Business Analysis: Amazon's Retail Outlets and Strategic Management
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This report analyzes Amazon's strategic decision to diversify into brick-and-mortar retail outlets. It employs business and management tools such as SWOT analysis, Ansoff matrix, and profitability ratios to evaluate the potential impact of this expansion. The study examines Amazon's strengths, including its financial prowess, consumer base, and technological advancements, while also addressing its weaknesses, such as disruptions and market segment limitations. Opportunities like new products and global presence are also explored. The report concludes that Amazon should diversify into physical stores, initially in its home market, and then expand into other markets, based on the analysis of the company's financial strength, market position, and profitability trends. The report highlights that the analysis is limited to the initial stages of the venture and future investigation is needed to determine the performance of Amazon's retail business.

Running head: RETAIL OUTLETS OF AMAZON
Retail Outlets of Amazon
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Retail Outlets of Amazon
Name of the Student:
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Author
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RETAIL OUTLETS OF AMAZON
Table of Contents
Introduction:...............................................................................................................................2
Methodology:.........................................................................................................................2
Table of supporting documents:.................................................................................................3
Main results or findings:............................................................................................................3
SWOT analysis:.....................................................................................................................3
Strengths:............................................................................................................................3
Weaknesses:.......................................................................................................................5
Opportunities:.....................................................................................................................6
Ansoff Matrix:........................................................................................................................8
Profitability ratios:.....................................................................................................................9
Analysis & Evaluation:............................................................................................................10
Conclusion:..........................................................................................................................11
Bibliography and references:...............................................................................................12
Appendices:..........................................................................................................................14
RETAIL OUTLETS OF AMAZON
Table of Contents
Introduction:...............................................................................................................................2
Methodology:.........................................................................................................................2
Table of supporting documents:.................................................................................................3
Main results or findings:............................................................................................................3
SWOT analysis:.....................................................................................................................3
Strengths:............................................................................................................................3
Weaknesses:.......................................................................................................................5
Opportunities:.....................................................................................................................6
Ansoff Matrix:........................................................................................................................8
Profitability ratios:.....................................................................................................................9
Analysis & Evaluation:............................................................................................................10
Conclusion:..........................................................................................................................11
Bibliography and references:...............................................................................................12
Appendices:..........................................................................................................................14

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RETAIL OUTLETS OF AMAZON
Introduction:
The aim of the paper is to study application of business and management tools to an
issues or a problem an organisation is facing. Amazon is a electronic commerce or
ecommerce and cloud computing services and software providing company with its
headquarters in the UNS. It is a public limited compnay listed on NASDAQ and has websites
designed for its major markets like the UK, Australia and France. It is the leading ecommerce
company in the world with Jeff Bezos as its founder, chairperson and CEO. Amazon sells a
variety of commodities over the digital space like books, consumer goods and industrial
goods. Thus, the consumer segments of the company include both household consumers and
industrial consumers. The company also provides cloud-computing services, which enable
multinational companies to manage their data. Amazon has decided to launch its own brick
and mortar stores to diversify its retail business and enhance customer experiences of
purchasing goods. Amazon is often attributed to disrupt the businesses of physical stores by
introducing the system of offering thousands of goods online to customers.
The issue the paper would address is, whether opening physical outlets to diversity
its retail business would have be positive or negative effects on the company. The
question, which the paper would seek to answer, is “Should Amazon’s diversify its business
into brick and mortar stores and would it impact its business negatively or positively?”
Methodology:
The researcher would consider secondary sources of data to gather information on the
project. The secondary sources of information would be newspapers, financial reports of
Amazon, articles, journals and magazines. The commentary would use SWOT analysis,
Ansoff matrix and profitability ratios:
RETAIL OUTLETS OF AMAZON
Introduction:
The aim of the paper is to study application of business and management tools to an
issues or a problem an organisation is facing. Amazon is a electronic commerce or
ecommerce and cloud computing services and software providing company with its
headquarters in the UNS. It is a public limited compnay listed on NASDAQ and has websites
designed for its major markets like the UK, Australia and France. It is the leading ecommerce
company in the world with Jeff Bezos as its founder, chairperson and CEO. Amazon sells a
variety of commodities over the digital space like books, consumer goods and industrial
goods. Thus, the consumer segments of the company include both household consumers and
industrial consumers. The company also provides cloud-computing services, which enable
multinational companies to manage their data. Amazon has decided to launch its own brick
and mortar stores to diversify its retail business and enhance customer experiences of
purchasing goods. Amazon is often attributed to disrupt the businesses of physical stores by
introducing the system of offering thousands of goods online to customers.
The issue the paper would address is, whether opening physical outlets to diversity
its retail business would have be positive or negative effects on the company. The
question, which the paper would seek to answer, is “Should Amazon’s diversify its business
into brick and mortar stores and would it impact its business negatively or positively?”
Methodology:
The researcher would consider secondary sources of data to gather information on the
project. The secondary sources of information would be newspapers, financial reports of
Amazon, articles, journals and magazines. The commentary would use SWOT analysis,
Ansoff matrix and profitability ratios:
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RETAIL OUTLETS OF AMAZON
Table of supporting documents:
1. 1.http://business.financialpost.com/news/retail-marketing/from-mouldy-strawberries-
to-poorly-trained-employees-amazon-still-stumped-by-treacherous-800-billion-
grocery-market
2. MIT Technology Review
3. Q1 2017 earnings
4. Amazon 2016 Annual Report
5. "Amazon's Newest Bricks And Mortar Store Opens In New York". 2017. Bbc.Com.
Amazon Opens New Offline Shop In New York". 2017. BBC News.
http://www.bbc.com/news/business-40051886
Main results or findings:
The findings of the research would be based on SWOT analysis, Ansoff matrix and
ratio analysis. The ration analysis would consider the gross profit margin ratio, which is the
ratio of gross profit to net sales for a year expressed as percentage.
SWOT analysis:
The following are the findings from the SWOT analysis of Amazon:
Strengths:
Financial strength: Amazon is a public limited company listed on NASDAQ and has
very strong capital base, which is its first strength. The graph shows that the share prices of
the company are rising which predicts its growing financial strength1. The company as a
result, can source huge capital by floating shares in the market.
1 AMZN:NASDAQ GS Stock Quote - Amazon.com Inc. (2017). Bloomberg.com. Retrieved 26 November
2017, from https://www.bloomberg.com/quote/AMZN:US
RETAIL OUTLETS OF AMAZON
Table of supporting documents:
1. 1.http://business.financialpost.com/news/retail-marketing/from-mouldy-strawberries-
to-poorly-trained-employees-amazon-still-stumped-by-treacherous-800-billion-
grocery-market
2. MIT Technology Review
3. Q1 2017 earnings
4. Amazon 2016 Annual Report
5. "Amazon's Newest Bricks And Mortar Store Opens In New York". 2017. Bbc.Com.
Amazon Opens New Offline Shop In New York". 2017. BBC News.
http://www.bbc.com/news/business-40051886
Main results or findings:
The findings of the research would be based on SWOT analysis, Ansoff matrix and
ratio analysis. The ration analysis would consider the gross profit margin ratio, which is the
ratio of gross profit to net sales for a year expressed as percentage.
SWOT analysis:
The following are the findings from the SWOT analysis of Amazon:
Strengths:
Financial strength: Amazon is a public limited company listed on NASDAQ and has
very strong capital base, which is its first strength. The graph shows that the share prices of
the company are rising which predicts its growing financial strength1. The company as a
result, can source huge capital by floating shares in the market.
1 AMZN:NASDAQ GS Stock Quote - Amazon.com Inc. (2017). Bloomberg.com. Retrieved 26 November
2017, from https://www.bloomberg.com/quote/AMZN:US
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RETAIL OUTLETS OF AMAZON
Huge consumer base and revenue yield: Amazon is the largest ecommerce company and
millions of customers use its websites to buy products all over the world, thus earning huge
revenue. The graph shows that by 2016 second quarter, the company has earned revenue of $
32 billion by selling products worldwide (Appendix 2)2.These two strengths enable Amazon
to source immense capital and revenue, which forms the basis of its third strength, its robust
technology3.
Immense technological prowess: Amazon is technologically very strong and its financial
strength enables to carry out consistent development in the existing technology and introduce
new technology4. This leads to its fourth strength, its aggressive product line offering a
variety of products to its global base of customers.
Huge product line: The products of Amazon consist of ecommerce websites, video streaming
services called Amazon Prime, online books and cloud computing services. Amazon is
aiming to diversify its product line by offering brick and mortar store to cater to the
customers directly and offer them great shopping experiences. The stores would complement
2 million, Amazon. 2017. "Amazon Prime Subscribers Hit 80 Million". Business Insider.
http://www.businessinsider.com/amazon-prime-subscribers-hit-80-million-2017-4?IR=T.
3 Amazon - Investor Relations - Annual Reports, Proxies And Shareholder Letters". 2017. Phx.Corporate-
Ir.Net. http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-reportsannual.
4 Carter, Lemuria, and France Bélanger. "The utilization of e‐government services: citizen trust, innovation and
acceptance factors." Information systems journal 15, no. 1 (2005): 5-25.
RETAIL OUTLETS OF AMAZON
Huge consumer base and revenue yield: Amazon is the largest ecommerce company and
millions of customers use its websites to buy products all over the world, thus earning huge
revenue. The graph shows that by 2016 second quarter, the company has earned revenue of $
32 billion by selling products worldwide (Appendix 2)2.These two strengths enable Amazon
to source immense capital and revenue, which forms the basis of its third strength, its robust
technology3.
Immense technological prowess: Amazon is technologically very strong and its financial
strength enables to carry out consistent development in the existing technology and introduce
new technology4. This leads to its fourth strength, its aggressive product line offering a
variety of products to its global base of customers.
Huge product line: The products of Amazon consist of ecommerce websites, video streaming
services called Amazon Prime, online books and cloud computing services. Amazon is
aiming to diversify its product line by offering brick and mortar store to cater to the
customers directly and offer them great shopping experiences. The stores would complement
2 million, Amazon. 2017. "Amazon Prime Subscribers Hit 80 Million". Business Insider.
http://www.businessinsider.com/amazon-prime-subscribers-hit-80-million-2017-4?IR=T.
3 Amazon - Investor Relations - Annual Reports, Proxies And Shareholder Letters". 2017. Phx.Corporate-
Ir.Net. http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-reportsannual.
4 Carter, Lemuria, and France Bélanger. "The utilization of e‐government services: citizen trust, innovation and
acceptance factors." Information systems journal 15, no. 1 (2005): 5-25.

5
RETAIL OUTLETS OF AMAZON
the online shopping services and would have automated payment process, which would
enable the customers to pay for their purchases without intervention of cashiers5.
Weaknesses:
Frequent disruptions: The first weakness of Amazon are frequent disruptions in the internet
connections all round the world disrupt the online sales of goods through the websites of
Amazon. The company is heavily dependent on internet to sell products and offer services all
over the world6. Thus, power and internet disruptions prevents people from placing orders on
the website which leads of a heavy opportunity losses to the company.
Not successful in all segments: Amazon leads the ecommerce market but does not lead in all
its segments. For example, in video streaming segment, Youtube leads the market. The
venture of Amazon failed because it failed to provide high quality food products. Its online
grocery store failed to provide customers with fresh food items, which often resulted in sales
returns, causing further losses7. Thus, some ventures of Amazon are less profitable and often
leads to the loss to the company.
5 Amazon's Newest Bricks And Mortar Store Opens In New York". 2017. Bbc.Com. Amazon Opens New
Offline Shop In New York". 2017. BBC News. http://www.bbc.com/news/business-40051886.
6 Johnson, M., and Seungjin Whang. "E‐business and supply chain management: an overview and
framework." Production and Operations management 11, no. 4 (2002): 413-423.
7 Soper, More, and More Zaleski. 2017. "Inside Amazon’S Battle To Break Into The $800 Billion Grocery
Market". Bloomberg.Com. https://www.bloomberg.com/news/features/2017-03-20/inside-amazon-s-battle-to-
break-into-the-800-billion-grocery-market.
RETAIL OUTLETS OF AMAZON
the online shopping services and would have automated payment process, which would
enable the customers to pay for their purchases without intervention of cashiers5.
Weaknesses:
Frequent disruptions: The first weakness of Amazon are frequent disruptions in the internet
connections all round the world disrupt the online sales of goods through the websites of
Amazon. The company is heavily dependent on internet to sell products and offer services all
over the world6. Thus, power and internet disruptions prevents people from placing orders on
the website which leads of a heavy opportunity losses to the company.
Not successful in all segments: Amazon leads the ecommerce market but does not lead in all
its segments. For example, in video streaming segment, Youtube leads the market. The
venture of Amazon failed because it failed to provide high quality food products. Its online
grocery store failed to provide customers with fresh food items, which often resulted in sales
returns, causing further losses7. Thus, some ventures of Amazon are less profitable and often
leads to the loss to the company.
5 Amazon's Newest Bricks And Mortar Store Opens In New York". 2017. Bbc.Com. Amazon Opens New
Offline Shop In New York". 2017. BBC News. http://www.bbc.com/news/business-40051886.
6 Johnson, M., and Seungjin Whang. "E‐business and supply chain management: an overview and
framework." Production and Operations management 11, no. 4 (2002): 413-423.
7 Soper, More, and More Zaleski. 2017. "Inside Amazon’S Battle To Break Into The $800 Billion Grocery
Market". Bloomberg.Com. https://www.bloomberg.com/news/features/2017-03-20/inside-amazon-s-battle-to-
break-into-the-800-billion-grocery-market.
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RETAIL OUTLETS OF AMAZON
Opportunities:
New products: Amazon introduces new products to cater to the new customer needs and
create new customer experience. The newest product, which the company has launched, is a
line of brick and mortar stores. The customers can visit these stores to buy Amazon products
and make payments. One can point that all several multinational companies like Levis have
both physical stores and online stores where they sell their products. Thus, in the light of this
fact one can predict that Amazon would also be successful in earning profits from the
physical stores. The brick and mortar stores would strengthen the power of Amazon to rich to
the customer needs to create excellent purchase experience. Truly, the stores would
complement the online sales of Amazon8.
Global presence: Amazon has regional websites dedicated to all its markets to cater to the
region specific customer needs. This global presence allows Amazon to cater to a large base
of customers earning high revenue9.
Weakness:
Stiff competition: Amazon faces stiff challenges from companies like Google and Microsoft,
which market similar products. These strong competitors threaten the market position and
revenue generation of the company10.
8 Jun, Minjoon, Zhilin Yang, and DaeSoo Kim. "Customers' perceptions of online retailing service quality and
their satisfaction." International Journal of Quality & Reliability Management 21, no. 8 (2004): 817-840.
9 Laudon, Kenneth C., and Carol Guercio Traver. E-commerce. Pearson, 2013.
10 Rodgers, John A., David C. Yen, and David C. Chou. "Developing e-business; a strategic
approach." Information management & computer security 10, no. 4 (2002): 184-192.
RETAIL OUTLETS OF AMAZON
Opportunities:
New products: Amazon introduces new products to cater to the new customer needs and
create new customer experience. The newest product, which the company has launched, is a
line of brick and mortar stores. The customers can visit these stores to buy Amazon products
and make payments. One can point that all several multinational companies like Levis have
both physical stores and online stores where they sell their products. Thus, in the light of this
fact one can predict that Amazon would also be successful in earning profits from the
physical stores. The brick and mortar stores would strengthen the power of Amazon to rich to
the customer needs to create excellent purchase experience. Truly, the stores would
complement the online sales of Amazon8.
Global presence: Amazon has regional websites dedicated to all its markets to cater to the
region specific customer needs. This global presence allows Amazon to cater to a large base
of customers earning high revenue9.
Weakness:
Stiff competition: Amazon faces stiff challenges from companies like Google and Microsoft,
which market similar products. These strong competitors threaten the market position and
revenue generation of the company10.
8 Jun, Minjoon, Zhilin Yang, and DaeSoo Kim. "Customers' perceptions of online retailing service quality and
their satisfaction." International Journal of Quality & Reliability Management 21, no. 8 (2004): 817-840.
9 Laudon, Kenneth C., and Carol Guercio Traver. E-commerce. Pearson, 2013.
10 Rodgers, John A., David C. Yen, and David C. Chou. "Developing e-business; a strategic
approach." Information management & computer security 10, no. 4 (2002): 184-192.
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RETAIL OUTLETS OF AMAZON
Data theft: Amazon is always under threats from data thefts and virus attacks. This creates a
huge threat to the knowledge bank of the company, which require it to invest millions of
dollars to secure its data against these threats11.
11 Jain, Prince. "Security Issues and their solution in cloud computing." International Journal of Computing &
Business Research (2012): 2229-6166.
RETAIL OUTLETS OF AMAZON
Data theft: Amazon is always under threats from data thefts and virus attacks. This creates a
huge threat to the knowledge bank of the company, which require it to invest millions of
dollars to secure its data against these threats11.
11 Jain, Prince. "Security Issues and their solution in cloud computing." International Journal of Computing &
Business Research (2012): 2229-6166.

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RETAIL OUTLETS OF AMAZON
Ansoff Matrix:
Figure 1. Figure showing Ansoff Matrix
The Ansoff matrix above presents four quadrants namely, market development,
market penetration, diversification and product development. Amazon in case of market
development, Amazon must enter new markets like countries in South America and Africa
where it has no operations with existing products like ecommerce services. The company
must try to penetrate its markets of America, Europe and Asia by providing existing products
at cheaper rates12. Amazon must try to introduce its new product, physical stores in existing
market and earn huge revenue by selling products offline besides selling them online. As far
as diversification is concerned, the company must introduce the offline stores in the new
markets only after its gain high positions in those markets.
12 Brynjolfsson, Erik, Yu Hu, and Mohammad S. Rahman. "Battle of the retail channels: How product selection
and geography drive cross-channel competition." Management Science 55, no. 11 (2009): 1755-1765.
Market Development Diversification
Market penetration Product developmentExisting markets
New markets
Existing Products New Products
RETAIL OUTLETS OF AMAZON
Ansoff Matrix:
Figure 1. Figure showing Ansoff Matrix
The Ansoff matrix above presents four quadrants namely, market development,
market penetration, diversification and product development. Amazon in case of market
development, Amazon must enter new markets like countries in South America and Africa
where it has no operations with existing products like ecommerce services. The company
must try to penetrate its markets of America, Europe and Asia by providing existing products
at cheaper rates12. Amazon must try to introduce its new product, physical stores in existing
market and earn huge revenue by selling products offline besides selling them online. As far
as diversification is concerned, the company must introduce the offline stores in the new
markets only after its gain high positions in those markets.
12 Brynjolfsson, Erik, Yu Hu, and Mohammad S. Rahman. "Battle of the retail channels: How product selection
and geography drive cross-channel competition." Management Science 55, no. 11 (2009): 1755-1765.
Market Development Diversification
Market penetration Product developmentExisting markets
New markets
Existing Products New Products
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RETAIL OUTLETS OF AMAZON
Profitability ratios:
Dec 31,
2016
Dec 31,
2015
Dec 31,
2014
Dec 31,
2013
Dec 31,
2012
Gross Profit 47722 35355 26236 20271 15122
Net Sales 135987 107006 88988 74452 61093
Gross Profit
Margin:
35.09% 33.04% 29.48% 27.23% 24.75%
Gross profit
12/31/2016
12/31/2015
12/31/2014
12/31/2013
12/31/2012
Figure 2. Pie chart showing profit margin of Amazon
Source13
13Amazon - Investor Relations - Annual Reports, Proxies And Shareholder Letters". 2017. Phx.Corporate-
Ir.Net. http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-reportsannual.
RETAIL OUTLETS OF AMAZON
Profitability ratios:
Dec 31,
2016
Dec 31,
2015
Dec 31,
2014
Dec 31,
2013
Dec 31,
2012
Gross Profit 47722 35355 26236 20271 15122
Net Sales 135987 107006 88988 74452 61093
Gross Profit
Margin:
35.09% 33.04% 29.48% 27.23% 24.75%
Gross profit
12/31/2016
12/31/2015
12/31/2014
12/31/2013
12/31/2012
Figure 2. Pie chart showing profit margin of Amazon
Source13
13Amazon - Investor Relations - Annual Reports, Proxies And Shareholder Letters". 2017. Phx.Corporate-
Ir.Net. http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-reportsannual.
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RETAIL OUTLETS OF AMAZON
The above table shows that Amazon earns high profits by selling a wide variety of
products all round the world. This means that the company must diversify its business into
new segments like opening brick and mortar stores initially in the US, its home market and
later on enter its host countries like the UK.
Analysis & Evaluation:
The analysis of the SWOT, Ansoff matrix and profitability ratio brings into light
several facts, which show that opening brick and mortar stores would profit Amazon. First,
Amazon has a huge investor and customer base providing it with capital and revenue
respectively. One can interpret from this finding that Amazon can amass huge amount of
fund to finance its brick and mortar stores. Secondly, its financial strength has allowed the
company bring about immense development in its technology. This can help the company
cause disruptive innovation by introducing stores with digital payment systems capable of
accepting payments faster from customers. One can interpret from the success of
multinational companies like Levis that physical stores can be used to strengthen market
presence and enhance online sales of goods. This it can be evaluated based on this ground
that Amazon would be successful in capturing huge market by opening physical stores.
Thirdly, the interpretation of the Ansoff matrix of Amazon shows that the company should
introduce the stores initially in its home country namely, the US and then expand it into the
host markets. Fourthly, the profitability pie chart of Amazon shows that the company has
shown increase in profit margin from 2012 to 2016. An evaluation of the profitability ratio
points out to the growing market position of Amazon. Thus, based on the findings and their
analysis, one can summarise that Amazon should expand its market presence by opening a
physical store.
RETAIL OUTLETS OF AMAZON
The above table shows that Amazon earns high profits by selling a wide variety of
products all round the world. This means that the company must diversify its business into
new segments like opening brick and mortar stores initially in the US, its home market and
later on enter its host countries like the UK.
Analysis & Evaluation:
The analysis of the SWOT, Ansoff matrix and profitability ratio brings into light
several facts, which show that opening brick and mortar stores would profit Amazon. First,
Amazon has a huge investor and customer base providing it with capital and revenue
respectively. One can interpret from this finding that Amazon can amass huge amount of
fund to finance its brick and mortar stores. Secondly, its financial strength has allowed the
company bring about immense development in its technology. This can help the company
cause disruptive innovation by introducing stores with digital payment systems capable of
accepting payments faster from customers. One can interpret from the success of
multinational companies like Levis that physical stores can be used to strengthen market
presence and enhance online sales of goods. This it can be evaluated based on this ground
that Amazon would be successful in capturing huge market by opening physical stores.
Thirdly, the interpretation of the Ansoff matrix of Amazon shows that the company should
introduce the stores initially in its home country namely, the US and then expand it into the
host markets. Fourthly, the profitability pie chart of Amazon shows that the company has
shown increase in profit margin from 2012 to 2016. An evaluation of the profitability ratio
points out to the growing market position of Amazon. Thus, based on the findings and their
analysis, one can summarise that Amazon should expand its market presence by opening a
physical store.

11
RETAIL OUTLETS OF AMAZON
Conclusion:
The discussion at length shows that Amazon should diversify into brick and mortar
stores. However, it can be recommended in the light of the discussion that the company
should introduce the brick and mortar stores in its home country and gradually expand it into
the host countries. I can point out upon reflecting on the topics covered that, the study does
not cover areas like the market position of Amazon in the physical retail business. This is
because the company has just embarked on the business venture and analysis of the
performance in brick and mortar store business is subject to future investigations.
RETAIL OUTLETS OF AMAZON
Conclusion:
The discussion at length shows that Amazon should diversify into brick and mortar
stores. However, it can be recommended in the light of the discussion that the company
should introduce the brick and mortar stores in its home country and gradually expand it into
the host countries. I can point out upon reflecting on the topics covered that, the study does
not cover areas like the market position of Amazon in the physical retail business. This is
because the company has just embarked on the business venture and analysis of the
performance in brick and mortar store business is subject to future investigations.
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