Comprehensive Analysis of Amazon's Brand Performance and Strategies

This report provides a comprehensive analysis of Amazon's brand performance, exploring various aspects of its marketing strategies and overall brand management. It begins with an introduction to brand performance and its impact on organizational growth, focusing specifically on Amazon's position as a leading retailer. The analysis delves into Amazon's marketing mix, including product, place, promotion, and price strategies. The report examines Amazon's brand personality, emphasizing its sincerity, competence, and competitive spirit, alongside an evaluation of its brand equity and its significant growth in value. It then explores the brand's marketing environment, including the future competitive landscape, opportunities, and threats, as well as an overview of its competitors. Qualitative and quantitative analyses are presented, followed by a discussion of Amazon's target audience. The report concludes with a review of Amazon's brand extension strategy, including attributes, values, and the customer's lifestyle. The report provides a detailed understanding of Amazon's brand management, making it a useful resource for those interested in business and marketing.

BRAND PERFORMANCE

Table of Contents
INTRODUCTION...........................................................................................................................3
BRAND PERFORMANCE ANALYSIS........................................................................................3
Marketing mix:............................................................................................................................3
Brand personality.........................................................................................................................4
Brand equity.................................................................................................................................4
BRAND MARKETING ENVIRONMENT AND TRENDS..........................................................5
Future competitive environment..................................................................................................5
Opportunities...............................................................................................................................5
Threats.........................................................................................................................................5
Competitors..................................................................................................................................6
Qualitative and Quantitative analysis..........................................................................................6
Target Audience...........................................................................................................................7
BRAND EXTENSION STRATEGY..............................................................................................7
Attributes.....................................................................................................................................7
Values..........................................................................................................................................7
Customer’s lifestyle.....................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Brand performance is related to that aspect which will help to live the aspects of productivity in
the company which relates to overall performance that will impact organisational growth. Brand
performance is said to be one of those factors that is incorporated in almost all the organisations
in order to maintain stability in the market (Thabit and Raewf, 2018). Every organisation is said
to be Borne by different intellectual and that is related with branding is said to be that factor
where every small component of the company is put forth. The entire report deals with the brand
management of company Amazon. Amazon is one of the topmost retailers which is known for its
products and services. For it to be the best brand in the market the different strategies that are
applied by the company are many. The brand management policy along with the different
components are put forth in the report.
BRAND PERFORMANCE ANALYSIS
Amazon is one of the top most retailers in the entire world with its immense employee
population as well as the services (Pomering, 2017). It delivers to people in the remote areas. For
it to be the most successful brand Amazon has never dropped in any possible way therefore it is
now one of the best retailing platforms.
Marketing mix:
Product mix: Product mix is something that is related with the different products that the retailer
sells. Starting from the household and extending to an industrial level it delivers products of all
kinds that serves the benefit of every customer (Dost and et.al, 2019). Products are said to be
quality oriented and that is what incorporated in the society for Amazon being the best supplier.
Place mix: Place mix is related to the availability of the service. Amazon is known for its
presence in online forms that many people from all over the world would shop unconditionally.
Amazon has developed a wide web site in which every detail regarding its availability is being
updated every now and then. The company never ceases to deliver to any remote area around the
world (Gürel and Tat, 2017). Therefore, the place is not great criteria for the company because of
its major online presence.
Promotion mix: Promotion is considered to be one of the vital components in the Retail
Industry. The company is able to develop and produce product if there is no proper promotion
then there will not be any customer orientation. For the product to reach community and the

customers it is an essential factor for it to get promoted. Amazon has a wide web site in which
every detail regarding the sales as the like the new product arrival is being depicted.
Price mix: Pricing strategy is one of the most favourable aspects that is to be it carefully in every
company. With regards to price there can be customer at action related to that (Vlados, 2019).
Pricing strategy of Amazon is said to be very convenient where it can reach any demographics in
the society.
Brand personality
Amazon is regarded as one of the best retailers for the entire world it delivers things and also
produces goods that are exceptionally important for mankind. The Amazon personality is said to
be one of the most person find version where its employees sincerity and competence. It is
important to understand the competitive spirit of the other organisations in order to move ahead
with a pace that is enough to sustain in this world. Therefore, Amazon maintains this competitive
spirit by analysing the impact as well as the industry where it can reach the support as well as the
policy is that will inhibit growth (Iyer and et.al, 2019). The sincerity of Amazon is the
personality that is usually depicted upon the shipping as well as the return policies that are
adopted by the retailer. With this Amazon stood as one of the reliable sources with the most
competent spirit that is necessary for it to develop a great personality which made it one of the
exceptional service holders in the present era.
Brand equity
Brand equity is considered to be the finest aspect of every organisational. Amazon being one of
the largest retailer in the entire group is considered to be witnessing enormous changes and

extreme rise in the brand value. Amazon initial rise of its growth from 2006 and it was and until
2015. At one point of time Amazon completed with the world's largest retailers as well as some
of the multinational companies like Microsoft and Google which was able to generate revenues
equal to them (Casidy and et.al, 2018). The E-Commerce giant is said to be one of the biggest
Global brand with its value reaching millions of dollars. Therefore it is seemed to witness the
highest brand rate and the value that is generated for its brand is considered to be worth the from
the lot.
BRAND MARKETING ENVIRONMENT AND TRENDS
Future competitive environment
Retailing sector is full of competition and there seems to be a great scope in the coming days for
every retailing service that is operating exceptionally in the present scenario. Amazon company
started off as a small e- book store which sell books of all categories and letter with each step
forward it has reached the mark of building the largest E-Commerce giant. there is a lot of
competition for retailing services all over the world and there are prevailing retailing services

that are emerging overnight. Although there seem to be different services that are paving their
way towards the market at Amazon company has laid the foundation of being the best. It is said
that Amazon is the largest Conqueror for over a decade and it has been the best reputed surveys
and is currently focusing upon expanding its reputation for over a long run. In order to stay with
this competitive spirit for in the future aspect the company Amazon is focusing more on the
customers and is experimenting choices that we'd get into more customer base. This will
probably help Amazon to stay ahead in the competition in future.
Opportunities
There seems to be a lot of opportunities that are associated with the retailers all over the world.
The needs of customers are increasing on a day-to-day basis and therefore it is a best possible
means in order to get incorporated with certain services that can provide and satisfy their needs.
Therefore as long as the customers demands are prevailing in the society the retailer services can
operate over a long run. In this perspective the opportunities that are associated with Amazon is
the global expansion. Although the company is more fond of every service providing factor
therefore its presence is almost seen everywhere. By being the largest e-commerce giant it has a
chance of getting acquired by multinational authorities upon its operation. The company will also
focus upon expanding its physical stores that can be available to people who cannot event shop
online. There is a chance of backward integration with some in-house brands and therefore the
scope of Amazon is said to be unlimited.

Threats
There are threats with regards to every retailers and services that are available in and around the
world. Amazon being one of the best retailers of the world there is a threat with the low entry
barriers in the industry. The question with regards to sustainability is said to be one of the
toughest factor to deal with the prevailing competition has got no rounds unturned. The group of
government regulations are said to be very effective upon the services in which the company is
operating. Different countries have different governments and therefore their regulations are
seem to be varying at every instance. When a government authorities are changing that will be
the biggest threat where the services will not have acquisitions.
Competitors
Competition is said to be immense for every sector and every industry where the organisations
are working for are seem to be in the pace of competition. Retailing services are said to be a

boon for the country's economy where there seems to be generating lot more revenue. But the
taxation policies at our existing with regards to the services are said to be acting as partners for
the trade. The local competition is said to be really hard for Amazon at the reputation that
Amazon has gained will preventing the company upon getting merged with threats. In few
countries the local competition for Amazon are the Flipkart and Snapdeal who seem to be one of
the prevailing competition that is existing in the world (Vlados, 2019). There is a chance for
these services to take away the whole community into their consideration and the sales of
Amazon might decrease. The great here is that the entire market share that is stipulated for
Amazon will be bit by bit taken by the prevailing competitors (Teoli and An, 2019). Although
there seems to be a greatest competition that is prevailing yet Amazon is maintaining its mark of
being the best in terms of providing services of all kinds to its customers.
Qualitative and Quantitative analysis
Qualitative analysis: qualitative analysis is almost seen and all the services that are providing
goods with that product being one of the best kinds of services that are offered to the customers.
Customers are said to be more pleased with the choices that will offer them the best out of the lot
with the best quality products that are available in the market (Iyer and et.al, 2019). Therefore,
the aim of Amazon is to produce goods of good quality and with minimum price range such that
there can be a large customer base that is obtained for their goods.

Quantitative analysis: The quantitative analysis deals with how far this service is being able to
provide goods with the preferable quantity with minimum price range. With regards to Amazon
seems to be a service that is offered by providing people with the required amount of goods at a
good range. There are different sectors in this service where there are different products that are
available at a minimum price. Amazon is best known to be a feasible service that can be best
ever affordable bye every demographic and the lifestyle of people can also be match by the
service but Amazon offers.
Target Audience
The target audiences of Amazon are those that the segmentation is maintained at. Amazon
majorly target demographics where the teenagers as well as the employees are more targeted.
Almost all the categories of demographic are being targeted by Amazon and majorly households
are provided with certain product that they are useful with (Liu and et.al, 2020). There is not a
single factor that Amazon doesn't meet. Amazon is feasible service and it will be applicable for
all categories of people. For those what are more required with books Amazon provides book.
For the household activities Amazon will provide goods that will satisfy the household needs as
well as to the basic needs of the employees it will provide with all the facilities. There for the
target audience seems to be all communities and commodities.
BRAND EXTENSION STRATEGY
Attributes
The common attributes of Amazon will include the certain qualities of the product as well as the
colour and size. The products that are provided in the portal of Amazon that are displayed for
shopping are subdivided into different categories based on their colour and sizes (Odoom and
Mensah, 2019). These are the common attributes that Amazon maintains and satisfying the
customer need.
Values
The common attributes of Amazon will include the certain qualities of the product as well as the
colour and size. The products that are provided in the portal of Amazon that are displayed for
shopping are subdivided into different categories based on their colour and sizes. These are the
common attributes that Amazon maintains and satisfying the customer need.

Customer’s lifestyle
Amazon's major attribution is knowing the customers Lifestyle. Based on the customer Lifestyle
the design products in such a way in order to meet their expectations. The company majorly
focus about interaction that is made only through the customer portal that is present in the
company. Different reviews as well as the feedback regarding this service is being collected and
their choices were also known by ways that are made by the employer (Casidy and et.al, 2018).
Through this their data that is collected the Amazon company will get to know their customers
lifestyle and therefore they will further take this survey as guidance in order to develop and offer
products.
Ansoff Matrix
The Ansoff growth matrix is considered to be one of the strategic implementation in the
organisation that will bring about the directions that are required for the company to move ahead
in the development stage. The Ansoff of growth Matrix consists of four strategies which are as
follows:
Market penetration: Market penetration is nothing but the aspects that are pertaining in the
market where different companies are operating. The penetration with regard to this company
will depend upon the improvement areas that will bring about opportunities. Increasing the
market share is the only goal with regard to organisation under this particular strategy.
Market development: External market situations are taken into consideration with regard to the
product strategy as well as the government intervention.
Product development: product development is necessary for companies that are existing in the
market and that are launched with a definite portfolio. Amazon contains wide range of products
and the product quality is at times ensured.
Diversification: diversification will help to deal with the competitive advantages of the retailing
sector. The definite risks that are associated with new market upon extending the base and the
organisation will experience a new market environment which is hard to adopt.
Market Analysis
PESTEL Analysis
It is a thorough evaluation of dynamic studies based on a particular market which are supposed
to provide the commodity to its customer and that also builds an environment where the market
is going on. So there are multiple segments that work for a particular market which usually gives

the hike up to that market. Basically there are 4 factors that worked for proper analysis of market
and its outcomes and that are studied on the basis of Global Scenario
Strength : It’s a tool that is used to estimate the ability and endurance of a particular company
through which the success of a particular firm is defined in a better way.
Weakness : It shows a feature where one person is unable to make a bond with another person
and so the company got defection in every prospect.
Opportunities : It is a component which defines the environment where people working inside
the firm has many options which they got from outsource are directly linked with their selection
and so called as an important aspect.
Threats : It depicts the module where commination are always there in particular business as
there is a major beak up of linkages between an employee and their employer and becomes more
difficult to manage the outcomes (Casidy and et.al, 2018).
Key Trends of Market
There are various types of Trends exist in the present world which usually covers the necessity of
peoples around and which also stipulate the challenges by which the analysis can be optimized
and that shows strong impact on generation. So there are 2 trends that is Personalisation which
defines the designing of something that meets the public criteria and their demands and the later
one is Video Marketing which is a platform where Team or company produces a video of a
product and spread it on various platforms so that it can attain public attraction and they both
plays an important role in the development of a particular firm that are making efforts to do so.
Expansion of Amazon
In the age of Globalisation, Amazon sets a suitable example as it broaden up its boundaries to the
national then to international level so it has a wide coverage which company expanded globally
in terms of Laws, government.
Amazons thickening as a global leader in field of technology and innovation by which the
company provides e commerce operations working very smoothly in a fast manner. As in 2020 it
has many new branches found which is a sign of success of a company. The working mechanism
of Amazon is designed in such a way that can attract the consumers in bulk as it provides
convenience to its customers.
Competitors of Amazon

It’s a world of competition as there are so many companies who are performing good in fields of
different domains and one such company is Online stores which is growing rapidly and also
giving a competition to amazon. They are giving their best in selling of a products as amazon
sells everything so it’s more of a quantitative nature but more specifically stores focused on
certain things to sale and to attract consumer and one more company is Walmart that is a giant
one in purchasing and selling of a particular commodity. It gives an remarkable presence at
Global level and also called for their physical stores as it means that amazon is having a bit threat
in case of Walmart as it is giving the competition.
Brand Analysis of Amazon
The Market Analysis estimation is generally occupied by the market in which the trends and
insights are distributed in a manner. So their selling theory is being a broad part through which
the company sells variety of products and their range is so wider that is sufficient for the peoples
and their prices is also a bearable factor for many of customers as they always provides some
incentives along with the products as amazon is becoming a trusted brand and it tried to shift all
that trust to its products that are completely marked with labels and tags. Then comes to the
Future trends of a company is that this pandemic has given more worth to the company as it busy
in selling of a medicines and various herbal products which usually build up its market and that
helps in countability of a success. It plays a vital role in providing significant support system to
the customers which will get build up in future (Odoom and Mensah, 2019). It also started its
virtual sessions on various platforms. In context of real insights , amazon made a place in
peoples mind as people tend to buy the products which is very much convenient to them and
amazon is that unit where people make a payment prior to the order confirmation just because of
the trust for company and customers mark their review in a positive manner. Then there is a
consumer trends which includes the socialistic nature of a company that will mainly focus on e
learning social platform like there are so many and the company is also trying to provide fresh
food commodity to the customers so developing the accuracy in the service. The economic
trends are particularly the steps taken from company side which result in the decrease of inflation
in economy which leads to the more jobs generation by which people get placed and earn a good
amount of salary and the company is also a taxpayer to government in form of income tax but
some peoples have no belief in this.

Perception Map covers Marketing and that is mapped in such a way that uses innovative
technology and branched in a various form that acts as a stimulator to that particular e-commerce
market, amazon plays a key role in providing the accurate marketing system which is approached
by peoples.
When it comes to the brand extension there is a player who knows how to play well is no one but
Amazon who are planning to open the retail outlet and also have a plan to widen up fashion
retails.
CONCLUSION
The entire report draws to the conclusion by highlighting the factors of the company Amazon.
The report brings forth the analysis of the company with the different frameworks that are being
adopted by the organisation in its environment with respect to the marketing mix and the swot
analysis. A perfect examination of marketing mix is being depicted in the report which will help
to analyse the aspects that are obtained in the product, price, promotion and place makes of the
company Amazon. One can easily understand the internal impacts of the organisation by the
swot analysis that is derived in the report. The targeting and positioning is completely put forth
with all the sectors that are being divided in the segmentation process. The brand personality is
being depicted by which the formulas and strategies that are adopted by the company for put
forth. The report also explains the meaning of perception maps and its importance in attributing
to the growth of the company. Brand equity is explained in the report which will also put forth
the Amazon brand pyramid model and how far it is being able to add up to its different stages.
The report also explains that brand value as one of the entity that made Amazon one of the best
growth stimulator in the recent world.

REFERENCES
Books and journals
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Pomering, 2017. Marketing for sustainability: Extending the conceptualisation of the marketing
mix to drive value for individuals and society at large. Australasian Marketing Journal
(AMJ). 25(2). pp.157-165.
Dost and et.al, 2019. Seeding as part of the marketing mix: word-of-mouth program interactions
for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
Gürel and Tat, 2017. SWOT analysis: a theoretical review. Journal of International Social
Research. 10(51).
Vlados, 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and
Management.
Teoli and An, 2019. SWOT analysis.
Iyer and et.al, 2019. Market orientation, positioning strategy and brand performance. Industrial
Marketing Management. 81. pp.16-29.
Liu and et.al, 2020. Brand knowledge and non-financial brand performance in the green
restaurants: Mediating effect of brand attitude. International Journal of Hospitality
Management. 89. p.102566.
Odoom and Mensah, 2019. Brand orientation and brand performance in SMEs. Management
Research Review.
Casidy and et.al, 2018. Enhancing hotel brand performance through fostering brand relationship
orientation in the minds of consumers. Tourism Management. 66. pp.72-84.
Online
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