Question

Bearing in mind the current state of the global economy, and analysis of Amazon in UAE as a baseline, research on Indian market using international market research theory. Then, based on secondary research of that market, segment, target and position Amazon  in Indian market to allow the company to grow and sustain competitive advantage.

Answer 1

Currently due to ongoing pandemic, the GDP growth of India has come down on sub-6% level. Unemployment of the country being still high. The oil prices have begin to increase and help vanishing the decreasing era of deficit. Demonetisation and GST has affected the small businesses. The Make-in-India programme initiated the Prime Minister of the country has not gained much success till date. The banks are facing trouble with high NPAs. Not this much but there are many such problems hovering around the economy which follows many efforts being taken by the government to boost the economy as well as the enthusiasm of the citizens of the country during such difficult times. Few of which have started showing results while some of them are still on the process and awaited.

Due to the recent problematic situation all over the world, amazon is only delivering essential commodities like, groceries, which has also affected the business very much. According to the reports of Amazon India an additional 1,75,000 staff members have been hired, many amongst them were laid off from many other jobs. India operations were worst affected by the pandemic. Responding to the crisis, Amazon has started strict cleaning and safety protocols, which includes social distancing, producing 100 million masks, millions of gloves, and many other cleaning supplies. The Amazon relief fund has contributed to the country’s fund for fighting to the virus.

In online marketing in India Amazon has maintained its position at the top and has been satisfying most of the public in the country using the app. The decreasing quality of the products and increasing prices of it for the other competitive companies has benefitted the company in itself. Due to the lock down process in the country has affected the production and when everything has been unlocked then the quality of the products is being compromised while the price being increased which has benefitted Amazon which is not at all compromising with quality and prices of the products.