Introduction to Marketing Assignment - Amazon
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Added on 2020-10-22
Introduction to Marketing Assignment - Amazon
Added on 2020-10-22
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INTRODUCTION TOMARKETING
Table of ContentsINTRODUCTION...........................................................................................................................1PROJECT 1......................................................................................................................................1TASK 1............................................................................................................................................1P1 Marketing Techniques used by organisation.....................................................................1TASK 2............................................................................................................................................2M1...........................................................................................................................................2TASK 3............................................................................................................................................2D1...........................................................................................................................................2TASK 4............................................................................................................................................3P2 Limitation and constraints of marketing...........................................................................3PROJECT 2......................................................................................................................................4TASK 1............................................................................................................................................4P3 Describe how JD sports uses market research for development and marketing plan.......4TASK 2............................................................................................................................................4M2...........................................................................................................................................4TASK 3............................................................................................................................................5D2...........................................................................................................................................5TASK 4............................................................................................................................................6P4 Market research for marketing planning...........................................................................6PROJECT 3......................................................................................................................................7TASK 1............................................................................................................................................7P5 Market segmentation.........................................................................................................7TASK 2............................................................................................................................................9P6 Marketing mix:..................................................................................................................9TASK 3..........................................................................................................................................10M3 The Target Marketing Mix.............................................................................................10CONCLUSION .............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONMarketing refers to that process of exchanging different products and services to theircustomers which main objective is to sell its goods or services. This is very effective functionwhich mainly concentrate on attracting large number of customers towards companycommodities. This report is based on Amazon which is international e-commerce and cloudcomputing organisation which is situated in Washington (Palmer, 2012). The main purpose ofthis project is to understand the different marketing methods, strategies and various marketsegmentation for smoothly run the business activities and operations. PROJECT 1TASK 1P1 Marketing Techniques used by organisation.Marketing is one of the essential activity for an organisation as they provide selling ofproducts and services to target customers and markets. Following are some techniques used byAmazon company in order to analyse market and growth opportunities in below areas: Market Penetration: This strategies is mainly concerned with selling existing productsand services into existing markets. Amazon once entered in the market as book seller and now ithas become the largest retailer. This is how, it has made a strong presence in existing markets.Market development: This strategy is concerned with introducing existing products orservices into new and different markets. Today, Amazon has expanded their business intomarkets and has established a strong hold in markets by selling same products.Product development: This strategy is concerned with introduction of new products into existing markets. Amazon has mainly focused on product development in order to grow itsmarket presence (Fullerton, 2010). Diversification: It is concerned with introduction of new products in new markets.Amazon web services is a cloud platform which provides more than 90 services and iscontinuously developing it by launching new features. Amazon has been continuously usingdiversification to expand their business. Following are some Survival strategies:Being a “Lone wolf” survivalist: Survival in industry is necessary so company shouldperform only those activities which are necessary.1
Get involved in social media: Amazon is an online retail store and by promoting insocial media will help them to survive in tough competition (Malhotra and Malhotra,2012). Brand awareness: It is a degree to which the consumers know about the brand and theirrelated products.Relationship Marketing: This is concerned with developing long term relationship withcustomers rather them trying to encourage them for sales and discounts. Transactional Marketing: This strategy mainly focuses on single point of saletransaction have emphasis on maximising the efficiency and volume of individual sales.TASK 2M1Comparison of Amazon and Flip kart is given below:AMAZONFLIPKARTAmazon spends thousands to attract customersby doing expensive marketing and campaigns.They implement growth strategies aggressivelyin order to introduce their products intodifferent segments. Flip kart manages to attract customers by doinglow profile marketing campaigns. They takeless use of growth strategies as compared toAmazon. TASK 3D1Growth strategy: This strategy is developed by companies in order to achieve growth infuture. With these strategies, Amazon can improve their business and enhance their businesseffectiveness. ADVANTAGESIt provides direction to company for accomplishment of desired growth.Helps company to capitalise on economies of scale.DISADVANTAGES:These strategies are based on assumptions.2
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