Marketing Essentials Report: Analysis of Amazon and E-Bay Marketing

This report provides a comprehensive analysis of the marketing strategies employed by Amazon and E-Bay. It begins with an introduction to marketing, defining its core functions and importance to an organization. The report then delves into Task 1, which outlines the key roles and responsibilities of marketing functions, including identifying customer needs, planning, product development, and promotional activities. It also explores the interrelationship between the marketing department and other organizational functions such as human resources, finance, and operations. Task 2 focuses on the marketing mix of Amazon and E-Bay, comparing their approaches to product, price, place, and promotion. Finally, Task 3 presents a marketing plan specifically tailored for Amazon. The report utilizes various marketing concepts and models to provide a detailed understanding of how these two companies approach their target markets and achieve their business objectives.

Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing functions ....................................................1
P2 Roles and responsibility of marketing and its interrelation with wider organisational
context ........................................................................................................................................2
TASK 2............................................................................................................................................4
P3 Marketing mix of Amazon and E-Bay...................................................................................4
TASK 3............................................................................................................................................8
P4 Marketing plan for Amazon ..................................................................................................8
CONCLUSION .............................................................................................................................10
.......................................................................................................................................................11

INTRODUCTION
Marketing introduces to activities undertaken by an organisation to promote the
purchasing or selling of a product and service. In addition, marketing refers as an effective
activity, set of institutions, and useful processes for developing, communicating, exchanging and
delivering offerings. Marketing includes promoting, selling and delivering goods and services to
consumers or other organisations (Baker and Hart, 2016). Marketing is vital essential to any
organisation. It is the core process of investigating, advertising and selling services or products to
target customers. It is important for an organisation by improving its brand image and goodwill
in marketplace and in customer's mind. For this project, Amazon is a chosen American
multinational technology organisation. It was founded in 1994 by Jeff Bezos and headquartered
in Seattle, Washington and Arlington, Virginia, United States. This report is based on different
tasks which includes role of marketing, interrelationship between different functions etc. 7P's of
marketing mix and marketing plan for an organisation will also include in this project.
TASK 1
P1 Key roles and responsibilities of the marketing functions
Marketing introduces as an effective process that comprises of entire activities involved
from the phenomena of product. There are different functions of marketing such as identification
of customer needs, planning, product development, packing and labelling, promotion etc. All
these are consider most essential and important functions of marketing which will help Amazon
to increase their sales and market ratio within given time duration. There are five major concept
of marketing, including, production, product, selling, marketing and societal marketing (Baker,
2016). All these are main concept which will directly help an enterprise in development of its
success and growth at marketplace. In Amazon, marketing manager require to have different
roles and responsibility which are determined as under:
Identification of customer needs: It introduces as a main role of marketing manager to
conduct market research and identify customer needs and wants of particular products or
services. In this function, marketing manager must play effective role while selection of research
methods such as qualitative and quantitative (Barik and Kumar, 2018). Both are essential
methods which will help an organisation to collect accurate and appropriate information about
the needs and wants of clients about products or services.
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Planning: It is also refers as an effective and main function of marketing which must be
used by manager to do accurate plan about how to achieve objectives and goals of an
organisation. Thus, planning is most essential function of marketing which will help Amazon to
accurately plan how to attract customers (Bull and at.al., 2016). For this, company must provide
quality products or services in quick way to the customers.
Product designing and development: The product design supports an organisation in
making the product attractive and qualitative to the target market. It is an useful marketing
function which will help Amazon to attract large number of customers within given time
duration. In today's competitive market place not only price of products matter but also the
shape, design, style and suitability etc. matter a lot (Cooper, 2015). As it will assist the company
to take production decision in accurate and systematic manner.
Customer support: It is also identify as a main and important function of marketing
which will assist Amazon by increasing its sales and profitability. Thus, customer support is very
essential functions which involves after sales service, pre sales counselling, managing the
customer complaints, maintenance services, credit service, consumer information and technical
service (Feng, Morgan and Rego, 2015). All these are important for manager of Amazon to
provide all these services quickly and systematically. Therefore customer support of marketing
function help an organisation in achievement of its long term goals and objectives within given
time duration.
Product development: It is also consider another main function of marketing for
Amazon. In this function, manager of an organisation is able to develop new product and
services. This function is mainly related with customers needs and wants which is investigated
by the company through qualitative and quantitative research. According to customers needs,
Amazon require to develop an unique product and services which will further help them in
keeping customer trust and loyalty for long time. In this, product design is also essential factor in
different products or services (Fill and Turnbull, 2016). Like for example when buying a
furniture the design will play an important factor. There are many other factors such as
durability, cost etc., which will also play essential role in business success and growth. There are
different number of communication channels which are convenient for Amazon such as
wholesaler or distributor, the Internet, Catalogs, Sales teams, the value-added reseller (VAR),
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Consultants., Dealers., Retailers. All these are consider best channels of communication which
will help an organisation to trade their goods and services in marketplace.
Promotional activities: There are different number of promotional activities which are
used by Amazon in selling and trading of its products or services. It includes, radio, television,
newspapers, magazines, outdoor signage and online. All these are consider most essential and
effective way for an organisation to advertise their products and services in marketplace and to
the customers.
Marketing in B2B and B2C: Business to business introduces as an effective process for
selling services and products to other organisation. On the other hand, business to customer
refers as an useful process for selling product or services directly to consumers. Both are identify
best way of marketing which is used by Amazon in marketing and selling of their products.
P2 Roles and responsibility of marketing and its interrelation with wider organisational context
Marketing refers as an effective management and study of exchange relationship. It is the
business process of developing strong relationship with and satisfying needs and wants of
customers. In Amazon, there are different departments or functions such as human resource,
production, finance and so on (Igliński and at.al., 2016). All these departments are work with
marketing department which will directly support an organisation in increment of its sales and
market ratio. Along with this, interrelationship between marketing and other departments of an
organisation are determined as under:
Marketing function of human resource department: In Amazon, marketing department
has different roles such as advertisement, selling and marketing of products and services. Human
resource is another department which require support from marketing department while
recruitment and selection of knowledgeable and talented candidates for specific position. For
example: Marketing department also need talented candidates who can easily advertise and sell
products and services of Amazon (Malhotra, 2015). It is possible with the help of human
resource department of Amazon. Thus, both marketing and HR department are interrelated which
will support an organisation to accomplish long term goals and objectives within given time
duration.
Marketing function with finance department: Finance department is another main
department of Amazon that play vital role in arrangement of capital and management of financial
statements such as cash flow, balance sheet, profit and loss account etc. All these are major roles
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of finance department which will help Amazon to accomplish their goals and objectives
(Ponticelli and Voth, 2017). Along this this, finance department require support from marketing
department while identification of useful finance resources such as bank loan, peer-to-peer
funding, debenture etc. Therefore, marketing and finance department also work with together
and assist Amazon in improvement of its financial performance and profitability.
Marketing function with operational department: Marketing department of the Amazon
has to work nearly with the production function within an organisation. Main aim of operational
department is to fulfil needs and wants of customer by providing quality products at affordable
price (Rauch and et.al., 2015). For example: production department of an organisation also work
with marketing department while designing, adversing and selling of products or services.
Therefore, both departments are interrelated which will support an organisation in achievement
of its long term and short term goals without any difficulties.
Therefore, above mentioned all these departments are work with each other which will
support Amazon in improvement of its growth and success in customer's mind and in
marketplace also. Along with this, above information proofed it, as without marketing
department any other departments such as human resource, production and finance department
can not work systematically (Igliński and et. al., 2016).
TASK 2
P3 Marketing mix of Amazon and E-Bay
Marketing mix can be defined as set of controllable variables such as product, price,
place , promotion etc. which organisations adopts in order to influence the target market. This is
carried out by business associates so that market scenario can be clearly understood and tactics
can be designed accordingly (Schlegelmilch, 2016). There are 7ps of marketing which are,
product, price, place, promotion, physical evidence, people and process which administration
adopts to flourish in the global market. It is a effective tool adopted by enterprise to attain goals
and objectives on the given time duration. As a marketing manger of an organization marketing
mix helps them to set tough standards for other competitors in the cut throat competitive world.
plays a vital role in company as it helps in new product development, raises product portfolio,
assist to adopt to dynamic environment etc. This report is based on two company Amazon and E-
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Bay and how marketing mix aid both the firm in achieving organisational objectives are
discussed as follows:
Basis Amazon E-Bay
Product Amazon come up innovative
product in the market on
continuous basis so that
emerging needs of the
customers can be fulfilled in
the competitive world.
Example: Echo input is a
innovative speaker of amazon.
It is small in size and easy to
carry and place anywhere. This
creative device has attracted
customers due to which set
objectives in terns of sales and
profits are achieved on time
(Malhotra, 2015).
E-Bay is a platform where
customer buy and sell wide
variety of goods and services
globally. The products of E-
Bay are recycled and are
innovate in creative way. By
doing so customers can be
made satisfied with the
emerging needs in the dynamic
environment. As well as goals
are meet on time. Example:
Car safety seats strollers is a
innovative product of this
company. It has raised the
sales volume at a rapid scale
due to which huge profit is
maximized in the competitive
world.
Pricing Amazon design reasonable
pricing strategy for the
products so that every section
of the customers can easily
purchase it in from the online
store. The tactics adopted by
Amazon is of low pricing. The
prices designed for innovative
product are reasonable and
The pricing strategy of E-Bay
is high as compared to
Amazon . The products prices
are designed according to the
customers needs and demands
in the market. The pricing
strategy adopted by E-Bay is
high so that huge profits can be
maximized and objectives are
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affordable according to the
quality and quantity of the
goods (Sombultawee and
Boon-itt, 2018). By adopting
effective strategy the set
objectives can be achieved.
Example: Amazon Echo input
which is a speaker is quite
reasonable and affordable
which can be easily accessible
for customers.
fulfilled. Example: Car
safety seats strollers prices
fluctuate according to the
demand and preferences of the
customer for the goods.
Promotion Amazon in order to pull
customers uses modern
promotional tools and
techniques. They adopt digital
marketing and social media
marketing as the main
promotional tools to raise
more customer base for the
product. It directly or
indirectly aid to achieve the
desired goals on time.
Example: In order to promote
Amazon video games they
used social media platforms
like, Instagram, twitter,
Facebook etc. so that sales
ratio video games can be
increased in the competitive
world.
E-Bay adopts their official
websites and digital marketing
tools and methods to promote
their goods in the market place
(Vintilă and at.al., 2017).
Example: Organization sell
their clothes and other
products through their sites
and social media platform so
that desired goals can be
achieved on time.
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Place Amazon adopts online
platform and to sell out their
products in the market. By
doing so set standards are
achieved respectively (Yan
and et.al., 2016). Example: In
order to promote clothes for
girls and women Amazon
prefer social media place or
platform in order to attract
huge customers for the
innovative design, colour
combination etc. in order to
raise brand image in the eyes
of the customer.
E-Bay reach out to their
customers through their
official online sites and google
sites and for their goods. By
carrying out this activities set
goals can be achieved
accordingly. Example:
Organization selected online
place or platform for Car
safety seats strollers to
promote it internationally in
the cut throat competitive
world (Fill and Turnbull, 2016.
Physical evidence Amazon provides the facility
to exchange the purchased
product within 7 days due to
which firm is able to capture
huge market ratio and set goals
are achieved. Example:
Customers can easily exchange
their products after examining
it physically with the time
duration of seven days (Baker,
and Hart, 2016).
E-Bay sell out the product to
the customers on their
demands due to which
objectives can be meet easily
as well as tough standards can
be formulated by business
associates for other company
in the market place.
Example:The exchange
facility is available but on
certain terms and conditions in
the market place. Customers
can exchange products after
evaluating physically. But
cosmetic and beauty items are
not exchanged after use in any
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terms and conditions.
process Amazon spread the process of
production according to the
demand of the product. By
doping so set goals are
achieved in due time.
Example: Amazon Echo input
process of production raises
gradually as and when sales
for the product is in demand.
E-Bay Process of production is
working ta a large scale the
sales and demand does not
affect the process pattern.
Additionally, this leads helps
the business associates to fulfil
their goals (Baker, 2016).
Example: The process of E-
Bay expand at a tremendous
scale in the cut throat
competitive world. Due to
which emerging needs of the
customers are achieved on
fulfilled respectively.
People The potential customers of
Amazon are young generation
whose schedule is hectic and
can not prefer to spend time on
shopping outside. Amazon
provides 24/7 hour facilities of
shopping to the customers . So
that people's preferences can
be achieved on time (Barik and
Kumar, 2018).
E-Bay targeted customers are
large retailer in the world.
They join hands with the top
branded companies so that
needs and wants of the
consumers can be satisfied
with innovative product.
TASK 3
P4 Marketing plan for Amazon
Marketing plan can be sated as a blueprint of business plan in which all activities are
presented including objectives, strategies, target customers, innovative product, budgets etc. It
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assist the organization to focus on the factors which directly or indirectly affect business growth
in the cut throat competitive world (Bull and at.al., 2016). The innovative product is electric Car
for which Amazon is preparing a marketing plan which is discussed as follows:
Situation analysis: PESTLE and SWOT analysis consider two types of situation analysis
which are determined as under:
PESTLE: It introduces as an effective analysis which is used by Amazon to identify political,
economical, social, technological, environmental, technological and legal factor of country
where they expand their business and develop new product such as Electric Car.
 Political factors – These factors mainly related with the level of government intervention
within an organisation, economic, as well as certain industry. As amazon is going to
launch Electric Car in the marketplace so they have to investigate political factors which
can impact on their performance.
 Economic factors - Amazon must be concentrate on the other nation economic
conditions including their interest rates, employment rates, inflation rates etc. As these
factors has large effect on their performance as well as profitability.
 Social factors – It describe by the changing people's preferences and socio culture trends.
Amazon must be concentrate on the customers preference and needs like they have to
support in the mind while their product production including product preference, choice ,
price, changing demand and many other factors.
 Technological factors- These factors introduces to the technology which is used by a
Amazon to maximise its productivity. Company have to include all the adapted features
in their Electric car so the clients can attract to buy their product.
 Legal factors – As amazon is launching a Electric car so they must apply all the rules and
regurgitations governed by government in the production process. I
 Environmental factors – Electric car is a main factor which will help an organisation in
its growth and success within an environment of country.
(SWOT): Before entering into the market Amazon need to examine market scenario and frame
strategies accordingly. Business associates need to evaluate the strengths, weaknesses,
opportunities and threat so that huge market ratio can be captured. In order to full-fill the
demands of car on continuous basis company need to allocate funds from investors and bankers
so that insufficiency of finds does not occur. The pricing policy will be low in the initial days but
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