values of the customers by building relationships. However, marketing is
strategically concerned with the direction and scope for developing long-term activities
performed by the organisation for achieving a competitive edge.
Therefore, for the business that is seeking a successful and sustainable participation
within the growing market, they are required to choose an effective marketing strategy. Based
on the marketing strategy that is used by Amazon since their birth the report highlights the
existing marketing strategies of the company. Moreover, it recommends a suitable marketing
strategy that can be used by the company for a long-term period.
Background to the Company
Amazon is the world leading online e-commerce retailer selling more than forty
categories of products taking from electronics to groceries along with jewellery and auto
parts. The company also has an internet and e-commerce platform and complete logistics
platform with a broad internet advertising platform provided with internet start-up incubator
settings. The head-quarter of Amazon.com is located in Seattle, Washington founded by Jeff
Bezos in the year 1994 (Amazon 2018).
The tech giant retailer is known as the largest e-commerce platform after Alibaba.com
in terms of total sales and market capitalisation. The company has different business retail
websites for various location including the United States, the United Kingdom, France,