Amazon Brand Management: Competitive Landscape and Strategy

This report provides a comprehensive analysis of Amazon's brand management, focusing on its market position, competitive landscape, and strategic objectives. It begins with an executive summary and then delves into the history and background of Amazon, highlighting its evolution from an online bookstore to a global e-commerce giant. The report outlines the objectives of a brand audit, emphasizing the assessment of brand equity and identification of growth opportunities. It then offers an overview of the competitive environment, including key players like Alibaba and eBay, and discusses Amazon's strategies for navigating the Australian market, including challenges related to geographical distance and competition from local retailers like Woolworths. The report suggests recommendations for enhancing Amazon's brand presence and competitiveness, including a potential physical store concept similar to Amazon Go. The report concludes with a list of references used for the analysis.

Running head: BRAND MANAGEMENT
Brand Management
Name of the Student
Name of the University
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Executive Summary
Amazon.com is doing business as Amazon that is one of the biggest American e-
commerce along with cloud computing store in Seattle, Washington. As per the total sales, the
Amazon Company is the second largest retailers in the entire world. The tech giant started as the
online retailers of books and then it diversified their business into different other sections that
included food, toys, furniture and jewelry. The current revenue that has been earned by Amazon
is US$135.98 billion and the total assets that has been earned by the company is around
US$83.402 billion
In the year 2015, the tech giant Amazon surpassed Walmart as most valuable retailer in
Australia by the capitalization of the market. The Amazon is the most valuable public company
in the entire world and the largest internet organization by revenue in the entire world. The
employees who are working in the respective company are 541,900, they are performing well,
and it has gained competitive advantage in the entire market.
The report will help in understanding the current position of Amazon in the entire
competitive market that is operating at a commercial level along with level of brand. This will
help in increasing the brand equity that is based on consumers. This helped them in continuing
to win the market of Australia against the different competitors in the market.
A proper statement of positioning, roadmap of brand strategy along with different four
key strategies has been proposed in order to help Amazon amongst the different shoppers in
Australia. The different winning position and basket size of the loyalty-based customers in the
market will help them in increasing the customer base and it will increase the footprint of the
store to compete the other competitors in the market.

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Table of Contents
Executive Summary.........................................................................................................................1
History and Background..................................................................................................................4
Objectives of the brand audit...........................................................................................................4
The competition and the industry - an overview.............................................................................5

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History and Background
The company Amazon.com was founded by Jeff Bezos wherein his efforts has been
described his different efforts in order to fend off different regrets for not participating in the
entire business boom during that specific period (Kousha and Thelwall 2015). The entire
company began as the online book retailer store and then it became online and it provides the
different customers in the 1995.
The Amazon Tech giant is one of the largest retailers in the entire world that was founded
by Jeff Bezos in the year 1994, in the month of July (Keller and Kotler 2016). Amazon.com was
opened in the year 1994 as one of the biggest retailer of books and later they diversified their
business into other divisions that included software, jewelry along with other TVs. Amazon has
been one of the largest providers of services of cloud infrastructure in the entire competitive
market. Amazon has separate retail websites for different countries that included United States,
Australia, Germany, and Spain along with Australia.
The Amazon Company has even offered different international shipping to different
countries for few of the products. In the year 2015, Amazon surpassed E-Bay as the retailers of
the capitalization of the market. Furthermore, in the year 2017, Amazon has acquired whole food
market for $13.4 billion and this helped them in increasing their presence in the entire
competitive market (Kotler 2015).
Objectives of the brand audit
The brand audit of Amazon Inc. will consist of an elaborate and comprehensive analysis
of the Amazon e-market. The primary aim of the brand audit is to display the various sources of

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equity, even suggest the methods to which shall help the company to improve the financial
budgeting and leverage the equity that is currently in the ownership of the company. The brand
audit that will be undertaken will be in two parts, which will comprise of a brand inventory and a
brand exploratory with recommendations for both (Dev and Keller 2014). The elements of the
inventory will be laid out initially, which will then take the path ahead for the explanatory
portion. The primary objective of the brand audit is to reveal fresh growth opportunities for the
company and suggest a way by which the new customers as well as the existing customers of the
company can be catered. If the brand follows this, Amazon will be able to lead a sustainable and
long-term life.
The competition and the industry - an overview
The global e-commerce market is in a state of expansion as well as consolidation. With
the advent of digitalization and m ore consumers buying goods digitally, the global e-commerce
sales are on a constant rise. There are two international players in the market, the first being
Alibaba, which is a Chinese website and the second being Amazon (Hair Jr and Lukas 2014).
The companies have been trying extremely hard to widen their reach in the given market by
continuously investing in the emerging markets.
E-marketing experts have predicted that the global e-commerce sales were around $2.290
trillion in 2017 and will be at a high value of $4.479 trillion at the end of the 2021 era.
.

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Figure 1: E-commerce sales Report prediction
(Source: Armstrong et al. 2015)
Amazon has various competitors around the globe, which range from Alibaba, Flipkart,
E-Bay, Spencer’s and others (McDaniel and Gates 2013). However, Amazon has been doing
considerably well as compared to its competitors in the industry.

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In the emerging markets, there have been local companies who have been giving a tough
competition to the brand. Amazon has been coming out with various strategies to cope with the
competition.
In the Australian market, the company has been able to experience a high growth rate
despite the power of the local companies (Armstrong et al. 2015). There is a problem with
respect to the company as the distance in Australia is very huge. If the company wants to deliver
goods, it will need to cover a huge distance.
The biggest threat of Amazon in Australia is Woolworths and E-Bay. They have an
advantage over Amazon in the sense that the company does not have a physical presence in the
country and only an online presence (Amazon.com.au. 2018). On the other hand, Woolworths
sell the same products as Amazon and has a physical store, which helps it to catch the eye of the
consumers and become popular. Hence, even Amazon should try to implement a concept like
Amazon Go, which will initiate the presence of a physical store especially in a large geographic
country like Australia.

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References
Amazon.com.au. ,2018. Amazon.com.au: Shop online for Electronics, Apparel, Toys, Books,
DVDs & more. [Online] Available at: https://www.amazon.com.au [Accessed 27 Jan. 2018].
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Dev, C.S. and Keller, K.L., 2014. Brand revitalization. Cornell Hospitality Quarterly, 55(4),
pp.333-341.
Hair Jr, J.F. and Lukas, B., 2014. Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Keller, K.L. and Kotler, P., 2016. Marketing management. Pearson.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Kousha, K. and Thelwall, M., 2016. Can Amazon. com reviews help to assess the wider impacts
of books?. Journal of the Association for Information Science and Technology, 67(3), pp.566-
581.
McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.