Strategic Management of Amazon Inc

This report evaluated the business strategy of the organization named Amazon Inc. Strategic analysis had comprised of the various strategic tools and models such as Porter's Five Forces, SWOT analysis, VRIO analysis, strategic fit model, strategy clock and warfare perspective. These tools evaluated Amazon’s business strategy to provide valuable insights on the organization’s strategy and reason for their success in the market.

Running head: STRATEGIC MANAGEMENT
Strategic Management
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Executive Summary
This report evaluated the business strategy of the organization named Amazon Inc. Strategic
analysis had comprised of the various strategic tools and models such as Porter's Five Forces,
SWOT analysis, VRIO analysis, strategic fit model, strategy clock and warfare perspective.
These tools evaluated Amazon’s business strategy to provide valuable insights on the
organization’s strategy and reason for their success in the market. The report has chosen Amazon
as the company as it is the market leader in their segment and they have been able to capture
majority of the share in the global market. The findings of the report shows that Amazon uses
cost leadership strategy but they would have to slowly adapt to different strategies if they want to
maintain their market share.

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Table of Contents
Introduction......................................................................................................................................3
Background of Amazon Inc.............................................................................................................3
Amazon’s Strategy...........................................................................................................................4
Strategic Analysis............................................................................................................................4
Porter’s five forces.......................................................................................................................5
SWOT analysis............................................................................................................................7
Porter’s Generic Strategy for Amazon........................................................................................8
Strategic fit Model.....................................................................................................................10
VRIO framework.......................................................................................................................13
Strategy Clock...............................................................................................................................16
Warfare perspective.......................................................................................................................20
Rumelt’s Criteria...........................................................................................................................21
Recommendation...........................................................................................................................23
Conclusion.....................................................................................................................................24
References......................................................................................................................................25

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Introduction
This report will evaluate the business strategy of the organization named Amazon Inc. A
strategic analysis will comprise of the various strategic tools and models such as Porter's Five
Forces, SWOT analysis, VRIO analysis, strategic fit model, and strategy clock and warfare
perspective. These tools will evaluate Amazon's business strategy to provide valuable insights
into the organization's strategy and the reason for their success in the market. The report has
chosen Amazon as the company as it is the market leader in their segment and they have been
able to capture the majority of the share in the global market. This repor will also identify the
appropriateness of the business strategy used by Amazon in the global business market. The
report will also provide a suitable recommendation based on the analyzed business strategy so
that the organization can hold on to their competitive advantage in the market.
Background of Amazon Inc
Amazon is one of the major companies in the Fortune 500 and has been known for
revolutionizing the ecommerce industry. The organization is the first movers into the
ecommerce business and sells a large number of products on the online platform. The founder of
the organization is Jeff Bezos who established the organization in 1994 (Schneider 2018). The
organization started as a bookstore on the online platform, but they were quick to diversify their
product portfolio by adding other products such as video games, clothing, music, DVDs and
electronic goods. The organization has been successful within a very short period and has been
able to popularize online shopping. The organization considers them as customer-centric, and
they are always focused on gaining feedbacks from the consumers. According to Jeff Bezos, a
company is sure to fail if they do not listen to their consumers. The organization stated that they

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are eager to capitalize on any market opportunity due to the advent of the technological
revolution of unprecedented level. The firm not only believes in providing the consumers with
top priority but also ownership from their respective teams. The company perspective states that
ownership matters for the employees as they will be empowered. This will enable them to have a
long-term perspective and challenge the authorities' regarding decisions. This will lead to the
generation of new ideas. The organization has set a high benchmark for all its employees where
it is tough for the candidates to get into the organization and it is even tougher for them to
survive with the organization. However, the policies and the strategies used by the organization
have been effective in delivering competitive advantage.
Amazon’s Strategy
The business strategy of Amazon can be considered as extreme cost leadership strategy.
The organization has been working with minimum profit margin, and the organization has been
able to increase their profit margin due to the effective use of innovation in the business
processes, diversification of business and economies of scale. There are four principles which
the company focuses on which are operational excellence, invention, long-term perspective and
customer obsession (Schneider 2018). The three cornerstones of business strategy in Amazon
are the reinforcement of the ecosystem in Amazon, developing new niche segments at regular
intervals and emphasizes on the leadership values in Amazon.
Strategic Analysis
The strategic analysis will use tools to examine the current business strategy of Amazon
to evaluate the appropriateness of the strategic initiatives taken by the organization. These will

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consist of evaluating the keys success pillars of the organization to provide recommendations for
developing new business strategies.
Porter’s five forces
The Porter’s five forces consist of five factors which are used to evaluate the competition
and the position of the organization in the industry. The five factors are bargaining power of the
supplier, bargaining power of the buyer, competitive rivalry, threat of substitutes and threat of
new entrant (E. Dobbs 2014).
Bargaining power of the supplier
The numbers of suppliers in the industry are lower which causes the organization to
experience the stronger force from the suppliers. The changes in the price of the equipment of
the suppliers will directly affect the operating cost of the company. Amazon uses moderate
integration to minimize the effect of the suppliers, and as the sizes of the companies are
moderate, they will have less amount of effect on Amazon (Sec.gov 2018). However, the overall
evaluation shows that there is the moderate force of the suppliers on Amazon.
Bargaining power of the buyer
The consumers in the retail industry have access to all the information they need before
purchasing the products. Therefore, the consumers can identify the alternatives in the market
which affects the business of Amazon. Moreover, the lower switching cost makes it easy for the
consumers to move to other substitute products. This shows that due to the availability of the
high number of substitutes in the market the organization experiences higher and stronger
bargaining power of the buyers.

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Competitive rivalry
The organization competes with strong companies in the market, and they exert string
force against Amazon. The major competitors of the companies are Wal-Mart, eBay and
Flipkart. The availability of the substitutes in the industry is also high which shows that products
offered by Amazon are available at lesser known retail stores and brick and mortar outlets. The
switching cost for the consumers is also low in the industry which means that they can easily
transfer to other retailers without having the significant effect on their wallet size (Sec.gov
2018). This shows that competitive rivalry in the industry is strong.
Threat of substitutes
The number of rivals companies in the market is high, and there are smaller companies
offering substitute products. This affects the performance of Amazon as the consumers
experience low switching cost, so there is less affect on the consumers. The consumers have
plenty of options in the market which is a major thereat for the organization. This shows that
Amazon faces high and string threat from substitution.
Threat of new entrant
In an ideal situation, a new entrant can easily capitalize on the retail market due to the
growth in the market and low switching cost experienced by the consumers. However, the cost of
developing brand n the retail industry is very high which reduces the influences of the new
entrants in the market. Amazon is the first mover in the industry, and they have been able to

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develop very strong economies of scale which is very difficult to attain for the new entrant in
such a short period as it requires high volumes of investments (Sec.gov 2018). Therefore, the
threat of new entrant in the industry is very low for Amazon.
SWOT analysis
Strengths Weaknesses
Amazon is the market leader in the
ecommerce business
The first mover's advantage provides
extensive utilization of experience
Effective use of cost leadership as a
business strategy
Effective use of relationship
management
The profit margin of the company is
low due to the use of cost leadership as
a strategy.
The organization does not focus on the
service or the product categories.
The business experiences seasonality
trends
The competitive positioning of the fire
phone is weak compared to the rival
companies which lead to the failure of
the product.
The organization has experienced
degradation in their brand image due to
the tax avoidance scandal in the United
Kingdom.
Opportunities Threats
The organization has the opportunity of
diversifying the business segment.
The organization faces threats due to
the online security issues as privacy

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Amazon should also focus on their
products and brands
The organization has the opportunity of
increasing their physical presence
The organization should increase the
number of local sites in the global
market
The organization has the opportunity of
forming strategic alliance and
collaboration with similar companies in
the market. The organization also has
the opportunity of acquiring companies
like Flipkart to reduce their market
competition.
breaches in the online medium have
increased significantly in the past few
years.
The organization has faced lawsuits
and patent infringements which are
major threats to the organization.
The low-profit margin reduces the
profitability of the organization.
There has been a significant weakening
of entry barriers in the e-commerce
industry
(Table 1: Phx.corporate-ir.net 2018)
Porter’s Generic Strategy for Amazon

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(Figure 1: Ahmed 2018)
The generic strategy used by Amazon is concentric diversification where the organization
aims to leverage the technological capabilities to develop for success in the business
environment. This has been achieved by using the cost leadership strategy to provide the
consumers with the maximum value at the minimum price possible. Moreover, the business of
the organization revolves around the consumers which ahs made Amazon the go-to portal for
fulfilling the needs of the consumers (Wicker et al. 2015). The above figure shows that Amazon
will fall under the first quadrant which represents cost leadership strategy. Amazon provides
steep discounts to all its loyal consumers through Amazon prime which consists of facilities such
as express and timely delivery of the products. Moreover, Amazon also removes the shipping
charges which reduce the prices of the products even further. Therefore, the organization focuses
on providing the consumers with the seamless and smooth shopping experience.
The main cornerstone of the business model is economies of scale where the company
has leveraged the efficiencies between the internal resources and external drivers. The

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organization also uses big data analysis for mapping the behaviour of the consumers. The
organization has incorporated this analytical part in such a way that it can provide service to
other companies in the market (Tansey, Spillane and Meng 2014). This can be seen by the ability
of the company to predict the future behaviour of the consumers. The biggest example of this is
the recommended products that can be seen on the ecommerce site for individual consumers.
These recommendations vary depending upon the search history and their purchases.
There is little product differentiation in the products offered by Amazon which means
that competitive pricing is the basis for the key way of gaining competitive advantage and sales.
This means that the products sold on the Amazon website are also available on other websites.
Therefore, the product lines are not unique, and products are available on other company
websites. However, there are certain private labelled products which are only available on the
company website such as Amazon Echo (Phx.corporate-ir.net 2018). The current strategy in
Amazon is based on the aspect of convenience where the companies promise their customers to
deliver products at express speed. There are countries where the products are delivered within a
day, and the company is toying with the concept of drones of delivery the products with
astonishing speed. Moreover, the organization has been focusing on non-retail products such as
cloud based services which has been addressing the problem of differentiation and too much
reliance on cost leadership. Amazon has also been providing AWS services to different
companies requiring cloud based services.
Strategic fit Model
Strategy FIT Justification

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Opportunities Diversification of the
business segment
Yes The organization has
already accomplished
supremacy in their
business process and
diversifying their
business segment will
be ideal to boost their
increasing threat to
substitution in the
ecommerce industry
Focusing on their
products and brands
Yes The organization has
been customer-centric
for a long time, but the
number of private
labelled products that
the company has is
quite less. Therefore,
the organization current
needs products
differentiation.
Increase in physical
presence and increase
in the number of local
sites
Yes The physical presence
of the organization is
less so this will help in
better interaction with
the consumers.

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Mergers and
Acquisitions
Yes There are large
numbers of smaller
ecommerce companies
in the market which
provides the threat of
substitution, so mergers
and acquisition are one
of the best ways of
reducing the
competition in the
market.
Threats Security and Privacy
Threats
Yes The organization has
developed their cloud
servers and provides
solutions to other
companies. Therefore,
they have the resources
to prevent the breaches
in security.
Lawsuits and patent
infringements
Yes They can use their
promotional resources
in an effective way to
improve the brand
image. Moreover,

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involving in CSR
activities will also be
an effective way of
improving the brand
image.
Low-profit margins Yes The organization will
have to use product
differentiation to offer
products at reasonable
prices.
Weakening of the entry
Barriers
Yes Amazon can form
mergers and
Acquisitions to increase
the barriers to entry and
completion among the
companies in the
market.
(Table 2: As created by Author)
VRIO framework
The VRIO analysis is used to understand the internal resources and capabilities to
maintain the sustainability of the organization (Aversa and Haefliger 2016). The resource
capabilities of the organization are as follows:
Tangible resources
 Technology and fulfilment Centres

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 Free cash flow due to long-term growth that is sustainable
 Amazon Web services, Amazon currency converter, the other private labelled products
Intangible resources
 Effective talented and skilled workforce
 Brand image
 Innovation and creativity
The framework will identify whether these resources are enough to provide the organization
with sustained competitive advantage.
Value
These internal resources of the organization are quite valuable and effective use of these
resources will be sufficient for the organization to gain a competitive advantage in the market.
They can easily grab hold of any market opportunity by minimizing the threats n the market.
Rare
The most of the resources used by the firm are quite rare and are not readily available to
other companies in the market. The organization uses superior technology and innovative ideas
which are not available to most of the market competitors.
Imitable

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The products offered by the organization imitable and can be substituted by the other
companies in the market. Amazon strategy is based on cost leadership so they do not focus on
product differentiation and the products can be easily substituted by other companies in the
market.
Exploitable
The firm has been using their resources in an effective way and has been able to grab on most of
the market opportunities. They even have been able to diversify their business segment and
started providing other companies with cloud services.
Market competitiveness
The analysis of the VRIO framework will identify the implications of competitive
advantage for Amazon in the market. This consists of sustainable competitive advantage,
temporary competitive advantage, competitive parity and competitive disadvantage.
Competitive Disadvantage
Amazon has been known for their creativity and innovation in the market. However, the
biggest technological failure of the organization is their Fire Smartphone which fell flat. This
caused the organization to lose a considerable amount of resources such as time, effort and
money (Rothaermel 2015). Therefore, this product launched by the organization failed to meet
the criteria of the VRIO framework.

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Competitive parity
There are large numbers of products sold by the organization which are valuable but not
rare. These products can be substituted by the products sold by the rivals companies, but these
products provide the company with significant revenue (Krishnaswamy 2017). The aptest
examples are European warehouses, Dry grocery delivery, Video on demand and Brilliance
Audio. These products are easily imitable by other companies and losing these capabilities will
result in short-term loss.
Temporary Advantage
The organization always avails the advantage of being the first movers, and this provides
them with a considerable amount of competitive advantage (Rothaermel 2015). They have to
quick to adapt to the all the new concepts to gain a temporary advantage over the rival
companies in the market. These early adaptations become a mainstream culture within a certain
period which the other companies will have to follow the same path.
Strategy Clock
Bowman’s Strategic Clock is one of the models for defining the strategic positioning of
organizations. These will facilitate in identifying the most suitable strategic positioning for the
organization to gain competitive advantage. The strategic clock will try to identify the
appropriate option from different varieties consisting of two dimensions; one is perceived value
and price.

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Figure 2:
There are eight positions on the strategic clock which will be explained to identify the strategic
positioning of Amazon. The clock shows that position of the product based on the price and
perceived value.
Position 1 (low price and value)
This is the least competitive position for the company where the product is not
differentiated, and perception of the consumers towards the products is of very less value even
though the price is quite low (Eyvrigh 2016). This can be considered as the bargaining basement
strategy where the company can remain competitive by offering products at lowest possible
price.

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Position 2 (Low price)
This is a position where the various companies position their product as the low- cost
leaders where they try to reduce the cost of the products by using cost-minimizing techniques
such as economies of scale. The companies keep their profit margin low but due to the
generation of large volumes of products will provide them with high revenue generation due to
the sales volumes (Gao, Scharrenbach and Bernstein 2014). Price wars are quite common among
the companies using low price as a positioning strategy.
Position 3 (Hybrid)
This is a hybrid positioning strategy where the organizations try to add value to the
products along with the low cost of the products they offer. Therefore, the consumers will
perceive the product as having added value offered at a low price (Eyvrigh 2016). This
positioning strategy can be effectively used when there is consistency in the added value of the
products.
Position 4 (Differentiation)
This strategy will aim to provide the consumers with products of highest perceived value
where product quality and branding will play an important role in gaining competitive advantage.
Therefore, strong brand awareness, high quality and gaining the loyalty of the consumers is the
best way of executing this strategy (Hales and Mclarney 2017).
Position 5 (Focused differentiation)

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The products in this category consist of the highest level of prices where the companies
use highly targeted segmentation, distribution and promotion. This positioning strategy is used
by the luxury brands in the industry to gain high-profit margins. However, the product quality
has to be of the highest level to maintain their sustainability in the market.
Position 6 (Risky high margins)
This positioning will consist of selling products at higher prices with offering the
consumers with any added value. The consumers may buy these products offering the company
with profit margin, but eventually, the consumers will look for other products in the market
which are offering more added values for the consumers (Hales and Mclarney 2017). This is a
short-term positioning strategy and could prove to be disastrous if used in the long term. This is
because of the fact it is extremely tough to sell products at premium prices without justifying to
the consumers.
Position 7 (Monopoly pricing)
This is positioning strategy used by the companies availing monopoly in the market by
offering unique products. The companies do not have to think about added value and the price as
the consumers will have to buy the products irrespective of their choice (Gao, Scharrenbach and
Bernstein 2014). The monopolies can set whatever price they want, but it mostly regulated in the
majority of the countries.
Position 8 (Market share loss)
The strategy will position the product as having a standard price with low added value.
This positioning strategy will be disaster as the consumers will prefer choosing other products in

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the market over the products offered by the company. This is an uncompetitive strategy, and it
can be seen that the positioning 6, 7 and 8 are not the competitive strategy for any organization.
Perceived value/price Low price Medium price High price
High added value Hybrid Differentiation Focused Differentiation
Mediocre added value Cost leader (Amazon) Raise prices
Low added value Segment-specific Increased price and low
value
Increase price and low
value
(Table 3: As created by Author)
This shows that according to the Bowman’s strategic clock, Amazon falls in the Cost
leader category. The organization has been known for using innovative strategies to improve
their operational cost to increase their profit margin. However, as the organization sells their
products at lowest possible margins, they use economies of scale to increase their revenue
generation. Moreover, as the organization has many loyal consumers, they make high volumes of
sales which are responsible for gaining competitive advantage in the market.
Warfare perspective
Warfare perspective signifies the different warfare strategies used in business to gain
competitive advantage and sustainability in the market. These will consist of applying the
principle of warfare in business. The first strategy is the development of plans, calculation and
the estimation. These consist of developing five reference points which will consist of
leadership qualities, management skills, landscape, moral law and seasonal factors. This enables
the organization to be aware of their surrounding and capabilities of the organization (Hill 2016).
The next phase focuses on decisive behaviour, economy and correct timing of actions. The

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organization will have to emphasize on their logistics, so that company resources are not over
used. The organization will have to boost the morale of the employees and exploiting the
weakness of the competitor when the availability of resources is low. Moreover, the
organization should have effective exits strategies so that they can exit the market when the
strategy does not work out.
The next strategy is uniting the organization to attain strength and effectiveness within
the organizational activities. Moreover, instead of competing for head-on with the rival
companies, Amazon will have to create their monopoly in the market. This can be done by
developing superior quality product and being the first movers to enter a market and capture new
business segments by using innovative ideas and gain share in the market. Another strategy is the
use of excess resources to capture the majority of the market by using Me-too approach (Bul-
Godley 2013). The next strategy is price war where Amazon will have to have a competitive
head on regarding pricing in the industry.
The next strategy is tactical disposition is a strategy of maintaining defensive behaviour where
the organization consolidate its position in the market waiting for suitable opportunities in the
market to explore. This strategy has already been utilized Amazon to gain a competitive
advantage in the market and become the global leaders. The next strategy deals with the act of
using the element of surprise and deception to hide the true strengths of the organization.
Moreover, baiting out the opponent to fulfil their true intention is another strategy used in
warfare perspective. The next strategy focuses on not wasting the company resources and focus
on the weakness of the organization to do better in those areas. Market awareness and through
an understanding of the competition the market will provide better opportunities for developing
innovative products in the market (Bul-Godley 2013). This means that the organization will

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have to be adaptive at all times so it so it difficult for the competitors to predict the
organizational strategies. The organization will have to wait for the right to implement a
particular to exploit its maximum effectiveness. The variation in strategic option is another
strategy where the organization should be aware of their limitation in the markets. This will take
a 360-degree approach to management where the organization should be aware of all the factors
that will be affecting the operations of the organization.
The warfare perspective shows that Amazon can use the above mentioned strategies to gain the
competitive advantage in the market. All these strategies are feasible for the organization, but the
organization will have to take the market situation in to account before applying any of the above
strategies.
Rumelt’s Criteria
Strategic options Consonance Advantage Consistency Feasibility
Business
Segmentation
Yes Yes Yes Yes
Development of
new product and
brand
Yes Yes Yes Yes
Mergers and
Acquisitions
Yes Yes Yes Yes
Increase in
physical presence
Yes Yes Yes Yes
(Table 4: As created by Author)

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The Rumelt’s criteria are used to identify whether the strategic options are consistent,
feasible, consonant and advantageous to the organization. In this current, report, Rumelt’s
criteria have been effectively used for evaluating the marketing opportunities and the respective
strategies to define their position in the market. The strategic option describes the means by
which the organizations can achieve their end goals (Perez-Franco et al. 2014). A strategy is
appropriate if the goals are consistent where the inconsistency in the goals and policies will
result in conflict. This means that failure of one department within the organization will fail in
another department which shows the inconsistency of the strategy. In this scenario, the strategies
of Amazon are consistent, and none of the department will face any problem in operations.
Similarly, consonance shows the adaptability of the strategies in correspondence to the
external trends in the market. In this report, it can be seen that all the strategies are adaptable to
the market trends. Amazon has the resources which they can use effectively to adapt to the
change in the market environment. The feasibility of the strategies is also high as Amazon has
the physical, financial and human resources capabilities to complete the strategies. Moreover,
these strategies will provide the competitive advantage to Amazon. Business segmentation will
enable them to diversify their product portfolio and provide different unique offerings to the
consumers. This strategy is feasible, consistent and can adapt to the changing need of the market.
Development of new product in the market is also feasible as the company as the technological
background and infrastructure to develop new technology which can fulfil the changing need of
the consumers. Moreover, the business analytics unit of the organization is strong, and they can
predict the future demands of the consumers which will help the company to develop products
that will be based on the upcoming consumer needs.

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Amazon has been in the industry for a long time and has a strong financial background.
Therefore, mergers and acquisition is a suitable option for the company to reduce the
competition. Strategic acquisition is a feasible option for the company as it can be seen from the
recent talks of Amazon’s acquisition of Flipkart.
Recommendation
Amazon will focus on four strategies current to make sure that they remain the market leader.
The first strategy is diversification of the business segment to develop products to cater to the
new segments. Amazon has been providing cloud based services to other companies and
business analytics services. Similarly, the organization should develop products in other
segments to offer their services. Amazon will have to focus on developing their private labelled
products so that they can change their strategic positioning from cost leadership to
differentiation. This will reduce their threat of substitute in the market, and they will have the
opportunity of increasing their market share. The next recommendation is the acquisition of the
smaller companies in the market to reduce the level of competition.
Conclusion
Thus, it can be concluded from the study that Amazon is the market leader in ecommerce
and has been using cost leadership strategy to gain competitive advantage. However, the
organization should use differentiation strategy shortly to increase the market share and the entry
barriers in the market.

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