Etude de cas Amazon

[pic 1]

I) Company Overview[pic 2]

Launched 20 years ago, Amazon has upset the sale of books online before disrupting e-commerce in general. The company's turnover was estimated at more than 130 billion dollars in 2016. The web giant would employ more than 130,000 people worldwide.

Amazon was founded in 1994 and the company is based in Seattle. For the record, Jeff Bezos wanted his company to begin with the letter A to appear first in alphabetical order. He stopped on Amazon referring to the South American river representing an "exotic and different" place. An ambition: to revolutionize the commerce and make of e-commerce a reality.

II) The development stratégie[pic 3]

A) Crushing the competitors

B) Using kindles and drones

A)Crushing the competition[pic 4]

Amazon has chosen to have multiple sources in competition rather than a single affiliation strategy which allows the company to obtain tighter prices and higher volumes. The "largest bookstore in the world" made its IPO in 1997, just two years after its launch date.

The first five years, the American company was losing money to each product sold because of large expenses in order to expand. Amazon realized its first profits when the internet bubble burst, in the first quarter of 2001, 6 years after its launch date. Amazon's revenue is estimated at more than $ 1 billion.

B) The use of kindles and drones[pic 5]

In addition to revolutionizing online commerce, Amazon has also caught the wrath of its physical competitors. For example, Barnes & Nobles launched a lawsuit against Amazon, the latter claiming to be the "largest bookseller in the world," far from the taste of the largest physical bookseller saying that Amazon is only a "book dealer" and not a bookseller. In France, booksellers have obtained to cancel the free delivery of books.

In 2007, Amazon launched its own e-book reader, the Kindle, a pillar of the e-book market.

Shipping terms and conditions are one of Amazon's biggest challenges, and for the first time in 2013, Amazon presented its "Prime Air" project, a drone delivery system. Faced with legal hurdles, Jeff Bezos' project may take some time to become concrete.

III Presence in the world[pic 6]

Amazon's offices in France are located in Clichy. Ronan Bolé is the director of operations France of Amazon. The French logistics network is composed of four distribution centers, located in Saran, Montélimar, Chalon-sur-Saône and Lauwin-Planque, opened since September 2013. These four centers total an area of 236 000m2.

...