MKT00720 Marketing for Advertisement and Promotion
Questions:
1.What marketing strategy or strategies has Amazon Australia has adopted since it was created? Answer this question by applying one or more of the theoretical approaches discussed in the course.
2.What marketing options can you describe for Amazon Australia if it wishes to remain a successful organisation throughout the next decade? Answer this question based on the circumstances that exist in 2018 and your best forecasts of relevant future industry factors.
Answer:
Introduction
In an organization, marketing is an essential activity because it facilitates the company to influence their specified consumers by considering marketing activities. Marketing plays an imperative role in the organization as it involves several factors like target market research, customer behaviour analysis, desire and demands, trends of market, advertisement and promotion (Wensley, 2016). Hence, it is very important for every organization to easily obtain their desired and accurate goals in an appropriate manner by maintaining their marketing processes.
Further, it discusses many marketing strategies in the favour of Amazon Austral to improve their performance. The company is a big player in the online business but the company had tackled many challenges in the Australian market, due to the presence of key competitor organization such as Wesfarmers, Woolworths, commonwealth bank, foster and other online companies.
Amazon has started its business in Australia in November 2013 and it made their good brand image in the marketplace (Baker and Saren, 2016). In addition to this, the company has to maintain its position in the marketplace by implementing a reliable and appropriate strategy of marketing and also it will encourage their employees for conducting an appropriate relationship with their specified consumers to enhance market share of the company.
Background of Company
By the end of 2013, Amazon has started its business in the Australian market with their crucial traditional strategy named as Glocal. Through this strategy, Amazon enters into several countries and starts their business. The key purpose of this approach is to “think local and go global” (BBC, 2018). As per this strategy, the company has extended their business at the global level. For increasing organizational performance, the company can offer a different type of offers on the purchase of products and services for changing the consumers purchasing behaviour. Besides this, the company has opened various centres for products storage, packing and deliver their goods to their customers at least time (Amazon, 2018).
Marketing Analysis
Nature of Amazon Australia’s Marketing Strategy
Marketing is a potential and long-term approach and it comprises several factors. The main aim of implementing this method is to obtain good benefits in the business. Analysis of marketing could consider three components that are current situation analysis, goals setting for future, and analysis of appropriate strategy. It will support to obtain the goal of the organization. Moreover, the company can conduct its marketing activities and could easily achieve their goals with a good profit in the specified marketplace (Cacciolatti and Lee, 2016).
Marketing strategy considers several factors like targeting and positioning, demands and need of specified customers, monitoring, evaluation of consumer’s behaviour, and promotional tactics. Further, the company is required to implement consistent and accurate methods for the attainment of preferred goals and obtaining good profit in the business. The strategy of marketing is practised by Amazon for spreading its business into various parts of the world (Patrutiu-Baltes, 2016).
When Amazon started their business in the Australian market then it used the Glocal marketing strategy method for attracting potential consumers and make a successful business.
In addition to this, it is also analysed that this approach was supportive for increasing the growth of their business and overall progress in the specified marketplace. This marketing strategy also enables the organization to analyse the behaviour and requirements of its customer. Consequently, the company would be capable to easily satisfy their customers due to the depth understanding of their needs (Crane, Kawashima, and Kawasaki, 2016).
The organization implemented not only traditional but also the modern technique of marketing in order to attract its specified customers and became the first preference of the target audience in the Australian market. It is also analysed that these methods could be effective for increasing the awareness of products and services among the huge amount of the consumers in the least time. It also supports to make a distinctive image in the marketplace. In this marketing strategy, promotional activities play a critical role as it enables the company to sponsor its goods and services in the specified market and set up the brand image of the organization in the market (Kingsnorth, 2016).
Strategic Marketing Options
The Australian market has been a profitable market for the e-commerce organization. Over the last decades, the e-commerce market of Australia is increased by 10% to $10.5 billion. But, at the same time, it is also analysed that organization is expected to increase their growth by $11.7 billion. In addition, it is analysed that the entrance to online business increases the possibilities of getting higher profit form the e-commerce sector. Further, the multiple payment ways enable the organization to retain their consumers for long-term (Nagle, and Müller, 2017). In addition, it is also examined that Amazon can use effective strategy for delivering their products and services in expected time, which would be effective for making a favourable image in the consumer’s mind.
In addition, it is also analysed that an organization should use consumer approach by which they give preference to needs of consumers and concentrate on making a reliable relationship with them. Furthermore, the organization would concentrate on those consumers who use offline methods for purchasing goods and services and could use a suitable method for attracting them to use the online method (Charter, 2017). In addition, it is also addressed that the company could sue the cost-effective strategy as it would lead to target a large amount of the consumers and supports to obtain higher benefits. It is also examined that the organization could target their consumers on the basis of their demands and wants for obtaining higher profits. Furthermore, it will support to boost the performance of the firm together with increasing the satisfaction level of the consumers (Strauss and Frost, 2016). The following approaches are used by Amazon for increasing their performance in Australia in the upcoming year:
Non-traditional promotional and marketing strategies
Social Media
Amazon should use digital media marketing approach for promoting their goods and services among consumers. In the current ear, it is analysed that more than 80% of consumers use the social media hence this technique will be essential for increasing awareness about goods and services of the firm (Hunt, 2018).
Email marketing
Email marketing method is also an essential method for improving the performance of the organization. It also enables the organization to directly communicate with their targeted consumers about their needs. Further, it is effective for promoting and advertising the firm’s products and services Strauss and Frost, 2016). Moreover, the application of digital marketing approaches could be effective for increasing the demand for goods and services in limited time and cost. It could also support the organization to expand their business and obtain higher competitive benefits.
Website promotion
Website promotion is another effective strategy for pooling the consumers at the same place and obtains higher profit. The organization could promote their websites to increase awareness of products and services among specified consumers (Sargeant and MACQUILLIN, 2016). This platform is effective for increasing profitability, revenues, and sales of the organization.
Search engine
The search engine is effective for discovering information about products and services by considering different sources like Google and Yahoo. Further, it will support the organization to increase the revenues and sales of the firm in limited time and cost. Amazon could use non-traditional media strategies for the accomplishment of the organizational goal and gaining the revenue of consumers in limited time and cost. Further, it is also analysed that organization could cover those consumers who did not use online methods to cover a huge amount of the consumers. In addition, it is also examined that organization should deliver their goods and services with quality, which could be effective for making a reliable decision (Krush, Agnihotri and Trainor, 2016). Currently, the company has used Amazon Prime in the Australian market for delivering prompt services to their consumers in the least time and cost. Moreover, it is also analysed that organization should keep the quality of their goods and services and would be effective for maintaining brand image among their specified consumers. In addition, it is also examined that the organization could also use search engine marketing strategy for sustaining the position of the organization in the marketplace (Hunt, 2018). In addition, the organization should use the centric approach for obtaining the competitive benefits. Amazon invests $13.7 billion to increase the performance of the organization. In addition, it is also examined that company has direct competition with many organization such as Wesfarmers and Woolworths. Moreover, it is addressed that the organization should identify the needs and wants of consumers to obtain higher profit (Strauss and Frost, 2016).
Conclusion
With respect to the above interpretation, it can be summarized that Amazon uses many marketing strategies for the accomplishment of the desired goal. It could also be effective in attracting a huge amount of the consumers in the least time and cost. It can also be summarized that the organization operates in more than 188 countries. It can also be illustrated that Amazon faces many issues at the time of dealing with the market of Australia. Moreover, it can also be summarized that organization should use centric approach for attracting the consumers with respect to the products and services. In addition, it can also be illustrated that Amazon could sue many strategies to operate their business like email marketing, search engine, digital marketing, and web promotion. These techniques will enable the organization to promote their products and services among the huge amount of the consumers in less time and cost. For maintaining their sustainability, the organization should use Amazon prime as it is an effective technique for delivering the goods and services of consumers in less expected time. It will be effective for making the positive relationship between organization and employees. Further, it can also be summarized that organization could use cost-effective approach by it offers their services in reasonable cost to their consumers.
References
Amazon. 2018. Amazon in Australia [online]. Available at: https://blog.aboutamazon.com.au/amazon-in-australia. [20/09/2018].
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. USA: Sage.
BBC. 2018. Amazon's arrival set to shake up Australia's retail sector [online]. Available at: https://www.bbc.com/news/business-42233752. [20/09/2018].
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power. Journal of Business Research, 69(12), pp.5597-5610.
Charter, M., 2017. Greener marketing: A responsible approach to business. UK: Routledge.
Crane, D., Kawashima, N. and Kawasaki, K.I. eds., 2016. Global culture: Media, arts, policy, and globalization. UK: Routledge.
Hunt, S.D., 2018. Advancing marketing strategy in the marketing discipline and beyond: from the promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing Management, 34(1-2), pp.16-51.
Kingsnorth, S., 2016. Digital marketing strategy: an integrated approach to online marketing. USA: Kogan Page Publishers.
Krush, M.T., Agnihotri, R. and Trainor, K.J., 2016. A contingency model of marketing dashboards and their influence on marketing strategy implementation speed and market information management capability. European Journal of Marketing, 50(12), pp. 2077-2102.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more profitably. UK: Routledge.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), p.61.
Sargeant, A. and MACQUILLIN, I., 2016. Marketing for nonprofit organisations. In The Marketing Book (pp. 555-576). UK: Routledge.
Strauss, J. and Frost, R.D., 2016. E-marketing: Instructor's Review Copy. UK: Routledge.
Wensley, R., 2016. The basics of marketing strategy. In The marketing book (pp. 75-107). UK: Routledge.
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