Amazon Fresh Marketing Proposal: Analyzing Market Trends & Strategies

This case study provides a marketing proposal for Amazon Fresh, detailing market research benefits and processes, the importance of cultural differences in marketing, and various marketing techniques to attract customers. It explores current marketing trends and a new marketing mix for Amazon F...Read More

MARKETING PROPOSAL
FOR A NEW PRODUCT OR
SERVICE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
1. Benefits and process of conducting market research..............................................................3
2. Discussing the importance of cultural differences and its impact on marketing....................4
3. Describing different marketing techniques amazon can use to attract customers..................5
4. Explaining marketing trends and new marketing mix for Amazon fresh...............................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
A marketing proposal is a statement used by companies to communicate a business
project for a client consideration. The document includes delivery time, product cost and final
contract for approval. A well-known brand of UK, amazon which focuses on e-commerce and
retail business. This case study will provide detailed information about a marketing proposal
used by Amazon as it has decided to expand its business and offering new facility called amazon
fresh. The report will give an idea about market research and importance of cultural differences.
Further, the case study will discuss marketing strategies used by amazon to attract customers. At
last, the report will provide marketing trends such as marketing mix for the company.
1. Benefits and process of conducting market research
Market research is a study to determine the values of new products or service within the
market. This process allows a firm to discover the competitive market and find out the feedback
from customers about their experiences and preferences in the existing product (Benzo, Mohsen,
and Fourali, 2017). The market research can be done with the help of surveys, questionnaire,
product test. It is a critical element in the development and research of a new service or product.
With the research the amazon can find out their target market and provides facilities according to
their product differentiation.
Benefits
Through market research the present company can gather information about segmentation
which can be used to increase customer satisfaction. For decision-making process the company
needs to analyse the resulting data to determine the presence of any relevant point in the business
activities (McDaniel Jr and Gates, 2020). Physical interview helps to collect data effectively and
then compared to the other brands in order to see the effectiveness of ads. Phone research and
online market research will definitely help to collect relevant data. The company must adopt
customer observation and other survey methods in order to collect relevant information about
market condition and financial health of business. This process makes the task easy and less
time-consuming since customers can do on their own. There various kinds of primary research
includes polls and quantitative research which uses social media engagement. These strategies
will help the company in planning its business activities to support new service.
Process

 The amazon needs to identify and formulate the problem of business and then develop a
plan according to the marketing conditions (Market research, 2021). The amazon uses
strategies like segmentation, targeting and positioning in order to understand the
customer preferences and needs. This will support the company in order to make
management and product related decision process.
 The company needs to determine the design of services in market and find out the
method of data collection (Newman, Finkelstein and Davis, 2021). Collect and analyse
the data in order to understand the nature of marketing problems. After that, the company
must specify the sampling process and discuss the findings with the top-level
management.
2. Discussing the importance of cultural differences and its impact on marketing
 It is important to study the other company cultures as it help to understand various
perspectives. Culture helps to recognize the environment and human behaviour therefore,
when the company identify with other people will sympathize with their situation.
Different cultural have their own beliefs which they can share in order to offer various
ways of doing things.
 This will also allow growing and learn from other people's experiences and knowledge.
Thus, it can help to improve work and collaboration, develop personal and professional
growth (Wilson, 2018). In addition to that, it gives cultural awareness which can be used
while interacting with people of various backgrounds.
 It helps to achieve a flow of cultural services and goods and also increase the mobility of
professionals. In addition, it improves human rights and development of freedoms with
the workplace. Positive impact of cultural understanding is it empower people to
strengthen others to achieve the success and potential business position.
 It can inspire and motivate the creativity of employees and also drive innovation in order
to achieve success. Local market knowledge and business culture of London makes a
business of amazon more competitive and profitability can be achieved.
 Cultural differences and insight of market will provide a brief idea about higher quality of
products and cost leadership strategies used by competitors. It also allows the company to
attract the best talent and diverse skills and experiences of employees. In order to achieve
success, the firm needs to improve teamwork for more productivity.

 Cultural difference will give great opportunity to develop personal growth and marketing
strategies. In order to achieve target, the company needs to understand the local rules and
regulations and customs. Additionally, cultural understanding and native language skills
can increase business development.
 It is seen that in a diverse workplace, staff members are more loyal when they feel
comfortable and valued for their unique participation (Schmidt, Heffernan and Ward,
2020). This will create mutual respect for other thus, positive atmosphere of cross culture
cooperation is a fantastic way to bond teams. Employees of amazon have realized that
workplace diversity will provide material and other intangible advantages. They need to
communicate their commitment on order to address the challenges of a culture
differences.
 In the company, the employers and management team must be aware about insight of
workplace situations and celebrate the employees' diversity in order to avoid any issues
like staff members' awkwardness.
 The company must treat their employees equally and doesn't judge on the basis of caste,
education, generations and religion. They must include their policies in relation to
workplace diversity in their workers handbooks. When the colleagues are open to learn
from each other, they appreciate that diverse helps to achieve success as a team.
 So from the above mentioned discussion it is seen that companies that have a true and fair
diversity will help to benefit their employees productivity, business activities and achieve
a great reputation.
3. Describing different marketing techniques amazon can use to attract customers.
 Nowadays, every company needs to use new techniques and methods to attract
customers. With the help of various techniques and ideas amazon can attract customers
for its new launch service. Amazon can personalize its marketing messages and use
creativity in updating its content.
 Amazon needs to expand its market strategy focus on customer satisfaction by providing
them product at reasonable price. Also, provide attractive packaging and quality products
according to customers taste and preferences.

 The company needs to focus on advertisement and internet marketing in order to reach
their potential clients. By focusing only on customers needs will make them feel valued
and a connection with brand, that contributes to sense of honesty and loyalty.
 Amazon must create content that directly shows target market to share offers for
individual customers. Remember that it is important to take feedback after the consumer
make purchases. The company can collect data about purchasing experience from their
customers so that one can analyse the required changes for future activities.
 Therefore, the firm needs to send follow-up messages and emails for feedback and giving
rates from good, average and bad experience or like and dislike about brand. Prioritize
customer service and providing them a different service will help amazon achieve
success.
 Reward programs motivates customers like discounts, coupon offers, cash backs and
other special festive offers (Marketing techniques, 2021). The company needs to thank
and reward most loyal clients by offering them surprise gifts on special occasion and
seasonal offers. Retaining customers is also an essential part of marketing strategy so, the
company needs to build lasting relationships with their loyal customers and develops
clients lifetime value by offering them good services.
 The company needs to manage and create their own communications calendar where they
can keep track on programmes in order to satisfy their clients. The calendar will basically
provide sequences of phone calls, emails, special discount offers, which the company
send to their clients using a software in order to attract customers. Many companies are
already using this automation tool to communicate with their clients.
 Customer complaints will help the company to know the defects in services and products.
It will reveal about what improvement must be needed and what to avoid so, the company
needs to established complaint box or online complaint facilities. In addition to that, if the
firm resolve the complaints to satisfy customers, then it will definitely helps to inspire
them.
4. Explaining marketing trends and new marketing mix for Amazon fresh
Marketing trend involves the information regarding how effectively Amazon fresh is
making effort to meet its objective of attracting larger number of customers. The trends that are

included by particular organization which includes online grocery store, private label products,
growing fulfilment capabilities, artificial intelligence, voice search, dynamic pricing, shopping
on mobile, etc. These are some marketing trend adopted by Amazon fresh for getting leading
position.
Marketing mix includes multiple areas that focuses on developing comprehensive
marketing plan so that adequate information can be derived. Marketing mix of Amazon mix
includes price, place, promotion and product. It is one of the widely used strategy that is taken
into consideration by organization for purpose of meeting overall objective can be met. In
addition to this, marketing mix aids in increasing productivity a sustainability of organization can
be gathered.
Product
This describes anything which is offered by company to its targeted audience. It is an
primarily an online retail business that offers grocery products like fresh meat, poultry, fish,
dairy, fruit, veg and bakery. In addition to these products are widely offered by Amazon Fresh
for its targeted audience so that their requirement can be fulfilled that for which they visit local s
convenience grocery store. It delivers goods to customers speedily and maintaining quality that is
main benefits offered by Amazon prime to its targeted segments (Lim, 2021). It includes all
local, regional & executive amazon brand so that customer can meet its objective.
Price
Amazon Fresh utilizes effective pricing strategy that allow it to cover all type of
purchasing behaviour comprising people. It ensures that lower price is kept to attract customers.
In addition to this, company assure that firm assures that larger number of customer can be
attracted by gaining cost effective differentiation while offering local, regional and executive
brand to clients. There is much emphasis is given on market oriented, price discrimination and
value based pricing strategy. It as well make sure that discounts, other festivals offers can be
helpful in attracting higher number of clients can be obtained.
Place
It is one of the important component of marketing mix that shows channels and venues
are used by firm to connect with targeted customers. The specified organization pay attention on
delivering its products to different areas (Pomering, 2017). Amazon fresh operates as online

store that delivers goods in Las Vegas, Chicago, New York, etc. With help of e-commerce
platform company is able to cover larger number of customers.
Promotion
There are different kinds of approaches used by Amazon to spread awareness about its
products and services. The company is already famous so it does not need to pay attention on
conducting many efforts. But for meeting its objective of communicating with customers it sues
sales promotion, public relation, direct & social media marketing. On the basis of this, it can be
identified that these aid in inclining sales which helps in meeting organizational objective.
CONCLUSION
To conclude, market research allows the firm to find out the target market and trends and
collect data about customer interest using feedback strategy. The above case study concluded
about advantages of market research in order to support company activities. Further, it gives
detailed information on cultural difference and its impact. In summary, different marketing
methods are being concluded in order to attract customers. At the end, the report summarize
about marketing mix strategy for amazon fresh.

REFERENCES
Books and Journals
Benzo, R., Mohsen, M. G., & Fourali, C. (2017). Marketing research: planning, process,
practice. Sage.
Lim, W. M. (2021). A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). 453-469.
McDaniel Jr, C., & Gates, R. (2020). Marketing research. John Wiley & Sons.
Mintz, O. & et.al., 2021. The right metrics for marketing-mix decisions. International Journal of
Research in Marketing. 38(1). pp.32-49.
Newman, C. L., Finkelstein, S. R., & Davis, B. (2021). Transformative Consumer Research and
Public Policy and Marketing Research: Distinct, Yet Complementary,
Approaches. Journal of Public Policy & Marketing. 40(3). 331-335.
Pomering, A. (2017). Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal. 25(2). 157-165.
Raewf, M. B., Thabit, T. H., & Jasim, Y. A. (2021). The Relationship between the Elements of
Marketing Mix and Consumer Behavior during Environmental Uncertainty. Cihan
University-Erbil Journal of Humanities and Social Sciences. 5(1). 50-55.
Schmidt, S., Heffernan, R., & Ward, T. (2020). Why we cannot explain cross-cultural differences
in risk assessment. Aggression and violent behavior. 50. 101346.
Wilson, A. (2018). Marketing research. Macmillan International Higher Education.
Online
Market research. 2021. [Online]. Available through:
<https://www.entrepreneur.com/encyclopedia/market-research>
Marketing techniques. 2021. [Online]. Available through:
<https://hingemarketing.com/blog/story/top-10-marketing-techniques-for-professional-
services>