logo

Marketing Management on Amazon Assignment

   

Added on  2021-06-15

13 Pages3783 Words135 Views
Marketing ManagementAmazon Inc.

Amazon Inc. 1ContentsIntroduction......................................................................................................................................1Product line – Clothing....................................................................................................................1Current Marketing mix....................................................................................................................1Marketing objectives.......................................................................................................................2Enhance target market..................................................................................................................2Introduce two new brands............................................................................................................3Brand positioning.........................................................................................................................3New target markets..........................................................................................................................3Children........................................................................................................................................4Lower middle class......................................................................................................................4Old people....................................................................................................................................5Marketing mix.................................................................................................................................5Product.........................................................................................................................................6Price.............................................................................................................................................6Promotion.....................................................................................................................................7Place.............................................................................................................................................7Conclusion.......................................................................................................................................8References........................................................................................................................................9

Amazon Inc. 2IntroductionAmazon Inc. is a giant business established in 1994 that has changed the shape of the E-commerce industry. The founder of this disruptively innovative business is Jeff Bezos who started the business as an online book store but soon expanded the product line to despicable lengths. The company currently has an active presence in over 18 countries. Amazon continues to enhance its efficacy by introducing a wide variety of products with an aim to cater to a large target market. At present, Amazon’s product line includes fashion apparels, furniture, electronics, groceries, books, beauty products, home and kitchen ware, stationary products and even automobiles. Every product category aims to cater to a different market and every category performs differently. This report highlights upon the sports apparels sold on Amazon Inc. The report aims to identify a different target market for this particular product line and the marketing mix strategies that the brand can use in order to effective promote and position this particular product line.Product line – ClothingAmazon’s Clothing line is fairly elaborate and caters to the needs of a wide range of customers. The online store has divided the clothing section for men and women. These sub-sections are further divided into categories including active wear, fashion wear, bottom wear, inner wear, lower wear and accessories. The E-commerce giant stores a wide variety of products from different retailers across the globe. Therefore, the brand caters to a wide range of customers. The apparel section has clothes from a large number of brands and can be filtered across different categories including color, pattern, cloth, sleeve length, fit or fabric.The active wear segment of Amazon’s clothing line consists of sportswear including shorts, tee-shirts, track pants, track suits, sports inner wear and swim wear. The products are available for men and women under ‘fashion’ segment. Customers can select from over 22 brands. The next part of the report highlights upon introducing new marketing objectives, target market, marketingstrategies and marketing mix elements for the ‘Active Wear’ product of Amazon Inc.

Amazon Inc. 3Current Marketing mixIn order to understand the exact position of Amazon Inc in the current market scenario, it is important to understand the marketing mix offered by the brand to its customers. This report aims to improve upon the current marketing mix for the ‘Active wear’ product category for Amazon Inc.Product: The product in reference is Active wear. Currently, Amazon has 3 brands owned by the brand and besides that there are various leading brands including Nike, Adidas, Under Armorand Reebok that are sold by Amazon.Price: The prices are defined by the sellers and for its own brands, Amazon has adopted a penetration pricing strategy to reach out to a wider customer segment.Place: Amazon has a websites for 18 countries and other countries are currently importing amazon products.Promotion: Digital marketing tools and social media management strategies are currently adopted by the business.Marketing objectivesIn order to improve the performance of the product line of ‘active wear’, Amazon must focus on the following objectives:Enhance target marketIdentifying the target market for a particular product is highly essential for the success of a business (Wilson & Gilligan, 2012). Therefore, the foremost objective of the brand over the next three years in regards to ‘Active wear’ must be to enhance its target market. At present, the targeted customers for Active wear are relatively few. This is because most people who work outfrequently tend to wear their most comfortable clothes. Buying clothes for the purpose of workout has yet not been an entirely acceptable trend in many parts of the world. Enhancing the target market for active wear would eventually lead to increased sales for Amazon.

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
MKT113 Introduction to Marketing Assignment
|4
|559
|348

Marketing Mix Assignment 4Ps
|10
|1751
|308

Assignment on Marketing Communication- NIKE
|10
|3011
|163

Assignment on Fashion Retails Brand
|10
|2409
|426

Report on Marketing Strategy - Gap Inc - Desklib
|11
|2606
|405

Marketing Mix Analysis Assignment - Mountain Equipment Co-op
|11
|3131
|82