Analysis of marketing strategic issues at Amazon

Sunaina Amiri and Viktoria Vida
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Sunaina Amiri: University of Debrecen, Faculty of Economics and Business
Viktoria Vida: University of Debrecen, Faculty of Economics and Business

SEA - Practical Application of Science, 2023, issue 31, 3-13

Abstract: The objective of this study is to focus on analysing Amazon's current marketing situation while taking into account its recent results, as well as gathering information on the company and market's current situations, and finally proposing an optimal marketing strategy in accordance with the company's further documents and recommendations. The goal of this analytical and interpretive case study is to figure out what marketing techniques are required for success in a world where the pandemic is expanding, and corporations are failing. Furthermore, the aim of this research is also to discuss generic marketing plans and tactics that other corporations might adopt. The main objectives of our research are to provide possible benefit to both the scientific and business sectors, and to develop a market strategy that will be effective in the future. By examining marketing techniques for Amazon profitability, this qualitative study may contribute significant knowledge on how executives might apply good business practices. Small business executives may also be able to use the information gained from the research findings to enhance business operations, as well as uncover and assess elements that encourage innovative approaches to increase sales, efficiency, and market share. Executives may be able to use the data produced from the data instrument to discover client demands, assess market trends, and predict marketing and product plans for their businesses based on the responses obtained from the data instrument.

Keywords: marketing strategy; IFE matrix; EFE matrix; IE matrix; CPM matrix; SWOT and TOWS matrix (search for similar items in EconPapers)
JEL-codes: M21 M30 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2023:i:31:p:3-13

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