Amazon’s Entrance to the Australian Market

Currently, the world is experiencing an ever-changing demand for goods and commodities due to the increased technology. This technology has led to an increase in different ideas and new products to satisfy the human needs. This change has led to the rise in the number of companies as well as businesses all over the world (Yang, 2018). As a result, consumers have been given an opportunity to choose between varieties of commodities that are offered by the different companies.  Having many businesses in the same industry has also led to increased competition for the available market among the activities. Now, what make the difference between businesses are the strategies that they apply in their ways of doing business. The competitive firm is one that has the best marketing strategy to enable them to acquire the largest market share in the available market (Williams, 2018).  In addition, the company marketing strategy determines the competitive advantage that the company has.

Amazon is a great retail business that has branches all over the world. Our retail business has its operations based on selling commodities online. The company has been experiencing very significant changes in development over the past years. Therefore, it has been expanding to almost all parts of the world. In addition, the company has also diversified the products that they offer and are now selling everything. Australia for a long time has been able to shop from the amozon.com site. However, the company is now extensively expanding to the country. The company is becoming part of the country, and most people are willing to shop from the business. The success of the company in the country raises many questions and gives the following research an objective. What are the strategies that the company is using to be able to gain this entire market share to it?

Amazon sells different commodities to different peoples in the country. The company has extended to a range of specialties including clothing, beauty products, baby items, books, home wares, music, stationery, electronics, toys, and video games. Buying merchandise at Amazon requires that you have an account to access the customer services. The statement is free, and anybody who is interested can set up for himself or herself. The people who have an existing United States accounts can use the same logins to buy commodities from the retail shop. The process of buying from the retail shop directly has been adjusted through the Amazon project. This project allows you to purchase without having to line up while making payment. You only need to go and pick things from the shelves, and the machine will automatically deduct your payment after you have left the store.  

Amazon’s Marketing Strategies in Australia

The company entrance to Australia was officially announced on April 20, 2017. The company entered the new market was a bit expensive but possible due to the marketing strategies applied by the company (Kaur, and Wadera, 2018). The country had big marketing plans in the state because it had identified a market potential with the Australian residents. The company entry required many strategies to be able to maintain the market share in the other countries. After the entrance, Amazon has been able to acquire a large market share in the country. It has also been able to gain a competitive advantage over other retail businesses in the country (Singh, Ranjan, and Mittal, 2018). Therefore it is necessary for us to think about the marketing strategies that the company employees to be able to acquire the great competitive advantage.

The Amazon marketing strategy in Australia is dependent on the following pillars. The company uses the six strategies to be able to make their services different as well as acquire competitive advantages over the other retail businesses. Primarily the company has ensured that it has provided the customers with a wide range of commodities (Turban et al. 2018). Amazon, therefore, has been able to attract many customers because customers are motivat1ed by the fact that they can shop for everything under one roof. This also allows for efficiency, as the customers do not waste time moving around looking for commodities from other businesses. Therefore, the company has acquired a significant market share, as it can provide the customers with a wide variety of commodities (D’Arconte, 2018.)  Other than having a wide range of specialties, the company can sell their products at a more competitive price as compared to other businesses.

Secondly, the company uses an interface that is friendly to the customers in their marketing.  The company can communicate everything to its clients in a practical way as well as get feedback from them (Biraglia, Gerrath, and Usrey, 2018). The interface allows for direct interaction between customers and the attendants in the store. The online trading platform also allows the customers to be able to make their purchases easier and in a convenient way. As a result, many people are willing to be part of the business by being customers to the market. This has led to increased customers and therefore the competitive advantage of the company.  

It has been noted that the company marketing expenses have been increasing over the years from the time it entered Australia. This is because the company has invested a lot in communication and advertisement. It is known that price based policy does not work well as compared to when people talk about their commodities (Hulland, Baumgartner, and Smith, 2018). Therefore the company has invested more in telling more about their products and offered to the customers. This is through online advertisement through the social media as well as direct communication in different advertising media (Jaworski, 2018). The company has embarked on a massive advertising strategy with an objective to communicate more about their products. The company integrates media and print advertisements, direct marketing and public relations, experience and events, as well as sale promotion. The business gives a specific focus to media and print advertisement and elements of sales promotion of the communication channels.

Recommendations for Amazon

 The company also focuses on the leadership values in the effort of becoming more competitive as well as gaining more significant market shares (Bolton, and Shankar, 2018). The Company has tried all it can to obtain more from the human recourses. People who work in the store have a challenging experience. This is because the workers are expected to undertake workloads and most of the time sacrificing most parts of their lives. The leadership values of the company consist of 14 principles that guide the way the company is run. These principles include diving deep, insisting to the last extent, and leading by example. The leaders of the retail businesses are well equipped with the 14 laws and working towards the goals of the company.  

On the other hand, the company is also striving to make their ecosystem strong. This involves the company’s app developers, merchants, writers, publishers, reviewers, analysts, journalists and the information market of commentators (Hänninen, Smedlund, and Mitronen, 2018). The company aims at obtaining the most significant benefit from each aspect of the ecosystem. The leaders of the company are also struggling to enhance the excellent relationship between the company and each of the components in the company’s ecosystem.  Therefore, the company has been able to diversify its operations is not classified to belong to a particular industry. The company has been noted as the company that takes the right decisions for the customers (Rossman, and Euchner, 2018). As a result, the company has acquired more customers as well as competitive advantage over other retail businesses in Australia.

Finally, yet importantly, the company has uncompromised attention towards the services offered to the customers. At the core of the company’s marketing strategy is where customer obsession has been placed. Amazon does not focus on the short-term profits but long-term benefits. Therefore, the company seeks to get the royalty from the customers to ensure that they remain focused on shopping from their retail. The company does not concentrate on the competition too much but focuses on their customers. The company focuses more on meeting the customer’s desires to ensure that customers always want to shop from the retail.

Amazon is a great company and has been able to extend to many different parts of the world. The company is applying good marketing strategies that lead to increased competitive advantages of the company as well as market share. However, the company is still facing a lot of competition from other Australian businesses that deal with the same commodities and apply the same marketing strategies. Therefore, the company needs to improve on their approach to be able to emerge as the best retail business in the world. Here are some recommendations for the company.

First, the company should utilize sporting activities as well as sports stars in their advertisements. This is because many people in the world are involved in the sporting activities and love different sports starts with all their passion. By advertising their commodities using different sports stars, the company will be able to acquire a more significant portion of the available market more so those who love sports (Henry, 2018). The quality of the commodity can only be expressed using the success of the stars. Comparing the success of the stars with the variety of goods provided by the company is a good step towards acquiring competitive advantages over other markets.

Many companies use a price-based strategy in their marketing strategies. This is in the effort of gaining more customers as well as maintaining the existing customers. However, this method is costly and needs to be substituted with a more efficient manner. The company should use a storytelling strategy where customers are given a chance to express their experiences in the stores.  When other people hear what others are saying about the services offered by the business, they will be motivated to try the same.  As a result, the company will gain more customers as and therefore increase in profits made.  

Conclusion

 In conclusion, marketing strategies applied by a business may lead to its success or failure. A company that employs a good marketing strategy can acquire competitive advantages over the other companies and therefore able to receive the largest market share in the available market. This has been illustrated above where Amazon business through its strong marketing strategy has been able to emerge as one of the best retail stores in Australia.  It is therefore always good to learn the best approach from such businesses.

References

Birbiglia, A., Gerrath, M.H. and Usrey, B., 2018. Examining How Companies’ Support of Tourist Attractions Affects Visiting Intentions: The Mediating Role of Perceived Authenticity. Journal of Travel Research, 57(6), pp.811-823.

Bolton, R.N. and Shankar, V., 2018. 5. Emerging retailer pricing trends and practices. Handbook of Research on Retailing, p.104.

D’Arconte, C., 2018. Business Intelligence applied in Small Size for Profit Companies. Procedia computer science, 131, pp.45-57.

Hänninen, M., Smedlund, A. and Mitronen, L., 2018. Digitalization in retailing: multi-sided platforms as drivers of industry transformation. Baltic Journal of Management, 13(2), pp.152-168.

Henry, C., 2018. Leadership and strategy in the news. Strategy & Leadership, 46(3), pp.54-59.

Hulland, J., Baumgartner, H., and Smith, K.M., 2018. Marketing survey research best practices: evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46(1), pp.92-108.

Jaworski, B.J., 2018. Commentary: advancing marketing strategy in the marketing discipline and beyond. Journal of Marketing Management, 34(1-2), pp.63-70.

Kaur, J. and Wadera, D., 2018. Affiliate Marketing Strategy of Amazon India. In Driving Traffic and Customer Activity Through Affiliate Marketing (pp. 33-50). IGI Global.

Rossman, J. and Euchner, J., 2018. Innovation the Amazon Way: An Interview with John Rossman John Rossman talks with Jim Euchner about how Amazon manages to be both operationally excellent and disruptively innovative. Research-Technology Management, 61(1), pp.13-22.

Singh, A., Ranjan, J. and Mittal, M., 2018. Big Data and Behavior Analytics in Marketing. In Handbook of e-Business Security (pp. 225-242). Auerbach Publications.

Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2018. Social Commerce: Foundations, Social Marketing, and Advertising. In Electronic Commerce 2018 (pp. 285-324). Springer, Cham.

Williams, C., 2018. The streaming arms race: Original VOD programming in Australia. Metro Magazine: Media & Education Magazine, (195), p.116.

Yang, D., 2018. Has the arrival of Amazon altered the market structure for consumer electronic goods in Australia?.