Rashri Baboolal-Frank
The study unpacks the different strategies of strategic marketing in organization from internal to external marketing. The hypothesis of this research is that the external approach regarding focusing on the customer’s needs and wants applying it to the organization of Amazon is mutually beneficial and is a successful strategy for the business continuity and escalated profit margins of Amazon. The vision and mission of Amazon, shows that Jeff Bezos focuses on customer satisfaction to improve and expand the business, in an innovative manner, that is an unorthodox co-petition strategy. The research exposes that by applying the SWOT Analysis to the marketing strategy of Amazon illustrates the holistic overview of both the successes and weaknesses of the company, and that overall Amazon is in a stable and lucrative position as an organization by adopting a customer centric positional strategy for success of their organization. Furthermore, the 3P’s illustrates that Amazon employs both internal and external marketing strategies.