Roles, Responsibilities, and Marketing Mix: An Amazon Report

This report provides a comprehensive analysis of Amazon's marketing strategies, focusing on the key roles and responsibilities of the marketing function within the company. It explores how marketing relates to other organizational departments, such as HR, finance, IT, sales, and production, highlighting the interconnectedness of these functions. The report delves into the roles of marketing in both B2B and B2C contexts, explaining how Amazon tailors its approach to different customer segments. Furthermore, it examines the marketing mix, detailing how Amazon utilizes product, price, place, and promotion strategies to achieve its business objectives and gain a competitive advantage. The report provides a comparative analysis of Amazon and E-Bay marketing mix and strategies, offering insights into the effectiveness of different approaches. This report is valuable for understanding how Amazon uses marketing to achieve its goals.

Marketing Essentials

INTRODUCTION
Marketing consider as an action that undertake by company to promote goods that
contribute in enhancing overall sales of the company. It also includes different activities like
advertising, selling or delivering quality products to satisfy customers needs. Mainly, marketing
play a vital part in evaluating the market research with the aim of evaluating customers wants
(Ali and et. al., 2014). By this, company can easily attain higher satisfaction this contribute in
making brand image famous. Current report is based on Amazon, is famous American
Multinational technology company which provide services of cloud computing, e-commerce,
artificial intelligence to customers. Report will highlighting on roles and responsibilities of
marketing function along with its interrelation within another function of business. It also
includes marketing mix that apply by organization to attain organizational objectives. At last,
evaluate a basic marketing plan for business is also mentioned that support in rising performance
of the company.
Task 1
P1 Key roles and responsibilities of marketing function
Marketing is consider as an vital part which includes in organization to evaluate as well
as identify the products for market place. Mainly it starts form identifying customers demand
and end with satisfying their demand. It lend in rising sales of the organization that support in
increasing larger market share from its competitors. In Amazon, marketing function is crucial
which aid in evaluating customers demand and provide them services accordingly. Along with
this, it also consider as a function that help in promoting or creating awareness in customers
about company products and services. For accomplishing competitive advantage, it is crucial for
firm to effectively implement marketing strategies to maintain their sustainability for longer
period of time (Bačík, Štefko and Gburová, 2014). In this regards, some key roles and
responsibilities of marketing function in Amazon:
Roles of marketing function within Amazon:
 Carry out customers and market research: The primary use of marketing function of
Amazon is to tackle an effective marketing research which help in identifying customers
demand, target market. It also help business organization to analysis the actual
requirements of services in market place (Baker and Magnini, 2016). In this, manager of
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Amazon is responsible for analysing competition level and customers demand at market
place.
 Monitoring and managing social media: It is also an effectual marketing function in
manager gather actual information towards the market and customers as well by using
different social media tools like Facebook, Instagram and many more (The Role of a
Marketing Department, 2019). These are support in increase awareness of customers
about the Amazon products. It increase customers base at market place through which
firm can easily attain competitive edge.
 Producing marketing and promotional activities: It is crucial for marketing department of
Amazon to create marketing activities that may support in promoting its products and
services and market place. This may influence customers buy it products as per their
requirements. Along with this, manager of Amazon also define as well as promote their
core products in competitive market to capture customers attention. For attaining success,
company needs to up-to- date all the products and services that are easily invite
customers to consume it. It help in raise the profitability and also create positive brand
image.
Responsibilities of marketing department in Amazon:
 Setting marketing strategy: It is essential duty of marketing department of Amazon is to
effectively formulate marketing strategy to attain entire market goals and objectives in
stipulate time frame. For this, Amazon set the strategy in context of promoting their
growth at wider level so it can easily maximize their profitability level at competitive
(Baker and Saren, 2016). Further, it is also important for marketing department to make a
clear strategy that support in attaining their target is effective manner.
 Organize seminars and Events: In business organisation, marketing department is highly
responsible for organize events, seminars, sales conferences and many more to provide
all the necessary information to large number of customers. In context of Amazon,
manager of marketing department promote external events to customers so that they
easily consume its products and satisfy their needs (Blythe and Martin, 2019). By this
company may improve their sales and also increase their competitive edge at market as
compare to its competitors.
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 Product development: It is crucial responsibility of marketing section to effectively
analysis market trends by working with internal and external team so that they can easily
produce a new products and capture customers attention. In this regards, Amazon also
analysis sales of existing products and at the same time also identify the gaps within the
products range (Responsibilities of Marketing Department, 2019). It help in identifying
the opportunity to attain the market objectives by satisfying customers needs and wants.
Thus, it is also important for manager of marketing department to set best price of the
products and launch it in market place. This will help in increasing customers base and
profitability level as well.
P2 How roles and responsibilities of marketing relate to the wider organizational context
In business organization, all the department and its function are interrelated with each
other. Mainly, department of business is responsible for specified area but at the same time also
linked with another function. This is the main reason that entire activities of business
organization is interlinked. By this, company may keep positive performance and attain set target
easily. In this regards, department of Amazon is also define better interrelation with its business
function that support them in maximizing its productivity. All these relationship with function
can be understood by following points:
Marketing with HR department: It is crucial for business organization to recruit and
select skilled and talent workforce so that they can effectively execute their activities and attain
set goals. In this HR department of Amazon is responsible for recruiting. In this regards,
marketing department also required skilled workforce who has knowledge about market research
and customers demand. For attaining the same, marketing department provide information
towards the workers to HR department to recruit accordingly (Boschetti and Massaron, 2015).
By this, company can easily attain success at marker and also attain their set target as well.
Marketing with finance department: In business organization, finance department is
consider as a most important part as it allocate proper fund to all the department so that entire
activities can be run effectively. In this regards, marketing department of Amazon provide all the
information about customers demand and its promotional activities so that finance department
provide them enough and adequate fund (Brychkov and Domegan, 2017). By this, marketing
department easily meet customers demand and provide them higher satisfaction that contribute in
improving performance level of the company at market. Thus, it is important for both department
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to keep proper coordination so that all the data and information can be effectively transfer and all
the necessary decision are easily taken.
Marketing with IT department: In Amazon, IT department play a significant role in
adopting new and advanced technologies to make entire process of business easy and smother as
well so that customers can easily place their order and does not face any kind of issues. Along
with this, IT department also gather proper information from the marketing manager about all the
market trends and online technologies that are previously used by company. By this, Amazon
effectively operate their activities and improve their entire process which may aid in making
customers positive towards company services.
Marketing wit sales department: In business organisation, selling is one of the crucial
activity to established their brand image at market. Thus, it is essential for company to prepare an
effective plan towards sales so that they can easily maximize sales volume and at the same time
also improve profitability as well. In this, marketing department play a crucial role in analysing
the available products in market and actual demand of particular products and services. By this,
sales department serve products as per customers feedback so that they can provide them better
(Dibb, Simoes and Wensley, 2014). Along with this marketing department also provide
information to sale division about what is emphasizes and what sales tool is will use to offer
products in market place.
Marketing with production department: To improve productivity level of company, it is
important to produce right quality and quantity of products as it support in reducing the wastage
and at the same time also maximizing the profitability. In this context, marketing department is
also play a significant role in analysing as well as evaluating external trends to analyse the
demand of Amazon products. All the information about market and customers, marketing
department provide to information to production department (Dioko, 2016). With the help of
this, company produce products as per requirements that may help in reducing the wastage of
materials. Thus, both department play a significant role in enhancing the customers demand and
profitability level as well.
Role of marketing within B2B: Marketing play a vital role in every type of business
organization. In context of B2B, the role of marketing is to transform business into customers.
Mainly, it is related with product driven and sales driven. Along with this, marketing is also
dealing with potential customers as they required products and services of their specified brand.
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In this, marketer is responsible undertaking an effective market analysis for understanding the
customers needs and wants. With the assistance of this company can improve their brand image
and market share as well.
Role of marketing within B2C: Marketing consider as an important term that used by
company to increase awareness among customers at market. In context of B2C, the main focus
of business is to selling products and making their goods and services for personal use. In this
context, company provide better packaging option to the customers that are appropriate for their
consumption. In this, Amazon use effective strategies with the aim of promoting their products
and services at market to invite customers over there.
Task
P3 Marketing mix to the marketing planning process to attain business objectives
Marketing mix consider as an activities and combination of various factors that can be
evaluate of controlled by the business organization with the aim of influenced them to purchase
its products and services. Mainly, it includes a marketing tool that help company in a attaining
set marketing objectives in the target market. In context of Amazon, marketing mix used as a
tactics that help in promoting its services in market place. This will directly lend in enhancing
the positive brand image and also capture larger market share from its rivals (Jenyo Gabriel and
Soyoye Kolapo, 2015). Along with this, it is a promotional tool that includes various aspects all
these are allow to improve their productivity level by attaining customers satisfaction.
Basis Amazon E- Bay
Product Amazon's products along with its
services are basically divided among
four different range of categories
and these are website, electronic
devices, media content and Amazon
web services (AWS). The ‘product’
Amazon is the website and the
application, that this company offers
to its customers sells types of goods
to them of different brands.
E-bay is a famous multinational e-
commerce company which offer
different online services in over the
world to established their
competitive brand image. The
main products and services of this
company is electronic items,
clothing, home appliances, décor
and many more at online platform.
Along with this, E-bay is a online
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Basically, Amazon could be
considered as a company, which is
doing business in e-commerce
industry (Mittal, 2014). On the other
hand, its retail division mainly
offers everything from apparels to
auto parts, toys to electronic
gadgets, home décor to
health/beauty utilities.
platform for people to sell and buy
its good with global presence.
With the help of all these products
company easily influence large
number of customers towards its
services. It may help in increasing
market share and profitability level
also.
Price Pricing strategy of Amazon
basically varies and this is because,
company offers different range of
services to the customers. Along
with this, it is being found that Most
of the time the price of products is
set following the competitive
pricing strategy by Amazon. Away
with this, it is said that this business
organisation also offers customers
with lowest of prices and this helped
Amazon in becoming the market
leader in a short span.
E-bay provide wide range of
products and services through
which number of customers are
attracted towards its online
website. Mainly, the pricing
strategy of E- bay can be classified
as a cost leadership in which they
charge sellers on its competitive
price in order to retain customers
for longer period of time. In
addition of this, sellers on eBay
includes various pricing strategies
such as penetration pricing,
economy pricing, price skimming,
promotional pricing and many
more (Kennedy and Parsons,
2014). All these are effective
strategies which make overall
performance of the company more
competitive at online platforms.
Place Amazon, which is working at global E-bay focus on the places and
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level and this has helped business
company in having a good presence
in all around the globe. The actual
place from which, Amazon is
working i.e. online where products
and services through online
application or through website i.e.
Amazon are being sold and
purchased (Mueller and et. al.,
2015).
channels where they serve its
products and services in market
place. These type of places can be
includes physical and virtual
location where customers are
easily buy its services as per their
requirements. In this regards,
official websites and mobile apps
are the main places for customers
to access company services. API
(Application programming
interface) us also allow customers
to access the company services
which can be effective for reach
target market. With the assistance
of this, company can easily attain
competitive advantage from its
rivals.
Promotion Promotional strategy of Amazon
include advertising through various
communication channels like
effective television ads,
smartphones application via small
time video on YouTube, also use
social networks like Instagram,
Facebook, Twitter handling as well
on Hot-star. It is advance promoting
tool, used by Amazon as the current
target market are influencer social
handler and uses it on daily basis,
which will create spark in knowing
Promotion play a vital role in
business organization in increasing
customers awareness towards the
company and its offerings as well.
In this regards, E-bay use various
media to create strong awareness
towards the company products.
Mainly, there are some media such
as TV, print, online ads, billboards
and many more (Muralidharan and
Raval, 2017). All these are use by
company to influence as well as
attract customers to consume its
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about the product. products to increase their
profitability level. Furthermore, E-
bay also promoted their online
payment gateways and portals as
well so that more and more
customers could trust on its online
transactions It may contribute in
increasing profitability level at
market place.
People Amazon is majorly consists with
approximately 2,30,800 staff
members that are performing well in
all over the world and this is helping
customers to get service from
Amazon 24*7 (Okumus and Cetin,
2018). Along with this, to its staff
members, Amazon also offers a
great deal of training and
development activities, which helps
them in improving overall presence
in specified time frame.
E-bay has approx 12600 people
who work for company to improve
its performance. Along with this,
company has a multichannel
inventory it employs its employees
in the logistic of goods.
Furthermore, company also
provide appropriate training
programs to their workers so that
they can effectively perform their
job activities in appropriate
manner.
Process If it is talked about the process,
Amazon has basically divided its
warehouses and fulfilment centres in
order to make the overall operations
much more effective and efficient in
nature. Along with this, company
also uses the best in the business
technology to support its daily
activities and also in its
E-bay has different process for
providing customers services and
at the same time also ensure about
its online shopping experience. In
context of buyer front, company
has auction format in which
customers can easily bid for its
products. Mainly, bid are time
bound. Other side, seller also
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advertisements in order to offer
customers with the best experiences
of using their services.
upload a picture of its particular
products that describe its feature to
customers. By this process,
company easily create strong
customers base that contribute in
establishing competitive image at
market place.
Physical Evidence Online website i.e. Amazon could
be considered as the biggest
physical presence that this
organisation in holding in present
time. In present context, it can be
said that since Amazon is one of a
leading online retailer the place of
service is its website and application
are being developed with a great
design and with a much more
fruitful user friendly structure as
well. This has helped Amazon in
offering customers with high
experiences in all over the world.
E-bay has physical stores in
various location in which they
serve their services to customers
(Pappas, 2017). Along with this,
company website, packaging,
boxes al many more are also
includes physical presence of
company that may contribute in
increasing number of customers
towards its services.
Furthermore, marketing mix see as an crucial tool that used by Amazon and E-Bay in
order to make their production promotion strong. As it may gain customers demand which will
improve the performance the company.
Task 3
P4 Marketing plan
Marketing plan refers to a report that includes marketing strategies to attain all the set
goals. It is essential for business organization to improve their growth level and at the same time
also help in promoting specific products and services at market place. Along with this, it is
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consider as a structures plan which includes entire marketing activities that support in advertising
the activities in upcoming time frame (Rodney and Wakeham Dr, 2016). The main purpose of
preparing an effective plan is to introduce a new products that contribute in attaining success at
competitive market place. As it provide detailed information about marketing strategy,
objectives, situational analysis, promotional activities and many more that help in attaining set
targets. In this context, the marketing plan for Amazon is related with introducing
Accommodation services to large number of customers in over the globe. For attaining success
in this aspect, company prepare an marketing plan by using SOSTAC Model.
SOSTAC is an effective model that includes various marketing activities and strategies
that used by business organization to improve their performance level at competitive market
place (Wilson, 2014). Mainly, it stands for situation, objectives, strategy, tactics, action and
control. All these are help in making an successful market plan support in promoting as well as
advertising products which directly contribute in increasing profitability level of the company at
global level. The marketing plan of Amazon can be explained by some points:
Objectives: The main objective of Amazon is to increase sale by 15% in upcoming 1year by
providing best accommodation services.
Mission: The mission of Amazon is to serve best quality services to customers at affordable
price in order to increase their profitability level.
Vision: To become the best and famous e-commerce company in over the globe by satisfying
customers needs and wants.
Situation analysis: It is also important for marketing manager of a company to effectively
analysis the prevailing condition at market place by using industry analysis. Along with this,
company also use SWOT analysis to evaluate the actual performance of the company at market
place.
 SWOT analysis: It is an effective tool that used by the company with the aim of
determining their strength, weaknesses, opportunities and threat as well. Mainly, it is
relate with internal environment analysis which assist in improving performance level.
Strength Weaknesses
 Strong brand image is the main strength
that help in inviting large number of
customers.
 New services required more
advertisement, promotion to sell its
products.
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 New Accommodation services help
organization to attain competitive
advantage at market place from its
rivals.
 Skilled workforce is also required to
provide best services.
Weaknesses Threats
 Company will expand at global level to
create strong customers base.
 It also tries to provide their services
discounted price to increased their
sales.
 Competition in market place is major
threat for business organization.
Strategy: It is consider as an action that used to attain all the set goals and objectives in stipulate
time frame. As it includes various strategies which used by Amazon are as follows:
 Segmentation: This type of strategy is classified market and customers on the basis of its
characteristics. In his regards, Amazon segment their customers as per psycho-graphic. In
this they offer their services as per customers habit, attitude, values and many more.
 Targeting: It refers to the services that will be targeted in order to attain competitive
advantage from its rivals. As Amazon introduce new accommodation services to
customers for this they target business class customers, family and young generation.
 Positioning: This type of strategy is relate with brand positioning in market place which
is differentiate from another company (Wirtz, Tuzovic and Kuppelwieser, 2014). In this
context, Amazon set USP for their new products which help in making them different
from another brands at market place.
Tactics: It is related with short term strategy which used by marketing manager of company with
the of reducing the chances of arising any kind of issues while implementing marketing plan. For
this, Amazon use various strategies like marketing mix, online promotion and many more that
help in solving all the issue. By this company can easily satisfy customers expectation.
Actions: This section of marketing plan is relate to improve new product image at market place
by inviting large number of customers.
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 Product: The new product which launch by Amazon is its Accommodation services to
customers at market place. Place: For providing Accommodation services, Amazon use online apps through which
they easily reach customers at global level. Price: Amazon provide accommodation services to its customers at affordable cost which
may improve the customers base within the organization.
 Promotion: For promoting new product in market place, Amazon use print media and
online so that customers can easily influence towards its Accommodation services.
Marketing budget:
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial money 8000 10000 14500 15060 19440
Investment 10000 11000 20840 35500 20470
TOTAL 18000 21000 35340 50560 39910
MARKETING OUTLAY
Promotion 8400 3550 6000 2420 4000
Online publicity 3500 2900 8000 6000 3000
Print media 6000 2500 8000 3900 8600
TOTAL 17900 8950 22000 12320 15600
Control: It is a last stage of marketing plan that help manager of the company to take action if
any kind of issues and changes will be found at the time of implementing marketing strategies.
For better improvement, manager also take feedback and reviews by communicating with
customers. With the assistance of this, Amazon effectively develop a strategy that directly
contribute in satisfying customers at market place.
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CONCLUSION
After completing this report it cab be concluded that, marketing is an crucial activity or
business to effectively promote advertise its product. It may create customers awareness about
company offerings and also influence them to buy its products to satisfy their needs. Along with
this, marketing function of Amazon is also play a crucial role in developing customers base
within the company by preparing effective marketing strategies that support in increasing
positive brand image. Furthermore, key roles of marketing function is also interrelated with other
department as it lead in attaining set goals and objectives. In addition of this, 7P's of marketing is
also comprised with competitors through which company easily analyse their overall
performance through which firm can easily achieve their targets. Furthermore, marketing plan is
also produce by organization with the aim of introducing new products and services that aid in
keeping name of company is more popular and competitive as well.
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REFERENCES
Books and journals
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