Amazon Marketing Strategy Audit

Executive Summary

The report is a marketing strategy plan of Amazon, one of the top online retailing brands acknowledged by many people around the world. Amazon.com obsessed with the inspiring vision statement to be “Earth’s most customer-centric company while the mission of Amazon which consistent with the vision statement, “To leverage technology and the expertise of our invaluable employees to provide our customer with the best shopping experience on the Internet” (Vladimir, 2010). Successfully positioning as a Glocal (Go global Act local) e-commerce giant, Amazon has become a reliable company where one can purchase anything and get it shipped to any distant locations. Going beyond the US market, Amazon currently has its subsidiaries in different countries such as Europe, Australia, Brazil, Japan, China, and India. Currently, Amazon is chasing the chance of fostering its business in China because it has invested a huge amount of money in this market. Besides, the company is also aware of the potential development of entering the new market in Vietnam due to its rapid growth of economy and Internet users in Southeast Asia area. As a result, the report will offer an objective evaluation of both opportunities, thus focus on the one appropriated with Amazon’s SCA, strengths and capabilities.

According to the previous marketing audit, Amazon has applied successfully two integrated generic strategies including innovation and relationship strategies over two decades. Notwithstanding, the firm currently perceives the more essential of relationship generic strategy over time while developing its brand to increase the recognition of customers toward Amazon, thus brand strategy eventually becomes a strong feature as well. To entering Vietnam market, the company should use the combo branding-channel generic strategies with the major branding strategy. The fundamental of the branding strategy is the spread of branding in every facet of the company including its advertising (Cravens et al, 2000). Meanwhile, the nature of channel/relationship strategy concentrates on the control of distribution channels like suppliers and customers as the essence of the company’s marketing strategy.

Standing at the number one in the US market as the leader of the online retailing company, Amazon will become a challenger in Vietnam if it decides to enter this new market. Therefore, branding strategy is the domination in the combo branding-channel strategies because the company needs to position in the minds of targeted customers as the leader of innovation of product as well as excellent customer service. Furthermore, Amazon can establish relationships with its stakeholders through channel strategy to obtain an advantage cost in delivering and trading goods, thus Amazon customers can buy low-price and high-quality products. Even high appreciated in several attributes including customer services, innovation, and branding, the company still have to improve features comprising reliability, price and ordering, packing & delivering process to catch up with local entrants. The company has adequate inherent capacities including good leadership, strong R&D investment, and marketing resources to utilize the combo branding-channel strategies for developing in the Vietnamese market.