MKTG864 - Amazon's B2B Co-Creation: Applied Marketing Concepts 2018

This essay examines how Amazon utilizes co-creation principles within its B2B operations, focusing on the role of digital, social, and mobile marketing tools. It highlights Amazon's use of co-creation to enhance innovation, solve user challenges, and expand its international business activities. The analysis covers how Amazon leverages quantity offers, discounts, and online research to understand customer needs and boost market share. The essay also discusses the application of digital tools and social media strategies, including marketing research, social media platforms, and innovative marketing analyses like PESTLE, SWOT, and Porter's Five Forces, to foster co-creation opportunities and compete effectively in foreign markets. Ultimately, the study concludes that co-creation is vital for Amazon's B2B success, enabling the company to expand its app store, Amazon Echo, video, and ComiXology offerings.

Running head: Applied marketing concepts
Applied marketing concepts
2018

Applied marketing concepts
Table of Contents
Introduction.................................................................................................................................................3
How Amazon provides/encourages co-creation opportunities in B2B.........................................................3
Conclusion...................................................................................................................................................4
References...................................................................................................................................................4
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Applied marketing concepts
Introduction
The main objective of this task is to depict ample of information about co-creation
principles that help Amazon to grow and survive business internationally. It discusses that how
Amazon encourages co-creation opportunities in B2B. Amazon is an American electronic
commerce and cloud computing Corporation which is one of the biggest internet retailers in the
world evaluated by market capitalization and revenue. The firm has separate and unique retail
website for the United States, France, Italy, Australia, Japan, Indian, Spain, Germany and
Mexico.
How Amazon provides/encourages co-creation opportunities in B2B
It is stated that co-creation has been initiated in various innovative and designer projects,
bringing several stakeholders together and generating a shared and unique understanding and
new ideas through participative and creative approaches. Co-creation between the countries,
employees, suppliers and consumer develop and enhance new innovations which genuinely solve
the various issues and challenges of the end user. Apart from this, co-creation is further needed
to create connectivity in various countries. With effective and dynamic co-creation, Amazon has
been able to expand and explore the business activities and operations internationally (Lee,
Jaatinen, Salmi, Mattelmaki & Smeds, 2018). The products of the firm are sold by the ample of
suppliers directly via the B2B platform. For this purpose, Amazon also selects suitable naming
conventions, and monitoring strategy in the international market. In B2B, products information is
quite different and must therefore be adopted and used to individual needs and requirements.
Various factors including number of buyers, order approval, purchasing volume, risks, value of
orders and market players could affect the sale and market share of the company international.
Thus, co-creation principles are used to boost market share and stand out over the competitors. It
is noted that Amazon saves for B2B customers through quantity offers and discounts (Lee,
Jaatinen, Salmi, Mattelmaki & Smeds, 2018).
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Applied marketing concepts
Due to B2B, the customers are able to understand and evaluate the adverse and favorable
aspects and impacts of the process, apart from this the benefits and advantages of online
shopping. Social media, digital marketing and mobile marketing are becoming an integral part of
each and every business. Further, this also helps in encouraging co-creation opportunities in
B2B. A marketing research and survey is conducted to promote co-creation in the international
market. Approx 94% of business customers prefer to conduct prior marketing and online
research before buying the products in the business environment (Ramaswamy & Ozcan, 2018).
Amazon business renders new opportunities in B2B trade and typical and innovative solutions
that offer business target audience with a high degree of mechanization. The company uses
various digital tools including socrative, Prezi, and SelfCAD to promote co-creation
opportunities in the international market. Moreover, social media techniques such as Twitter,
Facebook, Blogs, pinterest, publishing websites are being used by Amazon to encourage the co-
creation opportunities in B2B (Roberts & Darler, 2017). Apart from this, the firm uses
innovative marketing strategies such as pestle analysis, SWOT analysis and porter five forces
analysis also are being used by Amazon to compete with rivalries in the foreign market. The
social media channels and print media also help in the improving and encouraging the co-
creation opportunities in B2B.
Conclusion
It concluded from the above mentioned study that Amazon is one of the biggest and
growing internet retailers who is providing appstore, Amazon echo, video and ComiXology. The
co-creation principles play a vital role in enhancing the business in the B2B.
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Applied marketing concepts
References
Lee, J-J., Jaatinen, M., Salmi, A., Mattelmaki, T., & Smeds, R. (2018). Design Choices
Framework for Co-creation Projects. International Journal of Design, 12(2), 15-31.
Ramaswamy, V., & Ozcan, K. (2018). Offerings as Digitalized Interactive Platforms: A
Conceptual Framework and Implications. Journal of Marketing, Vol. 82 (July 2018), 19-
31.
Roberts, D.L., & Darler, W. (2017). Consumer co-creation: An opportunity to humanise the new
product development process. International Journal of Market Research Vol. 59 Issue 1.
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