Strategic International Marketing Activities

This document discusses strategic international marketing activities, including trends in the environment and market for the sector, market structure, summary of product and market focus, basis of current competitive advantage, and the strategic marketing challenge. It also provides recommendations on how to build sustainable competitive advantage in the future.

Strategic international
marketing activities

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Section 1...........................................................................................................................................1
Trends in the environment and market for the sector.................................................................1
The market structure for the sector.............................................................................................3
Section 2 ..........................................................................................................................................4
Summary of product and market focus.......................................................................................4
Basis of current competitive advantage......................................................................................5
The strategic marketing challenge..............................................................................................5
Section 3...........................................................................................................................................6
Recommendation on how to build sustainable competitive advantage in future........................6
Implementation actions that is crucial in building competitive advantage.................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Strategic international marketing is completely dependent on the extension of a business
through which local marketing get diverse and with this special attention is addressed towards
identification, targeting and decision making that is performed at international market. It is also
be based on the exchange of goods and services through which meet of demand and requirement
assist the customer's to gain highest outcomes. It also based on customer's analysis in which
target market is identified and analysed through which international level participants get
motivated and worked to gain higher attractiveness (Cateora and et. al., 2020). The report is
based on Amazon that is an American multinational company with having headquartered in
Seattle, Washington along with this business maintain clear focus about e-commerce, digital
streaming, cloud computing and artificial intelligence. The report below consists of trends in
international market sector, background of business that placed to make better development in
terms of global level. Moreover, report include sustainable long term marketing strategy at
global level.
MAIN BODY
Section 1
Trends in the environment and market for the sector
Amazon is an US based company which was founded by Jeff Bezos on july 5,1994. It is a
online retail company or involved in a e-commerce. Apart from this, It is considered as one of
the big five companies in the US along with Google, Apple, Microsoft and Facebook. The key
trends within an environment is an essential prospect and within this it is easy for the business to
get attain long term effectiveness as by making adequate changes within offered products and
services so that customer reach and market attractiveness.
 Cultural factors: These factors also influence the business as in a country, there is a
variety of people who are belong to various cultures (Morgan, Feng and Whitler, 2018).
Each culture of people has its own choice of clothing and unique festivals which affects
the sales of a company as per the products being sold. Therefore, e-commerce companies
should ensure the availability of products for various culture of people.
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 Political factors: Amazon operates its business under political influence. These factors
includes emphasis of government and political parties on the functioning of the business.
The Government has stable political parties which helps the amazon for smooth
functioning without any interruptions. Various aids also been available to the amazon by
Government for its operations. Developed countries like US has well developed system
of cyber-security for protecting the data of a company (Pyper and et. al., 2019). Talking
about the labour laws there is a efficient protection of employees in developed countries,
but they cost much to the company as there is scarce availability of cheap labour in
developed countries.
 Economic factors: Amazon's performance and its revenue mainly depends on the
situation of the economies in which it operates its online and offline businesses. For
example,in US, Amazon has a higher degree of revenue and profits as people in US has
high disposable income due to high salaries but on the hand, in China, the scenario is
vice-a-versa due to economic crisis people have very low disposable income.
 Social factors: Social trends plays a major role in the growth of e-commerce. From past
few years, e-commerce has been boosted. With the increased use of smartphones and
interconnectivity people are more attracted towards social media which influence the e-
commerce also. Also with the availability of 4G connectivity, businesses of amazon has
been uplifted. Talking about the millennials they are major customers as they usually
prefer to buy online and get their products delivered to their doorstep so that they can
utilize this time in productive purposes. Population size of a country also affects the sales
of a company as larger the population, larger the opportunities for sales.
 Technological Factors: Technological advancement has also plays a vital role in
developing the e-commerce industry (Shilbury and et. al., 2020). Only through efficient
technology e-commerce business are accessible by the customers for searching and
buying. Apart from smartphones for accessing, artificial intelligence also affects this
business as it makes the products more attractive and helps the customers to decide on
purchase of a product.
 Environmental factors: Sustainability is the major concern for companies like
Amazon. Amazon has invested much on areas like packaging, waste reduction and
energy consumption for the safety of the environment. Amazon also engages its
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customers in various CSR (Corporate Social Responsibility) Activities for increased
emphasis on the environmental safety.
 Legal factors: Legal compliance are really essential for the functioning of any business.
Amazon has a separate legal team to deal with various issues like employment laws,
consumer challenges etc. Amazon emphasize on this efficiently as the companies knows
that mistake in legal compliance leads to high penalty and charges.
The market structure for the sector
The market structure is basically get depicts the firm to get differentiate its offered
products and services on the basis of its operations and functions (Kaleka and Morgan, 2019). It
basically promotes the working standards by which it is easier to make effectual understanding
of different market segments so that long term effectiveness is addressed in productive manner.
As an e-commerce business gain rapid growth and development and it is attained by gaining
adequate research. In this diffusion is essential as within this market structure is getting changed
and it is dependent to reduces consumer search cost by which creative destruction is created. As
within e-commerce sector it is easy to find lower price seller as with this higher amount of value
and share is induced so that productiveness is increases in systematic manner.
Geographic spread of products: It is a factor that basically based on the productiveness
under which its working abilities and efficiency get enhanced over a continuous period of time.
In this Amazon maintain clear focus and concentration about geographic segmentation within
which future growth and development is attained in effective manner. The company enable to
make extensive control over e-commerce at global level as in this its management make direct
influence over different activities as with better support of expanding (Alvarez-Milán and et. al.,
2018). Amazon follows corporate culture under which business ability to get withstand it
enhanced Apple, Microsoft, Walmart etc. The company measure significant changes as per basis
of geographic division that make it easy for business to manage that also enhance its ability to
manage economic conditions.
Customer segmentation: Amazon is an e-commerce business thus they have make use of
psycho-graphic and democratic segmentation in order to segment the market. In this micro-level
segmentation is induced that allows the visitors to maintain higher value and long term
advantage in systematic manner. It more often includes actual purchasing behaviour through
which customer's interest get developed and enhanced with higher proficiency. Amazon
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positioned its business successfully at global level by which its ability to deliver higher value is
increases as within this rate of convenience over shopping outlet is enhanced. The segmentation
of Amazon is so powerful by which its ability to achieve both its short and long term goals as
with this purchasing behaviour of customer's get attracted so that long term profit is attained by
business in smooth manner.
Competitive positioning of key global players: The competitive positioning basically
used to make better level of differentiation through which better values is created and offered
within the marketplace (Nyuur, Brecic and Debrah, 2018). It enhance competitive landscape
through which Amazon target towards customer segments through which its need and demands
get fulfilled in satisfactorily manner. In this company maintain clear focus towards to recognise
its working efficiency by which its offering gets differentiated on the basis of its competitors. For
this Amazon uses cost leadership strategy that assist the business to make competitive advantage
through which operational cost is reduced under which profit and its margin is increases with
better effectiveness.
Section 2
Summary of product and market focus
Amazon has deals with diverse range of portfolio and within this its ability to make better
level of integration is increases and under this direct target is maintained towards online
marketing channels as like sponsorship, social and online advertising, associated programs and
many other initiative is taken through which its productiveness is increases in random basis. The
business has expands is business operations as by enhancing online services and in this selling of
electronics, software, apparel, video games, furniture, jewellery and food is induced so that
customer's satisfaction is enhanced in productive manner (French and Gordon, 2019). It is a
major reason of business as from this they have gain higher success and development as with this
its productiveness is increases. In support of e-commerce business its market reliability and
relatedness is increases through which rate of effectiveness and attraction get increases over
regular period of time. The domestic, regional and international success is achieved through
which its ability to gain profit and sales is enhanced. The company always induce innovation and
creation by which better and clear services to customer's is offered by which its engagement and
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involvement within international market also get enhanced thus with this higher profits is
attained on continuous period of time.
Basis of current competitive advantage
The competitive advantage of Amazon is higher as they are known for offering free
shipping through which convenient services are flowed by which better selection of product and
services is attained with perfection (Adams and et. al., 2019). The company select vast offering
about its product and competitiveness by which hassle free return is induced so that easy
experience of check out is addressed and it assist to enlarge the growing number of daily
consumers. Amazon believes to follow certain path way by which its market expectation is
required and it induces higher contribution towards business success and development. In this
major success of business is to include diverse range of services so that all the need and
requirement of each marketplace is fulfilled with perfection. The better competitive advantage is
usually a core strategy of a business and under this range, price and convenience is induced so
that its global level operations is processed with perfection. In this higher profit margin is
induced through which higher success is induced as by combination of better economies of scale,
innovation by which continuous success is attained with perfection. In this different factor
induces higher competitive advantage by which better accessibility and utilisation of resources is
induced, highly talented and skilled workforce is used along with this the usage of geographic
segmentation so that ability of a business to gain higher competitive advantage is increases with
productiveness.
The strategic marketing challenge
As Amazon manages its working abilities by making suitable level of integration of
various services and products under which working effectiveness is increases in systematic
manner (Berman, Evans and Chatterjee, 2018). It is also be used to maintain clear target among
audience and for this marketing distribution is managed with productiveness. In today's era
improvisation of visibility and its attractiveness is induced by which higher level of changes is
induced with adequateness. For this real time campaign is induced that put more pressure over
marketers so that its rate of productiveness is enhanced. In this different functions has been
induced by keeping various strategies that is as define below as: Keeping e-commerce growth: As in relation to recent trends Amazon make respective
change and modification within its services through which higher profit margin is
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attained as by making adequate segmentation. It actually induce substantial growth
through which more profit is consolidate in timely frame.
 International performance: It is basically induce a certain level of expectation that is
introduced by an individual in order to make higher growth in successful mode. As with
this business make replicative changes in its services through which rate of
productiveness is managed by which higher level of investments is induced with
perfection (Malarvizhi, Nahar and Manzoor, 2018.). In this Amazon make sure that
replicative changes is induce through which higher level of changes is induced as with
this rate of attractiveness is increases in constrained mode.
Section 3
Recommendation on how to build sustainable competitive advantage in future
Sustainable competitive advantage means offering products to customers with more
benefits, advanced features at lower prices than the competitors and through this they remain in
the industry for a longer period of time. The below report is based on Amazon. It is the
multinational technology company and the largest online workplace which deals in e-commerce.
It started the business by selling books but now expanded to sell electronics, jewellery and so on.
A business can develop its competitive advantage by understanding about customers demand and
establishing the products to grab their attention. A business should focus on their competitors
services and they should work out on the things like quality of products, branding and so on.
Every company has some strengths and they can use that in innovative ways (De Mooij, 2018). It
has been recommended that Amazon build its sustainable competitive advantage and it is as
briefly explained below as:
 Amazon must have offered low priced products with wide variety to attract all type of
customers.
 Amazon must have offered the services during lockdown period as well. As it would be
helpful for customers to do shopping rather than waiting for shops to reopen.
 Amazon must have offered same quality products to attract more customers so that
customers don't switch to other competitors like flipkart and so on.
 Delivery services are the main thing that customers want. So, Amazon must have offered
the best delivery services among all the locations.
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 Amazon must have offered the online one click purchasing software that helps customers
to save their time in checking and processing about shipping by which sustainability is
enhanced.
 Amazon must have launched new products in which they are lacking and fulfilling all
customer demands and ensuring their loyalty towards the company.
 The management of Amazon always looking forward to make better level of
understanding about its market segment and with this its ability to attract and retain
market reach and its attractiveness is increases in productive manner.
 In addition to this company also working towards to deliver effective value propositions
by which they are able to provide better services along with its ability to deliver higher
amount of benefits is increases on repetitive basis.
Implementation actions that is crucial in building competitive advantage
Competitive advantage means offering customers lower priced products with more
benefits and services than their competitors (Direction, 2020). This is done by the organisation to
generate more profits than their competitors. Every customer wants the product which costs less
but provides better benefits so a company should focus on their competitors products and
services they are offering. For building competitive advantage various actions are implemented
by AMAZON which are crucial for their company and it is briefly explained below: Brand Image: This is the most crucial factor for Amazon to build its competitive
advantage. It helps the brand to attract new customers as well as retain the old ones. It is
the brand which grew very fast and provided best quality products. So, to build
competitive advantage and to build consumer trust it has to maintain its brand image.
They should ensure that as they are providing the products to millions of buyers
worldwide so only best quality products are offered. Customer Base: Amazon has always been customer centric so for building their
competitive advantage they should provide additional benefits to consumers like Prime
membership to retain them for long period of time. As all customers wants that additional
benefits should be provided to them and due this they will be able to retain their
customers for a longer period of time. Quick delivery services: To build competitive advantage Amazon must ensure that they
are providing quick delivery services. Every customer wants their product as fast as
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possible so company should focus on this because there are many competitors who are
offering all kind of products and if they will deliver the product quicly then customers
will switch to them. So, amazon must ensure that delivery services are quick as compared
to other companies. Vouchers and Discounts: To enhance competitive advantage Amazon should provide
vouchers and discounts on regular basis so that customers remain attracted to their brand
only.
 Packaging: Amazon should provide products with good packaging. Pacakaging is the
important factor that leads to competitive advantage as it increases customers confidence
towards the brand.
CONCLUSION
It has been concluded from above report that strategic marketing is an essential prospect
for the business as with this its ability to gain higher competitive advantage is enhanced over
regular period of time. In this its rate of attractiveness and achievement both get enhanced and it
aid to make productive changes and modification so that both short and long term goal is
achieved with perfection. In this market trends is analysed that play higher attention towards the
factors that has direct impact over business productiveness. In addition to this market structure is
analysed by which deep understanding about marketing environment is processed. Furthermore,
competitive advantage is induces by which market target and focus is attained with
productiveness for this strategic marketing challenges is also analysed that is used to improvise
international position of a business.
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REFERENCES
Books and Journals
Adams, P. and et. al., 2019. Strategic orientation, innovation performance and the moderating
influence of marketing management. Journal of Business Research. 97. pp.129-140.
Alvarez-Milán, A. and et. al., 2018. Strategic customer engagement marketing: A decision
making framework. Journal of Business Research. 92. pp.61-70.
Berman, B., Evans, J.R. and Chatterjee, P., 2018. Retail management: A strategic approach.
Pearson Education Limited.
Cateora, P.R. and et. al., 2020. International marketing. McGraw-Hill Education.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Direction, S., 2020. A blueprint for international marketing: Reaching audiences in the digital
era.
French, J. and Gordon, R., 2019. Strategic Social Marketing: For Behaviour and Social Change.
SAGE Publications Limited.
Kaleka, A. and Morgan, N.A., 2019. How marketing capabilities and current performance drive
strategic intentions in international markets. Industrial Marketing Management, 78,
pp.108-121.
Malarvizhi, C.A., Nahar, R. and Manzoor, S.R., 2018. The strategic performance of Bangladeshi
private commercial banks on post implementation relationship marketing. International
Journal of Emerging Trends in Social Sciences. 2(1). pp.28-33.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1).pp.61-95.
Nyuur, R.B., Brecic, R. and Debrah, Y.A., 2018. SME international innovation and strategic
adaptiveness. International Marketing Review.
Pyper, K. and et. al., 2019. Investigating international strategic brand management and export
performance outcomes in the B2B context. International Marketing Review.
Shilbury, D. and et. al., 2020. Strategic sport marketing. Routledge.
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