Table of Contents
Description of Organizational Opportunity 3
Advantage of Business Opportunities Proposal 5
Resolving business opportunity for Amazon 7
Developing strategy and action plan to implement business opportunity solutions 12
Action Plan 12
SAF model to check strategy feasibility 13
Justification of Strategic opportunity selection 13
Main Issues identified: 14
New Structure 14
Measuring performance through balanced scorecard 16
Managing stakeholders 16
The brand of Amazon was born out of the insight that there can be evolution of internet as a source for targeting the customers and selling key products(Light, 2003). The race to the success of internet had been funded as a result of fanatical excitement enhancing the needs and opportunities for chasing the customers, however, the key opportunity lies in the creation of value. While a number of other internet based companies are attracting the customers by the lure of free giveaways and deep discounts, the retention of customers becomes extremely difficult for the improvement of margins(Galliers et al, 2014). This can be considered as a classic bad thinking of marketing, rather than the evolution itself.
As a contrasting view, Amazon proves to be a leader in this market when it comes to performance of retention, sales and acquisition, with exceptional levels of bonding. The key opportunity that Amazon has is that it demonstrates what the real sense is in using the internet. Amazon has been illustrating the use of several opportunities by the utilization of technologies(Cummings et al, 2014). Hence, the key opportunity of Amazon lies in its smart interactive technology and integrated marketing, creating natural focus to provide services to the customers with high value. Only in a short period of time, there has been an evolution of the online book store, as an internet based retailer has been offering refurbished, used and new items in several categories that are inclusive of consumer electronics, kitchenware, apparel, food and music.
Amazon holds the belief that the ability for establishment and maintenance of long- term relationships with the key customers, and for the encouragement of repeated purchases and visits are highly dependent on the strength of each and every operation related to customer service. Amazon has been enjoying major success in the creation of high levels of bonding with the customers. The company has been delivering phenomenal performance, in comparison with a number of giant brand like Gillette, showing prominence since the past decades.