Marketing Plan Analysis: Amazon's Strategies and Tactics

This report provides a comprehensive analysis of Amazon's marketing strategies, covering key aspects such as the roles and responsibilities of the marketing function, the interrelationship between the marketing unit and other departments, and an examination of the differences in the marketing mix of two organizations. The report delves into Amazon's marketing plan, providing insights into how the company fulfills consumer needs, identifies target customers, and implements marketing strategies. It explores various roles of marketing managers, including financing, marketing information management, selling, pricing, promotion, product and service management, and distribution. Furthermore, the report highlights the importance of coordination between the marketing department and other departments like HR, R&D, production, and finance. The report also examines the marketing mix, including product, price, place, and promotion, and its application in differentiating Amazon from other organizations, with a focus on the 7Ps of marketing. The conclusion summarizes the key findings and emphasizes the importance of effective marketing strategies in achieving organizational goals.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function.......................................................1
P2. Interrelationship of marketing unit with different department of organisations..............3
TASK 2............................................................................................................................................5
P3. Examination the difference between marketing mix of two organisations......................5
TASK 3............................................................................................................................................8
P4. Marketing plan of Amazon .............................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the sum total of different kind of activities which always concentrates on the
supplying goods and services in order to fulfil the consumer's needs and requirement. The main
purpose of this aspect is to promote product as well as affected other customers by using
effective pricing strategy in an appropriate manner. This present report is based on Amazon
which is an American multinational technological company and deals with the e-commerce,
cloud computing, artificial intelligence and digital streaming. It was formed in 5 July 1994 by
Jeff Bezos and it is headquartered in Washington U.S. along with this discussion will be made on
roles and responsibilities of marketing functions within the company. Interrelation between
functional department and marketing department within the context of company. At last
difference between two marketing mix organisation and marketing plan of Amazon will get
covered effectively (Baker and Magnini, 2016).
TASK 1
P1. Key roles and responsibilities of marketing function.
As marketing is the effective and attractive activity for each and every organisation in
which firms focuses to sell their items and goods at higher level and promote them properly. On
the basis of this they are able to fulfil the consumer's demand and desires effectively. In
reference to the Amazon they are having aim to influence their customer's by giving them
purchasing facility in order to following few steps, which are given below:
 Firstly this selected organisation fulfil their consumer's requirement in a proper manner.
 After that they are able to identifies the targeted customer's within the market by selecting
their effective goods and services.
 Once they fixed their market target than they are able to make another step that is
marketing strategy in order promote and support their products properly.
 At last, this company executes or keep innovative ideas on their plan to grab goals and
objectives effectively.
Therefore, marketing plays very important role within the working place in the
organisations by which they can differentiate their product in different marketing styles by using
some aids, online websites, social sites and so on. That's why marketing can be considered as the
several combination of few practices which is used by organisation in order to fulfil the
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customer's demand in an appropriate manner. Now there are some some roles and responsibilities
which is followed by the marketing manager in context with Amazon, mentioned below:
Financing: It is the effective and essential term in the business which is used by every
organisation to make and manage their effective budget appropriately. Wherein, marketing
department is mainly responsible in order to maintain cost estimation and budget for fulfilling
the customer's requirement. It always helps to keep fund and budget properly in a specific time
that helps organisation to manage marketing activities properly. In reference to the Amazon they
are always applying this strategy to make their financial system effective within the working
place.
Marketing Information Management: It is related with the marketing research which is
very effective in order to use for marketing department of an business organisation. According to
this the marketing manager always conduct research programmes in order to identifying the
consumer's needs and requirements. It will further helps company to manage their goods and
services to accomplish consumer's desires. This marketing information is goof for Amazon
because with the help of this they can target customer's by using lots of marketing strategy in a
proper manner. Therefore, marketing manager of this organisation mix and apply several kinds
of techniques for improving better marketing in a appropriate way.
Selling: It is the part of marketing wherein, marketing manager has to decide the pricing
strategies for their particular product which helps company to make their price according to the
product in a proper way. On the basis of this Amazon will make effective price for their product
as this organisation deals with several items so they need to decide the price accordingly. On the
behalf of this they can manage their work and able to influence customer's properly (Campbell,
Martin and Fabos, 2018).
Pricing: It depends upon the values of customer's wherein, they pay as per their choice in
order to purchase any kind of product and services effectively. According to this function
customer's are the one who always pay attention towards the company's product in a proper way.
In reference with the Amazon they always keep affordable price on their products so that their
potential customer's and other people can easily make their higher sales and they are able to earn
higher profits in an appropriate manner.
Promotion: It is the necessary function of every organisation which always affects the
people towards the goods and services. According to the Amazon they are promoting their at
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higher level by using effective online tools and strategies in order to promote their products. It is
the better to getting information for this selected organisation so that they can effectively used
sales promotion, advertisement and so on in order to attract customer's towards their products.
Product and service management: It refers to the decision making process wherein
company mainly decide that what to sell, how they sell and where and whom to sell their items
effectively. This is the better function to of developing the marketing department in a proper
manner who always accomplish the consumer's needs. In reference to the Amazon, marketing
manager always identifies the consumer's demand by observing proper feedback from them and
make effective aim to satisfying customer's by applying few changes to make organisation
effective.
Distribution: According to this marketing process marketing manager is always looking
for the delivering services of goods. Now marketing manager is responsible to to gives surety in
order to deliver proper goods and services to their customer's in a proper way. In reference to the
Amazon, manager has responsibility to manage goods and services in a effective way to deliver
their customer's effectively. When company have effective supply chain and delivering services
or distribution of goods and services than it will influence customer's at positive way. Along with
this company will distribute their product urban and rural area within the globe (Cavusgil and et.
al., 2014).
P2. Interrelationship of marketing unit with different department of organisations.
Marketing is a process which includes large number of activities with the help of which
company will be able to attract large number of consumers so that they can increase the
profitability of the company. Therefore, marketing plays very important role in order to enhance
the performance of organisation as compare to other competitive companies available at the
marketplace. It consist of various functions such as special offers, online promotions and many
more. Also, marketing team create awareness about the brand and attract ample number of
potential customers towards their company. Each and every activities of marketing are
interrelated with other departmental functions. There are some elements which consist of detail
description about inter relationship of marketing department with other departments are as
follows in context to Amazon:-
Marketing and Human resource department:- Human resource plays very important
role in every department of an organisation. Major role of a HR department is to manage,
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organise, select and recruit skilled, educated and highly trained candidate so that they can attain
organizational targets in an effective manner. Therefore, HR manager should select right
candidate at right place at right time, so that they can perform their assign tasks effectively. In
addition to this, candidate must have effective skill and knowledge so that they can attain their
personal as well as organisational goals. Therefore, marketing team of the company must
maintain coordination with HR department. In reference to Amazon, Marketing department
communicate information about the vacant job position so that they can hire best candidate in
their company. Therefore, all these candidates helps in enhancing profitability of the company at
the competitive marketplace. Thus, it is very essential for Amazon to maintain coordination
between both department so that they can generate skilled staff in order to accomplish their
objectives.
Marketing and R&D department: - R&D department helps in collecting information
about the customers choice, taste, preference and requirements of customers. With the aid of
gathered information, company will be able to develop policies and strategies according to the
requirements of customers. In addition to this, marketing manager attract large number of
customers by offering unique and attractive features in the products and services. Thus, it is
essential to maintain coordination between both the department so that they can attain their goals
effectively. In the present context of Amazon, R&D department help marketing team in order to
formulate effective promotional activities on the basis of current market situation. Therefore,
R&D department must maintain coordination with marketing department, so that they will be
able to examine the needs and demands of customers and then develop strategies accordingly to
grab attention of ample number of individuals (Hair and et. al., 2015)(Kladou and et. al., 2016).
Marketing and Production department: Main role of this department is to develop
products and services according to the demands of customers. It is very important for both the
department to communicate effectively so that they can manufacture products in order to satisfy
requirements of consumer's. In context of Amazon, company is well known for its promotional
activities along with its high quality products and services. Main reason behind this is that
company is having impressive leadership at the marketplace. Therefore, it is very important for
both the team to communicate effectively with each other and marketing department formulates
strategies according to the current trends. Then, according to the policies production department
manufacture goods and services in order to satisfy the requirements of customer's. In addition to
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this, while formulation effective policies and strategies, both the department should coordinate
effectively.
Marketing and Finance department: - In each and every organisation, finance act as a
backbone of the company. In every activity funds are required to perform it in an effective
manner. Main role of finance department in an organisation is to plan, control, organize and audit
funds. It is the responsibility of finance manager to identify the current requirements and the
availability of funds. Once they identify the requirements it is the responsibility of finance
manager to provide required funds to every department in order to perform their task effectively.
In case of Amazon marketing department, they need huge amount of funds so that they can
perform their promotional activities effectively. Along with this, Amazon might communicate
their effective promotional plans to the finance department so that they can get sufficient amount
of funds. With the aid of this, they can effectively perform their roles and responsibilities on
time.
As per the above analysis, it has been identified that all departmental functions are inter
related with marketing functions. These functions help in developing effective plan and
strategies which aid them while attaining organisational goals of the company (Lane, 2015)
(Malhotra, 2015). It is also very essential for every department to maintain coordination with
marketing department.
TASK 2
P3. Examination the difference between marketing mix of two organisations.
Marketing mix can be defined as the sum total of different marketing tools that every
company uses in order to make their specific objectives and goals within the targeted market. On
the other side marketing mix refers to the several kind of marketing activities in order to promote
company's goods at higher level to achieve effective sales within the market place (Pike, 2016).
That's why this is classified in the four categories like product, price, place, promotion along
with this people, process and physical evidence are also the part of marketing mix. In reference
to the Amazon they are using this concept in order to differentiate with another competitors
within the business world. By using this scenario they can get higher revenue and sales within
the environment and it helps to make good decision to gain valuable profit. There are difference
between organisations that names as Amazon ans Ebay.
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Illustration 1: The Marketing Mix, 2018
Source: The Marketing Mix, 2018
As per the above mentioned image, this can be said that marketing mix is the
combination of 7 aspects that is product, price, place, promotion, people, physical evidence and
promotion. In regards with Amazon they are dealing with different products in order to fulfil
people demand in a proper way (Pappas, 2017)(Pike, 2015). The difference between Amazon
and Ebay is given below:
Components Amazon Ebay
Product The product strategy of this
organisation is divided in different
parts such as electronic device,
websites, Amazon web series as well
as media content. On the basis of this
Ebay developed product like online
services, retail services and so on. In
order to make customer's happy and
provide them effective services in an
appropriate manner. It always consider
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company provide several kind of
goods and services in order to
satisfying their customer's in a proper
way. By using these kind of products
they can make effective relations with
customer's which helps them to
achieve future goals in an appropriate
manner.
their customer's as the first priority
because they are the only one who helps
to gain their higher revenue in a proper
manner. That's why it is famous online
services who has different kind of
products effectively.
Price This strategy of selected organisation
is fix their price as per the current
scenario. Mainly it consist affordable
price in order to make valuable
customer's which influence others in
an systematic way. Therefore the
pricing strategies is based on lower
price in order to gain effective
competition within the entire globe.
That's why it is effective and attractive
for the customer's properly (Purvis,
2015).
Price of Ebay product is not much
expansive. It always keeps affordable
price in order to gain effective profits
and margins in a proper way. So that
pricing strategies affects the business
performance and management goals
positively.
Place This organisation did not have
physical stores and operate their
business operation in the nature. It
uses cost effective place in which they
can influence their clients as well as
able to earn more and more profit
effectively.
For making better place, this company
always uses different type of products
and want to supply them to targeted
customer's in an appropriate manner.
Along with this, they are applying
effective techniques in order to make
effective online services.
Promotion Amazon uses large number of
promotional tools for promoting their
products that includes in TV
In order to promote the product as well
as goods and services this tactics uses
several kind of sales promotion
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commercials, online, radio, posters,
newspapers etc. to aware customer's in
a proper ways.
channels, advertisement as well as
public relations in order to increase their
sales and long term staying goals for the
future in a proper way.
Process After production of services in stores
than these products are delivered to
wholesalers where product can be
stored in one place. After this they
distributed their all kind of products
for each customer's who really need it.
Ebay adopt customer oriented services
in which they offer different sales and
services to the consumer's in order to
communicate with them so that they can
easily share their idea with them. It will
helps to increase sales effectively.
People In order to make effective organisation
this selected company always provide
several training programmes to their
employee's in a proper way
(Viswanathan and et. al., 2012).
For making better reputation within the
market it always hire high skilled
employee's so that they can easily solved
the consumer's problems for managing
their businesses in an appropriate
manner.
Physical
evidence
Amazon products are always available
online and in the marketplace. This
can be delivered by the retailer in
order to completing the demand of
consumer's in a different ways. Along
with this there are several services or
products who always attract
consumer's towards purchasing.
Ebay always offered their services at
every places across the globe. It is more
effective to make better decision in
regards with employee's and people.
That's why these services are having
effective arrangements of products by
which they can develop physical
environment for the consumer's so that
they can easily achieve goals and
objectives properly.
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TASK 3
P4. Marketing plan of Amazon
Marketing plan is a written documents or kind of blueprint which consist of detail
information about marketing strategies and policies along with its related data. This document
includes yearly marketing plan which is adopted by them in upcoming year. In addition to this,
the marketing plan includes various policies, strategies and resources, required by them in order
to accomplish organisational objectives and goals. In the present context of Amazon, high
authority of the organisation develop effective marketing plan which is further used by them in
the coming year (Tanner and Raymond, 2015). Various steps are included in the development of
marketing plan which is described as follows:
Company overview: Amazon was founded in the year 1994 by Jeff Bezos. Its
headquartered is located in Bellevue, Washington. At initial stage, company started its business
as an online marketing store for selling books. Later on it expand its business services by selling
furniture, toys, jewellery, software, electronics and many more. In the year 2018, owner of the
company Jeff Bezos says that Amazon Prime, passed 100 million subscribers across the whole
wide world. In addition to this, Amazon provide services of downloading music, videos and
audiobook with the help of Amazon music, Amazon Prime video and its other subsidiaries
companies (Rancati, Gordiniand, Capatina, 2016).
Vision & Mission Statement: Vision statement of the company is that they want to be the
most customer focus company of the earth, where they can easily discover everything they want
to buy through online platform. On the other hand, mission statement of Amazon is they offer
best services to their customers at very low or affordable price.
Objective: Main objective of the company is to increase range of its products and
services so that they can expand their market share as well as to satisfy the requirements of
customers. Along with this, by providing high quality of products and services with attractive
offers they can attract large number of customers. Currently, Amazon is planning to launch
Drone service facilities to their customers. For this, marketing team develop strategies and
policies in order to accomplish their pre defined targets. Along with this, they formulate SMART
objectives so that they can grab huge market share and become successful at the competitive
marketplace. SMART objective of Amazon are as follows:
 To enhance the sale by 25% in next 2 years.
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 To launch drown service facilities and increase their profitability by 20%.
STP approach: STP approach is one of the commonly used modern marketing method
with the help of which company can specify their growth rate at the competitive marketplace.
STP approach consist of Segmentation, Targeting and Positioning. Marketing manager of
Amazon adopt this approach in their company so that they can increase the chances of success at
the marketplace related to the new services launch by them which is Drone services facilities.
Detail description of STP approach with its features are as follows:
 Segmentation: - Segmentation refers to a process where people of different groups are
divided into various categories on the basis of their income, taste, preference and age
group. In the present context of Amazon, top authority of the company segmented group
according to demographic dimensions. This factor includes gender, income, age and other
factors.
 Targeting: - In the present context of Amazon, marketing department target their
customers on the basis of income level of demographic segmentation. In addition to this,
drone service facilities are expensive and not easily used by every individual. Therefore
marketing head targeted people who have minimum income of £50,000. reason behind
this, they can easily afford such expensive facilities in order to purchase new products
through Amazon (Scarborough, 2016).
 Positioning: - It is a process where marketing manager position the image and feautures
of brand in the mind of customers by promoting products effectively.
SWOT Analysis: SWOT analysis is a method with the aid of which company can
identify their strength, weakness, opportunities as well as threats available at the competitive
marketplace. It has also been said that with the help of this approach and tool, Amazon can easily
increase its performance by reducing their weak areas. In context of Amazon, marketing
managers of the company adopt SWOT analysis which are as follows:
Strengths Weaknesses
 Company is having strong brand image
at global level is one of the strength of
Amazon.
 Provide high quality services and offers
attractive benefits which attract large
 Products and services offered by
Amazon can easily be imitable by rival
companies available at the marketplace.
 Margins of the company is reducing
day by day as there are large number of
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number of customers.
 In addition to this, amazon is having
strong financial position at the
competitive marketplace.
rival companies which affect their total
profit.
Opportunities Threats
 Amazon can expand its market share by
capturing other developing countries.
 In addition to this, Amazon can acquire
other rival companies in order to reduce
competition and increase revenue of the
company(Scarborough, 2016).
 Government of different countries have
their own regulations which affect the
performance of Amazon.
 Along with this, biggest threat of the
company is local competition available
at the marketplace.
Budget: - Budget is a financial statement which includes appropriate amount required by
the marketing team of Amazon in order to launch new services at the market. In context of
Amazon, budget statement of the company for Drone service facilities are described in an
effective manner as follows:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5000 7500 13000 15500 19350
Investment 15000 14000 25500 33000 13000
Total 7000 22500 36500 45500 32850
Marketing outlay
Promotion 6000 3100 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 5500 3000 4650
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Total 12900 7800 13600 8500 9900
As per the above budget statement, it can be said that Amazon require around 15000£ as
investment in order to launch new service facilities which is Drone service facility. In addition to
this, marketing team of amazon require 6000£ in order to promote their new service. Along with
this, it has also been analysed that with the help of effective promotional activities company will
be able to achieve their objectives within given time period.
CONCLUSION
As per the above stated report, it has been determined that effective marketing strategy
aid the company in order to satisfy the requirements of customers. Along with this, managers
will be able to attain their pre determined goals and objectives effectively within a given time
period. It has been identified that marketing team of the company adopt various methods which
will be able to easily accomplish their targets. In addition to this, major role of the company is to
increase the sale and brand image at the competitive marketplace. In this report, it has also been
examined that with the aid of comparative marketing mix analysis, managers of the company
will be able to find out best and effective strategies which can enhance the profitability in an
effective manner. At last, it has been examined that effective marketing plan helps the marketing
department in order to perform their task effectively within the given time period so that they can
achieve their long term goals.
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