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Word Count: 4,609
Contents 1 Executive Summary 2 Introduction 21 Competitive position 22 Amazons mission 23 Corporation objectives 24 Marketing objectives 3 Environmental Scan 31 TOWS framework 32 Micro environment - Porters 5 Forces 33 Competitive analysis 34 Marco environment 4 Customer behavioural patterns 5 Segmenting Positioning and Targeting 6 The supply chain management 7 Existing marketing mix GE Matrix 71 Product Line 72 Partnership 73 Price 74 Advertising 75 Services 8 Marketing Strategy 81 Porters generic strategic 82 Ansoff Matrix 9 Recommendations in strategies 10 Evaluation and Control 11 Conclusion 12 Appendix 1 Executive Summary Amazoncom has a leading edge in the e-commerce world It has a strong competitive advantage However as with many online retailers there are certain aspects of conducting business over the web that creates difficulties and the need of marketing planning This marketing plan consists of environmental scan customer behavioural patterns current segment market marketing strategies and recommendations in strategies 2 Introduction Amazoncom is the largest online retailer The company opened its virtual doors in July 1995 by Jeff Bezos in Seattle Since then it has enjoyed rapid expansion in all aspects of its operations including business turnover and a spectacular rise in share value since public floatation in 1997 Amazoncom sells only on-line and is essentially an information
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