6-2 Final Project Milestone Three Marketing Strategy Presentation
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MKT 113
Final Project Milestone
Kai Angyl
MKT 345 Consumer Behavior
FINAL PROJECT
MKT 113
3-2 Final Project Milestone One: Market Research and Segmentation
MKT 113
Company Introduction
Company:
Amazon
•
Overview:
Amazon is an e-commerce business that sells various product lines and allows users to sell on their platform. Amazon has specific popular brands at discount prices. They also offer a membership that is on an annual or monthly basis to provide 2 day priority shipment for members. Shipping is continued 7 days a week, with no constraints from the USPS, within the United States.
MKT 113
MARKET RESEARCH
Current Consumer Segment
Consumer Segment
•
Demographic Segmentation: Age, Relationship Status, Socio-Economic Strata,& Income
•
Geographic Segmentation: Global sales in 100 countries
•
Behavioral Segmentation: New, Savvy, Opportunistic, & Loyalty
•
Psychographic Segmentation: Resigned, Aspirer, Succeeder, Striver, and Reformer
Justification:
•
Drives growth
•
Consumer engagement •
Representation
MKT 113
MARKET RESEARCH
Consumer Segment (con’t)
Primary Research
•
Primary Research Sources:
•
Source 1: Applied Research
•
Justification:
by using primary evaluation methods to obtain key information and data relevant to current consumer shopping trends through online focus research groups, surveys, and analytics from the consumer data collection amongst the Amazon website, such as abandoned cart products, number of Prime memberships, and consumer profile data. •
Source 2: Engagement Research
•
Justification:
Community driven research practices to obtain data on fresh consumer perspectives. This will help fuel how consumers interact with certain brands, which is a valuable resource to obtain. •
Source 3: Basic Research •
Justification:
Analysis of pure fundamental knowledge on consumer behaviors, consumer understanding of tenAmazon brand, developing and testing theories pertaining to current consumer purchase data, and examination of what new things consumers are looking for in a brand.
MKT 113
MARKET RESEARCH
Secondary Research
I will use the following secondary research methods to obtain key data on what drives Amazon’s growth and foundational strategies.
•
Resource 1: The NAICS & SIC Classifications https://www.census.gov/
naics
/
•
Justification:
This will provide key statistical economic data that has been published and analyzed •
Resource 2: The Current Industrial Report (CIR) program https://www.census.gov/programs-surveys/current-industrial-reports.html
•
Justification:
To view analysis of economic data provided by the U.S. Census Bureau which is gathered weekly, monthly and annual on a 5 year basis. This will help provide key determinants involved in the retail trade.
•
Resource 3: SRDS Media Planning Platform https://
next-srds
-
com.ezproxy.snhu.edu
/portal?
newsess
=y
•
Justification: This will be used to understand Amazon’s current media planning endeavors and business goals
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Graphical Method
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Recommended textbooks for you
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