Amazon Inc. Report: Marketing Strategies And Techniques

Task Description:
The purpose of this assignment is to provide you with industry experience in critically analysing social media management issues from both an academic and practitioner viewpoint, and identify ways that the messaging and approach can be improved.
You are to select one (1) company (subject to approval of lecturer) and individually prepare a 1,250-word report addressing the following key elements:
•Identify the strategies the company is demonstrating across traditional, online (websites/blogs/Google) and social media; specifically, what strategy has been used.
•Identify the messaging and channels they are using online and advise whether they are appropriate to the brand and their known objectives (appropriateness should be articulated through academic research and/or comparing with competitors who have used the same techniques).
ADDITIONAL GUIDELINES
•The project should be written in a report format which includes a cover page (with name, student number and word count total), introduction, conclusion and appendices.
•The project report should be double spaced, using 2 cm margins and 11 point font Times New Roman.
•References should be in Harvard or APA style.
•Individual social media posts used as a current example and referenced should be print screened and annexure to the document.
•Reports must include references to academic sources (minimum 6 relevant academic journal articles).
NOTE WELL: Your project will serve as a starting point for the direction you will take when developing your content strategy in your Portfolio second assessment piece (ie. your Project Portfolio-）
report writing hints
General Information
1.Please use the assignment task, as outlined in section 5.5 of your Course Profile.
2.Refer to your criteria sheet that was uploaded onto Blackboard (Assessment page); consider applying the most words to those sections which hold the greatest weight (shown in left column).
3.The word count is 1,250 words, if you go 10% above the word limit you will potentially be marked down (in-text referencing is counted in word limit, however not the cover page or references page at the end). This is good practice on how to be succinct, which is often the requirement when updating management of a company that you might be working for.
4.This assignment is essentially identifying the state of activities for your company, what it all means and if there are issues.
5.Assignment 2 will be where you make your actual recommendations to be done and provide practical improvements.
6.You need to select a company, which has enough information available to complete both assessments. I am happy for you to choose a company either in Australia or another country. You will write down your company in class on Friday (Week 3).
7.Only look at the company in one geographic location, such as in Australia or China etc (for example, a global brand would only be analysed by you for what they are doing in one country). You do not have enough words to analyse properly the activities and what it means for various markets all over the place.
Please ensure if you choose an overseas company, I need to see what you are analysing in your appendices in English, you may use Google translate (provided it makes sense). Your academic papers used for research must be from papers written in English only.
8.Lastly, please look at the various campaigns / tools being used together to determine the marketing strategies and whether these messaging/channels align with the objectives and brand of the company.


Layout for report:

Provide a title page

1.Introduction

Make this brief, it is not an Executive Summary – give me the company, what this report is about with the topics to be discussed. Don’t go into great detail or present research with references here, you do not have enough words.

2.Company Overview

•Tell me your company chosen
•Why have you chosen the company
•What sector does it fit into (for example, retail sector)
•How large is that sector in this market (for example, the retail sector in Australia contributes --% of GDP in the economy), and
•If known, how does your company fit into the sector comparatively to the other players (for example, Telstra is the biggest telecommunication provider in Australia, consisting of --% of the market, with the other large competitors being Optus with --% and Vodaphone with --%)
3.Strategies and Techniques
Hint: Break down into sub-headings so it is easier to read, for example 3.2 Company Objectives.

•What are the marketing strategies that the company are using? Are they using a combination of traditional and online/digital? Where are they making the greatest activity with putting the majority of their effort and funds? For example, heavy traditional advertising with television....
Reference any discussion of what you are finding, perhaps there are media releases talking about their activities, information in their annual report (including, where they spending the money for advertising, or statements you have found by their leadership on Factiva).
Do you know that this is a type of marketing strategy? Check academic papers for types of marketing strategies you think they are using. For example, they might be doing activities to disrupt people so that they come to their business, they may be trying to build brand awareness / improve client loyalty / increase leads etc etc.
•What are you finding are the objectives of the company? Do they have a goal, mission etc. that is publicly known, perhaps they have it listed in their Annual Report or somewhere on the 'About Us' section of their website? Remember to reference.
•Do the objectives of the company align with what the brand is currently? Are they using messaging or channels (for example, Television, Facebook etc.) which align with their objectives? Certain mediums have certain demographics of viewers/users. This could mean a brand that is failing because something is failing along the way, such as the marketing strategy, types of channels/messaging used or the objectives are not appropriate. Think about it and present academic research about users of certain platforms or publicly known results. I explained some of the channels in Week 2 and will discuss other platforms this week.
Remember to print screen examples of social media posts that evidence your analysis, stick those in the appendix section (appendix does not count to word limit) and reference to that.
4.Response of Engagement
- What sort of communities seem to be forming?
•Do you see level of response to the company posts, sharing/comments/liking?
•What are you noticing and does this compare with competitors?
•Do the people engaging with the company appear satisfied and/or likely to use their products or services?
•Are the activities that they are performing translating to growth or decline?
5.Conclusion
Briefly state the purpose of the report, conclude the areas mentioned and what was the analysis.
6.Appendices
7.1 Appendix A
7.2 Appendix B
7.3 Appendix C
Go on for however many needed (don’t fill the appendix with information for me to read that you couldn't fit in the report, it is just an area for me to sight your proof of either data or posts etc).
•References
Use Harvard or APA

Other useful steps that can be taken in preparing this report:

Factiva is a database that we use to look at anything that has been in a newspaper or online press. I recommended that you use this to see if there has been anything written about your company using newspaper/magazine traditional media. This is separate from the usual databases that you would use for researching academic journal papers.

My suggestion is that you do the following -

Step 1 - Go to Google and do a search on the company, see anything that is written about them. Find out good and bad stuff, this would help you understand them. I want you to tell me are they using as part of their marketing strategy 1) traditional media (for example, television, newspaper, radio, magazines etc.) and/or 2) online/social media.

Step 2 - Go to the different social media channels that they use and see the sorts of posts they are making and campaigns. Are there any good or bad things that you see happening (many posts would follow a pattern, I don't need you putting them all in)?

Step 3 - Print screen a few really good examples of certain posts or advertisements and place that into your annexure section.

Step 4 - Research in the library database papers on marketing strategy. Do you see with the advertisements/campaigns being used evidence of types of strategies mentioned in the academic papers (there are many types of marketing strategies, I don't want to box you into thinking there are only a few select ones, so I leave this open for you (as a Masters student with earlier studies) to tell me what you think and simply justify with references)?

Step 5 - Look if they are a big company for the annual report and see if they have suggested where they want to be in the future (these would be the objectives of the company) or if they are smaller, maybe they have media releases or talk elsewhere on their website or online about the future, which will help you identify their objectives (remember to reference what you find to be their objectives). If none are listed anywhere and you see constant growth of new stores etc. this would be an example of their desire to grow/expand etc, similarly other patterns of the company would indicate their objectives.

Step 6 - Look at the type of brand that they have achieved, when you read the posts can you tell by their messaging in texts, pictures or video the sort of brand story or tone they are targeting? Do they appear to be appealing to certain people?

Step 7 - Research the types of demographics that would ordinarily use the social media channels that they are heavily engaged in using. I want to know using academic referencing, in your country who uses the social media channels your company heavily uses. From there, are these the right channels for the groups of people they are targeting. If they are a company for older people and yet they heavily use Instagram, this would be a misguided effort wouldn't it? Simply reference and justify your thinking.

Step 8 - In the response to engagement tell me using referenced examples the sorts of engagement they are routinely getting on posts or on their channels. Do they have many recommendations? Do they have many people checking in? Are the people who follow their channel actively engaged or does it look like they are buying 'Likes'? In their posts, are they getting people commenting and sharing or only likes (remember we spoke about in our earlier lectures, engagement is best achieved if they Share posts and if not sharing that they Comment on posts?).

Please don't forget to do your introduction and conclusion and the first section on company overview. The company overview is simply telling me the company you chose, why you chose them (for example, about them), the sector the business operates in (for example, hospitality sector) and overall is your company large within that sector in your chosen market (for example, in Australia).
IMPORTANT
Hello, when you read all the introduction please let me know which company you decided to write it. I have to know the company name.
And when you write this essay, please be ready for the second project. this one is just introduce the company and try to find the issue, next project would be provided the solution.
please try you best. thank you . i will assign you next project as well.