This presentation is all about Amazon's business strategy along with marketing strategy and its digital marketing strategy. I have also discussed how Amazon can expand their business in Asia market and what strategy can lead them toward success.
2. Business Story
ACTIONABLE SEGMENTS
Geographic - doing business over 100 countries, both in city and remote area
Demographic - start age from 18 years, students, job holders, businessman, males & females
Behavioral - customer activities, Personality, customer purchase matrix, knowledge of customer
Psychographic - explorer, struggler, aspirer, working-middle-upper class,
WHICH ONES SHOULD WE PURSUE AND WHY
> Amazon should focus more on Asia region
> They should be more price competitive
> Adaptation of local culture is important
AMAZON OBJECTIVE
It's objective is to cater all customer every corner of the world with competitive pricing. They
want to sell every possible items though digital platform. Making money is also one of their
target. They don't want to compromize customer experience by any means. Quality is their
main piority.
Why these:
– Amazon already in Europe countries but they should expand in Asia region due to density of
people. A bid market.
-Asian even in Europe countries customer going for competitive due to epidemic.
-Amazon mainly focus on standardization though Asia is more divers in term of cultural
practice.
3. Customer Story
TARGET AUDIENCE
LinkedIn, Local online search, Twitter, Facebook, YouTube &
Slack profession posting destinations are the places the
intended interest group browse much of the time and willing to
purchase something using card can be target showcase.
OUR EFFORT
We are putting our effort at recent on:
Owned media – Amazon local media, website, customer email,
blogs list.
Paid media – online ads, affiliate marketing
Earned media – blogs, word of mouth, news, and social media,
publicity of corporate sponsorship.
HOW EFFECTIVE OUR EFFORT
Amazon is doing really good in marketing strategy though
they should work with discount among to reach new
segmented customer who belong to developing countries.
WHERE SHOULD WE FOCUS
Amazon should focus on competitive pricing and discount.
They should go for mess marketing since they have product for
diverse customers.
4. Customer Story
WHAT SHOULD WE DO, NOW OR LATER?
Amazon should set different SOP (Standard Operation
Process) for different culture in Asia specially to have a better
grib in the market. On the other side Amazon should focus
more on social media as most of it's target customer be active
here and at the same time they should involve themselves is
social activity which will also help them to reach customer as
Asian customer bit more emotional in nature. Offer, discount
are another more important thing to practice as Asian has
attraction on this.
Later once market share is high then they Amazon can bring
new business line for market as it is easy to establish different
product line in Asia once market is settled.
5. WHAT SHOULD WE STUDY FURTHER?
> Pricing should be in optimal rate analyzing maximum selling volume
> Amazon should focus on prediction in term of marketing changes analyzing past record
> Demand and supply should be same depending on recent trend and changes
> Business performance can be determined by comparative analysis
WHAT SHOULD WE TRY?
> Increment client traffic to our sites.
> Make familiarity with our items and administrations.
> Advance recurrent buys.
> Create gradual item and administration income openings.
> Fortify and widen the Amazon.com brand name.
DATA DO WE NEED TO RESEARCH
> Customer and visitors segmentation data is important to analyze
> Customer purchase behavior and decision making process data should be available
> Market forecasting data is needed to make plan for future activity
> Customer feedback data is required to enhance customer better experience
> Market competitor data is required to make competitive market advantage
> How Amazon can increase their conversion rate analyzing and changi
6. SDCC • 2020
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Linkedin
Youtube
Search
Amazon Site
Email
Twitter
Blogs
Facebook
InterestAwareness Post ActionActionDesire
Jobs
Affiliate
Here is the customer purchase decision process which structure is commonly followed by most of the renown
organization to understand how their customer reach to them and how they behave to their product to purchase.
In case of Amazon customer mostly visit to their website directly from different social media. Customer become
interest in Amazon product once they visit website product after having interest from social media. Youtube,
Facebook, Twitter and affiliate marketing is their key source to create interest
