Introduction
The US-based technology company Amazon is currently the most prominent online retailer worldwide in terms of revenue and market capitalization. Under the Amazon vision, Bezos introduced two comprehensive ideas to e-commerce, which are building a customer-centric company globally and also creating a space where customers could easily purchase (Majed et al. 65) It is crucial to emphasize in developing an Amazon marketing strategy that the company is more than just an online retailer. It is also a physical seller, a manufacturer of goods and technology products, a supplier of other online solutions, and a cloud computing service provider.
Discussion
A considerable proportion of Amazon’s value chain is owned and run by it. As an illustration, the business operates fulfillment and storage facilities in North America, Europe, the Middle East, and Asia Pacific (Yoo-Nah Hahn et al. 18). They are responsible for unpacking and inspecting the merchandise, keeping track of inventory, packing orders, and shipping. It enables Amazon to operate a thriving marketplace with access to all global markets. However, Amazon faces serious marketplace rivals such as AliExpress and eBay. Amazon must focus on dominating new markets if it is to avoid losing money and only grow. Amazon’s marketing strategy will enhance its market position in Eastern Europe.
Identifying the target audience is the first step in implementing a marketing strategy. The ability to buy unique foreign products, especially when they are still new, is one of Amazon’s advantages over regional marketplaces. Amazon outperforms its rivals, especially Aliexpress because it offers branded, high-quality products, which impacts pricing. It indicates that middle-class people who can afford expensive purchases are the target customers. The company will be able to use advertising costs more efficiently if the target audience is appropriately selected.
The next step in the marketing plan is to work on simplifying the purchase process. The task is to develop the most straightforward payment system for Eastern European citizens whose nations do not recognize the dollar as payment. Increasing the efficiency and effectiveness of the delivery of goods is another crucial factor. There are currently two methods of delivery available: air and sea. A package delivered by sea is typically received in 5 to 6 weeks and costs almost twice. Although air delivery is almost twice as quick—from 3 to weeks—it is also more expensive. The cost of the goods should result in a decrease in both the price and the delivery time.
Social media is the primary means of promotion, including organic posts and focused advertising. The middle class of Eastern Europeans should be the target of an advertising campaign launched on Facebook, Instagram, and Twitter. Google search advertising will also be crucial because it will direct interested customers to the Amazon website. As was already mentioned, Amazon’s advantage in Eastern Europe is the availability of exclusive goods. Therefore, the business must work with bloggers who will not only buy products for themselves but also demonstrate and advertise the marketplace to their audience promoting the marketplace.
Conclusion
Gathering feedback from customers and those who visited the site but did not make a purchase is another step in the campaign’s implementation. After completing all these steps, monitoring the campaign and making adjustments is crucial. The effectiveness of the ads must be evaluated using Google Analytics and Facebook Ads, as well as sales reports. Amazon should change the ad target and analyze the feedback to identify the issue if the desired results still need to be obtained.
Works Cited
Majed, Sadq, et al. “Analyzing the Amazon Success Strategies.” Journal of Process Management. New Technologies, vol. 6, no. 4, 2018, pp. 65–69.
Yoo-Nah Hahn, et al. “A Brief Analysis of Amazon and Distribution Strategy.” Journal of Distribution Science, vol. 16, no. 4, 2018, pp. 17–20.
