In the following, the Amazon.com case study will be critically analysed and evaluated. High emphasis will be put on the company’s global business policies and strategies from its foundation in 1995 till now by examining the internal and the external environment. The online retailer followed a long-term strategy in order to fulfil its vision and values, incorporating global growth, diversification in product categories and building up the world’s most customer-centric company. Furthermore, Amzon.com’s strategic decision-making and problem solving processes will be carefully analysed and how it responds and copes with changes and difficulties arising from the business environment. This report outlines in the last step the future tendency and the future direction of the organisation by highlighting the strategic thinking behind a long-term approach. Concluding, recommendations will be given which focus on revising their strategy and applying scenario planning.
Table of Contents
- Abstract
- Contents
- List of Appendices
- Introduction
- Assignment Structure
- Background of Amazon.com
- Terms of Reference
- Question One
- SWOT Analysis of Amazon.com
- Question Two
- Question Three
- Conclusions and Recommendations
- References
- Appendices
Objectives and Key Themes
This case study critically analyzes and evaluates Amazon.com's global corporate strategy from its inception in 1995 to 2006. The analysis examines the company's internal and external environments, strategic decision-making processes, responses to challenges, and long-term strategic thinking. The study aims to understand Amazon.com's approach to global growth, diversification, and customer-centricity, ultimately offering recommendations for strategic improvement.
- Amazon.com's global expansion and diversification strategies
- Amazon.com's strategic decision-making and problem-solving processes
- The evolution of Amazon.com's business model
- Analysis of Amazon.com's competitive landscape
- Recommendations for future strategic direction
Chapter Summaries
Introduction: This introductory section sets the stage for the case study, outlining the assignment's structure and providing background information on Amazon.com's origins and rapid expansion from an online bookstore to a leading e-commerce retailer. It also establishes the key strategic concepts and models used in the analysis, referencing the Global Corporate Strategy module at the University of Sunderland. The section highlights Amazon.com's significant revenue growth alongside persistent losses, creating an intriguing context for the subsequent analysis of its strategies. The "Terms of Reference" subsection introduces the framework for strategic understanding by De Wit and Meyer (2004), which will underpin the entire case study.
Question One: This section delves into an analysis of Amazon.com's global policies and strategies using relevant concepts and analytical techniques. It is highly likely that a SWOT analysis forms a core component of this section, examining the company's internal strengths and weaknesses and external opportunities and threats. This analysis would be crucial in understanding the drivers of Amazon.com's success and challenges in the competitive online retail market. The chapter likely connects these findings to broader strategic frameworks, giving a detailed assessment of Amazon's strategic positioning.
Question Two: This chapter focuses on Amazon.com's strategic decision-making and problem-solving processes, exploring how the company responded to changes and difficulties in the business environment. It likely investigates specific instances of strategic choices and their outcomes, illustrating the company's adaptability and resilience. This analysis would delve into the mechanisms Amazon.com used to identify and address challenges, analyzing their effectiveness and informing future recommendations.
Question Three: This section analyzes Amazon.com's strategic direction post-2004, considering the strategic thinking behind their long-term approach to developing an e-commerce business model. This is likely a forward-looking chapter, speculating on future growth based on past performance and current market trends. The chapter would provide insight into Amazon.com's vision and strategic planning horizons, discussing its anticipated trajectory and potential challenges in maintaining its leading position in the market.
Keywords
Amazon.com, global corporate strategy, e-commerce, online retail, SWOT analysis, strategic decision-making, diversification, global expansion, competitive advantage, long-term strategy, business model, customer-centricity.
Frequently Asked Questions: Amazon.com Case Study
What is this document?
This document is a comprehensive preview of a case study analyzing Amazon.com's global corporate strategy from 1995 to 2006. It includes the table of contents, objectives and key themes, chapter summaries, and keywords. The information is intended for academic use, facilitating analysis of the themes within the case study.
What topics are covered in the case study?
The case study critically analyzes Amazon.com's global corporate strategy, examining its internal and external environments, strategic decision-making processes, responses to challenges, and long-term strategic thinking. Key themes include Amazon.com's global expansion and diversification strategies, strategic decision-making processes, the evolution of its business model, its competitive landscape, and recommendations for its future strategic direction.
What is the structure of the case study?
The case study follows a structured format: An introduction sets the context, providing background on Amazon.com and outlining the study's framework. Subsequent chapters delve into specific questions, likely including a SWOT analysis (Question One), an examination of Amazon's strategic decision-making (Question Two), and an analysis of its long-term strategic direction (Question Three). The study concludes with conclusions, recommendations, references, and appendices.
What analytical methods are used?
The case study utilizes a range of analytical techniques. A SWOT analysis is likely employed to assess Amazon.com's internal strengths and weaknesses and external opportunities and threats. The analysis also draws upon broader strategic frameworks to provide a detailed assessment of Amazon's strategic positioning and decision-making processes.
What are the key findings or arguments likely to be presented?
While specific findings are not detailed in the preview, the document suggests the case study will explore Amazon.com's rapid growth, persistent early losses despite significant revenue, its strategic choices and their outcomes, its adaptability and resilience in response to challenges, and its long-term vision and strategic planning. The analysis will likely highlight the factors contributing to Amazon's success and challenges in the competitive online retail market.
What are the key keywords associated with this case study?
Key keywords include: Amazon.com, global corporate strategy, e-commerce, online retail, SWOT analysis, strategic decision-making, diversification, global expansion, competitive advantage, long-term strategy, business model, and customer-centricity.
Who is the intended audience for this case study?
The intended audience is primarily academic, designed for students and researchers analyzing themes in global corporate strategy and e-commerce. The OCR data is explicitly stated to be for academic use only.
What is the timeframe covered by the case study?
The case study covers Amazon.com's global corporate strategy from its inception in 1995 up to 2006.
- Quote paper
- Miriam Mennen (Author), 2006, Global Corporate Strategy - A Critical Analysis and Evaluation of Amazon.com, Munich, GRIN Verlag, https://www.grin.com/document/145359
