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Marketing Resource Management : Assignment

   

Added on  2021-04-21

17 Pages5189 Words150 Views
Running Head: Marketing & Strategic Resource ManagementAMAZONMarketing & StrategicResource ManagementNew Product Launch
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Marketing & Strategic Resource ManagementP a g e | 1Table of ContentIntroduction...........................................................................................................................................2New Product Idea..................................................................................................................................3PESTLE Analysis..................................................................................................................................3Rationale for the New Product..............................................................................................................6Porter 5 Force Model.........................................................................................................................7Competitive Rivalry within the Industry............................................................................................8Bargaining Power of the customers/Buyers......................................................................................8Bargaining power of Amazon Suppliers.............................................................................................9Threat of Substitutes.........................................................................................................................9Threat of New Entrants...................................................................................................................10Ethical & CSR Responsibility................................................................................................................10Integrated Marketing Plan...................................................................................................................11SMART Goals...................................................................................................................................11Channels for the Campaign..............................................................................................................12Evaluation of the Plan..........................................................................................................................14TRP rating for the commercial.....................................................................................................14Big Data Analytics........................................................................................................................14Conclusion...........................................................................................................................................14References...........................................................................................................................................15
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Marketing & Strategic Resource ManagementP a g e | 2IntroductionIt has been said that the world has become one big global village, and people can connect with each other easily with just one click, all this has been possible with the invention of the disruptive technology “Internet”. Internet has not only made easier for people to stay in touch but have also paved a way for thousands of big and small companies which benefit from this revolutionary technology. Amazon was the result of this disruptive technology.Jeff Bezos in the year 1994 founded Amazon at the back of his garage; he identified gaps in the current practices of the existing e-commerce companies and wanted to change the entire landscape to benefit the biggest stakeholders of a company “Customers”. Amazon started its journey as the online book seller in Seattle, and it kept on evolving its product offering, its policies and procedures to improve the way customer shop online. Presently Amazon is the one of the most valued companies on the earth and undoubtedly is sitting at the Zenith of the most successful e-commerce companies. Amazon which has its headquarters at Seattle has offices in almost 16 countries and distributes and ships its products to more than 180 countries. The success mantra for Amazon is its customer centric policies; Jeff believes that if the company takes care of its customers, the customers will take care of its shareholders. At present there are millions of people who shop millions of product on the Amazon website, the company sells product ranging from as small as a Pencil to as big as an indoor home garden. Jeff has created economies of scale and scope for the company, which is another contributing factor for its success.The purpose of the assignment here is to use Amazon as a company and evaluate its business plan and strategies and identify the best possible option for effective development of operational planning. Using tools and techniques to identify a new product or service to be launched in the Indian market and analyse the competition existing in the industry. Towards the end of the assignment, a strategic marketing plan has to be created encompassing the channels of the promotion, their advantages and define SMART objectives for the campaign. For the purpose of the report, Indian market is being chosen to deliver grocery and fresh food vegetables in Tier 1 & 2 cities and ensure the delivery the very same day.
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Marketing & Strategic Resource ManagementP a g e | 3New Product IdeaAmazon entered into India at a time when the Indian government was focussing on the Start-up India movement and wanted more and more start-ups to be created by Indian entrepreneurs. At that time, more than hundreds of companies were doing good in the e-commerce sector. Certain companies like Flipkart, Snap deal, Myntra, Jabong, Grofers, Big basket & urban clap had dominated the Indian online market. Amazon found India has a very interesting market because of its culture, religion and ethnic diversity and its huge population (132 Crore- 2018). Amazon wanted to make an impact in the Asian market, as the company could not do much in China, because of the local Alibabagroup. Thus company wanted to keep its feet really strong and make an impact in the Indian market.The company’s new idea is to open an online fresh fruit, fresh vegetable stores, grocery store and give tough fight to the Indian players. The company already has a loyal base of more than 25 million people, out of which 9.5 million have been using its Prime services. Thus, with the brand loyalty, creating awareness and increasing the penetration of the new product makes good sense.In order to prove the relevancy of the Indian market, macro –environmental analysis of Indian market will validate the choice of Amazon to go forward with its new product in the Indian sub-continent.PESTLE AnalysisPESTLE analysis is a macro-environmental tool which is used to evaluate the external influences on business. The acronym stands for Political, economic, social, technological, legal and environmental forces which can affect the business operations and also helps to identify the attractiveness of the market chosen for the expansion of business plan and strategy.PoliticalIndia’s political environment is extremely stable, despite a number of political parties, thecollation rule still holds well in the Indian sub-continent. Under the present leadership, the government is laying emphasis on the internet start-ups and is creating favourable policies for international companies to come and operate in the Indian market. The market forces determine the level of competition, and although the government does not intervene much in the company policies, it certainly can
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