Zappos
Zappos | Strategic marketing Assignment 2 Develop marketing strategy | | Tutor name: Bronwyn HIGGSTutorial Time: Wednesday 10am-11amTeam member:Geyang Chen (355513) | Xiaofei Meng(387415) | Sitong Liu (387468) | | |
Contents 1.0 Executive Summary 2 2.0 Marketing Objectives 2 3.0 High-level Strategic Alternatives 3 4.0 Marketing mix strategies 5 4.1 Product Strategy 5 4.1.1 Current product/service development 5 4.1.2 Future Service Development 6 4.2 Price Strategy 7 4.2.1 Factors Affecting Pricing Decision 7 4.2.2 Tactical approach 8 4.2.1 Long-run response 9 4.3 Communication strategy 9 4.3.1 IMC objectives 9 4.3.2 Targeting and positioning of the brand 9 4.3.3 Advertising message 9 4.3.4 Marketing and communication strategy 10 5.0 Conclusion 11 6.0 Appendix 12 6.1Situational Analysis in Assignment 1 12 6.2 Opportunities and Capabilities 13
1.0 Executive Summary This report provides the market strategy development of prospective growth of Zappos, an American online shoe retailer with unremittingly focused on the consumer service. Based on the situational analysis we did before, the most knotty problems are dominance enhancement (short-run) and has sustainable competitive advantages. Before improving, high level strategy is designed in terms of high differentiation, approachable competition strategy and product development. To achieve this, marketing mix (4ps) is chosen (since Zappos is an online retailer company, despite the distribution strategies, this assignment will focus on pricing, product and communication). After series of analysis and evaluation, we found that price should be retained at premium in order to differentiate from competitors by better intangible benefit. Product and service is expected to be further improved by product expansion and technology innovation so
Contents 1.0 Executive Summary 2 2.0 Marketing Objectives 2 3.0 High-level Strategic Alternatives 3 4.0 Marketing mix strategies 5 4.1 Product Strategy 5 4.1.1 Current product/service development 5 4.1.2 Future Service Development 6 4.2 Price Strategy 7 4.2.1 Factors Affecting Pricing Decision 7 4.2.2 Tactical approach 8 4.2.1 Long-run response 9 4.3 Communication strategy 9 4.3.1 IMC objectives 9 4.3.2 Targeting and positioning of the brand 9 4.3.3 Advertising message 9 4.3.4 Marketing and communication strategy 10 5.0 Conclusion 11 6.0 Appendix 12 6.1Situational Analysis in Assignment 1 12 6.2 Opportunities and Capabilities 13
1.0 Executive Summary This report provides the market strategy development of prospective growth of Zappos, an American online shoe retailer with unremittingly focused on the consumer service. Based on the situational analysis we did before, the most knotty problems are dominance enhancement (short-run) and has sustainable competitive advantages. Before improving, high level strategy is designed in terms of high differentiation, approachable competition strategy and product development. To achieve this, marketing mix (4ps) is chosen (since Zappos is an online retailer company, despite the distribution strategies, this assignment will focus on pricing, product and communication). After series of analysis and evaluation, we found that price should be retained at premium in order to differentiate from competitors by better intangible benefit. Product and service is expected to be further improved by product expansion and technology innovation so