A comprehensive case study of the strategies and management of Amazon.com.
Written in 2009; 8,153 words; 14 sources; APA; $ 174.95
Paper Summary:
The paper outlines the early history of Amazon, its current initiatives, transportation and shipping strategies and its marketing strategies in the US. The paper then discusses Amazon's international expansions, customer relationship management and competitors. The paper examines Amazon's application of the balanced scorecard method, its human resource management, leadership system and strategic planning process, strategic position, rationale and motivation for diversification, competitive advantage and core competencies. The paper concludes with recommendations for the company's future direction.
Outline:
Introduction
Early history
Current initiatives
Transportation and shipping
Marketing strategies in the US
International expansions
Customer relationship management
Competitors
The balanced scorecard
Application of the balanced scorecard
Strategic human resource management
Leadership system
The strategic planning process
Strategic position
Rationale and motivation for diversification
Strategic choices
Core competencies
Future direction
From the Paper:
"Amazon started its business in selling books online. In the subsequent years however, it adopted an aggressive expansion strategy that saw the online company diversify into a wide range of products and services. Because Amazon had established a strong position in so many industries with a great number of strategic alliances, the company became one of the best known brands at the beginning of 2004. The company's biggest strength was in the e-commerce business model that was at the core of all its operations. Amazon had a physical presence only to the extent that it had to build and maintain a number of distribution centers all over the world which could deliver the books online."
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