Strategic Marketing of Amazon in Romania

Strategic marketing of Amazon in Romania

Executive summary
Strategic marketing is all assessing the consumer needs and requirements so as to find out what
is important for them and why a particular brand is purchased. The present study is about
strategic marketing of sweets and biscuits to be sold by Amazon grocery in Romania market.
Hence a PESLTE analysis of online retail market of Romania has been carried out. This is
followed by discussing the market entry strategy, segmentation, targeting, 7ps theory and porters
generic strategy to gain competitive advantage in the nation. The study reveals that the company
should launch its sweets and biscuits in Romania on account of good market share of the product
and need for consumers to have some healthy food options. But it is also true that the product
may face competition from other brands that have a established presence in Romania. The
company is thus required to target all consumers (male or female) in the range of 4 to 60 years.
The need is to focus on reasonable pricing and promoting it as a healthy product.

Table of Contents
INTRODUCTION.......................................................................................................................................4
PESTLE ANALYSIS OF ROMANIAN ONLINE RETAIL SECTOR.......................................................4
DESCRIBE THE MODES OF MARKET ENTRY FOR AMAZON GROCERY IN ROMANIA AND
RECOMMEND THE MOST APPROPRIATE STRATEGY......................................................................6
APPLY CONCEPT OF MARKET SEGMENTATION AND TARGETING AND CRITICALLY
EVALUATE POTENTIAL TARGET MARKET FOR SWEETS AND BISCUITS OF AMAZON
GROCERY..................................................................................................................................................8
INSERT DIAGRAM OF PORTER’S COMPETITIVE ADVANTAGE AND EXPLAIN COST
DIFFERENTIATION, COST LEADERSHIP AND FOCUS STRATEGY................................................8
RECOMMENDATIONS...........................................................................................................................10
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................12

INTRODUCTION
Strategic marketing is a method by which a company differentiates itself from rivals by
capitalizing on strengths so as to provide better product and service value. The aim of present
report is to make the readers understand about how strategic marketing tactics can be applied
when a firm is planning to make an entry into a new nation with a new product (Choksi and
et.al., 2016). This can be done by focusing on objectives being analyzing the internal and
external environment of company; developing a strategic marketing plan and managing
resources so that objectives of company are attended (Ododo, Mulholland and Turner, 2015).
As a marketing consultant of Ashanti Marketing Solution an attempt has been made to
study strategic marketing of Amazon Grocery as it is planning to launch sweets and biscuits in
Romania. Focus will be given on carrying out PESTLE analysis of Romanian online retail sector
so as to assess opportunities and threats. Emphasis will then be given on segmentation and
targeting; recommending one out of Porter’s generic strategy and deciding the suitable entry
mode for the company in the nation.
PESTLE ANALYSIS OF ROMANIAN ONLINE RETAIL SECTOR
Pestle analysis can be defined as a framework to assess macro environmental factors that put
an impact on any organization. These include political, sociocultural, legal, environmental,
technological and economic factors (Lillqvist and Louhiala, 2014). A proper introduction of
Amazon with its product being books in Romanian market can only be done when the company
is aware of the PESTLE factors that it may face in the nation. This will help to find out overall
success rate of the product in market.
 Political – This includes all the government policies that are present in any nation and
how it puts an impact on working of organization. Romania has got the presence of a
stable political system that is beneficial for growth of Amazon in the nation. However the
country suffers from high rates of corruption and bribery which may negatively impact
working of Amazon. But the recent changes in EU have ensured that government is in a
process of creating a more honest nation (Palmetier and et.al., 2016).
 Economic – these are those policies of a nation that determine its economic performance
and thus impact working of company. The present economic conditions of Romania are
quite stable one. This has been fuelled by an increase in minimum wage rate from