Amazon.com is an international technology company that deals with e-commerce, computing, cloud, and digital streaming. As a company that deals in sales of different varieties of products, the company has to ensure that they can deliver to their customers. Amazon has created its brand image for more than a decade. It has critical values that it takes seriously to enable the growth of their clientele.
Mission and Vision
The mission of the company is to offer its customers the possible lowest price, the available selection as well as utmost convenience. The purpose of the company contains some of the characteristics associated with the Amazon Company brand. Its offer of lowest prices is one of the things that attract many consumers to their company products (Klubeck, 2017). The company is also known for its convenience as customers can make their orders via the internet, which are then delivered to them. Its vision of being the most customer-centric company where consumers can find everything they may need to purchase online has attracted many people. The company has expanded globally with a broader variety of products where buyers can obtain different products. Its mission, as well as the vision, has been incorporated into its branding strategy.
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Strength and Weaknesses
The company operates based on a strategic plan that entails its strengths as well as weaknesses. Amazon has developed a strong brand over the years, which is now one of its powers in the e-commerce business. The strong brand has enabled the rapid growth of the company. Amazon has a great mix of products that makes it easy for consumers to find what they want from its website. The extensive mix product is a branding strategy that the company has been able to attain and maintains to gain more customers (Osterwalder, & Pigneur, 2010). The company has the highest revenue in comparison with its competitors that enables it to invest and venture into new products or businesses. Developing an online sales business is not very, which makes it a weakness that Amazon has as many companies can be open in that same market. Different websites have been developed and are trying to compete with Amazon based on price and convenience. Amazon is more in the developed market than the developing market, which makes it a weakness. It should expend into the developing markets to gain more customers.
Creating and Maintaining a Brand Image
The company has formed and earned the trust of its customers based on some of its policies. Amazon has a policy of allowing consumers to give reviews on both its products and services, which are both positive and negative. The transparency and honesty it displaces have contributed to the development of their image since customers can voice their opinion, which, when negative, can affect the sale. The creation of a lower cost and convenience was a strategy to create a brand and image of the company from the beginning, which it has managed to attain (Plant, 2000). Amazon is known for lower prices of products compared to other retail shops. The high-quality service it provides is also a contributing factor to the image of the company that helped in the brand establishment. To maintain its created brand image, Amazon has ensured that consumers continue to get high-quality service as well as the products they need. It has expanded its products and service, formed reliable distribution and delivery as well as customer support services (Chiaravalle & Schenck, 2014). Amazon has numerous warehouses that aid in the distribution of its products as fast as in two days. The warehouses also contain a variety of products that consumers may require, which helps in curbing delays in delivery. As the best online shopping company, Amazon brings in good revenue that has allows it to grow and expand its products and services, making them competitive and a go-to place for shopping.
Advertising and Media Strategy
Amazon Company has a target of reaching all consumers irrespective of their ages. Its website, therefore, contains products that can be used by everybody. The company uses Google text ads as well as banner ads from brands as a form of advertisement.it uses online marketing channels to reach and direct customers to their website. It has email marketing campaigns that help reach existing and new consumers using their email. Other applied advertising methods by the company are sponsored search and portal advertising. The company uses the internet as its primary focus for marketing and advertisement (Gershon, 2013). There are social media platforms for the company, which they use to reach a vast number of customers. Their sites are also used to direct potential customers to their website to create traffic and maintain customers. Their media strategy is always to remind consumers of its existence, products, and services it offers.
Conclusion
In conclusion, Amazon has a well-developed branding strategy as well as marketing communication plan. The revenue that the company brings in is a clear indication of its developed brand image and marketing communication plan. Although the company now faces competition from other online shopping companies, it is well established and has many buyers due to its lower prices and high quality of customer service. It has a distinct culture due to its employees' diversity. Amazon having established its brand image will continue to thrive in the e-commerce business if it continues with the same business plan it is using.
References
Chiaravalle, B., & Schenck, B. F. (2014). Branding for dummies . John Wiley & Sons.
Gershon, R. A. (2013). Media, telecommunications, and business strategy . Routledge.
Klubeck, M. (2017). Success metrics: A multidimensional framework for measuring organizational success . Springer Science and Business Media: Apress
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers . Hoboken, N.J: Wiley.
Plant, R. T. (2000). Ecommerce: Formulation of strategy . Upper Saddle River, NJ: Financial Times/Prentice Hall.
