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

Marketing plan for amazon.com - Research Paper Example cific industry in which Amazon.com operates, the organization requires a holistic marketing strategy associated with the Amazon name rather than attempting the laborious and costly activity of differentiating each and every market in which the company 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 favorable 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 equality 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. Advertising 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 expect 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 justified by attained revenues 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 accomplish this goal of establishing more significant brand