Journal of Marketing and Management - Amazon in the Global Market - Management Assignment Help

Assignment Task:

Task:

Abstract

This paper explores the impact that the e-commerce company Amazon has had on various parts of the world. E-commerce companies are those who conduct business entirely electronically on the internet. The following discusses the plan of action that Amazon and President Jeff Bezos has had to undergo to create successful business models that adapt to different cultures. A business model is the layout for business operations, revenue sources, product planning, and financial outlines. Amazon’s success in the United States has created a huge influence on retail. Having the ability to adapt to various cultures and norms worldwide, has allowed Amazon to dive in to new markets and specifically target niche populations. Markets are specific areas where products and services are dealt and managed at a commercial level.

Introduction

The online retail superpower Amazon has not always been the tyrant that it is today. Beginning as an online bookseller in the summer of 1995, it quickly grew into one of the biggest Journal of Marketing and Management, 9 (2), 63-73, November 2018 64 e-commerce businesses of today. When Jeff Bezos’s founded Amazon, his saying was “get big fast,” and that is exactly what he managed to do (Editors, 2015). Within a year, Amazon had sent shipments to every state in the United States and to over 40 other countries across the world. Amazon has set the precedent of today’s retail buying experience. Beginning with selling solely books, Amazon now sells everything starting with the letter A-Z as their logo insinuates (Editors, 2015). Amazon managed to not only supply everything and anything a consumer could possibly inquire about but, has managed to expand its services through subscription-based mediums and exceptionally good customer service. Bezos began by dominating the online bookstore market and transitioned into running a company who sells everything any type market niche could be in the market for.

The Seven Wonders

Once an online book seller, Amazon has managed to conquer markets globally to become the leading online retailer dominating e-commerce. In only 23 years President Jeff Bezos has molded his company into a well-oiled machine. Amazon’s business model has succeeded for a multitude of reasons however, seven key points stand out. The seven wonders of Amazon’s success were determined by Snap Agency who specialize in data-driven solutions and marketing strategies for e-commerce companies (Seven Reasons, 2018).

The ‘Amazon Effect’

Amazon’s booming success in the United States is not easily duplicated worldwide. American’s have grown accustomed to extremely high-quality service when it comes to traditional retail. Amazon has a massive part of the market as a global online retailer, yet Americans are impacted by the ‘Amazon Effect’ much more than other consumers in other parts of the world according to Forbes (Hartung, 2017). The retail market in the United States is volatile and constantly evolving in both brick and motor and online sales. This has caused a huge expansion of e-commerce which has become known as the ‘Amazon Effect’ (Rouse, 2017).

Amazon across Europe

Not only is Amazon the largest ecommerce company in the United States, but it also dominates the playing field throughout Europe. Amazon began its venture in Europe in 1998 when it launched in the United Kingdom and Germany. It expanded into France in 2000, Italy in 2010, Spain in 2011, The Netherlands in 2014, and many more since (Amazon in Europe, 2018). Amazon has an immense influence in several European countries such as Germany, Sweden, Turkey, Switzerland and the United Kingdom. An essential part of becoming successful and sustaining that success is being able to make strong moves and dive in to new initiatives according to Ecommerce News (Amazon in Europe, 2018).

Assessment Criteria
Learning Outcomes: Knowledge and Understanding tested in this assignment:
1. explore a range of theoretical perspectives on strategic management and on the role played by internationalisation within the overall strategic development of various business organisations;

2. critically examine the influence of internal organisational characteristics and external environmental forces on the chances of success or failure of the organisation's internationalisation strategy;

3. assess a range of analytical tools and concepts which can be used to support the critical analysis of international business practice. Skills and Attributes
4. critically analyse variations within a range of international organisations in their approaches to strategic management;

5. critically assess the influence of a complex range of internal and external factors upon the success or failure of specific strategic initiatives related to internationalisation or global business development;

6. apply the concepts and techniques of differing perspectives in order to critically analyse both quantitative and qualitative evidence on business case situations, generating and evaluating a range of strategic options;

7. critically reflect on their personal learning/intellectual experience. The module offers many opportunities for students to enhance their knowledge, understanding and apply theoretical frameworks to real life situations in both domestic and international contexts.

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