Business Strategies

Company Strategies

Brief Strategy Analysis

Organizational Strategy, MGM 6123, Fall 2011

Mr. Kelly Massey

Ashley Campbell, Susan Cross, Ryan Ellis, Xiangdong Li

November 28, 2011

GOOD BUSINESS STRATEGIES

1. Amazon.com – Kindle app technology (technological innovation)

Amazon.com was founded in 1994, and began selling books online in 1995. While the company had a sizeable lead into the online bookselling marketplace, its technology could be – and was – quickly imitated by newcomers. As is the experience of most online marketers, Amazon had to stay nimble to maintain its first-to-market advantage. The company constantly expanded its product offerings, partnering with other retailers to provide online access to everything from other entertainment media, such as DVDs, CDs, MP3 downloads, and video games, to electronics, toys, apparel, furniture, and even groceries. Amazon also grew by acquisition and strategic partnerships, and seems to have maintained its leadership position long enough to have built substantial brand loyalty.

Amazon is continuously disrupting the status quo by developing new and innovative ways to serve its customers, causing its competitors to constantly play catch-up. Such is the case with Kindle. The advent of e-books and e-book readers in the late 90’s offers new challenges and opportunities for Amazon. The company introduced its first-generation Kindle e-book reader in November, 2007, and offered about 88,000 titles for purchase and download. The devices, priced at $399, sold out in five and one-half hours. In keeping with their past practices, Amazon has continuously sought to improve the Kindle and build its library of free and low-cost e-books.

The slogan, “Buy Once, Read Everywhere”, communicates the company’s commitment to provide its customers access to content beyond the Kindle platform. In 2010, Amazon released software that allows Kindle customers to access their downloaded content on their computer, and quickly...