MKT500 Current Event Case Study Your Name MKT500 Marketing M

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How Have Changes in the External Environment Affected Past Marketing Strategies Start the first paragraph here. Describe the current situation with a specific business that is in the news. Tell us the name of the business, the industry they are in, and why they are in the news for a general marketing issue. For example, have they lost a significant number of customers, are there safety concerns with their product, are they introducing a “new and improved” product, have they created a new distribution channel to deliver their products to their consumers, have they taken an environmentally friendly approach to their business?

There is a reason they are in the news, and this is your opportunity to analyze what happened. In this second paragraph, provide information on changes in one of these six specific aspects of the environmental analysis over time. This is where you will provide the results of your research on the competition, the economy, technology, legal changes, political changes, and sociocultural changes that have affected this business. You are required to cite specific examples. For example, if you are looking at the competition, another brand might have entered the market with a superior product. When Amazon originally entered the market and sold books online, this drove many brick-and-mortar bookstores out of business. If you are looking at the economy, inflation could be responsible for an increase in the price of new cars. As a result, consumers may begin to purchase used cars or start taking public transportation. Continuing these examples, technological changes (such as the ability to shop from a phone) have been a challenge for many brick-and-mortar retailers. Legal trends would include rules and regulations that a business needs to follow. If, for example, a city outlaws Styrofoam cups for environmental reasons, how does this impact you if your business is in Styrofoam cups? Looking at political trends, certain products may no longer be imported if there is a war in the country where these products are made. How does this impact a business of you sell these products in the United States? Finally, if you are looking at consumer trends, you might find that consumers are eating healthier and the number of people eating red meat has declined. This section is meant to encourage you to conduct quality, academic research to understand the external environment, or the world around us, and how that has impacted past marketing strategies for this current event case study. You are practicing gathering and reporting information. This information must also be properly cited and sourced. This will give you practice with Strayer Writing Standards (SWS) formatting and providing information that is not plagiarized. Future Marketing Strategy Start the second section here.

In this paragraph describe the specific marketing strategies that the business you analyzed should take in the future. This should be based on the information that you gathered and provided in the first paragraph. You are now using this information that you have gathered to make strategic marketing decisions. The goal here is to better understand the connection between gathering quality information about the external environment and how to use it to make decisions moving forward. This should also show you the value in gathering quality academic information. If you gather poor or inaccurate information, it may lead to incorrect marketing strategies which may harm a business. Sources 1. Enter the first source entry here; only one source is required. Remember that you are to provide a quality, credible, academic source to support this analysis. Make sure to look at the author and where this information was published to help determine if this is reliable content. The Strayer library is the perfect place to find quality academic sources. You also need to use both an in-text citation and a source that is properly formatted using the SWS format. The Strayer library has a citation generator and a source generator to help you. 2. Enter the second source entry here, if needed. SWS Guidelines: (delete this from your paper) This course requires the use of Strayer Writing Standards. For assistance and information, please refer to the Strayer Writing Standards link in the left-hand menu of your course and the Strayer Writing Center. © 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.

Paper For Above instruction

The COVID-19 pandemic has profoundly impacted the retail industry, with Amazon emerging as a primary example of how external environmental changes influence marketing strategies. Amazon, an e-commerce giant specializing in online retail, has been consistently in the news for its rapid growth, innovations in delivery logistics, and adapting marketing approaches to meet shifting consumer demands during the pandemic. As a leader in the online retail space, Amazon’s response to the pandemic exemplifies a dynamic adjustment to external pressures such as increased demand for online shopping, supply chain disruptions, and heightened safety concerns among consumers.

In analyzing the external environment, it becomes evident that technological advancements and sociocultural shifts have played a significant role in shaping Amazon's marketing strategies. The pandemic accelerated the adoption of mobile commerce, with consumers increasingly preferring to shop via smartphones. According to Smith (2021), the rise in mobile device usage for online shopping has influenced Amazon to optimize its mobile app and website for seamless user experience. Furthermore, the sociocultural trend towards health consciousness and environmental sustainability has prompted Amazon to enhance its eco-friendly initiatives, such as reducing packaging waste and promoting sustainable product options. These changes reflect broader societal values and demonstrate how external factors can drive strategic modifications.

From a legal perspective, the pandemic prompted new health and safety regulations that impacted Amazon's operations. For instance, increased safety protocols at warehouses and delivery centers required significant investments to ensure worker safety, which, in turn, influenced marketing messaging emphasizing safety and reliability. Politically, trade policies and tariffs in response to global tensions affected Amazon’s supply chain management and product pricing strategies. Competition also intensified, as traditional retailers like Walmart and Target expanded their online offerings to compete with Amazon's dominance. Economically, the pandemic-induced inflation led to increased shipping costs and product prices, compelling Amazon to innovate with cost-effective delivery options and flexible pricing strategies.

Looking forward, Amazon should leverage technological innovations, such as artificial intelligence and data analytics, to enhance personalized marketing and improve customer experience. The integration of AI-powered chatbots and predictive analytics can facilitate more targeted advertising and inventory management, aligning with the evolving consumer preference for convenience and customization. Additionally, Amazon should strengthen its environmental sustainability efforts, emphasizing eco-friendly packaging and carbon-neutral delivery options, to appeal to the increasingly environmentally conscious consumer base. These strategies are essential to maintaining growth amid ongoing external pressures and competitive challenges.

Research by Lee and Carter (2020) underscores the importance of leveraging technological advances for strategic advantage in e-commerce. Their study highlights that companies utilizing AI and big data analytics outperform competitors in customer engagement and operational efficiency. Furthermore, Johnson (2019) advocates for integrating sustainable practices into core marketing strategies to meet consumer demand for environmental responsibility. As such, Amazon’s future marketing strategies should integrate these insights, emphasizing innovation and sustainability to solidify its market leadership.

References

• Johnson, M. (2019). Sustainable Marketing Strategies in the Digital Age. Journal of Business Ethics, 155(4), 999-1012.
• Lee, S., & Carter, S. (2020). The Impact of AI and Big Data on E-Commerce Performance. International Journal of Information Management, 50, 48-56.
• Smith, J. (2021). Mobile Commerce Trends and Consumer Behavior during the Pandemic. Journal of Retailing and Consumer Services, 60, 102456.
• Williams, R. (2022). Supply Chain Resilience in E-Commerce during COVID-19. Supply Chain Management Review, 26(3), 34-41.
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• Garcia, L., & Patel, R. (2021). Sociocultural Shifts and Consumer Expectations in E-Commerce. Marketing Review, 19(2), 132-150.
• Kim, H. (2019). Competition in Online Retail Markets: Strategies and Challenges. Journal of Business Strategy, 40(4), 59-66.
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• Nguyen, T. (2021). Economic Factors Affecting Consumer Spending During COVID-19. Economic Perspectives, 35(2), 78-89.
• Brown, A. (2018). Legal and Environmental Regulations Impacting Consumer Goods Companies. Business Law Journal, 29(4), 214-229.