Marketing Essentials: Analysis of Amazon's Marketing Strategies Report

This report provides a comprehensive overview of marketing essentials, focusing on the strategies employed by Amazon. It begins by defining marketing, outlining current and future trends, and detailing the marketing process, including mission identification, situation analysis (SWOT and PESTEL), objective development, strategy development, and evaluation. The report then delves into the roles and responsibilities of a marketing manager and explores the interrelation between various organizational departments, such as production, marketing, sales, and human resources. A significant portion of the report is dedicated to the marketing mix, analyzing the 7 P's (product, price, place, promotion, people, process, and physical evidence) and comparing Amazon's approach to that of Flipkart. The report concludes by highlighting the importance of effective marketing strategies in achieving business objectives and building customer relationships.

Marketing Essential
Table of Contents
Introduction......................................................................................................................................1
TASK 1 ...........................................................................................................................................1
Explain the role of marketing and how it interrelates with other functional units of an
organisation. ...............................................................................................................................1
TASK 2 ...........................................................................................................................................4
Compares ways in which organisation use elements of the marketing mix to achieve objective
.....................................................................................................................................................4
TASK 3…………………………………………………………………………………………....9
CONCLUSION .............................................................................................................................15
REFERENCES .............................................................................................................................16

INTRODUCTION
The report covers the topic of marketing essential which undertake by the company to
promote the good and services so to attract the customers. Amazon.com is a one of the leading
company and largest e-commerce marketplace and cloud computing platform. In these report it
will cover the current and future trends marketing and marketing process and also the roles and
of marketing manager. Further it will explain the interrelation between various function of
organisation. And also covers the element of marketing mix to accomplish total business and
further analyses the marketing planning process.
TASK 1
Marketing
Marketing is a human action which undertake by the company to boost goods and
services and also to attract the customers. Marketing is the wide concept as it includes
advertisement, promotion, selling, delivering of products to customers. Marketing helps in
communication and also helps in building long term relationship with customers.
Marketing Current trends
As the world of marketing is constantly changing and there are many current trends of
marketing such as continues growth of artificial intelligence which makes data analysis more
effective and also target the wide range of audience rapidly and can perform various task that
human struggle to do. Amazon approach to AI is flywheel which helps to efficiently store
rotational energy. And also the visuals platforms are improving day by day in which e-commerce
brands can market to customers in creative, organic brands in which it allows customers to
purchase products without leaving their preferred platform.
Marketing Future trends
Amazon is presently working on the app called anytime which also cover voice and
video calls, photo sharing also the many kind of filters for the photos and videos with special
affects which help the customers in many ways and its quite important feature as it allow the user
to shop. As there is increased use of E-commerce which gives many new opportunities and also
Amazon is launching their own app which includes many features that is click on Alexa and the
customers can see Amazon's products video and personal assistant developed by the company.
Overview of Marketing Process
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Evidence of the Mission
The foremost step is that identification of mission in which the marketing leaders and the
stakeholders must sit down and define the mission of the company as the mission should be
explains why organisation exist and explain the supports and benefit of the customers. Mission
should match the culture of the organisation and also the mission should be realistic and aspiring.
For example the mission of Amazon is to strive to offer the customer to the lowest price and also
high quality with the best available situation and utmost convenience.
Investigation of the situation
The second step of that to analysis of the situation in which it evaluates the internal and
external factor that affect the market and business. By the help of situation analysis it provides a
clear idea about the business and the current position, industry trends and also the company
position the market place. There are several methods which help the organisation to analyses the
situation first one is SWOT analyses which help the company to know the strength, weakness,
threat and opportunity and the second one is PESTEL analyses which help the organisation to
identify the external facto. It is very important for Amazon to analyses the situation and work
accordingly.
Source of image: marketingmix.co.uk (02/04/2019, 08:00pm)
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Objective Development
The third step is to develop the objective of the company as it is very important as it gives
the direction to the employees to work to achieve the desire objective. For example the objective
of Amazon is to satisfy the customers and generate maximum profit. By these all the employees
will work accordingly to achieve the respective objective.
Marketing strategy development
The forth step is marketing strategy development in which it is the plan formulated for
achieving the desire objective of the organisation and it provides the proper direction for
attaining the objectives. It includes choosing the target market as it is important to target the
audience in these a careful choice has to make by the organisation. It also includes marketing
mix in which it includes how the organisation sell the products and services for these it will
analyse the 7 P's.
Evaluation and planning
The final step is to evaluate and planning in which the manager of the Amazon will take
the feedback from the customers and also if the feedbacks are negative then organisation will
improves the product and also it finally implements the strategies and also Amazon will do test
marketing where it launches the product for few days to test the product and to know the
negative and positive feedback.
Roles and responsibilities
Evolution of the Marketing Plan
The first and foremost responsibility of the marketing manager is to develop the
marketing plan in which the plan should be effective and also it gives Amazon the proper
direction to attain the goals as marketing plan gives proper structure of the company .
Achievement of effective result
The second responsibility is achievement of affective result in which the manager of
Amazon will motivate the employees for improving their performance as well as hiring and
training effective employees so they work hard to achieve the effective result.
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An effective strategy to attract the customers
The forth role is to draw the customers in which the manager of Amazon will make
effective strategy to attract the customers by aggressive advertisement on social media and also
promotion and offering customer various discount so that to gain many customers .
Determination of the proper market segment
The main role of marketing is the identification of proper market segment so that it will
be easy of the marketer in which the manager of the Amazon will target the group of audience in
according to the age, gender or the same characteristics of people so it will be easy to reach the
wide range of audience.
Value and importance of effective relationship
The various departments are:
Production department
The production division plays a major role in the organisation as it order inventory for
production when needed also it fulfils production order which are specified by the manager and
helps to coordinate with the marketing department (Lane, 2016).
Marketing department
The marketing department is responsible for developing Amazon's product packaging,
pricing, and promotion, for informing customers to buy the products. Also, marketing
department is responsible to help various researches to uncover the customer’s needs.
Sales department
The role of sales department is to sell retail or wholesale items to other businesses or
consumers. Also, it meets income goals and move new products. And also the sales department
use push and pull method for the attracting customers (Larson and Draper, 2015).
Human resource department
Human resource department perform wide function as it performs recruitment, selection,
motivation and training and development. It recruits the employees and place them at right place
according to the need and also it motivates and train the workers.
Interrelation between the departments
Human resource department and production department – The two departments are
closely related to each other as the production department depends upon the efficiency of the
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employees and on the other hand job for human resource to ensure the employees are a good fit
for the job and the human resource department solve issues that occur in the structure.
Marketing and Sales marketing and sales department go hand in hand and hence close relation
with each other as marketing department share all the content to sales department and sales
department provide the detail about the product to the marketing department so that it will be
easy to work in the effective way (Folinas, and Fotiadis, 2017).
TASK 2
Marketing Mix
Marketing mix is the tool or technique that help the company to pursue its marketing
objective. It includes various areas of the market. And also it includes 7P'S such as product,
price, place, promotion, people, process and physical evidence.
Source of image: marketingmix.co.uk (02/04/2019, 08:00pm)
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7P’S
Product – products refers to what the company is selling and also the features of the products to
attract the customers.
Price – this refers to various pricing strategy for the product and services and also how it will
attract the customers and affect them on their buying behaviour.
Promotion – there are several promotional activities which help the company to gain maximum
number of employees.
Place – Place refers to where the product of the company is allocated, sold and distribute
People – People refers to the employees, workers and salesperson which are associated with the
company.
Process – this involve the process of delivering the goods and services to the buyers.
Physical evidence – this refers to everything that the customers see while interacting with the
company. It include packaging, branding and designing (Eletxigerra, Barrutia, and Echebarria,
2018).
Comparison of Marketing Mix
Amazon Flipkart
Product Amazon products are divided
onto four categories such as
Amazon websites, electronic
devices, media content and
Amazon web services. In
which Amazon websites
provide millions of products to
be sold by amazon and the
second one is electronic device
like fire TV and media content
Flipkart sells many products
such as 80 + categories
ranging from books, clothing
electronics, mobiles etc. It is
the services platform which
link between the buyer and the
seller.
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which is an extensive range of
products and services
including cloud computing that
can be used on content
production .
Price Amazon pricing strategy is
defined as cost effective and
leadership and also the largest
internet retailer in the world
and amazon pricing is
frequently lower until they
beat competitor.
Flipkart build its pricing
strategy in such way that it
compete with other. As the
Flipkart doesn't charge the
delivery charges if the order is
more than 500. Also, Flipkart
provides one day delivery but
it charges extra for that
service.
Promotion Amazon believes in word of
mouth as the customers are
very loyal and also Amazon
started Black Friday which
traditionally American
discount period whereas it
offers customer at lower prices
for one day.
Flipkart started no kidding any
worries in which the kids
acting in the role of adults this
advertisement attract many
customers and also by the help
of this the sales of Flipkart
increases.
Place As amazon doesn't have
physical store and company
depend upon the online
business.
Flipkart has 21 state of the art
warehousing in which goods
moves from these warehouses
to respective customers.
People Amazon give importance to its
employees and the workers.
Also, give various benefit such
as health, financial etc. There
Filpkart has very dedicated
employees who work hard to
full fill the desire goals.
Flipkart products goes through
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are 230,800 employees
working across the globe.
6 quality checks which provide
higher quality services to its
client.
Process Amazon is the leading
company and has a strong
process oriented business.
Amazon has divided its
warehouses and fulfilment
centres for the operational
efficiency.
Flipkart has several business
process to make the process in
the smooth and effective way.
Flipkart provide many option
which help to satisfy the
customers.
Physical Evidence Amazon has physical presence
is its websites. Its websites are
very friendly and also with
great design (Bhatt and Gupta,
2018).
Flipkart has many offices,
delivery boxes, packaging.
And also the product
packaging is well designed it
also undergoes by 6 quality
check to provide high services
to the customers.
Analysis on the Marketing Planning Process
Analyse – the first step is to analyse the present situation such as proper examination of current
condition. It helps in long term planning process. It includes layout the resources and evaluate
them with external and internal factors.
Planning – The second step is planning in which it how to do what to do and when to do. It helps
the business to run in the long time bases. Planning gives proper direction to the business.
Implementation – The third step is implementation which include proper implementation of the
strategies which are planned by the marketers
Control – after the implementation the next step is to control the given situation as if there is
negative feedback then it requires control in which the product must be improvised properly.
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Marketing strategies – The last step is developing marketing strategies in which the Amazon
decides the various distribution channel and also it will decide the different promotion and
pricing strategies and also it will concentrate upon the physical process.
CONCLUSION
These above report is based on the marketing essential which act as the link between the
seller and the buyer. In which the company offer different marketing strategies to attract the
customers. Further this report cover the current and future trends of marketing and also the
marketing process and further it will conclude that there are many roles and responsibility of
marketing manager and also marketing mix helps the company to attain desire the goals of the
organisation and also it is necessary to analyse the marketing process.
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REFERENCES /Bibliography
Bhatt, R.K. and Gupta, D., 2018. Essentials of Marketing Management in LIS. Library
Philosophy & Practice.
Eletxigerra, A., Barrutia, J.M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing & Management.9.
Pp.72-84.
Folinas, D. and Fotiadis, T., 2017. Marketing and Supply Chain Management: A Systemic
Approach. Routledge.
Groucutt, J. and Hopkins, C. (2015) Marketing (Business Briefing). London: Palgrave Macmillan
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management. Pp.23-52.
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
Brassington. F. and Pettitt. S. (2007) Essentials of Marketing, second Ed. Published by Pearson
in London
Kotler. P and Armstrong. G. (20013) Principles of Marketing. London: Prentice Hall
WWW.Amazon.co.uk
WWW.marketingmix.co.uk
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