Marketing Strategy For Creative And Cultural Industries

Company Background

Discuss about the Marketing Strategy For Creative And Cultural Industries.

Marketing in the simplest terms refers to the activity of the company involved in buying and selling of goods/products and services to the customers.  It encompasses functions such as promotions, delivery of the goods, advertising, selling, by and large it is how the company communicates with its target audience to increase the brand awareness as well the sale of its goods. The growth in digital channels of promotions has given an impetus to the organization’s marketing goals and helps in having 2 way communications between the consumers and company.

The aim of the report here is to reflect on the evolution of the marketing concept and outline the elements of the marketing process. Understanding of the PESTLE framework will further help in delving deep into the marketing ecosystem. Situational analysis will focus on SWOT, consumer, competitor analysis. Towards the end the report will focus on target market, positioning, marketing mix of the organization.

Amazon was founded in the year 1994 by Jeff Bezos at the back of his garage, the company which was started initially as an online book seller, at present boasts of millions of products in its inventory. The company’s product offering includes Consumer electronics, consumer durables, home décor, lifestyle products, home appliances and many more. Jeff Bezos wants to create a company which can satiate the needs of all the customers by providing them the exhaustive lists of products to choose from. The success mantra of Amazon success is its innovative marketing strategy which is in sync with its customer-centric policy. The company which is located in more than 16 countries ships its products across 188 countries, it takes sustained efforts from the marketing team to spread a good awareness about the company and push its products to the consumers (Chaffey & Ellis-Chadwick, 2016).

Amazon uses a combination of both traditional and web 2.0 technologies to give an impetus to its marketing efforts. Amazon has been effectively using TV, Print, Social media, Digital media, Billboard and Hoardings to spread a word about the company and its products.

Situational analysis refers to a collection of methods to analyse the internal and external environment of the company in order to assess the organizational strategic capabilities, customers and business environment.

PESTLE analysis is a macro environmental analysis which helps in assessing the business of the organization in terms of Political, environmental, social, technological, legal and economic factors.

Situational Analysis

Amazon is a global organization; hence there is certain implication over the company owing to its political forces. Political stability of the country is an opportunity for the organization, in the similar manner, instability of political is a threat to the organization. Countries like US, UK, Japan, Germany, India and Moscow are great for the business of Amazon (Bhasin, 2017).

The factors which impact Amazon with respect to the economic factors are the purchasing power parity, economic stability, trade relations and the inflation in the economy. Developed and emerging markets are source of opportunity for the organization (Williams & Posner, 2015).

Internet penetration is a strong contributing factor in the success of the organization, more so as consumers are able to shop for product by just a click. Increasing wealth of the customers coupled with increasing consumerism is a growth opportunity for Amazon. All the more people are getting used to the concept of e-commerce, which further creates an opportunity for Amazon (Strauss & Frost, 2016).

Advancement in technology is one of the strong reasons for the growth of the company. Growth in digital channels and new avenues of social media marketing makes it easier for the product to reach the consumers. Increasing concerns of data theft is a security concern for the organization; Amazon thus has to work towards ensuring the safety of the data of its consumers (Kotler, 2015).

Amazon has to ensure that it complies with the legal formation of the nation before entering it, it has to make sure that it does not break and legislation rules imposed by the country. For example increasing product regulation is good for Amazon as it would reduce the counterfeiting activities of the cheating sellers (Schmidt, Spann & Zeithammer, 2014).

Every nation is moving towards the goal of ensuring and bringing environmental sustainability in the ecosystem, Amazon has very less contribution in this dimension. The company has to roll up its sleeves and push up its CSR activity in the direction of environmental sustainability (Smith, Rupp & Offodile, 2017).

Thus, the analysis of PESTLE framework helps in understanding that Amazon is in a comfortable situation and just has to follow the rules and regulation of the countries in which it operating, and in no time the company would attain its vision of business sustainability.

E-commerce is growing at a rapid pace, every day a new company is seen entering the e-commerce space in order to make a mark and gain a slice of the marketing pie. Major competitors of Amazon are Walmart, E-Bay and Alibaba; the section will focus on the analysis of different competitors which gives Amazon sustained key advantage

Particulars	Alibaba	E-Bay	Walmart
Countries of operation	The largest market is China, limited to negligible presence in US	Present mostly across US, recently shut down its Asian business	The biggest rival of Amazon has a presence in mostly all the parts of world, although a limited online presence. It recently brought Flipkart to dominate the growing India market
Business strategy	Gives boast to the local manufacturers	Initially started off as the auction store has now moved onto the marketplace model	Works on the inventory model in most of the countries  owing to its large retail presence
Revenue	US $ 39.98 Billion	US $ .95 Billion	US $ 50.34 Billion
Product Offering	Has an exhaustive product offering	Limited range of product offering, the business is declining due to increasing threat from Amazon, Alibaba and Walmart	Leverages its retail presence to its product offering. It has the largest product offering out of all the companies.
Offline presence	None	None	Yes
Growth Strategy	Focussed in China market, charges less commission to the sellers and passes on the benefits to the consumers	Focussed in only US market, and targets the left over consumers of Walmart and Amazon.	Walmart believes in leveraging its economies and economies of scope to create a position of sustainable advantage in the e-commerce space.

PESTLE Analysis

(Source: Baker & Saren, 2016)

There are over 7 billion people in the world and internet has a penetration of over 50%, which makes it over 3.773 billion people as the active Internet users. Smartphone penetration in the world stands at 66%, which implies over 4.917 billion people in the world. The rationale for the above mentioned analysis is to show the large penetration of e-commerce owing (Fukawa & Swayne, 2016).

Demographics- Buyers at Amazon are both Male and female population over the age of 16 years. The consumers are both urban and rural and Amazon has products catering to lower, middle and the upper class segment of the population.

Geographical- Amazon has presence in over 16 countries and ships products in more than 188 countries. Thus, it can be said that company has a global presence.

Behavioural- Amazon customers are mostly loyal and switchers, due to high availability of option the company experience high fluctuation in its buyers. People are mostly occupied, students, working professionals, retired and family audience.

Physiographic- The customers of Amazon are mostly millennial who are achiever, explorer, reformist, savvy and have high aspirations.

Thus, it can be said that major consumers of Amazon product are millennial who fall in to the age range of 18-35 years. These consumers look for quality product with fast delivery at reasonable price. Amazon ensures that its offers lighting fast delivery of its product at a reasonable price. Amazon through its Prime model assures guaranteed delivery of products to customers in less than 48 hours. Amazon is working on improving its delivery services and ensuring the quality of products to serve the customers in an excellent manner.

SWOT analysis of Amazon helps in understanding the strength and weakness of the organization which is internal to the organization, and helps in leveraging the opportunity and stay away from threats posed due to the micro environmental forces.

• Globally present strong brand image of the organization.
• Experience of over a decade in the industry.
• Fast home delivery and quality of products.
• The product offering of the company is extremely exhaustive.
• Strong relationships with the sellers.
• Leverage of technology to add innovation in its business practices.
• Plethora of home grown products such as Alexa, Fire TV stick.
• Strong presence in US, UK, Europe, Mexico, Japan and India.
• Works on minimum profits and passes down the cost benefit to the consumers.

• Strong flak due to its organizational culture.
• Works on lower operating margin.
• Some of the products lines have been dead and not showing any signs of growth.
• Failure of Fire TV stick.

• Projection of the e-commerce industry is far than overwhelming.
• Growth in the online consumers.
• Growth of other consumer segments.
• Opening up of retail stores to provide better experience to the consumers.
• Tie ups with major player and acquisition and merger strategy.
• Growth of the emerging economies.

• Online security theft.
• Strong competition from local manufacturers and retailers.
• Growth of Walmart and expansion in the e-commerce sector.
• Threat from FDI and other legal regulation
• Threat due to increasing concerns of the environment.

Targeting Strategy- Amazon targeting strategy is through the usage of consumer profiling on social media. Moreover the company targets consumers through affiliate marketing and makes customers click on the product link. The profile of the target market comprises both of urban and rural customers (Kolb, 2016).

Positioning Strategy- Amazon is positioned as the low cost, quality product supplier with fast delivery. An extension of Amazon’s positioning strategy is its customer centric policies which make it one of the largest customer focussed company on the planet earth. Thus it can be said that Amazon is positioned as the reliable quality products provider with great appreciation for fast deliveries and highest quality of its products (Madsen & Walker, 2015).

Political

Amazon branding strategy is focussed on the pillars of:

• Customer centricity-Jeff Bezos has a vision for the company, to be the most customer centric company in the world. The company brands its product and the company itself by revolving
• Wide range of offering- Amazon has millions of products listed on its website, there is no doubt that Amazon has the largest product offering in comparison to all its competitors.
• Sustained innovation- Amazon is an extremely innovative company, it believes in consistent innovation to push the envelope of its services and business practices to provide better experience to the customers.
• Faster deliveries-Through the usage of Amazon prime it ensures faster delivery of its products, which become the focus of its branding strategy.
• Fulfilment centres-In order to give an impetus to its faster delivery, the company is opening up plethora of Fulfilment centres to ensure the timely delivery of its product. Company is spending billions of dollars for the same (Rothermel, 2016).

Product Strategy

 Amazon product strategy is to offer anything to everything a consumer might look to buy from the portal. Amazon has millions of products on its platform.

Three levels of Products- Core product offering of Amazon is its consumer durable, consumer electronics, home care products and lifestyle products. Augmented product categories include Alexa and its Fire TV stick.

Identification of Product Mix- Amazon has high depth and a good width in its product offering. The company provides almost all the product in a product line of the product and the width encompasses all the products.

Amazon pricing strategy is low cost leadership. The company here uses penetration pricing strategy to make it products accessible to a large segment of the population. Amazon ensures that its prices are lowest in the market in comparison to its competitors. It is due to this cost leadership Amazon has created a strong global presence in the e-commerce category (Ritala, Golnam & Wegmann, 2014).

Amazon sells its goods through its web platform; the company ensures a good traffic on its website by its excellent promotional strategies. The company has recently opened up one of its kind Amazon go store, which is a high tech store and does not need the check in and check out process. Amazon has a large number of sellers on the platform to which the company charges a low commission and passes the benefits to its consumers (Balle et. al., 2017).

Advertising- Amazon is a market leader when it comes to create interactive and engaging marketing campaigns o social media, print and TV. The company uses innovative ways to ensure better engagement on its post creating a good conversion. The company believes in generating a good Return on Investment on its advertising strategies. The company’s advertising is a highly dependent on its target market, and the content is in sync with the taste and preference of its target audience.

Personal Selling & Direct marketing-Amazon does not go forward with the approach of personnel selling owing to its business model. The company though is partnering with major corporate house to build its gifting platform in the coming few years.

Sales Promotion-Advertising, event, huge scale sponsorship, billboard, digital marketing and discount coupons falls into the category of Amazon sales promotion strategy. Doing this Amazon is able to get a strong traffic on its website and its customer indulges into impulse and careful buying.

Economical

Public Relations- Amazon has a clean reputation in the market, barring a few incidents of tax evasion and other environmental issues. The company on a regular basis shares through events communicates its future business strategy and how will it help in the development of the global economy. Strong PR has helped Amazon in driving a good brand image.

Digital marketing- Also called as affiliate marketing and Amazon through Google search engine platform ties up with plethora of networks to display its advertisement on their webpage. The webpage is chosen according to the profiling of its customer audience which is a reflection of its programmatic buying.

CPM-Cost Per Impressions – This is one of the most useful metric used by Amazon. It is measured by number of times the ad is shown to the consumer on the digital and social media platforms.

CPC-Cost per click, it is another useful digital media metric which helps in finding the actual cost incurred by Amazon in its marketing effort to get a click from the consumers (Zhu & Furr, 2016).

Reach- This is the metric which helps in finding the reach of the advertising campaign, it demonstrates to how many people the advertisement or the marketing campaign have been reached.

Conclusion

Marketing has evolved over the last decade; the use and growth of immersive media have made it easier for the marketers to achieve a deeper penetration of its marketing campaign as well to achieve a good return on the Investment. Amazon which is the e-commerce behemoth uses both the web 2.0 technology and traditional advertising to increase the brand awareness and push the sales of its products. Amazon uses PESTLE framework to assess its macro environment and uses competitive landscape to understand the strategies and focus of its competitors. The company no doubt plays its cards really well when it comes to assessing its market and creating marketing strategies.

References

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