Strategic Marketing Plan for Amason.com

Strategic Marketing Plan for Amason.com

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Executive summary

Because of the fast changing business environment, firms have to formulate or adjust or readjust their strategies to respond to the changing environment in order to obtain sustainable competitive advantage. Strategic marketing plan focuses on adapting the firm to a changing environment more effectively against its competitors. Hence this paper aims to provide a practical strategic marketing plan for a selected company (Amazon.com).

To achieve this paper, the following issues has been addressed: a brief of Amazon.com, business mission and strategic objectives of amazon.com, analysis of the internal and external business environment, assessing key success factors, SWOT analysis, basis for strategic thrust, developing medium term strategic options, recommended strategy medium term 3-5 years, strategic marketing mix, managing and developing strategic direction.

This plan may have provided Amazon.com a clear strategic marketing direction under the changing business environment and the changing needs of the target audience.

Swot analysis

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SWOT-Analysis-Chinese

The company has to face the new problem and seek ways to deal with it in order to obtain sustainable strategic advantage by developing the strategic marketing plan which is actually a key for a firm to survive in the changing business environment. The environment and key success factors are general favorable to Amazon.com. For Amazon.com, the key is to differentiate itself from competitors through good services development that helps build better customer relationship. The medium term strategy has provided a guide as to how to achieve this within 3 years.

Table of Contents

Executive summary………………………………………………………….

1.0 Introduction………………………………………………………………

2.0 A short brief of Amazon.com…………………………………….……

3.0 Business mission and strategic objectives………………….………

3.1 Business mission…………………………………………….…………

3.2 Strategic objectives……………………………………….………….

4.0 Analysis of the internal and external business environment……

4.1 Internal business environment……………………….……………..

4.2 External business environment……………………….…………….

4.3 Key...