Analysis of Amazon's Best Marketing Strategies: A Case Study

This report provides a comprehensive analysis of Amazon's marketing strategies, critically examining the statement that "The best marketing strategies aren’t top down, they’re outside in, starting with the customers’ needs and wants." The report uses Amazon as a case study, exploring how the company prioritizes customer needs and wants in its strategic marketing decisions. It delves into Amazon's use of social media, video tutorials, blogging, and other techniques to engage customers and build relationships. The analysis highlights Amazon's "outside-in" approach, emphasizing customer satisfaction and the importance of understanding customer behavior. The report also discusses the role of customer voice in shaping Amazon's marketing choices, emphasizing how the company creates value for its customers by delivering superior customer value. The report concludes by determining whether the consumer's voice drives planned marketing choices in Amazon and references relevant academic literature to support its findings.

Best Marketing Strategies – Amazon Company 1
BEST MARKETING STRATEGIES – AMAZON COMPANY
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Best Marketing Strategies – Amazon Company 2
Introduction
Marketing strategies in various corporations refer to the process of setting an appropriate
product in the right place, in the due procedure, and at the right price for different clients. The
right use of diverse strategies of marketing by companies forms the ideal way to aid in ensuring
that the company perfectly places its product. Top-down marketing develops their different
strategies of marketing through analysis of the total market together with the advertisements that
are intended to attract a huge audience in operations. Various strategies can be used for
marketing in most organizations (Faisal 2016). However, the inside-out approach of marketing
strategies is directed by the trust that the inner abilities together with strengths of the corporation
will create a sustainable prospect. Besides, outside-in method of marketing strategies is as a
substitute directed by the idea that client value innovation is fundamental to accomplishment in
operations. This research paper focused on examining the best marketing strategies by using
Amazon Company as a case study in determining how needs and wants of customers to
determine the strategy used by the company (Esson, Stevenson, Gildea, and Roberts 2014). The
central foundation of modern marketing strategies has been believed to lie on customer
satisfaction. Besides, an important aspect of strategic marketing is the core competency of
Amazon Company. When the strategies are properly managed, core competency can lead to
competitive merit for the organization. Effective marketing strategy within the organization can
increase the market share of the company or increase the company’s profits (Singh 2013).
Therefore, the primary objective of this research paperwork is to examine the statement that
states that “The appropriate marketing policies are not top-down, they are outside in
commencing with the consumers’ needs along with wants” concerning Amazon as the instance

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of study. This research paperwork also concludes by determining whether the consumer's voice
drives planned marketing choices in Amazon.
Amazon.com
Amazon.com was established in the early days of 1995 by Preston B. Jeffrey. The
company is presently considered to be one of the most prominent websites of retail on the
internet with the record cases of turnover of over 14 million in 2007. Amazon is currently the
largest online retailer around the international community. The organization comprised of
diverse websites together with product listings in different countries dealing with the operations
of selling their goods to different targeted end users or customers (Mahamad and Seeht 2018).
Management of marketing strategies of this company stays to be its backbone to the retail
business. The company follows different marketing strategies in order to develop stellar service
or products to different customers that it targets to reach in various markets. The need to have
appropriate marketing strategies is fundamental in business operations of Amazon Inc. as it
targets to coordinate its operations in an orderly manner by ensuring that it meets the demand
and needs of customers. The use of Outside In strategy is vital in operations of Amazon as it
allows it to focus on various ways of streamlining development of several products in the market
to suit the essential needs of customers (Mu and Bao 2014). Through the ‘outside in strategy’ in
marketing Amazon Inc. has been able to develop its best services alongside products with the
useful opportunities for making its customers happy as they pay for every service they get from
the company.
Marketing strategies

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Most companies that are dominant in their operations focus on the marketing strategies
that are not top down, but they instead focus on strategies of marketing hat look at the needs
together with the wants of consumers. The successful companies such as Amazon do have the
ideal sense of what is called customer instinct in their operations (Rossberger and Fiedler 2014).
After years of struggle since the time of its establishment, Amazon shifts away from strategies of
marketing that are top down towards meeting the needs and wants of customers. The shift caused
Amazon to attain high sight of customers and consequently improve its operations. At its best,
focus on customers’ needs and wants helped Amazon Company towards its true purpose of
driving the value of customers. Therefore, a marketing strategy that comprises of outside-in
approach by Amazon Company remained to be useful as the keyword that it focused on is the
need, but not the product that they produce. The organization has been able to use such an
approach to immerse in the minds of their customers that are looking at ideal techniques to
expand demand (Yaneva 2018). The strategy remained to be the tactic used to grow business
operations of Amazon. The idea is also vital in operations of the company as it put customers
ahead of the capabilities of the company.
Companies that have adopted Outside In strategy such as Amazon.com focus on creating
as well as keeping customers by delivering superior customer value. The company does this by
established in the shoe of consumer and screening all the corporation does throughout the eyes of
customers. The approach makes company think of the value of its targeted customers as the lens
on the strategy (Dehghanan, Abdollahi, and Tavaneh 2016). The strategy differs with top-down
or Inside Out as it does not begin by asking what the company is good at performing and what
are some of the capabilities and products of the company. Besides, the strategy does not ask how
the company can utilize resources more efficiently, but instead, it focuses on various things that

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customer needs and wants for effective operations. Outside strategy in marketing is customer
based but not resource-based prospect of the organization that is essentially limiting because it
signify the organization is deliberate responding to significant variations around marketplaces
(Chung 2017). In most cases, marketing policies are particularly stressed during the financial
decline when the Amazon organization needs to align its charges base with swiftly reduction in
revenues in order to keep the incomes. The group of management concentrates almost
completely on internal operational methods of the company (Bedek 2014). Some of these
processes comprise of the need to improve productivity and downsizing factors that have
negative impacts on operations.
Best marketing strategies that Amazon use in outside In
It is clear that the operations of Amazon Inc. are faced with the conundrum. There is a
clear need for the management to increase the visibility of their operations to drastically improve
sales by meeting the needs and wants of targeted customers. In order to get more visibility,
Amazon Inc. focuses on spending much money to ensure that their operations are in accordance
with the demands of customers. The company work tirelessly to create an authentic relationship
with its target as well as esteemed consumers by sincerely trying to add value in their services
and products (Kleinaltenkamp 2018). Some of the strategies that Amazon Inc. uses to market
their business online to meet a massive number of consumers are diverse. Some of these
techniques in the ‘outside in strategy’ in marketing comprise of the use of social media
platforms, creation of video tutorials, start blogging, understanding optimization of the search
engine, and creating a great lead magnet (Mishra 2016). The other techniques that Amazon Inc.
uses n meeting demands and needs of customers include the use of ads in social media with re-

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targeting, along with the use of LinkedIn in the appropriate manner, developing the affiliate
program, and use of email marketing sequences.
Application of social media platforms
A company can never ignore the use of social media in present society to meet various
needs and wants of customers. The platform offers the best section where management of the
company can have one on one interaction with customers. Here, managers can get reviews and
suggestions on how they can improve their services or provision of products. Amazon Inc. has
been created solely on the backs of social media (Roy 2013). However, the use of social media
can be intimidating at first in meeting the needs and wants of customers. However, as the
company builds momentum in a business environment, the management can find posting on
social media to attain easier and easier over the duration. The platforms assist the company in
posting their new products and available products in their sites making it easier for customers to
know what is on offer at every moment. Moreover, the use of direct message by Amazon Inc. on
platforms such as Instagram and Twitter can be used in reaching out to other thriving businesses.
These platforms are essential in meeting the needs and wants of customers as they help in
communicating with potential clients that might e looking for their products and services (Sipho
2016). Therefore, the use of social media platforms by Amazon Inc. remains to be a powerful
marketing tool in meeting the demands of its targeted customers.
Creation of video tutorials
The idea is one of the most effective techniques that Amazon Inc. uses to ensure that the
customers can view various products that are available in their stores. The customers can then be
able to choose from the available products what they need to purchase and use at every particular

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moment (Voss and Brettel 2013). The use of video tutorials can help in demonstrating to
consumers on how various products are used without having to seek guidance from other
individuals. Therefore, such videos can be effective in meeting the needs of customers that need
to know how to use specific products. The company uses video tutorials as a way of Outside In
strategy in the marketing of walking customers on different ways on how available products can
be useful in their operations (Voss and Brettel 2015). Through the creation of video tutorials,
Amazon Inc. can give step-by-step tutorials in showing how products and products can be used
in the process of management.
Start blogging
The operation of blogging by the management of the company help in providing the best
platform on allowing customers to understand different products that is on offer. The presence of
visibility on blogging can attract a huge customer base that can provide different reviews on
what they need for their use in daily operations (Mitić and Gligorijević 2017). The process of
understanding what to blog is useful in marketing services of Amazon Inc. as it helps in
improving cooperation between workers and customers.
Focus of Outside In the strategy of marketing on customer satisfaction
It is prominent that few items that connect many of the otherwise dissimilar suggestions
prepared to organization directors over the last few years has remained to be the need to
concentrate on needs and wants of customers. The need is essential as it focuses on attaining
high performance of organization towards achieving different needs and wants of targeted
customers (Day and Moorman 2013). Management activities that boost the Outside In strategy of
marketing are diverse. Some of these focuses of management on customers’ needs and wants

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consist of the marketing idea, the quest of excellence, market-course, excellence and check,
market-determined processes, connection marketing, and marketing dominance. Therefore,
Outside In strategy in marketing mostly takes the value of the customer as its openning and
endpoint. For instance, Amazon Inc. by means of this method is concentrate on creation as well
as fostering their consumers by offering high caliber consumer worth. The corporation put itself
in the spot of consumers. It also views itself in the perspectives of customers that need different
products and services (Brown 2015). The strategy of marketing that is used by the company is
also concerned with the idea of having its sight that impels its operations ahead, and there is no
chance here for staring back at operations.
Amazon has put the new pattern for Outside In strategies in the marketing of its services
and products to different customers around the global community. The company began as the
online bookstore and later created incredibly solid brand about that operation (Malleshaia and
Gunawardena 2016). However, the company has been operating by putting themselves in their
consumers’ place and requested what else their targeted and esteemed foundation of customers.
The idea has enabled the company to develop into Kindle and later into cloud system of
computing, web service for their path assciates. The use of such strategy of Outside In has
enabled Amazon Inc. to have a huge online trade of the choice of products outside their original
offers. Besides, in preference to the company dwelling on what they were superior at which had
been promotion of books, they requested about what their customers are and their needs (Azimi
2017). Therefore, by shifting their focus, Amazon had been capable of leveraging its rand to
seize different opportunities in other sectors.
Barriers of Outside In strategy in marketing

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Executives along with Amazon’s CEOs feature the number of tests that maintain them to
be focused on the strategy of marketing of Inside Out focus. Focusing on the yearly budgets,
outsourcing, and daily management in operations are typical concerns that progress in losing
concentration from the bigger view (Marinkovic 2013). Without effective as well as creative
leadership, it can be tough to drop above these issues. Without the prominence on experimenting,
modernization, and obtaining a necessary action outside organization structure and into the
intelligence minds and spirits of targeted consumers. Besides, the trade of Amazon inc. will not
be set for that instant when marketplaces start and their chance to surpass rivalry and increase
shares of markets alongside brand allegiance arrives.
Outside In approach of marketing
There are different approaches to determine whether the trade of Amazon Inc. is tilted
more towards the Inside Out or Outside In tactic in marketing. The initial stage comprises of the
focus on competition as well as business channels of operations. If the company is repeatedly
astonished by advanced challengers, company’s meager outcomes, or the look of advanced
product types from nowhere, then such ideas are probably the fir indication that a company or its
management is reactively focused rather than setting the pace in different marketplaces. The
other concern on Outside In strategy is the customers that are targeted by operations of the
company (Radean 2018). The company needs to understand who they are and what kind of value
it is delivering to the targeted customers ate every specified moment. Additionally, the other
matter that arises with the use of Outside In strategy in operations of Amazon Inc. is the need to
examine whether its brands stand up. The management needs to check if their operations are
viewed as credible, if the targeted customers understand the operations of the company (Talaneh

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and Sarboland 2017). There is also the need to understand if the marketing efforts of the
company are aligned with its core values as well as strengths in ensuring that need and wants of
customers are efficiently met.
The Outside In perspective in the marketing of different products by Amazon Inc. is
needed to offset the unfairness to focus internal. It is the planned operation and activity that
targets to pull the trade operations back into concentrating on what is happening in the globe of
their consumers from various places around the world. Besides, the process of adopting a
marketing strategy of Outside In is not as simple as it sounds in the operations of most
companies (Stanaland 2014). Therefore, to make it simple, the strategy is treated as the set up for
the movie with the customer as the protagonist. Therefore, through the strategy of outside in
marketing can boost the way on how brands can reach employees. Here, customers can be able to
buy expectation of benefits that they will receive from the process of formation of an association
with a product. Interaction with the business is directed by the product of business (Chang, Hu,
and Lin 2013). Therefore, Outside In the policy of marketing in Amazon Inc. means the variation
of concentration alongside going into the mutual association with targeted and esteemed
customers.
Pillars of Outside In marketing strategy of Amazon
Amazon marketing strategy on the Outside In relies on different pillars towards achieving
the goals of an organization. Some of these pillars within the marketing strategy of this company
comprise of offering the widest range of products and using the customer-friendly interface.
Other pillars consist of scaling easily from small to large operations, exploiting affiliate
resources and products to customers, and using existing systems of communication to attain the

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needs and wants of various customers around the global society. Utilization of universal
behaviors, as well as mentalities, stays to be another major pillar that the company uses for
marketing strategy on Outside In (Boulanouar 2015). Besides, Amazon marketing strategy
integrates the number of targeted channels of online marketing. Such channels comprise of
associates program, sponsored search, television advertisement, social advertisement, together
with online advertisement among other channels.
Principles of Outside In the strategy of marketing in Amazon
The marketing strategy that focuses on achieving the needs and wants of customers relies
on different principles. The principles within the Outside In strategy of marketing to consist of
Amazon 7ps of marketing, segmentation targeting alongside positioning, and unique selling
proposition of the company (Chiang 2018). The other principles that make Outside In strategy to
be the best marketing strategy towards meeting customers’ needs and wants include marketing
communication mix of the corporation, that integrate print as well as media promotion, trades,
actions and skills, promotion, public dealings, and straight marketing. The principle of
Amazon7ps of marketing in Outside In strategy majorly focuses on the product together with
place elements of their mix of marketing products to meet the needs of customers. The company
has been above to use the strategy to presents its products for spirited costs due to huge saving
costs founded in the online description of the trade (Graf, Schlegelmilch, Mudambi, and Tallman
2013). The massive saving on costs has been useful in helping the company to ensure that every
customer that is need of its products can buy at the low and affordable costs.
The other principles like the unique selling proposition of Amazon help in meeting the
needs and demands of customers. Unique selling proposition of the company help in improving

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the process of integrating the widest choice of service and products offered at different varying
costs, quick delivery, along with exceptional services for customers. The idea ensures that every
need and wants of customers are met efficiently (Sipho 2016). Besides, the marketing
communication mix of the company help in improving the way customers’’ needs and wants are
met by the company. The principle makes the organization to place the specific focus on media
and print advertising as a way of communicating with customers and get their feedback on how
different operations should e conducted to make their needs and wants to be met with ease.
Furthermore, Amazon.com encourages its skills of a relationship through the firm network
relation with the stakeholders creating valuable, rare, exclusive, and non-substitution goods and
products. These goods and products are probable to secure sustainable competitive merit in the
international marketplaces as a section of internationalization strategy of Amazon.com. In terms
of its proposition of value, the marketing strategy of Outside In of Amazon.com is fueled by its
prime program at the focus in the loyalty of program. Loyalty is essential in ensuring every
customer that is loyal to the operations of the company has a say in every operation that
management is about to carry on in business (Kleinaltenkamp 2018). The idea helps in ensuring
that every need and wants of various customers are met around the global business society.
Current marketing Outside In strategy
The organization is targeting both the middle together with upper-class individuals around the
global society. For instance, different customers in developed nations such as the US are more
loyal to the services of the company. The older generations are more dependent on the services
of Amazon than the younger generations (Bedek 2014). Therefore, the company focuses on the
use of Outside In strategy it is marketing services to meet the needs of aged customers in various