Marketing Fundamentals Analysis and Evaluation: Amazon's Strategies

This report provides a comprehensive analysis of Amazon's marketing fundamentals, exploring the role of marketing in creating customer value and the impact of stakeholder engagement on its marketing activities. It begins by defining marketing and customer value, then examines Amazon's use of the STP approach (Segmentation, Targeting, Positioning) and its marketing process, including understanding the market, designing customer-driven strategies, constructing integrated marketing programs, building relationships, and capturing customer value. The report also analyzes the advantages and disadvantages of marketing. Furthermore, the report delves into stakeholder engagement models, such as partnership, participation, consultation, and communication approaches. The report concludes with a critical analysis of the marketing process and its importance for business expansion and success, highlighting the need for effective evaluation and strategic implementation.

Marketing
Fundamentals Analysis
and Evaluation -
Assessment 2

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
The role of marketing in creating value for customers...............................................................3
Stakeholder engagement and their impact on the marketing activities of an organisation.........7
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13
Books & Journal:......................................................................................................................13

INTRODUCTION
Market is wider and broader and which is increasing the competition. With this changing
period of time, it has become important to carry out the marketing & fundamental analysis of
evaluation in proper manner. Fundamental analysis is defined as approach of analysing the intrinsic
value by examining financial & economic factors (Yan, 2017). With help of marketing fundamental
analysis, it is possible understand market value of company through decision making is carried out
in effective way. Amazon , a multinational technology corporation headquartered in UK. The firm
mainly focused on cloud- computing, e-commerce, artificial intelligence etc. This report comprises
of role of marketing in creating value of customers and stakeholder engagement & their impact on
marketing activities of firm.
TASK 1
The role of marketing in creating value for customers
In business sector, it is important to be for every organisation to carry out marketing
activities so that goals as well as objectives are accomplished in proper manner. Marketing is
defined as process of promoting, selling product or services with research & advertising to
accomplish given objectives. Whereas customer value refers to difference between customer
expectation with that of alternatives related with product or service (Jones, 2018). Consumers will
typically purchase item with highest customer value among all offerings in marketplace. Every
consumer has a unique set of needs, resources, so no one will place same value on same product.
The highest-quality product does not always provide t highest customer value, since benefit of each
item is measured against cost. CV is all about subjective perceptions, which can only be influenced,
not controlled. The role of marketing in business & market is wider because without this it is not
possible to carry out core activities of business. Amazon, which is multinational brand uses concept
of marketing with appropriate research analysis & strategies. They divide their marketing functions
into two parts- functions that drive end users to visit listing of firm, and second one is functions that
sell product's value. These both functions are carried out by them in most efficient way. Also, to
target their market, they use STP approach of marketing.
STP
It is elaborated as Segmentation, Marketing, Positioning, which is marketing approach
which is being used by organisations to analyse the potential market for business & achieving goals.
In relation with chosen entity, they use this approach by carrying out deep research so that all
components are adopted properly. It has several components which are further explained below-

Segmentation-
It is defined as process of dividing of market with proper research & on basis of certain
variables like demographics, psycho-graphics, etc. on basis of market is being segmented. Market
segmentation allows you to target your content to the right people in the right way, rather than
targeting your entire audience with a generic message (Leonard, 2020). This helps increase chances
of people engaging with firm ad or content, resulting in more efficient improved return on
investment (ROI). In relevance with Amazon they divide their market by both variables of
demographics as well as psycho graphics for their business. Without segmentation, it is not possible
to sell product at market place. Thus, t is crucial to focus on segment so that resources, ideas are
used accordingly.
Targeting-
It refers to targeting of identified market to analyse opportunities by accessing consumer
data & insights (Rangaswami, 2020). Through this, marketing activities as well as campaigns are
being carried out. It is essential to target potential consumers so that decisions making process is
done in efficient way. In relevance with Amazon, they target their market by using reliable
information which helps them to examine their target appropriately.
Positioning
Then at last, positioning is defined as creating a brand image in mind of customers or in
market. It is often seen that end users mostly purchases product after analysing positioning of brand
in market. It reflects goodwill of firm in market on basis of which consumers get attracted towards a
brand. A good positioning makes a product unique, makes users consider using it as a different
benefit to them. A good position gives product a USP (Unique selling proposition). In a market
place cluttered with lots of products and brands offering similar benefits, positioning makes a brand
or product differentiate from others, confers it the ability to charge a higher price, to deal with
competition from the others. So, Amazon have a good image in market & with their premium and
luxurious position across globe. So, above paragraph shows that to target or identify potential end
users value and market it is necessary for corporation to use correct approaches of marketing. With
use of STP, tactics are
Marketing process- It is systematic procedure of creating a value of customers by
following several stages. It is to be conducted in systematic way as everything is done with
procedures. Marketing process includes ways in which value can be created for the customers to
satisfy their requirements. It is an endless series of actions, reactions between customers &
companies making attempt to create value for OR satisfy needs of end users. Marketing creates

value for customers by following ways which are mentioned below-
Understand market place, customer needs & wants-
Marketing is basis for business which helps in achieving higher growth & development. It
assist organisation to identify potential market, conducts research through which needs of end users
are examined. This is done by accessing end users data by implementing & use of appropriate
strategies. In context with chosen company, they are located globally and have strong network
connections which help in examining the correct consumer’s insights (De Luca, 2020).
Design a customer driven strategy-
Marketing creates customer value by designing effective customer drive strategy in which
they focuses on their set of end users in which they get more profit from business. This is done by
providing end users products according to their requirements. With help of metrics, the satisfaction
level of every individual is being measured properly (Islam, 2020).
Assist in constructing an integrated marketing program-
Integrated marketing refers to process to make assures that all marketing &
communications are being consistently met all stages & strategies of firm. It is mostly adopted
when specific target market is set, advertising is being done vial all media channels, etc. In
reference with selected corporation, they also construct IMP by use of marketing approaches which
help them making decisions. Constructing these programmes provides detailed information

regarding consumers and market.
Build relationship-
Then, in next stage marketing helps business to build a positive relationship with consumers
so that consumer delight is analysed. By creating a consumer delight, CRM is maintained in correct
way which also leads to satisfying & delivering better experience to customers with brand. Through
this, tactics are implemented properly (Liao, 2020). In context with selected enterprise, they have a
optimistic relationship with their consumers which assist them in making decisions.
Capture value from customers to create profits and customer equity
In this step, end users value is being examined & captured by understanding their actual
requirements, value proposition, etc. By capturing value of consumers it is easy to use analyse
competitors in market. Through this, profit is gained by firm & customer equity is being
determined. Thus, selected entity handles their customers with use of appropriate
Critical analysis
This has been analysed with that the above discussed model it important to be aware about
the market processes and procedures on the basis of which organisation is able to execute their
function and operations in the effective manner. The marketing process is a systematic procedure
which consist of different activities that are to be carried out with proper considerations
Therefore, after analysing marketing process it is seen that it play crucial role in expansion
of business. Moreover, by doing proper market research, tactics are being implemented as well as
adopted accordingly. Manager of entity make ensures that all process are undertaken with
appropriate considerations. It is a time consuming process which is needed to be done with use most
effective ways. It is critical task in which high level of expertise & knowledge is being required.
Advantages of marketing
Enhances brand recognition- Main benefit of marketing is that it assist business in
expanding their brand recognition at wider level. It is done through promotion, advertising, etc. It
create awareness of company in market amongst rivals, individuals, society etc. Consumer’s only
purchase products when they are aware abut that brand. In relevance with undertaken enterprise,
they have brand recognition at global level.
Build strategies for business- Through this, organisation is able to implement strategies &
also new ideas are generated for higher development. Without use of tactics, it is not easy to survive
in this competitive era (Jenson, 2020).
Helps in Optimum utilisation of resources- With use of marketing, it make assures that

every resource is utilised appropriately. It helps organisation to manage their activity cost also. As ,
everything is done systematically, uses of resources are managed.
Disadvantages
Cost expensive- It is cost expensive because in this ample number of activities, functions
and operations are involved. It is difficult to manage cost in process because every aspect is
important without which goals cannot be achieved.
Time consuming- It is a time consuming approach as to adopt process, detailed information,
tactics, are required which require time at wider scale. It became more difficult to make decisions d
within firm.
Skilled employees- In this, to get work done effectively they require skilled personnel
because they are people who manages all functions. It is not easy to search for skilled employees
because candidates are hired on basis of job requirement, description, etc. In case of chosen firm,
they hire employee with person carrying high level knowledge or skills.
So, stated matter depicts that when carrying out marketing process appropriate evaluation is
needed to be done so that problem or issue do not arises in near future. Furthermore, manager of
enterprise need to be more aware about how to use marketing for business success factors. Then, it
is examined that it helps in accomplishing of common desired goals.
Stakeholder engagement and their impact on the marketing activities of an organisation
In an organisation, there are many people who run businesses as well as management. It is
not possible for an individual to run all activities of firm solely. Stakeholders are one who have
interest in company for some reason. Without stakeholders, decisions cannot be undertaken in
correct way. So, stakeholder engagement refers to process of involving of people who are affected
by firm decisions & agreed on accepted outcomes (Zhang, 2019). With help of this process,
conflicts and errors are managed appropriately. It is essential for every corporation to focus on
stakeholder engagement so that objectives are achieved. Thus, model related to concept is discussed
as follows-

Stakeholder Engagement model
Partnership- This approach shows that individual has equal roles, reasonability, according
to which actions or decision making are focused. It minimises the level of risk associated with
business.
Participation- They are those who are part of team, deliver task or responsibility, it states
that people have two way engagement with limited responsibility. In relevance with undertaken
corporation they leaders and managers come under this category.
Consultation- This approach specifies that stakeholders are present but not responsible and
do not affects consultation boundaries. It also depicts that entities ask questions whereas
stakeholders answers them (Foroudi, 2019).
Pull communication- It is another engagement approach in which one way communication
is involved. It used in business with aim of delivering information to them. Stakeholders select
whether to engage with it. It is being used most efficient way because careful consideration is to be
taken.
Push communication- It is also being considered as one way communication because in
this credentials are passed or communicated to them by using several tools or channels like
webcasts, email, videos, etc. It is mostly used to deliver correct information to people engaged
during process.
Thus, from above specified model, it is analysed that engagement is necessary to be done so
that positive relationship is build. To achieve a specific goal, communication is required to be
processed at every aspect which also reflects that engaging with people is crucial.
Stakeholder engagement process-

It is process is which includes various elements through which SE is done systematically.
So, several elements are discussed below-
Plan- It is first aspect of process in which it specifies that planning is done to identify
objective of firm. Without use of plan, it is difficult to achieve aims. So, it is done with areas like
planning whether engagement is art national or international level, how much time it will take,
impact on firm if it is not done etc. In business sector, planning is required at every aspect to
achieve results without facing any issue (Civera, 2019).
Listen & engage stakeholders- In enterprise, there are several of stakeholders like
dominant, dangerous, dormant, etc. which have different point of perspectives as well as demands.
Therefore, it is crucial to understand, listen their requirements. It assists company to use resources,
manpower, and time efficiently at optimum level. It is most crucial stage of process. Understanding
of requirements of every stakeholder,
Internal preparedness/ alignment- This aspect depicts that to accomplish success in
market, identification of both organisational objectives as well as stakeholders are to be aligned &
examined (Cubilla‐Montilla, 2019). Manager of company needed to be active regarding alignment
which leads to correct use of resources in process. It reflects that internal preparedness is crucial for
building a trust between interested parties.
Building trust- The next aspect is to build trust between management, firm, stakeholders so

that issues do not arise. Building a trust took time because of difference in opinions of every
individual. It can be built by many ways like disclosure of important information to them,
delivering of correct output, use of effective communication tools etc. Furthermore, with use of
appropriate attitudes, behaviour, trust is build up in easier way.
Consultation- At this aspect, consultant plays vital role because they act as representative,
they are context focused, responsive to every situation, etc. They have deep knowledge of business
operations and stakeholder’s requirements. They understand every situation then react accordingly.
People, who are in process of consultation, need to make ensure that reliable credentials are passed
or delivered further to stakeholders.
Commit and implement- Then comes stage in which actual implementation of undertaken
measures of stakeholders are carried out with commitment. It is essential for corporation to focus on
their commitment towards stakeholders. In this, they want to know about what measures have been
adopted by entity to deal with problems or issues. Suggestions which have been proposes by them
are analysed by company with both most priority/ least priority. Correct examining is required to
done so that most important suggestions are adopted by management.
Monitoring, evaluating, reporting- In this process of EP, next stage arises in which
manager of company make assures that process is which undertake is monitored, evaluated &
reported. It helps them in keeping everything under control, up to date, which is beneficial in future
perspective. To do it, checklists for both monitoring and evaluating is developed in which it
contains various questions like have the impacts, outcomes of SEP, is being identified verified by
company's manager, does stakeholders are participating at every stages or not etc. (Cubilla‐
Montilla, 2019). After this, reporting takes place in which report is to be presented back to
stakeholders.
Thus, explained paragraph shows that SEP, is being undertaken with deeper analysis as it
help in accomplishment of common desired goals of organisation. Manager is responsible for
managing / handling all stages in such a way that expectations of every individual are met. By
effectively using all steps, positive results are obtained.
Impact on marketing of enterprise
As SEP is adopted by company, it affects enterprise at larger scale because all decisions,
infrastructure relies on these stages. They are directly connected with marketing because main
functions, operations are done within marketing department (Romero, 2019). With existence of
different types of stakeholders, decisions, needs, changes as market variables affect firm. In context
with undertaken company, they focus on their stakeholders which help them in managing
everything properly. It is duty of superiors/ managers to assure that SEP is being stabilised. The

engagement process has a deep impact because it change work environment of business which
affects employee attitude.
Disrupts environment- When SEP is focused by entity, it distracts work environment from
their regular course of work. When environment get disrupted, the workload is passes to marketing
department (Chen, 2019).
Stress- It increases the stress level of marketing department because to understand SEP,
time is needed with focus. It leads to working with over load and anxiety.
Manager pays focus on stakeholders – In SEP, manager of company pay more focus on
stakeholders rather than managing marketing department or activities. This makes it difficult to
correctly complete work (Jones, 2018).
Different stakeholders and their impact
 Employees- Employees are are so to be known as an important stakeholders as because they
impact upon organisation and which indirectly affects the marketing activities of
organisation. This is because employees are the asset of enterprise who manages all the
work and produces the output. In relation of Amazon, they maintain positive relationship
with the subordinate which helps them to execute their marketing activities and functions
properly.
 Customers- Customers also stakeholders who have interest in enterprise product and
services. So they also impact on marketing activities of enterprise because company can
only distribute their product or services when highest satisfaction is being achieved by their
customers. And accordingly marketing activities and operations are being carried out.
 Shareholders- Shareholders are most powerful stakeholders to take all the major decisions
in organisation. In consideration of selected enterprise, it is located global and has wide
range of shareholders without their decisions marketing activities cannot be processed or
initiated.
Hence, stated matter shows that impact on marketing affects whole working system of
corporation. Therefore, measures are to be adopted which assist company to deal with occurred
changes.

CONCLUSION
After a brief analysis of above report, it has been concluded that marketing is most integral
part of business without which it is not possible to run activities in proper manner. Discussions
have been made about marketing, capturing the value of customer, stakeholder’s engagement and
impact on corporation. Moreover, STP as well as marketing process is explained briefly in context
of entity. Therefore, evaluation is necessary to understand concept as a whole which reflect deep
credentials.