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
1. Organisation Background
2. Type of the Organisation
3. Size of the organisation
4. Customer Base
5. Amazon competitors
6. Amazon’s stakeholder analysis
7. Strategic Marketing Plan to Attain Market Penetration
7.1. Marketing Audit
7.1.1. Scope of the Audit
7.1.2. Internal Environment
7.1.3. Resource-based View/VRIO Analysis
7.1.4. External Analysis
7.1.4.1. PESTEL Analysis
7.1.4.2. Porter’s Five Forces
7.1.5. Amazon’s TOWS Analysis
7.1.6. Issues
7.2. Strategic Objectives
7.2.1. Corporate Objectives
7.2.2. Marketing Objectives
7.3. Strategic Options
7.3.1. Theme: Market Penetration
7.3.2. Segmentation strategy
7.3.3. Targeting strategy
7.3.4. Positioning strategy
7.3.5. Competitive strategies
7.3.5.1. Market challenger strategies
7.3.5.2. Blue ocean strategy
7.3.5.3. Treacy and Wiersema
7.3.5.4. Porter’s strategies
7.3.6. Branding strategies
7.3.7. Digital strategies
7.4. Implementation of the Chosen Strategy
8. TASK 2- JUSTIFICATION REPORT
8.1. Introduction
8.2. Key Issues From the Marketing Audit
8.3. SFA Model
8.4. Fit with Objectives
8.5. Fit with STP
8.6. Justification of the Tactical Marketing Mix Necessary to Achieve the Market Penetration Strategy
8.7. Timeline
8.8. Evaluation and Contingency Plans
8.9. Conclusion
Research Objectives and Key Themes
The primary objective of this report is to develop a strategic marketing plan for Amazon to penetrate the Mauritius market, specifically targeting the agricultural sector to expand its market share within the region. The analysis evaluates Amazon’s internal capabilities and external market environment to justify the proposed market penetration strategy and align it with corporate growth goals.
- Strategic market penetration via the SOSTAC model.
- Analysis of external environmental factors using PESTEL and Porter's Five Forces.
- Internal resource evaluation utilizing VRIO and the McKinsey 7s framework.
- Tailored segmentation, targeting, and positioning (STP) strategies for Mauritius.
- Evaluation of strategic feasibility, sustainability, and acceptability (SFA).
Excerpt from the Book
Amazon competitors
Amazon enjoyed the first-mover advantages in the e-commerce industry having been founded in 1994. To maintain its top position in the industry, the company relied on continuous innovation, efficiency in the implementation of its strategies and patenting of its innovations (Mellahi & Johnson, 2000). The global e-commerce industry is largely characterised by late movers and innovators. Conventional retail store, Walmart is one of the late movers that have gained significant e-commerce market share in the last decade. Today, Walmart's e-commerce is the second largest in terms of revenues. The rapid growth of Walmart was linked to its brand reputation and existing distribution and storage infrastructure around the world (Inci, 2022). Figure 2 summarises Amazon’s main competitors in the e-commerce industry.
Summary of Chapters
Organisation Background: Provides an overview of Amazon's global market position and its primary operational focus areas.
Type of the Organisation: Defines Amazon as a multi-sector technology firm with e-commerce as its largest segment.
Size of the organisation: Details the massive growth in Amazon's physical infrastructure and operational scale over the last two decades.
Customer Base: Analyses Amazon’s global customer demographics, highlighting the potential for market entry in the Mauritian agricultural sector.
Amazon competitors: Examines the competitive landscape and Amazon's ongoing struggle to maintain its lead against innovators like Walmart and Alibaba.
Amazon’s stakeholder analysis: Evaluates internal and external stakeholder requirements using Mendelow’s matrix to ensure operational accountability.
Strategic Marketing Plan to Attain Market Penetration: Outlines a structured strategic framework using the SOSTAC model to guide Amazon's entry into Mauritius.
TASK 2- JUSTIFICATION REPORT: Provides a reflective validation of the analytical methods used and justifies the strategic decisions against defined growth objectives.
Keywords
Amazon, E-commerce, Market Penetration, Mauritius, Marketing Audit, PESTEL, Porter's Five Forces, VRIO, SOSTAC, Strategic Marketing, Digital Strategy, Agricultural Sector, Competitive Advantage, Stakeholder Analysis, Sustainability.
Frequently Asked Questions
What is the core purpose of this report?
The report serves as a strategic marketing plan and justification for Amazon to expand into the Mauritian market, specifically by leveraging its e-commerce capabilities to serve the local agricultural sector.
What are the central themes addressed in the work?
The core themes include market penetration, strategic management, organizational audit via various models (PESTEL, VRIO, TOWS), and the tailoring of digital strategies for emerging markets.
What identifies the primary research goal?
The primary goal is to provide a justified strategy to increase Amazon's market share in Mauritius by 25 percent over a three-year period.
Which scientific methodologies are employed?
The work utilizes well-established management frameworks including SOSTAC, PESTEL, Porter's Five Forces, McKinsey’s 7s, VRIO analysis, and the SFA (Sustainability, Feasibility, Acceptability) method.
What does the main body cover?
The main part of the document covers an extensive environmental and internal audit of Amazon, followed by an application of STP (Segmentation, Targeting, Positioning) strategies to address the specific needs of the Mauritian market.
Which keywords best define the analysis?
Key terms include E-commerce, Market Penetration, Marketing Audit, Strategic Marketing, and Digital Strategy.
Why is Mauritius considered an ideal target according to the analysis?
Mauritius is identified as an emerging market that serves as a major financial hub in Africa, with an agricultural sector that currently lacks dedicated online retail platforms, providing Amazon with a niche opportunity.
How does the TOWS analysis contribute to the strategy?
The TOWS analysis helps align Amazon's internal strengths and weaknesses with external opportunities and threats, leading to the recommendation of product differentiation and digital strategy optimization.
- 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
