INDIVIDUAL ASSIGNMENT

BM050-3-3-IMNPD

NP3F1801IT
HAND OUT DATE: 12 July 2018

HAND IN DATE : 18 November 2018

WEIGHTAGE : 60%

INSTRUCTIONS TO CANDIDATES
1. Submit your assignment to the administration counter.
2. Students are advised to underpin their answers with the use of references (sites
using the Harvard Name System of Referencing)
3. Late submission will be awarded zero (0) unless Extenuating Circumstances
(EC) are upheld
4. Cases of plagiarism will be penalized
5. The assignment should be bound in an appropriate style (Comb Bound or
Stapled)
6. Where the assignment should be submitted in both hardcopy and softcopy, the
softcopy of the written assignment and source code (where appropriate) should
be on a CD in an envelope/ CD cover and attached to the hardcopy.
7. You must obtain 50% overall to pass this module
ACKNOWLEDGEMENT

This project has been prepared to satisfy partial fulfillment of the projects requirements
for our BSc IT sixth Semester from Asia Pacific University (APU). I extend my special
gratitude to my teacher Dr. Sandeep Kautish for his valuable guidance, suggestion, timely
supervision and kind treatment as well as cooperation in completing this project.

Also, I am also grateful towards all my teachers for supporting and encouraging me. I
would also like to express my thankfulness towards people who continuously encouraged
and supported me throughout the project which helped me complete this project.
Nevertheless, I would like to thank Asia Pacific University (APU) for providing this
excellent project. Above all, I glorify the almighty god for the strength, courage, wisdom
and inspiration throughout the project and throughout period of my study. Last but not
the least; I would like to acknowledge the support, direct/indirect, of all the members of
LBEF family.

Sincerely,

TABLE OF CONTENTS
1 INTRODUCTION......................................................................................................................1
1.1 BRAND MANAGEMENT...................................................................................................3
 1.2 MARKET POSITIONING....................................................................................................4
2 SWOT ANALYSIS.....................................................................................................................6
2.1 STRENGTH.......................................................................................................................7
2.2 WEAKNESS......................................................................................................................7
2.3 OPPORTUNITY.................................................................................................................7
2.4 THREATS.........................................................................................................................7
2.5 COMPETITORS.................................................................................................................8
3 ANSOFF MATRIX.....................................................................................................................9
3.1 Market penetration........................................................................................................9
3.2 Product Development:....................................................................................................9
3.3 Market Development....................................................................................................10
3.4 Diversification...............................................................................................................10
4 REFERENCES.........................................................................................................................11

TABLE OF FIGURES
Figure 1: Amazon echo-smart speaker with Alexa....................................................................2
Figure 2: ANSOFF MATRIX......................................................................................................8
1 INTRODUCTION
Amazon.com (Echo DOT-Smart Speaker with Alexa)
Alexa is Amazon’s cloud-based voice service offered on tens of voluminous devices
from Amazon and third-party device makers. With Alexa, you'll build natural voice
experiences that provide customers an additional intuitive thanks to move with the
technology they use on a daily basis. The gathering of tools, APIs, reference
solutions, and documentation makes it straightforward for anyone to create with
Alexa. Amazon Echo could be a hands-free good speaker that you just management
exploitation your voice. It connects to Alexa – a cloud based mostly voice service to
play music, make calls, check weather and news, set alarms, management good home
devices, and far additional. Echo has powerful speakers that fill the area with
immersive 360° omnidirectional audio, and deliver crisp vocals and dynamic bass
response. If we have a tendency to simply fire a song, artist, or genre from favorite
music services like Amazon Prime Music, it'll work. Exploitation multi-room music,
you'll even play music across multiple Echo devices at a similar time. With seven
microphones, beam-forming technology, and noise cancellation, Echo hears you from
any direction-even in clamant environments or whereas enjoying music. Beginning
the day, Alexa works well as associate degree timepiece. You’ll set voice timers,
reminders and alarms by reproof Alexa and exploitation normal language “Alexa, set
associate degree alarm for eight.30am”, “Alexa set a reminder to pay my bills”, and
so on. However you'll conjointly link along some totally different actions during a
routine which will be triggered with one voice command. Call or message associate
degree one hands-free UN agency conjointly has an Echo device or the Alexa App.
merely raise "Alexa, however do I discovered calling?" to induce started. Controls
lights, plugs, and additional with compatible connected devices from Philips, Syska,
TP-Link and Oakter. Alexa is often obtaining smarter and adding new options and
skills. Alexa also will order food likewise.

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Figure 1: Amazon echo-smart speaker with Alexa

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1.1 BRAND MANAGEMENT
Amazon has been making history since the mid-1990s when the founder and CEO
Jeff Bezos decided it was time to revolutionize the way people shopped and read
books. Amazon has emerged as the largest e-commerce websites in the United States
that imports and exports goods all around the world. In a time when technology is
advancing so rapidly, it’s no surprise that Amazon has come out with its new digital
voice assistant the amazon echo. Amazon is looking to position the echo as an all-
round personal assistant that can be incorporated into all aspects of the user’s life and
is more comparable to household appliance than a typical smartphone accessory. The
echo is a step toward a time when electronics can complete any task for us at click of
a button. The amazon echo is a sleek black cylindrical speaker that stands 9.25 inches
tall. It is advertised to answer to "Alexa" from anywhere in a room. Amazon has
created a free companion app that allows its users to connect their smartphone to the
echo and make their experience even more convienent.The echo can play music,
report traffic and weather, give information on nearby business, access Google
calendar, create lists, control lights, provide sports scores, order pizza and even
request Uber.[ CITATION jee18 \l 1033 ] [ CITATION dev18 \l 1033 ]

According to estimates by the online publication Voicebot.ai, Amazon had sold over
20 million Echo units (featuring Alexa) by October of last year—and this was before
Black Friday and the holiday season. Three separate reports in 2017 placed Amazon’s
US market share of smart speakers between 70% and 76%. In contrast, Google, which
launched its Home product (featuring Google Assistant) in Nov. 2016—Echo was
made available to the public in June 2015—only captures between 15% and 24%,
according to those same reports.[ CITATION mar17 \l 1033 ] [ CITATION Kar18 \l 1033 ]
[ CITATION ama18 \l 1033 ] The preference Americans have shown for Alexa over
Google Assistant isn’t founded in the products’ respective technical performances,
however. A recent study conducted by 360i, a New York-based digital marketing
firm, found Alexa is significantly worse than Google Assistant at answering questions
and executing commands across various topics [ CITATION cia181 \l 1033 ] [ CITATION
Fow18 \l 1033 ].

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1.2 MARKET POSITIONING
Amazon has recently entered the intelligent personal assistant (IPA) business with the
discharge of the Amazon Echo. Whereas Amazon has already established itself as a
market leader within the on-line retail business, it's attempting to expand its market
share inside IPA class. The goal is for Amazon to utilize its complete power to expand
into the IPA market whereas maintaining loyalty to its company values, customers
and overall business set up. The amazon echo falls into the business of digital
assistants that's still evolving to the present date. From the medical aid of the calendar
on the origin Personal digital Assistant (PDA) came the trend of associate degree
unnaturally intelligent digital assistant that keeps track of quite simply a calendar with
the utilization of IPA technology. IPA technology started as a trend that evolved over
time into associate degree expected product feature with new personal technology
that's delivered to general public. The industry regarding IPA showed one.4 p.c
growth in 2014 reaching a price of $95,553.8million.This rate of growth is anticipated
to extend to nineteen.3% by 2019 because the business has nevertheless to achieve the
mature part of industry's life cycle. The highest business player’s area unit Apple Iraqi
National Congress. Google Inc., and Microsoft Co. with their IPA's SIRI, Google
currently and Cortana, severally. These 3 firms and Amazon area unit competitor on a
similar geographic level with a robust international reach. The market that these four
firms share with reference to their IPA's is one that's presently undergoing growth and
establishing itself as a separate entity from the smartphone/tablet/computer market.
The amazon Echo is presently the primary IPA to be its own standalone product
(speaker) that's making an attempt to search out a distinct segment as a free ménage
accessory [ CITATION Cla16 \l 1033 ] .Based upon associate degree analysis of the info,
people aged 35-50 within the higher socio-economic class that area unit filmable to
new technologies ought to be the main focus within the Echo's positioning. Amazon
has the #1 perceived complete consistent with complete indexes since 2013. Amazon
has associate degree impeccable name and will utilize this data within the
stigmatization of the Echo. The echo will function a sensible eco-system that provides
management over the digital platforms like cars, computers, appliances, home
fixtures, and alternative devices whereas at a similar time connecting to Amazon's on-
line talents of permitting simple purchases[ CITATION cia18 \l 1033 ] [ CITATION nsi10 \l
1033 ].

4|Page
 A trend towards cloud-based processing combined with technological products that
can perform tasks on command gives Amazon echo a unique opportunity. The echo
can capitalize on increase artificial intelligence and voice recognition software,
increased use of streaming music services and increased desire for hands-free
technological products.

Amazon has made an aggressive entry into the voice control technology market in the
past three years. Its smart speaker product line has grown from the original Amazon
Echo to at least five other products that include Echo Show, which features a video
screen, and Echo Dot Kids Edition, which comes in a protective case and can
encourage children to say “please” when addressing it [ CITATION Sta18 \l 1033 ]
[ CITATION Wei18 \l 1033 ].

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2 SWOT ANALYSIS
Strengths:

 Makes life easier

 Accessible
 Hands Free
 Good for vision impaired
 Easier for children to do their homework

Weaknesses:

 In home use only

 No internet, no Alexa
 Voice Recognition Problem

Opportunities:

 Make product potable

 Better voice recognition for those with accents

Threats:

 Competition – Google Home & Siri

 Takes away learning capability.
 Hackers can see your search history.

[ CITATION IKu15 \l 1033 ]

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2.1 STRENGTH
Alexa can do just about anything as far as it being phone and computer all in one.it is
also a hand free device so it’s very good when multi-tasking [ CITATION Dre18 \l 1033 ].
Alexa is based on your voice command. The range is wide when it comes to the
capabilities like it can go from ordering pizza to planning vacations two month away.
Alexa helps to make life easier as it is hands free and one of the main advantage is for
visually impaired people as it is hands free and can be done through voice. Alexa
provides all kinds of information whether news or any kinds of topics. So not only
adults but children’s can do their homework easily [ CITATION Ovi18 \l 1033 ].

2.2 WEAKNESS
Alexa lets you know after you asked something and does not know the answer that
you have to install that specific skill [ CITATION Bry181 \l 1033 ]. Alexa is for home use
only. You cannot use it outside. The main thing that Alexa needs is internet.

2.3 OPPORTUNITY
Amazon is one of the largest e-commerce website that imports and exports goods all
around the world [ CITATION Bry18 \l 1033 ].

2.4 THREATS
Google play can do just about the same things but Alexa can show you.

There are many companies out there vying to provide the strongest connected home
platform. Count Apple, Samsung (SmartThings), Nest, Google (with its Brillo OS),
and many others among them. Amazon may win that distinction, because it
immediately hooks them up with a speaking and understanding intelligence in the
home. Discussing about the threats Amazon still has many competitors who on a daily
basis still try to steal as much of the market from them as possible. So there are
competitors like Overstock.com, Buy.com, Wal-Mart, and EBay who can steal some
of Amazon.com’s market share. One of the largest external factor that is out of the
control of Amazon.com is the possibility of people reverting to shopping at brick-and-
mortar stores instead of online. Amazon being an online store only can hinder their
success if there is an incident that occurs across the web that makes the consumers
feel threatened or feel there information is not safe while ordering products

7|Page
online[ CITATION Alb17 \l 1033 ][ CITATION rob18 \l 1033 ] [ CITATION www185 \l 1033 ]
[ CITATION UKE18 \l 1033 ].

2.5 COMPETITORS
AMAZON ECHO VS GOOGLE HOME

The smart features of the Google Home and Amazon Echo lines are broadly similar –
speak to them, and you’ll be able to do anything from playing back music, having
general knowledge questions answered, controlling smart home gear, and setting
alarms and timers.

Google Home's abilities are, by default, accessible to all – barring pairing up third-
party smart home devices with your Google Home system, if you've made a request
that the Google ecosystem can understand, it’ll carry out the required response
unprompted.

Alexa, on the other hand, relies on the installation of skills – individual, app-like sets
of related voice commands focusing on certain topics or abilities. Handled and
activated through the Alexa app on smartphones, these can range from getting
information on local transport times, or to activating voice-controlled games.

There's no right or wrong approach really – Google's is simpler, but Alexa's

encourages faster and broader development and support from third-parties.

We prefer the Echo, now in its second generation, over the Google Home for its depth
of capabilities, wide smart-home device support, ability to play the most popular
music streaming services, and slightly superior sound quality. In addition to its built-
in features, the Alexa platform includes a growing list (more than 15,000 at last count)
of “Skills,” akin to apps on a smartphone, that unlock capabilities such as reading
recipes, ordering pizza, or calling an Uber. Not all of its Skills are useful, but the Echo
still does far more than the Google Home does. The Echo is not the all-capable
computer from Star Trek, but it is a smart digital assistant that’s constantly improving
as Amazon adds more abilities to it.Amazon offers several other Alexa-enabled smart
speakers in addition to the standard-model Echo: the smaller Echo Dot, which is a
good choice if you want to connect it to your own (higher-quality) speaker system; the
Echo Plus, with a built-in Zigbee smart-home hub; the portable Echo Tap; and the
video-enabled Echo Show, along with the smaller Echo Spot and the fashion-focused

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Echo Look. There are also some third-party options available, including the Sonos
One and the Eufy Genie from Anker [ CITATION Gra18 \l 1033 ].

3 ANSOFF MATRIX

Figure 2: ANSOFF MATRIX

3.1 Market penetration

Market penetration is termed as selling existing products to existing markets. Amazon
uses market penetration strategy aggressively[ CITATION Joe06 \l 1033 ]. Sophisticated
user experience features in general and Recommendations feature on e-retailer’s
website in particular play an important role in the application of market penetration
strategy[ CITATION Joh18 \l 1033 ]. Specifically, the e-commerce giant focuses on user
experience personalization thanks to efficient application of data science and machine
learning with positive implications on the volume of sales of existing products to
existing markets [ CITATION Kau18 \l 1033 ].

3.2 Product Development:

This involves developing new product to sell to existing markets. Development is one
amongst the core ways employed by Amazon. Started by Jeff Bezos marketing solely
physical books on-line in 1997, these days Amazon sells something which will be
sold-out on-line [ CITATION Joh181 \l 1033 ] . The biggest web retail merchant within the
world by revenue sells quite five hundred million product, as well as product sold-out
9|Page
by third parties on Amazon platform [ CITATION ken18 \l 1033 ]. High product classes
embody article of clothing, shoes, jeweler, home and room appliances, books,
electronic devices, sports and out of doors things and other[ CITATION Pau18 \l 1033 ].

3.3 Market Development

Market development strategy is related to finding new markets for existing
merchandise [ CITATION Cla18 \l 1033 ] . Amazon is engaged in market development in a
very systematic manner. Started solely within the United States of America, Amazon
presently has country-specific sites in thirteen countries, as well as North American
nation, the UK, China and Asian nation [ CITATION Geo18 \l 1033 ] . Moreover, Prime
Free Same Day and Prime Free in the future services square measure on the market in
additional than 8000 cities and cities [ CITATION Mic18 \l 1033 ]. Prime currently
service is on the market in additional than fifty cities in nine countries.

3.4 Diversification
Diversification involves developing new product to sell to new markets and this is
often thought-about to be the riskiest strategy [CITATION The18 \l 1033 ]. Amazon uses
diversification to a definite extent [ CITATION MIA18 \l 1033 ] . As a results of
diversification strategy Amazon presently operates in media, hardware, advertising
and different business segments [ CITATION RIL18 \l 1033 ].

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4 REFERENCES
Clayton M. Christensen, T. H. K. D. D. S. D., October4,2016. Competing against
luck:The story of innovation and Customer choice. s.l.:s.n.

Anon., 2017/05/10/. nside-the-amazon-echo-show-and-its-impact-on-the-voice-first-

revolution. [Online]
Available at: https://www.forbes.com/sites/quora/

Anon., 2018. amazon-echos-dominance-in-the-smart-speaker-market-is-a-lesson-on-

the-virtue-of-being-first/. [Online]
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market-is-a-lesson-on-the-virtue-of-being-first/

Anon., 2018. developer.amazon.com. [Online]

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branding-guidelines.html

Anon., 2018. www.amazon.com. [Online]

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Castillo, M., n.d. cnbc. [Online]

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ciacca, c., November 27,2018. Amazon echo review-is this the future of computing.
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Clauser, G., 2018. Amazon Echo vs Google home-Which Voice Controlled Speaker is
Best for You?, s.l.: Wirecutter.

Clayton M.Christensen, M. E. R., 2018. The Innovators Solution. s.l.:Amazon.com.

Dillon, D., 2018. The Opportunity and Threat Of amazon echo, s.l.: medium.com.

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Essays, U., 2018. Internal an external strategy, s.l.: s.n.

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galvan, B., February 26,2018. Alexa Swot Analysis-. [Online]

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Galvan, B., February 6,2018. Alexa Swot Analysis, s.l.: MARKETING.

greenspan, r., 2018. Amazon.com inc.SWOT analysis and Recommendations.

HEALTH, M., 2018. ANSOFF MATRIX FOR BEGINNERS. s.l.:CreateSpace

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higginBotham, S., june 2018. fortune.com. [Online]

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IKurt gaubinger, M. r. S. w., 2015. nnovation and Product Management:A holistic and
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Joel West, H. C., 2006. Open Innovation:Researching A New Paradigm. s.l.:Google

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jurevicius, O., 2018. Swot analysis of amazon (5 Key strengths in 2018). [Online]
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Kara Braun, A. c. C. s. T., 2018. The amazon echo Advertising Strategy. Amazon
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kennedy, j., 2018. AMAZON(ANSOFF'S Matrix), s.l.: Prezi.

Kim, A., July 30,2017. Swot Analysis.

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Lindegaard, s., 2018. The Open Innovation Revolution:Essential,Roadblocks and
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O'brien, c., nov 18,2018. Amazon echo. the irish times,sun nov 18,2018,.

Riley, G., 22nd January,2018. ANSOFF:Inside the Amazon store of the future, s.l.:
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RILEY, J., 2018. ANSOFF MATRIX, s.l.: tutor 2U.

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