ORGANIZATIONAL STRATEGY IN RECESSION

Organizational Strategy in Recession

ABSTRACT

Amazon is the first company to start selling books on the Internet. The main activity of Amazon is concentrated around the sale of books; it has thus competed with bookstores, supermarkets, chains of leisure products and vendors by correspondence. With its success, Amazon then launches into the sale of video games, DVDs, software, games and toys, multimedia devices. Yet in these times of recession the company contantly needs to update its marketing strategy and bring in innovations to ensure sustainability in the E-business.

Table of Content

ABSTRACT2

CHAPTER 01: INTRODUCTION4

SUMMARY4

Aims and Objectives of Research6

Research questions6

Limitation of the Research6

CHAPTER 02: COMBATING RECESSION8

The success story at Amazon9

AMAZON'S SWOT ANALYSIS11

Concerns11

CHAPTER 03: METHODOLOGY13

Search Technique14

Literature Search14

Gantt chart14

CHAPTER 04: DATA ANALYSIS15

CHAPTER 05: ANTICIPATED CONCLUSION16

CHAPTER 06: LEADERSHIP / MANAGERIAL SKILLS17

REFERENCES18

CHAPTER 01: INTRODUCTION

SUMMARY

Chapter 1 gives profile of the company and its major marketing strategies and business competitors. Chapter 2 encompasses how recession affects companies in general, and what strategies companies employ to combat these threats. Chapter 3 includes the case study methodology that is going to be employed in this particular research. In chapter 4, the analysis will give the researcher a deep understanding of the main dynamics of the company and enable one to apply learnt outcomes to other online businesses as well. Chapter 5 outlines strategies that prove fruitful to enhance sales ensure sustainability in the market, and combat recession. Chapter 6 throws light on effective leadership styles to lead the company from front.

The site Amazon.com was established in 1994 in Seattle, Jeffrey Bezos, and has covered online library (e-bookselling) from 1995 to 1998 as well as online sale of products (May 2009). In 2005, the company had 9,000 employees and annual sales of around 8.49 billion dollars. The main activity of Amazon is concentrated around book sale which takes place through a single means of distribution that is the internet.

The goal of company was to compete with bookstores, supermarkets and mail order vendors (Walsham 2008 74). Building on its success and because of a well developed strategy, Amazon launched into sale of video games, DVDs, software, multimedia devices because Amazon has adopted different strategies.

AMAZON DIFFERENT STRATEGIES

(Arthur 2009 85)

Experiencing meteoric rise only 2 years after its inception, the company went public on NASDAQ in London. The explosion in use of internet facilitated it to become a global giant in the market for sale of cultural products (Wolfe 2007 116).

Before this experience, the company planned to break into the traditional marketing campaign with national TV. Instead of hiring a famous advertising agency, they initiated a contest in which anyone could participate, and customers could vote for the winner. This not only made their campaign cost-effective but also created much media-hype that led to advanced business prospects as well.

As we see, buying in this virtual library has numerous advantages. Amazon offers attractive discounts and distribution system is extremely effective. But the bottom line is the closeness, the empathy between the corporation and the client that clicked behind the ...