Amazon’s entry into the Australian market

Marketing is considered as one of the important parts of the company as it assists the company to focus on the target audience by considering the marketing activities. Marketing is a wide concept and it takes into consideration various aspects like promotion, advertisement and also the demand and need of the customers. It is important for the companies to focus on marketing activities so that goals and objectives can be attained easily.

In the present era, Amazon in Australia takes into consideration various marketing strategies so that growth can be maintained in the market.  The company is considered as one of the largest company in the e commerce sector but there are various challenges that are faced by the company in the competitive market. The challenges are faced just because of the large companies present in the market like Wes farmers and Woolworths.  It is important for the company to consider the marketing strategies so that growth can be attained in the competitive market.

In 2013, Amazon entered into the Australian market by focusing on the strategy like Glocal. With this strategy the company entered into the market and the aim of this strategy is to think local and go global.  With the help of this strategy it has been seen that company enhanced the market share and also the company focused on target audience.  There are various discounts and offers which are given by the company so that it can be easy to maintain the organizational performance.  Also the company opened various centers or warehouses so that storing, packaging and other activities can be managed in a proper manner. This has also given positive impact on the delivery time of the company. Amazon Australia was also established in the year 1994 by Jeff Bezos (Amazon, 2018).  The company entered into the market in November 2013 and also the company maintained its image in the market by considering various marketing strategies.

The Nature of Amazon Australia’s Marketing Strategy

It has been examined that marketing strategy is considered as long term approach that focuses on the basic goals so that it can be easy to attain the competitive advantage.  There are various factors which are related with marketing strategy. Marketing strategy takes into consideration various factors like demand and wants and also behavior of the customers. By focusing on these aspects it is important for the company to consider effective strategies so that goals can be attained in the competitive market (Price, 2016).

Marketing strategies to maintain growth in Australia

The company also considered the basic marketing strategy at the time if enhancing its business activities in the other parts. Also the company considered same strategy at the time of entering into the Australian market.  The marketing strategy which is implemented by the company is Glocal strategy that assisted the company to accomplish goals and objectives. This strategy is beneficial for the company as it helped to consider the behavior of the customers and also the needs of the customers can be fulfilled by considering this strategy(West, Ford and Ibrahim, 2015).

To attract customers it is essential for the company to maintain its brand image in the Australian market. The company considered traditional and also non- traditional form like marketing and promotion. These platforms helped the company to enhance the awareness of the customers and also the company maintains its image in the market.   There are promotional activities which has the major role in the target market so that it can be simple to attain the competitive advantage. The decisions which were taken by the company to enter in the Australian market were risky because in Australia there is not much advancement in technology and usage of internet.  By emphasizing on the speed of internet it has been investigated that Australia is one of the 50^th position across the world. If focus is given on the total sales it has been seen that in the Australian market it is 8%. In context to this the company faced various challenges in setting up the presence in the market which also assisted to attract more talented candidates.  The company also maintained its good position in the market which created reliability in the mind of the customers (Kim, Shin and Min, 2016).

Strategic Marketing Options for Amazon Australia moving forward

It has been investigated that Australia is considered as the largest market in ecommerce companies. By focusing on the last five years it has been seen that Australian ecommerce sector has enhanced its operations by 10% and it is expected to enhance at the rate of 11.7% (Amazon.com, 2018).

 One of the reasons for the growth is related with the new online shopping companies and also there are various payment options which are available with the customers. It can be analyzed that if comparison is made with the e- commerce companies it has been seen that Amazon is far behind from the companies like Coles.  To maintain the competitive advantage it is necessary for the company to focus on expanding the product offering by offering effective delivery options to Aussies.  This will also assist the company to attract more customers to towards online platform. It has been investigated that with the fast delivery option the company has the chance to enhance the transaction in the competitive market. This can also help to enhance the market share which is beneficial for the company (Huo, Qi, Wang and Zhao, 2014).

Promotion through various channels

By focusing of the products which are offered by the company, it has been seen that the company should analyze the overall demand of the products and services.  This will also boost the overall performance of the company with enhancing the satisfaction level of the company. There are various strategies which should be considered by the company in the Australian market so that performance can be maintained.

Email marketing

This is considered as one of the promotional platform.  In the Australian market it has been seen that internet users are many so utilization of the digital marketing strategies can be a good choice that can help to enhance the demand of the target audience. With this it can be simple to enhance the customer base of the people (Singh,Singh and Shriwastav, 2018).

Video product review

If this feature is added in the website of the Amazon Australia it would be the best experience for the users.  It can also help the consumer to enhance their experience towards the services offered by the company.  By considering this feature it has been seen that customers can easily review the products by seeing the video. This can help the customers to get knowledge about the products and services in the market and also it will reduce the number of products which are returned back by the customers (Xu, Chen and Santhanam, 2015).

Search engine

This is also considered as the platform that can help the people to search anything by considering yahoo and goggle. When the users search the products it can be seen that results which they will get will be related to the products sold by the company. It will also impact the overall revenue and also sales of the company.

The company should also emphasize on non-traditional media strategies so that it can be easy to target the audience who are not using social platform or digital medium. It has been examined that company is offering the range of products in the market in less price which is beneficial to attain large market share. It has been seen that company also considered Amazon prime in the market so that it can be easy for the customers to purchase the products (Pandit and Poojari, 2014).  In this service the products are delivered to the customers in less time which has also enhanced the overall satisfaction level of the customers.  Also the company should focus on introducing new products in the market so that demand of the customers can be fulfilled. It will also help the company to enhance the market share in the competitive market (Becerril-Arreola, Leng and Parlar, 2013).

Challenges and opportunities in the Australian market

Conclusion 

By analyzing the entire paper it has been concluded that Amazon is considered as the largest company in the e- commerce sector. In the recent scenario, the company is managing the activities in more than 188 countries and also the products are delivered on the international platform.  Amazon has brought change in delivering the products to the customers. It has been seen that the aim of the company is to enhance the satisfaction level of the customers so that success can be achieved in the competitive market.

The company also considered various strategies in the market that can help to maintain the image in the market. It is important for the company to focus on the strategies so that it can be easy to aware the customers about the services and products which are offered in the market. By focusing on these strategies it can be simple for the company to attain success in the competitive market. So, the company should take into consideration effective strategy to enhance the growth in the competitive market.

References 

Amazon. 2018. Amazon in Australia [online]. Available at: https://blog.aboutamazon.com.au/amazon-in-australia. [Accessed 20 Sep. 2018].

Amazon.com.au., 2018. Amazon.com.au: Shop online for Electronics, Apparel, Toys, Books, DVDs & more. [online] Available at: https://www.amazon.com.au/ [Accessed 20 Sep. 2018].

Becerril-Arreola, R., Leng, M. and Parlar, M., 2013. Online retailers’ promotional pricing, free-shipping threshold, and inventory decisions: A simulation-based analysis. European journal of operational research, 230(2), pp.272-283.

Huo, B., Qi, Y., Wang, Z. and Zhao, X., 2014. The impact of supply chain integration on firm performance: The moderating role of competitive strategy. Supply Chain Management: An International Journal, 19(4), pp.369-384.

Kim, N., Shin, S. and Min, S., 2016. Strategic marketing capability: Mobilizing technological resources for new product advantage. Journal of Business Research, 69(12), pp.5644-5652.

Pandit, V. and Poojari, A., 2014. A study on amazon prime air for feasibility and profitability: A graphical data analysis. IOSR Journal of Business and Management, 16(11), pp.06-11.

Price, R., 2016. Controlling routine front line service workers: an Australian retail supermarket case. Work, employment and society, 30(6), pp.915-931.

Singh, G., Singh, H. and Shriwastav, S., 2018. Improving Email Marketing Campaign Success Rate Using Personalization. In Advances in Analytics and Applications(pp. 77-83). Springer, Singapore.

West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage. Oxford University Press, USA.

Xu, P., Chen, L. and Santhanam, R., 2015. Will video be the next generation of e-commerce product reviews? Presentation format and the role of product type. Decision Support Systems, 73(2), pp.85-96.