Re-energising Amazon Alexa in the Global Market

Running Head: Strategic Marketing Management
Amazon Alexa
Strategic Marketing Management

Strategic Marketing Management 1 | P a g e
Table of Contents
Introduction......................................................................................................................................2
Customer Analysis...........................................................................................................................2
Market Analysis...............................................................................................................................2
Competitor Identification.................................................................................................................3
Re-energising Proposal....................................................................................................................4
Digital media mix.........................................................................................................................4
Television, newspaper, magazine, bill boards.............................................................................4
Strategies and tactics........................................................................................................................5
Marketing mix..............................................................................................................................5
Competitive Reaction and Responses..............................................................................................5
References........................................................................................................................................6

Strategic Marketing Management 2 | P a g e
Introduction
In this competitive business environment, every organization is required to take unique, creative
and innovative steps for the objective of standing aside from its competitors. With regards to
this, this report will focus over the Amazon which is a giant player of e-commerce industry. It is
engaged in various other industries and with regards to this; they have acquired a huge market
share in the global market. Organization introduces innovative and creative products regularly in
order to retain their existing and potential customers’ interest along with targeting new customer
segments. Recently, organization has launched Alexa in the form of smart speakers i.e. Echo and
Echo Dot, these speakers act as virtual assistant and it is launched at the international level
(Alexa.com, 2018c).
Every product or service requires re-branding after a certain time period in order to re-energise
the product in the target market. With regards to this, this report will focus over re-energising
Alexa in the global market with the objective of enhancing its demand in the global market along
with retaining the acquired position.
Customer Analysis
Primary customer segments for Alexa are millennials, youngsters and tech-enthusiasts. This is
because it is an innovative and tech-influenced product and the demand and curiosity level
regarding virtual assistant is more in the selected customer segments in comparison to other
segments. The major reason behind this is their huge social media interaction where people could
easily stay connected with the trends followed by different nations, recent innovations in other
countries, etc.
In order to approach to the target customer segments, organization uses personalised content
which is directly linked with their needs and requirements. With the help of personalised content,
organization generates demand amongst their target customer segments. In order to motivate
them, key features, KRAs, USPs and the major attractions are being highlighted in the
promotional campaigns for the objective of motivating customers (Slayton & Slayton, 2017).