Case 1 Summary

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Case 1 Overview
This case takes a look at the life of Amazon.com and the many changes to strategies that have been made over the years. Starting out in his garage, former investment banker, Jeff Bezos, took a risk and decided to start Amazon.com. He looked at factors such as, the annual growth in web usage and also looked at features of the book industry, and decided that Amazon would initially be an online bookstore. Bezos focused on growing his company quickly, and by doing this formulated a winning strategic plan that focused on customer service and creating a culture for the company that was filled with talented and unconventional employees. Starting with these factors in mind resulted in Amazon ultimately becoming the most recognizable Internet retailer in the world.
Amazon.com has made many changes to its strategies in order to stay ahead of the curve due to the rapid growth of the Internet. Although it started off strictly selling books and the focus was on becoming the “Earth’s Biggest Bookstore”, overtime Amazon.com began to introduce other products to its site. One of the main objectives of the company was to become the best place to buy, find, and discover any product or service available online. Due to Amazon’s evolving strategy, they became the number one online music and video seller. They also acquired companies in the UK, Germany, Canada, France and many other countries. Overtime, instead of fighting for a place amongst big names such as Barnes & Nobles and Borders, these same companies attempted to follow the lead of Amazon and imitate some of their strategies. However, there was not much success from these other companies’ attempts.
Profitability was once a concern for Amazon.com. From the beginning of Amazon’s existence the business model was to grow as quickly as possible by any means, even if operating efficiently took a back seat. This…...

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