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Organization Structure


Company Name : Amazon.com
Industry : Retail, Software, Digital Media
Existing Structure
Support Functions


            CEO

                                          CTO     CIO                    CFO



              Functions
                                                  Business            E-Commerce
 Business                 Communication   Legal   Development         Platform     Operations
 Lines


SVP
International
Retail
SVP
North America
Retail
SVP
Seller Services
SVP
Web Services
SVP
Digital Media
Proposal for Organizational Change
Problem                                  Proposal                         How this will help
Business Development function may Bring Business Development              This will make Business
not have goals directly aligned to a under the purview of particular      Development activities directly
particular Business Line. This may   Business line and Geography.         accountable and measurable in
cause problems in measuring                                               relation to the particular
performance                                                               business.
Operations function is specific to       Similar to Business              Brings direct control over
only two businesses. These               Development, Operations          operations to each business and
businesses happen to be the main         should also be merged with the   hence focused and better
divisions in Amazon, but a direct        Business line                    operations management
control over operations is not
possible
Revenue from Sellers are accounted       Divide Seller Services according More control and direct
for as part of either North America      to the two geographies as used representation of Sellers under a
or International. But this business is   in financial reporting, and      particular umbrella
handled as a separate unit               merge it with the main
                                         business
Proposed Structure
Support Functions


            CEO

                                          CTO           CIO                 CFO



              Functions

 Business                 Communication         Legal                       E-Commerce Platform
 Lines


SVP
International
Retail

SVP
North America
Retail


SVP
Web Services

SVP
Digital Media
India Chapter
• Advantages : Retail
Well known and respected brand in India
Huge potential for e-commerce in India
• Advantages : Technology Centre
Cost of employees
Large pool of Skilled Personnel
• Advantages : Kindle
Established as best e-book reader worldwide
India Chapter Contd…
• Challenges : Retail
Inventory and Warehousing
Timely Delivery
Payment Methods
Taxes and Duties
Competition from offline as well as online stores
  like Flipkart, LetsBuy, Crossword etc
India Chapter Contd…
• Challenges : Technology Centre
Infrastructure
• Challenges : Kindle
Competition from established tablets and smart
phones
Highlights
• Two Stage Set Up
• Stage I (1 – 2 years)
Hand Holding
Preserve Culture of Innovation and Customer Focus
Increase customer base with help from Indian Leadership
• Stage II
Well established with large customer base
Independent and self sufficient Organization
Concentrated on one market
Proposed India Organization (Stage I)
                                                CEO



               SVP                                     SVP                          SVP
                                                      Digital                   e-commerce
           International                              Media
               Retail
                                                                                     VP
                                                               VP               e-commerce
                                    VP Business
                       VP Retail                           Engineering          development
Joyo.com                           Development
                        (India)                           (Chennai DC)               (India)

             Europe                 Director
              Retail                Marketing
                                                                         Bangalore       Hyderaba
                                      (India)                               DC             d DC
Proposed India Organization (Stage II)
                                                  CEO


                                                  SVP
                                                  India
                                                  Head


           VP Retail                             VP Digital                            VP
            (India)                               Media                           e-commerce
                                                                                  development
   Sr.                 Sr. Director      Sr.                Sr. Director
Director                 (Retail)     Director                  Engg
   BD                                    BD                   (Digital)        Sr.          Sr.
                                                    Sr.                     Director     Director
              Sr.                                Director                  (e-comm)        (ws)
           Director                               S&M
            S&M
Retail India Expanded

                           Sr. Director
                               Retail




                           Dir                          Dir
                Dir                         Dir                    Dir
    Dir                Consumer                     Entertainm
               Books                       Toys,                 Marketing
Fulfillment            Electronics                      ent
                            &             Sports,
                       Appliances         Home
                                          Decor
Goals- First Stage
Title                        Goal                Measure                 Target
SVP India                    Establishing the    Establish an            -Setup of critical sales /Marketing mass and talent within Q2 of
                             flagship offering   Operational trust and   2012
                             of Amazon in        similar efficiency      -- Establish
                             India ,             levels as per the
                             upholding the       other key
                             key brand value     geographies
                             proposition as
                             offered in the
                             US.
VP India Retail              Adapt and           Revenue                 $ I bn
                             Expand
                             Amazon’s Retail
                             Business in
                             India,
                             maintaining
                             brand value of
                             the company
VP Digital Media             Establish           Ensure high quality     Steady Growth in Kindle Revenues
                             Engineering         and stable solution
                             Team and            development for
                             Processes           Kindle

VP – Ecommerce Development   Establish           Ensure high quality     Better and Adaptive solutions to India e-commerce platform
India                        Engineering         and stable solution     Higher penetration of web services in Indian Software Industry
                             Team and            development for e-
                             Processes           commerce and web
                                                 services

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Amazon Org Structure Study and proposal for entry in India

  • 1. Organization Structure Company Name : Amazon.com Industry : Retail, Software, Digital Media
  • 3. Support Functions CEO CTO CIO CFO Functions Business E-Commerce Business Communication Legal Development Platform Operations Lines SVP International Retail SVP North America Retail SVP Seller Services SVP Web Services SVP Digital Media
  • 4. Proposal for Organizational Change Problem Proposal How this will help Business Development function may Bring Business Development This will make Business not have goals directly aligned to a under the purview of particular Development activities directly particular Business Line. This may Business line and Geography. accountable and measurable in cause problems in measuring relation to the particular performance business. Operations function is specific to Similar to Business Brings direct control over only two businesses. These Development, Operations operations to each business and businesses happen to be the main should also be merged with the hence focused and better divisions in Amazon, but a direct Business line operations management control over operations is not possible Revenue from Sellers are accounted Divide Seller Services according More control and direct for as part of either North America to the two geographies as used representation of Sellers under a or International. But this business is in financial reporting, and particular umbrella handled as a separate unit merge it with the main business
  • 6. Support Functions CEO CTO CIO CFO Functions Business Communication Legal E-Commerce Platform Lines SVP International Retail SVP North America Retail SVP Web Services SVP Digital Media
  • 7. India Chapter • Advantages : Retail Well known and respected brand in India Huge potential for e-commerce in India • Advantages : Technology Centre Cost of employees Large pool of Skilled Personnel • Advantages : Kindle Established as best e-book reader worldwide
  • 8. India Chapter Contd… • Challenges : Retail Inventory and Warehousing Timely Delivery Payment Methods Taxes and Duties Competition from offline as well as online stores like Flipkart, LetsBuy, Crossword etc
  • 9. India Chapter Contd… • Challenges : Technology Centre Infrastructure • Challenges : Kindle Competition from established tablets and smart phones
  • 10. Highlights • Two Stage Set Up • Stage I (1 – 2 years) Hand Holding Preserve Culture of Innovation and Customer Focus Increase customer base with help from Indian Leadership • Stage II Well established with large customer base Independent and self sufficient Organization Concentrated on one market
  • 11. Proposed India Organization (Stage I) CEO SVP SVP SVP Digital e-commerce International Media Retail VP VP e-commerce VP Business VP Retail Engineering development Joyo.com Development (India) (Chennai DC) (India) Europe Director Retail Marketing Bangalore Hyderaba (India) DC d DC
  • 12. Proposed India Organization (Stage II) CEO SVP India Head VP Retail VP Digital VP (India) Media e-commerce development Sr. Sr. Director Sr. Sr. Director Director (Retail) Director Engg BD BD (Digital) Sr. Sr. Sr. Director Director Sr. Director (e-comm) (ws) Director S&M S&M
  • 13. Retail India Expanded Sr. Director Retail Dir Dir Dir Dir Dir Dir Consumer Entertainm Books Toys, Marketing Fulfillment Electronics ent & Sports, Appliances Home Decor
  • 14. Goals- First Stage Title Goal Measure Target SVP India Establishing the Establish an -Setup of critical sales /Marketing mass and talent within Q2 of flagship offering Operational trust and 2012 of Amazon in similar efficiency -- Establish India , levels as per the upholding the other key key brand value geographies proposition as offered in the US. VP India Retail Adapt and Revenue $ I bn Expand Amazon’s Retail Business in India, maintaining brand value of the company VP Digital Media Establish Ensure high quality Steady Growth in Kindle Revenues Engineering and stable solution Team and development for Processes Kindle VP – Ecommerce Development Establish Ensure high quality Better and Adaptive solutions to India e-commerce platform India Engineering and stable solution Higher penetration of web services in Indian Software Industry Team and development for e- Processes commerce and web services