Amazon case study

1. Assessment on Digital technologies
in Amazon
YOUR STUDENT ID
DATE

2. Introduction to Amazon
Amazon, a Seattle based company launched in
1995, is one of the leading digital e-commerce
platforms in the world right now.
It has extended its services to:
Online grocery shopping
E-reading
Cloud computing
Digital movie streaming
Artificial intelligence services
The presentation will be analyzing the CRM and
strategic analysis of Amazon

3. Strategic analysis of Amazon
Corporate strategy
The corporate strategy of the company is generic. The
concentric diversification method is employed allowing
the company to leverage technological capabilities in its
operations.
Competitive Advantage
The company is placed in the Overall Cost Leadership
quadrant since it has been primarily focusing on the cost.

4. SWOT ANALYSIS
Strengths
A strong brand name and image in the global market
Amazon has a brand vale of over $200 Billion.
Customer oriented
AWS, Amazon Go, Amazon Prime, Withings Aura Smart
Sleep System are some of the technological
innovations of the company
No physical stores cost
Robust supply chain and wide merchandise catalog
High number of third-party sellers
Largest number of mergers
minimum pay of $15 per hour (Hahn, et al., 2018)
Weaknesses
Easily replicable business model
Loss of profit margins in countries like India
New product failures
Controversies associated with tax avoidance
COVID-19 Economic Recession
Increase in the fake reviews
Lack of physical stores
No effective CSR activities
More reliance on distributors (Dhanasobhon, et al.,
2007)

5. SWOT ANALYSIS
OPPORTUNITIES
Chance to penetrate the growing e-commerce
markets in Asian and MENA region
More physical stores to engage more customers
More acquisitions
Investments in the Self Driving Technology
THREATS
The controversies surrounding around the sale of
books such as “The Pedophile’s Guide to Love &
Pleasure: a Child-lover’s Code of Conduct.”
Political scenarios and Government regulations in
countries like Syria, Cuba, North Korea and Iran.
Exploitation of labor in countries like China
Cyber threat
Competition from companies like Walmart and
eBay
Business model imitation is common
Sellers selling fake or counterfeiting product
(Chiles & Dau, 2005)

6. CRM Strategy of Amazon
The in-built CRM software of Amazon has been effectively tailored to the needs of the
business.
Amazon has been employing the cloud computing arm named as the Amazon Web Services
(AWS) to emulate and incorporate softwares.
From convenient and easy buying, one-time sign up and interactive UI, bundles and discounts
offers, to safety and privacy of customer data, the CRM platform offers everything

7. Uses of CRM in Amazon
Data collection
Personal data storage
Customer Recommendations
Customer support
Kindle market place

8. Amazon CRM and Information management
systems
Marketing management
The CRM of the company has been a major part of the
marketing channel as well since it allows to send the
automatic communication messages such as emails and text
messages.
Enterprise resource planning
Amazon has been using the Oracle ERP Systems in order to
effectively store the data of the organization and the
customers.
Supply chain management system
The CRM practice of Amazon works in parallel with the
supply chain management system. the company has been
employing the automated warehousing processes and
supply chain management systems

9. References
Chen, H.-M., Schütz, R., Kazman, R. & Matthes, F., 2016. Amazon in the Air: Innovating with Big Data at Lufthansa. 2016 49th Hawaii International
Conference on System Sciences (HICSS).
Chiles, C. R. & Dau, M. T., 2005. An analysis of current supply chain best practices in the retail industry with case studies of Wal-Mart and
Amazon.com. pp. 184-188.
Chua, A. Y., 2012. How Web 2.0 supports customer relationship management in Amazon. International Journal of Electronic Customer Relationship
Management, 5(3).
Dhanasobhon, S., Chen, P.-Y., Smith, M. & Chen, P.-y., 27. An Analysis of the Differential Impact of Reviews and Reviewers at Amazon.com. ICIS 2007
Proceedings, Volume 94.
Donici, A. N. & Maha, A., 2012. E-Commerce across United States of America: Amazon.com. Economy Transdisciplinarity Cognition, 15(1).
Hahn, Y., Kim, D. & Youn, M.-K., 2018. A Brief Analysis of Amazon and Distribution Strategy. Journal of Distribution Science, 16(4), pp. 17-20.
IMRAN, A. A., 2014. A STUDY ON AMAZON: INFORMATION SYSTEMS, BUSINESS STRATEGIES AND e-CRM.
Kaur, J., 2016. Customer Relationship Management: A Study of CRM Policies of Different Companies. Global Journal of Finance and Management,
8(2), pp. 153-159.
Mazzei, M. J. & Noble, D., 2017. Big data dreams: A framework for corporate strategy. Business Horizons, 60(3), pp. 405-414.
Welch, A., 2015. A cost-benefit analysis of Amazon Prime Air.