Amazon repositioning strategy PDF

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Amazon’s initial strategy was to set themselves apart from the competition by identifying and developing a niche in the market, focusing on being the main player in markets that other companies were not prioritising. Initially, they were a book reseller, who’s point of differentiation was ease of access, cheap prices, and a large library of content. This saw them gain the financial strength to move into all kinds of other markets, which would eventually lead them to becoming the dominant force they are today. Whilst growing their financial strength, along the way they copied and repeated their own technique in multiple different areas with great success. They picked a position, dominated it, became a powerhouse in the certain area, then moved on to the next. Today they are an A to Z company, as seen in their logo. This technique of slow but steady build up has seen them become a reliable stopping point for customers when shopping for almost anything imaginable. They didn’t overstretch themselves at any point by investing heavily in an area, or taking risks that weren’t necessary, however they adopted a solid tactic and applied it to many different avenues of business. In order to stay ahead of the competition, they need to keep researching and developing new channels for revenue as they originally did, as the e-commerce market is heavily oversaturated with companies lusting after the success that Amazon has had. Amazon have begun this by delving into entertainment with their development of their streaming platform Amazon Prime, and their purchase of the live streaming website Twitch.tv....