Business Research: Brand Management Strategy of E-Commerce - Amazon

This report presents a comprehensive analysis of Amazon's brand management strategy within the e-commerce industry. It investigates the marketing plans and brand marketing strategies employed by Amazon, including the use of digital and traditional media, pricing strategies, and market segmentation. The research explores the impact of these strategies on Amazon's performance and business expansion, examining the role of digital marketing, social media, and mobile technology. The report includes a literature review, research questions, methodology, and a research schedule, along with an ethical considerations section and limitations. The conclusion highlights Amazon's effective marketing strategies and the increasing importance of brand management in the competitive e-commerce landscape. The study utilizes both primary and secondary data collection methods and employs a quantitative research approach to assess the effectiveness of Amazon's brand-building efforts and sales growth.

RUNNING HEAD: Business Research
Business Research
Brand Management Strategy of E-Commerce: A study of Amazon

Brand Management Strategy of E-Commerce: A study of Amazon 1
Table of Contents
Introduction................................................................................................................................2
Project Objective........................................................................................................................3
Project Scope..............................................................................................................................4
Literature review........................................................................................................................5
Research questions/Hypothesis..................................................................................................6
Research design and methodology.............................................................................................7
Research limitations...................................................................................................................9
Research Schedule (Research plan).........................................................................................10
Conclusion................................................................................................................................13
References................................................................................................................................14
Appendix..................................................................................................................................15

Brand Management Strategy of E-Commerce: A study of Amazon 2
Introduction
This research program has been executed on the topic “Brand Management Strategy of E-
Commerce: A study of Amazon”. Brands are being used the companies for providing a
unique place to the products or services in the market. This research program will help in
developing knowledge of the brand marketing strategy. Brand management strategy of
Amazon will be discussed which have contributed towards the growth and success of
Amazon. For the purpose of providing valuable information, different methods or approaches
will be used.
Figure: Amazon
Source: (Amazon, 2017)

Brand Management Strategy of E-Commerce: A study of Amazon 3
Project Objective
The research objective is decided for the purpose of setting goals which need to be attained
from the execution of the research. This research program has been conducted with a motive
to evaluate the marketing plan and brand marketing strategies which are being followed by
Amazon. The purpose behind adopting this marketing plan and brand marketing strategies is
to increase the sales as well as the expansion of the business.

Brand Management Strategy of E-Commerce: A study of Amazon 4
Project Scope
This research is being conducted for identifying the new and innovative marketing strategies
which can be adopted by Amazon. Understanding will be developed regarding the branding
and the brand image of Amazon. The discussion will be made regarding the use of the digital
media and traditional media plans for the marketing of the business through e-commerce.

Brand Management Strategy of E-Commerce: A study of Amazon 5
Literature review
Amazon is operating in the E-commerce industry and is focusing on the expansion of the
business with the help of effective marketing strategies. Marketing has been used for the
purpose of creation of the brand image. Changes in the marketing function are taking place in
accordance with the change in the requirements of the customers of the business. The focus
of the marketing strategies is on use of digital social media (Brown and Dant, 2014). Digital
marketing has been used by companies which have enhanced the relationship of the business
with the customers. It has promoted transparency and consistency. Size of the industry and
business helps in determining the marketing and branding strategies of the business. There is
a need to spread brand awareness among the public. Marketing has helped businesses in
communicating with the customers (Buil, et. al., 2013).
According to Haucap and Heimeshoff (2014), marketing mix and its elements are being used
by the businesses for enhancing the growth of the business. Pricing strategies of Amazon
have enhanced the chances of growth in the industry. Willingness to pay for the customers
helps in making decisions regarding the discounting policy of the business. Digital social
media has also contributed towards the attainment of the objectives of the business. Amazon
is providing a platform to the suppliers to sell its products or services to the customers. The
twofold platform is the part of the marketing strategy of Amazon. Mobile technology has
enhanced the growth chances of Amazon as the free application has been used by the
company for offering products or services to the customers. Market segmentation strategy has
been used by Amazon which has helped in targeting the market in a better manner (Sharma,
2015).

Brand Management Strategy of E-Commerce: A study of Amazon 6
Research questions/Hypothesis
Primary question
 What is the importance of marketing plan and brand marketing strategy for the
business?
Secondary questions
 What is the impact of brand marketing strategy on the performance of the Amazon?
 Which factors have motivated Amazon to use brand marketing strategies?
Hypothesis
 Brand marketing strategies have enhanced the chances of growth and expansion of the
business.
 Marketing has diverted the focus of business from the other functions of the business.

Brand Management Strategy of E-Commerce: A study of Amazon 7
Research design and methodology
This section of the research develops knowledge of the various methods or approaches which
will be adopted for the completion of this research program. For the execution of the
research, there is a need to gather quality data.
Research design or method: quantitative research method has been chosen after analysing
various available research methods. This research method has been selected with a motive to
gather quality data for the achieving the objectives framed for the research. The quantitative
method uses primary and secondary methods of data collection for gathering the relevant data
for the research program (Patel, 2009).
Research approach: quantitative research approach has been selected after evaluating
different approaches available. This approach will help in gathering reliable data for the
execution of the research (Acaps, 2012).
Data collection: a collection of data is an important aspect of the research which forms a
base for the successful completion of the research. Primary and secondary methods of data
collection have been chosen for this project. The motive behind the selection of these
methods is to gather data in large quantity and updated data (Mwamadzingo, 2011). Data
which is available in raw form and is collected from the respondents directly is termed as
primary data. Secondary data is the second-hand data which is gathered from the reliable
sources (Lehman, 2011).
Procedures and techniques: a technique will be adopted for the analysis of the collected
data. Random sampling technique will be adopted which will ensure that data is analyzed
within the limited time frame and limitations are not creating an impact on the execution
process of the research (Etikan & Bala, 2017).

Brand Management Strategy of E-Commerce: A study of Amazon 8
Data analysis: this research program will be based on the quality data collected on the basis
of the primary and secondary data. Analysis process will be initiated with the use of random
sampling technique. This technique has been selected with a motive to analyze the data
effectively and forming a conclusion. The analysis is an important part as the relevancy of the
data can be maintained with analysis of the data.
Research strategies: strategies are adopted for conducting the research in a proper manner.
A systematic approach will be applied by the researcher. A sequence has been developed on
the basis of the systematic approach.
Choice: it is vital to select the methods or approaches after proper analysis so as to ensure
that most suitable alternative has been selected by the researcher.
Research time frame: this research has been divided into different activities on the basis of
which actions will be taken for completing the research. It is vital to conduct the research
within the time allocated for maintaining the relevance of the research.
Collection of data and targeted market: targeting market is the process of identification of
the source from where information has to be gathered for conducting the research. Decision
has been made regarding the methods for data collection and as per the decision, primary and
secondary sources will be applied. A questionnaire is to be prepared and distributed among
the respondents. Different internet sources have been targeted for gathering secondary data
(Lowry, 2015).
Ethical consideration: the term ethics is the bifurcation between the right and wrong. Ethics
will be considered during the execution of the research program. The motive behind adopting
ethical values and principles is to ensure that research is conducted in a fair manner. Principle
of honesty, fairness, confidentiality, and integrity will be adopted during the initiation and
completion phase of the research.

Brand Management Strategy of E-Commerce: A study of Amazon 9
Research limitations
There are few factors which have the potential to affect the research process. These factors
need to be dealt in a proper manner for eliminating the impact of these factors on the
research. Below are the limitations which can affect the completion of research:
 Availability of short span of time: time available is fixed and all the activities of the
research are required to get completed within the time allocated. This is done with a
motive to maintain relevancy of the program.
 Lack of control on the sources of data: data collection sources need to be identified
for gathering quality data. For coping with this limitation, focus will be on primary
and secondary data.
 Lack of resources: success of the research is dependent on the optimum utilisation of
the available resources. Resources have been used in the most appropriate manner.

Brand Management Strategy of E-Commerce: A study of Amazon 10
Research Schedule (Research plan)
Serial
number
Activities Starting
date
Duration
(in Days)
Date of
completion
Details
A Initiating
research topic
process
13
September
2017
2 14
September
2017
During this
activity, decision
will be taken
regarding the
topic on which
execution of the
research will be
done.
B Constructing
plans for the
research project
15
September
2017
5 19
September
2017
Plans will be
constructed for
executing the
program for the
attainment of the
objectives.
C Initiation
implementation
process of the
plans
20
September
2017
7 26
September
2017
During this
activity, actions
will be taken
regarding
implementation
of the plans

Brand Management Strategy of E-Commerce: A study of Amazon 11
developed.
D Making decision
regarding the
data collection
methods
27
September
2017
1 27
September
2017
During this
activity, decision
will be made
regarding the
selection of
method for data
collection.
E Analysis phase 28
September
2017
9 06 October
2017
Analysis of the
data will be
initiated in this
phase.
F Analysis of the
collected data
07 October
2017
6 12 October
2017
The analysis will
be made of the
collected data for
evaluating the
data.
G Conclusion and
recommendations
13 October
2017
2 14 October
2017
Conclusion will
cover key aspects
of the research
and
recommendations
will cover the
aspects which
will form base

Brand Management Strategy of E-Commerce: A study of Amazon 12
for future
research.
Gantt chart

Brand Management Strategy of E-Commerce: A study of Amazon 13
Conclusion
Thus, it can be concluded from the above discussion that Amazon is performing well in the
industry. It has adopted effective marketing strategies for the expansion of the business.
Competition in the E-commerce industry is increasing and for coping with this issue,
marketing strategies need to be followed by the company. Market segmentation strategy has
been used by Amazon for reaching the targeted market. Marketing mix has been adopted for
enhancing the brand image.

Brand Management Strategy of E-Commerce: A study of Amazon 14
References
Acaps, 2012, “Qualitative and Quantitative Research Techniques for Humanitarian Needs
Assessment”, ACAPS.
Amazon, 2017, “About Us”, [Online] Amazon. Accessed on: 14 September 2017. Available
at: https://www.amazon.com/p/feature/rzekmvyjojcp6uc
Brown, J.R. and Dant, R.P., 2014, “The role of e-commerce in multi-channel marketing
strategy. In Handbook of Strategic E-Business Management”, Springer Berlin Heidelberg,
pp. 467-487.
Buil, I., De Chernatony, L. and Martínez, E., 2013, “Examining the role of advertising and
sales promotions in brand equity creation”, Journal of Business Research, 66(1), pp.115-122.
Etikan, I. & Bala, K., 2017, “Sampling and Sampling Methods”, MedCrave.
FBA Allstars, 2015, “The 6 Keys to Consistent Amazon Sales – ALL03”, FBA Allstars.
Haucap, J. and Heimeshoff, U., 2014, “Google, Facebook, Amazon, eBay: Is the Internet
driving competition or market monopolization?”, International Economics and Economic
Policy, 11(1-2), pp.49-61.
Lehman, L. S., 2011, “Introduction to Data Collection”, NACCHO.
Lowry, L. D., 2015, “Bridging the Business Data Divide: Insights into Primary and
Secondary Data Use by Business Researchers”, IASSIST.
Mwamadzingo, M., 2011, “Techniques for data collection”, ILO.
Patel, P., 2009, “Introduction to Quantitative Methods”, Empirical Law Seminar, Harvard.
Sharma, S., 2015, “Internet Marketing: The Backbone of Ecommerce”, International Journal
of Emerging Research in Management &Technology, 4(12), pp.200-202.

Brand Management Strategy of E-Commerce: A study of Amazon 15
Appendix
Graph 1: Sales growth of Amazon
Source: (FBA Allstars, 2015)