Critical Analysis Paper on: “The best marketing strategies aren’t top down, they’re outside in, starting with the customers’ needs and wants.” With Emphasis on Amazon

Strategic Marketing has become a critical activity by organisations for continuous growth and development. Companies have incurred record spending in marketing and advertising expenses just to improve its ability to penetrate into the market and adequately compete with its competition. Customers are deemed key elements to organisational strategic marketing decisions. This report with focus on Amazon as a case study while critically analysing the statement “The best marketing strategies aren’t top down, they’re outside in, starting with the customers’ needs and wants.” The deep dive analysis of Amazon and the impact the voices of the customers have will be analysed through the chapters of this report. The Amazon marketing strategy of always putting the customer first will be in full display and other types of marketing strategy it has utilized over its years of existence. Also, aspects on areas of improvement from Amazon on what can be done to have total dominance in the industry will be discussed briefly.