Cloud computing is among the novel technologies that are revolutionizing how firms operate. In the past, firms were forced to invest in their own data storage and management solutions. This approach was costly and riddled with such challenges as security risks. Thanks to cloud computing, firms are now able to outsource their data management and storage functions. Among the cloud computing services that are enabling firms to focus on their core businesses is Amazon Web Services (AWS). As the name suggests, this product has been developed by Amazon, the web giant. Despite the strong competition posed by such other firms as Microsoft and Google, Amazon has managed to protect its share of the market. While AWS remains immensely popular, this product can penetrate the market even further. However, if AWS is to gain a larger share of the market, an aggressive marketing campaign is needed. For the campaign to be effective, it must be based on a plan that accounts for such factors as market dynamics and financial considerations.
Situation Analysis
To understand how Amazon can further enhance the appeal of AWS, it is important to begin with a situation analysis. Provided in the following section is a summary of the cloud computing market as well as some of the markets that Amazon can target.
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Market Summary
The cloud computing market is robust, massive, and projected to expand. For example, according to Adamuthe et al. (2015), as of 2015, the value of this market stood at over $160 billion. This figure represents a significant increase from the size of the market in previous years. Since 2015, the market has expanded even further. For instance, in 2018, the market was valued at $367 billion (Bloomberg, 2019). This increase shows that more and more companies are recognizing the immense growth that they can experience when they abandon traditional data management solutions in favor of cloud computing. It should be understood that experts predict that the cloud computing market will grow even further. For example, it is projected that by 2025, the value of this market will stand at a remarkable $285.3 billion (Bloomberg, 2019). There is no question that the growth of cloud computing will be fueled by the many benefits that it presents for companies.
While it is true that an increasing number of firms are embracing cloud computing, it is important to recognize that in some sectors, this technology is not gaining as much traction as one would expect. In his report on the state of the cloud computing market, Wasonga (2020) noted that there are many businesses which are yet to recognize the value that they can derive from the adoption of cloud computing. According to Wasonga (2020), despite the fact that cloud computing has proven to be a key driver of successful strategy implementation, there are firms which remain reluctant to embrace this technology. For Amazon to establish a stronger foothold in the cloud computing market, it should focus its efforts on winning over the reluctant companies.
Whereas the US serves as the epicenter of the cloud computing industry, it is important to recognize that this industry has expanded into other markets. For example, according to Market Watch, such providers of cloud computing products as Google and Microsoft have increased their investments in these products. In a bid to enhance their competitiveness, these companies have moved beyond their traditional markets and now have a global presence (Market Watch, 2020). Basically, cloud computing is rapidly becoming an essential tool for companies seeking to enhance their service delivery and lower their operational costs.
Target Markets
For Amazon to successfully market AWS, it should focus on a number of key target markets. Africa is among the untapped markets that Amazon should place at the heart of its marketing strategy. In its report on the ripeness of Africa for cloud computing products, Deloitte noted that many providers of these products have neglected this market despite the immense promise and potential that it holds. According to Deloitte, while other markets are intensely competitive, Africa remains largely unexplored and could become the next frontier for such companies as Amazon (Deloitte, 2017). Furthermore, Deloitte observed that African countries are investing in the infrastructure and platforms that such companies as Amazon need to deploy their cloud computing technologies. Apart from Africa, other developing regions such as Asia, South America and Eastern Europe are other markets that could help to reinforce Amazon’s lead in the cloud computing industry.
Marketing Demographics
It is important for Amazon to segment the different market segments in terms of such factors as geography, demography and behavior. In the following section, these factors and the impact that they are likely to have on Amazon’s marketing strategy are examined.
Geographics
The various markets that Amazon should target are distributed across the globe. As noted earlier, Africa is among these markets. It has remained largely untapped and for this reason, the businesses in this market are unable to enjoy the numerous benefits that cloud computing delivers. The image below captures the geographic distribution of the cloud computing market.
Figure 1 Cloud computing markets, https://legacy.trade.gov/topmarkets/pdf/Cloud_Computing_Top_Markets_Report.pdf
As is evident from the image above, Africa, and Latin America are some of the markets that are not fully served by the cloud computing industry. Canada and the Middle East are yet other markets where such US companies as Amazon do not have a significant presence (US Department of Commerce, 2016). These markets present opportunities for AWS. Amazon should be bold and quick as it ventures into these markets. As already stated, the firm should give special attention to the African market where investments in cloud computing technologies are nearly nil. While Europe and the US account for a bulk of the cloud computing market, these regions can be exploited further. Therefore, even as it looks to untapped markets for growth, Amazon should not abandon the markets where it already has a considerable presence.
Demographics
Apart from geography, the markets that Amazon needs to target can also be segmented in terms of demographic factors. Such demographic factors as gender, race and ethnicity do not appear to have any impact on the cloud computing market dynamics. However, as Balco, Law and Drahošová (2017) the professional backgrounds of customers influence the likelihood of embracing cloud computing technologies. According to these researchers, the technologies mostly find favor among individuals working in Information Technology (IT) related fields. Amazon should therefore market AWS particularly aggressively to IT professionals. There is some evidence that age has a significant effect on whether customers purchase cloud computing products. Generally, younger individuals tend to be technology savvier and therefore more likely to embrace cloud computing. This is not to say that Amazon should neglect older customers. If anything, the company should spare no expense in helping older customers to understand the tremendous value that cloud computing solutions can offer.
Behavioral Factors
Behavioral factors are another consideration that Amazon needs to make when selecting its target market. Wu, Buyya and Ramamohanarao (2018) explored some of these factors for their study. According to this trio, most individuals and firms that adopt cloud computing products tend to place emphasis on flexibility, are focused on improving revenue generation and lowering costs, and seek to work with other businesses that share their values. These behavioral issues could guide Amazon as it designs its marketing strategy. For example, as it tries to appeal to target customers, the company should remind them of the cost benefits of cloud computing as well as the flexibility that AWS offers.
Market Needs
As it markets AWS, Amazon should endeavor to meet the numerous and complex needs of the market. Reducing the high cost of data storage and management is among these needs. Olasvrud (2013) discussed the various factors that motivate companies to purchase cloud computing products. In his text, he identifies the quest for cost savings as among these factors. In essence, Olasvrud (2013) suggests that by by prioritizing the cost-saving benefits of AWS, Amazon can present itself as a firm that is dedicated to addressing the most pressing needs of its customers. Olasvrud (2013) also notes that the desire for enhanced performance and productivity are other needs that companies that adopt cloud computing have. Amazon can meet this need by packaging AWS as a tool for bolstering employee performance while boosting organizational productivity.
Perhaps the most important need that Amazon could help companies to satisfy is ensuring data security and integrity. In the recent past, concerns have been raised that the available cloud computing solutions have serious vulnerabilities that can be exploited to steal data and harm the financial health of companies (Suryateja, 2018). Amazon can allay the fears that customers have by assuring them that AWS is a robust and highly secure tool. Another need that Amazon can address using AWS is concern among many companies regarding the loss of control. There are firms which are reluctant to incorporate cloud computing into their operations because they fear surrendering control over sensitive data to third party companies. The concerns that these companies have expressed are legitimate since data is among the most essential resources that firms are using to safeguard their competitiveness. Amazon should assure its customers that when they trust it with their data management needs, it will spare no effort in helping the customers to retain control over their data.
Market Trends
There are various market trends that will certainly influence the marketing of AWS. One of these trends is the emergence of hybrid-cloud solutions (Mishra, 2020). Essentially, hybrid cloud refers to a new trend where companies are combining a variety of cloud computing technologies and solutions. For example, in addition to its own in-house cloud solution, a firm can also contract such third-party companies as Amazon to provide additional cloud computing service. Predictions by experts indicate that by 2020, as many as 75% of firms using cloud computing would have moved onto the hybrid model (Mishra, 2020). Edge computing and the internet of things are other trends that are reshaping the cloud computing space (Mishra, 2020). More and more firms are linking various connected devices to cloud computing platforms as part of their efforts to develop a sophisticated network of services, systems and networks that function together seamlessly.
According to Mishra (2020), the improvements in data processing speeds are another trend being witnessed in cloud computing. Basically, vendors of cloud computing products recognize that their clients are now demanding faster service delivery. In response, the vendors have invested huge amounts in infrastructure and systems that facilitate faster access to and the management of client data. The integration of cloud computing into disaster recovery and mitigation strategies is yet another trend that is taking place in cloud computing. Previously, cloud computing was a mere data storage and management tool. Today, as Mishra (2020) reports, it has become an essential component of disaster recovery plans. For example, suppose that following a cyber-attack, a company loses all the data stored in-house. Thanks to cloud computing, the company can restore operations by using backups stored in cloud computing platforms like AWS.
The incorporation of artificial intelligence (AI) into cloud computing is another trend that is changing the face of such products as AWS. Mishra (2020) observed that in the recent past, AI has been adopted for such purposes as reducing the energy that data centers hosting cloud computing services consume as well as helping vendors of these services to minimize the risk of hardware failures. Vendor consolidation, a renewed focus on security, the adoption of data analytics, and serverless computing are other trends that are redefining cloud computing (Forbes Technology Council, 2020). These trends indicate that customer tastes, needs and preferences are shifting. Amazon must keep up with these changes if AWS is to maintain its relevance and appeal.
Market Growth
The cloud computing market has experienced explosive growth over the last few years. As noted in a previous section, experts believe that the growth that the market is witnessing will be sustained over the long term. Gartner is among the organizations that have projected that the cloud computing market is poised for even greater growth in the future. As the table below shows, all major sectors of the market are set for expansion as an increasing number of businesses incorporate cloud computing into their service delivery and production systems:
Figure 2 Cloud computing growth projections, retrieved from https://www.gartner.com/en/newsroom/press-releases/2019-11-13-gartner-forecasts-worldwide-public-cloud-revenue-to-grow-17-percent-in-2020
From the table above, it is clear that the cloud computing market is immensely vibrant and holds tremendous potential. Given the upward trend, it is safe to conclude that as it makes AWS available in more markets, Amazon will succeed in establishing itself as the preferred provider of cloud computing solutions.
SWOT Analysis
A SWOT analysis is necessary to determine whether Amazon is properly positioned to leverage the growth in the cloud computing market as part of its campaign to promote AWS. The large and robust distribution network that Amazon has developed over the years is among its key strengths (Hassan, Sistani & Raju, 2014). The firm can leverage this network to reach customers. This is as opposed to such competitors as Microsoft which lacks the type of distribution channels that cloud computing products can demand. Another strength that Amazon possesses is its brand recognition (Hassan, Sistani & Raju, 2014). In its quest to cement its lead in the cloud computing market, Amazon can harness its name recognition to gain the trust and confidence of prospective customers. The high quality of Amazon’s products, including AWS, is yet another strength that has allowed this company to remain competitive at a time when other technology companies are grappling with a host of challenges (Hassan, Sistani & Raju, 2014). It is important to understand that while Amazon has numerous strengths, there are numerous weaknesses that could frustrate its efforts to market AWS. According to Hassan, Sistani and Raju (2014), the firm’s main weaknesses include the fact that the company relies mostly on its online platform, and its decision to expand its product offerings which has had a damaging impact on its brand. If the company fails to address these weaknesses, it will certainly struggle to find more markets for AWS.
Apart from the strengths and weaknesses discussed above, there are several opportunities and threats in the external environment that will influence whether Amazon is successful in marketing AWS. One of the opportunities that Amazon could exploit is an expanding global market. In their discussion, Hassan, Sistani and Raju ((2014) observed that there is growing demand for the products that Amazon sells and new markets are opening up. For example, as internet penetration in markets like Africa increases, Amazon will gain access to thousands of new customers who are eager to enjoy the benefits of AWS. It is crucial for Amazon to understand that there are multiple threats that could decelerate its growth. Some of these threats include security threats in the digital environment, strategic alliances among the company’s key competitors, and legislative measures designed to curb Amazon’s growth (Hassan, Sistani & Raju, 2014). For Amazon to thrive, it must respond to these threats. Competition from other technology companies that offer similar products for lower prices is another threat that confronts Amazon (Hassan, Sistani & Raju, 2014). There is no question that if Amazon fails to take action, it could see the gains that it has made become eroded by these threats.
Competitor Analysis
Amazon is not the only provider of cloud computing services. Google and Microsoft are other companies which also offer these services. These two firms are formidable competitors that are trying to steal some of Amazon’s share of the market. Their products are competitively priced and offer compelling and rich features. For example, Google makes its cloud computing product available to nearly all global markets. The global presence of this company makes it a formidable competitor to Amazon. In addition to promising security, this company also makes such promises as modernizing the infrastructure, enhancing the data management processes, and delivering business applications to companies that purchase its product. Google claims that its cloud computing platform is trusted by thousands of firms from a wide range of industries. Given that Google’s product is used by many firms, Amazon should be wary of competition and strive to enhance the quality, pricing and features of AWS. Microsoft Azure, the cloud computing solution provided by Microsoft is also feature-rich. For instance, some of the features that this product offers customers include scalable data management, security, and data analytics as well as integration of internet of things. Thanks to these features, Microsoft has been able to secure a substantial portion of the cloud computing market. Despite possessing numerous capabilities and features that should make them appealing to customers, Microsoft and Google still lag behind Amazon. Data shows that in 2019, AWS had a 32.4% market share. On the other hand, the share of Google Cloud and Microsoft Azure stood at 6% and 17.6% respectively (Chapel, 2020). These figures show that AWS has a commanding lead that the competitors will struggle to match.
Market Strategy
In the sections below, the marketing strategy that is to be used in promoting AWS is outlined.
Marketing Objectives
The primary objective that the marketing plan for AWS is intended to accomplish is to increase the market share of this product. As has been stated above, currently, 32.4% of cloud computing customers use AWS. The objective is to increase the market share to at least 35% within the next 12 months. To achieve this objective, there are numerous goals that Amazon should pursue as well. They include increasing the number of markets where AWS is available. In particular, Amazon needs to target Africa, Latin America and Eastern Europe. Another goal that Amazon should seek to attain is increasing the number of features packed into AWS to make this product more appealing than the alternatives.
Financial Objectives
In addition to the marketing objectives outlined above, AWS’ marketing plan is also established on specific and realistic financial objectives. The main objective of the plan is to increase the revenues that Amazon generates through AWS by at least 10% over the next one years. In 2018, AWS sales revenue stood at $25.65 billion (Chan, 2019). The fact that there are many markets that remain underserved and numerous opportunities in the market indicate that Amazon can indeed increase the revenues it obtains from AWS. Another financial objective that Amazon should seek to accomplish is increasing the profits that AWS delivers. To achieve this goal, the company needs to focus on cost savings and making AWS available in more markets.
Positioning Strategy
For Amazon to find success in its marketing of AWS, it needs to adopt a positioning strategy that elevates it above its rivals. As Kalafatis, Tsogas and Blankson (2000) noted, positioning strategy is concerned with the specific areas where companies focus their efforts in a bid to enhance their competitiveness and build a brand. According to these scholars, product quality, robust supply chains, focus on relationship building, and variety of products are some of the positioning strategies that companies usually implement. For the marketing of AWS, it is proposed that Amazon’s positioning strategy should emphasize price, security, and convenience. For example, Amazon should market AWS as an affordable cloud computing product that guarantees data security and is convenient because it spares firms the need to build their own infrastructure. This positioning strategy will enable Amazon to distinguish AWS from other products and address the needs of customers. For example, as pointed out earlier, many customers are desperate for cloud computing products which assure them that their data will be accorded the highest security. The positioning strategy will form part of Amazon’s campaign to address this need.
Marketing Tactics
The marketing of AWS will only succeed when a number of strategic measures are instituted. Some of these measures are explored below.
Product
AWS is the product that is to be marketed. However, in order to enhance the appeal of this product, Amazon must focus on its distinguishing features and consider imbuing it with more components that resonate with customers. For example, Khan et al. (2011) shed light on some of the features of cloud computing products to which customers tend to gravitate. These features include security, scalability, failure management, competitive pricing, resource management, shared ownership, robust privacy protocols, internetworking, and interoperability. Some of these features are already integrated into AWS. Amazon needs to ensure that its marketing messages emphasize these features. The company should also update AWS with features that will set it apart from such other products as Microsoft Azure and Google Cloud.
Price
In addition to ensuring that AWS is rich with features, Amazon should also price this product properly. In fact, Amazon may need to reduce the price of various AWS packages. The following table offers a comparison of different AWS and Microsoft Azure packages in terms of pricing.
Figure 3 Azure vs AWS hourly rates, retrieved from https://cloud.netapp.com/blog/azure-vs-aws-pricing-comparing-apples-to-apples-azure-aws-cvo-blg
As is evident from the table above, the hourly rates for the basic packages of Azure are more affordable than those of AWS. Even for higher tier packages, Azure is generally cheaper. It is hereby proposed that as it markets AWS, Amazon should be prepared to reduce the prices. It should consider the prices of alternatives like Azure and Google Cloud as the benchmark.
Distribution
Apart from pricing and features, Amazon should also leverage distribution in the marketing of AWS. In a previous section, it was noted that Amazon relies heavily on its digital infrastructure and has not invested in physical stores. For this reason, the company may struggle to reach customers in markets with low levels of internet penetration. However, given that AWS is a digital product, Amazon does not need brick and mortar stores. Instead, it can simply distribute AWS through the existing digital channels.
Communication
Communication will form an essential component of the marketing campaign for AWS. Essentially, through communication, Amazon will succeed in persuading customers to opt for AWS over the numerous alternatives in the market.. In addition to crafting messages that resonate with customers, Amazon must also use the appropriate channels. It I recommended that AWS should communicate primarily through digital networks. For example, apart from its website, the firm should also use social media platforms to engage prospective customers. In such developing markets as Africa, Amazon may need to use more personal communication approaches. For example, it could deploy sales agents whose mandate should be to highlight the advantages of AWS and address any concerns raised by the potential customers.
Research
Rigorous research should also be integrated into Amazon’s efforts to promote AWS. Among the specific questions that the research should address are the specific needs of customers. Having understood these needs, Amazon can then position AWS to address them. Additionally, the company should carry out research on such issues as the demographic profile of potential customers, the sociopolitical environments of the countries that it wishes to expand into, and the strategies that have allowed other providers of cloud computing technologies to succeed in the target markets. Basically, Amazon should use research as an instrument for gaining deeper insights into these markets. The insights that the research generates should then be used to make improvements to AWS so that it is better aligned with the situation in the markets that the company is targeting.
Financials
There are numerous financial considerations that will determine whether Amazon is able to use AWS to power its growth. In this section, light is shed on some of these considerations.
Break-even Analysis
Break-even analysis is an essential process that enables businesses to establish the viability and financial sense of the endeavors that they wish to pursue. As it conducts break-even analysis, a firm essentially needs to compute the volume of products that it must sell in order to recoup the costs that it has incurred. To calculate the break even point for AWS, one would need to establish the variable costs as well as the price at which this product is to be sold. However, given that AWS is not a product that can be viewed purely in terms of units sold, it is best to conduct the break-even analysis in terms of the cost of acquiring new customers. Marketing costs are the main expenses that Amazon will incur. Given the massive scale of the marketing exercise, it is rather difficult to determine the amount spent on marketing. Additionally, the computation of the break-even point is further complicated by the fact that as it ventures into new markets, Amazon is unable to predict and budget for all the costs that it will incur. However, it is reasonable to predict that the break-even point will be reached within months after the launch of the marketing campaign. AWS is a remarkably popular product. Despite being priced higher than the alternatives, this product continues to command the biggest share of the market.
Sales Forecast
Before Amazon proceeds with marketing AWS into new markets, it should first confirm that this product will generate enough sales to justify the marketing campaign. Experts are convinced that AWS is poised for strong sales growth. For example, in his report on Amazon’s financial performance, Hussain (2019) noted that while investors are disappointed with the revenues generated through AWS cloud, the amounts that this product has delivered has been on a constant upward trajectory. The graph below summarizes the trends in the sales from AWS:
Figure 4 Trends in AWS sales revenue, retrieved https://www.reuters.com/article/us-amazon-com-stocks/amazon-sales-forecast-slower-cloud-growth-disappoint-investors-idUSKBN1X41MS
The graph above shows that over the past few years, AWS has continued to account for a significant portion of Amazon’s revenues. This product will certainly remain one of the company’s most profitable. For example, in a previous section, it was reported that projections indicate that the cloud computing market is set for a significant expansion. Being a market leader, Amazon will definitely benefit from this expansion in terms of greater sales revenue. For example, suppose that after marketing AWS, Amazon increase its market share to 35%, Suppose further that the projections that by 2025, the size of the cloud computing market will be US$ 285.3 is realized. The sales revenue from AWS will be $99.855 billion.
Marketing Budget
Marketing campaigns tend to be costly undertakings. As it promotes AWS, Amazon needs to provide a healthy budget. A proposal is hereby made that Amazon should set aside as much as $3 billion. This figure is based mostly on what the company currently spends on marketing and advertising. For example, in 2019, the firm’s marketing expenditure was $11 billion (Spanier, 2020). Much of this amount was spent on promoting Amazon’s online store. However, given that cloud computing presents the next frontier of growth, Amazon needs to invest more on the marketing of AWS. The $3 billion marketing budget will enable the company to reach more customers using a variety of communication channels. The amount will also allow the firm to hire more employees who will be charged with promoting the product.
Conclusion
In closing, Amazon is among the most successful technology companies. While much of the company’s growth has been driven by such segments as Amazon Studios and the shopping platform, AWS has also contributed significantly to the company’s growth. In addition to helping companies to streamline their data storage and management processes, AWS has also improved performance as well as delivering organizational productivity benefits. However, AWS faces intense competition from such alternatives as Microsoft Azure and Google Cloud. This competition is unrelenting and Amazon must innovate if it is to remain relevant. To improve AWS, Amazon should be guided by the different trends and changes taking place in the cloud computing business. For example, the firm could incorporate AI and data analytics into AWS. Even after injecting more features into AWS, Amazon should understand that it will still need to spend huge amounts on aggressive marketing initiatives. Apart from adequate funding, the company will also need to develop marketing messages that echo the needs of target customers.
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