Strategic Management of Amazon: Marketing Analysis and Strategies

This report provides a comprehensive analysis of Amazon's strategic marketing, focusing on its customer-centric approach and competitive advantages in the e-commerce landscape. The report begins with an abstract and introduction to Amazon, highlighting its growth and evolution as a leading online retailer. It then delves into Amazon's strategic planning, including its marketing plan, mission, vision, and strategies. The core of the report examines Amazon's marketing analysis, covering the 4Ps of marketing (product, place, promotion, and price), segmentation, targeting, and positioning strategies. Furthermore, the report explores Amazon's internal marketing strategy and competitive advantages. The analysis critically evaluates the statement that customer needs and wants drive strategic marketing decisions, using Amazon as a case study. The report concludes with recommendations for Amazon and provides appendices and references for further study. The report examines how Amazon's marketing strategies, especially its customer-centric approach, have contributed to its success, and how customer feedback influences its marketing decisions. The report also highlights the company's commitment to innovation, customer satisfaction, and expansion into new markets.

STRATEGIC MANAGEMENT OF AMAZON
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STRATEGIC MANAGEMENT OF AMAZON
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STRATEGIC MARKETING OF AMAZON 1
Contents
ABSTRACT..............................................................................................................................5
INTRODUCTION......................................................................................................................5
Product...................................................................................................................................6
Structure of the report...........................................................................................................7
STRATEGIC PLANNING........................................................................................................8
2.1. marketing Plan....................................................................................................................9
2.2 mission and vision..........................................................................................................10
2.3 Strategies of amazon......................................................................................................11
2.4 Action.............................................................................................................................11
AMAZON’S MARKETING ANALYSIS...............................................................................11
3.2. Amazon’s 4Ps....................................................................................................................12
Amazon’s Product............................................................................................................13
Amazon’s Place................................................................................................................14
Amazon’s Promotional.............................................................................................................14
Amazon’s Price................................................................................................................15
3.3. Segmentation Strategy..................................................................................................16
3.4 Targeting Strategy..........................................................................................................17
3.5 Positioning..................................................................................................................18
3.6 gaps analysis...................................................................................................................19

STRATEGIC MARKETING OF AMAZON 2
3.7 Recommendations..............................................................................................................19
Competitive advantage of Amazon...................................................................................21
CONCLUSION AND RECOMMENDATIONS.................................................................22
Appendices...............................................................................................................................23
REFRENCES...........................................................................................................................23

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ABSTRACT
The paper criticizes Amazon's reasoning for being a case study organization: the right
marketing plans are not top-down, they start from the outside, start from the wishes and
expectations of consumers. "It uses various analytical writings to appraise how consumer
speech affects strategic marketing choices in that sector. The company's growth has centered
on a positive, customer-oriented corporate approach throughout its existence.
The study of the corporate marketing campaign reveals that Amazon is heavily focused on
the advantages of online technologies. However, since consumer was first installed, Amazon
has opened several physical outlets at various sites where, beyond division and placement,
Amazon is implementing 4Ps advertising techniques. While the commercial has recognized
possessions and located itself as a multinational frontrunner, it has been told, as many other
firms aspire for being consumer focused as various offline businesses come online, growing
competitiveness slowly.
INTRODUCTION
Amazon is a US e-commerce business that is focused on online distribution of goods and
services (John, 2017). The business took advantage of cloud technologies according to Dave
(2018) to become an industrial giant of electronic firms with substantial revenue through
improved internet marketing and data delivery. The organization was guided by long-term
ambition from its founding date in 1995 to 2003, which contributed to the adoption of
product infrastructure research and growth approaches (Fadikar, 2010). The firm has also
gradually expanded its net profits to become a major seller worldwide (Shaughnessy, 2012)
and the commercial eventually extended its possibility, including the operational bookstore,
by selling various other goods and services.

STRATEGIC MARKETING OF AMAZON 4
Amazon is one of the 500 fortune corporations founded in 1995 by Jeff Bezos. The first move
in e-commerce has been made. Originally it was referred to as Cadabra. Amazon's growth
was a gradual and steady one; the company concept was unique and introduced in the 1990
dotcom era. Amazon set up a solid base after early sluggish growth and made a income of
$2.5 million at the close of its fourth year on the sector. The growth never stopped and the
latest insights in the e-commerce industry were exposed to Amazon. In 2005 the income rose
to 359 million dollars and in 2006 to 190 million dollars. This was CEO Jeff Bezos '
management ideology. Total revenues of Amazon rise from 24,509 billion dollars in 2009 to
61,093 billion dollars in 2012 (2013a) quarterly. The latest 2013 quarterly forecast reveals
that net income will rise to $34 million, which reverses the declining trend in revenues
(2013b). Amazon's goal line is not about delivering merchandise, but their path to growth is
to think to consumer satisfaction (Bell and Zemke, 2013). Amazon's present position is that it
would not identify itself as a retailer or distributor. By improved distribution strategies and
other key business functions, they have established new e-market technologies
Product
New goods have been introduced to the roster since Amazon's founding, and offerings have
been steadily enhanced. Amazon has three product groups, namely television, software and
general products, among several groups of which Amazon Business Solution is the most
relevant one. It demonstrates that you can purchase something in Amazon shops through the
Amazon Marketplace. Amazon's most significant and top-business is to offer books, and the
shift against books prices in mainstream shops is generally based on the reality that Amazon
cuts. It is also blamed that Amazon has deprived Amazon Kindle of the conventional
bookshops market. The business Amazon type’s main offering is presently Amazon's biggest
seller. It is compact and identical to a standard book if a3-book cover is attached to this

STRATEGIC MARKETING OF AMAZON 5
package. The key features are. The Amazon typeset style is designed so that consumers can
interpret the paper through a font size change.
The business has established a market development marketing plan completely tailored,
including interior and outside advertising (Amazon, 2015). The business has a policy for
market success.
Jeff Bezos (2007), the creator of Amazon, is inspired, in his terms, to cater to the clients that
drive him to invest on their behalf, and to discover the most appropriate way to base a
company on clients.
The communication plan of Amazon is analyzed in this article, which is important to how it
places consumers first.
Structure of the report

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This study analyzes the customer-centered communication approach of Amazon. The job
consists of four central parts. In the first chapter, the full research, methodologies and
processes are presented, the second chapter addresses a comprehensive marketing strategy,
strategies for execution and marketing functions. The third chapter provides a thorough
review of the communication campaign for Amazon, and the fourth chapter offers
suggestions and deductions.
STRATEGIC PLANNING
Strategy in the commercial mentions to the set of performances that require a particular target
for Ghemawat (1991). It comprises the business's approach to reap long-term financial gains.
In view of the changing business climate, Johnson et Al (2008) proposed that this possibility
plan might "configure resources and competencies to satisfy the needs of stakeholders."A
sense of purpose and tangible goals is a significant thinking for the company as strategic
strategy provides day-to-day feedback and allows to measure success and to provide a guide
of improving company-like strategies (Devra, 2018).). (Devra, 2018). The importance of
strategic preparation in creating successful management plans and, ultimately, keeping
environmental progress resilient is recognized by Dutton and Duncan (1987). They allow
management to identify strategic goals, analyze the market landscape and establish detailed
plans and methods obligatory to perform the plan (Dutton & Duncan 1987). This method A
variety of phases are taken by the strategic planning phase as seen below:

STRATEGIC MARKETING OF AMAZON 7
Source: Pikuoec (2010)
Strategically speaking, following the World Trade Center assaults in 2011 and the Global
Economic Downturn of 2008 (Krystal, 2013), Amazon was just able to deal with a number of
environmental shifts and business growth. The group has shown competitive versatility with
its consistent competitiveness, its extension of its market to India and the outline of the first
online shop in a growing field. As part of the Stockport 2010 strategy, Amazon has
confirmed that it is primarily in the interest of its 3 different focus groups: consumers,
suppliers and producers that the strategic and marketing goals are being met (Baltes, 2015).
2.1. marketing Plan
Advertising is an agency that tackles the awareness and production of revenue desires of
customers. Kotler and Armstrong (2014) identify interactions to sustain effective consumer
relationships.
In addition to the selling of goods and services, marketing includes consumer analysis and
advertising to produce revenue. Grönroos (1989; 2006) suggests that this technique is meant
to contribute to the creation of a successful product / service that suits and desires clients '
needs. In addition to growing revenue and consumer service by developing innovative goods

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desired by consumers, marketing became a tactic that other businesses utilized to grow client
loyalty and improve competitiveness (USW, 2018).
A collaborative preparation mechanism to direct and articulate a range of realistic outcomes
required to accomplish the intended goals would be critical to increase the effectiveness of
initiatives. Paula defines the strategy of marketing as "a tool for developing strategic and
practical partnerships between company interests, skills and resources with future business
opportunities," it is related to identifying priorities, strategies and missions and target
markets, with reasonable budgets (South Wales University 2018). Ali (2018) notes that the
method includes collecting and reviewing evidence that facilitates the accomplishment of
long-term strategic goals in the business after implementing them. Unlike the company's
approach, the marketing action plan will take into consideration developments expected to
emerge on the sector. The strategic strategy method allows executives to determine where the
business is heading, achieves a thorough knowledge of the target audiences and clienteles and
reflects on the key drivers (Ali, 2018). The brand policy of Amazon, which relies on
consumer satisfaction to deliver user-specific products, ill uses a company in which its
consumers come first.
2.2 mission and vision
At the point of strategic preparation, the objective and goal message are prepared. The long-
term aim of Amazon, in particular, was to target buyers by "providing our consumers cheap
costs, comfort and wide selection of items, with digital delivery in the main" and "Amazon is
the consumer sector where consumer are technologically informed of what they want and are
striving to maintain customers ' pricing at the lowermost price conceivable (Bhasin, 2017).

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2.3 Strategies of amazon
Collaboration with suppliers provides geographic cost benefits in the procurement of market
resources and time to pursue a sustainable approach. The brand blend technique known as
Edward (2017) for 4Ps draws Amazon buyers. Amazon is also recognized as the 4Ps
company. In the next part, several techniques and methods such as positioning, segmentation
and resources will be addressed.
2.4 Action
With an connected warehouse Amazon begins and gradually expands the reach to a broad
variety of product groups, letting other shops to sell and deliver their goods over the Amazon
marketplace. The network program can monitor the behavior of consumers in an attempt to
individualize their products to provide, according to user preferences, the correct product to
market segment.
AMAZON’S MARKETING ANALYSIS
"The best messaging strategies are not up-to-date, external and are in accordance with
customers ' preferences and aspirations," is the central theme of this article.
3.1. Amazon’s Internal Marketing Strategy
Both companies are based on customers in today's market landscape (Kaushik, 2013). An
significant factor is that the business staff are efficiently hired and are willing to work
successfully and satisfy the customer's demands. This top-down approach is an worldwide
campaign for the marketing of the company and its workers ' goods and services. The
approach involves capacity creation, efficient organizational collaboration and alignment that
makes workers grasp the whole communication organization. Walter et al. (1994)
recommend that the top leadership first take this into consideration to address the project.

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In the growth of Amazon's consumer-centered strategy internal marketing played essential
roles, helping to improve customer loyalty, establish a deep customer attachment, and
ultimately overcome rivalry. This indicated that rivals of Amazon have long been involved in
a nesting technical and technological ecosystem while Amazon has concentrated on
technology that serve its customers betterThis means that all staff will grasp this philosophy
in line with market desires as well as the objectives of the organization and thus, originating
with management. CEO Jeff Bezos (2017) said: "Our customers remain loyal to us until they
are really well handled by the second party. We are committed to our customers," said CEO
Jeff Bezios (2017). Rendering to Walter et al (1994), "Global promotion is the key to better
quality and is a product to external promotion" In order to advance customer loyalty and
outshine in international advertising, Amazon considered it essential for workers to
understand and satisfy consumer desires.
3.2. Amazon’s 4Ps
Here you can look at Amazon's marketing strategies as an alternative to gain customers. "The
worldwide customer-centred enterprise through which customers can search and find
everything they choose to buy digitally" is the Amazon Marketing mission (Bhasin, 2017).
As stated, Amazon has a variety of strategies and tactics as a global e-commerce business to
achieve inexpensive compensations over its rising contestants on the internet. The consumer-
centered business strategy of Amazon is projected to remember and win additional market
shares. The subsequent research will rely on the premise that the 4Ps of the advertising mix
are linked together to render the organization's advertising strategy actual. The Marketing
Mix Strategy, it is believed, enables advertisers to attain their competitive goals, position the
business on its board markets and have customer loyalty if properly achieved. (Chaplain,
2005).

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Amazon’s Product
This plan stresses the quantity of goods a corporation provides its consumers. In Kotler,
2005, firms utilizing this mixing technique take note of their instruments, for example the
range, scale, style, products, brand name, packaging, machinery, etc.
Amazon aims to broaden and diversify its merchandise offering, including branded items and
services including Amazon new, film, web site, prime, multimedia material, etc. in adding to
the broad diversity of crops and services obtainable through the company online marketplace
(Fadikar, 2010). This supports the hallucination of the company to be more customer-centred
because diversification can satisfy the customers if they have many choices and can find what
they really want and need. It is obvious to Edward (2017) that change refers to business
demands and thus consumer loyalty. The growth of the company's portfolio has also
significantly increased the marketing mix. The organization also sells membership to goods,
which requires delivery charges for consumers who buy from their online platform.
At the additional side, Amazon helps other retailers to position and sell their goods through
their website and can boost or decrease consumer share from their affiliate retailers through
the inconsistent product price. This is also important that the organization verifies
consistency before publishing the goods of its partner shops.
In summary, Amazon's marketing mix is that productivity of new items in the e-commerce
bundle and represents the efforts of the organization to continually broaden its product
portfolio in instruction to gain new and current marketplace shares. However, Amazon will
take into consideration the price of items offered through Amazon's partner vendors.
Amazon’s Place
Awareness of all delivery networks, reach, sizes, sites, production, transport and logistics
(Mars Library, 2014).