Digital Marketing Report: Amazon UK Food Delivery Revival

This report examines the factors influencing the potential revival of Amazon's online food delivery service in the United Kingdom. It begins with an introduction to the digital marketing context, focusing on the challenges Amazon faced and the need for strategic revitalization. The main body of the report delves into the micro and macro factors affecting the business, utilizing PESTEL analysis to assess political, economic, social, technological, environmental, and legal aspects specific to the UK market. Furthermore, a SWOT analysis is conducted to evaluate Amazon's strengths, weaknesses, opportunities, and threats. The report emphasizes the importance of market research, adapting to social and cultural values, and leveraging technological advancements for enhanced efficiency and customer satisfaction. The conclusion underscores the need for a revised brand image and strategic planning to ensure the successful re-entry and sustainability of Amazon's food delivery service in the UK, with references provided to support the analysis.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Factor that affect process of revival of the brand business of Amazon......................................1
REFERENCES................................................................................................................................4

INTRODUCTION
The project is based on the Digital marketing requirements to sustain and capture
maximum market in respective field. The topic is related to the product advertising, promotion
and selling based on the digital platform. For research “Amazon Company” is selected for
United Kingdom. Amazon is online selling company for various product on many brands. They
have started their business selling online book in UK from 1998. After getting success they start
selling electric item from 1999 and now they are the leader in digital market. It this report the
case study of online food delivery business of Amazon that need to be revitalization is discussed.
In this fuhrer discussion of micro and macro factors like change in product specification,
marketing etc are highlighted.
In this the project the need for revised the brand image for the succession will be
discussed. It also highlights the fact that can will lead for the effective change in the brand
image. Important Micro factors like Competitors, consumer and suppliers etc. Macro factors are
economic, social, technological etc. these are the point will be highlighted for UK region for
Amazon with PESTEL and SWOT analysis.
MAIN BODY
Factor that affect process of revival of the brand business of Amazon
Amazon has started online food supply in 2016 and faced many challenges. This was the
failure of the company in UK company, that can be revitalization for get successful venture.
They need to give more consideration to market research and need to rebuild strategies for
becoming successful (Phan, 2021). For that they need to analysis the macro and micro factors
that can be defined with the PESTEL analysis for macro factors and SWOT analysis for micro
factors.
PESTEL analysis of UK with respect to Online Food delivery-
Political Factors- In country like UK that have more stable political environment in past
but with the Brexit movement in UK leads for instability for some-time (Gorzig and Rho, 2021).
It changes the mind-set of the labor and normal public that cause company to failure in the
projects. According to the overall situation UK is more balance country to adopt innovation and
try new ideas. Amazon need to give consideration to for rebuilding their food delivery chain.
Currently UK is more stable with respect to political environment, that will create opportunity
for Amazon to revitalization online supply for food.
1

Economical Factors- In the era of covid where the normal people are more conservative
about travel and willing to avoid as much as they can. That is due to restriction and lock-down
that was imposed by the government. It will create the opportunities for digital marketing and
online seller for growth. People are desired that to stay at home, it makes opportunities for
Amazon for make plan to build market for food supply. They already have delivery chain and
online app also, so they just need to attract existing customer with promotions.
Social factors- Company like Amazon that have presence in many country including UK
has much impact with social and cultural values of country. Peoples in UK are modern and
futuristic, they value their culture and time (Rai and et.al., 2021). Company can't use same
product as it is in different countries, it needs to modified with the social and cultural factors.
For revitalization company need to make proper plan for the needs for the public and then
decoded what king of food delivery they want. It will guide them to select restaurants which
have preferable by peoples and what kind of food they want. This make functioning easy for the
company to become successful in respective field.
Technological factors- In the field of digital marketing that is much more influence by
technological factors that need to solve for better functioning of and market capitalization.
Amazon is known to take initiative for new technological change, they start the online selling
portal first and many more changes in the respective field (Chang and Meyerhoefer, 2021).
Company need to use the new technology for feedback and quick action on it, supplies through
drones to become more efficient and successful.
Environmental factors- In the reference to UK region ware natural resources are limited
and consumption in rapidly increasing that is big challenges for company to make sustainability
in the market. Amazon need to cop-up with environmental factor because they need to utilized
resources at optimum level. Company is rebuilding their functioning of online food supply, so
they have to use it in better manner (Thakur, 2021). Another problem is the covid that imposed
some more restriction on import and export that limit their reach for resources from outside of
the region. For revitalization, they need to more focused on environmental factors.
Legal factors- In UK where many regulation are need to b faced that are imposed for the
quality of food, methods delivery, hygiene factors and organic food etc are important legal
aspects that need to follow to avoid failure again. Company need to assure the quality of food at
up to the mark, proper measure are used for deliveries, maintain proper hygiene factors for the
2

food and delivery men. It will assure them for better position to meet legal aspects and will
create positive image in customers mind for the brand.
Apart from that company need to look micro factors for that, internal analysis should be
considered to find their strengths and weaknesses. They need to do SWOT analysis of the
company to examine the factors that can help company for revitalization of business-
SWOT Analysis of Amazon
Strengths- Company which is the largest in the online selling business have and market
leader not only in UK but globally. They have many strengths that may help them to create
market in online food chain.
 Strong customer based with the existing brand and selling activities that can be utilized
for the new strategies for rebuilding of food supply chain.
 Company has existing Delivery network across UK that will allow then to use for food
supply also and no need for other network.
 They have wide range of Grocery product that may help to contact with the restaurants
and food maker for collaboration and partnership for food.
 Company has own ios and android application, so there no need to develop new one at
initial stage.
3

REFERENCES
Books and Journals
Phan, S., 2021. The effect of PESTLE factors on development of e-commerce. International
Journal of Data and Network Science. 5(1). pp.37-42.
Gorzig, M. M. and Rho, D., 2021. The effect of the 2016 United States presidential election on
employment discrimination. Journal of Population Economics. pp.1-44.
Thakur, V., 2021. Framework for PESTEL dimensions of sustainable healthcare waste
management: Learnings from COVID-19 outbreak. Journal of cleaner production. 287.
p.125562.
Chang, H. H. and Meyerhoefer, C. D., 2021. COVID‐19 and the Demand for Online Food
Shopping Services: Empirical Evidence from Taiwan. American Journal of Agricultural
Economics.103(2). pp.448-465.
Rai, H. B., and et.al., 2021. Sharing is caring: How non-financial incentives drive sustainable e-
commerce delivery. Transportation Research Part D: Transport and Environment. 93.
p.102794.
Online
Failure Case Study: Amazon Restaurants in the UK, 2019. 2021 [Online]. Available through:
<https://apnews.com/press-release/pr-businesswire/ce3e357180284f0f85d174894df752ba>.
Vulnerability of the United Kingdom’s food supply chains exposed by COVID-19. 2021.
[Online]. Available through<https://www.nature.com/articles/s43016-020-0097-7>
4