Marketing Strategies and Analysis: Amazon and JD Sports

This report provides a comprehensive analysis of marketing strategies employed by Amazon and JD Sports. It begins by exploring various marketing techniques, including market penetration, development, and diversification, as well as survival and relationship marketing strategies. The report then contrasts Amazon and Flipkart's marketing approaches. It further delves into the limitations and constraints of marketing, emphasizing legal and consumer laws. The second part of the report examines how JD Sports utilizes market research for its development and marketing plans, including primary and secondary research methods, and the limitations of market research. The analysis extends to competitor strategies, customer performance, and market trends. Finally, the report discusses market research applications like SWOT and PESTLE analyses, and SMART objectives, concluding with an overview of market segmentation, including geographic, demographic, psychographic, and behavioral segmentation, and the marketing mix.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
PROJECT 1......................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Marketing Techniques used by organisation.....................................................................1
TASK 2............................................................................................................................................2
M1...........................................................................................................................................2
TASK 3............................................................................................................................................2
D1...........................................................................................................................................2
TASK 4............................................................................................................................................3
P2 Limitation and constraints of marketing...........................................................................3
PROJECT 2......................................................................................................................................4
TASK 1............................................................................................................................................4
P3 Describe how JD sports uses market research for development and marketing plan.......4
TASK 2............................................................................................................................................4
M2...........................................................................................................................................4
TASK 3............................................................................................................................................5
D2...........................................................................................................................................5
TASK 4............................................................................................................................................6
P4 Market research for marketing planning...........................................................................6
PROJECT 3......................................................................................................................................7
TASK 1............................................................................................................................................7
P5 Market segmentation.........................................................................................................7
TASK 2............................................................................................................................................9
P6 Marketing mix:..................................................................................................................9
TASK 3..........................................................................................................................................10
M3 The Target Marketing Mix.............................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to that process of exchanging different products and services to their
customers which main objective is to sell its goods or services. This is very effective function
which mainly concentrate on attracting large number of customers towards company
commodities. This report is based on Amazon which is international e-commerce and cloud
computing organisation which is situated in Washington (Palmer, 2012). The main purpose of
this project is to understand the different marketing methods, strategies and various market
segmentation for smoothly run the business activities and operations.
PROJECT 1
TASK 1
P1 Marketing Techniques used by organisation.
Marketing is one of the essential activity for an organisation as they provide selling of
products and services to target customers and markets. Following are some techniques used by
Amazon company in order to analyse market and growth opportunities in below areas:
Market Penetration: This strategies is mainly concerned with selling existing products
and services into existing markets. Amazon once entered in the market as book seller and now it
has become the largest retailer. This is how, it has made a strong presence in existing markets.
Market development: This strategy is concerned with introducing existing products or
services into new and different markets. Today, Amazon has expanded their business into
markets and has established a strong hold in markets by selling same products.
Product development: This strategy is concerned with introduction of new products in
to existing markets. Amazon has mainly focused on product development in order to grow its
market presence (Fullerton, 2010).
Diversification: It is concerned with introduction of new products in new markets.
Amazon web services is a cloud platform which provides more than 90 services and is
continuously developing it by launching new features. Amazon has been continuously using
diversification to expand their business.
Following are some Survival strategies:
 Being a “Lone wolf” survivalist: Survival in industry is necessary so company should
perform only those activities which are necessary.
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 Get involved in social media: Amazon is an online retail store and by promoting in
social media will help them to survive in tough competition (Malhotra and Malhotra,
2012).
Brand awareness: It is a degree to which the consumers know about the brand and their
related products.
Relationship Marketing: This is concerned with developing long term relationship with
customers rather them trying to encourage them for sales and discounts.
Transactional Marketing: This strategy mainly focuses on single point of sale
transaction have emphasis on maximising the efficiency and volume of individual sales.
TASK 2
M1
Comparison of Amazon and Flip kart is given below:
AMAZON FLIPKART
Amazon spends thousands to attract customers
by doing expensive marketing and campaigns.
They implement growth strategies aggressively
in order to introduce their products into
different segments.
Flip kart manages to attract customers by doing
low profile marketing campaigns. They take
less use of growth strategies as compared to
Amazon.
TASK 3
D1
Growth strategy: This strategy is developed by companies in order to achieve growth in
future. With these strategies, Amazon can improve their business and enhance their business
effectiveness.
ADVANTAGES
 It provides direction to company for accomplishment of desired growth.
 Helps company to capitalise on economies of scale.
DISADVANTAGES:
 These strategies are based on assumptions.
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Survival Strategies: These strategies are used by company in order to survive in
particular circumstances.
ADVANTAGES:
 These strategies provide appropriate direction to company to survive in tough situations.
DISADVANTAGES:
 Survival strategies limits the capability of the owner.
Relationship marketing: Relationships with customers are crucial parts for business as
they enhances the profits of company:
ADVANTAGES:
 By developing good relations with customers, they will tend to visit company again.
 Sales is encourages with minimum investments (Molesworth, Scullion and Nixon, 2010).
DISADVANTAGES:
 Due to this strategy, sometimes new customers are treated as secondary.
 Negative information can ruin the relationship between company and customers.
TASK 4
P2 Limitation and constraints of marketing
There are various kinds of legal rulers or norm which are mandatory to be followed by
companies while making any kind of market plan. It is necessary to considered several
legislations which are made by government authorities while build effective plan of action to
achieve growth in JD Sports.
Consumer laws are that rules which should be correspond. Most of the companies need to
make sure that they will follow the consumer law so that they are legally updated all business
forms. Such includes Sale of goods act, consumer protection from unfair trading regulations,
consumer credit acts, consumer protection act and data protection. There are various other
limitations and constraints which occurs in front of marketers while operating business such as
written description, legal requirements and usage of voluntary codes in proper manner.
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PROJECT 2
TASK 1
P3 Describe how JD sports uses market research for development and marketing plan
Marketing is an essential part while ensuring products and customers wants that are
available at a time to purchase. This can be done by carried out by using secondary data and
information has been collected by an organization. It should undertake research first which are
available at cheaper and quickly obtained by primary research. This is a critical element of
success of retailer in any market, to achieve desired goals it is necessary to understand consumer
behaviour and their taste. It helps in to interact with retailer and sales channels such as stores,
internet and so on. This section talks about wide range of activities for market research, these are
primary and secondary research (McKenzie-Mohr, 2011). It is also known as quantitative and
qualitative that are carried out by JD sports company. There are different activities which are
involved in market research are described in briefly as below:
 JD sports company evaluate and review their existing goods and services which can help
them to learn, do well, able to differentiate between what is outdated and which goods are
in trends. Also, capable to for going better options to competent into market.
 Company should use strategies such as targeting their clients by determining their needs
and wants of customers. This also assist in improving its quality among competitive
global market.
 JD sports should kept an eye upon market as they have to face tough competition with
other competitors that can effect their current position into business world.
There are various kinds of factors which should be considered by companies for
development and marketing plan so that their can improve their brand image in front of
customers to gain better profitability.
TASK 2
M2
There are various limitations of market research in which each marketing research have
their own limitations. The primary research is best appropriate for the company through which
they can easily target large number of customers towards their products and services. There are
various disadvantages of market research which can be used for contributing the development of
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JD sports such as secondary research is very costly for the firm and also it is time consuming
method if company need relevant data at given time period so this does not provide immediate
data at particular time (Sheth and Sisodia, 2015). Some other limitation and factors of market
research such as data reliability, budgetary constraints and time constraints and so more factors
which are seen as major part of this research. With the help of this primary research method,
company always gather relevant facts and figures and maintaining validity among data.
TASK 3
D2
It is necessary to collect required information about several factors that should be
concentrated by JD Sports which are explained further-
Analysis of competitor's strategy: This can be described as to conduct an effective
analysis of competitors and analyse efficiencies of their new strategies or policies. It is necessary
to observe and evaluate techniques of competitive firms so that required changes can be done in
organisation to prevent loss for business. In case of JD Sports, they have to thoroughly analyse
their competitor's strategies and then create better policies to retain their brand image in market.
Customer performances: This refers to observe analyse required needs, wants and
demands of customers so that desired product or services can be manufactured to fulfil
expectation of people. It is essential to conduct production of goods according to taste or
preferences of clients and fulfil their desires properly by an appropriate efforts by JD Sports.
Market Trends: The market trends are necessary to be followed by companies because
taste of people can b modified as per fashion of market place (Armstrong and et. al., 2011).
Thus, it is important to carrying out several modifications into product or strategies so that JD
Sports will become capable to fulfil changed expectations of citizens which helps to retain
customers to brand properly.
The above mentioned factors are essential to be focussed while going to make marketing
plan because they provide support to gain better outcomes successfully.
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TASK 4
P4 Market research for marketing planning
There are various application which provide accurate results of market research for
effective marketing planning that includes SWOT, PESTLE analysis and three SMART
marketing objectives. Such are as under:
SWOT analysis:
Strength – It is one of the leading companies in the sports fashion industry which has
various number of strengths for enable it to thrive in the large market place.
Weakness – The company need to invest more in adopting new technologies and
methods for expanding business in other locations (Gbadamosi, 2013).
Opportunities – The using of new techniques and methods provide an opportunity to JD
sports fashion to practices differentiated pricing strategy in the new market place.
Threats – The JD sports have limited workforce which create major issue and threats for
developing growth and success.
PESTLE analysis: Political – It is that factor which play an important role in evaluating major factors that
directly impact on JD sports for long term profitability in certain market place. The
company need to adopt various changes which are made by government. Economical – JD sports can use nation economic factors that includes inflation rate,
growth rate and industry economic to maintain stability in their business. Social – JD sports develop products as per the latest trends and also analyse customers
needs and requirements regarding its products. According tio the customers demand, the
company also make proper changes. Technological – The JD sports need to adopt new technology and methods which help
them in increasing their growth and success in better manner. Legal – The JD sports firm require to follow various rules and regulations which are need
to adopt by an organisation (Smith, 2012).
 Environmental – The company are developing those products which does not effect on
environmental places.
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SMART target:
 To increase JD sports market share for approximately 10%.
 To satisfying all needs and demand of customers for providing desired products.
 To reaching with company target objectives within 6 months.
PROJECT 3
TASK 1
P5 Market segmentation
In this, there are four types of market segmentation that used by the various organisation.
It is one of the oldest marketing tool or trick that help to find potential market and target
customers with appropriate manner. In the modern era, consumer population and preferences
become more wider and there are lots competition available in the marketplace. Here are some
components that help to the Amazon in segmenting the particular market such as:
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Illustration 1: PESTLE analysis. 2012
(Source: PESTLE analysis, 2012)

 Demographic Segmentation: It is basic and most simple method where organisation
focus on particular areas so that right customers can be found for using their products.
There are defined some demographic variables such as Age, Family size, Gender, Race,
Religion, income and occupation and nationality which are to be considered for effective
market segmentation (Proctor, 2014). For Example; Amazon focus on customers Age,
and gender to satisfy their desired needs. Behavioural: In this, organisation divides the population as per consumer behaviours,
their buying and usage decision making pattern as well. For example; Amazon provide
variety of products to every age group of people as per the purchasing behaviours like
female prefer beauty products and trendy cloths whereas male prefer devices or other
apparel according to their behaviour. Psycho-graphic: In this undertake lifestyles, activities, interests and opinion of people
towards particular products or services. it is depends psychological aspects regarding
consumer buying behaviours which Amazon considered (Skålén and Hackley, 2011).
 Geographic: In such segmentation, market are to be divided as per the areas, location and
geographic wise. Amazon targeted all types of areas for providing their products or
services and deliver it to the potential customers.
Amazon considered various groups of people who prefer online shopping more rather
than stores or door to door. There are available variety of products and services that customers
can get easily at their home. Here are defined the target market of Amazon which is from
business-to-business and business-to-consumers.
Business-to-business: in this, Amazon focus on some business entities that use variety of
products for the purpose of running their business and selling products to other customers. For
Example device stores and mobile shops who prefer to purchase online products as per consumer
demands. In this included new handset of mobile phones, laptop, electronic item, tools or other
accessories, computers (DesJardins, 2011).
Business-to-consumer: Amazon focused on various types of consumer with different age
groups and gender such as beauty products for female, apparel for male and female, sports
equipments for athletics, toys for kids, books for students etc.
Describe business’s target market:
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A target markets can bes defined as the group of customers within firm so Amazon has
targeted its audiences as per the basis of demographic and geographic for reaching at potential
customers.
TASK 2
P6 Marketing mix:
The marketing mix consist various tools or elements that beneficial in promoting
particular products in the target market with effective manner. There are four major components
including in this such as product, price, place and promotion. Every organisation focus on these
aspects for making appropriate strategies to develop business. Fast & Furious is an American
franchise based on a series of action film which have various squeals. There are number of
companies or businesses available in the market who promote their products by undertaking this
movie and its themes (Krishna and Schwarz, 2014). So, it directly affects on the film promotion
and its brand as well. Here are defined example of such industries;
Products: many of businesses has affected from this film and it supported to different
products such as Theme Parks, Tour of UK, World wide tour dates, sound tracks, video games
and toys and model kits etc. So these are basic areas that relevant with Fast & Furious film.
Video games is one the best product which promoted more than others.
Price: There are various video games that released on the basis of fast & furious and
available at different play station points. This game can be downloaded by the people at
affordable prices and they can enjoy better. The strategy which are used by the company is price
skimming for providing best experiences to the target audiences regarding fast & furious.
Place: Games are available at any system as user can download it from mobile
applications, on iTunes App store, android devices, any play stations, Facebook game car town
and many others so that fans of Fast & Furious can get best experiences and enjoy their rides.
Promotion: Video games can be promoted through online advertisements, social
websites, play store and YouTube so that maximum audiences are to be targeted and attracted in
an effective manner (Atwal and Williams, 2017).
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TASK 3
M3 The Target Marketing Mix
The marketing mix tools are based on particular target market and audiences that can be
beneficial in increasing sales volume and build brand image as well. On the other side, video
games are generally targeted to the young generations who prefer play station to entertain
themselves. Fast & Furious series loved by youngsters, kids and adults so they attracted all that
things which related to this film. Video games one of the most popular and simple techniques
that have low cost to gets feel regarding racings and other actions.
CONCLUSION
From the above mentioned report, it can be analysed that Marketing refers to that process
of exchanging different products and services to their customers which main objective is to sell
its goods or services. There are various kinds of legal rulers or norm which are mandatory to be
followed by companies while making any kind of market plan. It is also known as quantitative
and qualitative that are carried out by JD sports company.
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REFERENCES
Books and Journals
Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford University Press.
Fullerton, S., 2010. Sports marketing.
Malhotra, N. K. and Malhotra, N. K., 2012. Basic marketing research: Integration of social
media. Boston: Pearson.
Molesworth, M., Scullion, R. and Nixon, E. eds., 2010. The marketisation of higher education.
Routledge.
McKenzie-Mohr, D., 2011. Fostering sustainable behavior: An introduction to community-based
social marketing. New society publishers.
Sheth, J. N. and Sisodia, R. S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Armstrong, G. and et. al., 2011. Marketing: an introduction (Vol. 10). NJ: Pearson.
Gbadamosi, A., 2013. Principles of marketing: A value-based approach. Palgrave Macmillan.
Smith, A., 2012. Introduction to sport marketing. Routledge.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
DesJardins, J. R., 2011. An introduction to business ethics. McGraw-Hill.
Krishna, A. and Schwarz, N., 2014. Sensory marketing, embodiment, and grounded cognition: A
review and introduction. Journal of Consumer Psychology. 24(2). pp.159-168.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In
Advances in Luxury Brand Management (pp. 43-57). Palgrave Macmillan, Cham.
Skålén, P. and Hackley, C., 2011. Marketing-as-practice. Introduction to the special issue.
Online
PESTLE analysis. 2012. [Online]. Available through:
<https://www.ozassignments.com/solution/pestle-analysis-singapore-assignment>.
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