Strategic Management of Amazon Task

STRATEGIC MANAGEMENT OF AMAZON
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STRATEGIC
MANAGEMENT OF
AMAZON
System04121
3/17/2020

STRATEGIC MARKETING OF AMAZON 1
Contents
ABSTRACT..............................................................................................................................5
INTRODUCTION......................................................................................................................5
Product...................................................................................................................................6
Structure of the report...........................................................................................................7
STRATEGIC PLANNING........................................................................................................8
2.1. marketing Plan....................................................................................................................9
2.2 mission and vision..........................................................................................................10
2.3 Strategies of amazon......................................................................................................11
2.4 Action.............................................................................................................................11
AMAZON’S MARKETING ANALYSIS...............................................................................11
3.2. Amazon’s 4Ps....................................................................................................................12
Amazon’s Product............................................................................................................13
Amazon’s Place................................................................................................................14
Amazon’s Promotional.............................................................................................................14
Amazon’s Price................................................................................................................15
3.3. Segmentation Strategy..................................................................................................16
3.4 Targeting Strategy..........................................................................................................17
3.5 Positioning..................................................................................................................18
3.6 gaps analysis...................................................................................................................19

STRATEGIC MARKETING OF AMAZON 2
3.7 Recommendations..............................................................................................................19
Competitive advantage of Amazon...................................................................................21
CONCLUSION AND RECOMMENDATIONS.................................................................22
Appendices...............................................................................................................................23
REFRENCES...........................................................................................................................23

STRATEGIC MARKETING OF AMAZON 3
ABSTRACT
The paper criticizes Amazon's reasoning for being a case study organization: the right
marketing plans are not top-down, they start from the outside, start from the wishes and
expectations of consumers. "It uses various analytical writings to appraise how consumer
speech affects strategic marketing choices in that sector. The company's growth has centered
on a positive, customer-oriented corporate approach throughout its existence.
The study of the corporate marketing campaign reveals that Amazon is heavily focused on
the advantages of online technologies. However, since consumer was first installed, Amazon
has opened several physical outlets at various sites where, beyond division and placement,
Amazon is implementing 4Ps advertising techniques. While the commercial has recognized
possessions and located itself as a multinational frontrunner, it has been told, as many other
firms aspire for being consumer focused as various offline businesses come online, growing
competitiveness slowly.
INTRODUCTION
Amazon is a US e-commerce business that is focused on online distribution of goods and
services (John, 2017). The business took advantage of cloud technologies according to Dave
(2018) to become an industrial giant of electronic firms with substantial revenue through
improved internet marketing and data delivery. The organization was guided by long-term
ambition from its founding date in 1995 to 2003, which contributed to the adoption of
product infrastructure research and growth approaches (Fadikar, 2010). The firm has also
gradually expanded its net profits to become a major seller worldwide (Shaughnessy, 2012)
and the commercial eventually extended its possibility, including the operational bookstore,
by selling various other goods and services.

STRATEGIC MARKETING OF AMAZON 4
Amazon is one of the 500 fortune corporations founded in 1995 by Jeff Bezos. The first move
in e-commerce has been made. Originally it was referred to as Cadabra. Amazon's growth
was a gradual and steady one; the company concept was unique and introduced in the 1990
dotcom era. Amazon set up a solid base after early sluggish growth and made a income of
$2.5 million at the close of its fourth year on the sector. The growth never stopped and the
latest insights in the e-commerce industry were exposed to Amazon. In 2005 the income rose
to 359 million dollars and in 2006 to 190 million dollars. This was CEO Jeff Bezos '
management ideology. Total revenues of Amazon rise from 24,509 billion dollars in 2009 to
61,093 billion dollars in 2012 (2013a) quarterly. The latest 2013 quarterly forecast reveals
that net income will rise to $34 million, which reverses the declining trend in revenues
(2013b). Amazon's goal line is not about delivering merchandise, but their path to growth is
to think to consumer satisfaction (Bell and Zemke, 2013). Amazon's present position is that it
would not identify itself as a retailer or distributor. By improved distribution strategies and
other key business functions, they have established new e-market technologies
Product
New goods have been introduced to the roster since Amazon's founding, and offerings have
been steadily enhanced. Amazon has three product groups, namely television, software and
general products, among several groups of which Amazon Business Solution is the most
relevant one. It demonstrates that you can purchase something in Amazon shops through the
Amazon Marketplace. Amazon's most significant and top-business is to offer books, and the
shift against books prices in mainstream shops is generally based on the reality that Amazon
cuts. It is also blamed that Amazon has deprived Amazon Kindle of the conventional
bookshops market. The business Amazon type’s main offering is presently Amazon's biggest
seller. It is compact and identical to a standard book if a3-book cover is attached to this

STRATEGIC MARKETING OF AMAZON 5
package. The key features are. The Amazon typeset style is designed so that consumers can
interpret the paper through a font size change.
The business has established a market development marketing plan completely tailored,
including interior and outside advertising (Amazon, 2015). The business has a policy for
market success.