Amazon Inc.'s Marketing Plan
Each student will undertake a term project on global marketing as presented below.
The final written report will include a PowerPoint submission to the instructor by each student. Depending on class size, students will be asked to make a presentation of the term paper.
SUMMARY DESCRIPTION OF THE TERM PROJECT
Major elements of the term project reports are as follows:
• Choose a company or any other organization that markets a product or service. Indicate the basic industry in which the organization operates.
• Identify the product or service and two other elements of the company’s marketing mix (See below for a definition of marketing mix)
• Describe a) How this company/organization competes in the industry within a national or regional market outside the United States or outside the original home market of the company/organization and
b) Who are the competitors within the national, regional or global marketplace
• Contrast clearly the marketing strategy used by the company in its home market versus one or more of its markets outside the home market.
A marketing mix, from your introductory marketing course or its equivalent, involves the following mix of marketing elements:
o Product or service offered to customers in different markets
o Promotion strategies used in communicating with customers or target audience
o Placement/Distribution structure the company relies on to make its products/services available to its customers
o Pricing approaches the company uses to market its product or service
• Conclusion of Project: Papers should conclude with recommendations to the company’s Senior Marketing Manager.
• In Week 8, the instructor will ask students to submit a term project outline and companies or organizations selected.
Submission Requirements and Important Dates:
-The paper should not exceed 12 pages (1.5 line spacing) with a 12-font letter size.
-Highlights and important dates of the project are presented below:
• Feedback to instructor: a one-page outline due in Week 8 in class
Company’s Marketing Plan
Students Name
Institutional Affiliation
Company
The Amazon.com, Inc., is a multinational company located in Seattle. The company focuses on the retailing of consumer products in different parts of the world. Through the company's technological mass scale and technological invocation, it has been able to disrupt a lot of industries in the e-commerce sector. It is known as the largest Artificial Intelligence and cloud computing provider in the world. Such indicators are measured by the revenue obtained by the company from its retailing activities. The company plays an important role in connecting buyers and sellers through a trustworthy platform. Given the current technological advancements, people have turned into online shopping as a convenient way of purchasing goods and services in the comfort of their homes. Therefore, this has created an e-commerce and retailing industry in which Amazon.com Inc operates in. It is a company that helps consumers access most of the goods on one platform. The company has three segments through which it provides its services. Among them is the international, North America, and Amazon Web Services (Kristensen, Penner, Nguyen, Moy & Lam, 2017).
Identification of marketing mix
Products/services
Amazon.com Inc uses the marketing mix strategy as a way of attracting customers to the website. Among the elements of the marketing mix used to attract clients is the products and services offered by the company. Amazon.com Inc provides e-Commerce services by connecting buyers and sellers. Manufactures from different industries use the company's platform for marketing their products. Once a buyer has purchased the product or service, Amazon gets a share of the profit made. Given that the company has already established its brand, it provides both consumers and buyers with a trusted retail platform hence increasing its market share. As well, sellers can also sell a service to potential buyers by providing a description and cost of the service that they intend to offer the client. The wide range of products plays a substantial role in attracting as many customers as possible. A client can easily get anything that they are seeking to purchase under one platform, the amazon website. Major brands across the world have trusted Amazon as a platform for selling their products. Such reduces the chances of an individual having to purchase counterfeit products. As well, the company makes use of an individual's search history to make recommendations of related products that they might need. Given that the platform offers a medium for many sellers, there is high competition, which forces the sellers to focus on the quality of the products. A client is offered to the opportunity to review or rate the product that they purchased. Such reviews are, in turn, used as a reference point by other clients while making a purchase. Hence, every seller has to ensure that their products and services are of good quality and matches the provided description. The company does not only provide an online retail platform but also acts as a base for other consumer products designed to address the various market needs. Such products include the Amazon Prime Pantry, Video Direct, AmazonFresh, and...
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