Discussion Board Forum 2 Thread
BUSI 330 Amazon believes in keeping its marketing plan simple in order to be effective. Consequently, their marketing plan is based upon the 4 P’s (product, price, place, and promotion). Amazon’s product is to provide an unparalleled selection of any item that exists on the planet. Its prices are extremely competitive and often lower than traditional stores and it is more convenient for people to shop on the internet (place) than it is in a physical location. Finally, its promotion emphasizes big ideas, innovation, technology, and customer centricity, enabling it to market itself as the most convenient place for consumers to shop and satisfy their needs (Kerin & Hartley, 2015). This strategy targets Generational Y cohorts and the millennials who will respond to technology-driven promotions. The primary advantage that Amazon has over brick and mortar department stores is the depth of their selection and inventory. Amazon is able to list more goods than a department store would ever be able to store in its building. Consequently, consumers are almost absolutely sure that they will find what they are looking for when they shop at Amazon while they are not sure that their local department store will carry those items. Another advantage that Amazon holds over brick and mortar department stores is the convenience of the shopping process. Customers can research alternatives online far quicker than they could at a physical store. Furthermore, they may not be forced to make multiple trips to a local store to make their purchase decisions. However, local brick and mortar retailers such as Walmart and Target do possess some significant advantages over Amazon. The most important one is their numerous locations. These stores are in all 50 states and almost every city has a Walmart or Target location that services the surrounding area.