MKT00720: Evaluating Marketing Strategies of Amazon Australia

This report provides an analysis of Amazon's marketing strategies in Australia, focusing on improving their services and addressing the impact of globalization and the internet on their performance. It examines the nature of Amazon Australia’s marketing strategy, strategic marketing options, and non-traditional promotional strategies such as social media, email marketing, website promotion, and search engine optimization. The report highlights the use of the Glocal strategy, the importance of understanding consumer behavior, and the implementation of both traditional and modern marketing techniques. It also discusses the competitive landscape, including key competitors like Wesfarmers and Woolworths, and recommends strategies for enhancing organizational performance, such as focusing on customer needs, cost-effective approaches, and quality service delivery through initiatives like Amazon Prime. The conclusion emphasizes the effectiveness of various marketing strategies in attracting consumers and sustaining a competitive position in the Australian market.

Running Head: MARKETING
MARKETING

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Executive Summary
The main aim of this report is to analyse the marketing strategies for Amazon to improve
their services in Australia. Globalization and the internet could directly affect the
performance of the company. Both components facilitate the origination of significant change
in the business. The Internet is very imperative in the business as it enhances the probabilities
of success. Many organizations have launched their products and services on the internet,
after the innovation of the internet. These factors have affected the market of offline business
so online companies have become a major challenger for the offline firm. Amazon is the
largest internet retailer among all online companies. It considers several industries which are
cloud computing, electronic commerce, daily based products, and artificial intelligence.
Amazon Company is founded by Jeff Bezos in 1994. It is a multinational company which is
established in Seattle, Washington. This company deals with several countries. This report
presents the marketing strategies that are used by Amazon at the time of operating their
business in Australia. It also recommends strategies for improving the organizational
performance.

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Table of Contents
Introduction................................................................................................................................4
Background of Company...........................................................................................................4
Marketing Analysis....................................................................................................................5
Nature of Amazon Australia’s Marketing Strategy................................................................5
Strategic Marketing Options...................................................................................................6
Non-traditional promotional and marketing strategies...........................................................7
Social Media.......................................................................................................................7
Email marketing..................................................................................................................7
Website promotion..............................................................................................................7
Search engine..........................................................................................................................7
Conclusion..................................................................................................................................8
References................................................................................................................................10

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Introduction
In an organization, marketing is an essential activity because it facilitates the company to
influence their specified consumers by considering marketing activities. Marketing plays an
imperative role in the organization as it involves several factors like target market research,
customer behaviour analysis, desire and demands, trends of market, advertisement and
promotion (Wensley, 2016). Hence, it is very important for every organization to easily
obtain their desired and accurate goals in an appropriate manner by maintaining their
marketing processes.
Further, it discusses many marketing strategies in the favour of Amazon Austral to improve
their performance. The company is a big player in the online business but the company had
tackled many challenges in the Australian market, due to the presence of key competitor
organization such as Wesfarmers, Woolworths, commonwealth bank, foster and other online
companies.
Amazon has started its business in Australia in November 2013 and it made their good brand
image in the marketplace (Baker and Saren, 2016). In addition to this, the company has to
maintain its position in the marketplace by implementing a reliable and appropriate strategy
of marketing and also it will encourage their employees for conducting an appropriate
relationship with their specified consumers to enhance market share of the company.
Background of Company
By the end of 2013, Amazon has started its business in the Australian market with their
crucial traditional strategy named as Glocal. Through this strategy, Amazon enters into
several countries and starts their business. The key purpose of this approach is to “think local
and go global” (BBC, 2018). As per this strategy, the company has extended their business at
the global level. For increasing organizational performance, the company can offer a different
type of offers on the purchase of products and services for changing the consumers

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purchasing behaviour. Besides this, the company has opened various centres for products
storage, packing and deliver their goods to their customers at least time (Amazon, 2018).
Marketing Analysis
Nature of Amazon Australia’s Marketing Strategy
Marketing is a potential and long-term approach and it comprises several factors. The main
aim of implementing this method is to obtain good benefits in the business. Analysis of
marketing could consider three components that are current situation analysis, goals setting
for future, and analysis of appropriate strategy. It will support to obtain the goal of the
organization. Moreover, the company can conduct its marketing activities and could easily
achieve their goals with a good profit in the specified marketplace (Cacciolatti and Lee,
2016).
Marketing strategy considers several factors like targeting and positioning, demands and need
of specified customers, monitoring, evaluation of consumer’s behaviour, and promotional
tactics. Further, the company is required to implement consistent and accurate methods for
the attainment of preferred goals and obtaining good profit in the business. The strategy of
marketing is practised by Amazon for spreading its business into various parts of the world
(Patrutiu-Baltes, 2016).
When Amazon started their business in the Australian market then it used the Glocal
marketing strategy method for attracting potential consumers and make a successful business.
In addition to this, it is also analysed that this approach was supportive for increasing the
growth of their business and overall progress in the specified marketplace. This marketing
strategy also enables the organization to analyse the behaviour and requirements of its
customer. Consequently, the company would be capable to easily satisfy their customers due
to the depth understanding of their needs (Crane, Kawashima, and Kawasaki, 2016).

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The organization implemented not only traditional but also the modern technique of
marketing in order to attract its specified customers and became the first preference of the
target audience in the Australian market. It is also analysed that these methods could be
effective for increasing the awareness of products and services among the huge amount of the
consumers in the least time. It also supports to make a distinctive image in the marketplace.
In this marketing strategy, promotional activities play a critical role as it enables the company
to sponsor its goods and services in the specified market and set up the brand image of the
organization in the market (Kingsnorth, 2016).
Strategic Marketing Options
The Australian market has been a profitable market for the e-commerce organization. Over
the last decades, the e-commerce market of Australia is increased by 10% to $10.5 billion.
But, at the same time, it is also analysed that organization is expected to increase their growth
by $11.7 billion. In addition, it is analysed that the entrance to online business increases the
possibilities of getting higher profit form the e-commerce sector. Further, the multiple
payment ways enable the organization to retain their consumers for long-term (Nagle, and
Müller, 2017). In addition, it is also examined that Amazon can use effective strategy for
delivering their products and services in expected time, which would be effective for making
a favourable image in the consumer’s mind.
In addition, it is also analysed that an organization should use consumer approach by which
they give preference to needs of consumers and concentrate on making a reliable relationship
with them. Furthermore, the organization would concentrate on those consumers who use
offline methods for purchasing goods and services and could use a suitable method for
attracting them to use the online method (Charter, 2017). In addition, it is also addressed that
the company could sue the cost-effective strategy as it would lead to target a large amount of
the consumers and supports to obtain higher benefits. It is also examined that the organization

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could target their consumers on the basis of their demands and wants for obtaining higher
profits. Furthermore, it will support to boost the performance of the firm together with
increasing the satisfaction level of the consumers (Strauss and Frost, 2016). The following
approaches are used by Amazon for increasing their performance in Australia in the
upcoming year:
Non-traditional promotional and marketing strategies
Social Media
Amazon should use digital media marketing approach for promoting their goods and services
among consumers. In the current ear, it is analysed that more than 80% of consumers use the
social media hence this technique will be essential for increasing awareness about goods and
services of the firm (Hunt, 2018).
Email marketing
Email marketing method is also an essential method for improving the performance of the
organization. It also enables the organization to directly communicate with their targeted
consumers about their needs. Further, it is effective for promoting and advertising the firm’s
products and services Strauss and Frost, 2016). Moreover, the application of digital
marketing approaches could be effective for increasing the demand for goods and services in
limited time and cost. It could also support the organization to expand their business and
obtain higher competitive benefits.
Website promotion
Website promotion is another effective strategy for pooling the consumers at the same place
and obtains higher profit. The organization could promote their websites to increase
awareness of products and services among specified consumers (Sargeant and
MACQUILLIN, 2016). This platform is effective for increasing profitability, revenues, and
sales of the organization.

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Search engine
The search engine is effective for discovering information about products and services by
considering different sources like Google and Yahoo. Further, it will support the organization
to increase the revenues and sales of the firm in limited time and cost. Amazon could use
non-traditional media strategies for the accomplishment of the organizational goal and
gaining the revenue of consumers in limited time and cost. Further, it is also analysed that
organization could cover those consumers who did not use online methods to cover a huge
amount of the consumers. In addition, it is also examined that organization should deliver
their goods and services with quality, which could be effective for making a reliable decision
(Krush, Agnihotri and Trainor, 2016). Currently, the company has used Amazon Prime in the
Australian market for delivering prompt services to their consumers in the least time and cost.
Moreover, it is also analysed that organization should keep the quality of their goods and
services and would be effective for maintaining brand image among their specified
consumers. In addition, it is also examined that the organization could also use search engine
marketing strategy for sustaining the position of the organization in the marketplace (Hunt,
2018). In addition, the organization should use the centric approach for obtaining the
competitive benefits. Amazon invests $13.7 billion to increase the performance of the
organization. In addition, it is also examined that company has direct competition with many
organization such as Wesfarmers and Woolworths. Moreover, it is addressed that the
organization should identify the needs and wants of consumers to obtain higher profit
(Strauss and Frost, 2016).
Conclusion
With respect to the above interpretation, it can be summarized that Amazon uses many
marketing strategies for the accomplishment of the desired goal. It could also be effective in
attracting a huge amount of the consumers in the least time and cost. It can also be

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summarized that the organization operates in more than 188 countries. It can also be
illustrated that Amazon faces many issues at the time of dealing with the market of Australia.
Moreover, it can also be summarized that organization should use centric approach for
attracting the consumers with respect to the products and services. In addition, it can also be
illustrated that Amazon could sue many strategies to operate their business like email
marketing, search engine, digital marketing, and web promotion. These techniques will
enable the organization to promote their products and services among the huge amount of the
consumers in less time and cost. For maintaining their sustainability, the organization should
use Amazon prime as it is an effective technique for delivering the goods and services of
consumers in less expected time. It will be effective for making the positive relationship
between organization and employees. Further, it can also be summarized that organization
could use cost-effective approach by it offers their services in reasonable cost to their
consumers.

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References
Amazon. 2018. Amazon in Australia [online]. Available at:
https://blog.aboutamazon.com.au/amazon-in-australia. [20/09/2018].
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. USA: Sage.
BBC. 2018. Amazon's arrival set to shake up Australia's retail sector [online]. Available at:
https://www.bbc.com/news/business-42233752. [20/09/2018].
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing
capabilities and firm performance: The moderating role of market orientation, marketing
strategy and organisational power. Journal of Business Research, 69(12), pp.5597-5610.
Charter, M., 2017. Greener marketing: A responsible approach to business. UK: Routledge.
Crane, D., Kawashima, N. and Kawasaki, K.I. eds., 2016. Global culture: Media, arts, policy,
and globalization. UK: Routledge.
Hunt, S.D., 2018. Advancing marketing strategy in the marketing discipline and beyond:
from the promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing
Management, 34(1-2), pp.16-51.
Kingsnorth, S., 2016. Digital marketing strategy: an integrated approach to online
marketing. USA: Kogan Page Publishers.
Krush, M.T., Agnihotri, R. and Trainor, K.J., 2016. A contingency model of marketing
dashboards and their influence on marketing strategy implementation speed and market
information management capability. European Journal of Marketing, 50(12), pp. 2077-2102.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing
more profitably. UK: Routledge.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V, 9(2), p.61.

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Sargeant, A. and MACQUILLIN, I., 2016. Marketing for nonprofit organisations. In The
Marketing Book (pp. 555-576). UK: Routledge.
Strauss, J. and Frost, R.D., 2016. E-marketing: Instructor's Review Copy. UK: Routledge.
Wensley, R., 2016. The basics of marketing strategy. In The marketing book (pp. 75-107).
UK: Routledge.