One of the fundamental determinants in the international market is the increasing access of the rising markets with high level of competitiveness(Naamanzhou 2018). These determinants stimulate the organizations for seeking highly effective ways for the conquer of the market place in the global level and furthermore initiate development of the internal market base. In case of the business enterprises that are willing to engage effectively in the market, it is highly expedient for the firms to effectively organize their activities of marketing which furthermore results in the requirement of the marketing strategies(Datta, Ailawadi and van Heerde 2017).The appropriate identification of the marketing strategy is highly important and the importance of it does not end within the organization since it is furthermore essential for the analysis of the identified strategies and effective regulation in a basic constant manner. The control and the planning of the marketing strategy are typically ranked among the most critical platforms in the business sector. In case of attaining of the objectives and the strategies of the marketing in an effective and successful manner, it is important for the companies to establish in a systematic and purposeful way for solving and adjusting the issues for the achievement of the expected outcomes and the targets of the business. The report highlights the marketing strategies of Amazon Australia with proper analysis of the theoretical approaches and the effective ways and measures for the expansion of the organization in a successful manner.
Founded in the year 1994, the e-commerce business enterprise, Amazon stated its business in the digital bookstore a furthermore initiated expansion of its business operations with the introduction of wide product ranges through the platform of multilevel e-commerce(Amazon.com.au 2018). The statistical data of the organization till the year 2016 revealed that more than 367,899 individuals have been employed in the company for full time employment as well as in the category of the part time employment in the international level. Amazon Australia recorded a gross sales figure of 120 billion dollars that have been on increase from the year 2015 by the rate of 27%. This further include the effect of the exchange rates of the foreign currency. In the current scenario, Amazon currently holds a base of 1000 employees on the Australian market and the domain of the business. The first line of business of the organization deals with selling of the goods to the consumer in a direct basis through the basis of the web services(Lovelock and Patterson 2015). The company furthermore owns and executes the operation in the name Amazon Marketplace that enables the traders of the third party to initiate selling of the new and the used products.Amazon , the company holds the successful trademark over 11 of the market places situated across the continent of Asia, North America and Europe. The marketplace of Amazon is not currently operating n Australia but it has been reported that various Australian trade and commerce has been trading there products on a daily basis in the current overseas market places. It has furthermore been revealed that in the year of 2017, after much of the speculation and conjecture, Amazon has announced the news of its expansion of its products that includes a wide range of services and retail products in the home market of Australia. $20 billion have been spend over the digital platforms by the Australian which furthermore signifies over 7% of the spending in the Brick and Mortar shops (Avramova, De Pelsmacker and Dens 2017). According to some of the researchers approximately 80% of the financial resources that are spent on the digital platforms are through the domestic retailers(Amazon.com.au 2018). However proper evaluation of the market place of Australia with the US and the UK and the market of the e-commerce has been widely considered to be undersized in the economy as a whole.
In the recent years, according the statistics, the increasing growth of the market place of Australia has been blooming with small appliances, groceries, homewares and major proportion of the digital e-commerce of the retail industry(Insideretail 2018). The online retailing is expected to expand for growing along the business expansion of the Amazon in the market of Australia.It has been normal that the Amazon Marketplace will at first underscore on general stock, for example, toys and the electrical merchandise andthen will additionally grow its business to look for its imprints in Australian commercial center(Xu, Gao and Hammond 2017). Amazon Australia posed indications in its first public forum that the organization aims towards the expansion of the market domain for the entailing of both the propriety goods also with the ones from the traders of the third party.
According to the marketing analysts, the company, Amazon might be facing some of the major challenges from the players of the dominant market place residing in the business sector of Australia.One of the major playersin the marketplace of Australia is the Bricks and mortar retailers who have an exclusive digital presence and will furthermore initiate shifting of the consumer preferences and perceptions (Mortimer and Grimmer2017).Note that the accomplishment of Amazon as an e-commerce business depends incredibly on the level of buyers’ tendency towards the tendency of the online shopping in Australia.A few Australian purchasers still display the inclination to keep away from online shopping as regardless they relate to create worry about frauds and the fakes in the digital forum, the quality and the reliability of the product purchased and the exchange or the return policies offered by the organizations (Mortimer and Grimmer 2017). According to the researches, the company pays relevant taxes to the jurisdictions and the policies since the business model of the supplying investment regarding the revenue is valid for the ventures of the global business (Naamanzhou 2018). According to the evaluation report by the financial revenue retail summit, there has been proficient regulation by the federal government for the effective regulation of any sort of indications that the company or the organization has been intentionally executing at a very diminishing rate and seek high level of the sales along with the share of the market for the maximize of the status of the market for top global brands(Masters 2018).
As an established brand,Amazonpossesses a distinct understanding regarding the equity of its brand. It has been facilitating the preferences of the consumer of Australia. Besides these, it alsoprovided sustained revenues for the organization(Lovelock and Patterson 2015). The notion of the equity of the brand that has been considered as an essential theoretical approach by the strategies of the market serves as one of the added values that is attributed to the services of the e-commerce business by the customer of the Amazon.
Gill-Simmen et al. (2018) record as one brand value factors. On the other hand the channels of Amazon has assumed a critical job in venturing into the marketplace of Australia. These systems have additionally encouraged a few activities of the brand of Amazon by capably giving extra information sources, excitement and experience is furthermore identified with the organizational trademark (Pash 2018).
Subsequently Amazon fundamentally supplements its items which they offer in the Australian market with extra data and detailed review analysis. Such extensive brand value has upgraded the organization’s awareness levelfor the effective maintenance of some positive and uncommon connection with the consumer base of Australia. Amazon.com.au (2018) has heightened its market estimate inside two months and is relied upon to extend its space to more than 50,000 brokers before the year of 2018. This intense advertising condition has presented some of the basic difficulties for the development of a fruitful item index as items with minute aggressiveness and high net revenues.
According to the current position of Amazon in the Australian market, the organization is expected to significantly disrupt the retail stores and the sectors of Australia by the means of multiple marketing strategies (Adamopoulos and Todri2015).Amazon has been putting forth extensive economic costs for comparative item that powers the Australian retailers to limit their value in the market. Furthermore multiple competitors of the company has been forced by the company for investing in the stores and the services related to the e-commerce for the sustenance of the competitive advantage over Amazon Australia (Shea, Turner and Nerad2018).In 2016 the organization’s net overall revenue has been around 7% in contrast with a portion of the real retailers of Australia who contained gross income edge of 20% or as a rise around 20 to 45%. Amazon has maintained the norms of high confidentiality regarding their aims, their strategies together with the list of the services they are intending to offer in the near future(Pash 2018). However according to the recent and the current reports, the company is aiming towards the relative approach in the market place of Australia and aims towards the purchasing of the small grocery outlets as the distribution sector for the delivery of the grocery foods, mostly named as Amazon Fresh. This new initiative by the company is recognized as the same day delivery of fresh food and the services which is an example of competitive retail services in the country of Australia which includes low density of population together with high rate of wages(Haucap and Heimeshoff 2014). It has furthermore been expected that the company has been projecting towards using the country as the main test market among the few years apart from the renewed emphasis on the production of the fresh foods in the marketplace.
Conclusion
To finish up, it can thus be expressed that promoting marketing strategies executed by Amazon Australia has been one of the practical techniques for the organization which in total made the overall business system. The imperativeness of Amazon’s strategy of the marketing in its general business approaches has been broadly high in view of its control of key promoting relationship with the Australian retailers outside of the support functions that is the conveyance of items to the Marketplace and deals. The entry of Amazon in the Australian Marketplace have been considered as a confident one with respect to the price range that is mostly economic and the quick conveyance services, the company has offered to the Australian purchasers. Apart from all the facts, the general population of Australia has additionally thought about the basic areas of concern which many of the competitive retailers would experience because of the long significance of Amazon in the retail market of Australia.
References
Adamopoulos, P. and Todri, V., 2015, August. The effectiveness of marketing strategies in social media: Evidence from promotional events. In Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (pp. 1641-1650). ACM.
Amazon.com.au 2018. Amazon.com.au: Shop online for Electronics, Apparel, Toys, Books, DVDs & more. [online] Amazon.com.au. Available at: https://www.amazon.com.au/ [Accessed 22 Sep. 2018].
Avramova, Y.R., De Pelsmacker, P. and Dens, N., 2017. Brand placement repetition in a fictional text. International Journal of Advertising, 36(1), pp.38-59.
Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?. Journal of Marketing, 81(3), pp.1-20.
Gill-Simmen, L., MacInnis, D.J., Eisingerich, A.B. and Park, C.W., 2018. Brand-self connections and brand prominence as drivers of employee brand attachment. AMS Review, pp.1-19.
Haucap, J. and Heimeshoff, U., 2014. Google, Facebook, Amazon, eBay: Is the Internet driving competition or market monopolization?. International Economics and Economic Policy, 11(1-2), pp.49-61.
Insideretail, 2018. Amazon to push Australian retailers into ‘segment-specific’ focus. Available from https://www.insideretail.com.au/news/amazon-to-push-australian-retailers-into-segment-specific-focus-201801 Accessed on 22 September 2018.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Masters, K. 2018. Amazon’s Slow Burn In Australia Is Still On Pace To Heat Up. Available from https://www.forbes.com/sites/kirimasters/2018/08/07/amazons-slow-burn-in-australia-is-still-on-pace-to-heat-up/#122cc57d67d0 Accessed on 22 September 2018.
Mortimer, G. and Grimmer, L., 2017. Why retailers want you to ‘click and collect’. The Conversation, (30).
Naamanzhou, 2018. Australian retailers resilient as they face down ‘Amazon effect’. Available from https://www.theguardian.com/technology/2018/feb/14/australian-retailers-resilient-as-they-face-down-amazon-effect Accessed on 22 September 2018.
Pash, C. 2018. A new wave of threats points to another supermarket price war primed to break out in Australia. Available from https://www.businessinsider.com.au/australian-supermarkets-kaufland-threats-ibisworld-analysts-2018-9 Accessed on 22 September 2018.
Shea, K., Turner, S. and Nerad, M., 2018. Globalization and Strategies for the Internationalization of Higher Education: A Comparative Study of Brazil and Australia.
Xu, J., Gao, X. and Hammond, J., 2017. E-tailing in Australia: A preliminary analysis of David Jones. International Technology Management Review, 6(4), p.149.
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