* Critically examine Amazon’s strategic positioning on the European market. Assess or evaluate the extent to which value innovations contributed to Amazon’s success as a global player (35 marks)
citation "Amazon Europe Strategy." 123HelpMe.com. 03 Feb 2013 <http://www.123HelpMe.com/view.asp?id=163597>.
Amazon.com Inc., is an American multinational company with headquarters in Seattle, Washington, United States, and operating in United States, Canada, United Kingdom, France, Germany, Austria, Italy, Spain, Brazil, Japan, and China. Amazon became the world's largest online retailer which started from the world’s biggest online bookstore with an international growth. Through its good reputation it expanded its product range, to a variety of stuff such as ; DVDs, CDs, MP3 downloads, softwares, electronics, apparel, furniture, toys,food,jewelry.
It’s CEO Jeffrey. P. Bezos, started the business in 1994, and named it after the Amazon river (the largest river in the world). He named it after amazon with the assumption that his business will be just as big and it would be great “brand name”, which he said its as important in a business as a person’s reputation. Amazon had 3 types of costumers;
1. Consumer costumer
2. Business costumers
3. Developer costumer
Building a great business is one thing, keeping its leadership in the market required constant innovation strategies, and Amazon was dedicated to it from the beginning. Amazon is a cost leadership because of its low price- high volume strategy. In order to keep up with the trends, the global culture and the significance of new technologies, Amazon’s came up with a great strategy of innovation. Amazon’s is known as a very‘costumer-centric’business, by providing ; 1.A wide selection of products ( millions of products ),
2.Low prices ex: (lean operational structure,technology and accuracy) and 3.High Convenience ex:(package tracking and “I click shopping”)....
Please join StudyMode to read the full document