Amazon began as one of the first major online retailers, originally selling only books. It has since diversified into many other product lines and services to become the world's largest online retailer. Amazon offers both retail services like books, electronics, apparel, and non-retail services such as Amazon Web Services. As an e-commerce giant, Amazon faces high barriers to entry from economies of scale, differentiation requirements, and capital needs but medium barriers to exit due to specialized assets and contractual obligations. It competes with brick-and-mortar stores and catalogs but sees rental services as complementary. Amazon's strategic challenges include finding new growth areas and maintaining long-term profitability.

1. CASE STUDY ON....
AMAZON
BY SHALAKA SITRE

2. JOURNEY OVER YEARS......
 BEGAN AS ONE OF THE FIRST MAJOR COMPANIES TO SELL GOODS OVER THE INTERNET
 STRATED AS SOLELY AS AN ONLINE BOOKSTORE'
 DUE TO SUCCESS DIVERSIFIED INTO MANY OTHER PRODUCT LINES AND SERVICES
 MULTINATIONAL E-COMMERCE COMPANY
 WORLDS LARGEST ONLINE RETAILER

3. Types of services
RETAIL SERVICES
 BOOKS
 ELECTRONIC GOODS
 KINDLE
 BAGS
 LUGGAGE
 CLOTHING
 FOOTWEAR
NON RETAIL SERVICES
 AMAZON WEB SERVICES
 REFERALS

4. AMAZON VS E-COMMERCE

5. Barriers to entry =high
• Economies of scale
• Differentiation
• Total capital requirements
• Access to distribution
• Government policy

6. Barriers to exit= medium
• Specialized assets
• Fixed cost of exit
• Management commitment
• Contractual commitment

7. Substitutes or complimentary goods
Brick and mortar retail stores
Catalogs(low)
Rental services(high)

9. Swot analysis
STRENGTH
OPPORTUNITIES
WEAKNESS
THREAT

14. KEY STRATEGY CHALLENGES
• FIND NEW AREAS OF GROWTH
• HOW TO MAINTAIN LONG TERM
PROFITABILITY

16. STRATEGIC
ALTERNATIVES

19. CONSISTENT WITH
STRATEGY BECAUSE
IT FAVOURS LOMNG
TERM PROFITABILITY
CONSISTENT WITH
MARKET PLACE
SINCE
GRWOTH IN E-
COMMERCE
CAPITAL TO EXPAND
ABROAD

23. THANKYOU!