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Diploma in Business (Marketing)
Unit Number and Title
Unit 4 Marketing Principles - Amazon
In this unit 4 Marketing Principles Amazon assignment the basic understanding of the marketing process which includes five steps i.e., to understanding the needs and wants of the customers with the help of the market research, STP process, marketing mix integration, Building the long term relationship with the customers with the help of customer relationship management and lastly to extract value from the customers in the terms of profit .The designing of the customer driven marketing strategy which involves the segmentation of the market i.e., to divide the market in to a smaller group of buyers having similar characteristics, behaviour., targeting the firms’ audience and the positioning of the products/services in the mind of the customers, integrating the marketing programmes which includes the marketing mix and also the extended marketing mix . All these understandings are based on the case study given in the assignment. In the case study Amazon .UK is shown along with the different strategies in order to extend their business. The extension of the business result from different marketing strategies adopted starting from the product portfolio, service extension, international marketing and the partnerships deeds.
Out of five marketing strategies, Amazon has applied the marketing concept as per the related case study. Marketing concept is customer oriented approach where profits are earned through customer satisfaction by giving focus to the customer needs and to maintain a long term relationship. Amazon also follows this approach by undertaking certain activities which form the evidence of the marketing concept that are follows: (Ray, 2013)
The benefits that can arise while adapting the marketing concept will give maximum return, high customer equity and larger market share. Every consumer will buy anything as per the needs and wants. So by analysing these attributes, the firm can provide superior value in turn they can capture larger profit with larger market share. To get a competitive advantage, this approach is perfect to get the advantage of the brand equity. If any consumer is given priority and importance, obviously they will make their purchase decision on the favour of that particular firm which in turn will enhance the business of that firm. The act of reminding or giving individual importance to the customers of the Amazon is giving positive outcome by attracting a larger mass. The objective of the customer retention can be achieved for Amazon’s approach In case of Amazon, using the digital platforms for marketing activities or the research process frequently include certain cost in order to assess the needs and wants of the customers and to develop the product/services as per the market need. But this cost can be compensated, if the turnover is high. Turnover will be only high if the value provided by the firm is superior, having relevant differentiation along with the effective positioning which will surely convince the consumers to purchase.
It is very difficult to satisfy the all the customers with one market offer as the buyers are numerous, widely scattered as per the geographic locations and has a difference in the specific needs and wants. Segmentation is a way to divide the market in to a smaller group of buyers having similar characteristics, behaviour. (Kotler, 2010). Same goes for the Amazon. From the online book seller, Amazon extends its product line to several categories in order to cater all the customers with several products. The below chart will give the product details along with the year. (Quinn, 2015)
Starts its with online book retailer
Acquired the bookpages.co.uk and then forms Amazon.UK
CDs and DVDs
Toys and electronics items
Market place was launched where A to Z was indicated in order to sell everything
Partnership with Borders.com
Launched cloud computing platform
Premium membership package in US after that in UK
Amazon Fresh was launched in order to deliver the foods available in online
Launches the games
Kindle Fire, the tablet of Amazon was launched
Acquired Kiva which is a robotics company
Market capitalisation in excess of $245billion
Segmentation is based on several parameters. Every organisation will like to go for the segmentation strategy in order to provide superior value to the customers. Same goes for Amazon. Amazon also designs its segmentation strategy based on certain aspects which is likely different than others. As per the question is concerned, that without being asked certain demographic, lifestyle or psychographic questions to the customers, how Amazon identifies its market segment.
Well, Amazon’s segmentation is based on actual purchase behaviour. It is not based on the customers who have expressed certain interest, rather Amazon focus on the present activity that the concerned customer actually did. The segmentation strategy for Amazon is framed on the behaviour of the customer’s spending whether in present or past. The availability or the choices provided by Amazon considers the reality rather than any kind of predictions. (MacLeod, 2006) Amazon focused more on the individual needs and wants. Suppose any customer purchased certain things based on that purchase, recommendations are given for the items which are needed along with that purchased one. The behavioural segmentation plays an important role for Amazon. They used to promote several offers or deals to the customers which is being conveyed to the personal email ids based on the purchase patterns i.e., the amount of spending they have done in some previous purchase. From the segmentation strategy of Amazon it is clear that Amazon wants to give focus to every individual with realistic practice rather than any assumptions.
The market of the smart phone is dominated by the brands like Apple or Samsung or Microsoft along with other companies. But the targeting strategy for Amazon by launching its smart phone Amazon Fire is something different. Amazon implies for shopping experience and it is an online retailer so the targeting strategy they have adopted that customers of the Amazon will like to go for this smart phone having one unique feature that is the three dimensional effect on the graphics named as Firely, which allows the shoppers of the brick and the mortars stores to identify easily and then to buy through online preferably from Amazon. The Amazon app is already installed in the Fire phone in order to convince the buyer to prefer Amazon for their shopping destination. (Managalindan, 2014). Amazon wants to target the customer who wants a smart phone with a lower range specially the young people, students, and other individuals who have a deep interest in shopping. The applications of that phone can give direct access to the customers with the Amazon account where they can easily linked with the book stores, music store, movie store etc.
Targeting is one of the important aspects of designing a customer oriented strategy. Identification of the target audience is very much essential to provide the value to the customers. Amazon also adopts the concerned targeting strategy in order to promote the Fire smart phone product while creating a relevant differentiation with the other existing brands in the market.
Consumer buying behaviour is highly influenced with the nature of the product. In taking the example of purchasing the Amazon Fire phone with that of a tube of toothpaste is being shown in the following chart: (Chand, 2015)
Complex Buying Behaviour
Here, the consumers are highly involved with their purchase as the product is expensive, risky, infrequent purchase which requires buyers to search for the information, screening of the alternatives and then purchase considerations comes. In this case the buyer has to go through with some process which starts with the establishment of the beliefs regarding the product, after that an attitude with a thoughtful choice for the purchase. In this behaviour, Amazon Fire phone can be putted due to its nature that matches with the complex buying behaviour.
Dissonance-reducing Buying behaviour
Here also the product is expensive, infrequently purchase and requires certain consideration before the purchase. But after the purchase, the consumers want to see the favourable hearings of that particular product he/she has purchased which justifies his/her purchase decision. The buyer of the Amazon Fire phone can also posses this buying behaviour.
Habitual Buying behaviour
Here the customers used to purchase the product without seeking any information or other considerations. The product is relatively cheap and frequently purchase which makes the habit of the consumer to purchase only that particular product. In this case, The toothpaste can be the example where the buyer possesses this buying behaviour.
Variety seeking Buying behaviour
Here the consumer has a lower brand loyalty. They want to switch to other brand very often.
Positioning is the placing of the product in the mind of the consumers relative with the competitor’s offerings. In the context of the Amazon Fire phone, the positioning strategy is something different than the other smart phone brands. Amazon is the giant in online retailing so they are offering a product named as Amazon Fire Phone which enhances the shopping experience of the consumers more effectively.
The positioning strategy by the Amazon Fire phone is based on certain aspects which are as follows: (Avnet, 2014)
As a part of a marketing team of Amazon, I have been assigned a task to develop a product which can sustain competitive advantage. To develop a product, it is necessary to understand the importance of the product. Product is something which can be tangible or intangible that is offered to the market in order to meet the market demand. For Amazon, the product will be something that can give superior value to the consumers in order to satisfy them as well as to retain them for long term. There are certain considerations which are needed to be followed in order for the sake of competitive advantage: (Learnmarketing, 2016)
Place signifies the distribution process. The reach and availability of the product can be possible through distribution process. In the context of Amazon the distribution is the very important consideration as it is an online retailing company where the delivery of the product on time to the customers is highly required. If Amazon wants to distribute their product by developing their logistic chain then Hub and spoke principle will definitely help to manage the reach and availability of Amazon. (Webstrategist, 2010)
Over this model, the products which the customer has ordered from Amazon will first come to the Central warehouse or the mother hub from the manufacturer’s house after that the product will be sent to the local warehouses or the local distribution centres for the sake of delivery to that customer in the particular geographic area. The delivery vehicles should be adequate in numbers so that the delivery process should not hamper. The setting of the central warehouse should be in the middle of any geographic area which will be surrounded by the local warehouses.
Price is the only marketing mix which helps to extract the revenue in the form of price charged to the customers. The basic objectives of pricing strategy are as follows:
Certain steps must be considered in order to set the price of Amazon are as follows:
Promotion is also one of the important marketing mixes which help the product or the service of the organisation for creating the awareness as well as to generate the positive customer responses. There are different elements under the promotion mix which are as follows: (Smallbusiness, 2016)
In the context of Amazon, the extended marketing mix consists of three elements: (Hubpages, 2013)
The similarities and the differences of Amazon and Argos based on the 7 P’s of marketing are as follows: (Argos, 2015) and (Amazon, 2016)
The product categories shows some similarities between Argos and Amazon which are as follows:
The pricing for the mobile phone from Apple is almost same. If i considered Apple 5s 16GB Grey colour.
The place implies the distribution centres. Both the company have their online presence in order to give convenient shopping in the terms of delivery, same day delivery options,
Both the companies used to undertake the social media as well as the internet marketing promotion tools. For example both are having the Facebook pages, where the updates are given on their latest offers.
Both the companies have their registered offices, online web portals, packaging which is inscribed with the company’s logo, stores are there.
The process more less same. The delivery can be made within one day which is resulted with extra money same for both the company. The return policies consisting of 30 days is same for both
The delivery boys for the Amazon or Argos, store people for the Argos are there in order to provide superior value in the terms of service which implies the same strategies more or less.
The product categories of Amazon are much more than that of Argos. The online book stores, car and motorbike equipments, business products, industrial products are available on Amazon
The pricing for Amazon is somewhat cheaper than that of Argos.
Amazon is an online retailing company. Their business is based on purely in online. But Argos have physical stores around 750 in different locations in UK
The major difference is Argos have got 750 physical stores throughout UK from where the products are purchased
The people who are there in Argos store are much more skilled and have to trained as they have to face the customers directly in their stores which is not there in case of Amazon.
The process is also got some differences. The delivery options are much more in Argos which includes the Saturday delivery, Royal mail delivery which is not available on Amazon.
The product that both Amazon and Argos can target to the business market can be the desktops and laptops for different organisations that use these items for their operational activities.
In case of business market, segmenting the business market is required on following aspects:
Target audience will the organisations that use desktops, laptops for their business operations
After the targeting, Amazon and Argos have to designed the Positioning:
International marketing is the flow of goods and services in the overseas market. Amazon has successfully applies the international marketing strategies in order to enhance their business activities across the globe. Argos has to follow certain aspects in order to flourish their business as an international marketer:
In the given Unit 4 Marketing Principles Assignment - Amazon we can conclude that Amazon has applied several marketing strategies. The extension of the business of Amazon result from different marketing strategies adopted starting from the product portfolio, service extension, international marketing and the partnerships deeds. basic understanding of the marketing process which includes several steps i.e., to understanding the needs and wants of the customers with the help of the market research, Segmentation, targeting, positioning process, marketing mix integration, building the long term relationship with the customers with the help of customer relationship management and lastly to extract value from the customers in the terms of profit. The designing of the customer driven marketing strategy which involves the segmentation of the market i.e., to divide the market in to a smaller group of buyers having similar characteristics, behaviour., targeting the firms’ audience and the positioning of the products/services in the mind of the customers, integrating the marketing programmes which includes the marketing mix and also the extended marketing mix.
Anders., G. (2012). Inside Amazon’s idea machine: How Bezos Decodes Customers. [Online] Available: http://www.forbes.com/sites/georgeanders/2012/04/04/inside-amazon/, Assesses on 9th January 2016
Avnet., M. (2014). The Amazon Fire Phone. [Online] Available: https://360i.com/pov/commerce-amazon-phone/, Assessed on 9th January 2016
Amazon. (2015). Amazon.co.uk vs Argos: Side by side competition. [Online] Available: https://amazoncouk.knoji.com/compare-vs/argos , Assessed on 11th January
Amazon. (2016). Shop by department. [Online] Available: http://www.amazon.co.uk/gp/site-directory, Assessed on 11th January 2016
Argos. (2015). Customer services: About us. [Online] Available: http://www.argos.co.uk/static/StaticDisplay/includeName/AboutArgos.htm#disable, Assessed on 11th January 2016
Chand., S. (2015). Consumer Buying Behaviours: 4 Important Types of Consumer Buying Behaviours. [Online] Available: http://www.yourarticlelibrary.com/consumers/consumer-buying-behaviours-4-important-types-of-consumer-buying-behaviours/22153/, Assessed on 9th January 2016
Delphos., W. (1994). International Marketing Resource Guide. Diane Publishing.
Hubpages. (2013). The 7P’s of Marketing mix. [Online] Available: http://hubpages.com/business/The-7-Ps-of-the-Marketing-Mix, Assessed on 9th January 2016
Kotler.,P. (1997).Standing Room Only: Strategies for Marketing the Performing Arts. Harvard Business Press
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