Amazon's Emerging Markets

Amazon's Emerging Markets

Amazon was one of the few electronic commerce start-ups from the initial dot-com boom to survive 20 years after its corporation (in 1994) and grow into a large global company. In July 2014 the company was delivering a wide range of product to consumers in 66 countries and serving small to large enterprises worldwide with its web services offerings. It appeared investors with its continuing growth through geographic (emerging markets as well as established economies), horizontal (product as well as market expansion) and vertical (e.g., from manufacturing electronic devices to experimenting with drone deliveries) integration. While Amazon appeared to be everywhere, the company officially operated country-specific websites in only four emerging markets – China (entered 2004), Brazil (2012), India (2013), and Mexico (2013).
Please answer the following three questions based on the case “Amazon in Emerging Markets” available in Web.C.
˗ Did Amazon succeed in China? What did it learn? (1-page max; 2 points)
˗ Did Amazon make sensible choices in its emerging market entry strategies? Consider
location, entry mode, and timing (2-pages max; 2 points)
˗ Should Amazon enter additional emerging markets immediately? If so, why and where? If not, why not and where should its focus be? More broadly, how sustainable is Amazon’s simultaneous pursuit of geographic, horizontal, and vertical expansion? (2- pages max; 2 points)
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