Revamping Marketing Strategies for Amazon's Fire Phone

Marketing Management

Executive summary
Marketing management is a systematic tool used by various firm to manage the positioning of a
brand and its products that a firm sells to customers. This task is performed by marketing
managers of the company in order to attract the customers to purchase the company’s product.
The most important task of marketing is to raise brand awareness and adopt various methods to
promote product details to clients. Amazon is one of the most successful brands which deals in e-
commerce and cloud computing in UK. The company has given lots of options to their customers
by providing them varieties of products or service on its platform. But in recent times, one of the
amazon products falls under the category of “failure product” named as fire phone. Therefore,
the report has provided revamping of the product with respect to competitive organisational
environment by applying analysis tools in order to identify threats and opportunity. The firm
uses various strategy to improve the branding and enhance the image of product.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
1.Description of organisation and its product for the revamping................................................4
2.Exploring the competitive organisational environment by applying environmental analysis
tools to identify opportunities and threats that impact on amazon..............................................5
3. Examining marketing mix , focusing on the 4Ps....................................................................7
4.Evaluating the methods to improve the branding and reputation of product...........................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management is the method to organise and manage positioning and
promotional activities of company’s products. Typically, marketing managers are the people who
are responsible for managing product’s image and they are more focused on attracting more
audience to purchase from the company. Amazon, UK, is a technology organisation which deal
in digital steaming, e-commerce and others. Amazon fire phone was one of the flop products
within the portfolio of the organisation. The present report will provide a brief description of the
company and the product along with revamping the marketing strategies. Further the case study
will give SWOT analysis and PESTLE analysis of company and its product. In addition to this,
report will examine marketing mix and provide suggestion on improvement. Finally, the study
will evaluate major steps to improve branding and reputation of product and its impact.
1.Description of organisation and its product for the revamping
Amazon is one of the top organisations in united states which deals in cloud computing,
artificial intelligence and e-commerce. The company also focused on selling electronic items,
groceries, music equipment’s, housewares, toys, books, clothing and many other products. The
firm is having big warehouses where the products are being stored and all the goods are being
managed here from start to finish ( Deepak and Jeyakumar, 2019). Here, the inventory comes in
from manufactures and is delivered directly to suppliers, vendors and customers. The firm has
excellent supply chain management in order to fulfil the needs and wants of clients. Amazon is
famous for varieties of products and giving opportunities for small business and local suppliers
where they can use company’s online platform. The firm provide chance to content creators so
that they can attract more audience to buy services or goods. They run a number of events and
programmes in order to help small scale business so that they can increase their productivity.
They provide practical support to employees working in the organisation and help to boost the
revenue and performance of the firm. They are working hard to protect environment with their
eco-friendly packaging method thus they have maintained sustainability.
In the year 2014, company has announced amazon fire phone in order to compete with
other smart phone in the market. But it was one the biggest flop product as it was discontinued in
the year 2015 after first launched. Features of the product- 3D face scanning technology, which
most of the clients found worthless and gimmicky. According to research, customers was not