Amazon is the largest e-commerce company in the world. The main areas of operation for the company include e-commerce, cloud computing, artificial intelligence, and digital streaming. Based in Seattle, Washington, Amazon is one of the "big five" tech giants alongside Apple, Facebook, Google, and Microsoft. Amazon is considered one of the most influential economic forces in the world today.
Amazon is a technology company that operates in multiple economic sectors, including e-commerce, digital streaming, cloud computing, and artificial intelligence. However, e-commerce is the largest company segment. Amazon is a general online retailer selling products to its customers from around the world. Commonly, Amazon sells electronics, computers, and smartphone products from different brands. The company also sells household products, furniture, clothing, farm tools, and equipment, among others.
Table of Contents
- Organisation Background
- Type of the Organisation
- Size of the organisation
- Customer Base
- Amazon competitors
- Amazon's stakeholder analysis
- Strategic Marketing Plan to Attain Market Penetration
- Marketing Audit
Objectives and Key Themes
This report aims to analyze the feasibility of Amazon's expansion into the Mauritian market. It assesses the current competitive landscape, identifies key stakeholders and their interests, and proposes a strategic marketing plan using the SOSTAC model to achieve market penetration.
- Amazon's competitive position in the global e-commerce market
- Stakeholder analysis and management for successful market entry
- The suitability of Mauritius as a target market for Amazon
- Application of the SOSTAC marketing model for strategic planning
- Identification of internal and external factors influencing market success
Chapter Summaries
Organisation Background: This section introduces Amazon as the world's largest e-commerce company, outlining its diverse operational areas including e-commerce, cloud computing, artificial intelligence, and digital streaming. It highlights Amazon's position as one of the "big five" tech giants and its significant economic influence globally. The section establishes the context for understanding Amazon's potential expansion into new markets.
Type of the Organisation: This section details Amazon's structure as a technology company operating across multiple sectors, with e-commerce as its primary focus. It describes Amazon's role as a general online retailer offering a vast range of products to a global customer base, emphasizing its product diversity spanning electronics, computers, household goods, and more. This description sets the stage for analyzing Amazon's market adaptability and potential product offerings in Mauritius.
Size of the organisation: This section emphasizes Amazon's immense scale and rapid growth since 2004, showcasing its significant expansion in warehouse, retail store, data center, and office space. The remarkable growth is illustrated using figures, highlighting Amazon's vast physical infrastructure and its capacity for global operations. This section underscores Amazon's resources and capabilities relevant to its market entry strategy.
Customer Base: This section focuses on Amazon's predominantly B2C customer base, differentiating between Amazon Prime and non-Prime members and their respective spending habits. It highlights the substantial global customer base of over 310 million accounts, providing insights into customer segmentation and potential market opportunities in Mauritius, particularly regarding its emerging agricultural economy.
Amazon competitors: This chapter analyzes Amazon's main competitors in the e-commerce industry globally, including Walmart, Alibaba, Rakuten, and Flipkart. It discusses the competitive strategies of these companies and highlights the diverse market segments they occupy. The analysis contrasts Amazon's approach with that of its competitors, indicating potential areas of competitive advantage and disadvantage in Mauritius.
Amazon's stakeholder analysis: This section uses Mendelow's matrix to evaluate Amazon's internal and external stakeholders, including the board, investors, customers, partners, suppliers, employees, and the community. It details the interests and power of each stakeholder group and discusses the importance of managing stakeholder expectations for successful market entry into Mauritius. The section shows the breadth of considerations Amazon must address in its expansion.
Strategic Marketing Plan to Attain Market Penetration: This section introduces the SOSTAC model as a framework for planning Amazon's market entry into Mauritius. It positions the SOSTAC model as a tool for assessing the current situation, identifying strengths and weaknesses, and building competitive advantages. This chapter establishes the analytical framework for the subsequent marketing audit.
Marketing Audit: This section sets the stage for a detailed evaluation of internal and external factors impacting Amazon's expansion goals, acknowledging the strong competition from emerging companies, especially in Africa. The focus shifts to environmental and situational factors in Mauritius that will influence Amazon's success, setting the stage for further analysis and strategic recommendations.
Keywords
Amazon, e-commerce, market penetration, Mauritius, competitive analysis, stakeholder analysis, SOSTAC model, marketing audit, global expansion, emerging markets, B2C, market entry strategy.
Amazon's Expansion into Mauritius: A Comprehensive Language Preview - FAQ
What is the purpose of this report?
This report analyzes the feasibility of Amazon expanding into the Mauritian market. It assesses the competitive landscape, identifies key stakeholders, and proposes a strategic marketing plan using the SOSTAC model to achieve market penetration.
What are the key themes explored in this report?
Key themes include Amazon's competitive position globally, stakeholder analysis and management for successful market entry, the suitability of Mauritius as a target market, application of the SOSTAC marketing model, and identification of internal and external factors influencing market success.
What aspects of Amazon are covered in the report?
The report covers Amazon's organizational background, type of organization, size, customer base, competitors, stakeholder analysis, and a strategic marketing plan for market penetration in Mauritius.
What is the structure of the report?
The report is structured with sections on organizational background, organizational type and size, customer base, competitor analysis, stakeholder analysis, a strategic marketing plan (using the SOSTAC model), and a marketing audit. Each section provides a summary and context for understanding Amazon's potential expansion into Mauritius.
Which model is used for strategic planning?
The SOSTAC marketing model is used as a framework for planning Amazon's market entry into Mauritius. It helps assess the current situation, identify strengths and weaknesses, and build competitive advantages.
Who are Amazon's main competitors, and how are they analyzed?
The report analyzes Amazon's main competitors globally (Walmart, Alibaba, Rakuten, and Flipkart), discussing their competitive strategies and highlighting diverse market segments. The analysis contrasts Amazon's approach with its competitors, identifying potential advantages and disadvantages in the Mauritian market.
How is stakeholder analysis conducted?
Mendelow's matrix is used to evaluate Amazon's internal and external stakeholders (board, investors, customers, partners, suppliers, employees, and community). The analysis details the interests and power of each stakeholder group and discusses managing their expectations for successful market entry.
What is the focus of the marketing audit section?
The marketing audit section evaluates internal and external factors influencing Amazon's expansion goals in Mauritius, acknowledging strong competition from emerging companies, especially in Africa. It focuses on environmental and situational factors that will affect Amazon's success.
What are the key takeaways from the chapter summaries?
The chapter summaries provide a concise overview of each section, highlighting key information about Amazon's global presence, its business model, its scale and resources, its customer base, its competitive landscape, stakeholder considerations, and the strategic approach to entering the Mauritian market.
What keywords are associated with this report?
Keywords include Amazon, e-commerce, market penetration, Mauritius, competitive analysis, stakeholder analysis, SOSTAC model, marketing audit, global expansion, emerging markets, B2C, and market entry strategy.
- Quote paper
- Anonym (Author), 2022, 3-Year Marketing Plan and Justification Report of Amazon in Mauritius, Munich, GRIN Verlag, https://www.grin.com/document/1306506
