Marketing Strategies
There are several important factors that have to be considered when discussing the overall success of Amazon across the retail sector. First, the company offers an extensive list of products that cover practically all categories. The company also remains client-friendly in developing personalized recommendations and generating unique offers that could appeal to existing consumers and attract new ones (Ives, Cossick and Adams, 2019). Improvements made to the company’s interfaces make Amazon one of the most heavily customer-centered businesses in the world. The second important factor that has to be discussed is an incredible focus on scalability, as Amazon always tries to step away from smaller initiatives and deploy their larger alternatives. This was how cloud computing and e-commerce became the biggest sources of income for Amazon (Aurambout, Gkoumas and Ciuffo, 2019). Either way, these strategies are important because they contribute to a thorough exploration of online retail and its inherent capacity.
On the other hand, the industrial distribution could be noted as one of the key elements of enhanced marketing strategies applied at Amazon. Various affiliations push the company forward and make it safe to say that customer targeting is an exceptional strength that has to be exploited by the organization. As noted by Baker (2014), online marketing channels bring the most conversions, so Amazon continues to target customers on social media and different websites. Being the largest e-commerce retailer, Amazon also has the opportunity to showcase how it carries out its responsibilities and promotes sustainability. With millions of products and thousands of third-party partners, the company shaped itself into a large platform where sustainable choices have to be made to appeal to consumers (Ives, Cossick and Adams, 2019). Overall, it shows how the focus on collaboration brings out the best in all parties involved.
Path to Sustainability
Another important topic is the existence of sustainable decision-making and how the latter is applied by Amazon. The bottom line for retail businesses is that a set of perfect standards has to be developed to ensure a safe workplace and display respect for human rights (Aurambout, Gkoumas and Ciuffo, 2019). Amazon carefully approaches sustainability in order to enhance the organization’s supply chain and make sure that strict compliance brings new competitive advantages into place. From health and safety to ethics, businesses have to take care of supply chain transparency to monitor operations and understand the source of existing issues affecting the company (Ives, Cossick and Adams, 2019). With Amazon, the idea is that the company always interacts with industry experts and stakeholders to understand how the existing operations could be improved further. Additional enhancements have to be viewed through the prism of supply chain needs and employee aspirations.
At the same time, Amazon’s path to sustainability is affected by how the company treats the community. It means that the company is open to cooperation in an attempt to improve environmental conditions and find workarounds to improve the community. In line with Aurambout, Gkoumas and Ciuffo (2019), sustainability has to be perceived as an opportunity to create new jobs and enhance the local economy. With this information in mind, Amazon can be considered a sustainable organization because it tries to reduce unemployment rates and create a positive working environment. This means that the company understands the notion of corporate social responsibility and pays attention to how various resources are utilized and conserved. Jobber and Ellis-Chadwick (2016) believe that international enterprises have to lead the way in terms of how they resolve significant issues pertaining to socioeconomic background. Thus, Amazon is a corporate citizen and a sustainable organization.
Reference List
Aurambout, J. P., Gkoumas, K. and Ciuffo, B. (2019) ‘Last mile delivery by drones: an estimation of viable market potential and access to citizens across European cities’, European Transport Research Review, 11(1), 1-21.
Baker, M. J. (2014) Marketing strategy and management, Macmillan International Higher Education, New York.
Ives, B., Cossick, K. and Adams, D. (2019) ‘Amazon Go: disrupting retail?’, Journal of Information Technology Teaching Cases, 9(1), 2-12.
Jobber, D. and Ellis-Chadwick, F. (2016) Principles and practices of marketing, McGraw-Hill Education, New York.