Marketing plan for amazon

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Proposed Marketing Plan for Amazon.com

EXECUTIVE SUMMARY Amazon.com has experienced exceptional growth since the company's inception in early 1994. The company has grown to a massive online superstore with recent sales of $1.64 billion in 1999, an increase of 270% from the previous year's sales. The stellar grow of the company's sales can be attributed to a very strong product situation. Amazon.com's initial target market, online book consumers, proved to be very lucrative. In addition, the expansion into more diverse product offerings beyond books, such as music, DVD & video, toys, electronics, home improvement and auctions only served to increase the company's product portfolio. In order to expand Amazon.com's position Insight Solutions has identified an aggressive marketing strategy to broaden the companies target market, expand the product positioning to all consumer goods, focus distribution outlets through the top ten web sites and price items at a low but profitable margin. To ensure this plan is successful,! Insight Solutions also recommends four action plans involving, increasing name recognition, target market, product marketing and distribution management. Ø Name RecognitionØ Free E-mailØ Advertise on Internet Radio Ø Target MarketØ Telephone OperatorsØ "Click & Mortar" Store Ø Product MarketingØ Expand Product lines, Auto, Travel, Grocery Ø Distribution ManagementØ Increased Distribution Centers TABLE OF CONTENTS CURRENT MARKETING SITUATION 1 FINANCIAL SUMMARY: SALES/COSTS/PROFITS 1 PRODUCT SITUATION - BOOKS 2 PRODUCT SITUATION - MUSIC 3 PRODUCT SITUATION - DVD & VIDEO 4 PRODUCT SITUATION - TOYS 5 PRODUCT SITUATION - ELECTRONICS 5 PRODUCT SITUATION - HOME IMPROVEMENT 6 PRODUCT SITUATION - AUCTIONS, ZSHOPS AND SOTHERBYS.AMAZON.COM 7 COMPETITIVE SITUATION 8 DISTRIBUTION SITUATION 9 OPPORTUNITY AND ISSUE ANALYSIS 11 AMAZON.COM'S MAIN OPPORTUNITIES 11 AMAZON.COM'S MAIN THREATS 11 STRENGTHS AND WEAKNESSES ANALYSIS 12 AMAZON.COM'S MAIN STRENGTHS 12 AMAZON.COM'S MAIN WEAKNESSES 12 O! BJECTIVES 13 FINANCIAL OBJECTIVES 13 MARKETING OBJECTIVES 14 MARKETING STRATEGY 19 TARGET MARKET: OWNERS OF PERSONAL COMPUTERS & SHOP AT HOME CONSUMERS 19 POSITIONING: A ONE-STOP SHOPPING ENVIRONMENT FOR ALL CONSUMER GOODS 19 PRODUCT LINE: THE LARGEST SELECTION OF SELECT RETAIL CATEGORIES 20 PRICE: PRICE AT A LOW BUT PROFITABLE MARGIN 22 DISTRIBUTION OUTLETS: ADVERTISE ON THE TOP TEN MOST POPULAR WEB SITES 22 SALES FORCE: KEEP AT A MINIMUM 23 SERVICE: EFFICIENT & WIDELY AVAILABLE SERVICE WITH FAST TURN-AROUND 23 SALES PROMOTION: DEVELOP AN ADVERTISING CAMPAIGN TO PROMOTE CONSUMER AWARENESS, NEW PRODUCTS, AND BETTER DISTRIBUTION 23 ADVERTISING: DECREASE SALES PROMOTION BUDGET BY 10% AND ADVERTISE ON HIGH TRAFFIC WEB PAGES, TELEVISION, NEWSPAPER, RADIO, AND NEW PC OWNERS 24 R & D: DEVELOP NEW PRODUCT LINES SUCH AS APPAREL, JEWELRY, AND AUTOMOTIVE PARTS 25 MARKETING RESEARCH: MONITOR COMPETITORS MORE CLOSELY & EXPLORE CONSUMER BEHAVIOR OF INTERNET PURCHASES 25 ACTION PROGRAMS 27 ! NAME RECOGNITION 27 INCREASE TARGET MARKET 28 INCREASE PRODUCT MARKETING: 30 DISTRIBUTION MANAGEMENT: 31 CONTROLS 32 NAME RECOGNITION 32 INCREASE TARGET MARKET 34 INCREASE PRODUCT MARKETING 35 DISTRIBUTION MANAGEMENT 36 APPENDIX 38 BIBLIOGRAPHY 39 CURRENT MARKETING SITUATION Financial Summary: Sales/Costs/Profits Amazon.com has been described as a massive flea market with not one target market, but various target markets. Their categories of merchandise include books, music, DVD & video, and electronics & software to name a few. This massive "one stop shop" has generated sales of $610 million in 1998, up 313% from the previous year of $148 million. As a result of strong sales in its new electronic store, Amazon.com claimed net sales of $676 million in fourth quarter 1999, an increase of 167% over net sales of $253 million fourth quarter of 1998. Net sales for all of 1999 were 1.64 billion, a 169% increase over net sales of $610 million for all of 1998. Pro forma...
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