Importance of Marketing in Enhancing Brand Image: A case study of Amazon UK

Question

Task: Students are to provide an outline of a research project that they intend to use as the basis for their nalassessment task (assessment 3).The full project proposal should not exceed 700 wordsexcluding the cover page, table of contents and references.

Students need to present the following:

• Title and the study area- no more than 25 words.
• Problem statement- students must present what they would like to investigate and why Here, you need to
• critically evaluate and analyse the literature to support your problem statement.
• Research aim, objectives and scope of the study- students to identify the potential research aim and objectives that can address the problem that they have identied followed by scope and limitation of the study. Methodology, sources of secondary data and data analysis- students must provide a rationale for the type of methodology selected to address the research problem (quantitative, qualitative or mixed methods); and students must clearly identify the data sources and data that is required to conduct the research. Students must also discuss the methods and tools that will be used to analyse the collected data. If a student like to use primary data along using the secondary data, then the student needs to justify of using both type of data.
• References - We expect you toread and reect on at least ten recent refereed journal articlesclosely related to your proposed research topic supported by any other evidence or information that can help identify the problem of your research and the methods of data collection and analysis.

This is an individual research task. As a Masters student, you are required to engage in research and demonstrate your understanding of the relevant body of work including recent developments in a discipline and/or area of professional practice. You are also required to demonstrate knowledge of research methods applicable to real-life business research. All students are required to present a three-minute-long presentation on their project topic and sources of secondary data via Zoom by end of Week

Answer

1. Problem statement
Developing a label in a brand is one of the initial challenges that various retailers face currently. Previous data shows that customers can not be misguided in believing that something is effective quality just as it is well branded. Therefore, Amazon’s UK products would have to live up to their brand image if they are to retain the market (Hobbs, 2015). It has been investigated that this is not a classic marketing brand, however the playbook of customization, sweating, targeting and retargeting each chance to communicate as well as re-communicate with the consumes to boost upfront of mind presence, and significance has to be motivated in the case of Amazon UK (Amatulli et al., 2016). Currently, it has been found out that Amazon’s latest offer may differentiate this in the US, where private label limitations are fewer, however, in the United Kingdom, it makes up half the market (Mulgan, 2019). By also promoting and selling Morrisons products Amazon can end up in the competition with itself as customers go to what they already perceive and need (Donnelly, Gee & Silva, 2020). With Amazon Fresh, Prime and Pantry currently in the UK already exist this is a problem of confusing consumers-streamlining and abridging its grocery offers can be effective move in next months.

The main problem that this study concentrates on is related to lacking and decreasing consumer acceptance and perception of Amazon UK. This study will investigate on company's advertisement and sales marketing to increase the brand value and consumer perception amidst the market competition in the United Kingdom.

2. Research aim, objectives and scope of the study
The scope of this study is to find out issues with the brand image of Amazon UK and how brand image components and development strategies effect on consumer perception and purchasing habits.
The core aim of this study is to research on marketing strategies, brand image and consumer purchasing habits in the UK and how Amazon UK is dealing with the current brand image related issues in the United Kingdom.

The objectives are listed below;
• To identify and evaluate the factors impacting brand image
• To underline and evaluate customer perceptions of brand image
• To examine brand image related issues of Amazon UK and impact on brand image

3.Methodology, sources of secondary data and data analysis
This study will include secondary data to analyse the variables impacting brand image and advertisement strategies of Amazon UK. The secondary data will also be accounted for and examined for developing understanding the factors impacting consumer perception of Amazon consumers in the United Kingdom. This study has decided to include a secondary qualitative methodology to conduct the study.

Secondary data collection sources:The secondary data will be collected through online sources, books, journals, articles along with the company website reports (Kumar, 2019). The data collection sources would specifically include annual reports and sustainability reports of Amazon UK for understanding the current brand image and marketing initiatives taken by the company and comparison of them with the previous initiatives of the same to find out what issues are exactly affecting the consumer perception (Newman & Gough, 2020). The journals, library books, articles on marketing and brand principles will help in developing future scope the study and recommendations on the current problems identified in the brand image development of Amazon UK. The secondary data collection has been selected for cost-saving purposes and this will also offer a baseline for the future primary research on the same area (Mohajan, 2018).

4. Secondary data and data examination procedures
As discussed above; the secondary data evaluation procedure would be carried out qualitatively depending on the type of information the researcher will be dealing with. The qualitative process of secondary data analysis usually applies words to offer deep information regarding data (Largan & Morris, 2019). The data analysis process will include developing research questions based on the objectives. Based on the questions, different secondary sources and annual reports will be evaluated to find out effective data and after that thematic analysis will be conducted to underline their co-relations among each data sources (Largan & Morris, 2019). On the other hand, this study will include interviewing the marketing experts and managers on consumer perception, purchasing habits, advertisement strategies and their importance in brand image development and others. The interview will be done through the online platform and their responses will be collected. The responses and thematic analysis results will then be structured and qualitative results on what consumers prefer, the current solution for challenges facing brand image of Amazon UK will be proposed (Largan & Morris, 2019).

5. References
Amatulli, C., Mileti, A., Speciale, V., & Guido, G. (2016). The Relationship between Fast Fashion and Luxury Brands: An Exploratory Study in the UK Market. In Global marketing strategies for the promotion of luxury goods (pp. 244-265). IGI Global.

Donnelly, S., Gee, L., & Silva, E. S. (2020). UK mid-market department stores: Is fashion product assortment one key to regaining competitive advantage. Journal of Retailing and Consumer Services, 54, 102043.
Hobbs, T. (2015). Amazon at 20: The brand, the challenges and the future – Marketing Week. Marketing Week. Retrieved 4 August 2020, from https://www.marketingweek.com/marketing-isnt-the-reason-amazon-is-successful-experts-say/.
Kumar, R. (2019). Research methodology: A step-by-step guide for beginners. Sage Publications Limited.
Largan, C., & Morris, T. (2019). Qualitative secondary research: A step-by-step guide. SAGE Publications Limited.
Mohajan, H. K. (2018). Qualitative research methodology in social sciences and related subjects. Journal of Economic Development, Environment and People, 7(1), 23-48.
Mulgan, G. (2019). Can a Post Brexit UK Grow a Knowledge Based Economy that Works for Everyone. The Political Quarterly, 90, 84-93.
Newman, M., & Gough, D. (2020). Systematic Reviews in Educational Research: Methodology, Perspectives and Application. In Systematic Reviews in Educational Research (pp. 3-22). Springer VS, Wiesbaden.