Task: “The best marketing strategies aren’t top down, they’re outside in, starting with the customers’ needs and wants.”
Critically analyse this statement using Amazon as your case study organisation. You should aim to show whether customer voice drives strategic marketing decisions in this organisation making reference to relevant academic literature in the process.
The outside-in marketing strategy favored by Amazon takes customer value as the starting and endpoint. Through this approach, Amazon places itself in the customers’ shoes by constantly asking what these people need. Such a strategy allowed the organization to expand into cloud computing and web services, hence, the massive online retailing of a wide range of commodities. The company did not just dwell on books because it also focuses on other products the market direly needs.