Marketing Management: Strategies for Amazon Prime

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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MARKETING MANAGEMENT
Table of Contents
Answer to Question 1.................................................................................................................2
Answer to Question 2.................................................................................................................3
Answer to Question 3.................................................................................................................4
Answer to Question 4.................................................................................................................5
Answer to Question 5.................................................................................................................6
References..................................................................................................................................7

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MARKETING MANAGEMENT
Answer to Question 1
Amazon Prime is the second mover in the entire SVOD market which is after Netflix
in the entire competitive market. The Amazon tried to include the different kinds of strategic
decisions which has helped the company in trying to target different group or segment of the
individuals that included the college students along with new mothers in the market.
Furthermore, Amazon tried to include different kinds of individuals in the market, however it
has been seen that the percentage of the college students and new mothers are the major
target of Amazon Prime as they are the ones who prefer shopping and watching different
series online as compared to the others in the other age groups (Amazon.in, 2018).
Furthermore, promotions done by the Amazon Company are basically on the
respective market segment as this is the appropriate choice for the company in order to gain
competitive advantage in the entire market. Furthermore, there have been different surveys
and statistics which has helped in revealing that the percentage of the different college
students along with the new mothers are the ones who are high-frequency purchasers in the
entire market and this also includes that these customer segments are the ones who are keen
in trying to purchase different new products or services which are being introduced in the
entire market (Baker & Saren, 2016).
This kind of customer segment target is essential in nature and this has been beneficial
for the company as well as there are different shipping benefits and the word of mouth
application is being applied to the different products sold by the company in an effective
manner (Cascio et al., 2018). Lastly, the main emphasis of Amazon Prime to target the
respective customer segment is that they are the ones who stay at home and the greater
emphasis on the different individuals who prefer watching different serials staying at home at
lower cost than Netflix.
Furthermore, there are different other market segments which will help the company
in managing the differences and this will increase their revenue and profitability in the entire
organization as well that will result in improved customer satisfaction and the customer base
will be strong in nature as well (Lidstone & MacLennan, 2017). Amazon Prime has to
understand the different moves of Netflix and this can provide them with different
alternatives which will help them in being more competitive in nature and gain more
profitability in the future in a positive manner.