The Positioning of Amazon in China Research Paper

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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, p. 364). Competitors are edging their way into the Chinese market, like Haitao, which “can be understood as service innovation process because it creates new market spaces and provides differentiated values for Chinese customers,” (Caixa Liu & Jinhwan Hong, 2016, p.

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101).

Part Two

The Brand’s Competitive Set

Amazon has few parallels in the United States. In China, however, Amazon has company. Alibaba remains the most important member of Amazon’s competitive set (Dunn, 2017). However, other key players like Haitao are poised to threaten Amazon in China (Caixa Liu & Jinhwan Hong, 2016).

Advantages Over Competitive Set

Amazon has several advantages over its competitive set. Those advantages include global brand identity, which transcends that of Alibaba, a massive and well-structured supply chain that is unparalleled in digital marketing, and access to networks of transportation, warehousing, and distribution around the world. This means that Chinese consumers can access products that they cannot get using other services online.

Target

Amazon targets a broad consumer base in every market around the world. Therefore, it needs to focus more on segmentation. Different product categories and services like Prime will appeal to different people. Also,….....

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