The Kogan Online Store Marketing Strategy

The Kogan Online Store Marketing Strategy 0
Title: The Kogan Online Store Marketing Strategy
Assignment Name:
Student Name:
Professor:
Date:

The Kogan Online Store Marketing Strategy 1
Executive Summary
This project summarizes the introduction of largest leading online store of Australia-Kogan
online retail store and provides background of the company. The different tools and techniques
adopted by the company for assessing the environmental factors include-SWOT Analysis,
product strategy have been given. The Segmentation, Targeting and Positioning strategy along
with different measures and control have been identified. A brief overview on pricing strategy,
distributions and promotions strategy has been given. This is followed by conclusion and
recommendations.

The Kogan Online Store Marketing Strategy 2
Contents
Introduction......................................................................................................................................3
SWOT Analysis...............................................................................................................................3
Product Strategy...............................................................................................................................5
Segmentation and Positioning Strategy...........................................................................................7
Pricing Strategy...............................................................................................................................8
Distribution Strategy........................................................................................................................9
Promotions Strategy.......................................................................................................................10
Management Control and Measurement Systems.........................................................................10
Problem Identification and Solutions....................................................................................................10
Conclusion.....................................................................................................................................12
Recommendations..........................................................................................................................12
Project Timeline.............................................................................................................................13
References......................................................................................................................................14

The Kogan Online Store Marketing Strategy 3
Introduction
Kogan.com is a group of retail and service store, including Kogan Mobile, Kogan travel,
Kogan Insurance, Kogan Health and others. This company was established through Russian
Kogan in the year 2006. The Kogan.com is a brand which is known for price leadership through
the digitalization of products and services. The company has presently 8 million subscribers and
the company has a strong focus on making the demand products and services. The company
makes every effort to make the products and services accessible and affordable to the customers.
According to the Wall Street Journal, the worth of Kogan is speculated around 400 million
dollars. The Kogan online retail store has been segmented according to the SWOT analysis and
its pricing, product and distribution strategy has been provided with different measures on
control. International marketing theories concept with relevance to pricing strategy, distribution
and promotional strategy has been explained. The SWOT analysis with respect to international
Michael Porter Five forces model has been given.
SWOT Analysis
Kogan.com utilizes different selection tools for analysis of macro environments. The
following tools have been enumerated for market selection.
SWOT analysis stands for Strengths, Weaknesses, opportunities and Threat
Strengths-
 The company’s strengths are into highly skilled workforce and trained sales people and
huge resources are deployed into training and development (Varadarajan, 2015).