Detailed Analysis of Marketing Concepts and Internal Relations

This report provides an in-depth analysis of marketing concepts and internal relations, focusing on the marketing strategies of Amazon and Walmart. It begins with an evaluation of different strategies, including PESTLE analysis and service strategy, that can be employed by Amazon. The core of the report is a detailed comparison of the marketing mix of both companies, examining components such as price, product, place, promotion, people, process, and physical evidence. The analysis highlights the strengths and weaknesses of each company's approach, ultimately concluding that Amazon's marketing mix is more effective. The report emphasizes the importance of a strong marketing mix for success in the retail industry and references relevant academic sources.

MARKETING CONCEPTS AND
INTERNAL RELATIONS

TABLE OF CONTENT
• INTRODUCTION
• An evaluation of different strategies

INTRODUCTION
The presentation highlights upon the assessment and application of diverse strategies in order to
derive various competitive benefits from the target market environment. The application of
Marketing mix of Amazon as well as its comparison with Walmart is discussed under the respective
presentation.

AN EVALUATION OF DIFFERENT STRATEGIES
• The implementation of the appropriate strategies at the appropriate time can help Amazon in the
accomplishment of its marketing objectives. There are numerous strategies that can be considered by
Amazon in order to achieve its short and long term objectives such as :-
• Pestle Analysis can be conducted on a regular basis through which Amazon can identity the external
environment of the market and can facilitate the necessary modification in its line of business on the basis
of the same.
• Service Strategy can also be taken into confederation by Amazon and the company can focus on providing
the best quality services to the customers in order to encourage the customer engagement and satisfaction.
This can also help the company to build good rapport with the clients and company will also get assistance
in facilitation of customer relationship management functions.

A COMPARISON OF HOW DIFFERENT
ORGANISATIONS APPLY THE MARKETING MIX
• Marketing Mix can be characterised as a tool that allows the business firm in the market
environment to facilitate marketing objectives and goals in a deliberate manner. A detailed
comparison of the marketing mix of Amazon and Walmart is as follows :-
Component Amazon Walmart
Price The price of the products and services provided by
the specific firm is usually quite affordable by the
individuals . It has a wide range of products and
services available for each and every type of
individuals. Customers who want to invest in less
expensive products can shop through Amazon as
well as the customers who want to facilitate
purchase in expensive and quality products can also
utilise the
The price of Walmart is competitively high from
other organisation in the respective industry. The
reason behind the same can be termed as the quality
and brand mane of the company. The customer
loyalty as well as the retention of the same allows
the company to charge higher prices and still
capture a good market share in the business
organisation./

CONTINUE
Product Amazon provides all variety of the products and services to its
customers ranging from beauty and cosmetic products to food and
kitchen products and many other.
Walmart deals in producvts and services from almost all the industries.
Home appliances, food services, electrical appliances, beauty products,
clothing , footwear etc.
Place Amazon conducts its operations and business functions on online
platform and stores. The respective element allows the firm to connect
to wider set of population from all across the globe in order to enhance
their awareness about the products and services delivered by the firm in
the concerned market domain.
Walmart carries out its business operations through physical stores.
Interested customers can visit the stores of Walmart in order to buy
their choice of products and services from the same.
Promotion Amazon capitalizes upon online advertisement through social media
and other web portal that helps the firm to enhance the popularity of the
firm in the long run.
Walmart relied upon the various promotional tactics such as banners,
hoarding, word of mouth, good review, marketing campaigns etc. in
order to enhance the popularity of the product and services among the
target customers.

CONTINUE
People People can considered to be the most important component of
Marketing Mix as the execution of the operations performed by the
organisation relies upon the same. Amazon hires competent and
intelligent staff that posses the necessary skills set and attribute that
can help the company to reach greater heights in the concerned market
industry.
Walmart's people component is very advanced and skilled and every
individual provides justice to their riles in order to enhance the
productivity of the firm on a constant basis.
Process The marketing process and procedure of Amazon is quite flexible and
adaptive to the changing demands and requirements of the dynamic
market structure.
Marketing process of Walmart is very systematic and orderly in
nature. The company focuses upon the requirement of the customers
an plans the marketing process in accordance with the same.
Physical Evidence The physical evidence of Amazon can be derived through the receipts
and bills generated from the purchase made by the customer base of
the respective business institution.
Walmart physical eveidenc3e can be termed as its physical stores in
various different cities across the globe. The purchase receipts of the
customers can also considered to be a proof that can be taken into
consideration as physical evidence.

CONCLUSION
• From the above analysed information, it can be concluded that Amazon's marketing mix is more
effective and appropriate in comparison to the marketing mix of Walmart. Amazon has an
aggressive marketing plan whereas Walmart's marketing plan needs to be reconstructed and
necessary modification needs to be implemented in the same. Overall, it can be stated that in
order to lead the market and emerge as one of the biggest dominant companies in the retail
industry, it is very important to emphasis over the marketing mix as it can facilitate firm is
acquisition of various perks and edges that can optimised at the right to gain success in the long
run.

REFERENCES
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pp.1772-1778.
• Medvedeva, Y., 2020, August. Marketing orientation as a basis for retail structures' innovative
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