Marketing Plan Project of Amazon - Case Study Example

The paper "Marketing Plan Project of Amazon" is an outstanding example of a marketing case study. This report offers a summary of the findings of a summary evaluation of the Amazon Company marketing strategies. These research findings are informed by the need for organisations to re-evaluate their practices in the market as a way to enhance their increased performance in the long run. In order to develop the ideal and appropriate marketing recommendations for the venture, the plan adopts an audit approach of the existing approaches. Therefore, through this approach, the evaluation conducts an evaluation of both the internal and external environmental factors in the market. On one hand, an internal organizational evaluation establishes that the organizational internal systems and the existence of both tangible and intangible resources such as IT infrastructure and brand image offer the organization an advantage over other in the market. However, challenges in the organizational system in that its influence is largely in the USA, as well as the evidently declining profits, pose a significant marketing challenge for the venture.

However, a critical evaluation of the organizational external market using both the PESTLE analysis for the external market conditions and the Porters five forces model for the industry analysis, establishes that the organization remains at an advantage as well as the ability to expand and increase its marketing strategies success into the future. Based on the above reviews, the report subsequently offers three strategic improvement recommendations for the organization. In this case, it recommends increased marketing strategies localization, focuses on developing nation markets as well as increased product diversification. Based on the above marketing recommendations execution, the analysis concludes that the organizational industry competitiveness will rise exponentially.

• 1.0 Introduction
  • 1.1 Background Information

The Amazon.com venture emerged and started off as an online book store in early 1995. In this case, the venture emerged as a remedy to the challenges facing the book industry at the time. One of the key challenges to publishers and authors was the high number of middlemen, wholesalers and retailers in the industry, who reduced the profit margins. However, with the emergence of the Amazon.com online bookselling store, the supply chain was significantly reduced with the establishment of direct links and contacts with the customers and publishers in the market (Amazon, 2014).

• • 1.2 Current Situation

Due to increased organisational performance and business operational model in the online book sales, the level of competition started rising from rival bookstores and distributors whom in turn opened their own online stores. Moreover, the high costs of distribution in the supply chain slowed down the organizational growth in mid-2000. Therefore, the management diversified the business to include its current online retail status. Currently, besides selling books, the organization offers retail services for a wide range of products in the market. Through this, approach, the organizations sell music products as well as a wide range of technology and electronic products (Amazon, 2014). In this case, the experience and skills gained in the supply and delivery of goods are used in the delivery of the increased product's base, thus significantly reducing on per-unit cost of distribution and delivery.