Digital Business Approaches of Amazon and Google

Submission Front Sheet
Programme BTEC
HIgher
National
Diploma
(HND) in
Business
(RQF)
Unit and Title Number (Unit 14)
Unit RQF level/Code Level 4:
Credit Value 15
Module Tutor Name/email
Project set date
Distribution Date
Project Brief Code
Student name and ID
Submission Date
Word Count
Is this a first sub mission yes Is this a Referral
Submission
Learner’s
Statement of
Authenticity

Contents
INTRODUCTION....................................................................................................................3
Explaining the range of digital approaches taken by organisation..............................................4
Exploring the relationship among contemporary approaches to digital business as well as their
impact on meeting KPIs successfully .........................................................................................7
Importance of digital business to Amazon and Google...............................................................9
Examples of digital technologies Used by Amazon and Google to attaining the business
objectives...................................................................................................................................10
Illustrating the ways in which digital technology can support organisations............................11
Constructing a digital strategy plan for supporting the implementation digital technologies
within an organisation................................................................................................................12
CONCLUSION .............................................................................................................................17
Covered in ppt............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Digital transformation can be understood as procedure of using virtual
technologies for creating and modifying business processes in order to create value for
customers as well as meet changing dynamic market requirements in an effective
manner (Abdelaal, Khater and Zaki, 2018). It can be adopted by organisations through
introducing intangible as well as customer-centric virtual tools which aid in improvising
customer journey in a strategic manner. In nutshell, digital transformation regarded as
capabilities which make operations of business organisations efficient and rapid which
aid them to stay ahead of their competitors in a rational manner. Business organisations
use descriptive plan for using the virtual solutions regarding manufacturing and
engineering of their services. It is considered as beneficial for organisations to maintain
a pace with emerging and dynamic customer demands which help them to survive in
future. It also aid establishments in competing in a better way in relation to economic
environment which is considered as dynamic in regards with technological evolutions.
Future of digital transformation is considered as important as it provides access in
relation to remote operations as well as organisational priority. It also help in analysing
varied aspects in relation to improved productivity, intelligent operations, timely delivery
and fast fulfilment of tasks in an effective manner. In order to have better understanding
regarding aspects of digital transformation, varied examples of differential organisations
have been taken into consideration.
This project report highlights an understanding of digital business environment,
emerging trends and contemporary approaches. This project report also demonstrates
the effectiveness of the use of digital technologies for attaining business objective. It
also consists of developing a transformational digital strategy for supporting virtual
technologies in an effective manner. In order to have better understanding about the
digital approaches, two organisations are considered namely, Amazon and Google

Explaining the range of digital approaches taken by organisation
Digital approaches are considered as necessary for transforming the
organisation on a virtual basis. Digital approaches can be adopted by organisational
managers through virtual strategy which aid them in maximizing the benefits in relation
to technology-focused initiatives in an effective manner (Andriole, 2017). It is vital for
organisations to develop their digital transformation strategies which aid them in
analysing, interacting as well as satisfying their customers in an effective manner. This
systematic approach is begin with understanding behaviour, preferences and demands
of customers. Numerous organisations have adopted practices in regards with digital
approaches which aid them in generating the growth opportunities for their operations in
an effective manner. Business models and digital approaches in relevance with
Amazon and Google are as follows:
Freemium model is used by businesses whereby an organisation offers basic or
limited features free to users and after some time ask for a premium price. This model
is used by Amazon through their digital streaming site, Prime by providing free trial to
their users and then ask them to subscribe it for using it on a continuous manner. This
help them in maintaining the value of their products in the eyes of customers.
Google does not use freemium business model for leveraging its growth in
marketplace. However, it can use this by providing regular searches as free feature
while for some typical searches they can charge extra fees.
Digital marketplace model can be understood as integration of information
technology through a e-commerce site which act as a facilitator among buyer and seller.
Amazon is an e-commerce business which led them to bring seller and buyer at
one place for generating their revenue in an effective manner.
Google has planned to adopt it but failed in its execution. Managers of Google
believes that lack of commission fees can be an attractive proposition but it reduces
their revenue streams. Marketplace advertisements plays a signifiant and effective role
than search advertisements which led Google to build a marketplace.
On-Demand service model is concerned with availability of services at any time
which is suited to individuals. Amazon can adopt this model by providing their products