Detailed Marketing Plan for Amazon's Home Food Delivery in the UK

This report presents a comprehensive marketing plan for Amazon's introduction of home food delivery services, aiming to increase customer base and enhance profitability. It begins with an introduction defining marketing plans and their importance, followed by the objectives of the plan. A situat...Read More

TASK 3
MARKETING PLAN FOR AMAZ
ON

INTRODUCTION
•Marketing plan is defined as the strategic plan which is used by the or
ganisations to describe their marketing functions.
•The marketing is an integral function of the organisation which is use
d for promoting the services and products of the company.
•The lack of ineffective strategies can make it impossible for the comp
anies to generate new customers or to achieve profitability goals. The p
resentation will describe the marketing strategy for Amazon.

OBJECTIVES
GOAL
To prepare a marketing plan for
Amazon for introducing home deliv
ery services of food items.
OBJECTIVE
•To increase the customers by provi
ding online food services.
•To enhance the profitability of the
organisation by introducing new foo
d services.

SITUATIONAL ANALYSIS
SWOT
 Strength: The existing brand value and huge customer segment is one of t
he strength of the organisation. Thus existing brand value and high quality
services makes it easy for Amazon to affect the purchasing decision of its
buyers.
 Weakness: From the beginning the organisation has been dealing with gro
cery, clothing and house appliances thus it does not have any experience i
n delivering services in fresh or instant food.

CONTINUE....
 Threats: There has been increase in the organisations who are dealing in pro
viding home delivery of the food services. Thus, Amazon will receive huge c
ompetition from other service providers.
 Opportunities: If organisation will succeed in achieving its goals then, its sa
les will increase rapidly. Further it will be able to dominate in another servic
e sector which is not served presently. It will also increase the brand value an
d market share of the organisation.

PESTEL
 For sustaining the success it is also essential to analyse the external factors wh
ich influences the operations of the organisation. It can be evaluated by follow
ing PESTEL model:
 Political: Amazon is also required to follow the policies formed by the state g
overnment.
 Economic: The various elements such as operational cost, raw material are in
fluenced by the economic stability of the region. Thus, Amazon must analyse
economic factors to achieve desired profitability.
 Social: The food preferences, income level and religious or cultural choices c
an affect the type of food services provided by the organisation.

CONTINUE...
• Technological: Since organisation is providing its services online it
is possible that technical errors or the lack of technical efficiency a
mong users or employees of organisation can have adverse impact
on continuity of the services.
• Environmental: For promoting the service's organisation must also
focus on sustainability.
• Legal: The legal factors such as employment law, consumer laws o
r legislations regarding the quality of services must also be taken int
o account so that legal penalties can be avoided.

SEGMENTATION, TARGET
AND POSITIONING
• To deliver effective services organisation must use following strategies f
or the market analysis:
• Segmentation: It describes the identification of the customers who can b
uy the products. Amazon can use segmentation on the basis of psychogr
aphic.
• Target: In the initial phase the organisation can initiate these services in
highly developed and high income regions of UK.
• Positioning: Amazon is well known brand thus its existing image and va
lue will help to position itself in the competitive market.

MONITORING AND CONTROL M
EASURES
•In order to accomplish the desired
goals it is required that Amazon mu
st monitor its promotional strategies
and the services of food provided.
•For this purpose organisation mus
t set specific benchmarks for the fo
od quality.

EVALUATION TOOLS
•It is very necessary for the organisation to e
valuate the success of the marketing plan by u
sing suitable tools. Amazon can use sales ana
lysis for measuring the response of the custo
mers.
•To evaluate the quality of the service's orga
nisation must also communicate with the cons
umers so that their feedback can be used to m
easure the success of plan.

CONCLUSION
•It can be concluded from the presentation that marketing pla
n is very helpful in analysing the market trends. Amazon cann
ot achieve its goals without effective marketing strategies.
•It has been also analysed that the strategies such as regular m
onitoring are also required for the accurate implementation of
the marketing plan.

REFERENCES
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for recruiting and retaining parents in the HomeStyles randomized controlled trial.
Trials. 18(1). p.540.
Mathews, S. and et.al., 2016. Internet marketing capabilities and international mar
ket growth. International Business Review. 25(4). pp.820-830.
Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guid
e. Routledge.
Siguaw, J.A. and Simpson, P.M., 2015. A marketing plan for marketing instructio
n: A satirical look at student comments. In Creating and Delivering Value in Mark
eting (pp. 129-133). Springer, Cham.
Verma, R., 2017. How can a digital marketing plan aid in the growth and develop
ment of an online music production company?: Case Study: Ghost Beats.

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