Project Proposal: Amazon Drone Delivery and Digital Media

This project proposal focuses on Amazon's innovative drone delivery system, examining its potential impact on the e-commerce industry. The proposal begins with an introduction to globalization and the rise of e-commerce, highlighting Amazon's role as a major player. It then provides background information on Amazon's existing delivery services, including Amazon Prime, and the company's vision for drone delivery, known as Amazon Prime Air. The objectives of the project are clearly outlined, including faster delivery times and increased customer satisfaction. The target audience is identified as customers who prefer online shopping and those seeking quicker delivery options. The proposal explores the platform and content strategies, analyzing the use of various digital media channels. The project also includes skills assessment, unique proposition, funding and forecasting. The proposal concludes by emphasizing the potential of drone delivery to enhance Amazon's market share and overall performance. This comprehensive analysis offers valuable insights into the future of digital media entrepreneurship and e-commerce.

Running Head: Digital Media Entrepreneur
Amazon Inc.
Digital Media Entrepreneur

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ASSESSMENT ONE
NAME:
STUDENT NUMBER:
PART 1: PROJECT PROPOSAL
INTRODUCTION
Globalisation is the integration of people, business entities and governments of different
bodies. Due to globalisation, various industries, sectors and companies have grown up.
Globalisation has widened the boundaries for business organizations in order to expand their
functionalities from domestic to international level. With respect to this, internet is another
platform which has brought drastic changes in the functionalities of business. Along with the
businesses, internet has also set up its effective place in the individual’s lives and today on an
average, an individual uses internet for approximately 5 hours in a day. With the increasing
number of internet users, opportunities for e-commerce companies is also increasing and in
relation to this, some of the giant players of this industry like Amazon, Alibaba, eBay, etc.
are offering millions of products and services over internet. Introduction of e-commerce
companies have been a drastic change in the whole business industry because large part of
the customer segments have preferred online shopping over offline shopping (Hong, Kuby &
Murray, 2017).
Amazon which is one of the largest e-commerce companies has invented various new and
innovative services for satisfying its target audience's demands and wants. Amazon sells
millions of products over its website and to retain customers' interest as well as to build
customers' engagement with the company, they always seek for innovative and creative
measures. Recently, Amazon's CEO has announced the introduction of "drone delivery"
system in order to speed up their delivery services. With the help of drone delivery,
customers will be able to get their orders within 30 minutes. Apart from this, the organization
is already offering one day, two-day delivery options which could be selected by the
customers while placing their orders as per their requirements (Amazon Inc., 2018).
Introduction of drone delivery will be another revolutionary change in the e-commerce
industry and with the help of this innovative idea, the organization would be able to attract
various other customer segments through which organizational performance would be
enhanced in terms of increasing revenues, profitability as well as huge customer base. Drone

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delivery will not only bring revolutionary change in the organizational functionalities, it will
also bring changes to the whole e-commerce industry because other companies are still
practicing on common delivery schedules. The new invention will help Amazon to acquire a
large part of the target market through which its market share in the e-commerce industry will
be enhanced. Along with this, organization would easily be able to approach to those market
segments in which company is not yet present. Thus, brand value for the organization will be
enhanced which will ultimately help the organization to acquire the market share of Alibaba
Group which stands on the leading position in the worldwide e-commerce industry (Amazon
Inc., 2018).
BACKGROUND INFORMATION
Amazon Inc. is a behemoth player of e-commerce industry and a major reason behind
company's success and growth is its CEO's innovative thinking and creative leadership style.
The company is selling millions of products over its websites and company has separate retail
websites for United States, United Kingdom, France, Ireland, Italy, Germany, Netherlands,
Spain, India, China, Japan, Mexico, etc. Apart from this, the organization recently launched
Dutch, Polish and Turkish languages have also been introduced. The organization also offers
international shopping in order to satisfy consumer's wants and demands. With regards to
this, currently, the organization is offering international shopping only for certain products
whereas, after the introduction of drone delivery program, various other products will also be
offered under international shopping (Silver, 2016).
Jeff Bezos, CEO of Amazon has adopted three elements for organizational success:
• Consistent learning;
• Sustained growth; and
• Overall development.
With regards to these elements, the organization is constantly focusing on introduction of
new products as well as services in order to match up with the business trends, compete with
the offline business industry as well as to match up with the dynamic consumer's demands
and wants. In relation to this, the organization always tries to bring new and unique products
and services in order to grab the attention of new customer segments as well as to retain
existing as well as potential customer segments. Amongst their revolutionary innovations,
organization has introduced various options in their delivery program in order to deliver the

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products and services to the consumers on a quick basis. The company introduced Amazon
Prime services with the motive of introducing fast delivery options. Amazon is currently
offering one day, two day and normal delivery options and for these fast delivery options,
consumers are required to pay certain extra amount whereas subscribers of Amazon Prime
get these fast delivery options at no cost as they are required to pay a fixed amount to avail
the services (Hickey, 2013).
Initially, Jeff Bezos revealed plans for Amazon Prime Air in an interview on 1st December
2013. The primary objective of this delivery system is to deliver the package to the customer
within 30-45 minutes from the time of placing the order. After taking permissions from
various authorities, in July 2016. Organization announced the partnership with the UK Civil
Aviation Authority to test some of the technologies which will fit best with the Amazon
Prime Air in the coming future (Amazon Inc., 2018).
In relation with improving their delivery services, organization is developing a future
delivery system which is safe, environmentally sound, and enhances the services organization
is already providing to millions of its consumers. Amazon is investing the huge part of their
earnings into their research and development laboratories for successful launching of their
new innovation i.e. Amazon Prime Air. The primary focus of the organization is to
introducing Amazon Prime Air as a next-generation delivery system. In this regard, the
organization is working to convert their vision into reality. Although this innovation is a bit
unique as well as difficult too organizational vision is to launch the Prime Air services and as
today, vehicles running on the road seem to be normal, in future, Amazon's drones in the air
will also look normal. This service is currently under processing and it is going through beta
testing in the United States, Austria, United Kingdom, Israel, and France. In the initial stage,
Amazon Prime Air will deliver only those packages which weigh up to 5 pounds at a
minimum distance of 10 miles or more and Amazon's 90% products are of this weight only
(Silver, 2016).
OBJECTIVES
On December 1, 2013, Amazon's CEO Jeff Bezos revealed plans for the introduction of
Amazon Prime Air services in an interview. Amazon Prime Air was planned to use a
multirotor Miniature Unmanned Air Vehicle (Miniature UAV) technology in order to
autonomously fly individual packages to customers within 30 minutes of ordering. In order to

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claim the air delivery, package's total weight must be less than 5 pounds and should be of a
decent size which could easily be shipped in a box. Apart from this, drones will work for
minimum 10 miles radius from the Amazon fulfillment centers.
In 2014, Amazon expanded its lobbying practices as it prepared to lobby the Federal Aviation
Administration in order to approve its drone delivery program. One of the primary objectives
in relation to prime air services are:
 Instant delivery within the radius of 10 miles within 30 minutes from the time of
placing an order.
 Prime Air seems to use octocopter aerial drones to deliver packages up to 5 pounds.
 Enhancing customer satisfaction
 Enhancing customer base
 Approaching the large customer segments (Amazon Inc., 2018).
With the help of Amazon Prime Air services, the organization would be able to enhance its
customer base as the number of people who prefer to offline shopping just because they can
get whatever they want anytime. In order to attain organizational goals and objectives, the
organization continuously invents new products and services. However, Prime Air project is
in its initial stages and before it could be introduced in the market, it is facing several
regulatory issues. Amazon CEO's vision is to introduce a revolutionary change in the delivery
system and with the help of drone delivery system; e-commerce industry will be able to
acquire the market share of offline business as well. In relevance with this, the introduction of
drone delivery system will help the customers to get their orders within a short time period
along with the services of Amazon (Lection, et. al., 2018).
TARGET AUDIENCE
When Jeff Bezos revealed the plan for introducing drone delivery system in the near future
for the objective of speedup their delivery system as well as to satisfy their target customer's
segments, people did not believe because it is a part of disruptive innovation. But Jeff's vision
is crystal clear and their primary objective behind the introduction of any new product or
service is customer satisfaction and this is the reason, the organization is known as the only
customer-centric company across the globe. Although, a project of drone delivery is still in
progress and it is being tested in company’s research and development laboratories so that
adequate and optimum utilisation could be made from the available resources (Shavarani, et.

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al., 2018).
With regards to their new project of drone delivery, the target audience for the organization
will mainly be those customer segments who prefer offline shopping over online shopping as
in offline shopping; customers could get the required products from the stores directly after
checking the quality of product and after checking other features. In relation to this,
organization has introduced a drone delivery system so that these types of customer segments
could be targeted as a drone delivery system will be sufficient enough to deliver the products
within 30 minutes.
Apart from this, the organization would also target their existing and potential customers in
order to retain their interest in the organization. As organization is offering millions of
products over their website and in relation to this, organization has adopted numerous
advertising and promotional activities. With regards to this, Amazon Prime Air services will
help the organization to target approximately all types of customers which will ultimately
help the organization to gain competitive advantage (Kohli, Mastercard International Inc,
2017).
PLATFORM AND CONTENT
Website

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An organization adopts various mediums to promote its products and services in the market.
Promotional and advertisement campaigns’ primary objective is to spread awareness amongst
the target audience regarding the new products and services. On December 1st, 2013, Jeff
Bezos, CEO of Amazon Inc. revealed the plans for the introduction of drones into their
delivery programs in an interview which held long for approximately 60 minutes.
In December 2016, Curtis Silver posted an article on "Amazon Prime Air Delivery Drones
Fly into Our Hearts With a package of 5 pounds or less". This article was printed by Forbes
Magazine in their magazine as well as on their official website in order to spread awareness
amongst the public. Drone delivery system will help the organization to engage customers
along with approaching to the new customer segments. This article helped the organization to
spread awareness amongst the public in the following ways:
 Reachability: As article's reachability is less in comparison to the other platforms
because when a person will search for adequate keywords, then only he/she will be
able to reach to the article. Along with this, those users will get the instant notification
who has taken subscription (Xiang, et. al., 2016).

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 Frequency: Once article will be posted, making amendments in the same article is
not possible and if the author wants to share additional information on the same
article, a separate article needs to be posted.
 Engagement: Although, engagement with the article is bit high because an article
includes a lot of information in comparison to the other platforms. Above article
includes whole information about the drone delivery system i.e. since the plan has
been made till its latest progress (Kimchi, et. al., 2017).
Above article posted by the author at the website of Forbes has sufficient information through
which an individual could settle down his/her curiosity level. Currently, the project is in beta
testing because government authorities have not given approval yet but in 2016, the
organization announced the progress update regarding drone delivery project. Amazon
announced their partnership with the UK Civil Aviation Authority in order to complete the
project as well as to make it ready for the purpose of its introduction.
Social media

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Social media is another effective as well as an important and effective source of marketing
and promotion and in today's business environment; social media marketing is one of the
crucial elements of marketing and promotional campaigns of every business organization.
Social media marketing is an effective element of digital media marketing. In 2016, CNN
posted on Facebook which one of the largest social media channels is regarding the drone
delivery system introduced by Amazon. There are various advantages of promoting through
social media such as low cost, easy to amend and regular interaction could be made with the
target audience. Following are ways through which social media marketing could be
evaluated:
 Reachability: Internet users are increasing rapidly and so companies are mainly using
the internet for branding their products and services. When CNN posted on Facebook
regarding the drone delivery system in 2016, approximately 1000 people viewed the
article and approximate 17,000 people liked that post with 1000 comments and 6500
people shared that post. Thus, social media post could easily reach to the target
audience through which primary objective of spreading awareness amongst the target
audience could be fulfilled easily (Siegel, et. al., 2016).
 Engagement: Social media channels are effective in terms of engaging the
consumers. Huge content is daily shared and viewed on social media platforms which
regularly keep a social media user engaged. Social media channels are also known as
a type of addition and taking the advantage of this, companies use this platform for
branding and promotion of their products and services. In this post, CNN has also
shared a video regarding the drone delivery system which is another element for
targeting and engaging the target audience (Zhou, Zhou & Zhou, 2014).
 Frequency: There is no expiry date for a post over social media platform until the
time the post is deleted. On social media platforms, companies could amend their post
anytime along with sharing new posts. Cost of posting on social media platforms is
also low, thus, it could be used on a random basis. Thus, it could be said that
organizations could promote its products and services through social media platform
effectively in comparison to the other promotional tools (Farris & William, 2016).
Comparison between two platforms
Criteria of comparison Website (Forbes.com) Social Media (Facebook)
Aesthetics Lack of attraction but huge
information
On social media platforms,
images, content as well as

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videos could be shared. This
helps the organizations to
approach large part of the
target audience.
Interface In terms of interface, the
website is a bit difficult
because users are required to
navigate more on search
engines (Murray & Chu,
2015).
Over social media platforms,
social media users directly
get the notification from the
companies when they post a
new update over their
official page. Thus, it is
more users friendly.
Content In terms of content, the
website provides rich and
adequate content as it well
researched by an author who
is posting an article or by the
website only.
The information provided by
a website is a fully reliable
source of information.
Making amendments in the
content shared over the
website is not possible
except the website operator,
thus, website share rich and
well-researched content.
Social media pages are
transparent and here, users
and companies both could
post their reviews regarding
the content posted by the
organization. Due to both
negative as well as positive
comments, it is a bit difficult
to analyse the reliability of
information shared on the
post (Walsh & Falesch,
2015).
Social media accounts are
easily hackable, thus,
reliability over content
shared over social media is
less.
Originality The website contains clear
and wise information on
which users could easily
rely. An authorised person is
only allowed to share the
Although, official social
media pages are handled by
authorised people as both
company and users could
share their reviews over the

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content over website which
reduces the chances of
unclear and wrong
information.
shared content which could
affect the social media users
in positive as well as in a
negative manner.
Audience engagement Audience engagement is less
in website promotions
because the audience needs
to search particular content.
For example, If I want to
gain information on Drone
Delivery System introduced
by Amazon, then I'll go with
websites (Welch, 2015).
Social media platforms are
more engaging because
content shared is more
attractive in comparison to
the other platforms like
websites. I am following
Amazon’s social media
pages on all social media
platforms as I am one of the
active customers of
Amazon. As soon as
possible updates are shared
over social media accounts
of Amazon, I got the
notification immediately.
Thus, I do not need to put
many efforts to gain
information about the drone
delivery system as regular
updates are being shared by
Amazon on their social
media accounts.
SKILLS ASSESSMENT
My avid interest in the field of digital marketing can be drawn from the fact that I belong to
the millennial generation. The generation which is the flag bearer of the current technology,
digital disruption and the largest consumer base for social media. I am a social media and

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digital media enthusiasts who consume as much information as possible leveraging the power
of digital and internet technologies. In order to give an impetus to my learning abilities and to
be recognized as a project or campaign manager, I enrolled myself in the Google certification
program. The certification program of Google gave me a theoretical and practical
understanding of the landscape of digital marketing. In particular, I learned the nuance of web
designing, web architecture, creative content production, blogs writing, SEO & SEM, social
media monitoring and marketing, data analytics and many more. After completion of the 12-
month course, I was ready to pursue my dream of being a digital marketing manager or a
project/campaign manager (Ganesh, Menendez & Qualcomm Inc, 2016).
My skills in site creation and content production are related to my learning of HTML
language which helps me to create functional sites for my small clients. I have been creating
websites right from my college days and I have done my mastery on Wordpress. I am easily
able to identify the aesthetics, usability, interface, and audience of a web page/website/social
media page by having a thorough look at it. My skills in content writing can be drawn from
my ability to research, identify the keywords to expedite my search, understanding of the
SEO and meta tags, adaptability to new content and constant reading to know the current
trends in the content creation. I have been using a different form of content such as Rich
media, Gif, the creation of Blogs and postings on Quora to boost y skills further in the area of
content creation (Koster, 2015).
The second skill set of creative content production can be drawn from my professional
learning, college projects, internship and freelancing projects. I have written content for
multiple tech companies; I frequently write blogs on Amazon's innovation and creativity and
update the social media page of a few of my friends business. In terms of content production,
I not only go through different literature available on the web organically, I practically try a
hands-on experience with various projects surfacing on the web. I have also been learning the
art of photography to make my posts and content engaging, and increase the conversation on
the page (Mourelo Ferrandez, et. al., 2016).
My third skill encompasses my experience in the media studies and media production. I
enrolled myself in a minor course wherein I developed my skills in examining and
understanding the cultural, social and ethical dimension of communication practices, along
with that I also learn the operation process of Youtube and Facebook when it comes to
uploading and analysing the data and broadcasting the films. My combined learning of the
digital and online ecosystem makes me a right fit to work on the project of drone delivery by