Enhancing Growth: Marketing Strategy Analysis for Amazon Australia

This report provides an analysis of marketing strategies for Amazon Australia, focusing on how the company can achieve growth and maintain a competitive edge in the Australian market. It examines the nature of Amazon Australia's current marketing strategies, including its 'Glocal' approach, and identifies challenges faced due to technological limitations and talent acquisition. The report proposes strategic marketing options such as video marketing, email marketing, and search engine optimization to enhance brand image, customer satisfaction, and overall sales. It emphasizes the importance of fast delivery options and leveraging non-traditional media strategies to target a broader customer base. The conclusion highlights the significance of customer satisfaction and strategic adaptation for sustained success in the competitive e-commerce landscape.

Running head Marketing:
Amazon Australia

Marketing
Executive Summary
In the report the emphasis will be given on the marketing strategies that will help the company to
achieve success in the market. The company on which discussion will be made is Amazon
Australia. There are various marketing strategies on which focus should be given and in the
paper the discussion is made on the strategies that will help to achieve growth in the market.
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Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................2
Background of the company............................................................................................................2
Marketing analysis of Amazon Australia........................................................................................3
Nature of Amazon Australia marketing strategies.......................................................................3
Conclusion.......................................................................................................................................5
References........................................................................................................................................7
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Marketing
Introduction
In the cloud computing sector Amazon Australia is the company who offer range of products in
the Australian market. In 1994 the company was established in Washington. The activities of the
company are conducted on the global platform by considering various marketing strategies that
can help to grow in the market (Amazon.com, 2018). It has been examined that marketing theory
is considered as the approach that help the company to survive in the competitive market.
Marketing is considered as the broad concept that helps to consider various factors like
promotion and advertisements. It is necessary for the companies to take into consideration the
marketing concept so that they can maintain their goodwill in the market.
Amazon Australia also focuses on the marketing strategies which will assist to achieve growth in
the high level of competition. The company is known as one the largest companies in the e
commerce sector but in the high level of competition there are many challenges which are faced
by the company. The competitors who are present in the market are Wes Farmers and
Woolworths. It is necessary for the company to emphasize on considering the marketing
strategies so that it can be simple for the company to maintain its image in the Australian market
(McGurl, 2016).
Background of the company
Amazon Australia entered into the Australian market in 2013 by taking into consideration the
strategy named by Glocal. This strategy considered by the company focuses on entering into the
market with the main objective related to think local and go global. Just because of this strategy
it can be easy for the company to achieve large market share (Amazon.com, 2018). To maintain
the performance of the company there are various offers which are given by the company. The
company emphasizes on warehousing process so that products and services can be packaged and
stored in a proper manner. Due to maintaining the process of warehousing company maintained
the delivery time of the products also company. The center which was opened by Amazon
Australia is around 24,000 square meters and the company also achieved competitive advantage
just because of the strategic location (Amazon.com, 2018). The center head of Amazon Australia
is Mr. Rocco Braeuniger and also he was connected previously with Amazon Germany.
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Marketing analysis of Amazon Australia
Nature of Amazon Australia marketing strategies
It has been seen that marketing strategy is considered as the long term approach that take into
consideration the entire goals of the company which can help to attain growth in the market.
There are many key features which are linked with the entire marketing strategies. Marketing
strategy helps to consider the need and wants of the customers. By emphasizing on the various
factors it has been seen that marketing strategies are important to be considered by the company
so that activities can be conducted smoothly in the market (Wegmann, Ritala and Tapandjieva,
2018).
Amazon Australia focuses on the basic marketing strategies so that it can be simple to grab the
market by implementing various techniques and methods. The marketing strategy which
Amazon Australia considered is related to Glocal strategy in which the company focused on
accomplishing overall targets. By taking into consideration this strategy it can be simple for the
company to analyze the behavior of the people and also it emphasizes on fulfilling the need of
the individual. The requirement of the customers are taking into consideration so that it can be
simple to be fulfilled and it also helps to attain success in the market which is necessary for the
company to survive for long time.
To grab the large market share it is important for the company to consider the brand image in the
market. So, Amazon Australia focused on traditional and non-traditional sources related to
marketing. By considering these sources the company maintained positive image in the market.
Amazon Australia also focused on promotional activities as it can help to grab the large market
share. Also the company taken many decisions to enter into the Australian market but the
decisions is risky because it has been examined that there is not so much advancement in the
system of technology and also in the facilities related to internet (Kim, Shin and Min, 2016).
By considering the usage of internet it is examined that Australia is one of the 50th position
across the globe. The company faced various challenges at the time of recruiting the talented
candidates. The company also focused on maintaining the position which has created trust
between the customers (Price, 2016).
Strategic marketing options for Amazon Australia moving forward
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Marketing
The company can easy grow in the market by offering various new methods or the techniques in
the market. It is examined that Australia is known as the biggest market in the ecommerce sector.
If the emphasis is given from the last five years it is analyzed that the activities have been
enhanced its activities by 10% and it will also enhance at the rate of 11.7% (Arnett, Goldfinch
and Chinta, 2018).
When other competitors are taken into consideration then it has been seen that company is far
behind. It is important for the company to maintain competitive advantage so that it can be
simple to expand the product line in the market. The company can enhance its sales by
emphasizing on the fast delivery option as it can help the customers to be satisfied with the
services offered by the company. By considering the fast delivery option it is seen that
customers can get attracted towards the product of the company. It has been seen that fast
delivery option can help the company to enhance the entire sales of the company. Through this
large market share also be grabbed. The main aim of the company should be on promoting the
products in the market so that overall level of satisfaction can be enhanced. Amazon Australia
should consider various strategies as it can help to enhance the overall image in the market
(Voigt, Buliga and Michl, 2017).
The first marketing strategy is related with video of the products. The company should focus on
this strategy and the video should be made of the products so that it can be reviews easily by the
customers before purchasing the products. It has been seen that customer also feel satisfied when
they have the option to see the video of the products. By seeing the video they can easily
enhance the satisfaction level and can also analyze the quality of the products. The customer
gets confidence to but the product by seeing the video of the products offered by the company.
This will also bring clarity in the mind of the customer in context to the products which are
offered by the company in the high level of competitive market (Ritala, Golnam and Wegmann,
2014).
Next strategy on which focus should be given is related to email marketing. This strategy is
considered as the best strategy that can help to promote the product and services of the company.
In the market of Australia it has been seen that the users of internet are many so it can help the
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customers to get knowledge about the products which are given to the customers. With the help
of this strategy it can be easy for the company to maintain its customer base in the market.
Customer base is essential to be maintained so that it can be easy for the company to continue its
marketing in the high level of competition. Through email it can be easy for the customers to get
information related to the products and services offered by the company. To maintain good
image in the market it has been seen that through email marketing it can be easy for the company
to focus on the entire goals and objectives and also it shows the right direction to the customers
to buy products and services of the company (Kantor and Streitfeld, 2015).
Search engine is also considered as the platform that can assist to search the requirement of the
customers. When the products are searched by the people it has been seen that products can be
sold easily as the first choice that showcase is related with the search engine only. It also affects
the overall profits of the company.
It is important for the company to consider non- traditional media strategies as it can help to
target the customers who are not focusing on the social media sites. It has been seen that
company is giving range of products in the market with the les price and it is important for the
company to consider this as it is beneficial. The company also emphasizes on considering the
strategy related to Amazon prime so that it can be simple to buy the products of the company.
This is considered as the service which is offered to the customers so that they can easily
purchase the products. The company also focuses on offering new products in the market so that
it can be easy to satisfy the needs of the customers. It can give direction to the company so that
they can attain the entire goals (Rollins and Calabrese, 2016).
Conclusion
By focusing on the paper, it has been seen that Amazon is known as the biggest company in the
sector of E commerce. The company also considered various operations that can help to manage
the delivery of the products. Like company focused on Amazon prime which offers products to
the customers in less time. The operations of the company are also managed in more than 188
countries and also the products are given on the international platform so that customer can be
satisfied with the services (Pandit and Poojari, 2014). The company also focused on bringing the
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change in offering the products in the market and it has been examined that the objective of the
company is to satisfy the customers so that growth can be maintained in the competitive market.
The strategy related to search engine should be considered by the company so that it can be easy
for the customers to purchase the products from the website of the company. By considering this
strategy it can be easy for the company to enhance the entire sale of the products available in the
market. This strategy also assists in enhancing the demand of the products which are available in
the market. So, it has been analyzed that Amazon Australia should focus on considering the
strategies so that it can be simple to achieve growth and success in the high level of competition.
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References
Amazon.com.au., 2018. Amazon.com.au: Shop online for Electronics, Apparel, Toys, Books,
DVDs & more. [online] Available at: https://www.amazon.com.au/ [Accessed 20 Sep. 2018].
Arnett, J., Goldfinch, B. and Chinta, R., 2018. Multi-dimensional nature of innovation at
Amazon. International Journal of Business Innovation and Research, 15(1), pp.1-13.
Kantor, J. and Streitfeld, D., 2015. Inside Amazon: Wrestling big ideas in a bruising
workplace. New York Times, 15(6), pp.74-80.
Kim, N., Shin, S. and Min, S., 2016. Strategic marketing capability: Mobilizing technological
resources for new product advantage. Journal of Business Research, 69(12), pp.5644-5652.
McGurl, M., 2016. Everything and less: fiction in the age of Amazon. Modern Language
Quarterly, 77(3), pp.447-471.
Pandit, V. and Poojari, A., 2014. A study on amazon prime air for feasibility and profitability: A
graphical data analysis. IOSR Journal of Business and Management, 16(11), pp.06-11.
Price, R., 2016. Controlling routine front line service workers: an Australian retail supermarket
case. Work, employment and society, 30(6), pp.915-931.
Ritala, P., Golnam, A. and Wegmann, A., 2014. Coopetition-based business models: The case of
Amazon. com. Industrial Marketing Management, 43(2), pp.236-249.
Rollins, T. and Calabrese, A., 2016. Amazon. com. In Global Media Giants (pp. 427-441).
Routledge.
Voigt, K.I., Buliga, O. and Michl, K., 2017. Creating the Global Shopping Mall: The Case of
Amazon. In Business Model Pioneers (pp. 67-77). Springer, Cham.
Wegmann, A., Ritala, P. and Tapandjieva, G., 2018. Coopetition and ecosystems: the case of
Amazon. com and Arash Golnam. In Routledge Companion to Coopetition Strategies (pp. 267-
279). Routledge.
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