This case study examines the marketing strategies employed by Amazon UK, focusing on how the company utilizes various concepts to drive revenue growth. It analyzes Amazon's distribution strategy, customer analysis techniques, methods for creating a competitive edge, and brand equity strategies. The study highlights Amazon's success in expanding its customer base and operations, while also addressing the challenge of achieving profitability. It explores the marketing mix, segmentation strategies, and the BCG matrix as applied by Amazon. The study concludes by emphasizing the need for Amazon to focus on profitability and long-term sustainability in the face of increasing competition. The case study offers an in-depth analysis of Amazon's business model and its position in the UK market.
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