Marketing plan for amazon.com Research Paper Example | Topics and Well Written Essays - 1500 words

Marketing plan for amazon.com - Research Paper Examplecific industry in which Amazon.com operates, the organization requires a holistic commercialiseing strategy associated with the Amazon name rather than attempting the laborious and costly activity of differentiating each and every market in which the phoner maintains a presence.Therefore, the company should be focusing on building a brand personality for the company as a whole, making a variety of markets gain gilt impressions of the company and not the products or industries in which the business operates. The marketing strategy is to ensure that disparate consumer segments build a perception of brand preference for Amazon.com over its plethora of different competitors. Brand preference is defined as the level to which consumer segments prefer a company or brand after weighing par related to product availability and pricing structures (Boone & Kurtz, 2007). It is the extent to which consumers would rather make purchases with one company over other competitive offerings in an established market. publicise is a powerful influence in creating brand preference (Jedidi, Mela & Gupta, 1999). Price is also a substantial persuasion that impacts the level of demand that companies can stock which is an indicator of brand preference (Draganska & Jain, 2006). Amazon.com, as a company that has been in operation since 1994, has already established brand recognition and brand awareness with millions of consumers which is confirm by attained r pull downues of $61.09 billion in 2012 (Amazon, 2013). However, if the company can establish brand preference, it will open many new market opportunities and increase market share for this company that is still in the growth stage. Companies that have managed to establish brand preference experience higher revenue growth and can even allow organizations to charge higher prices since consumers believe in the quality and integrity of the brand (Chaudhuri & Holbrook, 2001).To acc omplish this goal of establishing more significant brand