Principles and Practices of Marketing | Case Study

Running head: PRINCIPLES AND PRACTICES OF MARKETING
PRINCIPLES AND PRACTICES OF MARKETING
Name of the Student
Name of the University
Author Note

PRINCIPLES AND PRACTICES OF MARKETING1
Executive Summary
The report is based on the analysis of the new product and service that can be offered by an
organization in order to improve its place and revenues in the market. The organization that has
been taken into consideration is Amazon and the new service that has been suggested to the
organization is development of the physical stores. The internal and external environment of
Amazon has been analyzed in detail. SWOT and competitor analysis is able to provide a detailed
picture of the competition that is faced by the organization. The target market, positioning and 4
Ps of marketing mix for the new service of Amazon have been discussed in the report.

PRINCIPLES AND PRACTICES OF MARKETING2
Table of Contents
Introduction......................................................................................................................................3
a. Company and service category background.........................................................................3
b. Brief concept of the new service offering.............................................................................3
Marketing environment analysis......................................................................................................3
External and internal environmental analysis according to the industry.........................................3
SWOT analysis in the table format..................................................................................................7
Competitor analysis.........................................................................................................................8
Recommendations based on the chosen industry............................................................................8
a. Target market........................................................................................................................8
b. Positioning of the service......................................................................................................9
c. 4 Ps of marketing mix...........................................................................................................9
References......................................................................................................................................11

PRINCIPLES AND PRACTICES OF MARKETING3
Introduction
a. Company and service category background
Amazon.com Inc. is an international technology based company of American origin that
is mainly based in Seattle and focusses on providing services related to cloud computing, e-
commerce, digital streaming and artificial intelligence. Amazon has also been able to gain its
place among the Big Four technology organizations that include Facebook, Apple and
Google. Amazon is also known in the industry for the disruption that it has been able to cause
in the well-established industries with the help of technological innovation. Amazon had
been established by Jeff Bezos in the year 1994 in Bellevue, Washington (Amazon.com
2020).
b. Brief concept of the new service offering
The new service offering that can be taken into consideration by Amazon in the United
Kingdom is based on development of physical stores that can cater to the consumers in
different parts of the country. The physical stores will be able to offer major levels of
competition to organizations like Tesco that operate in the retail market of United Kingdom
(Aguinis, Edwards and Bradley 2017).
Marketing environment analysis
External and internal environmental analysis according to the industry
External environment analysis – PESTLE framework –
Political factors – The major political threat that is being faced by Amazon in the United
Kingdom is related to the implementation of Brexit. The uncertainty in the economy and