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Amazon strategy management presentation competitor analysis

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Hyper Competition in E-commerce

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Amazon strategy management presentation competitor analysis

  1. 1. HYPER COMPETITION IN E-COMMERCE AMAZON INDIA
  2. 2. THE INDIAN CONTEXT – UNUSUALLY ENERGETIC! • Nearly 43% Source: Ministry of Statistics & Programme Implementation) Young Population • Rising Disposable Income and Improving Standard of Living • World’s 2nd Largest Mobile Phones User Base • Impressive Gross Domestic Product record Fastest Growing Asian Economy • Increasing Government Expenditure for Rural Development • Internet Penetration through Economical Smartphones (Increased Teledensity from 1.2 in 2012 to 3.8.5 in Feb 2012) (Source: www.trai.gov.in) • Free Basic Internet Service Eg. Internet.org Untapped Rural Market
  3. 3. Source: https://data.gov.in/catalog/below-poverty-line-india Mobile Phone Internet User Penetration to rise from 30.1% to 47.4% in 2017 Source: www.statista.com The Net National Income has been showing a continuous growth trend Base Year: 2004-05 Source: https://data.gov.in Decreasing Poverty Line 0 20 40 60 80 100 120 140 160 180 200 NNI NNI
  4. 4. ON THE FLIPSIDE Demographic Transition Decline in child population of age groups 0-6 years and 7-14 yrs
  5. 5. E-COMMERCE SYSTEM • Online Travel, ticketing, etc – Ticketing for air, rail, bus, movies, events • Online Retail* – Retail products sold through online route • Online Marketplace – Platform where sellers and buyers transact online • Online deals – Deals purchased online, redemption may or may not happen online • Online Portals classified – Include car, job, property and matrimonial portals NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III *Goldman Sachs has projected that India's online retailing market, which is already one of the largest in the world, will expand to $69 billion in 2020 from $23 billion in 2016 - The Economic Times, March 16, 2016
  6. 6. Founder : Jeff Bezos Amazon.com, Inc. founded in 5th July 1994. Is an American international electronic commerce company, headquartered in Seattle, Washington, United States Amazon.com started as an online bookstore, but soon diversified, selling DVDs, VHSs, CDs, video and software, video games, electronics, apparel, furniture, food, toys, and jewellery Amazon Kindle e-book reader and the Kindle Fire tablet computer. The 4th most successful start-up company of all time by market capitalization, revenue, growth and cultural impact
  7. 7. “O U R V I SI ON I S T O B E E ARTH' S MOST CUSTOMER CE NTRI C COMPANY ; T O B U I L D A P L A C E W H E R E P E O P L E C A N C O M E T O F I N D A N D D I S C O V E R A N Y T H I N G T H E Y M I G H T W A N T T O B U Y O N L I N E ”
  8. 8. “O U R M I S S I O N I S T O L E V E R A G E T E C H N O L O G Y A N D T H E E X P E R T I S E O F I N V A L U A B L E E M P L O Y E E S A N D T O P R O V I D E C U S T O M E R W I T H T H E B E S T S H O P P I N G E X P E R I E N C E O N T H E I N T E R N E T ”
  9. 9. I t i s a r e p r e s e n t a t i o n o f t h e w i d e r a n g e o f i t e m s a v a i l a b l e f o r r e t a i l b y A m a z o n Literally everything from A to Z Y o u m i g h t h a v e n o t i c e s t h e A m a z o n l o g o l o o k s l i k e a s m i l e y f a c e b u t a s e c o n d l o o k s h o w s t h a t t h e a r r o w g o e s f r o m A t o Z
  10. 10. #100 % Original Products NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III #On-Time Delivery #Friendly Customer Service #Virtually Anything 5PS OF STRATEGY PLAN
  11. 11. NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III PLAN – CONT’D INTERNATIONAL PRESENCE • Australia • Brazil • Canada • China • France • Germany • Japan • Mexico • Netherlands • Spain • United Kingdom • United States • Italy
  12. 12. PLOY • International Brand • International Market Expertise • Fulfillment by Amazon • Junglee.com • Kindle – a niche market segment • Acces to nearly 19000 pincodes NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  13. 13. POSITION NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III Books DVDs/Video Downloading Software, Games, Electronics Apparel, Furniture, Food Possibly Anything
  14. 14. NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III www.amazon.in
  15. 15. • Innovation since Inception – Kindle – Amazon Exclusive – Gift a Smile – Self Return – One click pay (yet to be introduced in India) PATTERN NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  16. 16. PERSPECTIVE NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III • Mergers and Acquisitions – Emvantage - To ensure the best in class online payment experience – Digital Wallet - Limited access to the customer’s data • Corporate Social Responsibility – Gift A Smile • Customer Engagement and Customer Service – One click pay – Digital wallet -To target refunds
  17. 17. PESTEL • Political • Economic • Social • Technological • Environmental • Legal NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  18. 18. POLITICAL NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III • International policies and polices related to online purchase • Government’s policies, politician’s interests, and the ideologies of several political parties • Regulations are also interfering with online purchases. • Internet providers are advancing which is bringing faster and more affordable internet • Government policies promote competition through telecom liberalization, e-commerce promotion and legislation
  19. 19. ECONOMIC NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III • India Economy is stable since introduction of the industrial reform policies in 1991. • Currency fluctuations • Reductions in industrial licensing, liberalization of foreign capital • Internet retailing Growth between 2006 and 2011, sales rising by 100% • 143 million of these will be in Asia-Pacific
  20. 20. SOCIAL NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III • Any changes in trends impact a business environment • In the world the internet is restricted due to religious and ethical factors • Internet growth rate is outstanding, With internet users increasing every year • Social networks are booming, like Facebook, Twitter • Product category risk and financial risk decrease online shopping
  21. 21. TECHNOLOGICAL NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III • With Amazon being an online retailer, they are forced to find innovated methods to surpass their competitors • Internet access available through mobile device or tablet • India possesses one of the strongest IT sectors in the world, • Price comparing available for consumer is anywhere in the world shopping. • Amazon can offer very competitive prices
  22. 22. ENVIRONMENTAL NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III • Quality of air in India affected by industrialization and urbanization • Amazon is offering cloud storage and cloud computing • Potentially see millions of electronics like hard drives and computer components no longer needed in mass production • Online shopping have less pollution from vehicles • Shipping the products add unnecessary packaging for shipment
  23. 23. LEGAL NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III • Number of legal changes have been implemented in India • selling overseas need to be aware of international laws • Separate laws depending on the state • selling multimedia over the internet require certain rights to the media. • For e.g. Hollywood fighting sale of digital copies • 100% FDI on E-commerce business
  24. 24. IN A NUT SHELL • Political, economic, social, technological progress indicates an increasing and attractive market to be exploited by Amazon.com • The Indian markets have shown exceptional growth. The use of internet as a social networking channel has created new opportunities to be exploited, additionally , as environment awareness increased globally , • it is important that Amazon.com’s attractive also suggests that strategies friendly activities. • The global nature of Amazon.com’s activities also suggest that strategies developed should comply with the different legal obligation internationally. NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  25. 25. SWOT ANALYSIS• Well Known brand with large customer base – Top of the mind RECALL • Diverse product offerings at Low costs • Working with minimum profit & gaining from Economies of scale • Experience of over a decade in online shopping industry internationally • Superior logistics & distribution systems • Operating at Low Profit Margins • Diversification strategy leading to shift of focus from core competences • Criticism for working conditions • Dependence on vendors • Missing touch and feel of products for purchase • Online Security threats • Strong Indian competitors FLIPKART, MYNTRA, SNAPDEAL • Regional Low cost retailers • Flexible FDI policies enabling possible entries of other players like Walmart, Alibaba, etc • Customer Loyalty. • Indian retails industry worth is huge with still growing potential • Acquiring local small business enterprises, enabling expansion • Opening physicals stores • Tie-ups with major players of untapped Markets • Expand into more product segments – Online Movies, streaming etc. NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  26. 26. KEY STRATEGIC CHALLENGES Find new areas of Growth How to maintain the long term profitability NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  27. 27. CORPORATE LEVEL STRATEGY OTHER BUSINESS’S BY AMAZON: • Amazon Web Services • Kindle • Amazon Now • Amazon Businesses • MYHABIT ACQUISITIONS: • Junglee.com • Look.com • Audible • Diapers.com • Shopbop • DPReview • Yoyo.com • IMDb
  28. 28. NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  29. 29. BUSINESS LEVEL STRATEGY OVERALL COST LEADERSHIP COST FOCUS DIFFERENTIATION FOCUS DIFFERENTIATION HIGH COSTLOW COST B R O A D N A R R O W COMPETITIVESCOPE COMPETITIVE ADVANTAGE
  30. 30. PROFITABILITY STRATEGY Short Term Profitability is low due to Large Capital investments Long Term Profitability is High due to high growth market NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  31. 31. INDUSTRY APPRAISAL
  32. 32. HOW DOES AMAZON EXPLOIT THE INDUSTRY STRUCTURE ? • By managing logistics efficiently • 100% original products • Customer Satisfaction • Speedy Delivery COMPETITIVE ADVANTAGE NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  33. 33. PORTERS 5 FORCES Competitive Rivalry Potential Entrants Buyers Substitutes Suppliers Threat of Entry Bargaining Power Threat of Substitutes Bargaining Power
  34. 34. Threat of New Entrants : LOW • Virtually impossible to reach the magnitude of inventory and status that Amazon maintains. • Difficult for a start-up to raise enough capital to compete with Amazon. • Economies of Scale Threat of Substitutes : HIGH • Lot of Physical Stores Available • Most companies/brand have a online store as well • The physical stores and websites may not offer the same quality of customer service and convenience to its customers. NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  35. 35. Bargaining Power of Buyers : HIGH • Indian Customers are price sensitive, less brand loyalty • They will easily switch to a competitor if he offers a lower price Bargaining power of Suppliers : Medium • Inventory can be sourced from multiple suppliers • Amazon buys in bulk and hence can use their influence over smaller suppliers. • Suppliers offer similar sales on their websites as well NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  36. 36. Competitive Rivalry : HIGH • With similar offerings there are 2 major competitors Flipkart and Snapdeal • Several competitors in terms of products offered Industry Attractiveness is Medium : HIGH NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  37. 37. COMPETITOR ANALYSIS C o m p e t i t o r i d e n t i f i c a t i o n KEY COMPETITORS • Flipkart • Snapdeal • eBay • Jabong • All Brick and mortar stores
  38. 38. COMPETITOR ANALYSIS Source: http://economictimes.indiatimes.com LOSS IN MARKET SHARE IN 2015
  39. 39. COMPETITOR ANALYSIS Source: http://economictimes.indiatimes.com AMAZON PIPS SNAPDEAL TO BECOME INDIA'S 2ND LARGEST ONLINE MARKETPLACE AFTER FLIPKART
  40. 40. 0 5 10 15 20 25 30 35 40 45 Flipkart Amazon Snapdeal Others Amazon Vs Flipkart Vs Others Share of Shipment Market Share Order Perday COMPETITOR ANALYSIS Source: http://economictimes.indiatimes.com
  41. 41. Amazon 32% Flipkart 24% HomeShop18 24% BookAdda 0% Infibeam 12% Crossword 8% DISCOUNT OFFERED UPTO Amazon Flipkart HomeShop18 BookAdda Infibeam Crossword COMPETITOR ANALYSIS Source: http://trak.in
  42. 42. COMPETITOR ANALYSIS Source: http://trak.in
  43. 43. COMPETITOR ANALYSIS Source: http://trak.in
  44. 44. COMPETITOR ANALYSIS • The Largest Competitor as of now in India is Flipkart with Highest score • Flipkart has 80% share of the online book market in India • Flipkart now has a wide reach in the Indian market and the delivery time is just 2 days and sometime next day • Flipkart 75 million registered users • Other Competitors includes – Ebay.in, Snapdeal, Jabong, Homeshop18 NMIMS - PTMBA | STRATEGIC MANAGEMENT | TRIMESTER III
  45. 45. 0 10 20 30 40 50 60 70 80 90 Mobile Tablets Laptops Camera Brands : Catalogue Size for Consumer Electronics Amazon Flipkart COMPETITOR ANALYSIS Source: http://www.nextbigwhat.com
  46. 46. 0 100 200 300 400 500 600 700 800 900 1000 Mobile Tablets Laptops Camera No. of Products: Catalogue Size for Consumer Electronics Amazon Flipkart COMPETITOR ANALYSIS Source: http://www.nextbigwhat.com
  47. 47. 0 50 100 150 200 250 Who Has Better Lifestyle Products Amazon Flipkart COMPETITOR ANALYSIS Source: http://www.nextbigwhat.com
  48. 48. 0 200 400 600 800 1000 1200 1400 1600 1800 Mobiles Laptops Tablets Cameras Total Amazon SKUs Vs Flipkart SKUs Amazon Flipkart COMPETITOR ANALYSIS Source: http://www.nextbigwhat.com
  49. 49. Warehouse Location [Fulfillment Centers] Ahmedabad, Hyderabad, Chennai, Bangalore, Mumbai, Delhi, Kolkata, Nagpur, Pune Human Resource Management Diverse Culture, Various Employee Benefit - Health, Employee Assistance, Stock Technology Development Analytics (e.g. Junglee.com) VALUE CHAIN ANALYSIS Amazon India Support Activities
  50. 50. Inbound Logistics • Suppliers can arrange drop-in their products • Or Schedule a Pick-up Inventory Management • Single unit to entire inventory • ‘Pay as you go’ Packaging • Buys packaging material from Dynaflex, a Vadodara based company Outbound Logistics • Delivery of products to customer • Refunds of products • Amazon Transportation Services Private Limited Post Sales Services • customer service department • Returns Primary Activities
  51. 51. HIGHLIGHTS OF AMAZON IN INDIA
  52. 52. India’s largest online market place
  53. 53. Broughtabout a change in Shopping Experience
  54. 54. Bliss for all the Readers !
  55. 55. R U S H A B H S H R O F F 4 5 J A T I N S I N G H 4 7 K R U N A L T H A K K A R 4 9 A M Y T H A K K E R 5 0 D E V E N D R A S I N G H 4 6 D H A V A L V A S A N I 5 2 V I R E S H V E N N A 5 3

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