The objective of this assignment is to develop a formal marketing plan for the launch of the new product "Amazon Echo". It includes a review on the theory and approaches of a marketing plan along with concrete practical implications as a whole package to provide meaningful indications for concrete marketing activities based on marketing analysis in order to achieve the strategic objectives of the company regarding the new product.
The first chapter focusses on the theoretical background of marketing and tries to define the best strategy possible for that project. In a next step, the profile of the company, amazon, is analysed, before, in, a a fourth step, a related strategic plan for the marketing of the amazon echo is developed. In doing so, special focus is put on the aspects of marketing mix and further strategic analaysis. Finally, this works ends by giving a short overview over the findings.
Table of Contents
1. Introduction
1.1. Problem Description
1.2. Objectives
2. Marketing Theory
3. Company Profile & Offering
4. Marketing Plan
4.1. Strategic Plan
4.1.1. Marketing Analysis
4.1.1.1. Macro Environment
4.1.1.2. Micro Environment
4.1.1.3. Company-Internal Analysis
4.1.2. SWOT Analysis
4.1.3. Marketing Objectives
4.1.4. Strategic Recommendations
4.2. Tactical Plan
4.2.1. STP Strategies
4.2.1.1. Segmentation
4.2.1.2. Targeting
4.2.1.3. Positioning
4.2.2. Marketing Mix (Four Ps)
4.2.2.1. Product
4.2.2.2. Place
4.2.2.3. Price
4.2.2.4. Promotion
5. Outlook and Conclusion
Objectives and Core Themes
The primary objective of this work is to develop a formal marketing plan for the launch of the Amazon Echo in the German market, linking theoretical marketing frameworks with practical implementation strategies.
- Strategic marketing analysis using macro and micro environmental factors.
- Internal organizational assessment using the McKinsey 7S model.
- Segmentation, Targeting, and Positioning (STP) strategies for Germany.
- Development of a comprehensive Marketing Mix (4Ps) and tactical action plan.
- Budgeting and scheduling for promotional campaigns across various media channels.
Excerpt from the Book
4.1.1.2. Micro Environment
The micro environment includes a group of elements within the industry the company operates in such as customers, suppliers, competitors and other companies operating in the same market to create company´s value delivery system.
The best tool to analyse the industry environment after identifying its boundaries is the Porter´s Five Forces model focusing on five forces within the industry as the following: (1) the Competitive Rivalry, (2) the Bargaining Power of Customers, (3) the Bargaining Power of Suppliers, (4) the Threat of New Entrants and (5) the Threat of Substitute Products. The five forces of Porter describe how the strength of each force could negatively affect the ability of company of regard to raise prices and generate profit.
Amazon with its new product “Echo” is operating among strong competitors manufacturing similar voice assistant devices such as Google (Google Now), Apple (HomePod), Microsoft (Cortana). These competitors are prestigious and have been investing heavily in R&D regarding intelligent voice assistant technology possessing strong financial abilities and know-how to catch up the technology advancements. At the same time, amazon is playing in a very strong position among small number of competitors with 71% market share worldwide and started aggressively in Germany to achieve 1.4 Million units sold from October to December 2016.
The bargaining power of buyers can be considered as moderate due to the limited number of choices in the market regarding intelligent voice assistant where these kind of products are offered by small number of companies. On the other hand, some competitors didn´t obtain the quality and number of skills Amazon obtained in Alexa. Also the design and some of the capabilities in Alexa such as the 7-Microphones and Kit (a tool allows users to develop additional skills) are unique. Thus, customers don´t have strong influential force on Alexa.
Summary of Chapters
1. Introduction: Outlines the problem description regarding the necessity of a comprehensive marketing plan and defines the objective of launching the Amazon Echo in Germany.
2. Marketing Theory: Explores fundamental marketing definitions, the importance of meeting customer needs profitably, and the core tasks of marketing management.
3. Company Profile & Offering: Provides an overview of Amazon as a global e-commerce leader and details the features and capabilities of the Amazon Echo voice assistant.
4. Marketing Plan: Details the strategic and tactical approaches, including environmental analysis, SWOT, STP strategies, and a detailed 4P marketing mix with an action plan.
5. Outlook and Conclusion: Summarizes the strategic findings and presents an ITM-checklist that evaluates success factors across various business dimensions.
Keywords
Amazon Echo, Marketing Plan, Germany, Voice Assistant, Strategic Planning, Market Analysis, SWOT Analysis, STP Strategy, Marketing Mix, Consumer Behavior, E-commerce, Digitalization, Product Launch, Budgeting, Competitive Strategy
Frequently Asked Questions
What is the core purpose of this study?
The study aims to create a structured marketing plan for introducing the Amazon Echo into the German market, bridging theoretical concepts with concrete implementation strategies.
What primary framework is used for the situational analysis?
The work utilizes the DESTEP analysis for the macro environment and Porter's Five Forces model to analyze the micro environment and competitive landscape.
How does Amazon evaluate its internal organization?
Amazon's internal environment is assessed using the McKinsey 7S Model, which examines strategy, structure, systems, shared values, style, staff, and skills.
What is the recommended pricing strategy for the German market?
The document suggests a market-oriented pricing strategy, focusing on competitiveness and affordability to gain market share against rivals like Google and Apple.
Which target group is defined for the product?
The primary target market consists of middle and upper-class working professionals in Germany aged 25–50 who seek increased efficiency and convenience in their daily lives.
What are the key promotional channels proposed in the action plan?
The promotion strategy includes a mix of billboards in major cities, online click-per-cost ads, magazine features, social media campaigns, and TV spots.
Why is the German market considered attractive for the Amazon Echo?
Germany represents a major economic power with high e-commerce adoption rates and a growing trend toward smart home technology and digitized lifestyles.
How are legal and privacy concerns addressed?
The analysis acknowledges strict German data protection laws and suggests that Amazon must navigate these requirements carefully, emphasizing the device's security and privacy standards.
- Arbeit zitieren
- Anonym (Autor:in), 2018, How to Develop a Marketing Plan? The Example of the "Amazon Echo", München, GRIN Verlag, https://www.hausarbeiten.de/document/514857
