Marketing Plan for Amazon - MKT601 Contemporary Marketing Report

This report provides a comprehensive marketing plan for Amazon, an e-commerce giant operating internationally. It details the company's current strategies and proposes improvements for market growth. The plan includes a segmentation, targeting, and positioning (STP) analysis, outlining demographic, psychographic, geographic, and behavioral segmentation strategies. The report also examines Amazon's marketing mix (product, price, place, promotion), suggesting the use of market-oriented and value pricing strategies. An action plan is provided with timelines and responsible managers for various activities, including environmental analysis, target market selection, and communication channel development. The report concludes with recommendations for enhanced promotion strategies, including social media marketing and strategic partnerships, to improve Amazon's competitive advantage and drive repeated purchases. Desklib provides access to similar reports and study resources for students.

RUNNING HEAD: Marketing Strategy and Plan
Marketing Strategy and Plan

Marketing Strategy and Plan 1
Executive Summary
The paper highlights the marketing plan for the company Amazon. The organization serves retail
goods to the customers present in the international market by making use of e-commerce
strategies. The below mentioned market plan would help the organization to effectively make use
of available resources in the market to grow. The action plan would support the timely
implementation of the strategies in the market. Also, given recommendations would help the
organization in improving their competitive advantage in the target market.

Marketing Strategy and Plan 2
Contents
Introduction......................................................................................................................................4
Findings...........................................................................................................................................4
Segmentation, Targeting and Positioning....................................................................................4
Marketing Mix.............................................................................................................................5
Action Plan..................................................................................................................................6
Conclusion.......................................................................................................................................7
Recommendation.............................................................................................................................7
References........................................................................................................................................8

Marketing Strategy and Plan 3
Introduction
The purpose of this paper is to enlighten the reader with the information about the company
Amazon. The paper defines the marketing plan for the company with the help of which the
business can grow and attain success. The report highlights segmentation, targeting and
positioning strategy of the company along with marketing mix and action plan to implement such
strategy. More details about the marketing plan of Amazon is discussed below:
Findings
Segmentation, Targeting and Positioning
Segmentation refers to the process of differentiating the target marketplace according to their
features present with the. Segregating the consumer market on the basis of different aspects helps
the organization to effectively attain the interest of right type of individuals in the corporate
environment (Dolata 2017). Below mentioned is the segmentation strategy for the company
Amazon:
Demographic segmentation: the business should aim to attract individuals who belong to
intermediate as well as high-income level in the target segment. The business should target
people who have internet availability with them. On the basis of age group, the business should
attract people amid the age group of 25 to 45 years. However, the organization should mainly
attract the individuals present in millennial age segment (Broos, and Marcos Ramos 2017).
Psychographic segmentation: the corporation Amazon should attract individuals who show
loyalty to the brand. These are the people who like innovation and changes on the website. These
are the people click on the products through the suggested products recommended on other
websites.
Geographic segmentation: the company should target the people present in the international
market. They should focus on developed areas where digital sale is over real sales in the market
(Laudon, and Traver 2016).

Marketing Strategy and Plan 4
Behavioural segmentation: the company should target people who need convenience in
shopping. These are the people who have interest in new categories of the website. These people
need to purchase products with discounts and lucrative deals with every purchase.
Further, analysing all the segmentation process, the business should attract people fitting in
middle and high income level who have internet accessibility. These people are interested in
purchasing products digitally. Below mentioned is the positioning map of Amazon that they
should use to grow (Brynjolfsson, and Mcafee 2017).
Marketing Mix
Product: the company is involved in selling products online so they serve wide variety of
products in the target market. The company serve retail goods and services, electronics, amazon
pay, amazon prime, amazon publishing, video direct, publishing etc. services in the business
environment (Thompson, Strickland, and Gamble 2015).
Price: the company should make use of market orientation pricing strategy in the market so as to
attract more customers and resolve the income issue. The market orientation strategy would help
the organization to evaluate the prices of competitors and then set prices accordingly on the basis
of customer requirement. Also, the organization should make use of value pricing strategy for
some goods to make it uncommon in the market (Myers 2018).
Place: the company should make use of its ecommerce website and large distribution chain to
serve products in the target market. The company has a physical book store in Seattle and

Marketing Strategy and Plan 5
subsidiary Audible.com help in attracting customers. The online presence of the organization
would help them in initiating effective distribution channel as well.
Promotion: the promotion strategies of the company should help the organization in eliminating
the level of competition in the market. The company should make use of effective advertising
strategy in the market along with sales promotion and direct marketing as well. Public relations
strategy would also help the organization effective attract more customers prevailing in the target
market. The organization should organize marketing online and offline campaign on the basis of
trends present in the target market (Razavi 2018).
Action Plan
Activity Time Period
(in months)
Manager Growth
Objective
Concerned
Department
External and
internal
environmental
analysis
2 Marketing manager Analysing
information
presence in the e-
commerce
industry (Monden
2019)
R&D
Analysing the type
of customers
2 Marketing manager Selecting right
target market and
evaluating their
level of interest in
the company
Marketing
Attaining of
information and
resources to meet
client’s need
3 R & D Head Attract raw
material
R & D
Initiation of
communication
plan
4 Manager Communicate
with customers
present in target
market
Management

Marketing Strategy and Plan 6
Development of
communication
channels
1 Manager Formulating
online and offline
communication
channels with
customers
(Daniels 2017)
Management
Marketing Mix 12 Manager Using strategies to
attract customers
Management
Observing results 1 Manager Analysing
difference
between standard
and actual results
attained by the
organization
Management
Conclusion
By concluding the above mentioned facts, it should be noted that the paper evaluated the details
about the marketing plan of the company Amazon. The organization is present in the e-
commerce segment where they serve retail goods to the people present in the worldwide
environment. It should be noted that the organization should make use of effective promotion
and market penetration pricing strategy in the market to attract more customers and initiate sales.
The action plan would help the organization to achieve the desired objectives accordingly.
Recommendation
It should be recommended to the company Amazon, that they should make use of effective
promotion strategy. The company should make use of all social media channels like Facebook,
Instagram, Twitter etc. to promote the brand image of the company in the international
environment. Also, they should research about the new trends present the market so that they can
initiate their business strategies accordingly (Shuen 2018). The company should also focus on

Marketing Strategy and Plan 7
providing offers to the customers that they can use in next purchase. This would initiate repeated
purchase for the organization. Lastly, the company should also tie up with several organizations
in the market so as to attain retail goods at economic rates in the market.

Marketing Strategy and Plan 8
References
Broos, S. and Marcos Ramos, J., 2017. Google, Google Shopping and Amazon: The Importance
of Competing Business Models and Two-Sided Intermediaries in Defining Relevant
Markets. The Antitrust Bulletin, 62(2).
Brynjolfsson, E. and Mcafee, A.N.D.R.E.W., 2017. The business of artificial
intelligence. Harvard Business Review.
Daniels, A., 2017. Dropshipping: Complete Guide to Start Your Six-Figure Dropshipping
Business NOW! How to Find Profitable Niches and Make Passive Income with Shopify, Amazon
FBA, Ebay, Retail Arbitrage. CreateSpace Independent Publishing Platform.
Dolata, U., 2017. Apple, Amazon, Google, Facebook, Microsoft: Market concentration-
competition-innovation strategies (No. 2017-01). Stuttgarter Beiträge zur Organisations-und
Innovationsforschung, SOI Discussion Paper.
Laudon, K.C. and Traver, C.G., 2016. E-commerce: business, technology, society.
Monden, Y., 2019. Pricing Strategy and Cost Compensation of the Platforms of a Two-sided
Market—With a Case Study of Amazon Online Shopping. Sustainability Management And
Business Strategy In Asia, 16, p.189.
Myers, A., 2018. Amazon Doesn't Have an Antitrust Problem: An Antitrust Analysis of
Amazon's Business Practices. Hous. J. Int'l L., 41, p.387.
Razavi, A., 2018. Best Buy’s Competitive Strategy in Amazon Era.
Shuen, A., 2018. Web 2.0: A Strategy Guide: Business thinking and strategies behind successful
Web 2.0 implementations. O'Reilly Media.
Thompson, A., Strickland, A.J. and Gamble, J., 2015. Crafting and executing strategy: Concepts
and readings. McGraw-Hill Education.