...Individual elements of the extended marketing mix & its usage in different context Second assignment issued by Fatima Bagherian Daniel Pisch Business E2020 (evening) 12.11.2015 1 Contents Foreword…………………………………………………………...............3 Methodology………………………………………………………………….4 Referencing..………………………………………………………………5-6 Task 1 - question 1.……………….……………………………………….7 Question 2………….……………….…………………………………….....8 Question 3…………………………………………………………………….9 Question 4…………………………………………………………………..10 Question 5…………………………………………………………………..11 Task 2 – question 1………………………………………………....12-13 Question 2…………………………………………………………………..14 Question 3…………………………………………………………………..15 2 Foreword This assignment has been commissioned by Fatima Bagherian. In order to do this assignment student must study the Unit 4 marketing principles. The goal of this assignment is that the student is able to: Explain how products are developed to sustain competitive advantage Explain how distribution is arranged to provide customer convenience Explain how prices are set to reflect an organization’s objectives and market conditions Illustrate how promotional activity is integrated to achieve marketing objectives Analyse the additional elements of the extended marketing mix Plan marketing mixes for two different segments in consumer markets Illustrate differences in marketing products and services to businesses rather than consumers Show how and why international marketing...
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...| 2014 | | | [ Marketing Principles] | | Contents Introduction 2 LO 1: Understanding the concept and process of marketing 2 AC 1.1: Explain the various elements of marketing 2 AC 1.2: Evaluating the approach of Amazon towards marketing 3 LO 2: Using the concepts of segmentation, targeting and positioning 4 AC 2.1: Product opportunities in changing family structure providing consumer companies 4 AC 2.2: Identifying appropriate market segmentation 5 AC 2.3: Appropriate targeting strategy for product launching 5 AC 2.4: Buying behavior of customer depending on product. 6 AC 2.5: Amazon Fire product’s position in target market. 7 LO 3: Understand the individual elements of the extended marketing mix 8 AC 3.1: Product development to sustain competitive advantage. 8 AC 3.2 Distribution arrangement providing customer convenience 9 AC 3.3: How prices are set to reflect the organization’s objectives and market condition 9 AC 3.4: Illustrating how promotional activity is integrated to achieve marketing objective 10 AC 3.5: Analyzing the additional elements of the extended marketing mix 10 LO 4: Using marketing mix in different context 11 AC 4.1: Using the 7 P’s, create a table to demonstrate the similarities and differences of the marketing mix at Amazon and Argos 11 AC 4.2: Illustrating differences in marketing products and services to businesses rather than consumers 12 AC 4.3: Argos learning from Amazon’s experience as an international...
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...countries to use these online marketplaces such as eBay or Amazon. Across the world, shoppers are buying more products online; and even with their mobile phones. Amazon is creating websites for China. The U.S. has been using Amazon for over 20 years now, and it has grown to offer just about anything you can think of. Amazon’s biggest selection is in books, movies and media, That is only because they started the company as an online bookstore, Amazon is now selling over 200 million products in the U.S. and 306 items sold every second (Yarow, 2012). Amazon has approached its marketing strategy differently than some companies by using segmenting over having specific target markets. When a customer joins Amazon, they do not get questioned on personal information to determine what marketers will promote to them, but their behavior throughout the site plays a huge role. As customers use the site, their activity is recorded and registered to then be provided with content related to what they’ve previously had an interest in. This can all be done with very simple technology that can even build automated messages through emails to customers (Kanary, 2014). Amazon seems to attract individuals of the higher class than those that use eBay. Amazon promotes safety and security in their purchases, which gives individuals that have regards for high risks of their credit cards or identity can feel better when shopping online. Amazon does not market the unique or rare items that eBay tends to...
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...originally named Cadabra Inc. They found that the name was often negatively mistaken as “Cadaver.” The name Amazon was adopted soon after because the Amazon River is the largest in the world, and the letter “A” would help the company to show up at the top of alphabetical lists. Amazon, since its release in 1995, has become one of the Fortune 500 e-commerce company (btmaushart.iweb, 2014). In the business world, Amazon is currently the largest online retailer in the world. It manufactures consumer electronics, most widely known is the Amazon Kindle e-book reader, and has an extensive cloud computing service. Amazon’s start-up was initially only an online bookstore, giving Amazon an advantage of having more and readily available books than any long-established brick-and-mortar book store. By the last 1990’s, Amazon’s success had enabled an expansion from an online bookstore to a wide variety of other products including, but not limited to: CDs, videos, DVDs, electronics, toys, tools, home furnishings, and more. In addition to those products from Amazon, Amazon also sells products from well-known retailers through intermediaries’ agreements. Among those retailers are Toysrus.com Inc., Target Corporation, and Circuit City Stores Inc (FundingUniverse.com, 2014). Amazon takes on a face of a company that came out of nowhere and took over the internet in terms of e-commerce. Amazon has customized the way people can buy things online and continues to come up with new technology and obtain...
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...Fire in the UK 1 Introduction 3 Amazon 3 Current Market Scenario 4 Global Market- eBook 4 Competitive landscape 4 Market Structure 5 SWOT Analysis 6 Amazon Kindle Fire 7 Corporate Strategy of Amazon 7 Marketing Objective 7 Marketing Strategy 8 STP of Kindle Fire 8 Segmentation 8 Targeting 9 Positioning 9 Marketing Mix 9 Product 9 Price 10 Place 10 Promotion 10 Promotional Cost 10 Cost Estimation of Kindle Fire 11 Revenue Model 11 Conclusion 11 Bibliography 12 Introduction Marketing is a strategic activity of a business, It incorporates understanding the marketplace, bring the product or service to the market or even developing a new market for a product. In the broadest sense marketing is a superset of different activities including market research, market development, competitor analysis, pricing strategy promotion etc (Weinstein, 1998). Here in this report, exclusively cover various marketing essential elements for Amazon Kindle, for the entrance into UK market. Apart this, main objective of this report is to develop a marketing plan for the successful entrance of Amazon into the UK digital market. In this report, various macro & micro elements which interact with the company as well as the global market scenario, competitive landscape and future trends and projections are discussed to tailor the marketing activities accordingly and make this report more relevant and fruitful. Amazon In 1994, Jeff Bezos founded Amazon...
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...does it mean to have the mission, “the earth’s most customer-centric company? How well is Amazon achieving this mission? Mission statements define who you are, what you believe, and why you exist. They lay out the guiding principles by which you run your business. They set the course and tone by which your organization and all your employees operate. Amazon’s mission statement is clear and bold. They seek to be the best-not the best online retail site in America or even North America, but the world-“Earth’s most customer centric company.” No one, no customer or employee can question this company’s focus and position. They set the bar high and they have backed their words up through performance. I think they are going good on it. They are making innovation of everything company does, profit and they are increasing their customer portfolio in every section. They are not stuck as book seller, they offer everything that they can do on the website. 2- What are the supply chain or demand chain elements essential to the operations and marketing of Amazon? Where are its warehouses located and why are they located there? How can the lessons learned from Amazon be applied to other forms of e-commerce and integrated marketing strategies? Amazon started in 1994 and opened its website for business in July 1995 with the demand for such a wide array of books could never be met by local stores. Amazon online retailer is located in Seattle, Washington a city known for being on progressive...
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...Amazon E-Commerce Evaluation and Recommendations Estevan Pena Devry University E-Commerce for Small Business Introduction Amazon is E-commerce Company, Amazon got its start as an online bookstore, but as the industry evolved so did Amazon. Amazon has become one of the largest online retailers now selling a variety of products including electronics, DVDs, CDs, video games, clothing, and general merchandise in the world. Today Amazon.com is the largest Internet-based company in the United States. Founded by Jeff Bezos in 1994 was the release of the first online bookstore, Amazon.com Inc. revolutionized the industry. Amazon’s initial entry into the book industry was a bold and strategic move competing with traditional Brick and Mortar stores such as Barnes & Noble Inc. and Borders Group Inc. When Amazon.com began moving from just books into a larger variety of products like CDs, video games, electronics it did not take long for them to be in completion with the larger more dominant players in their perspective markets. Amazon is a prime example of a company that started of small and became a dominant force due to smart investments and a strong business model. When it comes to the online market, which many would consider the future, Amazon has left a considerable amount of its competitors in the dust as it pertains to sales and it continues to grow and evolve, Company Evaluation Type of Company Before Amazon.com sold its first book in July of 1995 the world had...
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...Name Ayanjide Oyelade professor's name Samuel Garwon Bus 100 Introduction to business 11/1/2014 Topic Fundamentals of Effective Communication in the Workplace Effective communication is the ability to express ourselves well, and both verbally and nonverbally, in ways which are proper to our cultures and our situation; also, Effective communication is not only deals with relaying messages, it also deal with receiving messages. Behavior would be the way you act while effective communication in a business environment. This one particular time I was employed to was Amazon. Amazon was a highly professional business when it came to the managers and crew leaders relaying messages to the staff and listening to the staff as well. At Amazon every morning we arrived to work we would have what is called a standup meeting. At the stand up meeting the manager of each section would relay information for the staff. The information that would be relayed would be information pertaining to what happened the day before, overtime for the following week, the number of items to be packed and sent out for that particular day, and weekly changes made throughout Amazon. Amazon also has an all employees meeting once a month. Those meetings included Amazons general manager, supervisors, and all the staff member. At these all employees meetings, employees had the opportunity to discuss any and everything that they wanted with whomever they wanted to discuss it with. These...
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...Right Focus and Market: Amazon The first two parts of the book Strategic Thinking made me realize how and why large companies such as Amazon, Google, and IBM are still so successful up until this day. Primarily focusing on Amazon, which was founded in 1995, I actually have noticed the drastic changes in the way the company has been running its business over these past few years in comparison to a decade ago. Amazon’s business structure manages to keep up with the market by constantly introducing technology that meets the needs and improves the lives of shoppers and sellers around the world. The company and its e-commerce business is still continuing to grow and evolve as the world’s e-commerce platform. Based on the information I have learned from the first two parts of the book, Amazon changed the rules of the game by offering more services than just selling a book and dove into new opportunities to keep up with the ever changing market. The greatest take away for me in part I of the book was the idea of “strategic thinking”. I used to think strategic planning was one of the most important elements to have in a business, but strategic thinking is the real prerequisite to success because it places the focus on a long term mindset. Because our economy operates in rapid change, it is crucial for businesses to keep up with it. The book places a big emphasis on what the focus should be while making sure that it is in the right activities. Amazon’s business structure is a great example...
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...Amazon.Com E-Business Model Introduction “E-business or Electronic business involves the extensive use of computers, communication technology, networking technology and computerized data to perform business processes. E-business can assist a company in improving their business processes through improved customer service, increased sales, product and company promotion, and modern branding. Question -1 Discuss the pros and cons of Amazon’s growth and diversification of business and specialization, and make recommendations about what Amazon could have done differently Pros Using Amazon.Com to market products guarantees worldwide reach at a nominal price. Advertising techniques like pay per click advertising ensure that the advertiser only pays for the advertisements that are actually viewed. Affiliate marketing, where customers are directed to a business portal because of the effort of the affiliate who in turn receive a compensation for their efforts meeting with success, has emerged on account of e-business. Affiliate marketing has helped both the business and the affiliates. Amazon.Com engaging in e-business has managed to use cost effective online advertising strategies to their advantage. (Simonyi Business and Joint Ventures, 2011) List below are some Cost Effective Marketing and Promotions: • Confirmation email Except when they're part of a co-branded sale, Amazon's use of confirmation emails keeps users in the loop and increases their trust in the overall...
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...Table of Contents OVERVIEW 3 PART ONE (IN DEPTH) 4 SWOT Analysis 4 Value Proposition 5 Business Models 5 Revenue 6 Operation 6 Market Plan 6 Operation Flows 7 Payment Methods 7 PART TWO (EVALUATION) 9 Website Overview 9 Website Evaluation 13 Table of Figures Figure 1: Front Page………………………………………………... 10 Figure 2: Holiday Deals……………………………………………. 11 Figure 3: Holiday Deals …………………………………………… 11 Figure 4: Products………………………………………………….. 12 Figure 5: Products & Customer Recent History..…………...……... 12 Figure 6: Various Services…………………………………………. 13 OVERVIEW The company was founded in July 1994 by Jeff Bezos. The company began as an offline bookstore. While the largest brick-and-mortar bookstores and mail-order catalogs might offer 200,000 titles, an online bookstore could sell far more. Bezos wanted a name for his company that began with "A" so that it would appear early in alphabetic order. He began looking through the dictionary and settled on "Amazon" because it was a place that was "exotic and different" and it was one of the biggest rivers in the world, as he hoped his company would be. Since 2000, Amazon's logotype is an arrow leading from A to Z, representing that they carry every product from A to Z. Amazon was incorporated in 1994, in the state of Washington. In July, 1995, the company began service and sold its first book on Amazon.com Douglas Hofstadter's Fluid Concepts and Creative Analogies: Computer Models of the Fundamental Mechanisms...
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...last decade many .com companies have tried to stake a claim in the online retail business platform. Amazon.com, a pioneer in online retail, has to adapt to keep up with the changing times and competitors. Shifting from a strictly retail based business strategy to a diverse resource as server host and data base management and middle man for many small businesses to sell product of all kinds online. Despite the additional avenues, Amazon remains steadfast they roots as they continue on as one of the largest internet retailers. Working in conjunction with many smaller businesses to keep overhead at a minimum and keep the availability of almost any product desired available for sale or purchase on their web site. Amazon.com came into existence by one man’s idea of being the world’s largest on-line retailer. With a structured business plan and sensible risk, Jeff Bezos did so with the sales of books in one year and three years later Amazon.com would be the first on-line retailer with over 1 million customers (fundinguniverse.com 2008). In 2006, Amazon.com formed Amazon Web Services, a web based service platform, offering a pay as you use computing infrastructure. This “cloud” service can rent computing power to small companies, provide servers for a media conglomeration and offer secured architecture for large corporation’s computer systems. Bezos and company may change the economics of business computing with AWS but with a user friendly web site, two day delivery on inventory...
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...development, complete solutions and a variety of enterprise packages. To minimize costs and increase the profitability of the organization, Ericsson has opted to utilize cloud services from Rightscale and Amazon. Attributed to the many variables that are present when cloud computing, I desire to discuss the following items in greater detail during this paper: * Discuss how Ericsson benefited from Amazon Web Services (AWS) in terms of cost reduction, automated software updates, remote access, and on-demand availability. * Evaluate the scalability, dependability, manageability, and adaptability of Amazon Elastic Compute Cloud (Amazon EC2), Amazon Simple Storage Services (Amazon S3), and RightScale. * Examine the security concerns for cloud-based services and make suggestions to cope with these concerns. * Assess the possible scalability, reliability, and cost issues associated with cloud computing, and make suggestions to overcome each of these issues. Benefits from Amazon Web Services in terms of cost reduction, automated software updates, remote access, and on-demand availability. When examining the advantages of cloud computing, there are many rational reasons often revealed. Ericsson selected and decided to utilize the services provided by the Amazon Web Services (AWS) solution because of their “well known” reputation of reliability within the Rightscale Cloud Management group. When selecting a cloud infrastructure of any type, system reliability...
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...Strategy 1 Amazon STRATEGIC ANALYSIS OF AMAZON Submitted for: MBA IN MS (MANAGING STRATEGY) TUTOR: PAUL ANDERSON SUBMITTED BY: C0411672 Managing Strategy 2 Amazon CONTENTS Title..................................................................01 Contents....................................................... 02 Introduction.................................................03 Section 1 Current strategic position......................04 Macro environment.................................... 04 Micro environment......................................07 Strategic Capabilities................................10 Section 2 Current and Future strategy..................13 Bowman’s strategy clock.........................13 Section 3 Implementation issues............................... 16 Cultural web................................................16 Kotters 8 step theory................................18 Conclusion....................................................21 Reference list..............................................22 Appendix..........................................................30 Managing Strategy 3 Amazon INTRODUCTION Amazon is an e-commerce platform based organisation established in 1995 by Jeffrey P. Bezos. Amazon.com is based in Washington, United States. Amazon is recognised as customer centric e-commerce organisation giving wide varieties, low price offers and convenience to its customers by offering services virtually. Amazon provides...
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...Applying Information Security and SDLC to Business Team Names Here BIS/320 Date Applying Information Security and SDLC to Business Amazon.com - Bookstore Amazon.com is known as one of the largest retail online stores in the world. Of course this online retail store was not always the largest and had a shaky slow start because the online layout was not eye-catching. In 1994, Jeff Bezos, who founded Amazon.com started his business in his garage in Washington State selling books. However, in 1994, Nick Hanauer took an interest in Bezos business and invested $40,000, and in 1995 Tom Alburg invested $100,000 to join this venture. After receiving these investments Bezos decided to create a website that would be more appealing to customers and hoped to get his business to take off. Over the next three years Amazon increase in book sales, which amazed Bezos because after an analysis was completed he was shocked to find out outside of local customers who were purchasing books from Amazons but customers around the world. In 1997, Amazon reached revenue in the amount of $15.7 million. By 1998, Amazon was starting to show signs of success when Bezos started listing new products for the customers could purchase online (Amazon.com Mission Statement, 2012). Vision and Mission - The mission statement for Amazon.com success is centered on their customers and without their customers Amazon would not exist. Although customers...
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