> QUESTION 1

Describe how the case might be relevant for the company you work with (emergence of a new
competitor, ethical practices, change management, international expansion, disruptive
technology, new work practices, understanding of an ecosystem,…)
QUESTION 2
Choose 1 strategic or cultural analysis tool that in your view would be the best one to
decode and analyze the situation. Apply that tool to the case and draw conclusions.

AMAZON SWOT
Strenghts Weaknesses

• Great brand position ("brand image") • Easily imitable business model

• Customer oriented
• Differentiation and innovation strategies
• Cost leadership
• Largest merchandise selection
• Go global and act local strategy
Opportunities
• Need to take advantage of opportunities
post covid crisis
• Having more physical shops
• Improving organisational politics
• Always having a larger products offer
• E-commerce companies' acquisition
• Losing margins in few areas
• Limited Brick-and-Mortar presence
• Declining consumer safety
• Unfair use of third-party data
• Overdependance on distributors
Threats
• Few controversies have caused an impact
on Amazon brand image
• Government regulations
• Links to exploitative labor
• Increasing cybercrime
• Aggressive competiton from big retail firms
(Walmart, eBay)
QUESTION 3:
What is the likely long-term impact of Covid 19 on that case? Elaborate.

• Strengthen of the tech industry compared to traditional

business models which suffered closure from the Covid crisis
• Change in consumer's habits & development of online orders
• High competition from traditional stores that jumped into the
online/click&collect trend as a necessity

• Defiance from consumers that want to go back to traditional

shopping
• Opportunity in Amazon Go to conciliate physical
shopping with new sanitary restrictions
• Rise in proximity shopping and local artistry
• Bounce back from Amazon acquiring Whole Foods that
puts into perspective the origin of its products
QUESTION 4:
Using relevant info on the case since its release, provide a July 2021 update on it.
You can leverage: business news, corporate investors reports, press releases,…

• Amazon buys ZOOX, an autonomous cars company

and strengthen its position on new technology while
entering the transportation market
• Uproar from French traditional key players
accusing Amazon of being a major threat to French
products – Amazon puts in place a Made in France
highlight on its landing page
• Jeff Bezos' space conquest scandal puts at stake
Amazon's image, reigniting concerns about
employees' conditions
• Data privacy and cookies use problematic in France