Evaluating Marketing Strategies for Amazon Go Supermarkets in the UK

This report presents a comprehensive marketing analysis for Amazon Go, the cashier-less supermarket chain, focusing on its potential expansion into the UK market. The report begins by evaluating the objectives of strategic thinking and presents a diagram of the marketing planning process. It then critically reviews key marketing models such as PESTLE, Porter's Five Forces, and SWOT analysis, explaining their relevance to marketing planning. The importance of branding is thoroughly discussed, along with concepts like brand positioning, the brand pyramid, and brand management, and how these concepts can be integrated into a marketing plan. The report provides a strategic marketing plan for Amazon Go, incorporating PESTLE and SWOT analyses, and marketing mix considerations. This report aims to provide a comprehensive overview of the marketing strategies necessary for Amazon Go's successful entry and operation in the UK market.

Marketing

TABLE OF CONTENT
 Evaluating objective of strategic thinking
 Presenting diagram of marketing planning process
 Critically reviewing 3 marketing models/ concepts and the theories and the manner in
which they relate to process of marketing planning
 Explaining the importance of the branding
 Illustrating concept of the brand Positioning, brand pyramid & the brand management and
way in which such concepts need to be integrated into the marketing plan

INTRODUCTION
 Marketing referred as an activity that the firm
undertakes in promoting selling and the buying of
product or the service. It includes selling, advertising
& delivering the products to the consumers or the
other types of the businesses.
 The present report is based on Amazon Go, the cashier
less supermarket that allows the customer in picking
the items and walking out with those items in order to
take care that they do not have to stand in the checkout
queue.
 Furthermore, the report highlights the significance of
branding and the different marketing models.
Moreover, the reports presents a marketing plan for the
firm in which PESTLE, SWOT and marketing mix
analysis is been stated.

1. Evaluating objective of strategic thinking
Strategic thinking is counted as the planning process that is
applied to innovation, operational planning and the strategic
planning for the purpose of developing the business strategies
that contains the greater possibility for achieving success.
The main purpose of the strategic thinking is creating such
strategy that is coherent, integrative framework and unifying for
the decisions specially about the direction of business and
utilization of the resources.

2. Presenting diagram of marketing planning
process

3. Critically reviewing marketing models
 PESTLE analysis- It is the framework or the techniques used
by the marketers in monitoring and analyzing the macro
environment factors that poses a great impact on the company.
 Porters Five Forces- It is the model that is used for assessing
competitive environment of the company.
 SWOT analysis- It is considered as the first step of the
planning process with respect to marketing helps the marketers
in focusing on the key or major issues.

4. Importance of Branding
 Developing consumer preferences
 Generate market share & revenues
 Keeps the new competition away
 Increases productivity of employees
 Helps in attracting new distribution channel
 Makes unique & remarkable brand image

5. Concepts of Marketing
 Brand positioning- It refers to the target consumers for buying the brand in preference to
the others. It ensures that all the brand activity has the common objective which is guided,
directed and delivered by benefits of the brand or reason to make purchases and it also
emphasizes on the points of the contracts with that of consumers.
 Brand pyramid- It is the model which reflects the steps through which customer
establishes the loyalty towards a specific brand. Creating a Brand pyramid is counted as
the structured manner in crafting the communication strategy which develops brand
synergy beginning with attributes and the features of the product or service to brand idea.
 Brand management- It means as marketing function that makes use of the techniques for
increasing perceived brand value of the product line or the brand over the time.

CONCLUSION
 From the above report it has been summarized that marketing
plays an important role in informing the customers regarding
services and the product that is offered by the business.
 By preparing for the marketing plan, company could be able
to set up its business successfully as it helps in making
proper scanning or internal and the external environment
which in turn assist in dealing with uncertainties that might
arise in future and also helps the firm in achieving growing
success within overall industry.

REFERENCES
 Cravens, D. W. and Piercy, N., 2006. Strategic marketing (Vol. 7). New York: McGraw-
Hill.
 Gounaris, S., O'Loughlin, D. and Szmigin, I., 2005. Customer perspectives on the role and
importance of branding in Irish retail financial services. International Journal of Bank
Marketing.
 Gwin, C. F. and Gwin, C. R., 2003. Product attributes model: A tool for evaluating brand
positioning. Journal of Marketing theory and Practice. 11(2). pp.30-42.
 Keller, K. L., Parameswaran, M. G. and Jacob, I., 2011. Strategic brand management:
Building, measuring, and managing brand equity. Pearson Education India.