Amazon Prime Now's Marketing Mix Strategy
Added on 2019-11-26
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Marketing PlanAssignment 21
Company OverviewA business cannot survive without customers. To get new customer as well as retain old ones,marketing is an inseparable activity in any strategic planning of an organization. People mustknow about a brand and must be able to identify its products with their needs otherwise theywould not simply walk into any business. Also, the product should showcase a value overtheir competitors so that he may choose it. Marketing plan is hence needed and can only becreated with a lot of investment of time, commitment and research. A proper marketing planwould definitely assist in reaching the target audiences, increase the customer base and affectboosting the bottom line.The organization in question here is Amazon and the services in the discussion is ‘PrimeNow’. The report shall be an attempt to showcase Amazon’s ‘Prime Now’ services launchinto Singapore and how marketing strategies can be derived for the service product. PrimeNow is a fast delivery service which allows customers to place orders for fast delivery. Itemscould be groceries, milk, eggs, beverages, beer, consumer goods, baby products etc. Thisservice is made available by Amazon in 9 countries and over 50 cities.Prime Now’s challenge is that Singapore is a very competitive market and Amazon entry isquite late in the competitive market. There is already a giant competitive force in name ofAlibaba. It is hence imperative that prime Now makes a competitive marketing plan tocounter competition, capture its market share and is able to create a sustainable and later onprofitable presence in the South-East Asian market (Izogo and Ozo, 2015. p-33). 3
Environmental Analysis of current situationIt is important to always analyze the environment both internal and external. This is animportant step to building strategies. While internal analysis shows us the organization’scapacity which could turn into potential strengths for it to deal with competition and othermarket factors, external environment analysis sheds light on factors in the existingoperational environment which may become favorable or make things challenging for theorganization. In this case, Prime Now, an innovative service by Amazon environmentalanalysis has been conducted.Internal Analysis – A SWOT analysis was conducted for Prime NowStrengths – Amazon is a giant retailer and it enjoys a monopoly in its own way. Strengthsbeing:a.Tri-pronged tactical drive from its pillars of cost leadership, focus and delineation.This has eased the chances of it making profit and drive value for organization(Cowles, 2016)b.Leveraging IT has lent it competitive advantage. E-commerce has helped addscalability to its platform and assists in ramping up when required to countercompetitionc.Highly recognized and favored by customers which make its market penetrationeasier--even in new markets which are not easy for its competitors (Zhu and Liu,2016)d.Superior logistics and distribution system which adds satisfaction to its services tocustomers. Helps it build competitive advantageWeakness – 4
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