Analyzing Strategic Marketing: Case Study of Amazon and Customer-Centric Approach

Running head: STRATEGIC MARKETING
Strategic Marketing
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Executive Summary
The report has thrown light on analysing the statement “The best marketing strategies aren’t
top down, they’re outside in, starting with the customers’ needs and wants”. Amazon
Company has been taken as the case study as to understand and analyse the different kinds of
strategic marketing decisions which will be helpful in the success of the company. There is
different usage of the literature reviews which helped in evaluating that the success of the
company is based on effective kind of strategic planning that is customer oriented in
approach.
The overall analysis of the company Amazon has helped in showcasing that web technology
usage is one of the major factors which has proved to be beneficial for success. However, in
order keep the customers first, Amazon has been able to open different physical stores in
various locations, and through the same, Amazon has been able to utilize the 4Ps marketing
strategy along with segmentation, targeting and positioning. Additionally, the organization
has been able to develop the strengths along with positioned themselves as the global giant.
As the company has become customer-focused, therefore there are other competitors in the
market who are using the online services, and it increased the overall competition.

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Table of Contents
Chapter 1- Introduction..............................................................................................................3
Overview of Amazon.............................................................................................................3
Chapter 2- Strategic and Tactical Planning................................................................................5
2.1 Tactical Marketing Plan of Amazon................................................................................6
2.2 Mission and Vision of Amazon........................................................................................7
2.3 Tactics and Strategies.......................................................................................................8
2.4 Action and Control...........................................................................................................8
Chapter 3- Analysis of Marketing Strategies of Amazon..........................................................8
3.1 Internal Strategy of Marketing of Amazon......................................................................9
3.2 4Ps Marketing Mix Strategy of Amazon.......................................................................10
3.3 Segmentation Strategy of Amazon.................................................................................12
3.4 Targeting Strategy of Amazon.......................................................................................13
3.5 Positioning Strategy of Amazon....................................................................................14
3.6 Analysis of Strategic Gap...............................................................................................16
3.7 Recommendations and Forecasting of Scenario............................................................17
Chapter 4- Conclusion and Recommendations........................................................................18
References................................................................................................................................20

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Chapter 1- Introduction
The report throws light on the overall analysis of the particular statement “The best
marketing strategies aren’t top down, they’re outside in, starting with the customers’ needs
and wants.” With the help of the Amazon company as the case study, the major aim and
purpose of the report are to analyse whether customer service helps in driving the decisions
related to strategic marketing in the respective organization with the help of the different
literature reviews which will be conducted.
Overview of Amazon
Amazon is one of the American e-commerce company which is specializing in selling
the different kinds of products and services through the help of internet. The company has
been founded in Seattle, United States and it was founded in the year 1994 by Jeff Bezos
(Amazon.com 2019). The areas served by Amazon is worldwide and the products which are
sold by them are different kinds of apparels, electronic devices along with the other products
which has helped them in improving their status. In the past few years, Amazon have been
able to generate considerable revenues in the market, and till the year 2018, there has been an
increasing of US$232.887 billion.
As opined by Zupic and Čater (2015), the respective organization has been able to
take competitive advantage with the implementation of web-technology as to become one of
the industrial giants in comparison to the other giant companies present in the market. Due to
the respective approach, the company has been able to create a huge deal of sales as the main
aspect is the better internet marketing along with the processes which are inclusive of the
online transactions. From the year of incorporation of the business of Amazon, the major
vision of the organization is to put forth the development of the various strategies for the
overall research and development of the infrastructure related to technology (Wolf and Floyd

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2017). Due to the proper implementation of web technology, it has helped the company in
becoming a world-leading leader in the retail business. Due to the same, the company has
been able to progress in the selling of the different other products which is exclusive of the
accessories, apparels and other items except selling books to the customers.
Figure 1: Annual Net Sales of Amazon
(Source: Welford 2016)
From the diagram, it can be identified that the net sales of Amazon have gradually
increased in the last few years and it has positively affected the overall growth of the firm. In
order to maintain their successful position in the competitive business environment, the
respective organization tried to develop a successful strategy named customer-centric
approach which helps in promoting both external and internal marketing aspects. The main
aim of Jeff Bezos was to satisfy the different requirements of the customers and he tried to
focus that the customers are the major assets of the company who should be valued and these

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are the various aspects through which the overall business will be able to enter into new
ventures and become competitive.
The respective report will be analyzing the different marketing strategies which have
been adopted by Amazon which will be discussing the strategic marketing plan, various
procedures of implementation along with the role of marketing (Waddock and Bodwell
2017). Proper and detailed analysis is required to be adopted for the marketing strategies of
Amazon along with recommendations to be provided which will be beneficial in improving
the overall scenario effectively.
Chapter 2- Strategic and Tactical Planning
As commented by Stead and Stead (2017), the strategy refers to the different plans
and actions which assists the companies in achieving certain goals effectively and
appropriately. As per the tactical planning of the company, it is inclusive of the direction of
the company which helps them in acquiring the competitive advantage over the long-term in
the market. As argued by Schlegelmilch (2016), the respective contingency related plan will
be helpful in configuring the various resources along with skills as to meet the different
expectations of the various customers in the changing business environment.
The process of strategic planning is essential in providing the companies with daily
guidance in making and managing the various decisions and it is essential in evaluating the
overall progress and it will be defining the point of time wherein the company needs to
change as per the fluctuations which are caused in the business environment. As opined by
Pyo (2015), the major aim of the strategic planning is rendering efficient strategies related to
business and it will be helpful in allowing flexibility on the different changes in the
environment.