VRIO FRAMEWORK

COMPETENCY/ VALUABLE RARE INIMITABLE EXPLOITED IMPLICATION

KPI

Brand image Yes Yes Yes Yes Competitive

advantage

IMBd - online Yes Yes No Yes Temporary

video sales Advantage

E-commerce Yes Yes Competitive

Expertise advantage

Amazon Prime- Yes Yes No Yes Temporary

membership Advantage

Living.com - Yes Yes No Yes Temporary

Home wares Advantage

Pets.com - Pet Yes Yes No Yes Temporary

Supplies Advantage

Junglee.com - Yes Yes No Yes Temporary

comparison tool Advantage

High Global Yes Yes Yes Yes Competitive

Brand Equity advantage

Strategic Yes Yes No No Temporary

Warehouse and Advantage
Distribution
Hubs

High Market Yes Yes Yes Yes Competitive

Capitalization advantage

AI Usage Yes Yes Yes Yes Competitive

advantage

Customer Base Yes Yes No Yes Temporary

Advantage

Delivery modes Yes Yes Yes Yes Competitive

advantage

Growing Yes Yes Yes Yes Competitive

Portfolio advantage
At the centre of Amazon’s business strategy is customer convenience. The brand has seen
global success by being the foremost customer focused e-commerce brand. Being successful
within the 21st century requires maintaining endless specialise in customers’ choices and
demands and being first to respond to it. Amazon sells a really large range of products from
its website whose number ranges in many millions. This way, it caters to a really large range
of customers’ needs worldwide. Accessibility and affordability also are two notable aspects
of its business strategy. Being a bigger e-retailer, it's ready to create price pressure on its
suppliers and pass this benefit to its customers. Technology is additionally a really important
part of its business strategy in both segments including e-commerce and Amazon web
services. AWS may be a leading cloud service provider. On its e-retail platform also , the
brand maintains heavy specialisation in creating a competitive advantage by providing a
higher level of convenience to its customers. It continues to invest in AI and digital
technology for a superior shopping experience. There are: innovative, good customer service,
pricing, customer loyalty.

Why or why not:

Competitive advantage: Amazon doesn't seem to fail at much of what they invest or innovate
because the VRIO shows. They have proven success with many of their resources and with
capabilities of their products. The item that has been proven as a failure for Amazon was the
hearth Smartphone. Where Amazon usually wows with their innovative and creativity, the
hearth phone fell flat. This was labelled as a competitive disadvantage thanks to the waste of
your time , money, and energy to supply an item that was not valuable, rare, inimitable, or
maybe exploited to its full potential.

Temporary Advantage: Amazon’s strength has been in their early adoption and acquisitions
of shops and ideas that could quickly and seamlessly be integrated into their existing business
model. These resources and capabilities are viewed as temporary advantages because as they
still succeed and become mainstream, it's only a matter of your time before competitors
imitate . Items like Instant Video, X-Ray for movies, and its various acquisitions of smaller e-
retailers like Pets.com and partnerships with industry giants like Sotheby’s to grow their
business is certainly a competitive advantage through first-to-market benefits.