Amazon Australia’s Market Situation

Marketing is one of the important aspects that can help the company to achieve success in the high competition level. Through marketing the company can focus on the target audience and through this it can also be easy to attain the large market share. Marketing is the broad concept that focuses on various aspects through which products and services can be introduced in the market.  There are various aspects that relates to marketing like it has been seen that marketing can be done by taking into consideration promotion, advertisement and also the overall customer requirement. It is essential for the companies to emphasize on marketing so that it can be simple to achieve the desired goals.

By analyzing the present scenario, it has been examined that Amazon Australia emphasizes on the marketing concepts as it can help to attain the large market share.  Amazon in Australia is the well-known company in the e- commerce sector but there are many issues which are faced by the company just because of the competitors who are present in the market. The competitors who are present in the market are many like Wes farmers and Woolworths. To give tough competition to the competitors it is necessary for the company to take into consideration the marketing strategies so that growth can be maintained.

Amazon Australia started its operation in 2013 and it has been seen that the strategy which is taken into consideration is related to Glocal.  This strategy is the best strategy as it helps to enter into the market with the motive of earning profits and success. It has been analyzed that the company is the largest US online retailer and it was established in 1994.  There are various products which are sold by the company like clothes, accessories and food products. Amazon Australia also has own websites and it is known as the second largest organization. The overall revenue of the company is US $1 TRILLION and the overall employees of the company are 5666,000 employees (Rollins and Calabrese, 2016).

It has been investigated that company focused on the long term approach that take into consideration various goals so that growth can be attained. Market strategies take into consideration various aspects like need of the customers. Amazon Australia focuses on various marketing strategies so that it can be easy to manage the entire activities of the company.  The strategy which is glocal strategy helps the company to evaluate the customer behavior and also through this they can take effective steps which are necessary to achieve success in the high level of competition (Desjardins, 2017).

Marketing Strategies of Amazon Australia

Cost strategy is also one of the strategies which are considered by the company to achieve growth in the market. In this the products of the company are offered at low price by the company to its customers. By giving products at low price it has been seen that demand of the products can be enhanced easily. This strategy is considered so that competitive advantage can be attained and also it has been seen that products are offered at the low price which will help to earn more revenue (Nagle and Müller, 2017).

The company emphasizes on the overall customer experience by providing the products at low price. It has been examined that on special occasions the company offers various products in the market at low price and due to this the customer get attracted towards the products and services of the company. Due to this strategy it can be easy to maintain the customer loyalty. There are many cost leaders who are offering products but to differentiate themselves it is important for the company to focus on giving discounts and offers (D. Banker, Mashruwala and Tripathy, 2014).

It can be examined that to attract the customers towards the products the company tries to consider various marketing strategies like focus strategy in which the aim of the company is to focus on the resources so that it can be easy to enhance the market share. This strategy is considered by the company so that it can be simple for the company to satisfy the need of the customers.  It is one of the generic strategies which are considered by the company so that it can be simple to expand the market share.  Amazon Australia offers various products in the market and through this it can be simple for the company to sell new products in the market at low price. It also helps the company to enhance its market share as it has been seen that if the need of the customer is satisfied then demand for the products also enhances (Kim, Shin and Min, 2016).

The main focus of the company is to enhance the satisfaction level of the customers so that it can be simple to attain the large market share.  Also the quality which is offered by the company emphasizes on enhancing the satisfaction level of the customers. This strategy emphasizes on building the customer relationship by focusing on their wants which is necessary to be fulfilled. Amazon Australia also focused on maintaining the brand image. There are various traditional and non-traditional marketing forms.  It has been seen that through this platform it can be easy for the company to give knowledge to the customers as it maintains the overall image of the company. It has also seen that there are various decisions that are considered by the company but it is not successful in the market.  By considering these strategies it has been seen that company attained good marketing position which is beneficial for the company (Rollins and Calabrese, 2016).

Glocal Strategy

When focus is given on the entire activities of the company it has been seen that the activities of the company enhanced by 10% which is one of the best rate to achieve growth in the market. It has been seen that company achieved success and also the demand of the products enhanced just because of the discounts and effective payment options given by the company. It is important for the company to maintain the large market share and it can be done only when the products are offered in an easy way. Amazon Prime is also introduced by the company which boosted the entire sales as the products are delivered in less time which impacts the overall satisfaction level of the customers. Fast delivery option can also help the company to maintain good image in the market. This can also assist the company to grab the large market which is important for the company as through this the overall competitive advantage can be maintained (Voigt, Buliga and Michl, 2017).

One of the strategies which are related to long term strategy approach should be considered as it can help to achieve long term goals. It has been seen that company should focus on introducing the products in the market so that for long time it can be easy for the company to maintain its position in the market. This strategy can help the company to company to attain its objectives for the long time in the high level of competition. The best example of this can be related to Amazon web series in which the company takes into consideration million of the customers. These web series are used by many companies and it has been seen that through this it can be easy for the company to startup the business for the long time.

Next strategy that should be taken into consideration by the company is related to review of the products strategy in which the focus should be given on reviewing the products as it can help the customers to analyze the products in a proper manner. It is necessary for the company to take video of the pictures in high quality so that the customer can easily view the picture of the products and can purchase it (Xu, Chen and Santhanam, 2015).  It has been seen that in the present time the company focuses on introducing the products with the videos so that customer can review the products in a proper manner and it will also help to maintain goodwill in the market. This feature is something unique and the products should be presented in a proper manner so that customers can be attracted towards the services and products offered by the company (Kantor and Streitfeld, 2015).

Cost Strategy

The company should also focus on search engine strategy as it has been seen that through this strategy it can be easy for the customers to search the relevant products which is necessary. Search engine strategy is link with the Google in which if customer search the products then it can be easy for them to review the products sold by the company. It is considered as one of the best strategy that can help the company to accomplish the entire goals and objectives (Rothaermel, 2015).

Promotion strategy is also one of the best strategies that should be considered so that the relation with the customers can be maintained. It has been seen that advertisement is considered as the best method that can help the company to attain large market share. The advertisement given through promotion should be attractive enough so that it can be easy to grab the attention of the large market. It has been seen that there are many companies who achieve success just because of effective promotional strategies. Promotional strategy shows direction to the company so that they can achieve the goals in the high level of competition. In the present era every individual is using the social platform which helps to promote the products and services in the market. Like by seeing the pictures on the social media sites the customers can be induced to purchase the products which are one of the opportunities for the company to enhance the entire sales. By promoting sales it can be seen that customer can easily enhance the entire revenue of the company which is necessary to compete with the high level of competition prevailing in the market (West, Ford and Ibrahim, 2015).

Email marketing is also considered as the strategy that can help the company to achieve success in the high level of competition. This is one of the promotional strategies which should be considered by the company so that it can be easy to accomplish the entire goals and objectives. The digital marketing strategies can also help the company to accomplish the goals and through it has been seen that direct impact can be seen on the overall demand of the products in the market (Wensley, 2016). 

Conclusion 

So, by focusing on the entire report it has been concluded that Amazon Australia is considered as one of the largest company and just because of its image in the high competitive market the company is able to attain the entire goals and objectives. Also the company can easily enhance the customer experience which will directly affect the overall activities of the company in a positive manner. Amazon also has the large platform that focuses on selling goods and services to the customers.

It has been seen that when the company introduced Amazon prime, the sales of the products enhanced because the customers are focused towards purchasing the products on time. It has also helped the company to achieve growth and success if comparison is made with the competition that are present in the competitive market.  It is necessary for the company to focus on email marketing and also on promotional strategy so that it can be simple to maintain the good image in the market. It is necessary for the company to take into consideration these strategies so that company can expand its operations of the large platform and through this it can be easy to achieve profits.

References 

1. Banker, R., Mashruwala, R. and Tripathy, A., 2014. Does a differentiation strategy lead to more sustainable financial performance than a cost leadership  strategy?. Management Decision, 52(5), pp.872-896.

Desjardins, J., 2017. Breaking Down How Amazon Makes Money [online] Available from: www.visualcapitalist.com/breaking-amazon-makes-money/ [Accessed 23/09/18]

Kantor, J. and Streitfeld, D., 2015. Inside Amazon: Wrestling big ideas in a bruising workplace. New York Times, 15(6), pp.74-80.

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.

Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more profitably. Routledge..

Rollins, T. and Calabrese, A., 2016. Amazon. com. In Global Media Giants (pp. 427-441). Routledge.

Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.

Voigt, K.I., Buliga, O. and Michl, K., 2017. Creating the Global Shopping Mall: The Case of Amazon. In Business Model Pioneers (pp. 67-77). Springer, Cham.

Wensley, R., 2016. The basics of marketing strategy. In The marketing book (pp. 75-107). Routledge.

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.