International Marketing Analysis of Amazon: Strategies and Approaches

This report provides a comprehensive analysis of Amazon's international marketing strategies. It begins with an introduction to international marketing, highlighting the core concepts and objectives. The main body of the report delves into the global and local marketing debate, examining the key differences and implications. It discusses the approaches to product, price, place, promotion, and distribution in an international context, evaluating the factors influencing a company's decision to adopt global or local strategies. The report also explores the marketing mix, international marketing approaches like multinational strategies, and compares home and international orientations, including ways to assess competitors. The report analyzes different marketing approaches and competitors in the context of Amazon, offering recommendations for operating in the international market. The conclusion summarizes the key findings, emphasizing the significance of international marketing and various strategies for business expansion. References are provided to support the analysis.

INTERNATIONAL MARKETING (PART-2)

TABLE OF CONTENT
 Introduction
 Main Body
 Conclusion
 References

INTRODUCTION
 International marketing is an activity under which marketing activities are
performed by managers in more than one country. Main aim of international
marketing is to enhance the presence of company by targeting global audience.
In the current study Amazon is taken into consideration that is a leading e
commerce company operating in different countries across the globe. It was
stated by Jeff Bezos in 1995 and currently deals in several products such as
groceries, clothing, home appliances, electronics and more.

KEY ARGUMENTS IN THE GLOBAL AND LOCAL DEBATE
 It is analyzed that there is higher difference between global and local
marketing. Global marketing provides an opportunity to marketer to target
international audience. On another side in local marketing products and
services are provided to local customers. Major differences between global as
well as local market are given as under:
Global Market Local Market
It refers to provide products to
global audience in different
countries that is essential to earn
higher profitability. In context of
Amazon, it is also working in
global market by providing goods
to over cease customers.
Here, business is operated within
the territory of a particular country.
So, products and services of
company is also offered to local
audience. There are lower
opportunities of growth and
success in this local market.

CONT..
Global Market Local Market
It allows managers of organization to
earn potential profit margin that is
crucial to get competitive advantage at
market place. It is analyzed that Amazon
is working within 15 countries at
international level. It helps to maintain
higher brand image of entity in overseas
market.
It is monitored that there is lower
opportunities to earn potential profit
margin in local markets due to presence
of limited audience. This also restricts
enhancement of the brand image of
company.

DISCUSS DIFFERENCE IN THE APPROACH OF PRODUCT,
PRICE, PLACE, PROMOTION AND DISTRIBUTION IN
INTERNATIONAL CONTEXT
 It is analyzed that there are different approaches used in international
marketing. Customer base of different countries also differ with each other in
terms of taste, preferences and more. So, it is crucial to make necessary
changes in current approaches while going to internalized current business.
Different approaches in context of international market are given as under:
 Product: There are difference between taste, preferences of customers of
different countries. They also differ in terms of culture, values and more. So, it
is crucial for managers to analyze prevailing market condition in different
nations in order to meet with requirements of customers in better manner.

CONT..
 Place: It moreover depends on lifestyle of people within country. In some
countries people completely rely on ecommerce and other online mediums to
meet with their requirements. In contrast, there are some countries where
people still do not have faith and trust over online mediums. Here, Amazon has
changes buying habits of people of different nation at certain level by providing
all the necessary goods at a single platform. However, there are some nations
such as India and more where people also do not completely rely on
ecommerce and other online platforms.

EVALUATE THE CONTEXT IN WHICH A COMPANY NEEDS
TO ADOPT GLOBAL & LOCAL APPROACH ALSO HIGHLIGHT
THE IMPLICATIONS
 It is stated that a company is required to acquire ample of resources, funds to
explore business in different countries at global level. There are different
approaches such as joint venture, franchising and more are used while
exploring business in international market. On other side, organization needs to
be familiar with existing market tends, needs and demands of customers to
sustain in local market place.

DETERMINE THE WAY TO ADOPT MARKETING MIX FOR
SELECTED ORGANIZATION IN INTERNATIONAL MARKET
PLACE
 It is stated that marketing mix is a crucial tool which is used to prepare
effective strategies to ensue growth and success of organization. There are
different elements such as product, price, place and promotion are included in
the marketing mix. In this regards, managers of Amazon prepare different
strategies using elements of marketing mix to attain predefined goals in
stipulated period of time.

ANALYZE VARIOUS INTERNATIONAL MARKETING
APPROACHES
 There are several approaches are used by companies in order to enter into international
market place. Different strategies in context of Amazon for internalization are given as
under:
 Multinational: Under this, business is started in different countries at different locations.
Here, direct investment is done by company in the nation in which it is going to expand
business. It is a crucial strategy to expand business in different countries. In this, managers
prepare products and services as per the needs and preferences of customers. It is really
essential to meet with demands of customers in more significant manner. In reference of
Amazon, it is monitored that managers first analyze the market conditions of different
countries and the prepare customized products and services in order to sustain at global
market place for longer run

COMPARE HOME AND INTERNATIONAL ORIENTATION
ALONG WITH WAYS TO ASSESS COMPETITORS
 It is analyzed that different situations are prevailing within home country and
international business. In home country, people are aware with the brand
name, products and services of organization. They have higher faith and trust
over organization that provides benefit in terms of sales and profitability. In
addition, managers are usually well aware with needs and requirements of
local audience that is essential to prepare attractive strategies. On another
side, in international business they provide products to different countries
where people are usually not aware with brand name of organization.

CONT..
Ways to assess completion
 There are several ways can be used by organization in order to evaluate the
present level of competition at market place. The most important way is market
research. It really helps to managers of Amazon to get required information
about rivalries. It provides information regarding their promotional, pricing and
other strategies that further help company to determine their own strategies
effectively.