Amazon.com founded by the legendary Jeff Bezos was one of the pioneers of e-commerce phenomenon when it launched the world's biggest online book store. Thereafter it went on to upscale its business to offer music, software, office products, electronics, health products and much more. Although Jeff Bezos did not have enough experience about the dynamics of the retailing business, the exponential growth of the Internet made him envision a huge growth opportunity waiting to be tapped. He opted to start the company from Seattle as it was a repository of a huge talent pool and also nearer to one of the largest book wholesalers operating from Rosenberg, Oregon. From very humble beginning within the confines of a garage, to becoming the largest virtual bookstore, Amazon.com has seen it all. (Kotelnikov, 2011)
(1) (i) Identification and evaluation of Amazon's Strategic position in the context of its internal and external environment:
Strategy is associated with aligning organizational resources and capabilities to the opportunities which arise in the external environment. Overall it has been observed that greater the rate of change in an organization's external environment, the greater likelihood of the organization's internal resources and capabilities to provide a secure base for long-term strategy. In case of Amazon.com, as it is a fast-moving, technology-based company, new companies are launched around specific technological capabilities. When a company is encountered with the imminent obsolescence of its core product, whether its strategic focus on continuing to cater to the basic customer requirement or on deploying its resources and capabilities in other markets, Amazon has diversified from its core business of books to include other merchandise like music, health products etc. (Grant, 2007)
(1) (ii) Assessment of Amazon's internal and external environment to describe its current strategic position and strategies.
The external environment was never favourable for Amazon as it was a contemporary company during the dotcom era. With a lot of companies going bust during that era, Amazon was among the few winners to have emerged colourful from being a $4 billion company in 2002 to about $20 billion in 2008. The company was able to survive the dotcom bust since it was equipped with a feasible and innovative business model which...
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