Strategic Marketing: Criticizing the Statement with Amazon as a Case Study

Strategic Marketing
Module

Table of Contents
INTRDOUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Strategic marketing is basically the use of the various marketing disciplines for the
purpose to achieve the end results through maintaining and developing a sustainable competitive
advantage. With the help of strategic marketing, it really helps in understanding how to promote
and price a product, which services to offers and which market to target. In this essay, the
organisation chosen is “Amazon”. The organisation is an American electronic commerce
organisation that specializes in selling of the services or the products over the internet. The
present essay uses Amazon as the case study organization to criticize the statement “ The best
strategy of marketing are not top down, they are outside in, starting with the customers wants and
needs. In addition to that, it involves the use of the various academic literatures for the purpose to
evaluate the voice of the customers driving strategic marketing decisions in the company.
MAIN BODY
Stakeholder analysis is basically the process of assessing potential changes and system
changes in relation to the interested parties and relevant parties. The major focus in the process
of stakeholder analysis is identification of the individuals prior the beginning of the project. In
reference to Amazon, the main internal stakeholders of the company are the directors and the
officers. In context to organization, the shareholders are basically considered to be the most
powerful stakeholders (Siewe Wadeu and Ndjuta Bidzoh, 2021). In context to the external
stakeholders of the organisation, it basically comprises of the local communities, customers,
competitors, online sellers and the government. In the company, approximately 197 million
consumers visit the website each month. A lot of individuals have Amazon Prime Memberships
in the USA. In addition to that, the organisation takes the complaints of the customers very
seriously and also giving tough competition to the global giants. The organisation also pay much
emphasis on the communication with the stakeholders and also the website comprises of the
variety of information which covers and addresses the queries and issues of the stakeholders. In
case of the customer analysis, it is basically the process through which data from the behaviour
of the customer is generally used for the purpose to carry out effective decisions and also this
information is used by the organisation for the site selection, direct marketing and the customer
relationship management. In case of Amazon, the customer analysis consists of the middle and
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