Discussion Questions:
1. As a second-mover in the SVOD market, is Amazon Prime making a sound strategic decision by targeting college students and young mothers?
2. What adopter categories with respect to consumer behaviour do these targets fall in to?
3. Is there another audience that would be more beneficial to capture in order to gain market share?
4. Explain who this audience would consist of and the adopter categores that should be targeted.
5. List three reasons for and against changing the marketing strategy to capture these users.
Supplementary assessment
Instructions: You have been provided a case titled "Amazon Instant Video" (see next page). In order to complete this supplementary assessment, do the following:
1. Please read the case study attached carefully.
2. Answer all five (5) questions that follow the case study.
3. Each answer is worth 8 marks for a total of 40 marks (5 x 8 marks).
4. Each answer should be no more than one page in length.
5. The answer document should be submitted in word format via the link for Supplementary Assessment submission in Moodle.
6. Use 1.5 line spacing and Times New Roman font.
7. Clearly number each answer.
8. Please attach a cover page to the submission document with unit code, unit name, student name, student ID and campus.
Note: Only use the industry/company information provided in the case.