Level 7 Strategic Marketing Plan: Amazon's Business Strategies

This report provides a comprehensive marketing plan for Amazon, encompassing a PESTLE analysis to understand the political, economic, social, technological, legal, and environmental factors influencing the company. It includes a SWOT analysis to identify Amazon's strengths, weaknesses, opportunities, and threats, along with a stakeholder analysis to assess the interests of customers, employees, and communities. The report develops SMART strategic objectives, discusses market segmentation and brand positioning, and analyzes the marketing mix, including pricing, promotional, and distribution strategies for Amazon's products. The analysis considers the competitive landscape, internal capabilities, and external market forces to provide a strategic overview of Amazon's marketing efforts. The report also highlights the significance of the marketing mix for the organization.

Running Head: MARKETING PLAN FOR AMAZON
Marketing plan for Amazon
Name of the Student
Name of the University
Author’s Note

1MARKETING PLAN FOR AMAZON
Executive Summary
The sole purpose of undertaking this report is to understand the dynamic nature in which the
Amazon is facing various key marketing challenges. This report also intends to carry out
internal as well as external business environment in order to understand the key challenges
that is being faced by the firm.
The various analysis undertaken are PESTEL analysis, SWOT analysis, and SMART
analysis. Besides, this report intend to discuss in brief regarding the various segments of the
market. Moreover, the paper intends to outlays the “Brand-Positioning” strategy for the
specific selected target market. On the other hand, this report intends to bring out the
“Marketing-Mix” strategy that would be suitable for the concerning firm. The paper also
intends to bring out the pricing strategy that has been undertaken by the firm, along with the
promotional strategy that the firm undertakes. The firm also undertakes distribution strategy
which will be discussed within this report. The paper aims to bring out the marketing traits
that is suitable for the concerning firm “Amazon”.

2MARKETING PLAN FOR AMAZON
What are the various favourable factors along with that of the unfavourable factors are well
elaborated within this report. Besides, there within the report much of the things are being
elaborated with regard to the marketing criteria of the concerning firm “Amazon”. The
market is positive for the brand as the brand has been successful for a longer period of time.
The brand has a huge market share in spite of the huge number of competitors. The brand
introduces an innovative product on a periodic basis. This makes the brand a positive unit.
Besides, the interest of the consumer keeps on increasing with the further expectation that
much more innovation will be seen. The change in the technological changes has brought
about a huge change within the consumer market and the business practices. Because of the
innovation within the latest technologies, efficiency has increased to huge extent. Cybercrime
rates have increased a lot. The stakeholder’s interest is a fair price, the convenience of service
and that of online security in undertaking transaction with the company. The company make
use of advanced IT platform that ensures the security of the payments that is being made.

3MARKETING PLAN FOR AMAZON
Also, to ensure efficient purchase and delivery system. The sole purpose of undertaking this
report is to understand the challenges that are being faced by the concerning firm. Besides,
the strategies that are being undertaken by the concerning firm to identify the areas of default.
The firm has been taking a number of steps to overcome the key challenges that are being
faced by the concerning business firm. Amazon CSR activity is the highest priority that they
give towards the employees. They aim to achieve their satisfaction and maintain a positive
long-term relationship in order to grow the industry to the heights. It is because of the
revenue that they receive from the customer base for which they are given immense priority.
The stakeholder’s interest is a fair price, the convenience of service and that of online
security in undertaking transaction with the company.

4MARKETING PLAN FOR AMAZON
Table of Contents
1. A section in which you perform a PESTLE analysis and your organisation.........................3
2. A section with SWOT analysis, and stakeholder analysis of your organisation....................5
3. A section in which you should develop SMART strategic objectives for the organisation.11
4. A section concerning the market segment. This section should,.........................................14
a. Discuss how market segments could be used for the organisation..................................14
b. Select one or more market segment(s), justifying your decision.....................................15
c. Propose, and justify a “brand positioning” for the targeted market segment...................16
5. A section concerning the marketing mix. This section should,...........................................16
A. analyse the significance of the marketing mix for the organisation................................16
B. contain a pricing, promotional, and distribution strategy for one of its products...........18
Pricing strategy:...............................................................................................................18
Promotional strategy:.......................................................................................................19
Distribution strategy:........................................................................................................19
References................................................................................................................................21

5MARKETING PLAN FOR AMAZON
1. A section in which you perform a PESTLE analysis and your organisation.
POLITICAL
- Government support the structure of
the e-commerce platform.
- There are positive efforts that are
being made by the government body
towards the cyber-security threat.
- The corruption that takes place in the
economy creates a barrier for the
firm.
- Change within the import and export
policies that are being formulated by
the government body (Mullins et al.,
2009).
ECONOMICAL
- The market stability of the
developing economy, such as that of
the U.S. and European countries.
- The economic reforms that keep on
changing with the pace of time.
- Within developing countries,
disposal incomes have increased a
lot.
- The economic conditions of the
economy, such as inflation or
depression.

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SOCIAL
- The difference between wealth
generation and distribution.
- Consumerism, within the developing
countries, has increased to a huge
extent (Mullins et al., 2009).
- The change in the consumer taste
and preference, the bulk of the
consumer market has shifted
towards the online e-commerce
platform.
- The firm makes use of the “laissez
free” leadership style. The firm
believes that each of the voice
should be heard so that a better
business perspective can be
achieved.
TECHNOLOGICAL
- The change in the technological
changes has brought about a huge
change within the consumer market
and the business practices.
- Because of the innovation within the
latest technologies, efficiency has
increased to huge extent.
- Cybercrime rates have increased a
lot.

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LEGAL
- The brand has shown a huge interest
in sustainability programmes.
- The brand has also contributed to
business sustainability.
- The brand has made a number of
commitments to enhance its
productions to reduce the extent of
carbon emissions (Mullins et al.,
2009).
ENVIRONMENTAL
- The company has taken part in
multiple CSR programmes.
- Amazon has taken a number of
measures towards sustainable
packaging, waste reduction, and
renewable energy.
- The firm is making the most of
renewable sources of energy
wherever it may be possible in the
production stage to contribute
towards the CSR programmes.
2. A section with SWOT analysis, and stakeholder analysis of your organisation.
SWOT analysis of the organisation,
- Amazon is having huge brand
presence and brand equity within the

8MARKETING PLAN FOR AMAZON
STRENGTH
consumer market.
- The brand has its root within the
international boundary as well.
Thus, this helps the firm to sustain
its position within the rival market.
Their business in diversified areas
enables the firm to obtain their
business cycle irrespective of failure
in one specific areas.
- The market is positive for the brand
as the brand has been successful for
a longer period of time.
- The brand has a huge market share
in spite of the huge number of
competitors (Palmer et al., 2009).
- The brand introduces an innovative
product on a periodic basis. This
makes the brand a positive unit.
Besides, the interest of the consumer
keeps on increasing with the further
expectation that much more
innovation will be seen.
- The brand is having a number of
rival firms.
- The brand is facing a number of

9MARKETING PLAN FOR AMAZON
WEAKNESS difficulties in terms of shipment
such that, imports and exports of the
orders get hampered because of the
changes in the policies in regard to
the shipment activity.
- The brand is serving free shipping
facility such that the profit margin
may get hampered if any
uncertainties take place (Palmer et
al., 2009). Hence, it might not be
able to optimise its costs because of
this specific strategy.
- Some of the professional marketing
experts claim that the brand operates
on a zero margin business model
that has an adverse effect upon the
profitability. Although the company
has been successful in generating
huge profits and earnings.
OPPORTUNITIES
- There are a number of opportunities
for the firm if they intend to make
use of the vertical marketing system
(VMS).
- If the firm makes use of their local
logistics body, then there lies huge

10MARKETING PLAN FOR AMAZON
business prospects for their firm as
much of the cost that is being
undertaken because of the third party
bodies will be minimised.
- By making use of the online
payment channel, the firm avails
convenience to the consumer. On the
other hand, it makes the consumer
secure in terms of payment transfer
as they can track down the status of
their transactions.
- Besides, having an online presence,
the brands also maintain a physical
store which is addressed as
“Amazon Go”, that is located within
the 11 distinct regions of the
country. It serves Seattle Chicago,
San Francisco, and New-York City
(Palmer et al., 2009).
- There is an immense threat to the
online database platform. Such that
data in regard to the consumer data
can be breached, and get into the
hands of the individuals who may
use it for their personal use or cause

11MARKETING PLAN FOR AMAZON
THREATS harm to the reputation of others.
- The company make use of the
“Aggressive Pricing” strategy such
that the firm has to face several
lawsuits from that of the publishers
and rivals within the retail industry.
- In the pursuit of global strategy,
Amazon cannot ignore the global
market strategy of the rival firms.
This strategy helps the firm to gain a
competitive advantage over the other
rival business firms.
A stakeholder analysis of the organisation,
CUSTOMERS
- Amazon CSR activity is the highest
priority that they give towards the
employees. They aim to achieve
their satisfaction and maintain a
positive long-term relationship in
order to grow the industry to the
heights. It is because of the revenue
that they receive from the customer
base for which they are given
immense priority.
- The stakeholder’s interest is a fair