Amazon: A Strategic Management Plan For Diversification

Amazon’s History and Growth

In july 5 1994, jeff bezos founded amazon. It was first started as online market for books but later it got expanded into software, electronics, food, furniture, toys, jewellery and video games. Amazon, in the year 2015, has completely outshined walmart by using market capitalization and is one of the most significant retailers in the globe. Amazon is also renowned for their digital disruption of the well-established organization by technological innovations; it is also recorded as a globe largest online marketplace which is measured by its market capitalization and revenue. After the outbreak of the covid 19 pandemic amazon has introduced various new polices to reward the frontline workers during the crisis. In response to the pandemic the organization has introduced various temporary restrictions on the sale of the non-essential products (akrajindanon 2017). Hence, this report focuses on a new strategic management plan through which amazon can revamp its market position by focusing on diversifying existing product lines.

The vision and mission of amazon company contributes the status of the organization as one of the huge online retailer in the globe. Theoretically the corporate vision gives a direction to the organization to achieve their desired goals of the business. Whereas on the other hand the mission of the organization states that organization goals and guides to the strategic management in the business. The amazon mission statement focuses on the effectiveness and high quality of services provided by the company. For instance, amazon claims to become the most customer-oriented brand across the globe (aboutamazon.co.uk 2022). Amazon seeks to increase the customer service experience by adjoining technology and innovation based on which success would be discovered and their business would be empowered. In this way, amazon emphasizes on the target consumers and convincing them in accessing the best products in the e-commerce market. Whereas the mission of the amazon represents the future target of world dominance in the online retail industrial sector (alomari and alomari 2020).

A situational analysis is a collective method which is use to analyse both the internal and external factors while running the business. It allows the corporate to used different methods of market research in order to evaluate the growth of the business, identifying and defining potential customers, accessing about the competitors (amir and widayanti 2020).

In the year 1995, amazon became one of the huge e-commerce retailers in the globe. The headquarter of amazon is in seattle, washington but operates its business in all over the world. Amazon has a history of growth. From the conception of the business until its present days the organization has acquired various new companies and expanded worldwide. Initially the organization was opened as an online bookshop which sold exclusively on the american online website and netscape. The slogan of the organization was “earth’s largest bookstore” (bekele 2020). These delivery points usually situated in the metropolitan citizens and have an easy connection to the transportation systems (bhasin 2017).

Amazon is also properly known for is amazon prime service. The prime member of amazon gets a lot of facilities like streaming of music, fast shipping, movies t.v shows, unlimited readings and many more. The products offered by the amazon has set in a decent price range. However, the company has now decided to expand their business through the education sector as well. During the recent covid-19 pandemic the company saw a significant rise in the sector of the education and online teaching. The first product sold by company was books, and once the organization earned a decent revenue the company added more products and services over a period to time in order to create a various options and choices for their consumers (blut, teller and floh 2018). Thus, the company has decided that education sector would be one of the greatest sources where they could expand their services as well as develop new strategies for better marketing.

Amazon’s Vision and Mission

As per the statistica, amazon has made 34 % of share from the online retail shop and it is projected to make about 49.1 % market share in the upcoming years. Amazon holds a large market potential in the e-commerce sectors because of the variety of products and services that are provided by the company. The product as well as services provided by the amazon covers a wide variety of electronics, clothing, foods and many more which attracts the consumers from all over the world (bukhari, mazhar and waqas).  Amazon had participated in business in all forms except for the education industry therefore this provides the company with an excellent opportunity to expand their market reach.

Amazon is known to be one of the strongest brand names in the market in terms of various ecommerce products. However, during the covid-19 pandemic the sales of the company had seen a decline in terms of various products such as fashion products or lifestyle products. The company saw an excellent opportunity in the education industry as companies such as udemy and upgrad started to make significant progress in the market. The company is already well known for their prime services as well as it is one of the market leaders in the ecommerce sector. The company saw that the online school an education system required many students to provide various help and support for their course studies. During this pandemic all of the education sectors started performing online which created a very big problem for various students who were unable to cope up with the pace of the class. However, udemy had already captured a significant amount of market share as there are very few contenders for online marketing platforms. This creates an huge opportunity for the company to penetrate the market with much ease.

Amazon is enjoying an astonishing growth in the united kingdom market over a past decades. Amazon runs more than 20 distribution services in the united kingdom, in addition to this amazon has a large european logistics and fulfilment centres (choudhury 2019). Following are some macro and micro environment analysis of amazon:

The society of the amazon company comprises of their employees, competitors, suppliers, consumers and other people which are indirectly connected to the organization. As  the entire world has adopted the online learning and online education as a practice it becomes very essential for the company to venture into this sector in order to expand their market reach. The online education service is one of the most needed requirement of the society right now.(dadzie, dadzie. And winston 2019).

The main target demographics of this online education service of amazon is the children and the students. The company has planned to target students between the age group of 14 years to 25 years of age, the secondary target audience of the online education service are the parents of the students below the age group of 14 years. The psychology of consumers is one of the important aspect to consider in order to increase the sale of the products amazon provide an affordable pricing and discount to their commodities (di giammarco 2017). Thus as far as the psychographics is concerned the main target market of educom are those people who feels that they are lagging behind from their classmates and require external support.

Situational Analysis of Amazon

The purchasing power of the customers plays a vital role in the profitability and revenue of the organization (fulgoni 2018). Amazon has been effectively performing and leading the market through their other services in more than 200 countries. As found in the pestle analysis, from this aspect it could be clearly identified that the economic conditions of the people in the targeted consumer range add a strong buying power. The targeted economic group is mainly the middle class or the middle economic strata. The company has also decided to target people from the lower middle class segment as well. Therefore, have issued various scholarship strategies that would help the company to target people from various lower economic backgrounds as well.

Collaboration is one of the vital move to survive competitions within the industry. Amazon has successfully combined with the company such as sap for launching amazon cloud. This collaboration brought about a tremendous changes in the business and helped the organization to expand (ghezali and boudi 2020). As seen in swot analysis strategic collaboration would provide the company with a strong competitive advantage.

As the digital and the technological environment of the market is ever increasing the strategy of the company to enter the online education service would also help the company to get a significant advantage over other competitors. The operations of the organizations is operated as well as surrounded in the technological environment which is continuously modifying and developing. Hence it is important for the needs of the company to constantly adapt to all the novel modifications which is relevant for the functioning of the business (haftu 2019).

Supplier is one of the important factors to the functioning of the organization. Amazon deals with a wide range of suppliers and polices are made as per the convenience of the suppliers (hermann 2021).

The full form of stp is segmentation, targeting and positioning. It consists of three tier models which keep a check on the products and services that is offered by the organization and the communicative skills that is used for explaining the benefits to the targeted audience. This is a three stage process which is followed by conclusion which involves the implementations of marketing mix. The process of stp is an analytical technique which assists an organization in defining and addressing their markets in order to achieve its strategic goals (huang, xu and lim 2021).

The segmentation, targeting as well as positioning of amazon consist of various activities which aims at defining specific groups of individuals as a customers as well as preparing their goods as well as services to attract the set of individuals. Segmentations is a process which involves the process of distinguishing populations into different groups as per the tastes and preferences. On the other hand targeting is a process of choosing a specific group that is identified as result of the segmentation for selling their goods and services. Positioning is the selection of the correct marketing mix strategies which is suitable for the target segment of the consumers (ismail 2018). Amazon usually follows three basic steps for positioning:

• Multi-segment positioning: Amazon provides a huge variety of commodities as well as services. The brand has successfully utilized more than one segment at a particular time. Preciously, amazon is a giant online retail shop which sells around 120 million commodities as per the needs and wants of the consumer with wide range of varieties (jamaludin, huridi and hashim 2018).
• Adaptive positioning: Amazon is responsible for closely tracking the changes occurred in the external marketplaces. They also address the increase in the expectations of consumers. Hence, they periodically reposition the commodities and services as per the changes in the consumer’s preferences.
• Anticipatory positioning: This type of positioning refers to the market segmentation that has a lowest turnover with an anticipation that in the future the turnover will rise. Amazon web services is one of the stark examples of the anticipatory positioning.

Amazon’s Expansion into Education Sector

Amazon is an e-commerce giant which uses psychographic and demographic segmentations to segment the markets. The segmentations of amazon are actually based on the purchasing behaviour of the consumer. Amazon includes micro level of segmenting strategies which targets individual consumers and allow the company to convert their visitors in high value and long term consumers. The segmentation in e-commerce sectors involves creating a persona and identifying who will purchase in a certain ways and certain products. Amazon targets a middle and upper classes individual who have a knowledge of using basic technology and don’t have time to go physical shopping’s from the outlets (jarek. And mazurek 2019).

Targeting strategy means the selections of the potential customers to whom an organization is willing to sell its products and services. The targeting segmentation involves in choosing which segment of the market is beneficial for the company and determining the commodities that the organization will offer in each of the segments. Amazon offers a multiple products so the company determine if the various segmentations should receive at least one generic commodity like mass marketing or each segment will receive a customized product. Amazon follows the targeting strategy based on the maturity, diversity, level of competition and sale of the market. This following information will define the next target market of amazon with whom they can conduct business and offer new product or services. Therefore, the key issues in the current micro and macro environmental business have been taken under consideration. Based on that, the customers will be segmented, the brand will find a new way to position itself and new products and services will be offered.  

It has been noticed that amazon has a strong grip over the uk market as the people in the region prefer the brand’s unique services. Although amazon has been suffering from a staggering growth because of the pandemic, the social distancing has offered ecommerce business a great scope to hold a steady growth further. For instance, amazon generated around 26 billion us dollars across the entire uk in 2020 (coppola 2021). In that case, the uk can be chosen as a potential geographical market for amazon where the brand can operate business and innovative services for a longer period.

On the other hand, it has been viewed that in the uk, closure of schools and universities has sharply increased consumer priorities towards remote learning materials. Thus, 86% of primary schools and 89% of secondary schools have started providing online classes to maintain educational consistency (clark 2021). Nevertheless, online education has been disrupted equally due to having poor broadband connections and a lack of features which can hold students’ attention throughout the lectures. In fact, students have also claimed that the online classes are not worth the amount that they usually invest to meet university fees (cursino and coughlan 2021). This educational gap has been predicted to get wider and thus, a few cities like london, edinburgh, wales and bristol would be perfect for amazon to deliver its anticipated service.

Amazon’s Market Potential in E-commerce Sector

In terms of age, amazon will choose individuals from 18 to 35 who are pursuing multiple academic courses from schools and universities. In addition to this, the expected service will be available for those individuals who have subscribed to the membership of amazon prime. It has been reported that over 10.1 million subscribers were there in the uk in the last quarter of 2020 (stoll 2021). It means that around 39% of british buyers have accessed amazon’s subscription-based services which will help the brand to revolutionise its new services. Therefore, amazon will target the people among the student group who not only accessed those services but also are currently pursuing multiple courses from universities in the selected cities.

In case if any user aims to get the new service of amazon, he/she must fill the above criteria. Therefore, it will be easier for the brand to offer them the same experience. Users are required to pay only £7.99/month for using the membership advantages consistently. Thus, amazon will not determine any income-based criteria as the brand will promote the new services across the audience who are already paid for the membership. Based on the life-cycle stage, amazon will target young people and adults who can be married or single but must be dedicated towards achieving educational objectives.

Under this stage, amazon will keep its service open for people belonging to all socio-economic classes. People with a high-standard mentality can also ask for the new service of amazon that the brand can launch in the future for extending its product portfolio. On the other hand, people from working classes can also apply for this service, although they are required to be well-known about the features of amazon prime services before asking.

Amazon’s customers are mainly loyal to the brand which the brand will use to determine the new target audience for their upcoming services. Amazon will not choose switchers who can be easily manipulated by other services. It can cause the brand to suffer unexpected loss in the initial phase of the expected business strategy. On the other hand, it has been found that approximately 5.5% uk-based sellers have amazon accounts through which they conduct trading operations (ecommercenews.eu 2021). Through the aid of their amazon profiles, the sellers generate sales amounting to billions. It can give the brand a new way to target their customers who prefer to be updated with the latest trends and market scopes via online shopping. Individuals who are determined and ambitious towards education will also be targeted under this segment. However, behaviour-wise amazon can also select parents in this state who are quite sceptical and curious to arrange all kinds of study materials and educational resources for their children.

In order to execute the upcoming service-based project, amazon will choose adaptive positioning strategy. As per the view of de vries and fennis (2019), positioning strategy helps brands to promote more contents for accelerating buying impulsivity among consumers. The adaptive positioning strategy will aid amazon to offer a service that has not been promoted by other e-commerce brands. Out of this differentiation, amazon will be able to optimise and adopt the current downfall of educational facilities for revitalising those in a different way. As a result, it will be convenient and profitable for amazon to come up with a new service that is in high demand in the post-pandemic market situations.

Amazon’s Response to COVID-19 Pandemic

On the other hand, dumitriu et al. (2019) argued that positioning strategies help brands to generate more values based on which they can attain sustainable competitive advantages. Similarly, backed by the adaptive positioning strategy, amazon can differentiate its newly developed services from the other market rivals. During the crucial period of time, the serviceable initiative taken by amazon will guide the customers to get the perfect education solutions. As a result, amazon can operate a monopoly marketplace in the uk for a prolonged period by fulfilling the evolutionary segments’ needs. However, formulating the adaptive positioning strategy will lead amazon to reposition itself in response to unforeseen market forces enabled by the outbreak.

Specific	Amazon will provide online education service to the target audiences due to the devastation in the academic industry caused by the covid-19 pandemic. Amazon’s education service will feature strong intervention of university professors who will account for attaching courses like english, literature, management, marketing, finance and social studies. Amazon will offer this service by adding extra features and characteristics in its prime application that must be subscribed.
Measurable	The practical execution of the objectives can be measured by the growth in the numbers of followers that amazon currently has.
Achievable	The objectives can be achieved as amazon will launch such services in the crucial period where attaining education is the basic need and critical concerns among youth and adults.
Realistic	The goal is realistic as the resources required for this project are easily available, although quality must be checked before using those.
Timeline	The expected timeline for staging the online education service will be the next 2 month.

Table 1: Smart goals

(source: Influenced by ogbeiwi 2021)

In this case, the product will be the online education service that amazon will offer to its target audience. The core benefits of the service will be literacy that amazon will provide to students, professionals and working groups who are in need of achieving their personal and professional goals. It was unlikely that academic institutions were fully prepared in response to the covid-19 pandemic (jones, vidal and taylor 2020). In such circumstances, amazon will take the initiative to unfold the magnitude of school closures by offering an online platform to individuals for learning backed by innovative tech-savvy features.

In terms of actual product, amazon will add a feature called educom to its prime services. Users will be required to sign up for the portal and choose subjects like english, management, literature, finance, marketing and social studies as per their convenience. As the learners will get the scope to access the portal directly, amazon will guarantee them for getting hampered by technical disruptions. In fact, creative visuals and clear audio will be available that will attract the youth most and hold their learning activities for a longer period. The portal will also be used in live classes. For that, teachers from different schools and universities can apply whereas the students can get the recorded video lessons on a 24*7 basis. For any kind of technical disadvantages and poor understanding of the features, a customer care executive from amazon will get in touch with the users.

The main strategy of amazon will be to frequently offer low prices until they are able to beat the competitors for all the products and services. Thus, amazon will obtain a competitive pricing strategy. According to vlasic, poldrugovac and jankovic (2019), competitive pricing strategies help brands to generate and manage revenues through which they can achieve a higher competitive advantage. For the first 2 month, amazon will not apply any additional charges for the online education service which can help the existing prime members to enjoy those contents at a free of cost. On the other hand, new subscribers are required to pay £7.99/month as per the membership policy.

Amazon mainly targets a lower middle and upper middle class households and set price according to their affordability (minculete and olar 2018). Therefore, amazon will also launch a subscription scheme where users can pay only for the educational service. The charges for the service will be reduced to £3.99/month where the users will not be able to enjoy movies and other videos apart from the educational channel. In this way, amazon can keep a balance between consumers’ affordability that will enlighten the brand’s value while promoting the service. The marketers of amazon will determine this discount to attract users in an outright way. The main strategy behind this was to offer various deals and attract consumers to upgrade their services to prime membership. This pricing marketing mix strategy will help the organization to build up a competitive advantage against the competitors. It will help to amazon to gain a huge market shares in the different categories (wright, williams and byon 2017).

Macro and Micro Environment Analysis of Amazon

Traditionally amazon does not have any physical stores available in the market and the company is basically relied on the online sales channels because of its e-commerce business nature. Amazon holds a huge market share in the online retail sectors and amazon has one of the largest and advanced fulfilment centres in the globe. Since the expanded very much in terms of the fulfilment centres (maita 2018). Amazon runs more than 20 distribution services in the united kingdom, in addition to this amazon has a large european logistics and fulfilment centres. It will help amazon to cater its online education services across the target market easily without taking further assistance from third party dealers.

In this case, amazon will follow a direct distribution strategy. Teachers and assessors will have to apply for the faculty post for educom. Amazon will offer them a schedule and as per their convenience they will have to come online and post creative videos and visuals to make the subjects interesting for students. On the other hand, students will have to install the prime app on their smartphones and sign up for their personal account. Thereafter, they can choose their preferred subject and proceed accordingly to watch the live or recorded tutorial videos. It will help amazon indirectly. For instance, if any professor or a student will require study materials such as books and copies, they can easily order those from amazon’s sites. In this way, amazon can generate revenues and reputation both in the crucial marketplaces.

Amazon will use traditional and social media platforms for advertising the effectiveness of educom. Amazon will design a brand campaign regarding the service features of educom that will broadcasted via tv and radio stations in the chosen locations. However, amazon will also develop a billboard that will be hung in the main roads across london, wales, edinburgh and bristol where the users can visualise it easily. The main aim of promotion will be to reveal the service to the customers and make them understands why they need this service at a certain cost. For the advertising activities amazon will use social media platforms such as facebook, youtube, instagram and youtube. It will help the audience to remain updated about the new educational service feature brought by amazon. Amazon believes in having communication through which the mainly aims to strengthen an exceptional customer services experience (onyusheva and seenalasataporn 2018).  

People are one of the important aspects in the marketing mix. People include each and every individual who are involved in the process of selling goods and services whether directly or indirectly. Not all the employees are in the touch with the customers but are allocated with different roles to play in marketing, distribution, production and delivery of goods and services. Organization takes plenty of time to hire effective people who hold an expertise in the industry. There are a set of teams who are responsible to known the needs and wants of the consumers and bring the products as per their needs. Thus, the marketing team of amazon puts an effort on generating attracting and leading prospects. When prospects are willing and ready to purchase the marketing people make sure that the goods and services are accessible to them in a most convenient manners (putra 2020).

Amazon has always ensured that they have a customer friendly people in the organization that will solve all the queries of the customers. In amazon sale team play a vital role in the marketing they are will trained to know about the consumers preferences (tucker and au 2019). In the case of catering services of educom, faculties will be the main players or people for executing the overall business strategy. On the other hand, the departments will be also playing leading roles to make the project happen. In order to ensure that the faculties are well-trained and efficient to provide online coaching, amazon will call out for a meeting to conduct a pilot test.

As per the view of elijah et al. (2018), the pilot test helps brands to make a right choice of iot technology and other features that they expect to embed. Therefore, conducting the test will help amazon to ensure that the teachers are proactive to deal with the users’ queries and issues easily in a creative manner rather than monotonously. Amazon will also include a rating system where students can share reviews and responses against or in favour of their desired teacher based on which amazon can measure their performances.

The term process refers to the flow of the mechanism and activities which takes place during the interaction between the business and customers. The marketers of the company need to decide all the process are controlled tightly and efficiently while tackling educom. Amazon will follow a certain steps to run the entire system associated with online education services.

• Identifying the clients
• Selection of shipping address and special services
• Selecting the mode of payments
• Overviewing the entire orders
• Confirming the growth of followers

Amazon owns an online website which is user friendly. It allows their customers to view their commodities in a high quality image which are taken from the various angels (ramani and srinivasan 2019). In the case of educom, amazon will hire a supervisor who will account for measuring the degree of students’ engagements while the live videos will be streamlined. Apart from that, the duration of the online classes will be measured along with the level of purchasing of books and study materials from amazon’s sites.  

Costs type	Current year
Current costs	400
Fixed costs	100
Other costs	350
Short term expenses	50
Long-term costs	400
Advertisement	300
Total expenses	1,400

Organization and business needs a plan and a set of expectations around the cloud costs. The cloud require to adapt for forecasting the process and tools to match the dynamics of the nature of the usage. Amazon web service (aws) budget allows the organization to set the customs budgets in order to track the cost and usage. Aws gives a significant benefits as compare to the traditional infrastructure. Aws inherent scalability and elasticity which tends to increase the uncontrolled costs. The cost of aws is opaque and it is very difficult to analyse. However there are various numbers of tools that can be emerged over past years in order to help the company to manage and to optimize their cost.  

Aws cost optimization consist of the best practices that can be used to optimize and reduce the cost of the company. Aws cost optimization which involves in implementing cost saving services by investing in the aws cloud (shukla).

Amazon is a world largest e-commerce retailer. The corporate strategy of amazon that is used to control and evaluate the process of the business. This strategy is founded on the technological capacities in relation to the success of the business as well as follows cost leadership strategies which is responsible for offering the maximized value to their consumers. The strategic metrics will help in evaluating the performance of the business and their success in the market. In order to control the financial ratios it is important to apply a relevant evaluation of the algorithm which may contribute in monitoring the significant cost in all the areas of investments made by the company (sabri. And ali 2021).

Conclusion

In july 5 1994, jeff bezo founded amazon. It was first started as online market for books but later it god expanded into software, electronics, food, furniture, toys, jewellery and video games.the amazon mission statement focus on the effectiveness and high quality of services provided by the company. For example the organization emphasizes on the target consumers and convincing them in accessing the best products in the e-commerce market. Whereas the mission of the amazon represents the future target of world dominance in the online retail industrial sector.  

References 

Aboutamazon.co.uk, 2022. Our mission. [online] uk about amazon. Available at: <https://www.aboutamazon.co.uk/uk-investment/our-mission> [accessed 10 january 2022].

Akrajindanon, r., 2017. The elements of marketing mix affecting the repurchase electronic marketplace (e-marketplace) in thailand.

Alomari, b.m.a. And alomari, i.a.a., 2020. Green marketing and its impact on consumer purchasing behavior and the tourism sector/an analytical study—the jordanian green market. J. Econ. Bus. Market res, 1, pp.8-24.

Amir, i.t. And widayanti, s., 2020, october. Identification of consumer assessment on the online marketing mix of vegetable products in surabaya city. In international conference on agriculture (vol. 1, no. 01, pp. 234-241).

Bekele, b., 2020. The effect of marketing mix elements on customer satisfaction case study for wegagen bank (doctoral dissertation, st. Mary’s university).

Bhasin, h., 2017. Marketing mix of amazon.: Https://www. Marketing91. Com/marketing-mix-amazon.

Blut, m., teller, c. And floh, a., 2018. Testing retail marketing-mix effects on patronage: A meta-analysis. Journal of retailing, 94(2), pp.113-135.

Bukhari, s.f.h., mazhar, w. And waqas, r., a review of the impact of marketing mix in decision making process of consumers when buying food products. Journal of contemporary scientific research (issn (online) 2209-0142), 2(6).

Chanwitkan, n. And intuluck, w., 2020. Marketing mix factors on consumer’s perspectives and brand equity affecting brand loyalty of thai franchise coffee consumers in bangkok. Dusit thani college journal, 14(3), pp.526-547.

Chivu, r.g., stoica, i., orzan, m.c. And radu, a.v., 2018. New trends in marketing mix strategies for digital consumer behaviour. New trends and issues proceedings on humanities and social sciences, 5(2), pp.89-95.

Choudhury, r.g., 2019. Influence of marketing mix decisions on emotional branding and its effect on customer appeal. In brand culture and identity: Concepts, methodologies, tools, and applications (pp. 806-823). Igi global.

Clark, d., 2021. Topic: Digital learning in the uk. [online] statista. Available at: <https://www.statista.com/topics/8518/digital-learning-in-the-uk/#:~:Text=the%20closure%20of%20uk%20schools,schools%20it%20was%2089%20percent.> [accessed 10 january 2022].

Coppola, d., 2021. Amazon uk: Annual net sales 2020 | statista. [online] statista. Available at:

<https://www.statista.com/statistics/1035592/net-sales-amazon-united-kingdom-uk/> [accessed 10 january 2022].

Cursino, m. And coughlan, s., 2021. Online classes ‘would not justify high university fees’. [online] bbc news. Available at:

<https://www.bbc.com/news/education-58587568> [accessed 10 january 2022].

Dadzie, k.q., dadzie, c.a. And winston, e.m., 2019. The transitioning of marketing practices from segment to customer-centric marketing in the african business context: Toward a theoretical research framework. Journal of african business, 20(2), pp.206-223.

De vries, e.l. And fennis, b.m., 2019. Go local or go global: How local brands promote buying impulsivity. International marketing review.

Di giammarco, d., 2017. L’evoluzione dell’e-commerce: Il caso amazon.

Dumitriu, d., militaru, g., deselnicu, d.c., niculescu, a. And popescu, m.a.m., 2019. A perspective over modern smes: Managing brand equity, growth and sustainability through digital marketing tools and techniques. Sustainability, 11(7), p.2111.

Ecommercenews.eu, 2021. Amazon sellers make up 5.5% of uk’s retail sales. [online] ecommerce news. Available at: <https://ecommercenews.eu/amazon-sellers-make-up-5-5-of-uks-retail-sales/> [accessed 10 january 2022].

Elijah, o., rahman, t.a., orikumhi, i., leow, c.y. And hindia, m.n., 2018. An overview of internet of things (iot) and data analytics in agriculture: Benefits and challenges. Ieee internet of things journal, 5(5), pp.3758-3773.

Ferguson, e., 2017. Amazon. Com inc.’s marketing mix (4ps) analysis. Panmore. Com.

Fulgoni, g.m., 2018. How limited data access constrains marketing-mix analytical efforts: Why data barriers are preventing marketers from optimizing marketing spend. Journal of advertising research, 58(4), pp.390-393.

Ghezali, f. And boudi, a., 2020. The moderating effect of information technology capabilities on the relationship between marketing mix and corporate entrepreneurship. Psu research review.

Haftu, w., 2019. The effect of marketing mix tools on customer satisfaction case study for wegagen bank. Master, addis ababa university.

Heikkinen, t., 2018. Marketing mix in e-commerce.

Hermann, e., 2021. Artificial intelligence in marketing: Friend or foe of sustainable consumption?. Ai & society, pp.1-2.

Huang, h.c., xu, j. And lim, a., 2021. Marketing mix optimization with practical constraints. Arxiv preprint arxiv:2101.03663.

Ismail, m., zainol, f.a., daud, w.n.w., rashid, n. And afthanorhan, a., 2018. Application of entrepreneurial marketing to the marketing mix: Why it matters to smes in malaysia?. International journal of academic research in business and social sciences, 8(12).

Jamaludin, a., huridi, m.m.h. And hashim, m.r.a., 2018. The relationship between e-marketing strategy and competitive advantage: A conceptual framework. International journal of managerial studies and research (ijmsr), 6(12), pp.19-25.

Jarek, k. And mazurek, g., 2019. Marketing and artificial intelligence. Central european business review, 8(2).

Jindal, r.p., gauri, d.k., li, w. And ma, y., 2021. Omnichannel battle between amazon and walmart: Is the focus on delivery the best strategy?. Journal of business research, 122, pp.270-280.

Jones, t.a., vidal, g. And taylor, c., 2020. Interprofessional education during the covid-19 pandemic: Finding the good in a bad situation. Journal of interprofessional care, 34(5), pp.633-646.

Kawswat, p., 2017. Exploring the marketing mix and service factors that influence thai consumers’ purchasing at cafe amazon in thailand.

Khorsheed, r.k., abdulla, d.f., othman, b.a., mohammed, h.o. And sadq, z.m., 2020. The role of services marketing mix 7p’s on achieving competitive advantages (the case of paitaxt technical institute in kurdistan region of iraq). Test engineering and management, 83, pp.15947-15971.

Kordrostami, e. And rahmani, v., 2020. Investigating conflicting online review information: Evidence from amazon. Com. Journal of retailing and consumer services, 55, p.102125.

Kristensen, m., penner, j., nguyen, a., moy, j. And lam, s., 2017. Company synopsis for: Amazon. Com, inc.

Li, w. And wang, j., 2020. Critically discuss the opportunities and challenges for amazon as it seeks to expand its range of products and services in china. International journal of social science and education research, 3(12), pp.68-73.

Lorenzo, l., 2017. Targeting international customers in japanese e-commerce: A web content analysis of the marketing mix in rakuten and amazon. Co. Jp.

Maita, c.c., 2018. An exploratory study on consumer perceptions of amazon echo, alexa, and smart speakers (doctoral dissertation, appalachian state university).

Minculete, g. And olar, p., 2018. Relational approaches to the digital marketing mix. In international scientific conference” Strategies xxi” (vol. 2, pp. 13-19). ” Carol i” National defence university.

Ogbeiwi, o., 2021. General concepts of goals and goal-setting in healthcare: A narrative review. Journal of management & organization, 27(2), pp.324-341.

Onyusheva, i. And seenalasataporn, t., 2018. Strategic analysis of global e-commerce and diversification technology: The case of amazon. Com inc. The euraseans: Journal on global socio-economic dynamics, (1 (8)), pp.48-63.

Putra, q.e., tarigan, z.j.h., sitepu, r.b. And singh, s.k., 2020. The impact of marketing mix on the consumer purchase decision in the surabaya-indonesia hotel residence. In shs web of conferences (vol. 76, p. 01038). Edp sciences.

Ramani, n. And srinivasan, r., 2019. Effects of liberalization on incumbent firms’ marketing-mix responses and performance: Evidence from a quasi-experiment. Journal of marketing, 83(5), pp.97-114.

Sabri, s.a. And ali, a.s.n., 2021. Campuran pemasaran 7p: Hubung kait dengan kepuasan pelanggan terhadap pembelian atas talian: 7p’s marketing mix: The relationship with customer satisfaction towards online purchasing. Journal of management and muamalah, 11(1), pp.10-27.

Shukla, s. And dwivedi, d., a study on critical analysis of the current marketing mix employed by startups in e-business.

Stoll, j., 2021. Amazon prime video households in the uk 2014-2020 | statista. [online] statista. Available at:

<https://www.statista.com/statistics/529740/svod-services-by-penetration/#:~:Text=the%20number%20of%20households%20in,gained%20about%20nine%20million%20subscribers.> [accessed 10 january 2022].

Tucker, j. And au, a., 2019. Reframing the marketing strategy for online education. International journal of information, business and management, 11(3), pp.176-186.

Vlasic, d., poldrugovac, k. And jankovic, s., 2019. The competitive pricing in marina business: Exploring relative price position and price fluctuation. Journal of tourism, heritage & services marketing, 5(1), pp.3-8.

Wright, b.k., williams, a.s. And byon, k.k., 2017. Brand marketing via facebook: An investigation of the marketing mix, consumer-based brand equity, and purchase intention in the fitness industry. Marketing management journal, 27(2).