Amazon.com, headquartered in Seattle, Washington, is a Fortune 500 company. Established by Jeff Bezos in 1995, it has experienced remarkable growth and now dominates the e-commerce sector. It caters to customers across the globe via its international websites and an extensive network of fulfillment and customer service centers.
Amazon.com offers a diverse selection of items, ranging from books and electronics to tennis rackets and diamond jewelry. It has expanded its presence to multiple countries like the United Kingdom, Germany, France, Japan, Canada, and China. Additionally, Amazon.com has established more than 25 fulfillment centers worldwide that cover an area exceeding 12 million square feet.
Their strategy
In order to boost their online market presence, Amazon.com utilized their bookstore business by engaging with their customer base, suppliers, and partners. Their strategy involve
...d evolving into a comprehensive superstore that offered a diverse selection of products including books, music, videos, consumer electronics, toys, video games, software, and home improvement items. This approach led to the announcement of an Initial Public Offer (IPO) by Amazon.com and generated $50 million in revenue.
The incorporation of Information Technology was a crucial element in the overall strategy.
Due to the expansion of products on amazon.com, their customer base grew and their operation became more complex in terms of warehousing, inventory management, distribution, and fulfillment. To provide optimal service efficiency, they automated various steps in the ordering process. They made significant investments to quickly develop excellent retailing, fulfillment, and customer service capabilities required for their rapidly expanding and increasingly intricate business.
Amazon.com had invested $429 million in developing an advanced digital business infrastructur
and operations by 2000. This infrastructure connected nine distribution centers and six customer service centers in the United States, Europe, and Asia. It also allowed collaboration with brick-and-mortar retailers who wanted to establish an online retail presence and utilize Amazon.com's existing customer base.
The Market
The market expanded with the emergence of the dot-com boom, and Amazon.com capitalized on the internet to extend its reach to international markets. By early 2001, the company was selling products in more than 160 countries.
Their rivals
Amazon.com competes with retailers from different industries, including music, video, book, and entertainment. It also competes in apparel and accessories retail, auto parts retail, and camera and optical goods retail sectors. Notable competitors like ebay.com, Barnes and Noble Incorporated, and Columbia House are not included in the case study.
Their Weakness
Their downfall, in my opinion, stemmed from their failure to quickly establish the right partnerships. Although they partnered with popular online retailers such as drugstore.com, living.com, and pets.com, they eventually recognized the significance of collaborating with traditional retailers interested in entering the world of online retailing.
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