Amazon Australia was established in 2013 and the best strategy considered by the company is related with Glocal. By considering the marketing concept it has been analyzed that the organization is able to achieve success and growth in the market. The organization is one of the largest US online retailers and it was originated in 1994. The company offers many products in the competitive market like accessories, food products and clothes. It has been examined that overall activities of the company are managed by its own website and also on the digital platform it is one of the biggest company on the global platform. It is one of the e- commerce companies and the owner of the company is Jeff Bezos who started it as a bookstore. In the recent scenario, it can be seen that it is on the fourth position and is publicly traded company on the global platform behind Apple, Alphabet and Microsoft. Amazon Australia operates overall activities through its website and they emphasize on enhancing the overall satisfaction level of the customers in the competitive market. Amazon has established 24,000 square center offices in Melbourne’s Dandenong South. Head office of the company is situated in Sydney and is managed by Rocco Braeuniger who plays a great role of the country manager and was the director of the consumables at Amazon Germany (Amazon.com.au, 2018). The company launched a statement which simply means that: Hundreds of thousands of products”. The company also sells their own brand with the name of Amazon Kindle. This product will be one of the best examples if Amazon Company is taken into consideration.
Without considering effective marketing strategy, it is not possible for the organization to achieve growth in the market. Strategies are important aspect that should be taken so that profits can be achieved. To promote the product like Amazon Kindle it has been seen that company adopted various marketing methods that can assist to boost market share highly competitive market (Voigt, Buliga and Michl, 2017).
Company focused on various marketing strategy related to offering a wide range of the products in the market. It has been seen that company offers products in every category which helps in boosting the overall confidence level of the employees in the competitive market. Also the use of the customer friendly interface is taken into consideration which helps to focus on the brand image in front of customers. Also organization focused on marketing of the products by maintaining proper communication channel with the customers so that it can be simple to maintain relations for the long time. The medium of communication with the customers is through chats on the sites or by taking feedback from the customers in relation to the overall activities. It is necessary to emphasize on maintaining the relations as it can be easy to manage the overall satisfaction level (Kantor and Streitfeld, 2015).
Social media is the marketing strategies which are considered by organization as it can be simple to maintain large customer base in the market. Through social media the customers can easily get to know about the accurate information in relation to the overall functions of the company (Wensley, 2016). Social media is a medium through which it can be easy for the company to interact with the customers. The company has opened social media pages through which it can be easy for the customers to interact and give feedback in relation to the overall products and services of the company. So, this is one of the best and effective marketing strategies which are considered by the organization as it is simple to manage the large customer base in the market (Kim, Shin and Min, 2016).
Also, promotional strategy is considered in which the company emphasizes on focus on offering discounts and offers. Also there are monthly sales which are organized by the company as it can help in attracting the customers towards products and services. The products are given in fewer prices which attracts the attention of the customers towards the company in the competitive market (Nagle and Müller, 2017).
So, these are the methods that are taken into consideration by the organization as it can be easy to boost the overall market share in the competitive market. This has also maintained the overall brand image in the highly competitive market.
The vision statement of company is related with “to be one of the customer centric companies”. It is place that helps to enhance the activities where the people can search and discover anything through which they are able to purchase the products on the online platform. It has been seen that company is one of the companies who emphasizes on maximizing the overall consumer satisfaction so that growth can be attained in the market.
(Source: Marketing charts, 2014).
In this the company is in the top 15 retailers who focus on maximizing the overall satisfaction level of the customers in the competitive market. Also due to this the company is able to achieve large market share as customers are considered as the asset of the company in the competitive market. So, if the customers are satisfied in the workplace then it can be easy to maximize the profits in the competitive market.
(Source: Statista, 2014).
According to the picture it has been seen that the overall growth of the company has been enhanced. From 2004 to 2017 the company achieved success and enhanced the overall revenue by 177.87%. So, the marketing strategies considered by the company are effective and also useful in maintaining the overall market share in the competitive market.
It is high as there are many companies who are offering variety of products in the market. The competition level is high as it diverts the customers. Amazon kindle is also one of the best examples that are offered by the company as it helped the company to boost image in the market.
Amazon has many suppliers just because of diversity of its operations and Amazon focuses on wide bargaining power to maintain the overall majority of the suppliers. For example : Authors and independent publishers in relation to the Kindle direct publishing are contracted by considering 70 percent of the overall royalty choice (Rollins and Calabrese, 2016).
It can be seen that the threat of new entrants is low. To enter into this industry, huge capital investment is needed and without the capital it will not be possible for the company to enhance the profits. Also, it is important for the existing firms like Amazon to consider innovation approach so that it can be easy to boost the sales of the company in the market (West, Ford and Ibrahim, 2015).
It is also high as there are many companies who are offering similar products in the market. By offering similar products the customers can easily substitute the product of the company with the competitors prevailing in the market. Like customer can switch from Amazon to flip kart.
It can be seen that it is high as there are many competitors present in the market like Flip kart and EBay are the competitors present in the market. So, it is important for the company to emphasize on differentiation so that customer can prefer the product of Amazon more as compared to the competitors (Rothaermel, 2015).
So, it can be recommended that company should focus on considering the innovative approach so that it can be easy to increase growth. If unique products are offered by the company then it is easy to attract the consumers. It is necessary for the organization company to emphasize on introducing their brand more as it can be differentiated from the competitors and also it will help to boost the sales of the company in the market. It is important for Amazon to focus on improving the distribution channel as it helps in enhancing the satisfaction level of the customers and it can be stated that if customer satisfaction is high then growth can be attained by the company in the competitive market. Flip Kart and EBay are the competitors of the company and the competition level can be minimized if proper strategic options are considered by the company in the market.
References
Amazon.com.au., 2018. Amazon.com.au: Shop online for Electronics, Apparel, Toys, Books, DVDs & more. [online] Available at: https://www.amazon.com.au/ [Accessed 15 December 2018].
D. Banker, R., Mashruwala, R. and Tripathy, A., 2014. Does a differentiation strategy lead to more sustainable financial performance than a cost leadership strategy?. Management Decision, 52(5), pp.872-896.
Kantor, J. and Streitfeld, D., 2015. Inside Amazon: Wrestling big ideas in a bruising workplace. New York Times, 15(6), pp.74-80.
Kim, N., Shin, S. and Min, S., 2016. Strategic marketing capability: Mobilizing technological resources for new product advantage. Journal of Business Research, 69(12), pp.5644-5652.
Marketing charts.2014. Holiday Retail Customer Experience: Amazon Sets the Standard Again. [Online]. Available from https://www.marketingcharts.com/industries/retail-and-e-commerce-38997.[Retrieved from 15 December 2018].
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more profitably. Routledge..
Rollins, T. and Calabrese, A., 2016. Amazon. com. In Global Media Giants (pp. 427-441). Routledge.
Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.
Statista.2014. Net sales revenue of Amazon from 2004 to 2017 (in billion U.S. dollars). [Online]. Available from https://www.statista.com/statistics/266282/annual-net-revenue-of-amazoncom/.[Retrieved from 15 December 2018].
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.
Wensley, R., 2016. The basics of marketing strategy. In The marketing book (pp. 75-107). Routledge.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage. Oxford University Press, USA.
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