September 23, 2022

A section in which you perform a PESTLE analysis and review Porter’s 5 forces relevant to your organisation

Business

Order Instructions

Task 2 of 2 – Marketing Plan (AC2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 4.1 & 4.2)

Instructions:

Co-incidentally, a representative of Amazon attended your business association presentation

and was impressed.

The Amazon manager responsible for the introduction of Amazon Go to the UK has asked

you to prepare a strategic marketing plan addressing the following:

• A section in which you perform a PESTLE analysis and review Porter’s 5 forces relevant

to your organisation.

• A section with a SWOT analysis and a stakeholder analysis of your organisation

• A section in which you should develop SMART strategic objectives for the organisation

• A section concerning the market segment. This section should

o Discuss how market segments could be used for the organisation

o Select one or more market segment(s), justifying your decision.

• Propose and justify a brand positioning for the targeted market segment

• A section concerning the marketing mix. This section should:

o analyse the significance of the marketing mix for the organisation

o contain a pricing, promotional and distribution strategy for one of its product ranges

or categories.

Scenario

Amazon Go supermarkets in the UK. (Data from 2016)

The cashier-less supermarkets use technology to allow customers to pick up items and walk

out with them, instead, charging their Amazon account so they don’t have to stand in a

checkout queue.

According to The Sunday Times, the retailer is looking for “a significant number” of

sites sized between 4,000 square feet and 5,000 square feet across the UK.

Amazon initially launched the concept back in 2016, allowing Amazon staff to trial

the new technology. Since then, it has opened five stores in the US across Seattle and

Chicago.

Customers download an Amazon Go app before entering the store. They have to use the

app to enter the store, which registers their Amazon account, and then they can put their

phone away and start shopping.

Amazon’s “Just Walk Out Technology” uses computer vision, sensor fusion and deep

learning to detect when products are taken off a shelf, or later returned.

The technology keeps track of all the items in a virtual cart so there is no scanning involved.

Once customers are done shopping, they can leave the store and Amazon will charge your

account. Amazon now has five Amazon Go locations across the US.

There is a difference between having the no checkout stores strictly for Amazon

customers and allowing the general public in to try them out. In 2017, the Wall

Street Journal reported that the technology faced problems when there were more than 20

people in the store, something Amazon has been working to correct and, as a result, has

delayed the expected roll out of further locations.

At the moment, it’s unlikely that Amazon Go will arrive to compete with your local

Tesco or Sainsbury’s. The stores stock ready-to-eat items for breakfast, lunch and dinner,

with some grocery essential ranges too, however, stock varies depending on which store

you are in.

But, when it does arrive in the UK, it will no doubt be celebrated by busy Londoners. The

idea of being able to pick up some lunch and walk out of the door without queueing is a

dreamy one, we admit.

Source: www.standard.co.uk/tech/amazon-go-uk-locations-scouting