Critical Self-Reflection on Amazon's Marketing Strategies - Module 1

This essay provides a critical self-reflection on the marketing strategies employed by Amazon, with a focus on customer retention. The student analyzes the application of strategic marketing principles, drawing upon various sources such as lecture notes, articles, and websites. The essay explores the importance of customer-centric models, the significance of understanding customer needs and expectations, and the development of skills like strategic and critical thinking. The student reflects on the professional benefits gained from the assignment, including insights into customer engagement, retention, and the avoidance of "marketing myopia." The essay also discusses the practical application of strategies such as customer segmentation, feedback systems, and stakeholder engagement, highlighting how these can be implemented in a future professional role. The student acknowledges areas for further learning and concludes by emphasizing the importance of customer-centricity and the role of customer retention in brand development.

Critical Self-Reflection on
Case Study
Student’s Name:
Student’s ID:
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Introduction
The primary purpose of the essay is to reflect upon various marketing strategies used by Amazon
for retaining the potential customers. It will reflect on my opinion or knowledge that I have
gained after completing the assignment, one that is based on strategic marketing. The paper will
also evaluate the professional benefits that has been received after critically analyzing the case of
Amazon. Several skills and strategies will be beneficial in the retention of the customers and
providing a high level of satisfaction to them. The learning of various skills, like strategic
thinking or innovation, will help me in doing professional activities.
Main Context
The assignment based on “Strategic Marketing” helped me in learning various strategies that
would be helpful in my future professional work. I have completed the assignment on strategic
marketing by using various materials or sources such as lecture notes, articles, and websites. I
went through all the relevant sources and made research on the marketing strategy of the
company. Amazon is one of the largest companies in the globe, which mainly focus on its
customers for making the organization customer driven (Shah et al., 2017). From this, I expect to
learn about the importance of the customer-centric model as well as retaining the voice of the
consumers. I have learned that the needs, as well as expectations of the customers, are crucial for
the better performance of the business in the highly competitive environment. In my future
profession as a manager in an organization, I could use these learning and focus on the voice of
the consumers (their needs, expectations, and perspectives) so that the company will perform
well and earn a good position within the market. I have learned various skills and knowledge for
developing practices in the future. I have learned strategic thinking skills, critical thinking skills,
innovation skills, and retention skills.
However, the different skills that I have learned will help me in my future in satisfying as well as
retaining the customers. A company which focuses on customer satisfaction can increase
customer loyalty and consumer base for successfully running long-term business (Harrigan et
al., 2017). Several factors need to be considered for understanding the requirements of the
consumers such as current trends of the substitute products and product quality along with its
need and purchasing power (Preikschas et al., 2017). The method of learning activity used for
learning skills or knowledge helped in content focus and critical thinking. I have used various

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studies from different articles that are based on different concepts but contains the same
objective of making customer driven or customer-centric organization. Several strategies have
been evaluated like a clear vision for the firm, achieve commitment from the employee, creating
strategic decisions to enhance experience, build customer segmentation, develop feedback
system, manage change, communicate the change and analyze the overall outcomes to
understand the features that are essential for gaining customer experience (Kumar and Reinartz,
2016). I can use these strategies in my professional activities to get benefit in the future. These
strategies will help in maintaining commitment at a high level towards the customers within the
company (Soltani and Navimipour, 2016). I could focus on the satisfaction levels of all the
potential consumers of the company.
I have gained knowledge regarding the importance of customer engagement, customer retention,
customer needs, and customer satisfaction for the organization. A theoretical model has been
proposed in the article “The process of customer engagement: A conceptual framework” that
involves an increased level of trust for the repeat and new customers (Mishra and Modi, 2016).
From the perspective of the model, I understand the need for developing rational as well as
emotional bonds for both new and repeat consumers. I also identified a term that needs to be
avoided by the organizations that are "marketing myopia." Marketing myopia is a term that
causes distortion in the strategic vision of the company and leads to the failure of the business
(Manral and Harrigan, 2018). Due to this the organizations face challenges when they view
marketing from the viewpoint of selling specific products rather than fulfilling customer needs
and stakeholders expectations (Srnicek, 2017). The new marketing myopia also requires to be
ignored for the success of the business and for this, we need to address multiple stakeholders,
changing the environment of the business, and expectations of both stakeholders and customers.
I acknowledged that I can use five propositions within the organization to correct myopia. The
five propositions are mapping the stakeholders of the company, evaluating the salience of
stakeholder, identify the issues of the stakeholder, engage with them, and insert a stakeholder
orientation (Mazzucato, 2016). From the strategies and other perspectives, I realized that
planning is a must for every process as we cannot predict the future. With the help of planning, I
can support the organization to get ready for future changes. Like Amazon, I would also use
strong methods of market research in my future organization, which helps in maintaining
customer satisfaction in terms of delivering quality products or services. It is seen that Amazon

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offers discounts and loyalty bonus to its consumers, which helps them in getting a profitable deal
as well as promote customer retention.
I have also gained knowledge regarding the market-driven product strategies that will help me in
encountering competitive challenges effectively. I feel that I am unable to identify some of the
skills such as communication skills, cross-functional team skills, coordination skills, and
managing skills from the previous assignment. To learn these skills, I need to utilize other
relevant materials and articles based on those skills which will help me in future to communicate
with my colleagues and customers of the firm. I experienced more about the customer-centric
model or design for the business which could be developed through segmentation of customers.
It will help in understanding the beliefs and attitudes of the consumers that influence the buying
behavior. As a result, my current practices might change to get benefit in the future. I will adopt
product strategies, customer-driven strategies, and other beneficial marketing strategies so that
the organization can perform well in the changing business environment.

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Conclusion
It has been concluded that customer-centric organizations can enhance positive performance and
face competitive challenges. The organizations that engages in customer retention practices can
easily promote the brand development. The paper helps me in learning various concepts and
strategies that will provide benefit in my professional work. I gained multiple skills and will
utilize in the company to retain the customers and increase the level of customer satisfaction.
Customer retention practices are beneficial for every organization to promote the brand as well
as to acquire new customers. It is also essential to identify the needs and expectations of the
potential stakeholders of the company.

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References
Harrigan, P., Evers, U., Miles, M. and Daly, T., 2017. Customer engagement with tourism social
media brands. Tourism Management, 59, pp.597-609.
Kumar, V. and Reinartz, W., 2016. Creating enduring customer value. Journal of
Marketing, 80(6), pp.36-68.
Manral, L. and Harrigan, K.R., 2018. Corporate advantage in customer-centric
diversification. Journal of Strategic Marketing, 26(6), pp.498-519.
Mazzucato, M., 2016. From market fixing to market-creating: a new framework for innovation
policy. Industry and Innovation, 23(2), pp.140-156.
Mishra, S. and Modi, S.B., 2016. Corporate social responsibility and shareholder wealth: The
role of marketing capability. Journal of Marketing, 80(1), pp.26-46.
Preikschas, M.W., Cabanelas, P., Rüdiger, K. and Lampón, J.F., 2017. Value co-creation,
dynamic capabilities and customer retention in industrial markets. Journal of Business &
Industrial Marketing, 32(3), pp.409-420.
Shah, D., Kumar, V., Kim, K.H. and Choi, J.B., 2017. Linking Customer Behaviors to Cash
Flow Level and Volatility: Implications for Marketing Practices. Journal of Marketing
Research, 54(1), pp.27-43.
Soltani, Z. and Navimipour, N.J., 2016. Customer relationship management mechanisms: A
systematic review of the state of the art literature and recommendations for future
research. Computers in Human Behavior, 61, pp.667-688.
Srnicek, N., 2017. The challenges of platform capitalism: Understanding the logic of a new
business model. Juncture, 23(4), pp.254-257.
Ulaga, W., 2018. The journey towards customer centricity and service growth in B2B: a
commentary and research directions. AMS Review, 8(1-2), pp.80-83.

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Appendices
Appendix A
Figure: Customer-Driven Strategy of Amazon
(Source: Ulaga, 2018)
Amazon used the customer driver strategy to become a customer-centric organization as it helps
in gaining customer experience and satisfaction. Its focus on the customers, understand their
needs as well as expectations, design framework, and received feedback to constantly improve
business activities.

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Appendix B
Figure: Customer retention
(Source: Preikschas et al., 2017)
Customer retention is essential for Amazon to increase customer loyalty and performance in the
changing market. From the graph, it can be said that higher the percentage of prime customers,
higher the development of the brand.