Coherent Marketing Plan for Amazon Virtual Dressing Room - Desklib

This report presents a comprehensive marketing plan for Amazon's Virtual Dressing Room, a service designed to enhance the online shopping experience through virtual reality and artificial intelligence. The plan includes a mission statement focused on customer centricity, a situation analysis utilizing SWOT and PEST frameworks, and a defined target audience of online shoppers seeking real-time experiences. Budgeting considerations are outlined, alongside a marketing mix strategy addressing product, price, place, and promotion, with a strong emphasis on digital marketing. The report concludes with implementation and control measures, including setting priorities, reviewing progress, and monitoring results through KPIs, ensuring continuous improvement and effective marketing plan execution. Desklib provides access to similar solved assignments and resources for students.

Marketing plan

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1: Mission...........................................................................................................................1
Mission statement...................................................................................................................1
Task 2: Situation analysis............................................................................................................1
SWOT analysis.......................................................................................................................1
PEST analysis.........................................................................................................................2
Task 3: Marketing strategy..........................................................................................................2
Target audience......................................................................................................................2
Developing budget..................................................................................................................2
Task 4: Marketing mix................................................................................................................2
Product....................................................................................................................................2
Price........................................................................................................................................3
Place.......................................................................................................................................3
Promotion...............................................................................................................................3
Task 5: Implementation and control...........................................................................................3
Putting plan into action...........................................................................................................3
Monitoring results..................................................................................................................4
CONCLUSION................................................................................................................................4
References:.......................................................................................................................................5

INTRODUCTION
Marketing plan can be defined as the part of the business plan in which goals and
strategies are formulated along with the implementation and results. It is based on the customer
analysis and promotion of the brand (Bryar and Carr, 2021). Organisation chosen here is the
Amazon is one of the leading international E-commerce company headquartered in US and
established in 1994. it deals with the mobile phones, electronics, clothing, digital streaming,
artificial intelligence and many more products and services. The following discussion is based on
the marketing plan of Amazon Virtual Dressing Room which includes mission and objectives,
swot and pest analysis, target audience and budgeting, marketing mix and implementation with
conclusion.
MAIN BODY
Task 1: Mission
Mission statement
Mission statement of Amazon states that they aim to serve their customers with help of
online assistance and also physical stores as well in order to focus on price, selection and
convenience for their stakeholders. Moreover, they want to be the earth's most customer centric
organization where consumers can get anything from products to the services in an online
manner and provide the experience of real time shopping in the form of Amazon Virtual
Dressing Room (Nguyen Jr, 2019).
Task 2: Situation analysis
SWOT analysis
Strengths includes that it is a strong brand with customer centric activities and low cost
model with efficient delivery network. Weaknesses includes the zero margin estimation with tax
avoidance and history of product flops. Opportunities includes the own brand selling with
capturing growing markets and own payment gateway with foray into pharmacy. Threats
includes the data security and tough competition with lawsuits from rivals (Baboolal-Frank,
2021).
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PEST analysis
Political factors includes red tap and lightning data regulation which is a threat.
Economical factors includes strong GDP growth in growing markets which is an opportunity.
Social factors includes shift in the retail and E-commerce landscape with health consciousness
and changing food habits which is an opportunity. Technical factors includes big data
transforming retail which is an opportunity (Ghosal, 2018).
Task 3: Marketing strategy
Target audience
Target customers for the new service initiated by the company of Amazon Virtual
Dressing Room must be the people who are online shopping freak and who wants the real time
experience of shopping using artificial intelligence tool so that they can get the live experience of
their dresses even in online shopping. Moreover, the people who not prefer online shopping due
to the not availability of dressing room will benefit the most in a virtual manner (Polacco and
Backes, 2018).
Developing budget
Budget of advertising and marketing of Amazon Virtual Dressing Room can be average
of $200 and $350 per day and between $6,000 and $10,500 per month and between $72,000 and
$126,000 per year because of social campaigns and marketing involved using different
application and tools and that is why its budget is not high due to the digital marketing and it cost
low (Chernev, 2020).
Task 4: Marketing mix
Product
Product is Amazon Virtual Dressing Room which is a new launch of the company in
order to solve the problems currently faced by the customers that they are not able to purchase
the clothing without the having the proper trial so that is why by using the virtual reality,
augmented reality and artificial intelligence techniques in advanced technology, they can resolve
this problem of customers in an efficient manner (D'Agostino, 2018).
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Price
Amazon Virtual Dressing Room is a not actually the product but a type of service
initiated by the company using advanced technology in their E-commerce website. They want to
attract more people towards online shopping and that is why they have invented this so currently
this services contains no pricing as per the research but can it can have charge in the coming
years with the increasing popularity of such innovation by the organization.
Place
Place of the service invented by the amazon of Amazon Virtual Dressing Room is online
which will be visible on its E-commerce website where the customer can use this services
because of its virtual nature of the services and that is why, it don't have any physical location
and just the artificial intelligence technique to use the the services (Elfström and Tam, 2021).
Promotion
Promotional tool used by the company is mainly the form of digital marketing because
they have an effective ideas of social campaign and content in order to attract their target
customers such as by using various applications in which customer spend most of their time in
like Facebook, Instagram, twitter, pin interest and many more they find appropriate to perform
and promote their promotions.
Task 5: Implementation and control
Putting plan into action
Amazon can put their plan into action by following some steps of implementation such as
by first setting the priorities and deciding that what they have to execute first and what on second
and so on. Secondly by reviewing the progress so that any improvement can be made for future
considerations and decision making process for better growth and enhancement in performance.
Thirdly, adjusting the plan requirements as per the needs and requirements of the current
situation (O’Reilly and Stevens, 2018).
3

Monitoring results
Amazon has applied the steps of monitoring their results such as by conducting the
readiness assessment and selecting KPIs along with the planning for improvement and reporting
the findings which is followed by the using of findings for future based marketing plan to be
more effective and efficient (Laemmel, Alon and Vega, 2019).
CONCLUSION
It is concluded that marketing plan is an important concept to learn and study so that its
application can be applied in the real world organizations. Therefore, it is important to analyse
the mission and objectives, it is essential to examine the swot and pest analysis, it is necessary to
determine the target audience and budgeting and it is significant to gain the knowledge about
marketing mix and implementation process. Hence, this report covers all such areas in order to
better understand the conception of marketing plan.
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References:
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