Final project - Management
previous sequence attachedFINAL PROJECTAssignment
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AMAZON COMPANY CONTINUES
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Due by Weds of Week 10 by 11;55PM CST, your final project is a culmination of previous milestones. Your task is to compile all previous milestones and ensure any previous feedback given is addressed by this final submission, if warranted. In addition you are to add this last final section as well into the submission closing out your digital strategy presentation
1) KPIs: What are going to be 3 key metrics you will use to measure performance in your strategy and why?
2) What specific numeric goal are you giving each metrics? Example: Grow customer acquisition by 20\%
3) For each metrics and stated numeric value goal, provide a justification based on industry research why that goal is achievable, and cite your industry reseach.
4) Provide a final 1-2 slide summary of the strategy. Recap its need to be conducted in order to grow your metrics identified and provide the value needed in the marketing problem,
5) For fun, provide a final slide with a quote from a business leader you find inspirational that fits your strategic plan as well.
This final section should be approximately 3-4 slides to be attached to all final milestones as well for a total presentation to be submitted by the deadline. 3-4 speaker notes per slide are expected.Project Milestone 4
Amazon Company
Organizational Chart of the Digital Marketing Department
In this organizational structure, there is a single director of the digital marketing department. This position can be potentially filled by a Chief Customer/Marketing Officer who either sits on or reports to the board.
Below the director of the digital marketing department is a set of operational heads who are responsible for the customer experience, acquisition of customers, and customer engagement.
Each of these operational heads has several managers to oversee diverse aspects of their domain. For example, the head of customer engagement has managers who will oversee email marketing, social media, accounts, and the call center.
Each of these domains will have dedicated employees working on innovation, R&D, and implementation.
2
Key Resources
Head of Customer Experience
Improve brand loyalty and customer relations
Meet with the management and other stakeholders to discuss potential initiatives.
Gather data to identify problems and potential solutions (Verhoef et al., 2019).
The head of customer experience is in charge of overseeing the development and implementation of company-wide initiatives that improve customer relations and brand loyalty. By using their leadership and planning skills, they can come up with goals that can help improve customer experience.
He/she will regularly meet with top-level executives and department heads to discuss potential plans and initiatives to implement. Additionally, he/she will network with company stakeholders and business leaders to develop better strategies for customer experience.
The head of customer experience will collect and analyze data to make well-informed business decisions. This can be achieved by gathering feedback, such as surveys, from customers to learn more about their experience with the company.
This will help him/her identify problem areas within the company and find solutions for them.
3
Key Resources
Head of Customer Acquisition
Create and maintain the acquisition engine.
Drive acquisition and conversion through paid tactics.
Drive acquisition and conversion through organic tactics.
The head of customer acquisition facilitates the business process of getting new clients to adding them to the existing database.
He/she will build and maintain the growth and acquisition engine for the company.
He/she will implement cross-platform strategies to drive acquisition and conversion through paid tactics such as paid social, SEM/ASA, affiliate marketing, and paid display.
He/she will drive acquisition and conversion through organic tactics such as SEO/ASO and Partnerships.
4
Key Resources
Head of Customer Engagement
Establishes and mains relationships with clients.
Uses high-tech tools to enhance customer engagement.
Forecast market trends (Verhoef t al., 2019).
The head of customer engagement is responsible for creating and maintaining important relationships with cuProject Milestone 3
Amazon Company
Digital Marketing Strategy Framework
Step 1: Awareness
Reach: Aim to increase the number and diversity of the platform’s users.
Brand Awareness: Maintain current clients and gain new ones.
The social media framework includes brand awareness and reach at the start, recognizing that in a digital environment, awareness can take place faster than in the offline environment (Hanlon, 2019).
Using social media advertising, a new service can be targeted at specific customer groups, personas or other demographics, to gain awareness within minutes.
To build awareness, the digital marketing strategy framework has 2 major factors. First, there is reach. Both sellers and buyers that fit the Amazon Marketplace profile will be targeted. Having a wide reach will increase the number and diversity of the platform’s users. This will be achieved through the use of social media, SEO, and content marketing.
Second, there is brand awareness. Although Amazon is already the leading brand in ecommerce, there is a need to keep on promoting the company to consumers to ensure everybody is reminded of the value it offers its clients compared to other platforms. Brand awareness is not only vital in maintaining the current clients but gaining new ones as well.
2
Digital Marketing Strategy Framework
Step 2: Consideration
Traffic: Use of SEO.
Engagement: Use of social media and content marketing.
To ensure that potential clients consider the Amazon Marketplace as their default e-commerce platform, the digital marketing strategy framework has two major factors: traffic and engagement.
Consideration is the stage where visitors are thinking about your brand and this may result in web traffic, talking about the brand online or other engagement, those with apps or software may gain downloads or installations, videos may be watched, leads generated or messages sent to Amazon.
It might also involve finding more information to think about things, before taking a big decision.
SEO will be used to drive traffic to Amazon’s website while social media and content marketing will be used to promote engagement between clients and the company.
3
Digital Marketing Strategy Framework
Step 3: Conversion
Online sales: Facilitate an increase in online sales.
Conversion: Drive more people to purchase products after reviewing them.
To convert engagement and traffic into actual sales, the conversion phase of the digital marketing strategy framework has 2 main factors: online sales an conversion.
In a digital environment conversion can take place immediately after awareness. For instance, a client may watch an influencer on YouTube talking about a specific product, search and buy in minutes. This is one of the major differences in digital marketing (Hanlon, 2019).
It is also possible that once a product or service has been considered (whether that’s in minutes or months), a person moves to conversion, which can mean different concepts for diProject Milestone 2
Amazon Company
Amazon Company
Amazon is a multinational technology company, which has various businesses including e-commerce, digital streaming, and cloud computing.
Amazons e-commerce platform: Amazon Marketplace.
This platform enables third parties to sell products at a fixed price alongside the regular offerings of Amazon.
Amazon is a multinational technology company, which has various businesses including e-commerce, digital streaming, and cloud computing.
This presentation focuses on the e-commerce platform of the company.
Amazons e-commerce platform is referred to as the Amazon Marketplace. This platform enables third parties to sell products at a fixed price alongside the regular offerings of Amazon.
This presentation reviews a problem that Amazon faces on its e-commerce platform. It also discusses several digital marketing tools that can be used to alleviate the problem.
2
Analysis of the Problem
Current problem: Growing competition in the e-commerce space.
Propagated by the Covid-19 pandemic.
Current and new businesses embracing virtual operations.
Amazon is losing its market share in the e-commerce space (Waters, 2021).
One of the major problems that Amazon is currently facing is the growing competition in the e-commerce space. This problem has occurred due to the technological growth of virtual stores and the lockdown experienced during the height of the Covid-19 pandemic.
Before the Covid-19 pandemic, the e-commerce wave was starting to slowly take up the shape with many people acknowledging the promise of e-commerce over the regular markets. However, the lockdowns during the pandemic resulted in the e-commerce wave growing rapidly.
More brands and companies realized that there was a need to focus their energies on e-commerce in order to remain profitable, access their customers, and minimize costs related to distribution.
Although Amazon still leads in the e-commerce platform rankings, it is losing its overall market share. For instance, by the end of 2021, Facebook’s Marketplace had crossed 1 billion monthly visitors (Waters, 2021).
Currently, more people are embracing the e-commerce culture with both established and startup businesses selling their products on e-commerce platforms. In fact, some businesses have no brick-and-mortar stores.
3
Target Market
Upper and middle-class consumers
People who own smart devices or home computers
Mostly between 18 and 44 years.
60 percent of the market is from the US
According to Wells, Danskin, and Ellsworth (2018), Amazon’s targeted customers are comprised of the upper and middle-class consumers who own smart devices or home computers.
These individuals mostly fall between the ages of 18 and 44 years.
60 percent of the target market is made up of people from the United States (Terry-Armstrong, 2019).
Additionally, Amazon’s targeted customers are individuals who prefer online shopping due to its competitive prices, fast delivery, and conveni
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We can mention at least one example of how the violation of ethical standards can be prevented. Many organizations promote ethical self-regulation by creating moral codes to help direct their business activities
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The inbound logistics for William Instrument refer to purchase components from various electronic firms. During the purchase process William need to consider the quality and price of the components. In this case
4. A U.S. Supreme Court case known as Furman v. Georgia (1972) is a landmark case that involved Eighth Amendment’s ban of unusual and cruel punishment in death penalty cases (Furman v. Georgia (1972)
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