Comprehensive Marketing Report: Amazon Strategies and Analysis

This report provides a detailed analysis of Amazon's marketing strategies, encompassing the roles and responsibilities of the marketing function, its interrelationship with other departments, and a comparison of its marketing mix with that of eBay. The report delves into the specifics of Amazon's marketing plan, covering product design, promotional techniques, and the importance of maintaining internal and external communications. It highlights Amazon's use of competitive pricing strategies, wide product selection, and effective promotional tools to build brand awareness and drive sales. The report also examines the interconnectedness of various organizational functions, such as finance, production, sales, and human resources, and how these relationships impact the overall success of Amazon's marketing efforts. Furthermore, the report emphasizes the importance of adapting to market trends and customer demands to maintain a competitive edge in the e-commerce landscape.

Marketing Essential

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Roles and Responsibilities of marketing function ................................................................1
P2 Interrelationship between marketing function with other function .......................................3
TASK 2............................................................................................................................................4
P3 Compare the marketing mix of organisations .......................................................................4
TASK 3............................................................................................................................................9
P4 Marketing plan ......................................................................................................................9
CONCLUSION .............................................................................................................................13
REFERENCES................................................................................................................................1
.........................................................................................................................................................2

INTRODUCTION
Marketing function plays a vital role within an organisation as it relates with building
better relationship between customer and company. However, it is a process of creating
awareness among targeted audience about brand through commercialisation and advertisement of
product in marketplace. Apart from this, it is interrelated with other business function in an
organisation and each of them contains their own roles and purpose which enable the firm to
obtain maximisation of profit with an optimum utilisation of resources. Moreover, it allows
company to identify current and emerging trend of market and based on that they implement
corrective course in order to gain competitive advantage (Babin and Zikmund, 2015). In regard
of this report, Amazon is considered, which is an American multinational e-commerce industry
founded in the year of 1994. It is headquartered in Washington, US and contains diversified
segments of products like Amazon Echo, Kindle etc. that add value to customer as well as
enhance company's brand image. This study covers roles and responsibilities of marketing
function, interrelationship between marketing function with other departments, comparison of
marketing mix of organisations and developing a marketing plan for company.
TASK 1
P1 Roles and Responsibilities of marketing function
The organization use marketing tools to promote the services. Selling refers to the exchange of
products and relationships, to satisfy others. The tools of marketing department helps business
organizations to communicate with others to analyse the market. Without marketing department
a business can not execute the activities, it is essential for every organization to analyse the
environment and competitive strategies of the economy. These activities can be executed with
the help of marketing department. It plays a crucial role in strategies the production and
manufacturing activities of a company by analysing the demand of the conumers. The
advertising and promotional tasks can also be accomplished with different marketing techniques
such as social media, advertisements and word of mouth publicity (Baker and Magnini, 2016).
In today's world competition is increasing day by day so to compete with other brands and
companies, Amazon is formulating and enhancing the marketing department roles for effective

and efficient execution of task. with the help of marketing functions the organization focuses on
the growth opportunities.
Role of marketing department
It plays a vital role in analysing the mission and vision of the company and it also works as a
promotion tool for the organizations.
Defining and managing brand: The department of marketing defines business activities such as
in which fields a company is engaged, what kind of products are manufactured by the company
and so on. After defining the core function the second important role of this division is to
manage the brand reputation in the market by creating goodwill of the company. Amazon
manage the brand by effective promotion and selling techniques with the help of advertisements.
It creates the awareness of consumers about the new products and services of the company and
develops demand for the products. In such a way marketing department is considers as the
important tool for the business.
Collects the information: Marketing department analyse and collects the information by
conducting research and development. This helps in gathering and segmenting the market
according to their needs and requirements with different taste and preferences. Amazon gather
the information with the help of marketing department and then manufactures the products and
services for customers. Collection of customers information reduces the production and
manufacturing complexities (Baker and Saren, eds., 2016).
Manage promotional techniques: In this competitive era many organizations are emerging as
competitor brands so the marketing department focuses on the effective promotional tools such
as social media, newspaper advertisements, magazines and hoardings. Amazon selects the best
promotion tool so the message can be delivered to the population. The promotional tools acts as
effective marketing technique because with the help of this large no. of population can be served
together with the information.
Responsibilities of marketing department
Maintains internal and external communication: It is considered that effective communication
helps in maintaining good relations with the employees and consumers. The employees should
understand the values and system of the environment so they can fully utilise the resources of the
company. Consumers are treated as the king of market, communication helps the department in

examining the demand and supply of the consumers with the help of interaction and their
feedbacks.
Strategies the plans : It is very important for organizations to execute the work. Strategies are
made by the department to full fill the organizations responsibilities so that a firm can complete
its functions without delays. Planning can be defined as the blueprint of how the functions of an
company will be carried out and also it also design the decision process related to the
manufacturing and production sells and purchase estimations of an firm. Amazon strategies the
plans with the help of marketing departments for managing its functions (Bastable, 2016).
Product design and development: Marketing department design the new products, these are
developed with the help of consumers taste and desires. Development of new products should
satisfy the consumers, if the consumers are not satisfied with the marketing creation then it can
reduce the organizations profit with the delivery of undesirable products. Amazon examines the
market and its new technological inventions then the services are produced in order to satisfy the
customers.
P2 Interrelationship between marketing function with other function
The organizational functions are always interrelated with one another and this relationship
reduces the complexities but sometime leads to the problematic issues. If one department is not
working effectively then the second unit will be affected because of interrelations.
Finance and production function: An organizations production function is based on the finance
available or allotted to the management. Every company prepares a financial budget to carry on
the activities for a time period. However the budget for production and manufacturing activity is
also prepared by the finance department to carry on the tasks, if the companies do not handle the
wastage of resources then it can directly cost them in terms of profit terms. When the budget
satisfies the production requirements the company earns profit this inverse results to finance
department. Amazon's finance department prepares a effective budget to carry on the production
activities as the company deals in every sector and renders several no. of services to the
consumers so it requires huge finance department to satisfy the need of consumers (Blakeman,
2015).
Marketing and sales department: The marketing tools used by the an organization such as
promotional activities helps in creating awareness for product and services. Business firms
basically focuses on sales activities increase in sales results in generation of more profit for the

company. promotional tools used by amazon is social media, newspaper advertisements,
magazines and mouth publicity to increase the sales proportion. These tools helps in enhancing
and creating awareness and demand for the products . when amazon launches new services they
use marketing strategies to promote the product so the population can recognize the product at
introduction stage.
Human resource and operational department: The employees of an organization execute the
operational activities to meet the demand and requirements of the consumers. Employees the
companies should be fully skilled to complete the task and activities. The operational department
includes manufacturing and production task so to operate the machines and technological
equipments the companies requires skilled employees. As day by day the demand for advanced
products is increasing after this amazon started focusing on the technological products to retain
its customers. The services are designed by the skilled labours so that the technological
requirements can be full filled (Blythe and Martin, 2019).
Marketing functions plays various roles and responsibilities to satisfy the internal and external
needs of the organization and society. Marketing includes selling, production, management,
packaging, new product development, promotions and so on. Every activity of marketing
department is interrelated with each other such as finance with production, sales with marketing,
employees with operation department and etc. all departments are interlinked with each other in
such a way like the function of one will affect the other. Marketing department is very essential
for all the organizations to promote their goods and services in the competitive market. The tools
helps in strategies the plans for smooth running of the organizations. Amazon follows complete
marketing strategies to compete with its rivals, the marketing department of amazon looks after
all the task and activities and helps in achieving the profits and targets of the company.
TASK 2
P3 Compare the marketing mix of organisations
It is considered as an important element in marketing function which provide proper
direction or guidance to company in order to achieve organisational goal as well as to promote
the brand in an effective and efficient manner within marketplace. Along with this, it enable the
firm to introduce new product and helps them in expanding the productivity and profitability
ratio. Moreover, its key focus is to fulfil customer need and demand which add value to

company's brand image in an industry. In regard of Amazon, which is one of the leading online
store focusing on e-commerce, cloud computing, artificial intelligence etc. contains productive
marketing mix strategy which leads them, to attain high level of proficiency. However, it has
several competitors which challenges Amazon business operation and function. The comparison
between Amazon and eBay marketing mix are as follows:
Particulars Amazon eBay
Product It is one of the leading online
selling company as it contains
wide range of products like
clothing, shoes, jewellery,
home appliances, electronics
etc. which attracts the more
customers towards the brand.
Moreover, it promotes its own
private label brand and always
seek for continuous growth
which helps Amazon with a
competitive advantage over its
competitors.
This is also an multinational e-
commerce based corporation
which produces varies types of
facilities to customer like
online auction and shopping
option like home appliances,
electronics etc. , in order to
attain high productivity.
However, it expands its
product portfolio and tries to
increase their market size by
offering more products
segments to customer in order
to enhance their proficiency.
Price It is an important component
in marketing mix function as it
signifies that the amount
customer pays for to enjoy it.
In regard of Amazon, it always
focus on satisfying customer in
terms of price or service.
However, it uses competitive
pricing strategy as it tries to
bring products at more
This concept helps in shaping
the perception of product in
consumer eye. Hence, eBay
implies competitive pricing
strategies because they states
that customer switching is very
high and purchases take place
within minutes. Thus, eBay
had to keep a sharp eye on
price at all time in order to

competitive than others.
Furthermore, it focuses on
keeping prices low and
produce wide selection to
customer that enhance its
brand image. For attaining
more proficiency, it applies
other pricing strategies i.e.
psychological and promotional
prices based on market trend
and demand.
capture the attention of
customers towards brand.
Place It is the biggest online retailer
and a global brand in a
marketplace which serves
across the globe. Moreover, it
provides the facility to
customers to use Amazon's
official e-commerce website
in buying the products at any
time which improves the
morale of company. Along
with this, it shipped top over
100 countries and regions.
Furthermore, it is well known
for keeping time in delivering
goods because of its effective
distribution centres.
It also covers wide ranges of
geographical region through
online trading which add value
to targeted audience as well as
enhance brand image in an
competitive industry.
However, it also known for
fastest delivery time in global
marketplace of online retail
and this has contributed to
their leadership roles.
Promotion It is highly popular brand in
today;s competitive e-
commerce sector. It implies
Although, it is a famous brand,
eBay uses various promotional
techniques to expand its

unconventional promotional
techniques which enable them
to be more creative by low
cost marketing tools such as
Facebook, Twitter, Pinterest,
Linkden etc. which allows
them to reach all potential end
users in an innovative and
creative manner.
productivity such as
advertisement, social media
campaign. Along with this, it
makes use of Search Engine
Optimisation tool, so that
when customer searches for
product online, the search
engine first highlights the
name of eBay above everyone
else. Although, it applies
creative way to promoting the
product yet it is not up the
mark of Amazon brand image
within an industry.
People It takes initiative to improve
the capability of employees as
they provide proper training
facility which develops the
skills of manpower and
generate a better working
culture. Moreover, its contains
647500 workforce who are
highly dedicated towards
organisational goal and
maintains the company's
disciplines which enable them
to provide best service to
customer and it directly
reflects in enlargement of firm
proficiency.
It consist of 14,100 manpower
who contribute their best effort
towards the achievement of
organisational objective within
a prescribed time limit in an
impressive or productive
manner. Moreover, its
employees are good in
convenience customer
regarding goods which
captures majority of audience
attention towards brand.

Process It facilitates various types of
platforms for customers which
improves the overall
performance of company.
Along with this, it offer cash
on delivery, debit and credit
transaction, delivery time, safe
payments and also it provide
the facility to customer to
share their opinion, views
regarding product or service
which helps company to build
a long term relationship with
all potential end users.
Ebay always takes initiative to
improve customer experience
towards brand as it offer online
payment option by being an
unbiased nature, that is the
main reason many clients or
stakeholders are keeping their
relationship with company as
well as it enlarge its
profitability ratio within
competitive marketplace.
Physical evidence It contains better working
culture as its infrastructure is
highly impressive and
attractive which enhance the
Amazon's reputation among
customers.
Ebay makes uses of its all
available resources as its
working atmosphere is fully
systematic and structured
which generate a positive
attitude among customers or
clients, that is in results
increase in market share and
size in productive way.
However, marketing mix is an essential element or technique which enable Amazon and
eBay to examine the market trends as well as helps them in implementing strategic decision in
order to gain competitive advantage within e-commerce industry (Campbell, Martin and Fabos,
2018).
M3 Evaluate different tactics of organisation to achieve objectives.
In order to survive in a competitive marketplace, every organisation needs to be highly
goal oriented as well as customer centric, which helps them to add value to targeted market and

improves the overall performance of company. Moreover, marketing mix is the set of
controllable, tactical marketing tool which allows firms to produce desired response from its
target markets. Hence, Amazon make uses of this tactics in their business operation which helps
them to analyse existing market scenario and also enable them to position their product in an
effective manner as its implies competitive pricing which increases its productivity. On the other
hand, eBay is also able to reach its end users with the help of marketing mix and also it help
them to obtain profit maximisation with an optimum utilisation of resources as well as improves
its overall performance in an industry in an innovative and creative style.
TASK 3
P4 Marketing plan
It is regarded as main determinant in a marketing function as it act as a roadmap which
provides the proper direction to company in order to accomplish business objectives within
prescribed time frame. In other terms, it is considered as business document which outlines
marketing strategy and tactics and also it includes marketing related details such as costs , goals,
action for achieving company's goals in an impressive and productive way (De Jong, Marston
and Roth, 2015). Along with this, like a business plan, it is not a static in nature as it keeps on
altering based on market trends or demands which leads a firm to attain high level of
productivity and profitability ratio. Moreover, marketing plan contains wide range of scope as it
helps Amazon to reach its end users and provide them high level of satisfaction which increases
company's proficiency and market share. In addition, with the help of this plan, every firm finds
easier to obtain clients and customers attention by providing clear information to them that
enhance its growth and profitability ratio(Shaw, 2016.). In regard of Amazon, it always seeks
for a platform which leads them to develop their business operation and function in an
efficacious way. Hence, it explore its product segment into food division in order to gain
competitive advantage in a market. Therefore, it develops a marketing plan for its new product
i.e. Amazon eats which offer high and best quality of products for enlarging their proficiency in
an innovative manner. The marketing plan for Amazon eats are as follows:
Objective
It is a component which enable the enterprise to accomplish their defined goals and
vision within a prescribed time limit in an effective and efficient way. Along with this, it

includes strategies and tactics in order to gain competitive edge in a marketplace. However,
Amazon eats main business objective is to increase its productivity and volume of sales by 15%
in the upcoming 2 years and aims to become a largest retailer within an e-commerce industry.
Along with this, it's focal point is to deliver high quality of products and services in order to give
customer satisfaction as well as it helps them to enhance their market share in an impressive
way.
Strategy
It is a method or plan of action which is designed by company to achieve long term goal
in an appropriate way by generating a value to customer as well as to brand reputation. Under
this function, it involves price, target audience, differentiation, product positioning etc. for
attaining productivity and profit margin. Hence, the STP for Amazon eats are as follows:
Segmentation:It is the process of dividing a market of potential customers into groups,
segments based on different characteristics (Faßmann and Moss, 2016). In regard of Amazon
eats products, company applies behavioural and psycho graphic segmentation strategies in order
to cater the customer changing needs and wants. However, with the rise in per capita income of
an individual and changes in buying patterns, audience are getting more acquainted and are
comfortable in buying online.
Targeting:This is concern with selecting potential customer to whom a business wishes to
sell products or services as it involves choosing the segment, determining product to offer in
each division etc(Ryom and et. al. 2016). in order to obtain high level of profit maximisation. In
relation to Amazon eats, firm implies undifferentiated targeting strategy and aims all age group
of people with a variety of products because every individual of all demography buy online
items which is available to everyone where the delivery is possible. By this, company can
increase their market size and its market share(SHUKLA, 2016).
Positioning: It is the last element in STP process as in this an organisation implements
the targeted goals by placing the product in an appropriate way in order to enlarge company's
proficiency. However, national and multinational e- commerce companies are giving high level
of competition to each other, due to which positioning is an integral determinant for Amazon
eats. However, Amazon has positioned its new product as a trust worthy and customer friendly
e-commerce brand (Lane, 2016).
Situation

In every organisation, there are two types of environment i.e. internal and external which
directly impact the business decision making. In order to analyse the company's potentiality and
profitability, SWOT analysis plays a vital role within business operation and function. It is a tool
which enable firm to examine its capability in order to meet all challenges or threats by adapting
opportunities which leads them to attain high productivity and proficiency. However, SWOT
analysis of Amazon for its new product are as follows:
Strength
 It is one of the largest e-commerce
retailer in an e-commerce industry as
well as contains wide range of products
like clothing, electronics, home
appliances etc. which improves the
overall performance of company
among marketplace (Purvis, 2015).
Weakness
 Due to large and wide delivery network
and price wars, Amazon margins are
shrinking which effect its profitability
ratio(Marketing Process. 2018).
 In many developing countries, Amazon
struggles to increase its productivity
and proficiency which is result into
putting them in high debt and it directly
effects on company's brand image.
Opportunity
 Being a multinational and branded
company, Amazon has an opportunity
to adapt acquisition strategy which help
them in decreasing their competition
level and also can increase their market
share and sales growth.
Threat
 There is a high level of competition
within e-commerce industry. Some of
the competitors of Amazon are
Filpkart, eBay, snapdeal etc. which
becomes the major threat for company
and effect its proficiency.
From the above explained SWOT analysis, it enable Amazon to enhance its sales growth
and profit margin as it help them to determine current and emerging trend of company in order to
achieve business goals and objective in a cost efficient way (Pike, 2015).
Forecast

It is a process of creating a plan in order to preparing a detailed projection of future
amounts so that they can easily achieve the organisational goal within a prescribed time limit
without any hindrances. Moreover, it enable the company to determine its current position and
based on that they make corrective course of action which leads them to obtain maximization of
profit in a better manner. However, Amazon budget for its new segment i.e. Amazon eats is
given below:
Total amount allocated to the budget is 3,00, 000
Particulars Amount
Advertising on TV (10%) 30000
In social Media Platforms (25%) 40000
On newspapers (10%) 20000
Sales Promotion- (30%) 60000
With the help of this budget plan, Amazon can provide proper direction and guidance to
its manpower and also to its business function so that they can accomplish their vision in an
appropriate manner and can enlarge their customer base in an innovative and creative style.
Action Plan
Under this, they develops a marketing mix for its new product that is Amazon eats in
order to gain competitive advantage in an effective manner (Pike, 2016). The marketing for
Amazon eats are as follows:
Product: Amazon has diversified range of products as it provides clothing, electronics,
home appliances, books etc. which creates a positive attitude among customers and it enhance
their proficiency among competitors. Moreover, it expands its product range to food division
which provide more option to end users to choose Amazon brand.
Price: It applies fair and affordable price for its new product i.e. it adapts cost leadership
strategy which attracts more customer attention towards Amazon brand and render customer
high level of satisfaction(Zgarrick and et. al. 2016)..
Place: It covers all urban and rural areas through online website which makes more
feasible and convenient to targeted audience that enhance Amazon proficiency and volume of
sales (Puddle, 2015).

Promotion: It applies all advertisement platform that is, it make use of all social media
network such as Facebook, Pinterest etc which helps them to promote their new branded product
(Amazon eats) among customer in an attractive manner which helps them to enlarge their
productivity.
Therefore, the above explained marketing plan allows Amazon to increase their volume of
sales and profit margin by providing best quality of product which add value to targeted
customer as well as enlarge firm's brand image.
CONCLUSION
From the above discussed report, it has been summarised that marketing function plays a
crucial role in a company which helps them to achieve their organisational goal within prescribed
time limit. Along with this, it enhance the brand image by adapting attractive or impressive
strategy in order to promote the product within competitive marketplace. Moreover, marketing
function is interlinked with other business function which guides the firm to collaborate with
each other in an effective way and builds a better working culture in a business premises. Along
with this, marketing mix is also an integral element which allows an organisation to position
their product in a better way so that they fulfil the requirements of customer and improves the
volume of sales within given time frame. Furthermore, marketing plan act as a guidance to
company's in order to gain competitive advantage in an innovative and productive way.

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