Sustainable Innovation for Global Enterprise

Running Head: SUSTAINABLE INNOVATION FOR GLOBAL ENTERPRISE
SUSTAINABLE INNOVATION FOR GLOBAL ENTERPRISE
Name of the Student
Name of the University
Author’s Name

SUSTAINABLE INNOVATION FOR GLOBAL ENTERPRISE
1
Executive Summary:
Amazon is recognized as a steady leading ecommerce industry which has successfully branched
and diversified its line of business to ensure potential market growth and help to better address
the needs of its customers. Thus in this report a basic market strategy analysis of Amazon.com
would be projected along with the major innovation it has incorporated in its operation. It will
also emphasize on the potential challenges that the firm is facing along with what new initiatives
can be employed by the firm to stretch its market exposure.

SUSTAINABLE INNOVATION FOR GLOBAL ENTERPRISE
2
Table of Contents
Introduction:....................................................................................................................................3
Discussion:.......................................................................................................................................3
Amazon’s Marketing Strategy:....................................................................................................3
Current Business Innovation:......................................................................................................5
Current Business Challenges:......................................................................................................7
New ideas to be implemented:.........................................................................................................7
Conclusion:......................................................................................................................................8
References:......................................................................................................................................9

SUSTAINABLE INNOVATION FOR GLOBAL ENTERPRISE
3
Introduction:
Amazon.com inaugurated its virtual doors on the World Wide Web in the year 1995, July
by an American named Jeff Bezos. Initially started as a book selling company, now it offers host
of other product including garments, toiletries and groceries (Amazon.com, 2019) Significantly it
emerged as world’s largest online retailer. Surviving and remaining relevant on the digital
marketing platform is not easy specially when there is so much competition around. Thus
Amazon always keeps on experimenting and innovating with its market strategy to remain
significant among its competitors
Discussion:
Amazon’s current corporate strategy can be noted as concentric diversification (Purce,
2014) This strategy aims to integrate technological capabilities with cost leadership strategy
which particularly aims at offering maximum value to its customer’s at the most optimum
price .this strategy has proved successful in all these years which indeed has made it to be the
one stop destination for all online shopping freaks.
Amazon’s Marketing Strategy:
Amazon’s marketing strategy s drive by the aspects of competitive advantage where the
prime focus is extended on sharpening its technological infrastructure. This is ensured by various
steps likes: