assessment a Details
3.1 Task The word limit for this assignment is 3,000 words. Read the short brief on Amazon below. Case Background: Amazon Successes and Failures of Amazon’s Growth Strategies: Causes and Consequences By May 2017, Amazon shares traded at a record high. above USD1,000, which surpassed the share price of Google parent Alpha.. Started as an online bookstore 22 years earlier, Amazon had achieved unceasing growth, ii=latsaullestlirlrrs:/irpk=r.’11: Arg,shril,’„1:nre”;9=::,;aanctt the brick-and-mortar retail business, launching Amazon Books across the US and beta-testing Amazon Go in Seattle. As of May 2017, Amazon was rank. ‘the most innovative company’ and the world’s fourth-largest company by market capitalisation. To achieve this multi-facet. growth, Amazon has made countless strategic moves. The case explores Amazon’s 20-year path for growth and introduces both successful and failed strategic moves. Successful strategic moves are Marketplace. Prime, Amazon Web Services, and Kindle; failed strategic
;a=d= =.11. ultcfsn! considered marked In grades assessment that you undertake will be assessed using the common grading system. Information about. grading system can be found in your Student Handbook. Section 10.
The Grade Criteria can be found in Appendix C of your Student Handbook.
Assessment Baer: LSBM306 202021 Page 2
moves are Auctions, A9 Search Engine, Endless, and Fire Phone. By identifying commonalities and differences among them, the case shows the causes and consequences of Amazon’s at-once stellar performance and severe setbacks. The case study applies Blue Ocean Strategy concepts to analyse its market-creating logic for future growth.
Source Kim M, W. C., Mauborgne, R., K. 0. Y. (2017) Successes and Failures of Amazon’s Growth Strategies: Causes and Consequences. INSEAD. Available online at: https://www.blueoceanstrategy.comit.ching-materials/arnazoni [Accessed 22 June 2020).
Write a report in response to the following tasks: a) Provide a brief Introduction for your case study analysis report. (200 words)
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d) Critically evaluate the following statement: Amazon’s success can be attributed to
the successful application of the appropriate Blue Ocean tools and “Blue Ocean Strategy”. YILrin):14. apply
e) Write a clear conclusion that succinctly highlights the key aspects covered in your report in answer to the tasks above. (300 words)
Additional guidance:
• You should examine the given case briefing material and undertake further reading from other sources, e.g. Journal articles, business reports and credible online sources to become familiar with the strategies and entrepreneurial activities of Amazon.
• your E:gri,Tirsiteelincdhrgzant tools, models or frameworks, and examples to support
• 42 Strategy an:7zr(rh=1:= ocean-strateoyn
• Use Halyard Referencing system consistently In citations and the reference
• Submit this assignment as a Microsoft Word file.
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