M6 Project

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Grand Valley State University *

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1010

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Marketing

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Feb 20, 2024

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RUNNING HEAD TITLE M6 Amazon Marketing Project Addison RaschPremo MKT1110-A1 M6 Project

Amazon Project 2 M6 Project: Amazon Marketing Channels One of Amazon’s marketing channels would be their digital marketing. They use digital marketing to reach their consumers as part of an integrated plan. With the majority of people using social media, digital marketing would be a strong suit for them especially since their primary sales are made online. In order to increase sales, Amazon uses social media to promote its items, grabbing the attention of users and directing them to the item pages. Amazon is seen on multiple sites, such as Facebook, Instagram, Twitter/X, and YouTube. Facebook is mostly used for corporate news and advertisement sharing. The two primary components of Amazon's Instagram marketing strategy are essential advertising and interviews with artists from various backgrounds. More than 2.8 million people follow it on Instagram. Twitter uses a variety of materials to remain in touch with its followers, competitions to attract new users, and the creation and following of trends. It sounds more like individual recommendations and less like advertising when it appears in posts on Twitter. One of the nicest things about Amazon's YouTube advertisements is how quickly they capture viewers' interest. Amazon makes sure that all of its advertisements are worthwhile and engaging. Amazon ads will usually show during the holiday periods to help promote their sales. To boost sales, Amazon implemented a customer-centric approach. To assist clients with a range of questions, they provide a user-friendly customer support. Amazon "strives to be Earth's most customer-centric company, Earth's best

Amazon Project 3 employer, and Earth's safest place to work," (Amazon) is their mission statement. They embrace this way of thinking as they understand how beneficial it is to take care of your clients. Personalized suggestions are sent to each consumer based on their prior purchases and recent browsing activity. Their chance of returning to make another purchase increases as a result of these efforts. International Marketing Channels For Amazon, international marketing is crucial since it expands its customer base globally. Brands can build a worldwide audience, raise their profile, and, of course, expand their company with Amazon by branching out internationally. When expanding into foreign markets, companies need to know how to effectively communicate with people in those areas. A language barrier or anything as small as a cultural convention that could not apply to your home market could be the source of it. There could also be places that Amazon wouldn’t be able to ship to, such as places that they wouldn’t be able to get to by truck or mail. Amazon would have to find a different way to ship their package to the customer, or it would let the customer know through the website that they wouldn’t be able to ship it out to them. Amazon reached many different countries, which helped in many different ways. International marketing helps Amazon’s company access a worldwide audience and expand its reach into undiscovered markets, in addition to assisting with economic diversification. In North America, “The U.S. alone accounts for 47% of Amazon’s net sales, according to Statista (2022).” (Runyon R.), While in Europe “Diverse cultures require tailored strategies. Germany & the UK are among the top markets, contributing significantly to Amazon’s international revenue.” (Runyon R.),

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Amazon Project 4 And in the Asia-Pacific “Emerging markets with vast potential. Japan & Australia are growing rapidly, offering unique opportunities.” (Runyon R.). Having a company become international is hard to control with all of the different things that can happen by all of the differences but does have a big impact on how the business does. It can grow and succeed just as amazon did it but can fall apart if not managed well. Amazon’s value chain Amazon's value chain analysis was designed and implemented with great success. The main activities are those that enable the company model to function by giving clients the necessary services. These include the purchasing of items and raw materials, the processes involved in turning those purchases into finished goods, and the provision of premium services, marketing, and sales in order to get a competitive edge. There are five different operations that Amazon has in their value chain: inbound logistics, operations, outbound logistics, marketing and sales, and services. Typically, Amazon does not manufacture its own goods; instead, it outsources its inbound logistics to suppliers through the Fulfillment by Amazon program. Because of its efficient shipping and return policies, as well as its strong logistics, Amazon is a dominant player in the industry. The processes that turn raw resources into completed items are referred to as operations. There are several avenues that Amazon uses for its activities. These segments, which include the worldwide and North American segments, are from various geographical places. The 175 fulfillment facilities that are located all over the world are the focus of Amazon's outbound logistics. There is technology that supports inventory fulfillment for Amazon. Tasks related to distributing, transporting, and storing completed goods. Amazon uses a

Amazon Project 5 wide range of media, channels, and platforms for its extensive marketing and advertising campaigns, which have a significant global influence. Public relations, events, sales promotions, print and media advertising campaigns, and focused consumer marketing are all included. There are more methods for Amazon to draw people to its brand. It markets itself as a well-known and reliable brand by offering appealing rates, quick delivery, and access to Amazon Prime services. High-quality services, dependable operations, excellent customer experiences, and robustness are the main areas where Amazon's value chain analysis adds value. Demand & Supply To create demand, marketers excite consumers about a new product or brand. For Amazon, raising awareness and sparking interest are the main goals of demand marketing. They will mainly do this for their own products because they are the ones that keep the supply or have control over their own supply, while others can run out of their stock provided through Amazon. There are also other solutions that Amazon has to offer third-party sellers, such as having an inventory at an Amazon warehouse with their stock of goods. Amazon has an automated supply chain service called Supply Chain, which facilitates the movement of goods from producers to global consumers. Its also important for Amazon because it is shown in the data of what products are in demand. They’ll go off of holidays or events to shift their demand and prices, which would also affect the supply. Marketing will help increase their demand for products through their advertising, and if they have a large supply of a product, it will go down after being advertised.

Amazon Project 6 Conclusion Amazon utilizes digital marketing, social media, and personalized recommendations to increase sales and reach their consumers. They also prioritize international marketing to expand their customer base globally. Additionally, Amazon's value chain analysis focuses on providing efficient logistics, marketing, and sales to gain a competitive edge. Demand marketing plays a crucial role in creating awareness and generating interest in Amazon's products.

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Amazon Project 7 References S. (2023, November 22). Amazon Marketing Strategy 2024: A Case Study . Simplilearn.com. https://www.simplilearn.com/tutorials/marketing-case-studies-tutorial/amazon-marketing- strategy#:~:text=Amazon’s%20digital%20marketing%20strategy%20is,to%20help%20them %20sell%20more. Who we are | About Amazon . (n.d.). US About Amazon. https://www.aboutamazon.com/about- us#:~:text=Amazon%20strives%20to%20be%20Earth’s,Earth’s%20safest%20place%20to %20work. C. (2023, January 23). Amazon Marketing Strategy: Copying the eCommerce Empire’s Path To Success . CoSchedule Blog. https://coschedule.com/marketing-strategy/marketing-strategy- examples/amazon-marketing-strategy What you need to know about international marketing . (2024, February 16). Amazon Ads. https://advertising.amazon.com/library/guides/international-marketing Runyon, R. (2023, August 28). Unlocking International Markets on Amazon: Guide to Global Success . Eva.guru. https://eva.guru/blog/international-markets-on-amazon/ Amazon Value Chain Analysis | EdrawMax Online . (n.d.). Edrawsoft. https://www.edrawmax.com/article/amazon-value-chain-analysis.html

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