Mini-Assignment #1 - Ali S

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1 Ali Shirazee (Student #: 501236960) Henrique Correa da Cunha (GMS-200) 28 September 2023 Amazon | One E-Store to Rule Them All 1. Jeff Bezos’ decision to develop Kindle, Amazon Prime, and Amazon’s web services show a strong approach of systematic and intuitive thinking. Take Kindle for example. Bezos carefully analyzed what the demand of the community is. After seeing that there is a rising demand for e-reading, he took his chance. “Kindle goes beyond a book- more books in more places” (1) , as the slogan of Kindle reads. Bezos is known for his innovative ideas, being able to rationally approach an issue step-by-step, and analytically observe how Amazon can reach the top in every market. As well as his intuitive mindset, observing the future potential in digital content for Amazon, but also the risk of developing something not developed before. Bezos took big performance opportunities developing these services to shape the success of Amazon. Amazon Prime was created to ensure loyalty between its customers. A systematic strategy to glue the hearts of customers to Amazon, as well as intuitively understanding how important it is to gain customer loyalty. In all these decisions, Bezos thought systematically by rationally approaching issues with statistics and data, but also intuitively approached the issues by taking the risks, looking towards the future, and establishing a customer-centric approach. 2. The competitive risk that Amazon faces from its rivals is vast and strong. Amazon is being fought by other competitors with their development of new and diversified high-potential products, technological advancements, increasing the risk of being overtaken. Each company in the market is also working to build their own community of customers by trying to strengthen factors such as loyalty and trust. Amazon developed Prime, Walmart developed Walmart +, and Apple developed AppleCare. All three are working to strengthen their reputation over the other, as the company better perceived by society usually is victorious. Another way Amazon is being fought against is by global expansion. All of the top competitors are trying to globalize their brand and strengthen its availability, possibly being more reachable than Amazon. Even though Amazon is expanding and innovating, the issue remains that so are its competitors.

2 3. There are many errors and mistakes Bezos must look out for while trying to enter new markets and shaping the future of Amazon. For example, the representativeness bias, in which he may base a decision off of its similarity to other situations. This bias can sometimes work but it is also risky. Take the gaming industry, if JeIf Bezos decides that in order to attract the youth, he needs to develop an Amazon gaming console, he shouldn’t assume success in the gaming industry would be achieved the same way he achieved it in the e-commerce market. This might cause him to make decisions that only work in one market, without thinking about the differences in the two communities, as well as the difference in how both communities think or evaluate. For example, Jeff may invest in the wrong category opposing the demands of the community. The community may want consoles with better graphics and faster loading speed, while he may invest in innovative ideas that gamers aren’t looking for. In order to avoid this, Bezos should conduct an in-depth market analysis specific to the gaming industry. (1) - Amazon.ca: Kindle E-Readers: Amazon Devices & Accessories , www.amazon.ca/b/?node=2980421011&tag=googcana- 20&hvadid=547259731359&hvpos=&hvexid=&hvnetw=g&hvrand=3320887252810067244&hvpone=&hvptwo=&hvqmt=e&hvdev=c&ref=pd_sl_181o b75m70_e&hvtargid=kwd-274651595 5

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