This report focuses on the digital marketing requirements for Amazon to sustain and capture market share in the UK, particularly within the online food delivery sector. It begins with an introduction outlining Amazon's history in the UK market and the rationale for focusing on the food delivery business. The main body of the report delves into the factors affecting brand revival, including macro and micro environmental analyses using PESTEL and SWOT frameworks. It examines political, economic, social, technological, environmental, and legal factors specific to the UK market. The SWOT analysis highlights Amazon's strengths, such as its established customer base and delivery network, and weaknesses, like the common business model and past reputational issues. Opportunities include market expansion and integration of new business models, while threats include increased competition and economic impacts. The report also includes a brand audit and conceptual map, assessing Amazon's brand image, customer perception, and competitive positioning. Finally, the report evaluates customer journeys and performance evaluation mechanisms, concluding with recommendations for improving Amazon's digital marketing strategies to revitalize its brand within the UK's online food delivery market.
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