Before beginning this discussion, read the Marketing in Action Case: Amazon on pages 92-93 of your textbook.

REMINDER: THIS IS A CASE ABOUT STRATEGIC MARKET PLANNING, not about advertising, promotion, or pricing. (Those will come later in the semester.) So your responses to this case should include alternatives, recommendations, and implementation based on what you learned about strategic market planning in this chapter.

Consider what you learned about Amazons potential domestic and global growth opportunities and options in this case. How should Amazon set itself apart in this market? What is its distinctive competence that makes it different from its competitors? What long-term strategies should Amazon consider to make Fire TV a profitable winner in the global marketplace?

After you have read through the entire case study, post your responses to each of the questions below. For your answer to the third question, you should include a full discussion of at least two possible alternatives. For your response to the fourth and fifth question, respond as those you are the marketing manager of this company.

1. What is the decision facing Amazon?
2. What factors are important in understanding this decision situation?
3. What are the possible alternatives? Fully describe at least two.
4. Pretend you are the marketing manager at Amazon. What decision(s) do you recommend?
5. What are some ways to implement your recommendation?