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Costco Executive Summary

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Executive Summary
The objective of this report is to develop an integrated communications plan (IMC) for Costco Wholesale Corporation.
Introduction
Research has indicated that Costco has room for improvements in digital and online shopping. This integrated marketing communications plan will focus on Costco in marketing efforts while increase the growth in internet sales competing with Amazon (Team, 2014).
Integrated Communications Plan Objectives
Attract New Customers
Costco has a good marketing strategy with low cost investment on advertisement. New marketing strategy will be in place for attracting new customers online like Costco opened the first warehouse in Adelaide in Australia on November 2014 (Company overview, 2014).
Retain Existing …show more content…

Costco’s Kirkland signature brand is to be as good and cheaper. Ten percent of Costco warehouse products carry the Kirkland signature label. Costco’s webpage will emphasis on Kirkland products by improving the layout and design (Phipps, 2009).
Marketing and Corporate Objectives
The goal is to achieve ten percent increase in online sales over the next twelve months. Innovation with products to attract new customers and staying focused on Costco core business.
Market Analysis
Costco is a global company with a strong brand image with good value. Currently, Costco is facing challenges to get market share from online sales competing with Amazon, eBay and Sam’s club. While Costco has a larger customer base, there are some factors that make Sam’s club a more attractive choice for customers, thus making it a potential threat (Team, 2014).
Costco Wholesale Corporation and Amazon SWOT …show more content…

Costco ranks seventeenth place among online retailers. Majority of the stores in North America. Costco to expand the online presence with new products and reaching to customers quickly. Costco biggest threat is survive from the intense competition from Amazon and Walmart who are in top five places among the online retailers.
Source (Team, 2013).
Considering the rapid growth of Amazon’s product categories, showrooming warehouse becomes an even greater threat. Page speed is one of the focuses for Amazon success factor. Opportunities on the loading time for the Costco page can have a large impact in user experience and sales. Costco search bar will have a significant impact on the user to find their desired product the more likely that the user will purchase (Oxford, 2013). Following is the Amazon SWOT analysis (see Table 2).
Table 2
Amazon SWOT Analysis
Strengths Weaknesses Opportunities

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