Business Case Report: Amazon's Strategic Technology Implementation

This report presents a business case analysis of Amazon, examining its operations, market segmentation, and strategic technology implementation. It begins with an introduction to Amazon, highlighting its evolution from an online bookstore to a global e-commerce leader. The report then delves into the background of Amazon, discussing its expansion, technological advancements, and customer-centric approach. It analyzes the affected market, focusing on Amazon's strategy to target the Indian market and its plan to offer 48-hour delivery. The business operations section outlines Amazon's objectives, strategies, and the strategic changes required to implement the new delivery plan. The report also touches upon market segmentation based on demographics and geographic locations. The report uses various business models for strategic changes and concludes by summarizing the key findings and implications of Amazon's strategies.

Business Case

Table of Contents
INTRODUCTION...........................................................................................................................1
BACKGROUND.............................................................................................................................1
AFFECTED MARKET...................................................................................................................2
BUSINESS OPERATIONS (Business Case)..................................................................................4
FINDINGS.......................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Technology is a crucial aspect that has numerous effects on business operations. In
present era, world of business are learning to relaying on emerging technology in order to drive
innovation, strategic planning and maximising competitive advantages (Charles Jr,Schmidheiny
and Watts, 2017). This project report is based on Amazon which is a electronic commerce and
cloud computing based organisation. The organisation was founded in the year of 1994 by Jeff
Bezos as a small e-commerce firm and now it is a world's largest internet retailer in the terms of
market capitalization and revenues. The report is determine new strategy of Amazon in which
technology play a major role by supporting managers while accomplishing business operations.
It determine a background discussion that identify technology and trends that potentially affect
business operational approaches. Its also focusing on a specific market segment in order to fulfil
customers requirement properly. At last it determine impact of strategic changes and possible
challenges that Amazon can face during new business operations.
BACKGROUND
Amazon is the world's largest e-commerce firm which was founded by Jeff Bezos and
was started in year 1995. It is known as a Fortune 500 company based in Seattle and known as
global leader in this field of business by providing suitable products to people and fulfil their
needs in proper way. It began as an online book store and initial public stock which was offered
in the year around 1997. After sometime, they expanded significantly in their variety of goods,
international sites and worldwide networks for fulfilment and client service centres to render
their services for more population ate global level (Marschan-Piekkari and Welch, 2011). In
current scenario of changing trends in market, Amazon provide most of product to people from
books, tennis racket, diamond jewellery and electronic equipments to complete expectations of
customers properly. They have enhance their business in several countries such as Canada,
China, France, Germany, Italy, Japan, Spain and United Kingdom by operating sites.
According to introduction of new or innovative technology, Amazon also adopts suitable
and more effective technological machines or software such as online data base to maintain
records of product orders and render shipping information to people in correct way. They
implement creative and efficient technology in business to provide variety of products in more
convenient manner along with lower price. Easy purchase methods will help to gain more
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customers which will facilitates to grab more market share and achieve growth successfully.
They have made several innovative and attractive strategies to gain more customers for brand
such as offer personal experience of shopping for every client, book discovery through “Search
inside the Book” and convenient checkout using “1 Click Shopping”.
Around the year 2000, Amazon starts to provide it best of breed service of e- commerce
platform to other retailers and individual sellers (Waters And et.al., 2011). In present scenario of
changing fashion of market, they work together with large retailers to power their e- commercial
offerings and branded merchants are also leverage this company as incremental sales channels
for their fresh merchandise. There are various kinds of large brands whose products or services
are available on site of Amazon and people can easily purchase them to fulfil their desires. It will
results into making brand more strong due to having link with more effective and huge
companies. The evolution of this company from website to e- commerce partner to development
platform is drive by spirit of innovation which can be considered as part of DNA of Amazon.
This organisation bills itself as world's most customer- centric firm and client satisfaction seems
to be core of everything. Now, Benzos, the CEO is known to be relentless in making sure about
satisfaction of people which is always kept as priority and every single individual in Amazon
will perform according to this principle.
Basically, India is selected as anew market for the Amazon development as main motive
of an organization is to improve the delivering process in India. In preset situation of changing
trends of market, every company is required to build more innovative and effective plan of action
to grab more profit share of market place successfully. In case of Amazon, they have created a
new and creative strategy which states to provide delivery of product at same day of order to
customers. This policy is basically for completing urgent order and completing emergency needs
of customers properly (van Dijk,van Engen and Paauwe, 2012). Technology has a significant
role in process of successfully implementing this technique or fulfilling urgent requirements of
people. Various effective techniques are helpful to easily tracking location of customer or
address where the parcel should be delivered then they can use emerging technological software
or equipments for fast delivery process along with easy payment criteria. This will provide
support to grab more clients and attain better productivity as well as profitability which
facilitates to achieve growth of business.
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AFFECTED MARKET
Market segmentation is defined as the process of identifying specific customers and
targets audiences within a broad marketplace. It is most important and effective tool for the
marketer to cater their target people as well. Amazon is dealing in international market and they
provide variety of products or services to the customers for satisfying their needs or wants as
well. Company has adopted new innovative ideas and focusing on its implementation so that
better outcomes can be get. Their innovative plan is to deliver particular goods or services within
48 hour that facilitates to reach at potential customers with appropriate manner. They have
targeted their market on the basis of demographic and geographic where small group of people
are to be considered (Nichols, 2012). India will be best location to increase maximum number of
sales and generate higher revenues with effective way. It is second largest country in population
after China. There are founded various potential customers with age group between 15 to 40 for
Amazon products. Company decided to deals with Indian customers and provide them goods and
services within 48 hours so that they will be attracted and loyal towards firm. Most of Indian
people prefer online services and they focused on getting new trendy items as well. It can be seen
from existence of Amazon in India where this has become the world's largest online retailer in
the marketplace.
Amazon launched website in India for selling books, TV shows, films and electronic
items including mobile phones, cameras and other devices as well. As consumer demand of
Indian people are increasing day by day for experiencing every new things. In the present time,
this site offers over 15 million products and give home delivery services. Thus, with the use of
modern technology Amazon can easily access the services across the nation in proper manner by
fulfilling the needs or requirement of various foreign customers. Now they are planning to
deliver within 48 hours for attracting number of customers and focus on target audiences with
age group of 15 to 40 as well. Company offers books, music, women and men's wears, fashion
jewellery, kitchen and home appliances, video games, toys etc. Amazon understood the Indian
market and its customers by considering their needs, wants, preferences, choices and buying
behaviour regarding particular goods and services so that they can meet customers desired
expectations.
Therefore, their targeted audiences are female and female with age group of 15 to 40 who
will prefer to take advantage of delivery services within 48 hours and satisfy their needs or
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expectations in an effective manner (Schaltegger, Lüdeke-Freund and Hansen, 2012). Amazon is
providing different varieties and trendy cloths as per the demand of customers. On the other
side, Men mostly prefer electronic items and latest technologies, devices which can be ordered
through online. In India, there may be limited stores where new latests devices are available so,
Amazon also studied deeply of such problems and provide variety of electronic items with
reasonable costs such as camera, mobile phones, home theatre, TV, laptop and computer devices
etc. The new innovative business plan and technology will affects on the target audiences and
they will be loyal towards company due to quick delivery services at affordable costs (Mithas
and et.al., 2013). This will assist in achieving best outcomes and generate higher revenues
through satisfy customers needs and wants with appropriate way.
BUSINESS OPERATIONS (Business Case)
Background of the organisation – Amazon is an online shopping company founded in
5th July 1994 and its founder is Jeff Bezos. They are serving worldwide their products such as
Amazon Appstore, Amazon Echo, ComiXology, Amazon Video etc.. its headquarters is in
Seattle, Washington, United States (Weske, 2012). The same organisation is fourth most
valuable public enterprise in the world as well largest internet firm by the revenue and after
Walmart in the entire globe second largest employer in US.
Business Objective – “To deliver goods and services within 48 hours to customers by
implementing advance technology in business operations”.
Business Strategy – Amazon is the company which is serving worldwide their products
and services as well their stores are available in every city. Thus, they are implementing effective
supply chain strategy and advance technology in their working so they can deliver their products
and services to customers within 48 hours after placing order. It is an unique strategy which
assist respective enterprise in providing such facilities which create their distinct image in market
area compare to others. While implementing Transport Management Software in the business
there are several strategic changes may which need to be managed in better manner. So that, day
to day operations of the business can be managed in better manner as well result in generating
high amount of revenue.
Delivery of goods and services within 48 hours after ordering is only possible when
product should be delivered by the store which is nearby the ordering location. Moreover, it is
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necessary to manage strategic changes in better manner so that goals and objective, mission of
the company can be achieved in better manner (Dudin and et.al., 2013). Alteration is essential for
Amazon to continue to thrive and meet and exceed the competition of industry competitors.
Their are several model of strategic changes by applying these in their working company can
apply alteration in better manner. Some of them are mention below :-
Kotter's 8 step model of change management – This model is given by John Kotter in
1996 they introduce 8 steps of changes by implementing these in operations Amazon can manage
alteration in better manner. Main objective of the company is to launch instant delivery process
which is not an easy task to implement at workplace because changes are not easily accepted by
staff members. Therefore, this eight steps helps in implementing strategic modification. These
steps are as follows :- Creating an Urgency – By using initial step of this model, managers of an association
needs to determine and highlight the potential threats or any repercussion that can be
occurred in the future during adaptation of changes. In this, Amazon can examine the
opportunities for effective intervention and it support in involving stakeholders and
customers for preventing issues regarding changes in an effective manner. For example;
negative feedbacks on internet sites is affecting sales of an organization which create an
urgency for Amazon to focus on their delivery services by imposing modification in their
current in working style of an organization. Forming Powerful Guiding coalitions - In this stage, company identify their key people
such as stakeholders, for getting their involvement as well as commitment towards the
entire process. It will be suitable in implementing the business plan and form a powerful
change. Meetings and gathering is requisite for implementing this change as proper
discussion is require for convincing stakeholders of an organization to follow the plan of
48 hours delivery. Developing a Vision and a Strategy – Motivate employees by conducting various
conferences for explaining them about their long vision. As a result, employees get aware
about their working need and prepared for further procedure. It is the next phase where
vision and strategies are be set for realising the change within an organisation. It is
necessary to set the vision and ensure that employees can easily understand for further
action.
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 Communicating the Vision - In this, Amazon have to communicate its vision and
strategies the stakeholders and other people for proper implementation. It is helpful in
connecting the vision and take corrective action like performance reviews and training as
well. As a result, full consent will gain for imposing this plan due to which possibilities
of mistakes will get minimized. Removing Obstacles - In this step, company focus on its structures and procedures that
placed and aligned with effective manner as per the organisational vision and goals.
Amazon required to form proper structure regarding execution of new plans or strategies
as well. Creating Short – term Wins - In such phase, company set short term targets rather than
long term for appropriate victory and it will be suitable in achieving that goals with lower
costs as well as less expensive. Consolidating Gains - There must be required to improve continuously through analysis
of successful stories and get best results by improving individual experiences with
accurate manner.
 Anchoring change in the corporate Culture - In this, company can discuss its success
stories by ensuring regarding changes within organisation for achieving goals and
success. Amazon can bring that particular change in delivery system which is the services
of delivery within 48 hours for satisfying customers desired needs or wants. As a result
positive feedbacks are coming from customers which aids an organization in establishing
their image at marketplace.
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(Source : Kotter’s 8 Step Change Model 2017)
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Illustration 1: Kotter’s 8 Step Change Model

Lewin' s change management model – Business environment is dynamic in nature and
because of this it require several modification in their working. Although, Change management
is become more familiar in the business world now a days. Lewins change management model is
developed by Kurt Lewin in 1940 as well it is known as Unfreeze – Change – Freeze which is an
three stages process. For implementing latest technology in the operation of Amazon they have
tu unfreeze their current plan after that modification can be made. Then in the last stage applied
alteration get freeze and all the employees work on the basis of current strategies. Explanation of
these three steps is mention below :-
(Source : Lewin’s Change Model, 2017)
 Unfreeze – This is first step of Lewin's Change management model it involved to prepare
company to accept that modification in technology is necessary. So that goods and
services can be delivered to customers with 48 hours after ordering but before applying
new it is necessary to breakdown existing. Current technology or startegy related to this
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Illustration 2: Lewin’s Change Model

is followed by Amazon should be unfreeze in first step so that further applying Transport
Management Software.
 Change – in this stage employees of Amazon look for something new and start doing
work on latest technology. But in this second stage staff members of respective enterprise
take time to adopt new things (Ashkenas, 2013). Apart from this, manager and leader
have to explain each and every employees that why modification are taking place and
their importance how it is beneficial for them.
 Freeze – It is last step which only can be possible when modification take place in the
business and employees have embraced the new way of working. Then Amazon is ready
to freeze the strategic changes implemented by them related to advance technology.
From the above mention two strategic management models Lewin change management is
suitable for Amazon while implementing latest technology in their operations. So that they can
deliver goods and services within 48 hours of placed order.
FINDINGS
By analysing overall assignment, number of things are identified which aids company to
concentrate on their future development. For example; Amazon uses Lewin change model and
Kotter approach for imposing strategic modification at workplace by considering necessary facts
or figures. In fact, technology is fully accepted by most of the clients because overall society
wanted to get instant delivery which is only possible with the use of advanced technology.
Hence, it has been understood that company needs to focus on their future development by
imposing advanced technology at workplace and promote every staff members towards usage of
modern tools in order to accomplish their business activities in defined time frame.
CONCLUSION
From the above report it has been summarized that strategic changes is highly
indispensable for company success due to the fluctuation in various other factors. For example;
customer expectation is rises because of advancement across the world. In order to meet the
demand of entire society, an organization needs to implement major changes in business
operations for capturing the minds of various clients. Throughout the assessment, it has been
discussed that Amazon is implementing a major change in their strategy for gaining maximum
benefits. For instance; trying to deliver the product within 48 hours with the use of modern
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methods. Thus, various approaches or models of changes was also explained for proper
functioning of business operations.
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REFERENCES
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business and management research. Edward Elgar Publishing.
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pp.333-339.
van Dijk, H., van Engen, M. and Paauwe, J., 2012. Reframing the business case for diversity: A
values and virtues perspective. Journal of Business Ethics. 111(1). pp.73-84.
Nichols, P.M., 2012. The business case for complying with bribery laws. American Business Law
Journal. 49(2). pp.325-368.
Schaltegger, S., Lüdeke-Freund, F. and Hansen, E.G., 2012. Business cases for sustainability: the
role of business model innovation for corporate sustainability. International Journal of
Innovation and Sustainable Development. 6(2). pp.95-119.
Mithas, S. and et.al., 2013. Leveraging big data and business analytics [Guest editors'
introduction]. IT professional. 15(6). pp.18-20.
Weske, M., 2012. Business process management architectures. In Business Process Management
(pp. 333-371). Springer, Berlin, Heidelberg.
Dudin, M. and et.al., 2013. Innovative foresight as the method for management of strategic
sustainable development of the business structures (No. dud2).
Ashkenas, R., 2013. Change management needs to change. Harvard Business Review. 16(April).
Online
Lewin’s Change Model. 2017.[Online].Available through <https://www.toolshero.com/change-
management/lewin-change-model/>
Kotter’s 8 Step Change Model.2017.[Online].Available
through<https://www.toolshero.com/change-management/8-step-change-model-kotter/>
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