Sie sind auf Seite 1von 77

Amazon Strategic Plan http://www.scribd.

com/doc/24854038/Amazon-Strategic-Plan

Scribd
Upload a Document
Search Documents
Explore

Documents

Books - Fiction
Books - Non-fiction
Health & Medicine
Brochures/Catalogs
Government Docs
How-To Guides/Manuals
Magazines/Newspapers
Recipes/Menus
School Work
+ all categories

Featured
Recent

People

Authors
Students
Researchers
Publishers
Government & Nonprofits
Businesses
Musicians
Artists & Designers
Teachers
+ all categories

Most Followed
Popular

Sign Up
|
Log In

1 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

2 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

3 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

4 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

5 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

6 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

7 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

environmental telecom
policies
The
between
credit
technological, environmental
factors which on
2006
squeeze
liberalization,
will
and e-retailing
andorganisations
affect
legal 2011
andasthewith
opposed
environmentse-commerce
housing
sales
attovarious
rising
mightslump
heavyover
promotion
has an
influence
levels. It is and
organisation
important access
reliable
markets
entering
to
(Johnsonand
internet
through
India
increase
and
access
in for
legislation
reduced
100%.
industries
This
consumer
(Kobrin
(Held
growthetS,al.,
is
spending
2001)
fuelled
1999) byin the
the USA.
numberHowever,
of on- internet users
national
acquisitions
developingusers
the Chinese
consider
et al, P65).
the potential impact
consumer
line ofspending
householdsthe external
in theis US,factors
rising
which onhas
in Chinatheincreased
individual
and India dueorganisations (Johnson
by market.

/ 69

ment for Free

8 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

et al, 2006, P65). to high


85% economic
since growth in bothInternational
2000. (Euromonitor countries. (The
from
national statistics)

will have an annual disposable income exceeding for Amazon.com.


US$5,000. 143 million of these will be in Asia-
Pacific. Second only to Western Europe with 185
million. (Euromonitor International from national
statistics)

Social Increase in online social networking (e-Marketer Marketing needs to take


online, 2008) advantage of this new
channel

Product category risk and financial risk decrease Need to consider


online shopping (Sorce et al, 2005) overcoming risks to
increase users.

Growth of internet from 2002 to 2007 is 244.7%. Opportunity to increase


18.9% of world population use the internet market share.
(Internet World Stats, 2007)

Technological There is an increase in broadcasting, information Increased frequency of use


and telecommunications technologies for internetaccess and sources (e.g. mobile
devices, TV etc) for
internet access by online
shoppers

Rapid development of ‘high-speed’ network services Media-rich contents are


(e.g. broadband) increases usability of media-rich easily made available to
applications online shoppers

Environmental Global Warming/ Pollution Awareness Less car journeys, more


shopping online. (Matthews
et al, 2001)

Have to become more “green” to attract consumers Changing business


methods and environment
to become more “green”,
i.e. with postage and
packaging, work
environment.

/ 69

ment for Free

9 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

et al, 2000).

The Electronic Signatures Law: China's First Removes legal obstacles


National E-Commerce Legislation

Summary of PESTEL
Political, economic, social, technological progress indicates an increasing and attractive market

/ 69

ment for Free

10 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

to be exploited by Amazon.com. The Chinese and Indian markets have shown exceptional and provides a more
secure and transparent
growth. The use of internet as a social networking channel has created new opportunities
legal to be
environment (Yan,
2005).
exploited. Additionally, as environmental awareness increases globally (Stern et al, 2006) it is
Increased use of e-
important that Amazon.com’s strategy support environmentally friendly activities. Thecommerce
global for both
nature of Amazon.com’s activities also suggests that strategies developed should comply with and businesses
consumers
(Yan, 2005).
the different legal obligations internationally.

2.1.2 Industry and competitor analysis

The analysis on industry and competitor environment is important for organisations, because it

Porters Five Forces in the E-Retailing Industry

Porter’s Five Forces analysis is used to assess the attractiveness of different industries, and

/ 69

ment for Free

11 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

is useful for
therefore, it can
managers
help into
illustrating
understandthethe
sources
competitive
of competition
forces acting
in a particular
on and between
industrythe
(Johnson
organisations
et al, 2006, p78).
in the same industry (Johnson et al., 2006, p77).

Power of suppliers
Low – For standardised products that are easily available supplier power will be low
(12manage, 2008)
High - Specialised products and brands increase switching costs for buyers so the
suppliers have higher power. With Amazon products such as the Harry Potter books are
exclusive from publisher (Johnson et al, 2006)
High - Online shops making it easier for publishers/ brands to sell directly to consumers
without a third party (e.g. Blackwell’s), suppliers may not need Amazon (Johnson et al,
2006)
High – If there is a concentration of suppliers for certain products in the industry rather
than fragmented (Johnson et al, 2006)
Low - Global shipping has increased the amount of suppliers available (Bennett, 2007)

Threat of Substitutes Threat of new entrants


High - Physical stores and touch, feel, Competitive Rivalry Low – For online established retailers a
hear factors (Ward, 2001) High – As search engines are becoming strong brand image generates consumer
High - Renting products online instead the first choice for consumers when trust (Johnson et al, 2006)
of buying them is increasing in Low - Economies of scale – Retailers that
have refined technology and processes and

High – There is an increasing amount of


dotcom companies due to the little

Low - Strong experience in the online


High – The internet is a “Global retail industry gives e-retailers advantages
Market”, consumers can substitute any in terms of cost and customer loyalty
High - Capital requirement entry is a low
for online businesses’ as cost of lease
premises is minimal (Wiley et al, 2001)
Low – Catalogue/mail order although
not as popular still a substitute to online
Power of buyer
buying (Bennett, 2007)
High – There is a large variety of online shops
and comparison websites to compare best prices
(McGrath and Heiens, 2003)
Figure 3: Porter's five forces

Summary of key findings from Porter’s Five Forces

• The competitive rivalry amongst the e-retailing industry is intense. From some of the

• The threat of new entrants that are able to compete directly with Amazon.com is low
• The strong brand image of Amazon.com should be an advantage in any price wars

/ 69

ment for Free

12 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

d l titb Thi hi i fj fi h it li d lid t t G


t Sl Thi
ll i h bl t b i b lk ff th l t
largest to the smallest companies, dotcom businesses are abundant, making
competition intense. Amazon.com competes directly with big firms such as Barnes and
Noble and Ebay.

/ 69

ment for Free

13 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

14 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

15 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

16 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

17 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

18 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

19 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

20 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

21 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

22 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

23 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

24 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

25 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

26 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

27 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

28 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

29 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

30 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

31 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

32 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

33 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

34 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

35 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

36 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

37 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

38 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

39 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

40 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

41 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

42 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

43 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

44 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

45 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

46 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

47 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

48 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

49 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

50 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

51 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

52 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

53 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

54 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

55 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

56 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

57 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

58 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

59 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

60 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

61 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

62 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

63 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

64 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

65 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

66 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

67 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

/ 69

ment for Free

68 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

Download this Document for FreePrintMobileCollectionsReport Document


This is a private document.

Info and Rating

strategy
amazon
coursework
Vu Ngoc Quy Follow

Share & Embed

Related Documents

PreviousNext

1.
p.

/ 69

ment for Free

69 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

p.

p.

2.
p.

p.

p.

3.
p.

p.

/ 69
p.

ment for Free

70 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

4.
p.

p.

p.

5.
p.

p.

p.

6.
p.

/ 69
p.

ment for Free

71 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

p.

7.
p.

p.

p.

8.
p.

p.

p.

9.
/ 69
p.

ment for Free

72 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

p.

p.

10.
p.

p.

More from this user

PreviousNext

1.
62 p.

9 p.

11 p.
/ 69

ment for Free

73 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

2.
94 p.

52 p.

11 p.

3.
7 p.

10 p.

5 p.

4.
2 p.

/ 69
63 p.

ment for Free

74 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

8 p.

5.
23 p.

4 p.

69 p.

6.
49 p.

1 p.

1 p.

7.
/ 69
17 p.

ment for Free

75 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

147 p.

1 p.

Recent Readcasters

Add a Comment

Characters: ...

Zac Kannadyleft a comment

Awesome Strategic Plan. It is hard to find a for-profit company strategic plan on the web.

05 / 02 / 2011
Reply

This document has made it onto the Rising list!

02 / 22 / 2010
Upload a Document
Search Documents
/ 69
Follow Us!
ment for Free

76 of 77 6/8/2011 4:29 PM
Amazon Strategic Plan http://www.scribd.com/doc/24854038/Amazon-Strategic-Plan

scribd.com/scribd
twitter.com/scribd
facebook.com/scribd

About
Press
Blog
Partners
Scribd 101
Web Stuff
Scribd Store
Support
FAQ
Developers / API
Jobs
Terms
Copyright
Privacy

Copyright © 2011 Scribd Inc.


Language:

/ 69

ment for Free

77 of 77 6/8/2011 4:29 PM