Amazon Alexa Report: Marketing Strategy and Analysis (Course XYZ)

This report analyzes Amazon Alexa, a smart speaker developed by Amazon, examining its market position and competitive landscape. It identifies key features like music playback and voice interaction, and acknowledges competitors such as Google Home, Apple, and Samsung. The report includes an environmental scan, considering political, economic, social, technological, environmental, and legal factors impacting Amazon. It forecasts increasing demand for smart speakers and details Amazon's segmentation, targeting, and positioning strategies. The report concludes by emphasizing Amazon's strong position in the e-commerce industry, driven by products like Amazon Echo, while acknowledging the intense competition within the market. The report also contains a reference section with the sources used for the research.

ANALYSIS OF AMAZON ALEXA

INTRODUCTION
Amazon.com Inc. is a
multinational technology
based organization of
American origin that is
based in Seattle,
Washington. The
organization mainly
focuses on providing
services based on
various cloud
computing, artificial
intelligence, digital
streaming and e-
commerce based
activities (Amazon.com.
2019).

ABOUT THE PRODUCT
Amazon Echo that is also
known as Echo is a brand of
Amazon Inc. that develops
smart speakers. The Echo
devices have the ability to
connect to the intelligent
personal assistant based
service of Amazon named
Alexa. The most significant
features that are offered by
Alexa to the customers include
music playback, voice
interaction, setting alarms,
making to-do lists, playing
audio books, providing weather
updates and real time
information (Amazon.com.
2019).

COMPETITIVE INFORMATION
Amazon.com operates in a
highly competitive e-
commerce based industry
and the threats that are faced
by the organization in this
industry are quite huge.
Google Home is able to
provide tough competition to
Amazon Echo with the help of
same features like that of
Amazon Echo. Apple and
Samsung are also planning to
develop smart speakers that
will further increase the
competition for Amazon Echo
(Brush, Hazas and Albrecht
2018).

ENVIRONMENTAL SCANNING
Political factors – Amazon.com Inc. is
influenced by the political aspects that are a
part of the external environment of different
countries.
Economic factors – Economic stability that
has been depicted by the developed markets
have supported the revenues of Amazon.com
(Brush, Hazas and Albrecht 2018).

ENVIRONMENTAL
SCANNING CONTINUED
Social factors – The degrees of consumerism
have increased in the online retail or e-
commerce industry and have provided major
levels of revenues to Amazon.
Technology factors – The rapid changes that
are taking place in the technologies used by
organizations impose major pressure on
Amazon and its operations as well (Kim et al.
2018).

ENVIRONMENTAL
SCANNING CONTINUED
Environmental factors – The popularity of
low carbon based lifestyle is able to play a
major role in development of operations of
Amazon and waste management programs of
the firm as well.
Legal factors – The product regulations that
have been implemented by governments and
various regulations have been developed
based on import and export (Kumar 2017).

DEMAND FORECASTED
The last few years have
been quite great for the
smart speaker based
industry. The voice-activated
and home-based devices
have provided major options
to the organizations. The
popularity and sales of
smart speakers have also
increased and the
organizations like Google
Home and Amazon Echo
have been provided major
services to the customers in
the industry (Kim et al.
2018).

SEGMENTATION,
TARGETING AND
POSITIONING
Segmentation – Demographic
and psychographic
segmentation is used by
Amazon in order to segment
various markets.
Targeting – The customers who
belong to the middle class
and upper class groups in the
society are targeted by the
smart speakers of Amazon
Positioning – Amazon has been
able to develop its position
as a Glocal or Go global Act
local in the e-commerce
industry (Brush, Hazas and
Albrecht 2018).

CONCLUSION
The presentation can be concluded by stating
that an organization like Amazon is able to
maintain its position in the e-commerce
industry with the help of various products
and services. Amazon Echo is a major
product that is able to attract large number
of customers towards the organization. The
demands for the products have started
increasing in the last few years. However, the
competition that is faced by Amazon in the
market is also quite huge.

REFERENCES
 Amazon.com. 2019. Amazon.com: Online Shopping
for Electronics, Apparel, Computers, Books, DVDs &
more. Retrieved 29 August 2019, from
https://www.amazon.com/
 Brush, A.J., Hazas, M. and Albrecht, J., 2018. Smart
homes: Undeniable reality or always just around the
corner?. IEEE Pervasive Computing, 17(1), pp.82-86.
 Kim, D., Park, K., Park, Y., Ju, J. and Ahn, J.H., 2018.
Alexa, Tell Me More: The Effect of Advertisements on
Memory Accuracy from Smart Speakers. In PACIS (p.
204).
 Kumar, R., 2017. A Review of Retail Process of E-
Commerce.E-Commerce for future & Trends, 4(2),
pp.39-51.