The paper "Marketing Strategy of Amazon" is a great example of a marketing case study. Marketing is one of the integral functional activities of every company. It determines the ability of business products to be available within the required market and also to meet the demands of the customers. Most companies with successful corporate records around the world have employed robust and efficient marketing strategies that have enabled them, reach such heights. Several marketing strategies exist within the corporate world. Therefore, any business is normally at liberty to employ any strategy which has potential success when employed.
Despite the growing number of businesses across the global front, many have failed due to poor marketing strategies. In fact, many major companies have collapsed since they were not able to compete actively in the highly competitive modern business world (Zwick & Dholakia 2004). Some companies such as Amazon stand out and occupy a leading role in the global corporate world. The company is now ranked as the leading online retailer in the whole world. This achievement is largely attributed to the marketing strategies that have been put in place by the management of the company.
Also, the company has sufficiently made use of the internet portfolio to properly execute the strategic marketing plans formulated. This paper focuses on reviewing and analyzing the significance of marketing strategies in Amazon. In particular, it seeks to demonstrate the relevance of Outside-In marketing strategies as compared to Top-down strategies. This article intends to comprehensively discuss the manner in which Amazon has inculcated the Outside-In marketing strategies towards promoting its products. Some of the particular aspects to be discussed include the analysis of both Outside-In and Top-down strategies, how the company retains and manages its customers, how the company meets the needs and demands of the customers, how the products of the company are customer-centric and the role of Corporate Social Responsibility (CSR) in managing stakeholder expectations in Amazon.
The study also intends to integrate various theoretical approaches such as Internal Marketing so as to describe the marketing strategies of Amazon. Brief background information regarding Amazon. Com Amazon came into existence on July 5, 1994, as a brain idea of Jeff Bezos.
The American Electronic and Cloud Computing Company based in Seattle, Washington. The company originally came into operation as an online bookstore. This strategy was informed by the need to tap into the existing marketing gap of books using an online portfolio. However, the business diversified and started engaging in activities such as selling DVDs, CDs, MP3 streaming, audiobook downloads, the sale of electronics, the sale of foodstuffs and furniture and software products. Additionally, the company has further diversified into selling low-end products that are intended to meet the low-end consumers such as USB cables (Ahmad & Buttle 2001).
The extent of diversification in the company has seen the expansion of physical operational points, a number of employees and the expansion in the kind of strategies used. Besides, the company has perfectly integrated the usage of technology in accessing the online market and customers. The established of Amazon to its present leading position in online retail services has been progressive and quite strategic. The developments are majorly attributed to the ideas and initiatives of Jeff Bezos. After resigning as the Vice President of Wall Street Firm, Jeff brought together his ideas and started this business.
The initial years of plunging into business saw a remarkable number of sales and a promise of better prospects. This includes the rise in sales to $20,000 per week. However, the start-up and the initial progress stages were met by various legal and technical hiccups. Nevertheless, Jeff formulated a robust and strategic plan that ensured that Amazon navigated through all such legal bottlenecks and corporate challenges (Ahmed & Rafiq 2003).
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