Developing a Strategic Marketing Plan for Amazon: An Evaluation

This report critically evaluates Amazon's strategic marketing plan, exploring techniques, methodologies, and risk management strategies. It analyzes how marketing techniques and tools support the organization's strategy and impact the marketing plan. The report determines marketing methodologies and approaches that contribute to a marketing plan within a complex audience, addressing associated risks. It further analyzes the components of a marketing plan and their importance in achieving strategic objectives, developing mitigation strategies for high-risk components. The report discusses how the plan supports strategic objectives, develops an approach to gain agreement for the marketing plan, and provides review measures for the agreed plan, contributing to a comprehensive understanding of Amazon's marketing function and its alignment with organizational strategic objectives.

Strategic management

Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................5
Critically evaluate how marketing techniques and tools can support the strategy of an
organisation and how this impact on the marketing plan............................................................5
Determine marketing methodologies and approaches that contribute to a marketing plan within
the complex audience..................................................................................................................6
Address risk associated with the marketing plan.........................................................................8
TASK 2............................................................................................................................................8
Critically analyse the components of a marketing plan and the level of importance of each
components of a marketing plan and the levels of importance of each component to the
achievement of strategic objectives.............................................................................................8
Address mitigation strategies for high-risk components of the plan.........................................10
Develop a marketing plan that will achieve strategic objectives for a complex organisation...11
TASK 3..........................................................................................................................................11
Discuss how the plan supports strategic objectives...................................................................11
Develop an approach to gain agreement for the marketing plan that will change organisation
actions and methods to achieve strategic objective...................................................................12
Critically evaluate and provide review measures for the agreed plan.......................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Strategic management is known as the on going process and his help in attaining the
organisational goals and objectives of the business and this can be result useful by making
effective strategies in the business and then implementing it for getting better results. This report
is about Amazon and this is an multinational company of technology which has their main focus
one commerce, artificial intelligence, digital streaming and cloud computing. This report
involves all the marketing tools and techniques which also involves various approaches and the
methodologies and the risk which is involved in the marketing plan and this report also involves
the strategic objective and the measures which is involved in the plan in context with the
organisation. The analysation of these points is described below.

TASK 1
Critically evaluate how marketing techniques and tools can support the strategy of an
organisation and how this impact on the marketing plan.
There are various marketing techniques which is followed by Amazon for there better upliftment
and profitability level and this can also helps them in attaining aim and objective of the
organisation effectively as they uses various marketing techniques which make them successful
and also helps them in achieving high productivity and profitability of the business as they uses
various techniques which helps in the marketing plan of Amazon for the better assessment of the
business as these techniques are describe below.
Optimised Amazon SEO
As customer base which is globally oriented has the optimised product of the Amazon and this is
helping them in the developing and finding their new customer base for the better expansion of
the business and this they are doing by there search engine and this also sets the priority of the
work which is users all the operational and business functions. This can help in the marketing
strategy as this helps in maintain focus there and make the more convenient and can develop a
effective marketing plan(Schiavone, and Simoni, 2019).
Affiliate marketing
For reaching to the maximum audience base it is important to perform various marketing
strategies for the better results of the resources and in Amazon affiliate marketing is this
develops the program and this marketing techniques helps them in advertising and promoting
there products an services so that they can reach to the maximum audience. This also helps to
give employment by earning commission. This helps in the marketing strategy in the form of as
they fulfil the demand of the customers effectively and this can also impact positively in
developing and running a marketing plan effectively.
Amazon advertising
This is a way for making aware about all the products of Amazon by advertising the products on
there screens for according to the latest history and searching as Amazon usually uses three kinds
of advertisement and that are product display ads, display ads and sponsored brand ads. This
helps in the strategic management as this helps in building there brand for the better expansion of
the organisation(Hansen, and Juslin, 2018).

Third party advertising
This is also a kind of advertising which is used by Amazon as this is a process in which third
party make the promotion and advertisement of the organisation and which also helps in leading
the conversion rate and click through. Amazon uses Google and Facebook ads for using the
third-party advertising. This also comes under strategic management as this helps in making the
customers and the audience aware about the products if Amazon. Marketing plan can be
developed with the better customer base.
Customer review
As Amazon has the famous feature at Amazon by which customers can easily search the original
review of the customer in the form of comments or photos and this also involve the product
review in the form of stars and factors gives clarity to the customers for their buying. This is an
positive factor which can help in developing strategies and this can also further reduces the
efforts of customers and they got real reviews which attracts them to buy the products from
Amazon(Thrassou, Vrontis, and Bresciani, 2018).
Determine marketing methodologies and approaches that contribute to a marketing plan within
the complex audience.
The marketing methodology and various approaches which is used in the development and
creation of proper marketing plan for the better effective and efficient manner and this can help
in creating audience and these are also used by Amazon and this has also benefited in the better
assessment of the marketing plan and the various approaches which is used by Amazon for
earning profit and for the better expansion of the market and the methodologies and approaches
are described below.
Methodologies
Attract
This is considered as the first step and this is done for the successful marketing plan and in this
step customers are attracted through the website and this is also done by analysing and
evaluating the demographics and the targeted audience of the business and this can be also done
by using the social media sites and different websites and platforms like Facebook and AS
words(Beirman, 2020).
Convert

As this is a method which is used by Amazon and in this step all the visitors of the website drops
as this is a way in which all the visitors customers convert to the paying customers and in this
also helps in the smooth processing of the business operations and the functions and this also
lead in expanding the conversion rate of websites and this also manages the cost of the
organisation in an effective manner.
Delight
This is the stage in which customers are ready to buy the products of the organisation and allows
there payment information to be assessed and in this stage customer experience matters for
making the effective strategies of the organisation and this can further lead in high customer rate
of the organisation and this step also can build an destroy the reputation of the business and this
also make expand the business effectively(Sahaf, 2019).
Analyse and improve
This is a step in which all the analysation and improvement related to every strategies and
approaches are involves for the better functioning of the business operations in the business and
this also lead in the successful marketing plan of the business and this also be done by marketing
analytics and these methodologies impact in the organisational activities effectively.
Approaches
There are various marketing approaches which is used by Amazon for expanding their business
and for the better expansion of the business as these approaches helps the organisation o gain
organisational aims and objectives of the business as these approaches are described below.
B2B vs B2C
In B2C the products of the organisation targets all there customer base directly and in this all the
selling procedure is executed quickly and this lowers the cost of the business operations and
makes it more effective and reasonable and in B2B marketing various stakeholders are involves
in the operations and in the selling process is quite longer(Brooksbank, Subhan, and Miller, 2018).
Local vs International
In local marketing there are various techniques which can be used in an offline terms as this can
be in the form of partnership, conference, branding, sponsoring, print, local and local media
exposure. In the international market all the strategies and plan according to the different rules
and regulation of different countries.

Address risk associated with the marketing plan.
There are various marketing risk which is involved while making a marketing plan and suffered
by the business and these risk are found in the business operations an functions of the business
and in this potential risk and failure involves the factors which is involved sales, pricing,
distribution, product development, customer experience and promotion.
Brand risk
This is known as the valuable bran in which all the risk has their brand value and this is because
of the competition in the market and this also lead in the decreasing of the brand awareness of
the products of the business along with the business(Gerritsen, and van Olderen, 2020).
Product development
This is the risk which is related to the launching and the development of the products and in this
all the products does not success at every launch of the product and in this risk of product
development and this also involves the innovation and the project risk of the business.
Demand risk
This is known as the risk which fulfils the demand of the products and the services of the
business which can impact In the customer preference and there needs and this face failure in the
product obsolete and in the innovation of the organisation(D’Andrea, 2020).
Operational risk
As these are the kind of risk which involves the risk which is related to the business operations
and there functions and this can also lead complexation in the maintained of the various
operational function for the further manufacturing and the production process of the business
which can also resolve all the product launch and the chain problem which can also face the
inventory level of the business.
TASK 2
Critically analyse the components of a marketing plan and the level of importance of each
components of a marketing plan and the levels of importance of each component to the
achievement of strategic objectives.
Marketing plan is known as the document which is made by the business and this is done with
the efforts and advertising of the marketing efforts and this is done with the advertising activities,

marketing strategies and the promotional activities which are inter connected with each other and
there various elements which is involved in the marketing plan that are making the marketing
objectives while using SMART goals and this also involves the marketing position of the current
organisation for the better positioning of the business in the industry and this also involves the
market research and then outlines all the targeted market In the industry. In this various
marketing activities are involved for fulfilling the goals of the business effectively and this can
be also measured by key performance indicator and the marketing mix. In this various marketing
strategies and the competition is involved and this also involves the organisational performance
and the marketing budget which manages all the finance of the business in an effective manner.
Various components of marketing plan are analysed and described below(Guercini, 2020).
Market research
This is process which is known as the analysation of the external environment in the industry nd
this can be used by various analysation tool like SWOT and PESTLE which analyses all the
internal and external factors of the organisation and make the better functioning of the business
operations as this component is important in the marketing plan as this analyses all the risk
which is related to the organisation for the better making of the strategies.
Target audience
This component is used for managing and understanding the needs and the requirements of the
customers and this also analyses the problems and wants of the same as after the better
understanding of the requirements of the customers it become easier to develop and innovate
things accordingly as this is important In the marketing plan which helps in analysing the
marketing needs of the customers for fulfilling them accordingly.
Market strategies
In an marketing plan marketing strategies are also important to be analysed for making better and
effective strategies for the better functioning of the business as these strategies are known as the
actions which is used for the positive and negative impact of the business as basically in an
marketing plan pricing strategies is involved which is done in the business so that all the tools
and strategies work appropriately in the business(Osovtsev, Przhedetskaya, and Sagidullaeva, 2018).
Goals and objectives
In an marketing plan aims and objectives is important to be analysed so that approaches,
strategies and other operational activities can be done accordingly for the better assessment of

the business and before this setting of objective Is important and this can also make the working
effective of the organisation and the objectives that the business set should be quantifiable,
current and measurable.
Address mitigation strategies for high-risk components of the plan.
Risk mitigation strategy is known as the approach which can help in reducing the risk of the
marketing plan and allows high level of profitability of the business and this can also impact in
various kind of risk and this also identifies all the steps and the actions which is required for
implementing mitigation strategies. There is various risk mitigation strategies which can be
utilise in the marketing plan and for the better assessment of the business are described below.
Assuming and accepting risk
This is known as the acceptance strategy and this also involves the collaboration in between all
the team members of the business and in this all the risk is being analysed and this strategy is
basically used for understanding and identifying all the risks and this also impacts in cost related
to the risk and this also impacts in the risk which is related to the performance of the
organisation(Volle, 2021).
Avoidance of risk
This is known as the strategy which is assumed and accepted in the risk and this also involves
various opportunities which is require to solve all the risks and this also helps In implementing
various steps and methods which can resolve the risk of the business and in this the production
risk and this also involves the various risk which is involved with the cost and the performance.
Controlling risk
This is the strategy which is used for implementing all the risk which is done in the project and
this is known as the mitigation risk and this strategy also identifies and accepts all the actions
which is eliminated with the impact of various risk presentenced in the marketing plan and these
can be controlled by various effective measures and the methods which is presented in the
business and the marketing plan.
Transference of risk
These are the risk which is taken into consideration and in this the risk is mitigated with the
viable strategies as in this the strategies are transferred with various risk and in this all the
strategies are implement accordingly and which is accepted by the business and these strategies

are involves in the risk mitigation and analyses all the performance which is related to the
organisational strategies.
Watching and monitoring risk
This is a strategy which is used in monitoring all the risk and this also identifies the changes that
can impact in the risk and in an marketing plan production is also used for the standard project
and all the business operations, functions and the cost is analysed and monitor of the business
which can also impact in the completion of the project in the business(Direction, 2018).
Develop a marketing plan that will achieve strategic objectives for a complex organisation.
Mission of business
As mission of Amazon is under four principles and this involves all the customer obsession
without focussing on the competition in the market and this is for the long term and commitment
operational excellence of the business as this further involves all the all the personalised
recommendations which is related to the organisation and this also involves various products
which is included in the mission of Amazon.
KPI of the mission
The KPI of the amazon mission is that there has the impact on the bottom line of the business
and Amazon is known as the valuable brand of the industry and with the proper growth of the
business globally and they also has an good rate of interest with the promotions of ads and they
also has the successful rate of inventory in the business and they also had the positive reviews
and rating on the website of the business(de Almeida, and Spers, 2019).
Identifying buyers
There are various buyers which is involved in the business and merged with Amazon for gaining
various benefits which helps them in expanding the business effective and this can also make the
organisation more powerful from other competitive organisation.
TASK 3
Discuss how the plan supports strategic objectives.
Marketing plan supports the organisation in many such ways as they usually acts as a function
and helps the strategies in fulfilling all the objectives of the business effectively and this also

helps in complementing all the strategic aspect as marketing plan is known as the written
document and this can help in strategies and there planning process in an effective manner by
implementing all the strategies of the organisation effectively and this can also benefits in the
better functioning of the business operations as marketing plan always analyses all the internal
and external factors of the organisation which benefits them positively or negatively with the
involvement of various risk which is presented in the marketing plan and this further make the
marketing strategies effective and make there operations better so that the strategies can be
implemented and run smoothly as Amazon has also used various marketing plans for the
upgradation and for making the proper use of strategies and this can make the planning process
of the organisation more easier.
Develop an approach to gain agreement for the marketing plan that will change organisation
actions and methods to achieve strategic objective.
There are various approaches which can be used for gaining the strategic objective of the
organisation effectively and this also make easier in gaining aims and goals of the business in an
effective and efficient manner as this can be done by establishing all the mission and vision of
the organisation in which the major components which is involved are community, customer,
employee nd shareholders as by measuring the progress of the organisation also benefit and helps
in achieving the strategic objective of the business and this can be dine by targeting the audience
by using demographics of the business and then strategy can also be formed for attain the
objective of strategy of the business by analysing the performance metrics of the business and
the current performance of the business and this also helps in the better performance of the
organisation(Mogaji, Maringe, and Hinson, 2020). This can also be done by setting the short terms
and long terms tactics in the business which fulfils the gap in between benchmark and the current
performance of the business by focusing on the goals of the business in an effective manner and
this can also be done by getting everyone on the board which is to analyse every performance
quarterly for the better upgradation of the business activities of the organisation and in an
effective manner. Lastly it can also be attained by measuring the performance and developing it
with the new formation and innovation in the business.

Critically evaluate and provide review measures for the agreed plan.
This can be properly evaluated by analysing the rate of return on investment in the organisation
as this is the best way of analysing all the results as this also evaluate and determines the
adequate returns which is based on the investment of the business and there business operational
and functions it here is not up to the mark then it can also result in changing strategies and this
can also be analysed by reviewing the sales in an numeric term which makes the analysation
effective and this also examines all the changing generating customers requirements and the
marketing efforts with the customer response time for analysing all the marketing plan in an
effective manner before implementing it to the industry.