Assessing Amazon's Marketing Mix & Value Proposition in Singapore

This report examines Amazon's marketing mix and value proposition within the Singaporean market. It identifies the key elements of Amazon's strategy, focusing on product offerings, competitive pricing, extensive online presence, and web-based promotion. The analysis reveals that Amazon prioritizes delivering value to customers through premium service, particularly fast delivery, rather than solely competing on price. The company's success is attributed to its ability to efficiently fulfill orders, as highlighted by Amazon Prime's two-hour delivery option. While aggressive pricing is a general strategy, Amazon adapts to the Singaporean market by emphasizing unique delivery services and enhancing the overall shopping experience to compete with local rivals like Lazada and RedMart. The report concludes that Amazon in Singapore is committed to providing value and premium services, establishing price as a secondary factor for achieving a competitive edge.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author note

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Table of Contents
Introduction................................................................................................................................2
Marketing Mix of Amazon.........................................................................................................2
Value Proposition of Amazon....................................................................................................3
Conclusion..................................................................................................................................3
References..................................................................................................................................4

2MANAGEMENT
Introduction
The paper throws light on analyzing the value proposition of Amazon in the market of
Singapore. With the help of the 4P's of the marketing mix, the different aspects of services
and products offered by Amazon will be identified.
Marketing Mix of Amazon
Product- Amazon is the e-commerce company which allows the customers to
purchase the different products immediately from the website of the company. The various
products such as Kindle, mobile phones and tablets, clothing for men and women are being
delivered to customers utilizing the delivery service organizations (Adner et al., 2017).
Price- Amazon uses competitive pricing technique as to stay ahead of the other
competitors such as Flipkart in the market. Amazon tries to apply the premium pricing
technique and ensuring fast deliveries in Singapore which have assisted them in staying
ahead of the competitors.
Place- The brand image of Amazon is strong which it has enabled them in creating an
extensive presence in the market through the online presence throughout the world (Lacoste,
2016). Most of the bases of Amazon is situated in different states of USA, and the employees
of Amazon are relaxed and friendly.
Promotion- Amazon tries to use the web-based advertising which helps them in being
ahead of the competitors. Furthermore, Amazon relies mainly on word of mouth which is a
positive aspect of having future loyal customers (Stead & Hastings, 2018).
These are the essential 4Ps of marketing mix which will be helpful in managing their
overall efficiency appropriately.

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Value Proposition of Amazon
From the overall marketing mix, it can be analyzed that the value proposition of
Amazon is that they are offering value to the customers through promising premium
customer service with the main focus on the fast delivery aspects. By not only competing
towards the price, but the market success of Amazon is also entirely based on the ability to
deliver the orders swiftly and efficiently. In the present scenario, Amazon Prime is wholly
focused on the two-hour delivery aspect which meets the different demands of the
customers. There has been the inclusion of fulfillment mode in which all the products are
being available to the customers with fast delivery on selected items as well
(Todayonline.com, 2019).
Moreover, Amazon has been mainly focused on the aggressive pricing strategy;
however, it is not a similar case in the Singapore market. To provide value to the customers,
Amazon is trying to offer similar products and capture the entire competitive business
environment with unique two-hour delivery along with the improvement of the whole
shopping experience (Lacoste, 2016). However, in Singapore market, there are two major
competitors such as Lazada and RedMart, in such cases, Amazon has tried to effectively
target a much larger share of customers by focusing mainly on online shoppers who are
present in the market.
Conclusion
From the article, it can be concluded that Amazon in Singapore is mainly focusing on
providing the customers with value and the premium services and the company has kept
pricing as the least essential aspect for gaining competitive advantage in Singapore market.

4MANAGEMENT
References
Adner, R., Barney, J. B., Porac, J., Priem, R. L., & Ryall, M. D. (2017). Customers and Value
Propositions: Rethinking Strategy from the Demand Side. In Academy of
Management Proceedings (Vol. 2017, No. 1, p. 10674). Briarcliff Manor, NY 10510:
Academy of Management.
Lacoste, S. (2016). Sustainable value co-creation in business networks. Industrial Marketing
Management, 52, 151-162.
Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the
balance right. In Social Marketing (pp. 29-43). Psychology Press.
Todayonline.com (2019) Amazon Singapore banks on value, not price, for success (online)
Retrieved from https://www.todayonline.com/commentary/amazon-singapore-banks-
value-not-price-success [Accessed on 5 February 2019]