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.
Table of 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
Objectives and Key Themes
This case study examines Amazon's marketing strategy and how it prioritizes customer needs and wants. By analyzing different academic literatures, the work evaluates how the customer voice drives strategic marketing decisions in this organization.
- Customer-centric marketing approach
- Strategic marketing planning and its impact on Amazon's success
- The role of web technology in Amazon's marketing strategy
- Marketing mix strategies employed by Amazon, including the 4Ps
- Segmentation and positioning strategies used by Amazon
Chapter Summaries
- Introduction: The chapter introduces Amazon as a leading online retailer and discusses its historical trajectory, highlighting its customer-centric approach and the significance of web technology in its success.
- Strategic Planning: This chapter delves into the concept of strategic planning in business, emphasizing its role in achieving company goals and acquiring competitive advantages. It outlines the importance of strategic marketing plans, including the definition of objectives, vision, and mission, target audiences, and budget allocation. The chapter also explores Amazon's strategic planning process and its customer-centric approach.
- Amazon's Marketing Strategic Analysis: This section examines Amazon's internal marketing strategy, its use of the 4Ps marketing mix, its segmentation and targeting strategies, and its positioning in the market. It also discusses Amazon's strategic gaps analysis and provides recommendations and a scenario forecast.
Keywords
The key concepts and terms explored in this case study include customer-centric marketing, strategic marketing, customer acquisition and retention, marketing strategies, positioning and segmentation strategies, online marketing, and marketing mix strategy.
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- Dr. Sixbert Sangwa (Autor:in), 2017, Amazon Case Study. "The Best Marketing Strategies Aren’t Top Down, They’re Outside In", München, GRIN Verlag, https://www.grin.com/document/1015033
