Strategic Marketing Project for Amazon Go

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Purpose of strategic marketing ..............................................................................................3
Marketing planning process ..................................................................................................3
Marketing models/ theories ...................................................................................................4
Significance of branding.........................................................................................................6
Concepts of brand pyramid, brand positioning and brand management. ..............................6
TASK 2............................................................................................................................................7
1 Evaluate PESTLE analysis and review Porter’s 5 forces relevant to your organisation.....7
2 SWOT analysis and a stakeholder analysis of your organisation........................................9
3 Develop SMART strategic objectives for the organisation...............................................11
4 Discuss how market segments could be used for the organisation and select one or more
market segment to justifying your decision..........................................................................11
5 Propose and justify a brand positioning for the targeted market segment........................12
Analyse the significance of the marketing mix for the organisation....................................13
Analysing pricing, promotional and distribution strategy of one of the product category ..14
CONCLUSION..............................................................................................................................16
REFERENCES:.............................................................................................................................17
Books and Journals...............................................................................................................17

INTRODUCTION
Strategic Marketing is a process by which business organisation sets itself different from
other companies in competitive market with the help of their strengths and capabilities. They
provide better customer values and satisfaction in order to gain competitive advantage. Strategic
marketing has main goal to provide business a positive response by its customers despite of high
competition in market. Strategic marketing help business in evaluating the external environment
and plan marketing strategy accordingly which will lead to companies growth and fulfil their
objectives. In this task of report, there is strategic marketing plan including PESTLE analysis and
Porter's five forces in given organisation context. Amazon go is chain of convenience stores in
UK and US operated by Amazon retailer. These stores are cashier less and partially automated
with self services. This report discuss the companies strengths and weaknesses through the
SWOT analysis and also specifies their SMART objectives. Further it evaluates the different
market segments that could be useful to Amazon go. In last report includes the justification
behind brand positioning in target market.
MAIN BODY
TASK 1
Purpose of strategic marketing
There are various marketing strategies which can be used by the organisation in order to
become more competitive with the changing scenario. They facilitate to attract the customers
with the help of new and unique products and services. There are various resources which can
be used in order to achieve multiple targets in the market. Organizations are able to set their
advertising budgets in advance when they have a sound strategy in place. This implies that the
marketing strategy also impacts how much money will be made from the advertising campaign.
A marketing strategy provides a succinct explanation of how a company can accomplish its
stated goals and objectives (Hansen and Juslin, 2018).
Marketing planning process
The main strategy of the firm is to analyse multiple goals which they want to attain in the
market. They need to formulate the new methods which will make them more superior in the
desired industry. The advertising technique a company will use to market and sell its goods or
services is called a marketing plan. The target market, the best way to reach them, the price point

at which the good or service should be sold, and the method by which the business will evaluate
its performance will all be determined by the marketing strategy (Beirman, 2020). A systematic
techniques uses certain components which includes planning, organisation and other perspectives
which can be used in order to carry out the tasks effectively. There are various departments
which needs to work in a coordinated manner and due to the diversified situation the
organisation needs to become more productive and provide quality goods to customers. The Four
Steps to Success in the Marketing Planning Process
1. Setting objectives and goals.
2. Examining the present circumstances.
3. Writing the Plan and Strategy.
4. Implementing and overseeing the plan.
Marketing models/ theories
According to a fundamental marketing principle, a business must position its goods or
services in the market in such a way that consumers perceive them as having a need for them or
as having a specific advantage in order to maximise sales (Abratt and Bendixen, 2018).
There are various types of theories/models and concepts of marketing from which some of
are mentioned below.
Marketing mix
Businesses and marketers use the marketing mix as a tool to determine a product or brand's
offering. The Marketing Mix has been linked to the 4 Ps.
 Product- This is the stage in which the organisation provide the products to the
customers and they clarify what the products is which the audience needs to buy.
 Place- The target customers needs to buy the products and services which si of superior
quality in order to maintain the diversity in the market.
 Price- The product's price should always be viewed as offering good value for the
money. One of the core principles of the marketing concept is that customers are
typically willing to spend a little bit more for something that performs exceptionally well
for them. This does not necessarily imply that it should be the cheapest option.
 Promotion- In this new changing era there are various techniques which can be used by
the organisation in order to sell the products and services in an effective manner. There