Strategic Marketing Report: Amazon Go, UK Market Analysis

This report provides a comprehensive analysis of strategic marketing principles, focusing on the application of these concepts to Amazon Go's market entry strategy in the UK. The report begins with an introduction to strategic marketing, outlining its purpose and significance in allocating resources effectively. It then delves into the marketing planning process, including mission statements, situation analysis (5C, SWOT, PESTLE), and marketing strategy development (target audience, measurable goals). Key marketing concepts and models such as SWOT, TWOS, 7Ps of marketing, and Porter's Five Forces are critically reviewed, emphasizing their relevance in analyzing the internal and external business environments. The report further examines the significance of branding, including its impact on productivity, consumer preference, revenue generation, and business survival, alongside concepts like brand pyramids, brand positioning, and brand management. The report then presents a marketing plan overview for Amazon Go, outlining its vision, mission, and objectives for the UK market. A detailed PESTLE analysis assesses the political, economic, social, technological, legal, and environmental factors affecting Amazon Go's operations. Porter's Five Forces are applied to evaluate the competitive landscape, bargaining power of suppliers and buyers, and the threat of substitutes and new entrants. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. Finally, the report explores the marketing mix (product, price, place, promotion) for Amazon Go. This report is available on Desklib, a platform offering past papers and solved assignments for students.

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
A briefing report is a short summary of facts that are related to any issue that an
organization faces along with the actions that are suggested in response to such issue.
MAIN BODY
Report 1 – Business Presentation and Briefing Report
Evaluating the Purpose of Strategic Marketing
Strategic Marketing is used by organizations to allocate its resources into the best
possible use. The purpose of this is to achieve the targets and goals that are set by the
organization. The efficient realisation of the marketing goals making effective use of the
products and services that the company offers to the market is the main aim for an organization’s
strategic marketing. The company’s purpose is to have better market stand amongst all of its
competitors. Further developing the goods & services of the company that have the highest
potential to earn profits is also a significant purpose. To highlight those areas of business that
might get affected from the changes in the business environment factors.
Diagram of the Marketing Planning Process
MISSION
Mission Statement
Corporate Objectives
SITUATION ANALYSIS
Identify Opportunities
5C Analysis
(Company, Customers, Climate, Competitors,
Colleborations)
SWOT Analysis
PEST Analysis
MARKETING STRATEGY
Defining Target Audience
Setting of Measurable Goals

Critically Reviewing Marketing Concepts, Models and Theories and Explaining Their Relation
with Marketing Planning Process
SWOT and TWOS analysis is used by business to consider the impacts of external and
internal environment in which it operates. SWOT & TWOS both represents the same shorthand
that is strengths, weaknesses, opportunities and threats. The former focuses over the internal
environment while the later emphasis on the external environment of the business entity.
7Ps of marketing is the next concept or model that is used in marketing widely. These Ps
stands for product, place, promotion, price, process, people & physical evidence. The various
stages in a business strategy are described with is model. This model is used to help businesses in
optimization of their strategy that directs the activities towards accomplishment of goals.
Porter’s Five Forces is a framework that is applied to analyse the competitiveness in the
industry. The model is consisting of five forces that namely are the existing completion in the
market, bargaining powers of suppliers, power of buyers, threat from new entrants to the industry
and threat that a firm face in the form of selling its products amongst the different substitutes
available in the market. All these five elements are analysed by a firm to know the level of
competition in the market.
Significance of Branding
Branding can be defined as the perpetual series of actions that leads to identification,
creation and management of assets combinable to create a brand perception among the
stakeholders of the company. There are various reasons that makes branding a significant factor
to a business entity.
 Productivity – Branding is essential as it increases the value of the business. A well-
known business attracts high number of talents to the company. Having employees that
are highly competent and possess best skills increase the level of productivity
organization experiences.
 Consumer Preference – It is with the help of branding that a company finds itself capable
of being the products and/ or services it offers preferred by the buyers in the market.
There are a wide range of products of same category that are available in the market in
front of consumers to purchase. Branding creates a way by which different products of
similar types by different sellers can be distinguished by the buyers.
MARKETING MIX
Product Development
Pricing
Promotion
Place And Distribution
Inplementation
Monetoring And Controlling

 Generation of Revenues – Another significance of branding is that it leads to generation
of high amounts of profits and increase in the market share of the company. With the
help of branding extensively the company holds a stronger market position that helps in
making better amount of profits and market share over a long period.
 Survival – Companies with strong branding are capable of easily surviving and
maintaining their competitive edge in the industry at the time of temporary crises being
faced by the company.
Integration of concepts into Marketing Planning
Brand Pyramid
A brand pyramid is a framework that visually represents identity of brand and its position
in the market. It provides answers for all the questions regarding what is the idea behind the
brand, what are the characteristics associated with it, what are the emotional benefits it provides
to the customers, related functional benefits and lastly what are the attributes and features that
the brand have.
Brand Positioning
It is that process following which a company positions its product or service in the mind
of its consumers. Brand positioning is the effective strategy that the company use for creating a

distinction of its offerings from that of its competitors in front of the audience in the market. This
concept of brand positioning is the part of marketing mix of the marketing planning process.
Brand Management
It is that function of marketing in which a company use certain techniques for the purpose
of increasing or enhancing the value of its offerings perceived by the customers over time. Brand
management is the part of marketing mix of marketing planning process.
CONCLUSION
On the basis of this report the meaning of briefing report have been clear.
Marketing Plan
Overview/ background
Amazon Go is a company that operates in United States & United Kingdom as a chain of
convenience stores. These stores are based on the unique idea of being cashier less and hence are
automated partially. The current marketing plan focuses over the effective functioning of
Amazon Go in the UK’s market.
Vision
The company functions with the vision of being the most customer – centred company
worldwide. The vision is to provide its customers with all the things that they wish to purchase
online.
Mission
The mission is to be the world’s best company in e- commerce sector. To provide most
effective and best quality services to its customers. Being a global leader in the long run.
Objectives
 To cover entire of United Kingdom market for continence stores by the end of year 2023.
 To have a global reach in the next 5 years.
 Increasing selection of product and making it most wide than ever before for achieving
high customer satisfaction.
Pestle analysis
Pestle is the acronym used for political, economic, social, technological, legal and
environmental, these are the external factors that affects the functioning of any business

organization. Pestle analysis is the framework used for analysing the external business
environment of a company.
 Political Factors – Political Stability will affect the business of Amazon Go in the UK
market. If there will be political instability than the business will have negative impact.
Changes in the policies by government regarding the industry will create confusing for
the business and affects its productivity adversely. Low tax rates and taxation
complexities will help the company.
 Economic Factors – High rates of inflation will be problematic for the company to
maintain the level of profitability it desires. High unemployment levels will allow the
company to select the candidates to fill up job positions easily. Strong economy of the
nation will help the company in stabilizing its growth prospects.
 Social Factors – There is an increase the UK’s population in the number of people that
work in offices. This increase the need for ready to eat foods in the market and also the
number of people preferring stores that saves their time has increased. It is positive for
the company and it will also increase the popularity of the business idea. Further
increasing awareness among the people for online shopping and the level of their
preference will impact the profitability of company.
 Technological Factors – Social media marketing is getting highly popular in the current
era. So the promotion of the services that the company provides over social media
platforms will help it positively. Increasing the innovation and development of business
idea will further entail good impact on the company’s profitability.
 Legal Factors – Employee protection laws and consumer protection laws should be
adhered by the company duly. Any negligence to these laws will leave the company
ending up in facing major legal consequences. Intellectual property laws will enable the
business to protect its innovations.
 Environmental Factors – In the recent times increasing awareness of society towards the
negative impacts that business activities imply over the environment demands
organizational response to prioritize the sustainable approach for all of its activities. The
company is looking forward to comply with this through its recycling and waste
management practices. Further it uses renewal technologies. Such initiative by the
company has positive effects on the business profits and image.

Porters Five Forces
 Competitive Rivalry – The major competitor in the grocery market of United Kingdom
are Tesco and Sainsbury. Both the competitive firms will try their best to prohibit
Amazon Go in successful establishment of its business in the UK’s market. Hence the
existing competition is high for the company.
 Bargaining Power of Suppliers – It have major impact over the profitability of an
organization. High bargaining power of suppliers restricts any company from earning
good profits. The policy of Amazon Go is based on adopting Whole Foods Suppliers, this
helps company to keep its suppliers power low.
 Bargaining Power of Buyers – The company always make sure to establish its stores at
the most attracting in order to attract the potential buyers towards it. The concept is new
into the market. So the bargaining power of the customers is low. This provides greater
opportunity for the company to make high profits.
 Threat from Substitutes – The threat of substitute services is negligible in case of
company as there are no competitors that provide the same services as the company.
 Threat from New Entrants – The concept that Amazon Go captures is grab and go, it
seems difficult and hence the company faces a lot of technical obstacles in smooth
functioning of the business. There is threat to the company that its competitors also adopt
to its technology and develops deep understanding regarding sensor fusion & computer
vision.
SWOT analysis
Strengths – The Amazon Go have various strengths because of its innovation idea of
operating in the market. One of the strength of the company is its competitive advantage. The
company have a strong competitive edge in the market. The feature of the stores by Amazon Go
providing facilities of no checks outs to its customers is another major strength. Convenience
factor it provides, customer loyalty, innovation in culture, and excellent brand name are other
strengths.
Weaknesses – Automation by the company means loss of job possibilities is a weakness.
Further cost of maintaining tech and supply chain efficiency are also its weak areas.

Opportunities – Amazon Go has certain opportunities in the form of increasing its current
market share and evolving consumer preferences. Further increased in the disposable incomes of
consumers provides opportunity for the company to increase its level of profitability.
Threats – The threats for the Amazon Go are poor trade relations that exits between US
and China. Increasing costs of the components that forms basis for the effective utilization of
technologies by the company is also a threat to company’s profitability.
Marketing mix
 Product: The company deals in a wide range of products. Almost all categories of
products starting from daily needs, grocery to electronics, health and beauty every
product is sold by the company.
 Price: The pricing strategy is one of the major component in the marketing plan. The
pricing strategy of Amazon Go is competition based strategy. The prices of the products
are set considering the cost that it incurs over the maintenance of technology.
 Place: The setting up new business by Amazon Go is done after proper analysing of the
location and all the essential factors to sales hiking are considered. For drawing
maximum of customer attention the stores are established at the metropolis centres.
 Promotion: The promotion strategy of the company is to create awareness in the society
in relation of automated stores. The company uses platforms like social media, TV
advertisements, hoardings and billboards to increase the awareness among the potential
customers.
STP approach
 Segmentation: The segment for the Amazon Go are geographic, demographic,
behavioural and psychographic. The reason for selecting these market segments for the
company are first geographic segment is selected as the company wants to establish in
particular region. Second demographics segment is selected because the services of the
company are for people specific on the basis of their occupation and life stage. The
behavioural segment is selected because the services are for people with specific
behaviours.
 Targeting: Amazon Go targets the region of UK and the density of both rural and urban
people in its geographic segment. The targeted audience of the company by
demographics segment is people of age of 14 and above & of both the genders. Further

the audience who are students, professionals and employees are at target of company’s
marketing plan.
 Positioning:
Monitoring and control
The monitoring of the effective implementation of the marketing plan for Amazon Go
will be done through taking up regular follows from the marketing team regarding the status of
the project. The progress of the plan will be evaluated on the basis of the smart objectives that
are set. Any deviation in the results of the activities will be noted in order of their priority.
Corrective actions will be taken for the purpose of ensuring that everything remains aligned with
the targets that are desired to be achieved.

REFERENCES
Books and Journals
Online
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