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Added on  2020-10-22

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Strategic marketing ofAmazon in Romania

Executive summaryStrategic marketingis all assessing the consumer needs and requirements so as to find out whatis important for them and why a particular brand is purchased. The present study is aboutstrategic 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 isfollowed by discussing the market entry strategy, segmentation, targeting, 7ps theory and portersgeneric strategy to gain competitive advantage in the nation. The study reveals that the companyshould launch its sweets and biscuits in Romania on account of good market share of the productand need for consumers to have some healthy food options. But it is also true that the productmay face competition from other brands that have a established presence in Romania. Thecompany 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 ContentsINTRODUCTION ...........................................................................................................................................4PESTLE ANALYSIS OF ROMANIAN ONLINE RETAIL SECTOR..........................................................................4DESCRIBE THE MODES OF MARKET ENTRY FOR AMAZON GROCERY IN ROMANIA AND RECOMMEND THE MOST APPROPRIATE STRATEGY...................................................................................................................7APPLY CONCEPT OF MARKET SEGMENTATION AND TARGETING AND CRITICALLY EVALUATE POTENTIAL TARGET MARKET FOR SWEETS AND BISCUITS OF AMAZON GROCERY .......................................................8INSERT DIAGRAM OF PORTER’S COMPETITIVE ADVANTAGE AND EXPLAIN COST DIFFERENTIATION, COST LEADERSHIP AND FOCUS STRATEGY............................................................................................................9CONCLUSION ............................................................................................................................................11RECOMMENDATIONS ...............................................................................................................................12REFERENCES..............................................................................................................................................13

INTRODUCTION Strategic marketing is a method by which a company differentiates itself from rivals bycapitalizing on strengths so as to provide better product and service value. The aim of presentreport is to make the readers understand about how strategic marketing tactics can be appliedwhen a firm is planning to make an entry into a new nation with a new product (Choksi andet.al., 2016). This can be done by focusing on objectives being analyzing the internal andexternal environment of company; developing a strategic marketing plan and managingresources 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 tostudy strategic marketing of Amazon Grocery as it is planning to launch sweets and biscuits inRomania. Focus will be given on carrying out PESTLE analysis of Romanian online retail sectorso as to assess opportunities and threats. Emphasis will then be given on segmentation andtargeting; recommending one out of Porter’s generic strategy and deciding the suitable entrymode for the company in the nation. PESTLE ANALYSIS OF ROMANIAN ONLINE RETAIL SECTORPestle analysis can be defined as a framework to assess macro environmental factors that putan impact on any organization. These include political, sociocultural, legal, environmental,technological and economic factors (Lillqvist and Louhiala, 2014). A proper introduction ofAmazon with its product being books in Romanian market can only be done when the companyis aware of the PESTLE factors that it may face in the nation. This will help to find out overallsuccess rate of the product in market. Political – There are different regulations such as trade policy, taxes, etc. that are their toconduct political environment, government policies that are present in any nation andhow it puts an impact on working of organization. In the country, political stability assiststo Amazon to develop their significant advantages in different areas with the new system.Romania has got the presence of a stable political system that is beneficial for growth ofAmazon in the nation. However, the country suffers from high rates of corruption andbribery which may negatively impact working of Amazon. But the recent changes in EUhave ensured that government is in a process of creating a more honest nation (Palmetierand et.al., 2016).

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