TheBrand, Social Networking And Four Ps of Marketing
Amazon isone of the most successful retailing brands in the world with anactive organization culture, competent management, innovative teamsand revolutionary strategies of doing business. Other than the UnitedStates, Amazon is operating in other countries such Germany, India,United Kingdom, China and Japan (Hill & Jones, 2016). Amazon isan American brand that has gone International and was founded in1994. The company has employed 180,000 employees in the United Statesand 306,800 worldwide employees both in part-time and full-time jobs.The brand is $250 billion market value and thus the most treasuredretail trader in the world. One of the most enduring successes is theuse of many levels marketing strategy. Some of its strategies thatfacilitate expansion include the use of business to customer strategyand enterprise to enterprise strategy (Zhao, 2014). The mostinnovative are the use of Amazon marketplace platform to link clientand client, and thus the brand serves as an intermediary.
Theorganization embarks on a variety of products dealing with an onlinebookstore, electronic commerce, audio books, software, video games,DVDs, CDs and many other items. The brand benefits nearly 130 millionclients in their United States website as at close of 2016 (Lewis,2015). The brand has made huge investments in technology thuspositioning itself and giving it a competitive advantage over thecompetitors. Such technologies include quicker, high computingcapability and cheaper cloud computing. The brand is the mostestablished and reliable provider of cloud computing infrastructureworldwide. Other technological services include databases,networking, storage, application services and mobile platform (Hill &Jones, 2016). Amazon has embarked on the strategy of Merchantpartnerships to enhance its service delivery and assist infacilitating expansion strategy. For instance, the brand partneredwith DC Comics, the postal departments of the United States and civilaviation authority. These partnerships will enable the company toventure in innovative activities in future such as deliveries usingdrones (Hill & Jones, 2016). Amazon management obeys thecompany’s vision of maximum and efficient productivity by combiningvarious cultural reinforced distinctive systems of active management.
The companyalso enjoys one of the best management models that have survived thetest of times for the last 22 years. The brand embarks onrevolutionary strategic planning and implementation with the aim ofbecoming the most progressive brand in the world. Amazons are amongthe fastest growing companies that have undergone tremendousevolution due to the company’s spirit of novelty and innovation.The company has dedicated workforce whose professional growth dependon their innovativeness, effectiveness, proficiency, productivity andvalue addition to the enterprise (Zhao, 2014). These values arevaluable in encumbering optimum efficiency of the brand and thus savethe company’s enduring culture and will move it to the next levelof performance. Additionally, the brand`s managements celebrate andrewards achievements, consolidate different assumptions, bringtogether teams plan efficiently and develop effective ways of solvingconflicts. For instance, the management ensures that the teamsconsist of the fewer members.
Simultaneously,the team does not conceal valuable organization information tooutsiders. Amazon is planning to diversify business by increasing thevariety of delivered products (Zhao, 2014). Simultaneously, they alsoplan to expand the business to reach more people within and withoutthe United States. Correspondingly, one of the most effectivestrategies is hiring highly qualified and enlightened graduates whobring together ground-breaking ideas making the brand among the mostevolving in the world. However, the company is facing challenges ofinability to develop high performing teams thus leading to the lackof dynamism and competitions between members of the same team (Lewis,2015). The brand also faces the challenge of price increase to theirprevalent Prime service due to profitability pressure, competitionfrom prominent brands and management challenge as a result of itsmassive expansion strategy.
Socialnetworking entails online platforms that individuals use to buildlink and develop social relations with the different individual thatshare a similar background, interest, activities or career(Cunningham, 2013). Some of the distinguished social networkingbrands include Facebook, LinkedIn, Twitter, and Pinterest. There arevarious advantages of internal social networking in a company. Socialnetworking builds connectivity and promotes interaction in theworkplace and thus may be a powerful tool for creating working teamsand enhancing cohesiveness (Kurylo & Dumova, 2016). It also opensthe link the employees to the outside world and offers real-timeawareness that may be useful in building corporate connections.Brands can access the most recent details of competing products fromthe information in social media including the available data on thereceptivity of the product by the people. Consequently, suchinformation can guide the company in decision making, unlike thesituation where there is little or no information regardingcompetitor’s products (Cunningham, 2013). Social networking canalso lead to the establishment of dialogue between employees andemployer, provide feedback from employees especially critics andenhance corporate ingenuity.
Disadvantagesof social networking include the fact that there may be various risksof using social media in a workplace including opening up the avenuefor probable hackers who may launch spam and viruses and the risk ofdata theft (Kurylo & Dumova, 2016). Employees may also shareconfidential brand information with outsiders and competitors with orwithout knowledge of the possible consequences. Besides, there can bedecreased productivity because some employees may take advantage ofthis offer to continuously chat without working. There can beprospective legal implications to the brand should the employee makenegative comments against the company (Cunningham, 2013). Similarly,the illicit, objectionable and offensive material may be sharedresulting in damage to the company reputation. Other demerits includebacklash and privacy loss.
There existfour significant marketing elements that are crucial to marketingbusiness or products in the market (Baines & Fill, 2014). Theyinclude promotion, price, product, and place. The most significantfactor to consider as a marketing executive is a product. Candies areone of the sweetest and valuable food substances that includechocolate, sugar candy, and chewing gum among others. Accordingly,the quality of the products cannot be compromised. Candy feature suchas appearance, ingredients and the taste of the area clients will besubstantial while making and marketing candies (Marich, 2013). As anexecutive manager, I would tailor the production of candies in a waythat the highest quality products are produced. The needs and tastesof clients would be the most significant factor to consider whileplanning creating high-quality candies. Candies are not the mainfoods substance, and thus production should be structured in a waythat quality and the unique features of the product guides theprocess of production and marketing (Marich, 2013). Improvements ofthe product also entail careful packaging processing and offering thebest service to the customer to enhance loyalty and promote newreferrals. Candy ought to be compelling so that clients can beattracted to it. Otherwise, they may not be purchased irrespective ofwhether the price, place or promotion is favorable. Moreover, thefeatures of the product somewhat dictate the price, promotion, andplacement. As such, the primary needs of the client are met by theavailability of the right product (Baines & Fill, 2014). Changesthat may be made to the candy regarding product include packaging,quantity, appearance and quality to make them more appealing tousers.
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Hill, C. W.L., & Jones, G. R. (2016). Strategic management: an integratedapproach. Boston [u.a.], Houghton Mifflin.
Kurylo, A.,& In Dumova, T. (2016). Socialnetworking: Redefining communication in the digital age.Madison [New Jersey] : Fairleigh Dickinson University Press.
Lewis, P.S. (2015). Management: challenges for tomorrow`s leaders. Mason, OH,Thomson/South-Western.
Marich, R.(2013). Marketingto moviegoers: A handbook of strategies and tactics.Carbondale: Southern Illinois University Press.
Zhao, F.(2014). Entrepreneurship and innovations in e-business: anintegrative perspective. Farmington Hills, Mich, Thomson Gale.