Company Overview- Amazon Inc.

Amazon Inc. Name Institution / Affiliation Introduction In the current economic times, customers prefer a brand they distinguish compared to unfamiliar brand. As a result, organizations must create a love for their brands in the minds of the consumers to compete effectively in the marketplace. The willingness of a customer to purchase a product is influenced by many other factors among them brand awareness. Companies and products with a higher level of brand awareness will have a large market share. Therefore, this paper seeks to examine Amazon Inc. brand awareness and reputation, growth analysis and compliance to the spam and privacy laws. Company overview Amazon Inc. is by far the largest E-commerce Corporation across the world dwarfing other online retailers such as eBay, Wal-Mart, Google, Ali Baba, Costco Wholesale, Alphabet and Target Corporation in sales, revenue and brand awareness. It is barely the same organization it was in 20 years when the e-commerce was still moderately insignificant industry and the promising online retailer entirely sold books. Today, it is considered as the global most valuable brand, shipping a mind-blogging number of goods to billions of customers around the world. In 2018, for example, the company recorded sales of $ 232 billion that saw the company generate over $10.07 billion compared to $ 1.6 billion in sales in 1999 (Althafairi et al., 2019). The rapid growth for the company stems from innovative technologies and practices championed by the management. In the United States, Amazon commands a 49% online retail market share equivalent to 5% of all retail spent across the entire country. The company market share surpasses the three major competitors combined; Wal-Mart at 3%, eBay at 4% and Google at 12%. It is estimated that nine in every ten consumers in the United States will check for a product in Amazon. It also has over 95 million people who have enrolled in Amazon Prime memberships. 40% of the prime member spends over $ 1000 yearly in purchasing products and services from the business. In a nutshell, Amazon brand is very familiar among the universal web shoppers with over 90% brand awareness in the United States (Althafairi et al., 2019). In the modern aggressive environment, brand management is a vital element for corporation particularly with the ever-growing conversations in online platforms such as social media, blogs, and other internet searches (Djukic, 2011). Normally, a positive brand reputation promotes loyalty and customer confidence which helps in increasing sales and growth of a business. Amazon brand is well-positioned as a familiar industry-leading resource and solution for global online consumers. The company has continued to set the bar as an excellent corporate reputation measured under financial performance, customer service and quality of products and services. The company brand reputation can also be attributed to the ability to satisfy stakeholders as well as the corporate social responsibility (Schlosser, 2019). Amazon growth analysis Communities and audiences play a vital role in the growth and development of an organization. However, building a community of people that support an organization brand and products takes time, hence an organization must use strategize on tactic that help them reach the audience with ease. Audience is considered as the people who a publication, advertisement or other marketing message targets. Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. Typically, the process of creating communities involves tapping into the passions of an audience and allow them to see your product or brand as part of their daily lives. Amazon growth and expansion as an online retail business is significantly supported by intensive growth strategies. The generic and intensive strategies for growth have placed the company as a giant in the global e-commerce market (Althafairi et al., 2019). For example, to achieve cost leadership, the organization leverages technological tools and achieve operational efficiency. To effectively reach new audiences and communities, the organization can use social media tools and techniques. Social media plays a vital role in spreading a word about business as well as generating brand awareness. Even more important than awareness, it helps a business to grow relationships with the target audience (Djukic, 2011). Research shows that social media users spend 70% of their media time on social media platforms. Effective use of social media platforms can allow Amazon to come closer and interact with the audience at a personal level. Sales will not happen until you make it happen by interacting closely with the audience. In a nutshell, social media delivers significant results in leads, branding, and sales at a favorable cost. The global social media is dynamic and constantly changing. Today, there are over 3.3 billion global social media users, with the number growing at an average of 288 million users annually. For instance, in 2018, Facebook had over 2.32 billion monthly users. Further, research shows that 63% of customers prefer their complaints to be addressed through social media platforms, with 90% of the social media users having used the tool to communicate with the brand or business. Moreover, 71% of customers who have better experiences are likely to recommend the business to other users leading to increased brand engagement (Gandey, 2019). Consequently, this makes social media as ideal tool of reaching new audience and developing communities. Amazon can also utilize cause marketing strategies in reaching its target audiences. Typically, people love giving back to the society. Many audiences like to know their purchases will have an impact on the vulnerable groups as well as development of the society at large. Amazon can create partnership with non-profit organization as a form of reaching new audiences. This approach of marketing entails partnership that benefit both parties. For instance, the amazon can create online educational programs that address the challenges the society are facing. Similarly, the organization can set part of the revenues for donations. Further, amazon can use earned media or personal relations to reach new audiences. Earned media entails the free exposure of company information through public relations. These might include print media such as newspapers and pamphlets or electronic media such as blogs and Instagram platforms. Research show that people trust earned media as there are no exchange of products, service or funds. Also the organization can utilize viral marketing and word of mouth marketing through brand ambassadors. Search engine optimization is vital tool the organization can utilize to reach new customers. It involves tools such as keyword selection, Meta tags, keyword selection and optimization. Normally, latent semantic indexing keyword help organization content become more contextually relevant to both users and search engines. To enhance its effectiveness, the phrases should connect to the primary keyword. For instance, when writing a blog post with a primary keyword “t...