BM461 Global Business: Impact of Key Drivers on Amazon's Functions

This report analyzes the impact of key drivers, specifically brand awareness and e-commerce, on two functional areas of Amazon Inc.: the marketing department and the research and development (R&D) department. It highlights how the marketing department must develop strategies to maintain and enhance Amazon's brand awareness globally, while also tailoring e-commerce strategies to different regions. The R&D department needs to research consumer needs in various countries to optimize the website and application, ensuring the company's continued success in the global market. The report concludes that both departments are significantly affected by these key drivers, necessitating careful consideration for strategic planning and long-term growth.

Global Business
Environment

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Key drivers which impacts the two functional areas of the company:.......................................3
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................4

INTRODUCTION
The global business environment states the condition in various self regulating nations with the
elements to the current environment of the firm which assists in examining the qualities and
decision making utilization of the resources. The following report is based on Amazon Inc.
which is a American multi national company majorly focuses on the technology and e
commerce. The following report will cover the ways in which key drivers can affect the two
functional areas of the company.
TASK
Key drivers which impacts the two functional areas of the company:
Marketing Department - The marketing department is vital for the promotion of any brand or
organisation which lead to drive sales of their good and services. It also helps in knowing the
target market area or audience of the brand (Dayal, and Palsapure, 2020). In simple words, this
department is the section of the organisation with having a responsibilities of promotions of the
products and services of the respective brand. The two impact of two key drivers on this
department is mentioned below:
 Brand Awareness – In case of Amazon Inc. their brand value globally is really very high
so in order to maintain and increase the brand awareness of the company, marketing
department of Amazon has to make proper strategies which are beneficial for them at this
high level because awreing people globally while maintaining the same good will of the
company is very difficult.
 E commerce – Company's major operations are related to E commerce world wide so
marketing department has to focus on making different strategies according to the
different regions on how to enhance their sales globally (Goubil, 2021).
Research and development department – It involves the activities which organisations initiate
to research, innovate and launch the new services and products of the respective company. In the
process of development it is often the first step and the main motive is to introduce new services
and goods to the market (Conick, 2017). The two impact of two key drivers on this department is
mentioned below:
 Brand Awareness – In terms of Amazon Inc., management's prior is to find the various
ways in improving their brand image all over the world and to develop some strategies on

how they can establish themselves in the remote or rural areas of different countries
(Rikap, 2020).
 E commerce – Company is working globally so in order to maintain their sales and
earnings, this department has to research about the needs and wants of their consumers of
different countries or regions and create their website and application in accordance to
that only.
CONCLUSION
From the above report it is concluded that, there are several key drivers which affects the
functional areas of the businesses. Marketing department faces major impact of above two key
drivers as the department has to make their marketing strategies in accordance of those key
drivers. Additionally, research and development department also has to study and research about
these drivers for the smooth functioning and long term success of the company.
REFERENCES
Books and Journals
Conick, H., 2017. It’s the end of retail as we know it: how can marketers adapt?. Marketing
News.
Dayal, S. and Palsapure, D., 2020. A study on the individual's online shopping continuance
intention on Amazon. in for consumer electronics. International Journal of Business
and Globalisation, 24(2), pp.240-255.
Goubil, H., 2021. Amazon: A Maze Through China-An International Marketing Case Study.
Rikap, C., 2020. Amazon: A story of accumulation through intellectual rentiership and
predation. Competition & Change, p.1024529420932418.