SM_task_2_marketing_plan_1

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1 Strategic Marketing Name of the Student Li Xingyue School ID 3040 October 2023

2 Task 1: Briefing Report The retail industry is undergoing a rapid transformation due to technological advancements and evolving consumer expectations. Amazon Go, a cashier-less supermarket concept, is a prominent player disrupting the sector since its debut in 2016. This novel shopping approach has raised concerns among local businesses, compelling them to reassess their strategies to maintain competitiveness. The purpose of this briefing report is to provide local businesses with valuable insights and strategic recommendations on navigating the impact of Amazon Go and other similar disruptors in the retail industry. The report will explore how Amazon Go influences the market, analyze essential marketing concepts, delve into effective branding strategies, and discuss their integration into marketing planning. Amazon Go, which was initially introduced as a trial for Amazon employees, has now expanded its presence across various locations in the United States. This revolutionary cashier-less supermarket concept has completely transformed the traditional shopping experience. It allows customers to effortlessly select their desired items and conveniently exit without the need for a conventional checkout process. Instead, all purchases made are seamlessly charged directly to the customer's Amazon account. The remarkable convenience of this shopping solution is facilitated by the indispensable Amazon Go app, serving as an entry pass and ensuring an efficient and streamlined experience for shoppers. The technology powering Amazon Go relies on cutting-edge computer vision, sensor fusion, and deep learning algorithms to accurately detect when products are picked up or returned to shelves. While predominantly stocked with delicious ready-to-eat items and essential groceries, specific inventory may vary depending on each store's unique location. Amazon ventured into the world of cashier-less shopping, but faced challenges along the way. Initially, when more than 20 customers entered their stores simultaneously, expansion plans experienced delays. Nevertheless, it's clear that Amazon Go has the power to revolutionize

3 the retail industry and reshape customer expectations regarding convenience and efficiency. Local businesses, deeply rooted in their communities, face distinct challenges and opportunities as Amazon Go establishes its presence. The influence of Amazon Go goes beyond stocking quick meals and grocery essentials; its success relies on the convenience and efficiency that can significantly reshape customer expectations. It is imperative for local businesses to prepare for the competition and evolve to meet the changing dynamics of the retail landscape. The emergence of Amazon go necessitates local companies to fundamentally readjust their operations, advertising techniques, and customer engagement. In a landscape where convenience and efficiency reign excellent, these businesses ought to not simplest adapt however exceed expectations. it is critical to apprehend that Amazon move represents greater than simply a store with out cashiers; it indicates a broader transformation in patron behavior and the retail quarter. To make sure lengthy-time period sustainability, local agencies have to include techniques that align with these evolving dynamics. To navigate the impact of Amazon pass efficiently, nearby companies must understand and practice important advertising standards. these principles shape the foundation for growing powerful strategies to compete in a continuously evolving retail market. on this discussion, we are able to explore some key advertising and marketing standards and how neighborhood agencies can put into effect them. Strategic marketing serves because the fundamental basis for local companies, permitting them to correctly reply to the ever-converting possibilities of purchasers and dynamics of the market. This entails conducting thorough marketplace evaluation, segmenting clients, studying competitors, and establishing green conversation channels. The closing purpose is to increase a comprehensive advertising plan that seamlessly aligns with the lengthy-time period objectives of the commercial enterprise. thru the implementation of

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4 strategic advertising and marketing strategies, nearby groups can proactively address evolving consumer expectations and market situations. The STP model, an abbreviation for Segmentation, Targeting, and Positioning, plays a vital role in guiding local businesses to effectively compete with giants like Amazon Go. This framework commences by dividing the broader market into smaller segments based on factors such as demographics, psychographics, behavior patterns, and needs. Local businesses must carefully analyze these segments to identify the most promising ones that align with their unique offerings. Once identified, the next step is targeting—the process of selecting specific segments that coincide with the business's strengths and values. Lastly, positioning comes into play – creating a distinct image of the business in the minds of the target audience. This image emphasizes what sets apart the local business from competitors like Amazon Go by highlighting its exceptional selling points. SWOT, a valuable tool for local businesses, helps assess their internal and external factors. In light of Amazon Go's market entry, conducting a SWOT analysis is crucial for local businesses. They gain insights into strengths, weaknesses, opportunities, and threats to craft strategies for improvement. This analysis provides a comprehensive view of their current position amidst innovative disruptors like Amazon Go. The marketing mix, consisting of the 4Ps (Product, Price, Place, and Promotion), holds immense significance for local businesses. In the case of Amazon Go, it is crucial for these businesses to thoughtfully assess and adapt their product offerings, pricing strategies, distribution channels, and promotional activities. Achieving a balance between cost and value while prioritizing customer-centricity and maintaining a consistent brand image across all aspects of the marketing mix becomes imperative for local businesses. Branding plays a crucial role in marketing for local businesses, allowing them to establish their uniqueness amidst competitors like Amazon Go. Developing a well-defined brand is key for local businesses as it fosters recognition, loyalty, and trust among customers. Local

5 businesses can gain valuable insights by examining Amazon's triumphant branding case study. Amazon stands out with its customer-centric approach, innovation, and diversification strategies. Drawing inspiration from Amazon's commitment to ensuring customer satisfaction and adaptability across various business domains can empower local enterprises. The ultimate goal should be creating a brand that resonates with their specific customer base while effectively conveying their unique strengths. The retail landscape is in a constant state of evolution, requiring local businesses to adapt in order to remain competitive. The emergence of Amazon Go has had a significant impact, as it prioritizes convenience and efficiency, acting as a catalyst for this ongoing transformation. By embracing the recommendations outlined in this briefing report and effectively incorporating branding concepts into their marketing strategies, local businesses not only overcome challenges posed by disruptors like Amazon Go but also establish themselves as valued members of their communities and formidable contenders in the ever-changing retail market. In an environment where innovation and adaptability are crucial, local businesses have the opportunity to leverage their unique strengths and thrive while creating strong, enduring brand identities that deeply resonate with their customers.

6 Task 1: Speaker Notes Amazon's cashier-less supermarkets have local businesses feeling uneasy about potential competition. These innovative establishments allow customers to grab desired items and exit without the traditional checkout process, leaving businesses concerned about their place in the market. The market's uncertainty has understandably left businesses with a lot to consider. Emerging in 2016 was Amazon Go, a groundbreaking idea that allows people to shop sans traditional checkouts through advanced technology. Transactions are charged straight to a patron's Amazon account. It was originally piloted for Amazon personnel but has since mushroomed to five US locations. Accessing the store necessitates employing the Amazon Go app, which logs a user's Amazon account information. Amazon Go's entry into the convenience store and grocery sectors has sparked intense competition for local businesses. The introduction of their seamless convenience and cashier less model poses a significant challenge. This technology-driven transformation is rapidly reshaping customer expectations, as efficiency and ease become top priorities. For local businesses, the concept of strategic marketing is essential. It enables them to adapt to ever-changing markets, meet evolving customer expectations, and maintain a competitive edge. In order to remain relevant in the retail landscape, especially in the face of innovative competitors like Amazon Go, local businesses must carefully consider long-term strategies and investments. The primary marketing idea to be added is STP, which stands for Segmentation, focused on, and Positioning. neighborhood businesses need to divide their marketplace into segments, awareness on specific consumer organizations, and powerfully set up their logo position. The effect of Amazon pass's expansion to the UK may additionally range for exceptional nearby businesses relying on the patron segments they target. Using generation like customer dating management systems can substantially assist in accomplishing effective STP. The second marketing idea is referred to as SWOT evaluation.

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7 SWOT stands for Strengths, Weaknesses, opportunities, and Threats, and it is a treasured device for nearby agencies. through accomplishing a SWOT evaluation, businesses can determine each internal and external factors to make informed decisions. This system allows them to become aware of their strengths and weaknesses whilst also spotting the opportunities and threats they face within the marketplace, mainly in mild of competition from Amazon go. This section will explore the Marketing Mix (4Ps) - Product, Price, Place, and Promotion - as the third marketing concept. Local businesses must assess and adjust their product offerings, pricing strategies, distribution channels, and promotional activities to effectively compete with Amazon Go. There are some important concepts we need to highlight when talking about branding, which include brand pyramid, positioning, and management. The brand pyramid helps local businesses understand the structure of their brand identity. Brand positioning is the distinct identity of the business against its competitors. Management involves how these pyramid and positioning is drafted. In examining the fusion of branding concepts into marketing planning, it is important for local businesses to ensure that their marketing strategies align with these concepts. This alignment should encompass consistent messaging, unique differentiators, and a customer-centric approach. Furthermore, the integration of technology, customer feedback loops, and an adaptive strategy proves crucial in achieving this harmonious blend. he future outlook and recommendations are provided for local businesses facing the challenges posed by Amazon Go. Key recommendations include embracing technology, focusing on community-centric approaches, personalized service, innovation, sustainability, and ethical practices. Additionally, collaboration, adaptability, customer feedback loops, and brand management are suggested strategies for local businesses to thrive.

8 Task 2: Marketing Plan Executive Summary Success in the ever-evolving retail industry depends on flexibility and creativity. Our carefully crafted strategic marketing plan positions us to navigate and capitalize on the issues presented by Amazon Go's entry and expansion into the UK market. We are not only prepared to analyze and follow this wave of change but we are also determined to ride it, transforming obstacles into opportunities. Amazon Go defines the innovative and recently developed cashier-less shopping concept, and it presents both opportunities and challenges to our local retail ecosystem. Unquestionably appealing is its convenient approach, but it has also encouraged traditional re tailers to embrace innovation and change. In the end, this course could change how customers perceive their shopping experiences. Our key goal is to create and build a strong marketing strategy that not only protects our position but also drives us forward, enabling us to effectively compete in this transformed e- nvironment. This plan revolves around several essential components: conducting a thorough evaluating Porter's Five Forces, PESTLE analysis, SWOT analysis, and analyzing stakeholders. Furthermore, our organization has set SMART strategic objectives. These obje- ctives provide clear and actionable targets for us to focus on, ensuring that our efforts yield desired results effectively. This strategic marketing plan serves as a roadmap for our organization to not just inept and adapt but thrive in the rapidly changing retail landscape. With Amazon Go's influence, it acts as a catalyst for our evolution and innovation while maintaining our integral position within the local community. Our priority is delivering products and services that align with the evolving preferences of our valued customers. Introduction

9 There is a noticeable change in the retail scene as a result of Amazon Go's presence in the UK market. Conventional retailers encounter difficulties, but they also welcome innovation and new chances. In addition to addressing the difficulties presented by Amazon Go, this strategic marketing plan seeks to fully realize its potential. Amazon Go, a revolutionary concept shop that does away with cashiers, is set to upend the established retail model. Convenience, efficiency, and customer-centricity are prioritized, which poses a threat to consumer expectations and habits. Conventional retailers need to get ready for the effects of this revolutionary strategy. However, hardship frequently acts as a spur for development and creativity. The arrival of Amazon Go forces us to reassess our plans, hone our methods, and adjust to a retail environment that is evolving quickly. This strategic marketing plan is intended to give our company a clear road map so that we may not only survive in this new environment but also successfully navigate the difficult terrain. This strategic marketing plan also examines how opportunity and challenge interact. It is our preemptive reaction to the disruptive influence of Amazon Go. Our objective is to not just adjust but also evolve, using the opportunity presented by the winds of change¬ to lead our company into uncharted territory. The path ahead may be uncertain, but by understanding the underlying forces at play, we are better equipped to navigate this evolving retail landscape and emerge stronger and more resilient. The process of strategic marketing as analyzed in this essay involves drafting well crafted plan that align with your marketing goals. This process commences with implementing a marketing schedule then drafting the marketing plan after which an audit is done on the same. The process encompasses some activities conducted within this paper, some including the analysis of the organization’s environment, understanding of its positioning, and analyzing the essential marketing mix. Market Environment Analysis

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10 PESTLE Analysis In the ever-changing landscape of the UK retail market, external factors hold significant influence over business operations. To comprehend the intricate forces at play, a comprehensive PESTLE analysis becomes crucial. This analysis delves into the Economic, Political, Social, Environmental, Technological, and Legal aspects that shape our company’s response to Amazon Go's entry and expansion into the UK market. Political Factors: The UK's political landscape encompasses a variety of regulations and policies that can have a significant impact on our operations. With the entrance of Amazon Go into the market, it is likely to call the attention of regulators and policymakers. The stance taken by the UK government on issues such as data privacy, competition, and taxation can greatly influence the competitive environment. Ensuring adherence to evolving regulations and actively engaging with such stakeholders are important for operating within the legal framework. Economic Factors: Gaining an understanding of key economic factors, such as inflation rates, consumer spending, and economic growth, is necessary to comprehend consumer behavior. (Buye 2021). Introducing the Amazon Go concept presents an efficient, effective, and possibly cost- effective shopping experience, requiring our organization to adapt to evolving consumer spending patterns. We must continue to be flexible in our pricing strategies and stay aware of the macroeconomi c environment in order to make well-informed decisions about pricing and sales tactics if we hope to maintain our competitiveness and profitability. Social Factors:

11 The sector of consumer behavior intersects with societal and demographic shifts, reflecting an intrinsic connection. Amazon Go's prioritization of convenience aligns harmoniously with the evolving lifestyles of the current consumer. To maintain competitiveness, our company needs to remain attentive to these current social trends. This entails catering to changing demographics, including the an increasing focus on convenience and efficiency. Adapting our product range to synchronize with these changing social dynamics will play an essential role in retaining and attracting customers. Technological Factors: In the modern world driven by technology, the influence of digital advancements on the retail industry is of great importance (Eierle et al. 2022). Amazon Go's groundbreaking "Just Walk Out Technology" exemplifies the potential of cutting-edge retail technology. As our organization adapts to the digital revolution, embracing technology becomes essential. From enhancing customer experiences using mobile apps and online platforms to optimizing inventory management using data analytics, it is our role to incorporate technology to stay competitive and meet evolving consumer demands. Environmental Factors: In today's consumer landscape, increasing environmental consciousness and ethical concerns hold significant sway. It is essential to note that Amazon Go has adopted a sustainability- focused approach that stands to align strongly with the growing population of conscientious customers. Our organization can harness this opportunity by embracing sustainable practices. This includes reducing waste, sourcing products locally, and exploring renewable energy options. Not only does environmental responsibility align with consumer values, but it also has the potential to generate positive publicity. Legal Factors:

12 The legal environment includes rules pertaining to consumer rights, data protection, and com petition.The competitive environment may become more complex as a result of Amazon Go's existence, potentially leading to legal challenges. In order to ensure legal compliance, our firm must continue to be watchful and abide by data protection and competition rules. Legal risks and difficulties must be taken into account when developing a strategy, which is why continuing legal counsel and adherence to industry norms are crucial. Porter’s Five Forces Porter's Five Forces provides a well detailed strategic framework that thoroughly examines the competitive dynamics within an industry. In the context of the UK retail market and Amazon Go's entry, conducting a comprehensive analysis becomes crucial (Aćimović et al. 2020). This examination includes examining the impact of buyers' and suppliers' bargaining power, threats from substitutes and new competitors, and the level of competitive rivalry. Each of the given forces plays a significant role in shaping our competitive landscape and guides our strategic actions. Bargaining Power of Suppliers: Suppliers hold considerable power, exerting influence over both product cost and quality (Anastasiu et al. 2020). The advent of Amazon Go holds the possiblity to reshape traditional supply chains, potentially altering the dynamics at play. In particular, local suppliers must build strategic partnerships in order to find trustworthy providers of goods and services. Having good relations with a company’s suppliers is of essene since any disruption in the supply chain could result in higher costs and even delays. By collaborating with suppliers, forming advantageous agreements, and setting up steps to become less dependent on specific sources, the risk can be effectively reduced.

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13 Bargaining Power of Buyers: Nowadays, with the advent of Amazon Go and its innovative shopping strategy, customers have an abundance of options. Their purchasing power is really powerful, thus our company must be receptive to their needs. In order to satisfy the ever-demanding demands of our astute customers, we must customize our pricing tactics, prioritize excellence, and provide exceptional value propositions. The remarkable combination of low pricing and unmatched convenience provided by Amazon Go emphasizes how critical it is for our company to place a strong priority on value. This means putting more emphasis on improving the complete buying experience in addition to pricing. We can efficiently attract and retain customers by fostering brand loyalty and introducing rewards programs. Threat of New Entrants: The retail industry may see an influx of innovative players with the introduction of Amazon Go (Ives et al. 2019). This poses a real threat from new entrants, leading our organization to strengthen its existing customer base and foster innovation to maintain market share. To effe- ctively counter this challenge, we must prioritize differentiation. Threat of Substitutes: Alternative products or services that meet comparable customer needs pose a challenge to the retail industry. Amazon Go offers a strong alternative to conventional retail methods, thanks to its technology-driven strategies. In order to meet this challenge, our company needs to expand the range of products it offers in order to stay current and appealing to customers. It is possible to lessen the effects of alternative offerings by creating distinctive services, partnering with local craftspeople, and investigating supplementary business lines (Yusuf et al. 2022). By providing a wider selection of goods, such as unique or regionally sourced goods, we may differentiate our company from possible competitors and offer a unique value proposition.

14 Intensity of Competitive Rivalry: Competitive rivalry is an important aspect of the retail industry. The entry of Amazon Go further rises this competition, resulting in innovation and differentiation crucial in maintaining a competitive edge. Our organization needs to not only prioritize preserving its traditional strengths, such as community engagement and personalized service but also harne- ss technology to enhance efficiency and convenience. By integrating online and mobile platforms, we can facilitate seamless shopping experiences. Additionally, monitoring compe- titors and staying attuned to evolving customer preferences are essential for our organization to stay ahead. SWOT Analysis An essential ingredient in our strategic marketing plan is a SWOT analysis. This assessment comprehensively evaluates the internal strengths and weaknesses of our organization, along with the external opportunities and threats arising from Amazon Go's entry into the UK market (Huberman 2021). Through this research, we can effectively address any vulnerabilities we may have, take advantage of opportunities, and strategically leverage our strengths to offset threats. Strengths : 1. Personalized Service: Our dedication to delivering individualized assistance and support is a distinguishing characteristic. We have fostered an environment that embodies warmth, friendliness, and personal attention towards our valued customers. This quality makes us stand apart in the retail industry, where automation and self- service are steadily gaining prominence.

15 2. The local community recognizes and acknowledges our well-established brand. Through quality, reliability, and a customer-centric approach, we have developed a re- putation that reflects trust and commitment. These values resonate strongly with our loyal customer base. Weaknesses: 1. Limited Technological Adoption: Inspite the strength and essentiality of our personalized service, our organization has been slow to embrace modern technology. In contrast, competitors like Amazon Go have already fully embraced technological improvements and advancements to optimize operations and elevate the customer experience. Consequently, our lack of technological integration stands as a significant weakness. 2. Resistance to Change: The organization adheres to traditional business operations, which may lead to resistance when it comes to embracing new strategies and te- chnologies. This resistance can pose challenges in the adaptation and imple- mentation process, potentially arising from both employees and long-standing customers. Opportunities : 1. Community Engagement: Our organization has a unique opportunity to actively engage and work with local causes and initiatives, that leverage on our strong community presence. By getting involved, we can strengthen customer loyalty and inforce our brand as a socially responsible entity. 2. Businesses that embrace technology can access exciting opportunities. Through the use of mobile apps, online ordering platforms, and e-commerce platforms, they can

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16 adapt to the constantly changing preferences of tech-savvy consumers. This broadens their market reach while also improving the entire client experience. 3. Sustainability and Ethical Practices: The company acknowledges that ethical purchasing is becoming more and more common and offers a chance to stand out. Attracting a conscientious customer base can be accomplished by adopting sustainable and ethical methods, like sourcing items locally and supporting environmental initiatives. Threats: 1. Amazon Go's Entry into the UK market emerges as an immediate and formidable threat. The innovative, cashier-less approach of Amazon Go, coupled with their many resources, has a significant challenge in terms of competition and customer retention. 2. Consumer Behavior Transformation: Consumers' shifting preferences, which include their propensity for efficiency and convenience, provide a significant issue. It is critical that our company adjust to these changing consumer demands and provide novel and worthwhile solutions. 3. Intense Competition: The retail sector already faces intense competition. This competition has become even more intense with the arrival of Amazon Go, which increases the need for our company to stand out in a crowded market and continuously innovate in order to hold onto market share. Stakeholder Analysis In our organization's internal journey, stakeholders play an essential role. These individuals and groups encompass diverse entities like suppliers, employees, customers, the local community, and even competitors. Our operating landscape is considerably shaped by their

17 involvement. Our stakeholder study is a strategic approach to understanding their perspectives, needs, and influence, not just a functional analysis of their jobs. We can effectively negotiate the dynamic challenges presented by Amazon Go's entry into the UK market if we do this with skill. Consumers are the focal point of our stakeholder environment. They hold considerable sway through their purchasing power and unwavering loyalty. By understanding the needs and preferences of our customers, we can tailor our offerings and services to not only meet but also exceed their expectations. This approach ensures customer loyalty and fosters positive word-of-mouth, which is crucial for retaining our market share. The commitment and morale of our employees play a crucial role in the success of our organization. A motivated employee workforce not only provides excellent and efficient service but also contributes to innovation, giving us a competitive edge. We prioritize investing in training, offering incentives, and ensuring fair treatment to boost employee satisfaction and drive positive customer experiences. Suppliers play an essential role in our supply chain as essential partners. The timely and cost- effective delivery of their goods and services significantly impacts our operations and profitability. Through cultivating partnerships that benefit both parties, we guarantee a consistent flow of goods, advantageous conditions, and assistance for regional enterprises. In the end, this boosts the local economy here. We place a great deal of significance on the local community since we cherish our relationships with them. Their participation and encouragement in a range of initiatives and causes not only foster positive connections but also solidify our standing as an ethical business. Our brand image is strengthened by this active engagement, which also encourages community support and continued loyalty.

18 In a highly competitive environment, rivals act as both challenges and inspiration. It is imperative to keep an eye on their inventions and initiatives. Maintaining market share and resilience against Amazon Go's entry relies on differentiation, innovation, and staying ahead of competitors. The stakeholder analysis offers valuable points and insights into the various perspectives that influence our organization's operations. It serves as a strategic tool, informing our decision- making process and helping us identify shared goals and potential conflicts. Moreover, it guides us in cultivating relationships that extend beyond mere transactions, emphasizing mutual benefit and long-term sustainability. As we navigate the challenges posed by Amazon Go and strive to thrive in the UK market, the significance of stakeholder relationships cannot be underestimated. SMART Strategic Objectives  Objective 1: The company aims to embrace technology and establish an e-commerce platform within the next 12 months. This strategic play will ensure a strong online presence  Objective 2: The company aims to enhance customer loyalty by achieving a 20% increase within the next 18 months. This will be accomplished through offering personalized  Objective 3: The organization aims to collaborate with local suppliers in an effort to broaden the number of products offered and simultaneously attain cost reduction within a span 12 months.

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19  Objective 4 aims to enhance employee satisfaction by 15% within a timeframe of 12 months, accomplished through comprehensive training programs and enticing incentives  Objective 5: The objective is to achieve a 10% increase in brand recognition within 24 months. This will be attained by emphasizing sustainability and ethical practices Market Segmentation Market segments provide essential and valuable insights for tailoring marketing efforts to specific customer groups. By pinpointing the unique needs and preferences of these segme- nts, organizations can build more effective marketing campaigns and products. This approach ensures that businesses deliver precisely what their customers truly desire. Selected Market Segment: The "Conscious Consumer" segment has been identified as highly relevant. This particular group values ethical practices, sustainability, and community engagement (Kumar et al. 2020). It perfectly aligns with our organization's strengths and presents a valuable opportunity to differentiate ourselves effectively from Amazon Go. To specifically target this segment, we can offer sustainable and locally sourced products, actively engage in community initiatives, and emphasize our unwavering commitment to ethical business practices. The market segment focused on by Amazon Go is based on geography. The focus is on customers in the city region. The segment is selected because of their characteristic high adoption to new technologies and their high-tech appearance. The city population is lso diverse, allowing for Amazon Go to reach a diverse customer base. Marketing Mix

20 The marketing mix is essential for implementing our marketing strategy. Each element plays a vital role in delivering the brand promise for Amazon Go and effectively engaging with the Conscious Consumer segment (Zollo et al. 2020). The company integrates marketing mix into their context by considering aspects of pricing, promotion, and distribution. Among these strategies, the organization strives to establish a strong market mix that allows it to generate a strong brand for the customers. Amazon go has established a strong relationship between their marketing mi and their product life cycle through the three strategies highlighted. Pricing Strategy: To attract the Conscious Consumer segment, it is recommended to implement a competitive pricing strategy. This pathway aligns with their value-conscious nature while highlighting the affordability of our sustainable and locally sourced products. Promotional Strategy: Promoting our brand should primarily emphasize sustainability, ethical practices, community involvement, and the convenience enabled by technology. One effective approach to communicate these key points is through social media channels, content marketing, and engaging community events. Distribution strategy The availability of our products in both an e-commerce platform and physical stores should be given priority. It is crucial to utilize technology for efficient distribution and local sourcing. Branding Amazon Go has branded itself as a portal to the future of shopping. This branding is cemented by its positioning in the consumer market on shopping which fits perfectly into the

21 next generation of shoppers. The company utilizes its unique selling point to influence its market positively. By strongly positioning itself and utilizing its marketing mix, the organization utilizes it brand to strengthen its services. Conclusion In the forefront of Amazon Go's entrance and expansion into the UK market, our organization must strategically position and place itself to not only withstand but also thrive and prosper amidst this challenge. Our well-defined roadmap for adapting and succeeding in the constantly changing retail landscape is backed by our strategic marketing plan, which is supported by extensive analyses like PESTLE analysis, Porter's Five Forces, SWOT analysis, stakeholder analysis, SMART objective analyses, market segmentation, brand positioning, and the marketing mix. We hope to successfully set ourselves apart from the competition and create enduring brand recognition among socially conscious consumers by embracing technology, fostering community partnerships, and placing a high priority on sustainable practices. References Aćimović, S., Mijušković, V. and Milošević, N., 2020. Logistics aspects of goods home delivery: The case of Amazon company. Marketing , 51 (1), pp.3-11.

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22 Anastasiu, L., Gavriş, O. and Maier, D., 2020. Is human capital ready for change? A strategic approach adapting Porter’s five forces to human resources. Sustainability , 12 (6), p.2300. Buye, R., 2021. Critical examination of the PESTEL Analysis Model. Project: Action Research for Development . Eierle, B., Hartlieb, S., Hay, D.C., Niemi, L. and Ojala, H., 2022. External factors and the pricing of audit services: A systematic review of the archival literature using a PESTLE analysis. Auditing: A Journal of Practice & Theory , 41 (3), pp.95-119. Huberman, J., 2021. Amazon Go, surveillance capitalism, and the ideology of convenience. Economic anthropology , 8 (2), pp.337-349. Ives, B., Cossick, K. and Adams, D., 2019. Amazon Go: disrupting retail?. Journal of Information Technology Teaching Cases , 9 (1), pp.2-12. Kumar, A., Paul, J. and Unnithan, A.B., 2020. ‘Masstige’marketing: A review, synthesis and research agenda. Journal of Business Research , 113 , pp.384-398. Yusuf, M., Saiyed, R. and Sahala, J., 2022, December. Swot Analysis in Making Relationship Marketing Program. In Proceeding of The International Conference on Economics and Business (Vol. 1, No. 2, pp. 573-588). Zollo, L., Filieri, R., Rialti, R. and Yoon, S., 2020. Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business research , 117 , pp.256-267.

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