New Delhi Institute of Management (NDIM)
MANAGMENT 204
Amazon.com Inc. uses its marketing mix as a powerful approach to attract consumers to its e-commerce website. A company’s marketing mix or 4Ps (Product, Place, Promotion and Price) is the combination of strategies and tactics used to implement a marketing plan. In this regard, Amazon reaches out to its target online m
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Amazon.com Inc. uses its marketing mix as a powerful approach to attract consumers to its e-commerce website. A company’s marketing mix or 4Ps (Product, Place, Promotion and Price) is the combination of strategies and tactics used to implement a marketing plan. In this regard, Amazon reaches out to its target online market through its marketing mix, which focuses on the place and price components as major selling points. As the biggest e-commerce organization in the world, Amazon continually faces increasing competition, which can reduce the company’s market share and global growth potential. To address this issue, the company must ensure that its marketing mix is upto-date relative to market trends. Through a suitable marketing mix, the company enables organizational resilience while supporting innovation for long-term competitiveness of its online retail business. Amazon’s marketing mix (4Ps) is designed to take advantage of the online nature of the company’s e-commerce operations. The components of this marketing mix enable competitiveness and international growth while Amazon.com Inc. innovates its services. 1. Amazon Product Strategy: The product strategy and mix in Amazon marketing strategy can be explained as follows:
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