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Date Created: 12/20/15
AMAZON EMBA270:Strategy Formulation and Implementation ROBERT PAUL ELLENTUCK Mission Earth’s most customer-centric company,where customers can find and discover virtually anything they might want to buy online. First and foremost a technology company. Background Jeff Bezos 1994 – Idea! 1995 – Online bookseller begins 2 2 6 months:Garage -> 2,000 ft -> 17,000 ft 1997 – IPO Core Competency Technology Compelling online experience Innovation Pizzaeams Wish List,One-Click,Bottom of the Page Deals Efficient Distribution system for goods Proving the Business Model Operating costs – the Brick & Mortar challenge for inventory and distribution Competing Online Booksellers (Borders,Barnes & Noble) Continuing price war with Barnes & Noble Partnership with Borders Online retaileoys‘R’US,Office Depot,Target Industry Map Mom & Pop Price Large Amazon Selection Growth Single (bookstore) Dominant – Constrained (expanding products) Related – Constrained (branching out to services) Growth Concentric diversification Hesitant to move until move until model proven First,music CDs;complemented books Growth Concentric Diversification International Expansion Products RetailWebsite DVDs Canada Books Germany Electronics China Software Japan Line of Business Product Development Centers Amazon Grocery England Amazon Unbox Scotland Amazon Business Solutions India WebStore Germany Amazon S3 France Amazon Today Today,Amazon is the leading Internet retailer! - Over 12,000 employers - $700 million profit - $10.7 billion in revenue Five Forces Suppliers:Many suppliers,large buyer with great influence over purchasing of media New Entrants:First mover advantage;500-lb gorilla;Leverage services to other stores Substitutes:Other online retailers;brick & mortar Strategy Evaluation & Control Strategic Fit Portfolio of Projects are aligned Organizational Peformance Economies of Scale Innovation costs Sustainable competitive advantage Turnkey,Online Storefront Possible Strategies BackwardVertical Integration:NO Already strongly positioned as large buyer among many vendors ForwardVertical Integration:NO Already well established,efficient carriers Acquisitions:YES Buy new technology,expertise Competitive Sustainable Advantage Cost management Innovation Better recommendation engine,tools,user experience New ,expanded markets Broadening global reach Recommendations Acquisition Hardware:Innovative consumer electronics Online application designers,programmers Services:Marketing,advertising,product development Global:Non-English Divest Partners:cable providers Present Day Kindle
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