Amazon Case Study. "The Best Marketing Strategies Aren’t Top Down, They’re Outside In"

Étude de cas , 2017 , 20 Pages , Note: 78

Gestion d'entreprise - marketing en ligne et marketing hors ligne

This work uses Amazon as a case study organisation to criticize the statement: "The best marketing strategies aren’t top down, they’re outside in, starting with the customers’ needs and wants."

It makes use of different academic literatures to evaluate how the customer voice drives strategic marketing decisions in this organisation. In its history, the company’s success has been grounded on its effective strategic planning which is purely customer-oriented. The analysis of the company marketing strategy has shown that Amazon enjoys the advantages of the web technology, which the company is hyper dependent on. However, due to putting customer first, the company has also opened some physical outlets in different locations where Amazon applies a 4Ps Marketing strategy besides segmentation and positioning. Although the company has developed its strengths and positioned itself as a global giant, it was advised to focus on four core elements of marketing mix, since all other companies are striving to become customer-oriented and different offline companies are coming online, which gradually increases the competition.

Contents

I. INTRODUCTION

II. STRATEGIC PLANNING
2.1. Strategic marketing Plan
2.2 Amazon’s mission and vision
2.3 Strategies and tactics
2.4 Action and Control

III. AMAZON’S MARKETING STRATEGIC ANALYSIS
3.1. Amazon’s Internal Marketing Strategy
3.2. Amazon’s 4Ps Marketing Mix Strategy
3.3. Amazon’s Segmentation Strategy
3.4 Targeting Strategy
3.5 Positioning
3.6 Strategic gaps analysis
3.7 Recommendations and scenario forecast

IV. CONCLUSION AND RECOMMENDATIONS

ACKNOWLEDGEMENT

APPENDIX: AMAZON STRATEGIC SWOT ANALYSIS

References

• Université: University of South Wales (Business School)
• Cours: Strategic Marketing
• Note: 78
• Auteur: Dr. Sixbert Sangwa (Auteur)
• Année de publication: 2017
• Pages: 20
• N° de catalogue: V1015033
• ISBN (ebook): 9783346411280
• ISBN (Livre): 9783346411297
• Langue: anglais
• mots-clé: Customer Centric Marketing, Strategic Marketing, Customer Acquisition and Retention, Marketing Strategies, Positioning and Segmentation Strategies, Online Marketing, Marketing Mix Strategy.