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Case Report - Amazon

CONTENT
1. Amazon in Brief

2. Amazon’s Five Forces

2.1 Threat of New Entrants

2.2 Bargaining Power of Buyers

2.3 Rivalry Among Existing Competitors 2.4 Bargaining Power of Suppliers

2.5 Threat of Substitute Products or Services

3. Amazon’s Value Chain 4. Conclusion

5. References

Case Report - Amazon

1. AMAZON IN BRIEF
Amazon.com, an American company, started the journey 1994 in a small garage based in Seattle, Washington. Today, twenty years later Amazon has become the world's largest web retailer with a predicted revenue around $100 billion in 2014. The founder Jeffrey Bezos, a former Wall Street broker, started Amazon.com by selling books online from the garage in Seattle through the website Amazon.com; With a mission to provide everything for everyone. The company is one of the most customer-centric company in the world and every decision taken by Amazon, started with the key question; What is the value for the customer? - to provide the costumer with the best possible experience of Amazon. Jeffrey Bezos did not care about profit or return to the shareholders; the main focus has always been to provide the costumers with the most enjoyable experience. By offering a wide range of products and services to the lowest possible price and a fast and convenient delivery. Over the years, the selection of products and services have expanded enormously from just books to provide the customer with almost everything. Amazon has today the biggest selection on Earth’s. In the case report, a closer look on the current situation of Amazon's business environment will be discovered. By using Porter's five forces; the model gives a simple understanding of the market and helps to analysis the five forces impact on the industry. The second model used in the report is a brief introduction to the value chain in Amazon. In order to close the slope of the report a combined conclusion from the result of both models presented. To analysis if the market value of Amazon is reasonable in order to the potential in their business model and the outlook for future return of today investments.

2. AMAZON’S FIVE FORCES
To analysis the business environment Amazon.com operates in, Porter’s five forces is used, a simple and powerful model which make it easier to understand the market conditions. The model explain the five forces that influence the profitability in the industry and how the factors affected the company, in this case Amazon.com:

2.1 Threat of New Entrants
The threats of new entrants are quite low, Amazon has over the last twenty years built up a complex distribution network around the world and a customer loyalty to the brand. To compete against Amazon, new entrants need to raise capital. Economic of scale is an advantage Amazon is using to provide the lowest prices on the market. With a non-profit strategy, it is almost impossible to compete with the price for new entrants. Amazon is always trying to provide the lowest price, the biggest selection and the best delivery convenience. Amazon is sometimes taking losses just to certify the customers and become a stronger market leader. Today

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Case Report - Amazon

they almost have got a monopoly position on the market. The only possible threat to change Amazon's position is if Apple, Facebook or Google decide to take a share in some of amazon’s market positions. These multinational tech companies are the only with resources to change the business environment.

2.2 Bargaining Power of Buyers
The bargaining power of buyers is quite high, the customers can easily select exactly the same products or services in the nearest store. Amazon always focuses on the customer's experience and the founder Jeffery Bezos have a thought about, customer should not pay for inefficiencies within the company. Jeffery is always starting with the customer in mind when he is building a new business model and what value it gives to the customer. Because of the high bargaining power of buyers, Amazon needs to keep the lowest price and the best customer service to attract customer to buy from Amazon.com, instead of going to the store. The advantage Amazon.com has compare to other stores is less overhead cost and the economic of scale. The competitors are not even close to this, and they can not lower the prices in the same range and at the same time provide the same service. All this together creates more value and costumer satisfied, and that is the reason the customer become loyalty to the brand and regular clients at Amazon.

2.3 Rivalry Among Existing Competitors
Rivalry among existing competitors is high, Amazon mission is to provide everything for everyone. That is difficult because Amazon is competing with everyone when they do not differentiate from other brands. Amazon.com was one of the first companies in the e-business field, and the first advantage opportunity gives them a chance to built up a well-known brand and distribution channels before competitors started to compete against Amazon. Today Amazon meet competition from all different angles, the business model and the economic of scale still gives a cost advantage. Everything of Amazon’s earning is going back to the customers and that why Amazon never done a huge profit. The customer's associate the brand with high customer service and the best value to the lowest price which is the advantage of Amazon.com.

2.4 Bargaining Power of Suppliers
The bargaining power of suppliers is high, Amazon is an important channel to access a large marketplace with potential customers for many suppliers. Amazon is not in a position where they are dependent of one single supplier; they can select to buy from a numerous of suppliers around the world. The switching cost is also low which make it easy to change supplier if they do not fulfill the requirement. The suppliers are dependent to access the channel to reach the customer base Amazon is offering. Suppliers see the importance be on Amazon.com and have no strong bargaining power because they can not move to another substitute and the commitment with Amazon is clearly noticeable and essential.

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Case Report - Amazon

2.5 Threat of Substitute Products or Services
The threat of substitute products or services is high, Amazon is providing everything to everyone. Logical everyone will also be a competitor, and the force from different substitutes is high. Amazon.com are providing similar products and services like all the other retailers but to a lower price with a wider selection and the convenience for costumers to order online. Overall Amazon.com can easy identify many substitutes; by using a well-known brand, distribution network, selection of product and services. They try to differentiate from other retailers and keep the growth and taking new market shares.

4. AMAZON’S VALUE CHAIN
The value chain is a tool to analysis both the primary and secondary activities within the company. Michael Porter was the first one to explain the model, how to discover competitive advantage in a company. In the case of Amazon the primary activities; the Inbound Logistics are efficiently using customer data to forecast the demand and lower the cost of the return for unsold products to the suppliers. The advantage of the operations activity, Amazon operates the warehouses 24/7 to provide the best customer satisfaction. For the Outbound Logistics, Amazon using fulfillment center around the world to distribute the orders in the best way both economical and from the view of customer satisfaction. Marketing and sales are using the knowledge about the customers to recommend the best possible products or services for the right buyer at the right time. The last primary activity is service, and Amazon provide free return for all customers. They also let third parties use the channels to reach new customer in order to give the customers a wider range of selection.The secondary activities; Procurement, Human Resource management, Technological Development and Infrastructure. The last two is the most important one for Amazon a huge amount of money investing in these two to keep a distance to competitors. By providing the most efficient logistic and delivery system in the market.

5. CONCLUSION
Amazon has in many cases been a successful story on the stock market every since May 15, 1997 when Amazon.com went public. Jeffery Bezos understood the potential of the market and Jeffery's knew-how has been the main advantage in the success story of Amazon.com. During the last twenty years, Amazon has gone from zero dollar in revenue to reach almost $100 billion and experienced a tremendous growth. The profit had faces many challenges and just reach above break-even, today investor is more skeptical to the valuation of the company. An analysis of the forces in porter’s model shows four of the five forces is high, and the profitability in a business facing high forces are known to be low. The key factors to the high valuation are maybe the believe of the business model and the advantage in the value chain compare to another business. Amazon is today too big to fail and have invested in a believe of changing the marketplace. The question is how long time the investors are willing to believe of the valuation building of just speculation of future return.


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Case Report - Amazon

6. REFERENCES
Amazon (2014) Annual Report 2013. [Online] Available from: http://phx.corporate-ir.net/phoenix.zhtml? c=97664&p=irol-reportsannual [Accessed: 7th November 2014]. Bill Chan (2014) TUTORIAL 8 - BUSINESS FUNDAMENTALS [Presentation] Available from: http:// www.eportal.cityu.edu.hk [Presented: 24th October 2014]. Douglas A. McIntyre (2013) Amazon Could Reach $100 Billion Revenue in 2014. [Online] Available from: http:// 247wallst.com/retail/2013/12/29/amazon-could-reach-100-billion-revenue-in-2014/ [Accessed: 7th November 2014]. Porter, M.E. (2008). The five competitive forces that shape strategy, Harvard Business review, (1), s.s. 79-93. Youtube (2014) Amazon's Retail Revolution Business Boomers BBC Full documentary 2014. [Video] Available from: https://www.youtube.com/watch?v=6UhrIEUjtwI [Accessed: 9th November 2014].

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