Strategic Marketing Plan for Amazon Alexa in Singapore - Year 2019

This report details a strategic marketing plan for Amazon Alexa's introduction into the Singaporean market in 2019. It includes an environmental analysis using the PESTLE framework, examining political, economic, social, technological, legal, and environmental factors impacting the business. Porter's Five Forces model is used to assess the competitive landscape. The marketing objectives focus on generating profits and retaining a global market position by providing high-quality products to a target market segmented geographically, demographically, psychographically, and behaviorally. The marketing mix (product, pricing, place, and promotion) is outlined, followed by financial controls to ensure the plan's success. The report concludes by emphasizing the importance of a well-defined marketing strategy for Amazon's success in Singapore.

Running head: AMAZON AND ITS NEW PRODUCT
Amazon and Its New Product
Name of the Student
Name of the University
Author note

1Target market:
AMAZON AND ITS NEW PRODUCT
Executive Summary.
Marketing research plays a very important role for even the top companies when they
explore new markets with new products. Amazon in the paper explores the market
conditions of Singapore to introduce its flagship product Alexa into the country. The
paper would see the company forming appropriate marketing mix based on the market
research. The marketing mix would be rooted in the macroeconomic analysis
Singapore. Amazon should enter Singapore using a formidable marketing mix.

2Target market:
AMAZON AND ITS NEW PRODUCT
Table of Contents
Executive Summary...........................................................................................................1
Introduction:.......................................................................................................................4
Environmental Analysis:....................................................................................................4
Process 6 steps (PESTLE):...........................................................................................4
Political:......................................................................................................................4
Economic:.......................................................................................................................5
Social:.........................................................................................................................7
Technological:............................................................................................................8
Legal:..........................................................................................................................8
Environmental:............................................................................................................8
Porter’s Model:...................................................................................................................8
Marketing Objectives:........................................................................................................9
Target market:...................................................................................................................9
Geographically:..............................................................................................................9
Demographic segmentation:..........................................................................................9
Psychographic:.............................................................................................................10
Behavioural segmentation:..........................................................................................10
Creating brand equity:.....................................................................................................10
Marketing Mix:.................................................................................................................11
Product:............................................................................................................................11
Pricing:.........................................................................................................................11
Place:...........................................................................................................................12
Promotion:....................................................................................................................12
Financials:........................................................................................................................13

3Target market:
AMAZON AND ITS NEW PRODUCT
Controls:...........................................................................................................................14
Conclusion:......................................................................................................................14
References:......................................................................................................................15

4Target market:
AMAZON AND ITS NEW PRODUCT
Introduction:
Amazon Alexa is a subsidiary owned by Amazon, the largest ecommerce
company in the world which calls the United States of America its home country. Alexa
provides a range of products which are capable of playing music, making work
schedules, streaming podcasts and gaining of real time information (alexa.com 2018).
Alexa controlled echo-speakers are highly advanced second generation speakers
available in several variants to suit the different needs of the users. It is also accessible
in form of apps which enable users to gain weather reports and play audio files. The
products of Alexa come with advanced technology and compatibility to devices by other
leading ICT companies like Apple. Second generation Alexa is capable of performing
activities like surfing the internet, making online calls and even making ecommerce
shopping. The paper would explore the marketing mix of the Amazon and point out how
the ecommerce giant can use its market strategy to enter the Singaporean market with
Alexa.
Environmental Analysis:
Process 6 steps (PESTLE):
The following section would delve into 6 step analysis of market conditions of
Singapore which Amazon must conduct before introducing the product into the market:
Political:
The country of Singapore is a parliamentary republic which draws its strength
from the political system of the United Kingdom. The government of Singapore is strong
and stable with bilateral relationships with as many as a hundred and eighty nations.
The country shares strong relations with both developed and developing countries.
According to the official website of the US Embassy, Singapore, the United States and
Singapore are partners in political, economic and technological development. The two
countries are members of international organisations like World Trade Organisation and
ASEAN (sg.usembassy.gov 2018). This strong political relationship between the United
States and Singapore is of tremendous importance to American companies like

5Target market:
AMAZON AND ITS NEW PRODUCT
Amazon. This is because this strong political relationship between two countries
plays immense role business expansion and sustenance of these companies in
Singapore (Tang and Tan 2015).
Economic:
The first economic factor which comes into play is that both the countries, the
United States of America and Singapore are economically stable countries.
Figure 1. Graph showing GDP of USA in USD bn
(Source: tradingeconomics.com 2018)

6Target market:
AMAZON AND ITS NEW PRODUCT
Figure 2. Graph of GDP of Sinagpore in USD bn
(Source: tradingeconomics.com 2018)
The two graphs above (Figures 1 and 2) show that the GDP of the USA was
USD 19390.6 in 2017 against USD 323.91 of Singapore, both amounts expressed in
billions. An analysis of the GDP of both the countries reveal an upward trend which
means that there are more opportunities of business expansion of in these two
countries. As per the US Embassy. Singapore is one of the most sought after FDI
destinations of the United States backed by its growing industry (sg.usembassy.gov
2018). This means that the organisations of the two nations engage into huge amount of
financial transaction which calls for the second economic factor international currency
exchange.

7Target market:
AMAZON AND ITS NEW PRODUCT
Figure 3. Graph showing USD vs SGD exchange rate trends
(Source: bloomberg.com 2018)
As far as exchange rate is concerned, USD though has higher value than SGD,
shows signs of fall. This weakening of USD against other international currencies would
have severe implications on the businesses of American companies like Amazon. This
means they these companies have to make their foreign operations self-sustainable so
that the overseas branches are able to sustain their operations financially. This throws
light on the third economic factor, the financial sources. Amazon is a public limited
company listed on the NASDAQ and its share price competes with other top IT giants
like Apple (reuters.com 2018). This means that the American company can use the
Singaporean securities market to make its operations in the market. The fourth factor
which encourages business of foreign companies in Singapore is presence of
multinational financial institutions (Popescu 2014). These institutions provide finance to
the companies in Singapore thus making their operations far more cost effective. This
analysis shows that the economic conditions of Singapore are optimum for foreign
companies to enter.
Social:
The people of Singapore are well acquainted with Amazon which would assist
Alexa enter the market. The next social factor in Singapore is its high population. The
GDP of the country is very high which means the residents have more disposable

8Target market:
AMAZON AND ITS NEW PRODUCT
amount to buy expensive products. This social factor would also boost the business of
Alexa in the market of Singapore (Valickova, Havranek and Horvath 2015).
Technological:
Singapore is technologically very powerful and has presence of companies like
information technology giants like Microsoft. Similarly, the nation has a very strong
banking networking based based on technology. This would support ecommerce
transactions, thus generating heavy revenue. The consumers in Singapore are also
very tech savvy, thus enabling IT companies like Amazon introduce new products in the
market of the market (Popescu 2014). The technological strength Singapore is also
boosted due to its technological partnerships with developed and developing countries.
This is also because the country receives strong technological support from the United
States of America. The American ICT companies like Amazon invest immense amount
of capital in the market (Tang and Abosedra 2014).
Legal:
The country has a very strict legal system and that favours growth of foreign
companies. This is evident from the low corruption level in the country. Similarly bribery
and black money systems are highly despised in the corporate sector (straitstimes.com
2018). However, there have been increase in the crime like murder and extortions which
is a matter of great concern for the multinational companies (Bahar 2018).
Environmental:
The market of Singapore faces serious environmental issues like flooding and
degeneration of its indigenous flora and fauna (Wilcox, Van Sebille. and Hardesty
2015). The country is almost an island and hence rising sea level would pose serious
threat to the existence of the country. The nation of Singapore is experiencing several
eco-green issues like massive ecological devastation to boost its growing
industrialisation (alexa.com 2018). The government of Singapore launched green plan
in 1992 to counteract these eco-green issues. Alexa can penetrate the market of
Singapore and contribute towards tackling these eco-green issues. Since, the gadget
helps in communication between people and enable them to listen to audios, the
listeners can gain information on the environmental conditions of Singapore on the

9Target market:
AMAZON AND ITS NEW PRODUCT
gadget (mewr.gov.sg 2018). Thus, Amazon can contribute towards spreading
awareness about environmental issues and encourage people to act in more
sustainable ways.
Porter’s Model:
The Porter’s model clearly shows that the market of Singapore is highly
competitive and Amazon’s new product Alexa would enter the market by forming
aggressive marketing strategies. Alexa is continuously under the threat from newly
entering smaller companies with similar services. For example, Google Home Mini
and Apple Home Pod marketed by Google and Apple respectively are already
present strongly in Singapore. Amazon should consider the presence of these substitute
products in the market of Singapore (Kim and Mauborgne 2014). The company should
also take into account the local music pod marking companies. Those companies often
use less expensive technology than Amazon in their products and charge lower prices
for the same products compared to Alexa. Thus, these new companies in the market
threat Alexa and tend to steal its customers.
Marketing Objectives:
Hertel-Fernandez, Skocpol and Lynch (2016) point out that the marketing
objectives of Amazon in Singapore are to generate huge profits by marketing a product
which enables the users to do myriads of functions like listening to music and surfing
the internet. Amazon has the strong attribute of creating value for its customers by
providing them with high quality products. The product under question, Alexa would
enable the customers perform a variety of functions like listening to music, getting news
updates The marketing objective of the company should be to serve these business
customers and also governments, with superior products. The company also aims to
retain its global position in the market (Peitz and Valletti 2015). The customers of the
Alexa in Singapore would also be the upper class customers who can afford smart
phones and hi-tech smart phones. Thus, the marketing objective of the company should
also be attracting these upper class customer base to generate immense revenue
(Pisano 2015).

10Target market:
AMAZON AND ITS NEW PRODUCT
Target market:
Amazon while entering the market of Singapore must use several segmentation
methods to segment its target market and generate immense revenue by serving them.
Geographically:
Amazon segments its market geographically on the basis of the markets. The
ecommerce company is the largest ecommerce company in the world and serves
hundreds of countries. As far as Alexa is concerned, the geographical segmentation
consists of dividing its total market into division like Asia and Europe (Platzer and
Sargent 2016).
Demographic segmentation:
The market segmentation of Alexa would consider consumers of different age
groups and it would play significant role in ensuring market penetration of Alexa into
Singapore. Since, Alexa facilitates listening to music and coordinating with other
electronic gadgets like smart phones, it appeals to customers of different ages.
The elderly people can use it to communicate with others while the younger
people can use it to listen to music (Beheshtian-Ardakani, Fathian and Gholamian
2018). Thus, Alexa can enter the market of Singapore to serve different needs of people
of different age groups. As far as income is concerned, Amazon should target
upper class consumers since Alexa gadgets are costly.
Psychographic:
The consumers preferring to use Alexa products should very psychologically very
tech-savvy and prefer multitasking gadgets. They should exhibit positive behaviour
towards technology and gadgets. For example, the consumers can use Alexa to
listen to songs and also surf the internet at the same time. The users of Alexa can also
make online purchases (Muslikh, Zainal and Hidayati 2017). It can be pointed out that
the users can also connect to Alexa on smart phones and tablets (Platzer and Sargent
2016). Thus, they can communicate with other users of Alexa easily to exchange
valuable information. Thus, this would enable the users communicate with people using
both smart phones and Alexa. This would be very helpful to people suffering from

11Target market:
AMAZON AND ITS NEW PRODUCT
anxiety and stress as they would be to keep in touch with their acquaintances easily
(Pisano 2015).
Behavioural segmentation:
The customer segments using Alexa exhibit certain unique behavioural
characteristics. Alexa can establish itself in the market of Singapore because it can help
people of different age groups like teenagers, working adult and family (Platzer and
Sargent 2016). The teenagers can relax listening to the music and lower their stress
levels. The same would be applicable for working adults and families. The families
staying in Singapore can use Alexa to listen to music and enjoy. Alexa can also be used
while consumers work out or do meditation to concentrate. Thus, Alexa can enable
users to concentrate and control their anxiety. Thus, Alexa can bring about positive
behavioural changes among people of different age groups (Pisano 2015).
Figure 4. Customer segmentation of Alexa
(Source: Platzer and Sargent 2016)
The segmentation strategy of Amazon as far as Alexa is concerned should be
measurable and actionable. The company on regular interval like once in a month
ensure that its segmentation is well aligned to its objective and is actionable.
Domestic consumers
Teenagers
Working adults
Aged people
People working out, meditating etc.
Commercial consumers
Setting up Alexa musical arenas for employees to relax
Make their waiting areas more appealing to customers

12Target market:
AMAZON AND ITS NEW PRODUCT
Creating brand equity:
Amazon should adopt several strategies to create and strengthen the brand
equity of its new Alexa gadget which it would be releasing in its hits market Singapore.
The multinational company should first conduct a thorough market research of
Singapore and juxtapose the same with its own SWOT analysis. The next step of
Amazon in releasing its products in the Singapore is to create demands for the products
by using its top market position and immense customer base (Huang and Sarigöllü
2014). The customer segmentation of Alexa’s new multitasking gadget and the very
website of the former clearly show that it is a very expensive product requiring extensive
promotion. However, since the app is available on smart phones and smart watches,
the brand equity creation would also help the company attract upper class customers
using those gadgets. Moreover, its manufacturing would attract immense investment
from Amazon which means it should first create demand by using appropriate market
mix.
Marketing Mix:
The marketing mix of Alexa, the subsidiary of Amazon consists of four P’s or
components namely, product, pricing, place and promotion.
Product:
The products of Alexa would be multitasking and enable the users to do a variety
of functions, The users would be able to perform myriads of actions like listening to
song, downloading files, getting news updates and surfing the internet simultaneously
(Osterwalder et al. 2014). This means that Alexa products would add a lot of value to
the users and increase their convenience. The users of Alexa would be able to
communicate and do myriads of activities. The product would be well aligned to the fast
life style of Singapore which creates a lot of stress on the people. Alexa would enable
them to relax by listening to music and promote wellness. The machine is more portable
compared to smart ones and are can be carried more easily. Thus, the product would
create a lot of utility to its users (Valencia Cardona et al. 2015).

13Target market:
AMAZON AND ITS NEW PRODUCT
Pricing:
Amazon should use appropriate pricing methods to attract more customers. As
pointed out before, the major ratio of the consumer base of Alexa are business
organisations and contains upper class people who buy expensive instruments. Alexa
should use scheming pricing method to enter the market of Singapore. The
company should set high initial price for its new product which would have several
positive outcomes. First, these would create the positive impact and enhance the
lifestyle of the people of Singapore Secondly, the product in the initial stage already has
competitors like Google and Apple with their respective music hardware. However, it
would be backed by the immense market power and brand equity of Amazon (Wayne
2018). Thus, it would be able to attract a huge customer base and generate heavy
revenue. Moreover, scheming pricing would enable the firm to gain back the initial
capital investments faster compared to the other pricing strategies namely, the
economic pricing strategy. Fourth, this strategy would enable the firm to establish itself
in the market of Singapore before the advent of another strong competitor. The pricing
strategy of Alexa should be fixed in such a way that it covers the high operating
expenses Amazon would incur to release it in Singapore. Moreover, the high pricing
would enable it to establish itself as a high end product. This positioning would enable it
to attract upper class consumers and generate high revenue (McAuley, Pandey and
Leskovec 2015). It can be recommended that the company should use premium pricing
to attract tech-savvy and gadget lover customers of Singapore. This strategy would
enable the company to establish itself as a high-end product in Singapore.
Place:
The place strategy of Amazon in marketing Alexa’s multitasking gadget would
play a very significant role in rendering the company high profits. These channels would
enable Amazon to get access to upper class consumers both in the cities and towns iof
Singapore. Firstly, they should be available in specialised outlets of Amazon and online
as well. The outlets of Amazon selling Alexa should also function as customer support
points. The outlets can initially be opened in Singapore which is also the capital city and
then spread into other important locations like Johor Bahru (Valencia Cardona et al.
2015). They should enable customers to obtain aftersales services which would

14Target market:
AMAZON AND ITS NEW PRODUCT
ultimately boost customer loyalty. The distribution channel should combine retailers of
various sizes. The products should be available with high-end retail shops which are
frequented by upper class consumers. Similarly, the Alexa products should be available
with small retailers as well which would enable the company get access to rich
consumers residing in towns. The digital space would enable the company to Alexa
gadgets to an immense consumer base. The company should sell models of these
products in hardware shops so that the companies could purchase them easily
(Osterwalder et al. 2014). Thus, Amazon can ensure strong presence in the market
using place strategy aggressively.
Promotion:
The promotional mix of Alexa should play a very important role in creating
awareness about the product and generating immense sale. The promotional mix
should of Amazon should consist of print, audio-visual and digital media (Chong et al.
2016). The promotional mix of Alexa by Amazon should also incorporate presence at
trade fairs and fashion shows. The promotional mix should contain advertisement of the
brand by top actors and models. This promotional mechanism would enable Amazon to
establish itself as a high-end product of Singapore. The company should advertise the
products in leading newspapers and magazines of Singapore. The Alexa products
should be advertised on television channels especially youth and entertainment
channels. Amazon should use social media websites like Youtube to promote the
product. This powerful mix of promotion media can earn the company high profits. The
company in order to attract maximum sale in the initial phase should give discounts on
both online and offline sales. It can also add offers like free gifts and discount coupons
to push up sales further and generate maximum possible revenue.
Financials:
The financial budget would be formed for three years showing the sources of
funds. It has assumed that the accounts department of Amazon would sanction certain
amounts towards the project. The other source of income has been assumed to be loan
form banks. The expenditures have been assumed accordingly. Thus, this financial

15Target market:
AMAZON AND ITS NEW PRODUCT
analysis shows that the entry of Amazon through its subsidiary Alexa with environment
detector is financially viable.
Year 1
Amount($)
Sources for income
Amount sanctioned by Amazon 3500000
Loan from bank 2000000
Total 5500000
Expenditure
Premises 1000000
Human resource expenditure 100000
Material 500000
Technical expenses 200000
Marketing 3465053
Risk management expenses 20000
Total expenses 5285053
Budget surplus 214947
Particular
Amount
per
unit($)
Nos Estimated subtotal
($)
Research
Fees of research firm(Note 1) 200000 1 200000
Online survey costs 20000 1 20000
Total research costs 220000
Communication
Youtube marketing 1 200000 200000
Magazine (Forbes Asia 1 page
advertisement)(Note 2) 0 12 18860
Radio(slot 8 pm-12 morning)(Note 3) 782.39
Total advertisement costs 219642.39
Event(Prowine Asia)(Premium stand) 541.1 10 5411
Brand endorsements 1000000
Promotional costs 1000000
Promotional costs 1000000
Public relations costs 20000

16Target market:
AMAZON AND ITS NEW PRODUCT
Estimated marketing costs 3465053
89.3 210
one fm 913 210
Kiss 92 230
96.3 210
UFM 210
In SG$ 1070
In USD as on
10.08.2018 782.39
Note 1: The market research firm decided would be Asia Insight (asiainsight.com 2018)
Note 2: The magazine considered for advertisement is that Forbes and the latest 2018
rates have been taken from the newly published rate chart (forbes.com 2018)
Note 3: All the radio stations in Singapore slots have been booked for advertisements
(sphradio.sg 2018)
Controls:
The following are the controls which Amazon must maintain while marketing
Alexa in Singapore:
Resource control:
The management of Amazon and its subsidiary should monitor the resources like
human resources at regular intervals. Amazon must check its inventory on regular basis
to ensure check on loss of Alexa products due to thefts and accidents like fire.
Financial control:
The company should also monitor its financial performance. Appropriate control
steps should be taken to ensure that the business functions profitably in Singapore

17Target market:
AMAZON AND ITS NEW PRODUCT
(Dyreng and Markle 2016). The company should monitor its gateways to ensure that no
leakage of financial information takes place.
Distribution control:
Amazon must control its distribution in Singapore in order to control
counterfeiting of its models by local companies. The company must control the quality of
the products. Amazon should also control the accounting and shipping of its products
overseas stringently.
Conclusion:
The above discussion points out certain profound aspects which Amazon should
consider while making strategies to enter Singapore. The PESTLE analysis clearly
shows that the market environment of Singapore is highly favourable for the Amazon.
However, the subsequent discussions show that though the market is very favourable, it
is extremely competitive. The market of Singapore is already ruled by the two big
competitors of Amazon, Google and Apple. The smaller electronic companies offering
similar low priced products are also battling it out in the electronics market in Singapore
in order thrive and grow. This means that Amazon should take into account these
factors to form its market strategy. It must position itself in the market of Singapore to
establish its new product Alexa. The marketing strategy of Amazon must be aimed to
create value for customers of different segments right from the employed professionals
to the aged consumers. The marketing mix of the Alex should be designed to counteract
of all these competitors so that it helps Amazon to surpass the market positions of
Google and Apple. Finally, the discussion can be closed by stating that an
aggressive market entry strategy for Alexa based on the above findings would
surely establish Alexa as the top product in its category in Singapore.

18Target market:
AMAZON AND ITS NEW PRODUCT
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