Impact of Amazon's marketing mix strategy in enhancing its supply chain performance

This study has been interrogated to analyze the influence of Amazon's MM strategy including product, price, placement, and promotion strategy on SCP in the clothing sector of Pakistan. As discussed, the study adopted a quantitative method approach inculcating both the literature review as well as the empirical analysis to gather a better understanding of limitations and advantages. The statistical and empirical analysis assessed the influence of Amazon's MM strategy on SCP using SPSS for indicating reliability analysis and correlation matrix and regression analysis. Moreover, this study aims to contribute to a better understanding of Amazon's MM strategy, encompassing, product, price, placement, and promotion strategies. The objective is to compile enough information on the relationship of these variables in accordance with SCP. Furthermore, the findings and recommendations of this research will be considered valuable for organizations, brands, researchers, institutions, and practitioners in the area of marketing and management.