My paper contains information that is relevant to case study of Amazon and can benefit business students, particularly those studying international business. It contains background information about the company, including stakeholder analysis and evaluation, recommendations for continued success a...
Amazon began as an online retailer for books in the 90s and has grown to become one of
the largest tech players in the world. Jeff Bezos, the founder of the company, had a vision for
growth of the company to become the largest online marketplace in the world, hence the name
Amazon of the longest river in the world. Bezos owns 19.4% stake in the company that has a
board of directors. Amazon is oriented towards customer satisfaction in various ways such as
continual website improvement and providing recommendations that is customized based on
available consumer information (Hoffman, 2013). This paper shall be analyzing major facts for
the Amazon case and coming up with recommendations for improvement.
Problem Identification
To begin with, one of the challenges that Amazon faces is keeping competitors at bay.
Amazon faces major competition from other big companies such as eBay and German-based
Metro AG (Hoffman, 2013). EBay gained significant success in the past by linking buyers and
sellers online to sell and purchase anything. Both companies also had same growth strategies that
included acquisitions of several other companies. Metro AG, on the other hand, became on the
biggest global retail and wholesome companies that was a result of several retail companies
merging. Metro AG was also geared towards customer orientation, innovation, sustainability and
efficiency, just like Amazon. Other sources of competition came from Apple’s introduction of
iPad to compete against Amazon’s Kindle(Well et al.2015) as well as companies that provided
their own products such as Netflix. Amazon has continued to tackle competition by directing
additional resources towards technology, infrastructure, marketing and fulfillment as well as the
negotiation of better deals from suppliers and adoption of more aggressive pricing.
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