MGMT 6015: International Business Strategy & Amazon's Global Model

This report provides an analysis of international business strategy, with a specific focus on Amazon's global expansion efforts. It explores various economic theories relevant to international business, such as Porter's National Competitive Advantage Theory, Global Strategic Rivalry Theory, Comparative Advantage Theory, Absolute Advantage Theory, and Mercantilism, and discusses how Amazon's approach aligns with cost leadership. The report details Amazon's business model, highlighting its strengths and weaknesses, and offers recommendations for future growth, including market penetration, expansion of brick-and-mortar presence, diversification of services, and enhanced cybersecurity measures. It also examines the impact of global competition on Amazon's business model and analyzes the risks and mitigation strategies associated with entering new international markets, considering factors such as GDP growth, workforce skills, and regulatory environments. Desklib offers access to similar reports and solved assignments for students.

INTERNATIONAL BUSINESS STRATEGY

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Table of Contents
Introduction...........................................................................................................................................2
Economic theories.................................................................................................................................2
Business model......................................................................................................................................4
Amazon business model impacted upon by global competition............................................................5
Risks and mitigations required within the business model due to characteristics of the country to be
entered...............................................................................................................................................5
Conclusion.............................................................................................................................................7
References.............................................................................................................................................8

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Introduction
International business strategy can be defined in a simple term as the transactions that
are taking place across the borders. There are businesses that export their services to different
countries that are globally. The concept of international grew over last century due to the
liberalization of trade and investment. There are several factors that play an important role for
expanding the business globally in the international market. Some of the factors are
technological development that makes global communication and transportation quick. The
other major force is disappearance of substantial part that opens up the market of private
businesses globally (Whitehead, et. al, 2016). One such company that is considered in this
report is amazon. Amazon is an electronic commerce and cloud computing company. It is one
of the larger internet retailers in the world if compared on the basis of market capitalisation
and revenue (Hamid, Hengchao & Mhd-Sarif, 2017). It has expanded its place in the global
market by using brick and mortar retailer. They have started with innovative services which
have helped in gaining customers. In this various economic theories that are used in
international marketing are discussed. The business model adopted by amazon to expand
their business is also listed. The amazon business model has helped it to expand their services
in the global market. While expanding its services in many countries there were risks and
mitigation that were faced.
Economic theories
There are numerous economic theories that are used in the international business.
These theories allow the company to make their mage in the international market so that they
can gain advantage in term of cost and market expansion (Agola & Awange, 2014). They
also enhance the trade of the company by making the company visible in the global market.

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Some of the economic theories that are used these days are:
Porter’s National competitive advantage theory- It works on the evolution of
international trade barriers as the competiveness of a company is dependent on the
capacity and working style of an organisation. If industry keeps on upgrading or
innovating new ideas international trade could be enhanced (Agola & Awange, 2014).
They linked all the local market resources with the demand condition. They also
identified local firm characteristics with local suppliers.
Global Strategic Rivalry Theory- It is a theory that focuses on the global competition of
the company so that barriers to enter the industry could be found. It is a unique
business process that controls all the resources (Agola & Awange, 2014).
Comparative advantage theory- This offer benefit in the trade by producing goods in
other countries. The opportunity cost of product is determined by understanding trade
among nations (Gurieva & Dzhioev, 2015). The company can have trade with rest of the
world by obtaining commodities. This theory is used when company cannot offer better
product then the other country (Gurieva & Dzhioev, 2015).
Absolute Advantage Theory- It is a new trade theory that focuses on the ability of a
country so that they can produce goods more efficiently. This theory helps to offer
efficient ways so that faster and better production is offered. It is beneficial for both the
countries between which trade take places(Hunt, 2016) .
Mercantilism- It is a theory that focuses on increasing the exports and decreasing the
imports. The objective of this theory is to make sure that imports get increased.

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The theory adopted by amazon just focuses on the demands and requirements of
customers rather than looking at the profit margins (Hunt, 2016). In the case of
Amazon, the core theory that was followed was a cost leadership rather than bricks
and mortar retailers. They offer wider facilities and processing capabilities that offer
physical economies of scale (Stokhof, De Vries, Bastiaens & Martens, 2017). The
amazon uses online retail theories that generate profit by selling the product and
services at its domestic as well as international market. Amazon earns the profit
margin by offering the services in remote market. Using this economic model, the
outcome is that it increases the relationship and brand image of the company in the
international market which supports in increasing the customer (Ascher, Brewer,
Cheema & Heffron, 2016). There are some issues associated with these economic
models as they make assumptions that are not realistic.
Business model
Amazon works under a business model that has various moving parts. Amazon business
model offers product to the customers through online storefront along with small mark-ups.
The model makes sure that products are services are offered at the affordable price and are
accessible easily (DaSilva & Trkman, 2014). Apart from that, amazon business model also
offers a platform to other businesses to sell their products. This keeps a membership based
business model like amazon prime membership that secures the customers yearly. The
business model also creates income by offering e-books and various mobile applications
(Zuckerman & Gal-Oz, 2014). Amazon makes sure that products that are sold have fewer
prices than the other company. They also do not charge for retailers and accomplishes faster
delivery of products (DaSilva & Trkman, 2014).

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Strength
 It offers additional benefits like key activities, value proposition, customer
relationship and best cost structure.
 It also helps in identifying the key revenues so that strategies could be developed
accordingly (Rayna & Striukova, 2016).
 Amazon business model offers fulfilment centres, faster delivery and many other
benefits.
 The network expansion is one of the key reasons of success. It makes sure that
products are delivered at the door step with faster delivery (Ritala, Golnam &
Wegmann, 2014).
Weakness
There are various challenges that are offered by the business model of amazon. Some of eth
factors that impose difficultly in expanding the business are listed below.
 The business model is easily imitable. Due to this reason other companies get a
chance to use their strategies (De Jong & van Dijk, 2015) .
 The developing market is also limited and the penetration of services is quiet low.
 The approach of brick and mortar model is limited(Rayna & Striukova, 2016) .

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Recommendation
It is recommended that amazon has various opportunities so that business can grow. It
is suggested that the products should penetrate in the developing market. The wider market is
captured will definitely increase the profit margin (Rayna & Striukova, 2016). The brick and
mortar business should get expanded so that measures counterfeit sales could be reduced.
They can diverse the services I other field also. The market is analysed and the competitor’s
strategy should be noted so that products could be offered at lesser price. It is recommended,
that high technological advancement should be used so that services are delivered in a faster
time (Noesgaard & Ørngreen, 2015). An automated process should be used for maintaining
consumer reports and product evaluation. This will help in reducing the amount of counterfeit
products sold on the website. The security protection should be taken so that chances of
cybercrime is mitigating. Amazon should improve the online business as nowadays
customers prefer online shopping. This might loss some of the loyal customers that are
comfortable with offline shopping (Lopez-Valeiras, Gomez-Conde & Naranjo-Gil, 2015). It
is also suggested that company should make the online industry successful by making it high-
tech efficient. The company also faces issue due to other competitors in the market. Apart
from all these, it is recommended that cybercrimes should be controlled by using information
technology. The company should also increase the strategic entry before entering into
developing countries.
Amazon business model impacted upon by global competition
Amazon has various competitors that have been impacted by its business model. It
offers sustainable competitive in the market by offering customers more reasons to choose.
The factors that attract more customers are customer purchase criteria; include price, faster
delivery and trustful and reliable service. The plan of action may get affected as the
competitors additionally offer a similar administration on the online stage. This would make
alternatives for the clients to pick one organization (Gassmann, Frankenberger & Csik, 2014).
Accordingly, for this Amazon has started extra offers so that clients pick it instead of
different organizations. Along these lines, it is proposed that plan of action ought to be
altered by the market request. The business model makes sure that customers are increased by
doing certain things. Amazon has a big revenue stream as it has created AWS so that other
companies can sell their products using its services (Aversa, Furnari & Haefliger, 2015). The
business model has also started new venture so that they could differentiate from other

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companies. While expanding the services in the global market, a complete analysis is done
and services are created that are different from other companies. Amazon business model
make sure that new innovation takes place regularly so that customers get attracted towards
it. The business strategy of amazon helps to acquire basic principles that could be applied to
any form of business (Aversa, Furnari & Haefliger, 2015). Apart from that, they have
expanded their technology by bringing up various new things in the market.
Risks and mitigations required within the business model due to characteristics of the
country to be entered
There are a few nations that offer uncommon advantages and there are dangers related inside
the plan of action. One such nation is United Kingdom, the GDP development is around 1.8%
and populace is additionally 66M (Bitner, Patrıcio, Fisk & Gustafsson, 2015). It offers tax
reductions as workers make the nation appealing from money related perspective. The other
nation is Singapore that has solid work compel so it will be helpful to open up disconnected
store (Chen, Xiao & Lin, 2018). It is likewise simple to enrol and new company on the web.
The online store will be troublesome as the work isn't talented. While entering in the nation
like Hong Kong, new work it would be productive as the workforce is gifted and will
comprehend the new pattern (Jorna, 2017). There will be different dangers that would be
looked by the organization as there are different contenders. To make the place in the market
by beating the officially present organizations would be an intense errand. From the reseach,
it was discovered that it is anything but difficult to begin a business in Mexico as they have
simple and legitimate running arrangements that enable organization to maintain their
business (Licitra, Teti, Cerchiai & Bianco, 2017). They likewise offer facilitated commerce
concurrence with numerous nations by enabling them to open tremendous market in the
nation. Switzerland is undoubted extraordinary compared to other nations on the planet that
have a profoundly gifted working environment and they are prepared to work and help the
business to involve the market. There are different difficulties and hazard that are confronted
while venturing in the new market. The measure of market assumes a critical job as it winds
up hard to assess the deal or disappointment, if advertise is examined appropriately. There are
different changes in this manner, it is critical to manage such circumstances and ensure that
association have support towards hazard (Licitra, Teti, Cerchiai & Bianco, 2017).

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Conclusion
In this report, various business models and economic theories used in the international
market is discussed. Some of the economic theories that are discussed above are like absolute
advantage theory, mercantilism, comparative advantage theory and various other models.
Each model has some benefit and flaws and it is used according to the situation. The manners
by which plan of action of business would be affected upon the worldwide rivalry is talked
about, the qualities and hazard looked by the organization when they experience in global
market is examined. In this way, from this report the challenges and obstructions that are
looked by the Amazon is analysed and different models are techniques are recorded. The plan
of action that is adopted by amazon is discussed and the advantage it offers to clients is
discussed. It enhances the client connection with the organization and furthermore enables
Samsung to grow in the worldwide market.

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