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MKT00720 – Marketing Session 2, 2018 Assignment 2: Report (on Amazon Australia) Core Information: Due: Due by 11.00pm AEST, 23 th September 2018 Weighting: 30% Individual/Group Individual Word limit:...

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MKT00720 – Marketing

Session 2, 2018

Assignment 2: Report (on Amazon Australia)

Core Information:

Due: Due by 11.00pm AEST, 23th September 2018

Weighting: 30%

Individual/Group Individual

Word limit: XXXXXXXXXXwords in total (plus or minus 10%)

Aim

The purpose of this assignment is to again provide you with an opportunity to apply knowledge, theory, frameworks and tools from the early part of the unit to an analysis of the strategy and strategic practices of a real organisation. In this assignment, you will work to analyse the strategies pursued by the Amazon Australia since its creation. You will evaluate marketing-related strategies and their effectiveness and relate to be real-life experiences and relevant research to look at core marketing theory. The aim is to provide experience of marketing analysis and practice and to determine your ability to relate real marketing strategy to theory and research.

The Overall Task

In increasingly competitive markets, consumers have a greater choice over where they buy their goods and services. For an organisation to meet its business objectives, it has to find out what consumers require and then identify the best way in which it can satisfy these needs and wants. Creating a competitive advantage can be difficult. A unique marketing strategy with clear objectives is vital to ensure effective promotional activity.

Your task in this case analysis is to answer two questions by critically analysing Amazon Australia’s market situation. Please do not just describe events, although you should read Amazon Australia’s history to understand the background to your analysis. You should use the principles and concepts that you have learned throughout the unit to answer the following two questions:

1. What marketing strategy or strategies has Amazon Australia has adopted since it was created? Answer this question by applying one or more of the theoretical approaches discussed in the course.

2. What marketing options can you describe for Amazon Australia if it wishes to remain a successful organisation throughout the next decade? Answer this question based on the circumstances that exist in 2018 and your best forecasts of relevant future industry factors.

These are wide-ranging questions and you should undertake extensive independent research into Amazon Australia and its industry. You should explore different aspects of these issues and incorporate them into your report. This is a practical assessment of a real company, but you need to show an understanding of theory and research in your evaluation and suggestions.

Process

1. Begin to gather information about Amazon Australia and its marketing-related strategies. There are a range of sources you can make use including the company’s own corporate website and related publications, academic journals, business press and media and so on. The quality business press such as Forbes or Business Week or the Economist are in some ways good places to start.

2. However, you need to begin to study relevant course materials as the task requires you to analyse and evaluate Amazon Australia’s marketing strategy in relation to theory, frameworks and research.

3. Consider each of the two questions carefully and begin to relate practice to theory in an attempt to answer each of them. The questions explicitly direct you to specific aspects of the unit material and to specific types of models, tools and theories.

4. It should be clear that there is no definitive right answer here. This also mirrors reality, in that companies are not able to find a single solution or pathway; they have to make difficult choices from alternatives. In the light of that try to explore different aspects of the two questions – there are no ‘correct’ answers and lots of valid arguments for and against all kinds of alternatives. The merits of your argument will depend to a large extent on how much evidence you can cite to support your point of view; that is why this is called a research project.

5. Write up your analysis. This should be in a report format. Here is a suggested structure:

a. Executive Summary

b. Introduction

c. Background to the Company

d. Marketing Analysis

i. The Nature of Amazon Australia’s Marketing Strategy or Strategies since it began.

ii. Strategic Marketing Options for Amazon Australia moving forward

e. Conclusion

f. References

g. Appendix

Ensure that you have related the real conditions of the company to theory and research and that you have read, cited and referenced appropriate academic material as well as more popular sources (which also need to be properly referenced).

6. Submit the report via the Turnitin Submission Link (under Assessment Details on the Blackboard site)…be fully aware of the plagiarism rules in the School; plagiarism will not be tolerated.

7. The marking criteria for the assignment can be found on the following page. They are published to give you detailed guidelines about the way in which your mark will be calculated. Please read them carefully. Note that they are a guide, not a definitive formula for allocating marks, and no set of criteria can accurately describe every possible assignment. Your final mark will reflect the application of academic judgement by your marker to your whole assignment.


Marketing – MKT00720 (Session 2, 2018)

Assignment 2: Report (on Amazon Australia)

Ratings and Comments According to Criteria

Mark

Executive Summary

Provides a properly constructed and correct length executive summary:

Excellent Very Good Good Satisfactory Needs Development Poor

The executive summary provides a brief overview of the purpose of the report and an effective summary of its content:

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/5

Introduction.

Properly describes the task and sets up the report content that follows:

Excellent Very Good Good Satisfactory Needs Development Poor NA

Places the assignment in context in terms of discussing the nature and importance of marketing strategy and its relation to the success (or otherwise) of companies such as Amazon Australia:

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/5

Background to the Company

Provides a clear, sufficiently detailed and properly referenced account of Amazon Australia’s emergence and development as a company:

Excellent Very Good Good Satisfactory Needs Development Poor

Provides a clear, sufficiently detailed and properly referenced account of Amazon Australia as a company, for example, type of company, size, industry, basic performance data etc:

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/10

Marketing Analysis

The Nature of Amazon Australia’s Marketing Strategy or Strategies since it began.

Identifies and discusses the marketing strategy or strategies pursued by Amazon Australia:

Excellent Very Good Good Satisfactory Needs Development Poor

Relates the strategy/strategies pursued by Amazon Australia to theories, models and research:

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/30

Strategic Marketing Options for Amazon Australia moving forward

Provides an analysis of Amazon Australia’s current situation from a strategic marketing standpoint:

Excellent Very Good Good Satisfactory Needs Development Poor

Demonstrates capability in applying marketing-based analytical tools:

Excellent Very Good Good Satisfactory Needs Development Poor

Provides plausible recommendations for a marketing strategy that promises to move it forward successfully:

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/30

Conclusions:

Draws sensible conclusions based on the analysis and discussion:

Excellent Very Good Good Satisfactory Needs Development Poor

Conclusions reveal key learning to be taken from the analysis:

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/10


Technical and Professionalism Aspects of the Report

In-text citations and proper referencing (note: an absence of in-text citations and referencing may lead to penalties beyond the marks allocated for this criteria point):

Excellent Very Good Good Satisfactory Needs Development Poor

Appropriate sources used and referenced:

Excellent Very Good Good Satisfactory Needs Development Poor

Presented in well-thought out, consistent, readable form/appropriate length:

Excellent Very Good Good Satisfactory Needs Development Poor

Style, spelling, grammar and syntax

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/10

Summary Comments as Necessary:

Answered Same Day Aug 11, 2020 MKT00720 Southern Cross University

Solution

Soumi answered on Aug 15 2020
141 Votes
1
MKT00720 – MARKETING SESSION 2, 2018
ASSIGNMENT 2: REPORT (ON AMAZON AUSTRALIA)
Name:
Student Number:
a. Executive Summary
The report discusses the retail marketing strategy of the Amazon Australia since its inception. It analyses the same by taking various theoretical frameworks into consideration such as market entry strategy, marketing mix,
and equity, market segmentation among others. It introduces the Amazon as a global online-retailer and as a technological firm and analyses the retail-market scenario of Australia. The report also mentions futuristic marketing strategy, Amazon should adopt to steer clear of the competition. Technology and Innovation are the twin-pillar on whose strength it is likely to be recognised as the most valuable company in the world in the future, therefore Amazon should continue to invest in research. Finally, it acknowledged that Australia is unlike US market, largely because of difference in population and geographical areas. Therefore, it must be patient and gradually develop in the region after learning the buying behaviour of customers’.
Table of Contents
a. Executive Summary    2
. Introduction    4
c. Background: Amazon Australia    4
d. Marketing Analysis    4
i. Marketing Strategy    5
ii. Strategic Marketing Options    5
e. Conclusion    7
f. References    9
. Introduction
E-commerce business in Australia is growing at the rapid pace, registering annual growth rate of over 6.0% as compared to the previous years. In 2017, Australians spent about $2 billion per month on online shopping. Taking into consideration the e-commerce market boom, lot of players like Amazon and Alibaba are eager to enter into Australia’s ecommerce market. This report discusses the strategy of Amazon Australia from the marketing viewpoint using theoretical approaches like segmentation, positioning, 4 P’s, lifecycle among others, and analysis the strategies. which can help it remain at the top throughout the next decade.
c. Background: Amazon Australia
Amazon is an e-commerce powerhouse that started its journey as a bookstore in 1994 was founded by Jeff Bezos in US. It is amongst the top 4 most valuable company in the world. Amazon logo has an a
ow, which looks like a smile, points from A to Z, indicating that they sell everything from A to Z and not just books. When a customer purchases the product from Amazon Australia, the product is sourced from Amazon’s marketplace. which are local independent small businesses, while in some cases, Amazon ships products from its own warehouse, which includes Amazon’s own-
and line of products (Anesbury et al. 2016).
After successfully operating its business in US, Amazon expanded its business in other foreign location and launched business and websites customised to the local environment. For Example, Amazon.in for Indian market or Amazon.au for Australians. This meant that customers could purchase wide-range of products at relatively cheap prices, without paying high international shipping fees. The decision to open local site for the region was also influenced by the need to surpass tax regulation imposed “Amazon tax”, which was imposed on the foreign e-commerce companies, to protect local retailers (Bandi, Moreno & Xu, 2017).
Officially Amazon operate from their local offices located in Melbourne’s Dandenong South and head-office in Sydney. As mentioned by Bhuvaneswari and Krishnan (2015), as a strategy to enter Australia, Amazon adopted marketplace model, which allowed third-party local players to keep their products on the website and set prices, like eBay did. This approach allowed Amazon to keep large number of products in its portfolio and these marketplace firms together contributed more than half of Amazon’s revenue in Australia.
d. Marketing Analysis
Amazon has always been a front leader and listened and delivered as per the needs of the customers. As stated by Carlson, O’Cass and Ahrholdt (2015), the key strategies adopted by the Amazon revolved around the following factors: Firstly, it launched an active ‘Amazon Marketplace’, a logistics and sales platform, for the third-party retailers, where sellers list their products on Amazon’s site and secondly, the first party offer, where it purchased goods on the wholesale basis directly from suppliers and sells at its own prices. Thus, Amazon would help local retailers and firms by providing a new sales platform.    
i. Marketing Strategy
The marketing strategy of Amazon Australia can be analysed from the theory of marketing mix, which considers...
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