Amazon is described as “an e-commerce and cloud computing company, offering the internet’s largest retail platform,” situating the industry giant between multiple product categories (Interbrand, 2017).
Example Market
The example market chosen for Amazon is China, one of the main areas of potential failure for the company. Cultural factors that impact marketing include language, the ways consumers interact with digital sites/graphical user interface, the types of products being offered, and content.
Message Strategies
The message strategies Amazon uses in the home country are completely different from what is used in China due to differences in socio-linguistics and semantics. Visuals are also radically different, and some Korean online firms understand Chinese aesthetics better than Amazon (Caixa Liu & Jinhwan Hong, 2016)
Localizing Efforts
Amazon has purchased local companies in China like Joyo, to try and start with the localized platforms. However, the rebrand as Amazon was not as successful as was expected (Dunn, 2017).
Marketing Challenges
Chinese consumers might have preconceptions about Amazon. Also, “online shopping in China is not widely practiced and organisations investing in B2C online shopping need to understand the factors that affect Chinese consumers? online buying behaviour,” (Clemes, Gan & Zhang, 2014,...
References
Caixia Liu & Jinhwan Hong (2016). Strategies and service innovations of haitao business in the Chinese market: A comparative case study of Amazon.cn vs Gmarket.co.kr. Asia Pacific Journal of Innovation and Entrepreneurship 10(1): 101-121.
Clemes, M.D., Gan, C. & Zhang, J. (2014). An empirical analysis of online shopping adoption in Beijing, China. Journal of Retailing and Consumer Services 21i(3): 364-375.
Dunn, J. (2017). Amazon is still getting dominated in China. Business Insider. 22 Feb, 2017. http://www.businessinsider.com/amazon-market-share-china-alibaba-jd-chart-2017-2
Interbrand (2017). Amazon. http://interbrand.com/best-brands/best-global-brands/2017/ranking/amazon/
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