Amazon’s Innovation, Sustainability, Global Market

Amazon’s Innovation, Sustainability, Global Market


The current concept of Amazon is linked with growing its business through electronic commerce operations. It possesses a significant number of storages, covering the U. S. and other countries, providing a possibility of prompt two-day delivery. Nonetheless, the number of direct sales does not show sufficient growth. The paper is dedicated to the study of Amazon’s long-term goals and analyzing its strategies for future development.

The Future Strategy of the Company

E-commerce is a low-margin business, and Amazon now takes control of around 50% of online sales in the United States (Kumar, 2016). Even though the online sector is Amazon’s strong side, it has to develop offline facilities to be successful in the future. Currently, revenues in e-commerce make just around 10 % associated with the $5 trillion spent by the particular Americans, and talk about of online household goods purchase is simply 2% (Dyer, Godfrey, Jensen, & Bryce, 2016). Thus, Amazon offers to discover fresh channels of making sales to secure the particular future of the organization. Even though the particular company is continually operating on developing client habits to store online, consumer conduct in some sectors continues to be inflexible. Hence, in the moment, Amazon . com loses a substantial a part of its possible clients in spheres where its rivals provide excellent off-line experience. Offline leaders, such as Walmart, make more compared to 50% of their own revenues selling household goods, and one for the future goals of Amazon . com is to earn part of their marketplace share (Garner, 2018).

Another essential field where Amazon . com might compete with Facebook and Google is advertising. It is one of the strongest tools of e-commerce, having a possible of opening the huge stream associated with revenues. Having the strong infrastructure, Amazon . com plays a substantial role within the fog up computing sector. This particular is a really profitable industry, plus experts claim that will Amazon’s revenues within this area will certainly triple already simply by 2022 (Kumar, 2016). Thus, even although offline retail types a significant chance, it makes just one of the numerous essential factors, providing regarding the company.

Resources and Methods Necessary for Competitive Benefit Over Time

The strategy of Amazon . com is within shifting the particular traditional behavior associated with users to implementing more innovations, a lot more advanced than old fashioned discount systems. The particular structure of consumer satisfaction has right now changed from accessibility (coverage) and prices policy to product, shifting the off-line shopping experiences in order to the past. As a result, Amazon is getting into a traditional off-line market, claiming great share of the revenues in the particular future. Amazon currently possesses a large database of customers, unifying information acquired from Amazon Set off, Fresh, Prime, Alexa, and Whole Food items. The integration from the information will offer commodity in standard food shopping. The primary focus of the particular company is in order to provide a chance to save period doing shopping on-the-go, buying regular household goods, and making buys being flexible within time. Providing the positive customer encounter in most these 3 sectors will create Amazon an immortals player in the marketplace (Dyer et al., 2016).

Amazon’s Price and Differentiation Advantages

Differentiation benefit of Amazon . com is that it pursues cost leadership strategy, compared to traditional bricks and mortar type of retailers. The company possesses a vast network of warehousing facilities, as well as processing infrastructure, giving a big advantage in the form of a physical economy. Amazon company is extremely focused on customer satisfaction, and one of the main competitive advantages of the company is related to its customer focus. The company immediately reacts to the facts of customer complaints, which encourages clients to make more purchases. Thus, the differentiation of the company is linked with its successful marketing (Dyer et al., 2016).

Company’s Corporate Strategy

Concentric diversification builds up the core of Amazon corporate strategy. It is linked with supplying easier access to technological innovations for businesses, in order to promote its success. At the same time, Amazon pursues cost leadership concept, the goal of which is to offer the best value at the lowest price. Final stage is providing coverage, which satisfies customers’ shopping needs (Kumar, 2016). Thus, it can be said that the company is highly focused on providing a flawless user experience.

Amazon’s Vertical Integration

The company has been extremely focused on vertical integration from the very beginning. Its founder, Jeff Bezos, had an idea of giving orders to the particular publishers or marketers, which makes them send the particular ordered books in order to the clients. Within a while this is becoming clear that will their infrastructure does not work out to provide the purchases on time, leading to customer complaints. It was the reason in order to build a competent internet of stockroom facilities, providing functional promptness. After the particular system was constructed, the organization gave possibilities to the companion companies to utilize this particular infrastructure for keeping their products. Ultimately, Amazon’s focus protected fresh groceries shipping, for which transportation and employees required to be discovered. Next stage which usually allowed to carry out business scaling has been providing these incorporated services to the particular other companies. Following stage will most likely are the options associated with drone delivery plus distribution robotization (Garner, 2018). As it happens that will Amazon has reinvented the whole strategies due to the particular company’s concentrate on straight integration.

The Importance of Tactical Alliances

In in an attempt to break the collection separating online plus offline shopping encounters, Amazon works upon encouraging product producers to create strategic forces. Such companies because Whirlpool, Brother, plus Brita have currently become Amazon’s companions as a component of DRS (Dash Replenishment Service) system, the aim associated with to implement improvements into household home appliances. Such collaborations are usually designed to develop a stronger connection associated with Amazon with the customers and in order to spread the web commerce market. Alliances associated with Amazon along with other businesses are based upon a win-win technique, strengthening relations among the company plus its suppliers, simultaneously providing exceptional services and products to the client (Garner, 2018).

Detail the Company’s Competitive Advantage

Amazon’s competitive advantages consist of brand’s positioning, distinctive user experience, client policies, reading user reviews, individualized approach, affordable prices, rewarding activities, an array of items, a system associated with distribution and storage, loyalty programs, along with other aspects. Brand placement covers the truth that will Amazon not just has turned into a leader within its category yet also makes the customers acquainted along with a huge range associated with new types of items (Kumar, 2016).

Organizational Chart associated with the Company

Amazon has a hierarchical organizational structure, exactly where the senior administration team is displayed by two Entrepreneurs, three Vice Presidents, and a Globally Controller. The group is responsible for the almost all important aspects, confirming to the Main Executive Officer Shaun Bezos (Garner, 2018). Despite the truth that Amazon is really a business giant, the organization shows high versatility and adaptation in order to changes.


In a program of two years since the organization was founded, Amazon . com managed to incorporate by itself within the life associated with every American, getting ruined the criteria associated with conventional bricks-and-mortar store trading. Some time back again online shopping has been know-how, giving versatility and even uniqueness, nonetheless, now on the internet retail has remnants of applying limitations on business. Expanding to the offline market and modifying it gives a way to provide the highest standards of customer experience.


Dyer, J. H., Godfrey, P., Jensen, R., & Bryce, D. (2016). Strategic management: Concepts and cases. Hoboken, NJ: Wiley.

Garner, B. A. (2018). Amazon in the global market. Journal of Marketing and Management, 9(2), 63-73.

Kumar, R. (2016). Strategic financial management casebook. London, England: Elsevier.

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