Application of Generic Strategies and Models

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Assignment 1: Discussion—Application of Generic Strategies and Models

Often organizations enter the marketplace with one approach and model. As the economy and demands shift, and technology changes, it is important that organizations pay attention and adjust with the times. This module uses the example of Amazon and how the company proactively adjusted to changes in the market and changes in technology to acquire the position of number two behind the iPad. Amazon continues to develop reader or iPad type technology that goes beyond digital texts.

Amazon’s original aim was to be the world’s largest bookseller. The company currently offers a wide range of products and services in addition to operations in online retail storefronts for partners. The company has also developed and sold its own manufactured products such as the Kindle.

Review the main sections of Amazon’s most recent annual report available at the following link:
http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-reportsannual.

Respond to the following:

  • What was the generic strategy originally applied?
  • How has the company’s strategy changed? Which strategy applies now?
  • How would you describe the central elements of Amazon’s strategy?
  • What elements of low-cost provider strategy do you see?
  • What are the elements of differentiation in the company’s strategy? For example, elements such as diversification or market timing.

Write your initial response in approximately 300 words. Apply APA standards to citation of sources.

By Thursday, January 17, 2013, post your response to the appropriate Discussion Area. Through Tuesday, January 22, 2013, review and comment on at least two peers’ responses.

Assignment 1 Grading Criteria
Maximum Points
Compared and contrasted original versus current strategy applied by the company including elements of low-cost provider and diversification.
4
Actively contributed to the discussion by providing points of view with rationale, challenging points of the discussion, or drawing relationships between points of the discussion.
12
Wrote in a clear, concise, and organized manner; demonstrated ethical scholarship in accurate representation and attribution of sources; displayed accurate spelling, grammar, and punctuation.
4
Total:
20