Amazon is considered as the largest company in the cloud computing sector and also the company was established in 1994. The company was established by Jeff Bezos and headquarter of the company is in Washington (Amazon, 2018).It has been examined that company enhanced the activities in various parts of the world. In this paper the discussion will be made the various marketing strategies which are considered by the company. In the next phase of the report the discussion will be made on the two factors which include the marketing strategies from the year it was established and also the strategic marketing operations that help to grow in the Australian market. Also the emphasis will be given on the marketing activities which aim to ensure the overall activities of the company. The paper also emphasizes o the overall analysis related to the company by considering various theories and frameworks.
Amazon is one of the biggest companies with the large market share. Headquarter of the company is in Settle, Washington. The founder of the company is Jeff Bezos. It has been investigated that company is the fourth biggest company on the global platform after Microsoft, apple and Alphabet. In 2017, the company decided to enter into the retail sector in Australia. The main aim of the company is to launch the products on the global platform. It company also achieved the large market share on the global platform. The office of the company is in Melbourne. The company also offers various discounts to the customers so that it can be simple to maintain the large customer base in the competitive market. The manager of the company would be Mr. Rocco Braeuniger who was linked previously with Amazon Germany (Amazon, 2018).
Amazon Australia is providing various types of products in every sector which is offered the company. It has been seen that company is offering computers, electronic gadgets, books, games and stationery products. The aim of the company is to launch the new products in the market so that it can be easy to have hold on the market. It can also help to attain large customer’s base which will directly affect the growth of the company. One of the strategies of the company is related with the Amazon marketplace in which it gives permission to the third party retailers to shortlist the products with the help of the Amazon website and also the price are set by themselves. To maintain its image in the market the company takes into consideration various strategies so that it can be easy to attain goals and objectives (Voigt, Buliga and Michl,2017).
The first strategy is related with offering product at low price. Amazon Australia offers products and services at low price if comparison is made with the competitor in the same sector. The products which are offered by the company are of good quality which enhances the satisfaction level of the customers. Less price products attracts more customers towards the products (Cusumano, 2017). So, the company should focus on giving products at low price so that large market share can be grabbed.
The next strategy is related with shipping. The company focuses on providing the products by not taking any cost of delivery. The delivery is done for free and also the products are delivered to the customers in less time which helps to maintain good image in the mind of the customers. Shipping cost should not be taken from the customers so that it can be easy to maintain the image in the market (Becerril-Arreola, Leng and Parlar, 2013).
Glocal is also considered as the strategy which is considered by the company. This strategy assist in focusing on the customer behavior and also it helps to analyze the requirement of the customers. This is one of the best strategies that help the company to expand its share in the competitive market (Luthans and Doh, 2018).
Promotional strategy is also the strategy on which the company emphasizes as it can help to maintain the image in the market. Through this company offers various discounts and offers which attract customers towards the products and services. In the present era, to compete in the market the company is offering various discounts through which the sales of the company enhances and also it can be simple to accomplish goals and objectives for the company. The aim of the promotional strategy is to introduce the products in the market so that it can be simple to achieve high level of satisfaction of the customers (Grant, 2016).
By focusing on the overall analysis it has been seen that Amazon Australia is focusing on being the sixth biggest player in the retailing sector. There are many competitors of the company in the market like Coles and Woolworths. It is important for the company to maintain goodwill in the market so to achieve success the company should focus on considering various marketing options so that the large market share can be attained in the competitive market. There are various marketing options related to Amazon Australia.
The first is related with introduction of the video product review. It has been examined that if Video product review feature is adopted by Amazon Australia, then it can help the customers to enhance the shopping experience. This feature will help the customers to review the product and through this they can easily get the detailed information about the product. This is considered as the best feature that will help the customer to review the product and also help the customers to purchase the products of the company. This would assist the future buyers to be aware and also through this it can be easy to have a proper look on the products offered by the company (Xu, Chen and Santhanam, 2015).
The customers will also have the chance to see that product quality is high or low. This feature will give a detailed insight of the product to the customers and through this it can be easy to purchase the product easily. This can help the company to enhance the entire demand of the products which are available on the site (Madsen and Walker, 2015).
The next is related with better advertisement that can help to target the group of customers. Amazon Australia should focus on bring improvisation in the advertisement targeting strategies so that it can be easy to capture the large market share of Australia. It has been seen that Amazon Australia should consider the use of Facebook and Google so that targeting approach can be considered and also it will help to enhance the sponsorship of the products in the market. Also Amazon Australia should emphasize on considering the latest technologies like Geotargeting, Day parting and also mobile bid differentiation so that it can be easy to target the potential customers. By taking into consideration these features Amazon Australia can easily target the group of the customers and also through this it can be easy to maximize the profitability (White et al., 2014).
One of the best strategies is also related with email marketing in which the promotions can be done easily. Amazon Australia should consider this strategy so that information can be given to the customers easily. It has also been analyzed that the ratio related with using the internet in the Australian market is high so that they can easily get the information about the products and services in the market. It can also be simple or the company to enhance their customer’s base which will directly impact the overall image of the company. By offering various discounts it can be seen that company can attract customers towards the products and services. Customers purchase those products that are offered in fewer prices (Rothaermel, 2015). So, the company should focus on giving products at low price so that growth can be attained.
Launching of the new product in the market is also considered as the best strategy that should be considered by the company. To achieve success Amazon Australia should focus on innovating new electronic devices for the customers so that it can be easy to enhance their overall satisfaction level of the customers. The products of the company like Amazon Kindle and also Kindle fire tablets are the popular sources in the eyes of the customers. It is important for the company to focus on innovation strategy so that it can be easy to grab the large market share in the Australian market. According to the need of the customers it is important for the company to launch the new products in the market so that the demand for the specific products can be enhanced (Newcombe et al., 2015).
The next strategy is related with search optimization in which the focus is given on the search engine overall results. It has been seen that there are various factors which can help to achieve success like customer experience. Also the rate of conversion and time on page so it is necessary to emphasizes on the overall process of feedback and customer experience. It is also important to develop a proper strategy related to feedback so that right customers can be selected and also it helps to emphasize on the overall reviews of the company. It is the best way to attract the customers towards the products. In this when the customers search for any products then they should first get the link of the company so that they can easily purchase the products and also it will affect the sales of the company (Narula and Jain, 2015).
Same day delivery is also considered as the effective strategy that can help Amazon Australia to achieve growth in the market. In this it is important for the company to ensure that the order given by the customers by be delivered within the two business days so that it can be easy to for the customer to rely on the services and also it give positive impact on the entire activities of the company. This approach is considered as an effective strategic approach that can help the company to attain competitive advantage (Ritala, Golnam and Wegmann, 2014). There are also various modifications that should be considered by the company so that the competition which is prevailing in the market can be minimized. There are various competitors in the market like Coles and Woolworths. Amazon Australia should focus on ensuring the same time delivery to the customers so that the issue related with cancellation of the orders can be reduced. If the products are delivered on time to the customers then customers don’t have the choice to cancel the orders, so it is directly considered as the advantage for the company. This will also help to enhance the variety of the products that are considered by Amazon Australia.
Conclusion
By analyzing the overall factors it has been concluded that Amazon Australia should consider the strategies so that the objective to attain large market share can be fulfilled. Also through this the company can easily penetrate in the market and can maintain the strong hold on the overall market share. If these strategies are implemented in a proper manner then it can be helpful for the company to manage the entire activities on the global platform. These marketing strategies will also help to give tough competition to the competitors prevailing in the market. To be successful in the market it is necessary for the company to focus on the strategies like search engine , fast delivery and introducing new products as these strategies will help to accomplish overall goals and objectives in the competitive market.
On the best strategy is promotional strategy that should be taken into consideration by the company so that customers can be aware about the services and products in the market. These strategies can help to accomplish the goals and enhance the demand of the products which are offered by the company.
References
Amazon. 2018. Amazon in Australia [online]. Available at: https://blog.aboutamazon.com.au/amazon-in-australia. [Accessed 20 Sep. 2018].
Becerril-Arreola, R., Leng, M. and Parlar, M., 2013. Online retailers’ promotional pricing, free-shipping threshold, and inventory decisions: A simulation-based analysis. European journal of operational research, 230(2), pp.272-283.
Cusumano, M.A., 2017. Amazon and whole foods: follow the strategy (and the money). Communications of the ACM, 60(10), pp.24-26.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Luthans, F. and Doh, J.P., 2018. International management: Culture, strategy, and behavior. McGraw-Hill.
Madsen, T.L. and Walker, G., 2015. Modern competitive strategy. McGraw Hill.
Narula, S. and Jain, A., 2015, February. Cloud computing security: Amazon web service. In Advanced Computing & Communication Technologies (ACCT), 2015 Fifth International Conference on (pp. 501-505). IEEE.
Newcombe, C., Rath, T., Zhang, F., Munteanu, B., Brooker, M. and Deardeuff, M., 2015. How Amazon web services uses formal methods. Communications of the ACM, 58(4), pp.66-73.
Ritala, P., Golnam, A. and Wegmann, A., 2014. Coopetition-based business models: The case of Amazon. com. Industrial Marketing Management, 43(2), pp.236-249.
Ritala, P., Golnam, A. and Wegmann, A., 2014. Coopetition-based business models: The case of Amazon. com. Industrial Marketing Management, 43(2), pp.236-249.
Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.
Voigt, K.I., Buliga, O. and Michl, K., 2017. Creating the Global Shopping Mall: The Case of Amazon. In Business Model Pioneers (pp. 67-77). Springer, Cham.
White, I., Caro-Bruce, T., Fazal, R. and Walker, N., Urban Mapping LLC, 2014. Generating geographical keywords for geotargeting search engine-offered advertisements. U.S. Patent 8,825,683.
Xu, P., Chen, L. and Santhanam, R., 2015. Will video be the next generation of e-commerce product reviews? Presentation format and the role of product type. Decision Support Systems, 73, pp.85-96.
Amazon is considered as the largest company in the cloud computing sector and also the company was established in 1994. The company was established by Jeff Bezos and headquarter of the company is in Washington (Amazon, 2018).It has been examined that company enhanced the activities in various parts of the world. In this paper the discussion will be made the various marketing strategies which are considered by the company. In the next phase of the report the discussion will be made on the two factors which include the marketing strategies from the year it was established and also the strategic marketing operations that help to grow in the Australian market. Also the emphasis will be given on the marketing activities which aim to ensure the overall activities of the company. The paper also emphasizes o the overall analysis related to the company by considering various theories and frameworks.
Amazon is one of the biggest companies with the large market share. Headquarter of the company is in Settle, Washington. The founder of the company is Jeff Bezos. It has been investigated that company is the fourth biggest company on the global platform after Microsoft, apple and Alphabet. In 2017, the company decided to enter into the retail sector in Australia. The main aim of the company is to launch the products on the global platform. It company also achieved the large market share on the global platform. The office of the company is in Melbourne. The company also offers various discounts to the customers so that it can be simple to maintain the large customer base in the competitive market. The manager of the company would be Mr. Rocco Braeuniger who was linked previously with Amazon Germany (Amazon, 2018).
Amazon Australia is providing various types of products in every sector which is offered the company. It has been seen that company is offering computers, electronic gadgets, books, games and stationery products. The aim of the company is to launch the new products in the market so that it can be easy to have hold on the market. It can also help to attain large customer’s base which will directly affect the growth of the company. One of the strategies of the company is related with the Amazon marketplace in which it gives permission to the third party retailers to shortlist the products with the help of the Amazon website and also the price are set by themselves. To maintain its image in the market the company takes into consideration various strategies so that it can be easy to attain goals and objectives (Voigt, Buliga and Michl,2017).
The first strategy is related with offering product at low price. Amazon Australia offers products and services at low price if comparison is made with the competitor in the same sector. The products which are offered by the company are of good quality which enhances the satisfaction level of the customers. Less price products attracts more customers towards the products (Cusumano, 2017). So, the company should focus on giving products at low price so that large market share can be grabbed.
The next strategy is related with shipping. The company focuses on providing the products by not taking any cost of delivery. The delivery is done for free and also the products are delivered to the customers in less time which helps to maintain good image in the mind of the customers. Shipping cost should not be taken from the customers so that it can be easy to maintain the image in the market (Becerril-Arreola, Leng and Parlar, 2013).
Glocal is also considered as the strategy which is considered by the company. This strategy assist in focusing on the customer behavior and also it helps to analyze the requirement of the customers. This is one of the best strategies that help the company to expand its share in the competitive market (Luthans and Doh, 2018).
Promotional strategy is also the strategy on which the company emphasizes as it can help to maintain the image in the market. Through this company offers various discounts and offers which attract customers towards the products and services. In the present era, to compete in the market the company is offering various discounts through which the sales of the company enhances and also it can be simple to accomplish goals and objectives for the company. The aim of the promotional strategy is to introduce the products in the market so that it can be simple to achieve high level of satisfaction of the customers (Grant, 2016).
By focusing on the overall analysis it has been seen that Amazon Australia is focusing on being the sixth biggest player in the retailing sector. There are many competitors of the company in the market like Coles and Woolworths. It is important for the company to maintain goodwill in the market so to achieve success the company should focus on considering various marketing options so that the large market share can be attained in the competitive market. There are various marketing options related to Amazon Australia.
The first is related with introduction of the video product review. It has been examined that if Video product review feature is adopted by Amazon Australia, then it can help the customers to enhance the shopping experience. This feature will help the customers to review the product and through this they can easily get the detailed information about the product. This is considered as the best feature that will help the customer to review the product and also help the customers to purchase the products of the company. This would assist the future buyers to be aware and also through this it can be easy to have a proper look on the products offered by the company (Xu, Chen and Santhanam, 2015).
The customers will also have the chance to see that product quality is high or low. This feature will give a detailed insight of the product to the customers and through this it can be easy to purchase the product easily. This can help the company to enhance the entire demand of the products which are available on the site (Madsen and Walker, 2015).
The next is related with better advertisement that can help to target the group of customers. Amazon Australia should focus on bring improvisation in the advertisement targeting strategies so that it can be easy to capture the large market share of Australia. It has been seen that Amazon Australia should consider the use of Facebook and Google so that targeting approach can be considered and also it will help to enhance the sponsorship of the products in the market. Also Amazon Australia should emphasize on considering the latest technologies like Geotargeting, Day parting and also mobile bid differentiation so that it can be easy to target the potential customers. By taking into consideration these features Amazon Australia can easily target the group of the customers and also through this it can be easy to maximize the profitability (White et al., 2014).
One of the best strategies is also related with email marketing in which the promotions can be done easily. Amazon Australia should consider this strategy so that information can be given to the customers easily. It has also been analyzed that the ratio related with using the internet in the Australian market is high so that they can easily get the information about the products and services in the market. It can also be simple or the company to enhance their customer’s base which will directly impact the overall image of the company. By offering various discounts it can be seen that company can attract customers towards the products and services. Customers purchase those products that are offered in fewer prices (Rothaermel, 2015). So, the company should focus on giving products at low price so that growth can be attained.
Launching of the new product in the market is also considered as the best strategy that should be considered by the company. To achieve success Amazon Australia should focus on innovating new electronic devices for the customers so that it can be easy to enhance their overall satisfaction level of the customers. The products of the company like Amazon Kindle and also Kindle fire tablets are the popular sources in the eyes of the customers. It is important for the company to focus on innovation strategy so that it can be easy to grab the large market share in the Australian market. According to the need of the customers it is important for the company to launch the new products in the market so that the demand for the specific products can be enhanced (Newcombe et al., 2015).
The next strategy is related with search optimization in which the focus is given on the search engine overall results. It has been seen that there are various factors which can help to achieve success like customer experience. Also the rate of conversion and time on page so it is necessary to emphasizes on the overall process of feedback and customer experience. It is also important to develop a proper strategy related to feedback so that right customers can be selected and also it helps to emphasize on the overall reviews of the company. It is the best way to attract the customers towards the products. In this when the customers search for any products then they should first get the link of the company so that they can easily purchase the products and also it will affect the sales of the company (Narula and Jain, 2015).
Same day delivery is also considered as the effective strategy that can help Amazon Australia to achieve growth in the market. In this it is important for the company to ensure that the order given by the customers by be delivered within the two business days so that it can be easy to for the customer to rely on the services and also it give positive impact on the entire activities of the company. This approach is considered as an effective strategic approach that can help the company to attain competitive advantage (Ritala, Golnam and Wegmann, 2014). There are also various modifications that should be considered by the company so that the competition which is prevailing in the market can be minimized. There are various competitors in the market like Coles and Woolworths. Amazon Australia should focus on ensuring the same time delivery to the customers so that the issue related with cancellation of the orders can be reduced. If the products are delivered on time to the customers then customers don’t have the choice to cancel the orders, so it is directly considered as the advantage for the company. This will also help to enhance the variety of the products that are considered by Amazon Australia.
Conclusion
By analyzing the overall factors it has been concluded that Amazon Australia should consider the strategies so that the objective to attain large market share can be fulfilled. Also through this the company can easily penetrate in the market and can maintain the strong hold on the overall market share. If these strategies are implemented in a proper manner then it can be helpful for the company to manage the entire activities on the global platform. These marketing strategies will also help to give tough competition to the competitors prevailing in the market. To be successful in the market it is necessary for the company to focus on the strategies like search engine , fast delivery and introducing new products as these strategies will help to accomplish overall goals and objectives in the competitive market.
On the best strategy is promotional strategy that should be taken into consideration by the company so that customers can be aware about the services and products in the market. These strategies can help to accomplish the goals and enhance the demand of the products which are offered by the company.
References
Amazon. 2018. Amazon in Australia [online]. Available at: https://blog.aboutamazon.com.au/amazon-in-australia. [Accessed 20 Sep. 2018].
Becerril-Arreola, R., Leng, M. and Parlar, M., 2013. Online retailers’ promotional pricing, free-shipping threshold, and inventory decisions: A simulation-based analysis. European journal of operational research, 230(2), pp.272-283.
Cusumano, M.A., 2017. Amazon and whole foods: follow the strategy (and the money). Communications of the ACM, 60(10), pp.24-26.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Luthans, F. and Doh, J.P., 2018. International management: Culture, strategy, and behavior. McGraw-Hill.
Madsen, T.L. and Walker, G., 2015. Modern competitive strategy. McGraw Hill.
Narula, S. and Jain, A., 2015, February. Cloud computing security: Amazon web service. In Advanced Computing & Communication Technologies (ACCT), 2015 Fifth International Conference on (pp. 501-505). IEEE.
Newcombe, C., Rath, T., Zhang, F., Munteanu, B., Brooker, M. and Deardeuff, M., 2015. How Amazon web services uses formal methods. Communications of the ACM, 58(4), pp.66-73.
Ritala, P., Golnam, A. and Wegmann, A., 2014. Coopetition-based business models: The case of Amazon. com. Industrial Marketing Management, 43(2), pp.236-249.
Ritala, P., Golnam, A. and Wegmann, A., 2014. Coopetition-based business models: The case of Amazon. com. Industrial Marketing Management, 43(2), pp.236-249.
Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.
Voigt, K.I., Buliga, O. and Michl, K., 2017. Creating the Global Shopping Mall: The Case of Amazon. In Business Model Pioneers (pp. 67-77). Springer, Cham.
White, I., Caro-Bruce, T., Fazal, R. and Walker, N., Urban Mapping LLC, 2014. Generating geographical keywords for geotargeting search engine-offered advertisements. U.S. Patent 8,825,683.
Xu, P., Chen, L. and Santhanam, R., 2015. Will video be the next generation of e-commerce product reviews? Presentation format and the role of product type. Decision Support Systems, 73, pp.85-96.
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