How to Develop a Marketing Plan? The Example of the "Amazon Echo"

Dossier / Travail , 2018 , 34 Pages

Gestion d'entreprise - marketing en ligne et marketing hors ligne

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

List of Figures

List of Abbreviations

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

Bibliography

Monograph

Internet

• Université: University of applied sciences, Düsseldorf
• Année de publication: 2018
• Pages: 34
• N° de catalogue: V514857
• ISBN (ebook): 9783346116932
• ISBN (Livre): 9783346116949
• Langue: anglais
• mots-clé: Marketing, Amazon, Alexa, Echo, Plan, Analysis, Advertisements, Price, Promotion, SWOT, DESTEP, 7sModel, Customer