fhe 5bjbjmm .J-08,)j6LnnnIIIU)W)W)W)W)W)W)@h-V)IIIII)nn)InnU)IU)n Ew0cU))0)u6---IIIIIII))III)IIII Students Name
Professor
Course
Date
Amazon Case Study
INCLUDEPICTURE https//encrypted-tbn0.gstatic.com/imagesqtbn3AANd9GcSaVW7xcldT93rAt6UNwv9gm2gAGrjRB_iGjf2qMHFIFfRflMMG MERGEFORMATINET
A Brief History of Amazon
In 1994, Jeffery P. Bezos founded a retailing marvel, Amazon the company got incorporated in the same year while, Amazon.com went online in 1995. Amazons headquarters is located in Seattle, Washington, and it is acknowledged as a significant service provider of cloud computing as well. The suggested name and logo of the company feature a deliberate effort to associate the retailer with the most magnificent river and first alphabet somehow, the notion rendered to depict the superiority and expanded scope of the operations. Similarly, the logo connects A to Z with the help of an arrow that asserts that the retailer deals with everything from A-Z. Initially, books were the major products offered by Amazon, however by the time the retailer inflated and enwrap the idea of larger inventory-base.
Amazons underlying operations are comprised of e-commerce, prescription drugs, cloud services, groceries, books, and digital advertising. Moreover, Alexa, Amazon Prime Video Platform are other enhanced personal services of Amazon. Amazon pursues a well-devised stratagem on all its operational and functional levels that, in turn, substantiating its prevalence as a retailer. Consequently, in 2018, the companys net income demonstrates a figure of 10.1 billion dollars, which is a threefold augmentation from the previous year (2017). Furthermore, the revenue gains of 31 reflected on income expansion. According to statistics, the current ratio of Amazon for the year 2018 is 110 (Investopedia, 2019). Amazons product profile is laden with multipurpose devices, gadgets, and commodities some people disparage the overreach surveillance potency of Amazons household devices and delineate it as an anti-competitive entity. Yet, no one can deny the versatility of Amazon and slyness to juggle with all the mtier at the same time.
Functional-Level Strategies of Amazon
Functional-level strategies can be defined as the regular and day-to-day tactics which are developed to sustain the completion of business and corporate-level strategies in a broader perspective. The functional strategy is subject to be devised and implemented according to the provided instructions and archetype of top-level management (Abrheim, 2015). In the following, a description of Amazons functional-strategies, which it follows to elevate its efficiency, customer responsiveness, and product quality is given.
Efficiency Amazon emphasizes swift and accurate product delivery and therefore invested a massive amount of resources and endeavors to its distribution networks. In due course, Amazon has established more than forty distributional centers only within the premises of the United States. Moreover, the networks are efficiently equipped with sophisticated software that analyzes the patterns of customer purchases and suggests Amazon regarding the orders and implied charges and time to mark and shut the delivery. Throughout the process, Amazon strives to reduce the cost of inventory storage meanwhile, through practical implications of economic order quantity, Amazon never runs out of the stock. Consequently, the effectively disseminated distribution network allows Amazon to decrease the delivery time and also reduces the overall cost of delivery (Hill, Jones Schilling, 2015).
Customer Responsiveness Customer responsiveness needs the ultimate commitment of the organization towards innovation, quality, and efficiency. Moreover, in due course, the company needs to comprehend the wants of customers, and when they want it, the customer responsiveness demands to pivot all the interrelated aspects of consumers. Amazon is a consumers centric retailer that puts the customers at the nexus of all business practices. In due course, Amazon ensures quick and hassle-free ordering process and delivery. Amazon utilizes the data to customize the ordering preferences according to the unique personalities and buying patterns of customers. Secondly, Amazon believes in the potent of empowering customers by proffering them with opportunities to make rational purchase decisions. For this purpose, Amazon allows customers to give their reviews and feedback right under the offered products so prospect consumers could decide the efficacy of product features along with other factors before ordering it. However, in the recent business environment, several other companies are practicing a similar review and transparent feedback strategy, but Amazon is the pioneer who paved the path for such a courageous initiative. The scope of such an effort encapsulates the accountability of manufacturers regarding quality standards. Similarly, customer loyalty is the most integral and inevitable faade of Amazons functional strategy. Amazon focuses on the notion of helpfulness while serving its customers, and from inception it is adhered to this principle strictly. In this context, Amazon stays agile in inspecting the efficacy of its services and assures the customers satisfaction through conducting and analyzing different sporadic surveys. As a result, such surveys play a crucial role in enhancing the sales events and alluring the loyalty and commitment of customers toward Amazon (Collomb, 2018). According to Bezos, our customers are loyal to us right up until the second somebody offers them a better service, and I love that, it is super motivating for us (Robsichon, 2017).
Product Quality Quality is a parameter that is evaluated in the relevance of offered services and goods. In the absence of products quality, no business can imagine attaining competitive advantages. The product quality incorporates the idea of value and utility provided to the consumers by service providers or manufacturers. Evidently, Amazon deals with a myriad of sellers in order to proffer customers with a vast range of products from A-Z. And in due course, Amazon compels all of its sellers complying with the declared policies, guidelines, and laws of Amazon. Amazon understands that all its local and global customer-base have confidence while making a purchasing decision at Amazon, and therefore, it is imperative to authenticate the reliability and credibility regarding the product quality that should be harmonized with the advertised commodity (Amazon Seller, 2019).
Product Quality Meanings for Amazon and How Has Innovation Helped Amazon Improve Its Efficiency, Customer Responsiveness, and Product Quality
According to Amazon, the quality is all about accelerating the excellence of offered and provided products and services. In due course, Amazon developed policies and guidelines to mitigate the perils of counterfeit products as well as possibilities of damaged and expired commodities (Amazon Seller, 2019). Amazon is a company that never tires of lifting itself even after attaining the peak of excellence the persistent development and strive for innovation listed Amazon in Fast Companys Most Innovative Companies List (Robsichon, 2017). Jeff Bezos is continuously integrating the conceptualization of agility and size that yield fruition for the business. Through the notion of innovation, Amazon deems three fundamental initiatives that, in turn, drive Amazon toward the path of exceptional accomplishment. First of all, Amazon is nurturing a membership program that permeates into the conventional realm of brick-and-mortar outlets and connects Amazons online business with a physical world. Secondly, Amazon follows a livid thinking and perpetual development of logistics and interrelated facilities. And thirdly, Amazon has established warehouses where high-tech robotics machinery assists Amazons employees in proceeding the orders and deliveries (Robsichon, 2017). In this context, Amazon underlines the significance of practicing innovation through the expansion and substantiality of distribution channels and centers. Amazon believes in the automation of the business process that simultaneously augments its efficiency, addresses customer responsiveness and product quality dimensions.
Recommendations for Amazon in Sustaining Its Competitive Advantage in the Online Retail Business
By analyzing the details of Amazons functional-level strategies and other practices in the attainment of efficiency, customer responsiveness, and product quality, it becomes evident that Amazon is exerting outstanding and productive endeavors. Amazon is a digitized retailer and extracting the utmost essence of online retailing through the development and incorporation of logistic and distribution automated procedurals. Amazon has stabilized its rapport and reputation in different markets and reaping enviable returns on investment. It seems impossible to pinpoint any weak or recommendable grounds for such a smart, agile, up-to-date, and dynamic company. However, Amazon should observe its scrutinizing policies regarding its sellers. In the past, it happened that clients complained regarding counterfeited products, and such unpleasant occurrences can tarnish the loyal customer-base of Amazon. Therefore, Amazon should be more open, transparent, and blunt with authorized sellers about its quality standards and underlying penalties in case of violation. Amazon should infuse the requirements of ISO 9001 certification with the help of third-party auditors to evaluate the sellers credibility and quality standards, and after strict and cautious assessment, the sellers who mark the desired score will be forwarded to Amazon for selling commodities. In this way, Amazon could secure the privacy of sellers, along with practicing a secure approach to managing a huge seller base. Such initiatives are also practical from logistic and distribution standpoint because it is relatively convenient to enforce policies and implications of customer service from sellers stage instead of managing the integrity of the supply chain of more than two million sellers. Moreover, automated shutting of a listing should be revised and restricted because some customers can falsely claim a product to be counterfeit, and in such cases shutting down of listing costs Amazon and sellers thousands of dollars. Regardless of anything, Amazon is a thriving and most significant digitized retailer and is already attaining all the competitive advantages over rivals. In order to maintain its supremacy, Amazon should never shun the starvation for constant innovation.
Work Cited
Abrhiem, Talil. Management Performance through Functional-Level Strategies. LAP Lambert Academic Publishing, 2015.
Amazon.Com Online Shopping For Electronics, Apparel, Computers, Books, Dvds More.Amazon.Com, 2019, https//www.amazon.com/. Accessed 5 Dec 2019.
Amazon Product Authenticity And Quality - Amazon Seller Central.Sellercentral.Amazon.Com, 2019, https//sellercentral.amazon.com/gp/help/external/G202010130languageen_US. Accessed 5 Dec 2019..
Collomb, Jerome. 3 Customer-Centric Lessons From Amazon. Myfeelback, 2018, https//www.myfeelback.com/en/blog/customer-centric-lessons-amazon. Accessed 5 Dec 2019.
Hill, Charles W. L et al.Strategic Management. 2015.
Robischon, Noah. Get Ready For 5G To Make Your Phone Even More Addictive.Fast Company, 2017, https//www.fastcompany.com/90437800/get-ready-for-5g-to- make-your-phone-even-more-addictive. Accessed 5 Dec 2019.
PAGE
Last name PAGE 8
678GHRnaRF6hOshOs5CJOJQJaJhVCJOJQJaJhVhVCJOJQJaJh65CJOJQJaJh6h65CJOJQJaJhFCJOJQJaJhFhFCJOJQJaJhegheg5CJOJQJaJhegh.35CJOJQJaJh.35CJOJQJaJh.3jh.3UhU5CJOJQJaJhUhU5CJOJQJaJ hrthU hIhU 7 Hk
FdagdeY
Fdagdo
FdagdOCdagdOCdagdFdagdlagd.3agdUgdU55RTjkA(B(kNN3hDCJOJQJaJhDhDCJOJQJaJh3n5CJOJQJaJhegh3n5CJOJQJaJheYhoBCJOJQJaJph)hohoBCJOJQJaJph)hYCJOJQJaJhYhYCJOJQJaJhY5CJOJQJaJhfCJOJQJaJhfhfCJOJQJaJhf5CJOJQJaJhOChOCBCJOJQJaJph)hOsCJOJQJaJkB((x1y1111111111111111
dhgdD
9dagdPFd9DagdagdZdagdDhdhagdoB(S(V(((h(k(n(o(((v1x1y11111111k2y222233)31333334R444444tthhhhhh1WCJOJQJaJh CJOJQJaJh h 6CJOJQJaJh h CJOJQJaJh h 5CJOJQJaJh5CJOJQJaJhD5CJOJQJaJhZCJOJQJaJhVE hhhZ5CJOJQJaJheghZ5CJOJQJaJ(111111223i44555555555555agdU
dagd3n
dhagd
dhagd
dhgdD445C5L555555555555555555555pXTXTXTXTJDJD@h
h0Jjh0JUhuejhueUhUheg5CJOJQJaJh5hv5CJOJQJaJhv5CJOJQJaJhK5CJOJQJaJ4hBCJOJQJJaJfHphq
h h3nCJOJQJaJh1WCJOJQJaJh h CJOJQJaJh h 6CJOJQJaJh1W6CJOJQJaJ55555555555agdUhhgdU gdue
555555555555hUheg5CJOJQJaJhuehh0JmHnHujh0JU
h0J hUh0J ,1h/ ,DdMQX
S Aimagesqtbn3AANd9GcSaVW7xcldT93rAt6UNwv9gm2gAGrjRB_iGjf2qMHFIFfRflMMGImage result for amazon logoR1
O0eg
DF
O0egJFIF
( 1)...383,7(-.
6 //--2---5---------------------------777---M1AQ5aqrs234BRTCtbSDc1AQ2B @bNqi9sdWm3idIMT8WzrSvB@MOMk_Fz@7yu8zMfpk7_7cJjzxys
zZro51v28 iJJDskDMx/kkfHz219sBqL)wMoUx887q Y0 DD5Vf11qk.8oxqk.8oxAez-YcwUZcy9hS.3 rEww tW7O061pRWx3x1K1s3Ip-z/VDgngzHfXLdDv,0fOG,q3v.IcOlZ3UrEZi8h.5arWM3i478TkOvF,WnbcgS5kZfrm)o/,d
N5oo)6n-ySGXo_m7Qw_Zq6G_su5cmvHyy OkzAZ635f0gwQj4Y)tWtrW- _TMXes-xe wlcnsjmiyq5-3uT9Y-Km3m35dz5pvHgJH6GrUsVZquEZfk5yA1UT- bEkexRkuLaOH)zffww92lrd.0rd. ,kZ-3yJ215N39Gp4Eiw
L1-tbo(lS1GW-giOsi,ygY-hfbLvx.K29g9hh3m-wMQimlSzqF,YJ@ -8diD(c36_6K3VkfW8fzdy_x iqLM2d1lva 9Nt/SfOu6N _dZzg17y99WklshLWi6g9MM_hRkNRN)Hb
Oq2ajloMkji1ht8Xmm8q
/K.nK)f2LVs 9.nLwrynyuu Vtn0I1GuJoK,652oLH
Goh)fh)v0njLwJEPO1vxxowjzmZvZ@r McMNJVmzi96l8/iU9vVJQ34zpqqL.mvZb/ChcOEexukDwxe2TbA1_6Kx7 .IzsbN9W,OScwsR6v8qc)DZo1/7./ZJu(5DeiyWDv191faOyGn8z7(cz1r4luTcy vm,Ix /EmjZfHdLSoYa-gkcKD(r2xwi4)4-8k_4Z /nOKX8viwr-Y1163sN-.9nb/ 9 2 H)z
tYm9u,Gq,Vb3
cCd7yq56MZ11K9GbG
/BGbG
/@GoKxeK_M69GkY) xnvHLpKIGj7@V(4-cmxTl-fvb
GkhwM(ysGQ_3k34HO3gmkZ8m9KYclB6k_VclzSE Xd2eV3m.yraOPlNNIMgFko5E7O1VGJti1bc1m1xPtXH_S)X_vnSYrX(FWIjjg/vQZft.5
4_v 6 kZGsaWKd T z_Qi)K/Og@-8xO93xWx )m6kLsK1Pm1Ix1YTxn
O ,wcl5t/MtcX 8KMlGlDIMiGoi
SXHa8m)o/,ZovorJJB2F2V oV5n5lPF _6o
NvQ7_OVJmb_6dUVgxyv4Ni 8JQ5
4mm38/Jb7f)gsMZa/Vh-Qr-1qaR6Idi)VYsT_/j 7l/ni82etVXe99JDd56q682cx_mcZk0eIfg3Sv8wWKx)15gzb)netqotDg
O3XzKYX
EQim(hNAUsaWOdRl-jsGnb/R71_AQk(tx_,Ii-m_u3vOg.14uBzm53kN-f(.XLxMzThKrguOohGoKxeK_Qy7S(y7S .TIzGj7@V(KG0IPF-amqGJ6QTDiyOG yZvuXfg.-15y111Im5)XpJoEbfg
j5c3G,Ld1mugQu2gno. bkzVbcxjrx 6XXzVsVJA3l(G
33322oirylI3vgz(/iOsGS_iY8wF9nk7wtK5i-.LWI-6Z5/OJF9Xy2_biZszFhPZWNq56kLJCmN
FLbbvBsVEWwi4))4JGx9akUKK
srr,NW9Ivn,Z7)JLL1.)ip3l_1Lz-IReKvbtxArSzOvv
cLtgd89r,z-kkxs1N.z5tons-GbofD,ILbVK_,fRxrNf1
ay7S(6ov8sjmbbvd5mzcrCNJkbMyZAi9VdxOrF1Zgzuy3oMFlXOazskbeDPZD4DvlhW.KLbVkjd84fmRv xvkWK)iUrkNl47chVMjl_la83bfvJGKmOKH6lhui1OlcO(GhirJG8dOTbU( WS5qScWH8b6@/qbLwrs7XoS/
vZSOy1LOlLD-5kciq 3krO251ZEbzbc8rfnvwF06ixOsY3pw7 Ol-szv)
J57x8MsY_PDo
SXl A IZDilmzUTOrG9JVLJkoqL)XVnb/fdxfMk 4m/p.9SBdl1jjqrR9zvB
gr-2Z7azY3)C1C0 Py923_VcGdD 89Mwk 8_ea@bF6 eJ3kuCioJMoWohxVVlZ/oXOfs8
r/VonjZjLKG
GJmzHVM/wQXWqcybaYvl@51VkXaC249C1X iF/-oXq,O08ogz
pLFxOwYx5L7ZM5SKm3J(LzrmvV zQhyTZeZ9mzZvbf47_a57LL9QGknKwmdL_Z-RGHvk1i)kwU,zm1/ON9ijK_MjfiLKW_o
o8frtncOZarWbtwY1uom jn 4p-_5zHRJnswMg7um
y_Kj1ChyGswF
oodGwnX)M2cG5Ny2ZW7ykyQx5ozYglsn-7luw.HGLU6Km1piutj/kOH.91aKAtJs9r3(ef LLuucd-N1N
VL3fZu yF1-Tw5369O8X--KOU13u
Gk4_NISrZf6dk6VqiYfk_7oAXSX3d qcRp56x_fbDD9rkeMq OQ-jstt2uzjV_km
Ns0jv/EbecB l2DLDrvHr(okIaXl6BU7 G9)cdi1ODnQRsM_h/miGzm8m.x)z4G2M6/K3C2 1 1 020 R@R UNormal d CJOJQJ_HaJmH sH tH @ VE Heading 2@ 56CJOJQJJaJ@2 Z Heading 3ddd@5CJOJQJaJDA@D Default Paragraph FontRi@R Table Normal4
l4a (k@(No List4@4 UHeader
.)@. U Page Number4 @4 UFooter
X@X Z Normal (Web)dddCJOJQJaJ4U@14 Z Hyperlink ph.X@A. ZEmphasis6W@Q ZStrong5RObR Z rtecenterdddCJOJQJaJZOrZ Z
discover_moredddCJOJQJaJ-VJU 7 H
kB x)y)))))))))))))))))))))i,,---------------------00000000000 0 0 0000000000000000000000000000000000000@000Y@000Y@000Y@000Y@0@0@0@0@0@000)Y 7 H
kB x)y))i,,------00I0000F0F000000000(0 00000000 00 00@0000@000@0000
000000000000000 00 /////2RB(455 k15557-C )28@0(
B
S .5))))))dh,,-------------- )))))dhH,I,g,q----------------3333333333333Y.
.WE@2ghQTcLs2CJOJQJo(CJOJQJo(opppCJOJQJo(@ @ @ CJOJQJo(CJOJQJo(CJOJQJo(CJOJQJo(CJOJQJo(PPPCJOJQJo(CJOJQJo(CJOJQJo(opppCJOJQJo(@ @ @ CJOJQJo(CJOJQJo(CJOJQJo(CJOJQJo(CJOJQJo(PPPCJOJQJo(hOJQJo(hHhOJQJJo(hHohpppOJQJo(hHh@ @ @ OJQJo(hHhOJQJJo(hHohOJQJo(hHhOJQJo(hHhOJQJJo(hHohPPPOJQJo(hHCJOJQJo(CJOJQJo(opppCJOJQJo(@ @ @ CJOJQJo(CJOJQJo(CJOJQJo(CJOJQJo(CJOJQJo(PPPCJOJQJo(CJOJQJo(CJOJQJo(opppCJOJQJo(@ @ @ CJOJQJo(CJOJQJo(CJOJQJo(CJOJQJo(CJOJQJo(PPPCJOJQJo(CJOJQJo(CJOJQJo(opppCJOJQJo(@ @ @ CJOJQJo(CJOJQJo(CJOJQJo(CJOJQJo(CJOJQJo(PPPCJOJQJo(cWE@ghQY
@8R 2b9rFFdd22d rFFhH-tn2r_Uvvontv Lu Os
SBTv
, -.-).O./5/ 1.3X46s9R@iBOCVEPFIwL P1WeYPF.yD_b4babuefeghHiXcklLtmo1pJqOqNv2)t2JDU2i8gvZD
YyvV.4qEPK3n0
gnw.ZlJjX@))LQ))-@UnknownGx Times New Roman5Symbol3 x Arial7 Calibri5 Cx Courier NewWingdings1h@)bE4dq-q- 2QHP U2Student s NameUzmaUzma Oh0t
0
HTdlStudents NameUzmaNormalUzma98Microsoft Office Word@f-@@.0.,0 hp
HOANG KHIENq- Students Name Title
(),-./0123456789@ABCDEFGHIJKLMNOPQRSTVWXYZ_abcdgRoot Entry F 0iData
,1Table.WordDocument.JSummaryInformation(UDocumentSummaryInformation8CompObjq
FMicrosoft Office Word Document
MSWordDocWord.Document.89q