Concepts of segmentation, targeting and positioning

Diploma in Business (Marketing) - Unit 4 Marketing Principles - Amazon - level 5

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Question (a) There are five possible marketing orientations under which an organisation can design and carry out their marketing strategies, these are; the production concept, the product concept, the selling concept, the marketing concept, and the societal marketing concept.

You are required to discuss the approach that Amazon appears to embrace, you should identify the potential benefits and cost to their approach and offer evidence from your research of the company to support your argument. (1.1)

Task 2: Be able to use the concepts of segmentation, targeting and positioning (LO 2)

Question (a) What new product opportunities does the changing family structure provide for consumer companies such as Amazon? Discuss at least 2 ideas. (2.1).

Question (b) When you register as a new customer with Amazon, you are not asked any demographic or lifestyle questions. Amazon doesn't profile consumers by attitudes or psychographics or profiles of how they think. So, how does Amazon identify its market segments? Offer at least 2 ideas. (2.2)

Question (c) Amazon has recently launched its first ever Smartphone; the Amazon Fire. Identify and explain an appropriate targeting strategy for this product launch. (2.3)

Question (d) Buying behaviour differs greatly dependent on the product; explain how consumers' purchase of the Amazon Fire smart phone might differ to that of a tube of toothpaste. (2.4)

Question (e) Explain how Amazon has determined the Amazon Fire product's position in their target markets. (2.5)

Task 3: Understand the individual elements of the extended marketing mix (LO 3)

Question (a) Product - How are products developed to sustain competitive advantage (3.1)

Question (b) Place - Explain how distribution is arranged to provide customer convenience (3.2)

Question (c) Price - Explain how prices are set to reflect the organisation's objectives and market conditions (3.3)

Question (d) Promotion - Illustrate how promotional activity is integrated to achieve marketing objectives (3.4)

Question (e) The "Seven Ps" is a marketing model that adds to the aforementioned four Ps, including "physical evidence", "people", and "process": It is used when the relevant product is a service. Identify a relevant product that is a service for Amazon and explain how an understanding of the further 3 P's is essential to marketing strategy. (3.5)

Question (a) Using the 7 P's, create a table to demonstrate the similarities and differences of the marketing mix at Amazon and Argos. (4.1)

Question (b) Decide on a product that both Amazon and Argos could target to a business market, and discuss what the differences in marketing products and services might be to businesses rather than consumers (4.2)

Question (c) What could Argos learn from Amazon's experience as an international marketer? (4.3)

This assignment focuses on the marketing principles employed by Amazon, a leading e-commerce giant. It delves into the company's approach to market segmentation, targeting, and positioning, examining how these strategies have contributed to Amazon's remarkable success. The assignment also explores Amazon's marketing mix, including product, price, place, and promotion strategies, highlighting their effectiveness in driving customer engagement and brand loyalty. Additionally, the assignment analyzes Amazon's customer relationship management (CRM) practices, emphasizing the company's commitment to building long-lasting relationships with its customers.

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