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Brand Management Assignment - Amazon

   

Added on  2020-05-16

8 Pages1407 Words185 Views
Running head: BRAND MANAGEMENT Brand ManagementName of the StudentName of the UniversityAuthor note

1BRAND MANAGEMENTExecutive SummaryAmazon.com is doing business as Amazon that is one of the biggest American e-commerce along with cloud computing store in Seattle, Washington. As per the total sales, theAmazon Company is the second largest retailers in the entire world. The tech giant started as theonline retailers of books and then it diversified their business into different other sections thatincluded food, toys, furniture and jewelry. The current revenue that has been earned by Amazonis US$135.98 billion and the total assets that has been earned by the company is aroundUS$83.402 billionIn the year 2015, the tech giant Amazon surpassed Walmart as most valuable retailer inAustralia by the capitalization of the market. The Amazon is the most valuable public companyin the entire world and the largest internet organization by revenue in the entire world. Theemployees who are working in the respective company are 541,900, they are performing well,and it has gained competitive advantage in the entire market. The report will help in understanding the current position of Amazon in the entirecompetitive market that is operating at a commercial level along with level of brand. This willhelp in increasing the brand equity that is based on consumers. This helped them in continuingto win the market of Australia against the different competitors in the market. A proper statement of positioning, roadmap of brand strategy along with different fourkey strategies has been proposed in order to help Amazon amongst the different shoppers inAustralia. The different winning position and basket size of the loyalty-based customers in themarket will help them in increasing the customer base and it will increase the footprint of thestore to compete the other competitors in the market.

2BRAND MANAGEMENTTable of ContentsExecutive Summary.........................................................................................................................1History and Background..................................................................................................................4Objectives of the brand audit...........................................................................................................4The competition and the industry - an overview.............................................................................5

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