1 Amazon Corporate Social Responsibility Jeannette Stanley University of Phoenix January 14, 2022 Corporate Social Responsibility Company description In this case, we'll consider Amazon as our company. Amazon.com Inc. is the globe's premier e-commerce and cloud based company (Chaffey, 2021). The firm provides a wide range of items, including those for the home, cosmetics, gaming, electronics, and health. It sells things directly to clients or via a third-party provider that distributes them to them. Currently the single greatest e-retailer in the US as per Statista, having gross earnings of close to 387 billion USD in 2020. The mission statement of Amazon is to provide ease and a good pricing selection to its consumers both physically and virtually. Its objective is to use internet technologies to connect the world's biggest markets, and the approach has proven to be successful so far. Environmental analysis Competitive forces Apple, Microsoft, Walmart, Netflix, and Google are Amazon's key rivals. Amazon's E-books, movies, and Amazon Prime are basically cash cows, providing the company with the highest margins above its rivals as per the BCG matrix. Online services on Amazon, Kindle, and VOD are all question marks since, with the digital revolution, they have become outdated. Electricals and other household goods items are Amazon's standouts, not just because of their rapid progression, but because of Amazon's huge market share in these categories. Economic forces Taxing and inflationary rates, general and industry-specific GDP expansion, rates of unemployment and alterations in currencies are all economic variables that have a direct impact on Amazon's revenue flow and advancement possibilities. Political forces Political safety or volatility in the United States, the effect of domestic market advocacy, and the government's stance toward e-commerce and retailing sectors in particular are political variables that affect Amazon (Sadq et al., 2018). Amazon has an inverse impact in governance in a lot of places due to the extent and magnitude of its corporate activities. Legal forces Various rules and regulations apply to Amazon's commercial activities. Antitrust statutes, laws to do with discrimination, laws to do with consumer protection for e-commerce enterprises, and privacy laws are just a few of the legal issues that might influence Amazon. Technological forces Amazon's foundation is technology. To serve its clients, Amazon is investing on technology in the form of cloud services (amazon application server). Social forces The firm will profit from the rising trend of online buying and greater consumption. The appeal of Amazon amongst youngsters and elderly individuals who do not want to leave their homes is due to its easy accessibility of items and doorstep shipment (Chaffey, 2021). Furthermore, the pace at which employment prospects are dwindling as Amazon relies on tech to substitute workers poses a risk. Current target ...

1. 1
Amazon Corporate Social Responsibility
Jeannette Stanley
University of Phoenix
January 14, 2022
Corporate Social Responsibility
Company description
In this case, we'll consider Amazon as our company.
Amazon.com Inc. is the globe's premier e-commerce and cloud
based company (Chaffey, 2021). The firm provides a wide range
of items, including those for the home, cosmetics, gaming,
electronics, and health. It sells things directly to clients or via a
third-party provider that distributes them to them. Currently the
single greatest e-retailer in the US as per Statista, having gross
earnings of close to 387 billion USD in 2020. The mission
statement of Amazon is to provide ease and a good pricing
selection to its consumers both physically and virtually. Its
objective is to use internet technologies to connect the world's

2. biggest markets, and the approach has proven to be successful
so far.
Environmental analysis
Competitive forces
Apple, Microsoft, Walmart, Netflix, and Google are Amazon's
key rivals. Amazon's E-books, movies, and Amazon Prime are
basically cash cows, providing the company with the highest
margins above its rivals as per the BCG matrix. Online services
on Amazon, Kindle, and VOD are all question marks since, with
the digital revolution, they have become outdated. Electricals
and other household goods items are Amazon's standouts, not
just because of their rapid progression, but because of Amazon's
huge market share in these categories.
Economic forces
Taxing and inflationary rates, general and industry-specific
GDP expansion, rates of unemployment and alterations in
currencies are all economic variables that have a direct impact
on Amazon's revenue flow and advancement possibilities.
Political forces
Political safety or volatility in the United States, the effect of
domestic market advocacy, and the government's stance toward
e-commerce and retailing sectors in particular are political
variables that affect Amazon (Sadq et al., 2018). Amazon has an
inverse impact in governance in a lot of places due to the extent
and magnitude of its corporate activities.
Legal forces
Various rules and regulations apply to Amazon's commercial
activities. Antitrust statutes, laws to do with discrimination,
laws to do with consumer protection for e-commerce
enterprises, and privacy laws are just a few of the legal issues
that might influence Amazon.
Technological forces
Amazon's foundation is technology. To serve its clients, Amazo
n is investing on technology in the form of cloud services (amaz
on application server).
Social forces

3. The firm will profit from the rising trend of online buying and
greater consumption. The appeal of Amazon amongst youngsters
and elderly individuals who do not want to leave their homes is
due to its easy accessibility of items and doorstep shipment
(Chaffey, 2021). Furthermore, the pace at which employment
prospects are dwindling as Amazon relies on tech to substitute
workers poses a risk.
Current target markets
The target demographic for Amazon is middle-and-upper-class
consumers with home electronic devices such as laptops
gadgets, who are equally divided between men and women. The
customers are between the ages of 17 and 44. Furthermore, sixty
percent of Amazon's customer base is made up of Americans
who prefer to purchase online for convenience, speed, and low
pricing.
A Review of Current marketing
Amazon's marketing strategy includes optimizing Amazon SEO,
which aids users in finding items since Amazon's web browser
prioritizes well-described commodity queries. Additionally,
Amazon has an associate’s scheme that enables webmasters to
market Amazon items on their pages. Amazon makes money via
memberships, commerce, and online services, all of which are
employed in the marketing industry.
SWOT Analysis
Strengths
Amazon's strengths include the fact that it makes the sales of its
items at affordable prices which attracts a large number of end-
users; it has a distinct product line and is number one in the
retail industry; it invests heavily in research and development
(technology) being the reason for using advanced systems and
cloud-based financial reporting; and it can fulfill the wants of
its clients, primarily because it sells a broad array of items.
Weaknesses
One flaw is Amazon's refusal to provide food services, which
gives rivals an edge. Amazon has been accused of evading
taxes, resulting in unwanted press, as well as product failures

4. such as the Fire phone, which have hurt the business'
profitability.
Opportunities
Amazon has the ability to make a diversification strategy and
create its own In-House trademarks across a variety of product
segments. It may potentially expand globally due to the lack of
competition in these sectors. Outside of the United States,
Amazon can assist consumers engage with the brand by creating
physical locations, which will lead to increased repeat
purchases.
Threats
One of the most serious risks to the profitability of Amazon is
the growing concerns about online purchasing as a result of
fraudulent activity and cybercrime, which exposes its
customers' personal information (Aiello, 2018). Furthermore,
businesses like Apple, Google, and Microsoft have posed a
challenge in both digital services and conventional e-commerce.
Strengths to Opportunities
One of the ways Amazon will grow its client base is by
offering dining services. Because of its prominence and
excellent delivery services, it has a good chance of succeeding.
Amazon should use excellent marketing methods when
launching a new product to guarantee that it succeeds. Because
of the fraudulent activity, Amazon should take steps to reassure
customers about the site's security and privacy. In order to cope
with competition, this corporation should not remain unaware of
its domestic market circumstances while pursuing its worldwide
plan.
Objectives in marketing
Amazon intends to develop shops without cashiers and that are
more compelling (Amazon Go). The startup intends to use
modern technology to change shopping by eliminating the need
for consumers to wait (Swan, 2019). Given the rising worry
about online buying, this will secure the safety of consumer
items. Before July 2022, these shops will be equipped with
technology.

5. References
Aiello. C. (2018). Competition and regulation pose greatest
growth risks to Amazon, RBC’s Mahaney says. CNBC.
https://www.cnbc.com/2018/09/04/mahaney-competition-and-
regulation-pose-greatest-risks-to-amazon.html
Chaffey. D. (2021). Amazon.com marketing strategy: A
business case study. Smart Insights.
https://www.smartinsights.com/digital-marketing-
strategy/online-business-revenue-models/amazon-case-study/
Swan. G. (2019). The Best 5 Amazon Marketing Strategies and
Advertising Plans of 2021. ShipBob.
https://www.shipbob.com/blog/amazon-marketing-strategy/
Sadq, Z. M., Sabir, H. N., & Saeed, V. S. H. (2018). Analyzi ng
the Amazon success strategies. Journal of process management.
New Technologies, 6(4).
https://aseestant.ceon.rs/index.php/jouproman/article/view/1926
4
Running Head: MARKETING DATA ANALYSIS 1
MARKETING DATA ANALYSIS 2
Marketing Data Analysis
Name
Institution
Date
Internal Data

6. Source
What it measures
Data
Potential Usage
Sales data
Monthly sales for each product
Monthly average sales for each product. Data can be segmented
by business and consumer markets.
Can be used for analyzing projecting trends and measuring
effectiveness of a promotional strategy
Profit and loss data
Profit and loss for all products
Profit and losses made by the organization for each month. This
can be analyzed for each product.
To identify products with the highest profit margins. To
establish whether the organization is operating at a profit or
loss (Eevi, 2020).
Cash flow
Monthly cashflow for all products
Monthly cash inflow and outflow for each product.
To establish the amount of cash that comes in and goes out with
regard to each product
Cost accounting information
Cost of production, distribution, and marketing
Monthly production, distribution, and marketing costs
To establish the total cost of producing, distributing, and
marketing a single unit of product.
To establish whether the organization is spending more on
products than how much the products are returning.
To establish areas of improvement for efficiency and internal
cost controls
Secondary Data

7. Source
What it measures
Data
Potential usage
Retail store analytics
The dollar value of sales
Major players total sales
Seasonal patterns market share analysis
Statistics provided by the government
Economic trends, pricing, trade activity, and regulation
Inflation rate
Provide insight in relation to the state of the economy pricing
regulation. This can be important in ensuring compliance with
revenant marketing regulations.
Industry associations
Industry trends and participating companies
A list of participating companies and quarterly industry trends
A good place to start when learning about a growing industry or
when seeking information that would be available from an
insider in the industry is to look to industry associations.
Potential usage includes establishing where the industry is
heading. Identifying competitors and any other relevant news
affecting the industry.
International agencies
The information be used to measure and analyzes foreign
market prospects for the organization
The data can involve products imported or exported by specific
targeted foreign markets
This information is crucial in analyzing foreign markets that
present the opportunity for Amazon to venture in. Specifically,
the Asian and African markets present an opportunity that is yet
to be fully exploited by the company.
Published surveys
Survey reports on customers
Feedback obtained on products surveyed
To understand what customers want and how products can be

8. improved.
Primary Data
Source
What it measures
Data
Potential usage
Focus group
Group level satisfaction, motive product usage
Qualitative
Identify opportunities in the market and reactions of different
market segments
Interviews
Level of customer satisfaction
Quantitative and qualitative
Improve level of customer satisfaction
Key informants
Customer habits
qualitative
Predicting the behavior of customers
Questionnaires
Customer experience
qualitative
Improving the customer shopping experience (Eevi, 2020)
Customer Relationship Management
CRM touchpoint
Purpose and objective
Data
Potential data usage
Product reviews
To collect customer feedback
Comments and product ratings
To establish what customers like and dislike hence improve the
product.
Customer profile information

9. To collect basic information about customers
Name,
Email address, location, customer ID
Tracking purchases made by customers (Anshari et al., 2019)
Subscription renewals
To identify and track loyal customers
Customers preferences
Target loyal customers with tailored offers
Customer purchasing behavior
To establish preferences and choices of customers
Purchasing trends, items purchased
Tracking the most preferred and purchased products
References
Anshari, M., Almunawar, M. N., Lim, S. A., & Al-Mudimigh,
A. (2019). Customer relationship management and big data
enabled: Personalization & customization of services. Appli ed
Computing and Informatics, 15(2), 94–101.
https://doi.org/10.1016/j.aci.2018.05.004
Eevi, V. (2020). Factors affecting the success of AI campaigns
in marketing : data perspective.
https://jyx.jyu.fi/handle/123456789/71539
Running Head: MARKETING DATA ANALYSIS
1
Marketing Data Analysis

10. Name
Institution
Date
Running Head: MARKETING DATA ANALYSIS 1
Marketing Data Analysis
Name
Institution
Date
MKT/574 v1
Strategic Marketing Plan
MKT/574 v1
Page 2 of 2
Strategic Marketing PlanPart A: Environmental Analysis and
SWOT Analysis
(Due in Wk 2)
Company Description
Describe the company you are designing the plan for. Include:
· Mission Statement
· Vision Statement
· Product line description
· Company information, such as the size of the company

11. Environmental Analysis
Analyze the forces that affect the company and marketing
efforts. Competitive Forces
Analyze the company’s key competitors. You may choose to use
a BCG Matrix or attribute checklist to compare your company
against its competitors. Describe any strategic moves the
competition has recently made. Estimate your market share.
Identify key competitive advantages against your
competitors.Economic Forces
Analyze the economic environment in the areas affecting your
business. Consider differences within your industry and the
economic impact on suppliers.Political Forces
Analyze relevant political forces. Examples may include an
election year or a law to drastically reduce or eliminate plastic
waste in your county.Legal, Regulatory, and Ethical Issues
Analyze the legal, regulatory, and ethical issues that may affect
your business. Considerations may include local laws such as a
ban on the use of plastic bags, the ability to post billboards, or a
possible increased regulation on direct mail.Technological
Forces
Analyze whether your company will be affected by emerging
technologies or trends in hardware and software
industriesSocial Forces
Analyze social trends and how they may affect your business.
Considerations may include if your business will be affected by
demographic trends, a growing dependence on computers, or
whether interest in your product might be affected by growing
preferences in the way things are done or changing social
values.
Current Target Markets
Define the company’s current target markets. Describe the
demographic, geographic, psychographic, and product usage of
these targets.
Review Current Marketing

12. Review the company’s current marketing tactics. Consider how
people find out about the product, how they get information
about the product or service, what might be involved in the
buying process, and what money is available for marketing. If
your company is a start-up, describe your competitors’ current
marketing.
SWOT Analysis
Assess your company’s strengths, weaknesses, threats,
opportunities, and then evaluate how to address these in your
marketing plan. Strengths
Assess your company’s competitive advantage. Consider core
competencies, assets, location, practices, etc. that are distinct in
the way the organization meets the needs of its
customers.Weaknesses
Assess what limits the company may have in its current
marketing strategy. Consider if there is a company weakness
that needs to be addressed through Public Relations or
Marketing.Opportunities
Assess the opportunities you see based on trends or
environmental conditions.Threats
Assess the threats or limitations that may interfere with the
company’s ability to meet its objectives or interfere with
marketing plans. Strengths to Opportunities & Converting
Weaknesses and Threats
Convert weaknesses and threats to strengths, then strengths to
opportunities in the marketing plan. Consider the implications
for addressing supplier relationships, implementing new
technologies, or changing the product line or addressing new
markets.
Marketing Objectives
Establish marketing objectives based on the results from the
SWOT analysis. Marketing objectives must align with corporate
objectives, modified by the company’s resources. Objectives
should include a date for the completion of the objective and the

13. way in which success will be measured. For example: The
company will expand its marketing efforts to include a new
market segment of 21- to 29-year-olds. This will entail the
development of a customized product by June 2020 that wi ll
address the specific psychographic and technological needs of
this age group. This strategy is expected to attain a 20% growth
in overall sales by January 2020. Customer loyalty (willingness
to recommend the product) will increase by 30%.Part B:
Marketing Data Analysis
(Due in Wk 4)
Internal Data
Evaluate internal sources of information available to you inside
the organization and what information you will receive from
each source. Identify 3-6 sources of internal data. Insert or
remove rows as needed.
Source
What it Measures
Data
Potential Usage
Example: Sales data
Monthly sales by specific product
Average sales that month in US dollars for each of 10 products.
Data can be segmented by business and consumer markets.
Can be used for trend analysis, projections, and to measure
effectiveness of promotions.

14. Secondary Data
Evaluate secondary data sources and the specific information
you need from each source. Insert or remove rows as needed.
Source
What it Measures
Data
Potential Usage
Example: U.S. Census Bureau
Income over the last 4 years by family structure
Household structures with the highest income capacity
Market Share Analysis
Customer Segments

15. Primary Data
Evaluate primary data needs to create and evaluate the
marketing plan. Insert or remove rows as needed.
Source
What it Measures
Data
Potential Usage
Example: Focus group
Product usage, motives, identify group level satisfaction,
decision process, etc.
Qualitative
Identify different reactions of market segments to product.
Identify marketing opportunities, product/service flaws and
opportunities

16. Customer Relationship Management
Establish customer touchpoints and develop appropriate CRM
events for customer acquisition, retention, and profitability.
Insert or remove rows as needed.
CRM Touchpoint
Purpose & CRM Objective
Data
Potential Data Usage
Example: Customer profile information on website
Starts the account for visitors: name, geography, email address
(Customer acquisition)

17. Presale: geographic location; customer id, source of reference
Email address
Post sales: address, product purchased, quantity, price.
Track new and returning customer counts, total period
purchases by customer ID, geographic sales data. Can be used
for loyalty rewards, retention, and targeted marketing.
Part C: Market Strategy, Marketing Channels, Implementation,
and Monitoring
(Due in Wk 6)
New Customer Segments
Determine any new customer segments for your strategy and

18. describe how you will provide value to each segment.
Marketing Mix for New Customer Segments
Determine adaptions for each new customer segment.
· Products
· Price
· Distribution
· Traditional Promotion
· Online Promotion
Marketing Implementation
Create the implementation for your marketing plan. Describe
how you will organize and implement the plan, such as whether
it will be organized by market, geography, and who is
responsible for marketing decisions.
Marketing Communication Channels
Evaluate the marketing communication channels you will use to
reach selected audiences. Include Internet and traditional
communication channels to convey key messages. Describe the
advantages and disadvantages of each channel you select. Insert
or remove rows as needed.
Channel
Target Market
Advantages
Disadvantages
Example: Direct mail
Middle class residential
Can include coupons
Expense and low return rate for given product

19. Strategic Actions
Develop specific activities required to implement the marketing
plan. Identify the person or role who will be responsible for
each action, when it will be complete, and what standard or
metric indicate that the activity is complete. Insert or remove
rows as needed.
Action
Date for Completion
Person/Role Responsible
Standard/Metric
Example: Design flyer for direct mail campaign
1/1/2021
J. Smith, graphic designer
Approval by senior marketing team and legal

20. Monitoring
Develop the measurement to identify how you know you have
been successful for each strategic action. Specify the measures
to track performance against goals. Identify standard reports
from your online and traditional marketing efforts. Insert or
remove rows as needed.
Action
Target
Person Responsible
Inter-measurement
Example: Direct mail flyer
1100 new inquiries
Western regional manager

21. 500 new inquiries first month of campaign
Copyright 2020 by University of Phoenix. All rights reserved.
Copyright 2020 by University of Phoenix. All rights reserved.