Macro-Organizational

Behaviour
Group-7
Arindam Mandal M335-21

Aryanika M337-21

Moinak Ghosh M369-21

Shreyas Sekhar Bhoite M404-21

Shubham Singh M406-21

 SCENARIO DURING COVID
● Feb-May’20
● Continued payment to hourly staffs
● Supporting migrant labor with dry ration
● Amazon introduces ‘Covid-19 supplies store’
● June-Sept’20
● Amazon web services help WHO to respond to covid-19
● AWS use virtual assistants to screen patients and inform care
● Introduced “Distant Assistant” to provide real-time social distancing feedback
● Opens first Amazon grocery store in California with the assistance of Amazon Dash, Alexa
● Supports film, TV, Cinema actors with a donation to the covid-19 recovery fund in the UK
Due to the hierarchical corporate structure, the top management had almost no changes.
However, there have been additions to geographical divisions of the structure:
● Establishing a corona testing lab for its workforce
● Expanding Whole foods market to meet the surge in demand for groceries
● A new team of scientists, software engineers, and procurement specialists for the lab
● Amazon offered 175000 full-time jobs to its temporary employees to deal with the Covid rush
● Changes in logistics, transportation, supply chain, and third party seller to prioritize stocking and delivering
essential needs
Low-Cost Strategies:
No More Middlemen: Amazon takes third-party affiliate networks out of the loop and will only work directly with
publishers.
Affiliated Compensation Rate Cuts: As a result of Amazon's actions in response to the epidemic, affiliates of several
popular products have suffered a fall in their commission rates.
Amazon also paused various direct affiliated programs with top publishers like BuzzFeed, Vox, etc.●

Differentiation Strategy:
Affiliate Trends: Since individuals are staying at home more, some products, such as casual apparel, are outperforming
others. Amazon created advertisements using emojis to convey good sentiments in this regard. This has allowed them to
remain relevant while also distinguishing themselves

Global Strategy:
Amazon is expanding its cargo plane fleet by leasing planes from other airlines.
Amazon plans to create more cashier-less Amazon Go stores to get a foothold in the market and shorten delivery times.
 
Amazon's Change in Technology due to Covid-19
● Customers ordering products delivery from Prime Now and Amazon Fresh Market can the unattended delivery during
checkout.
● Every delivery vehicle's equipment is disinfected each day, and delivery devices & mobile phones are disinfected after
each delivery appointment.
● Combating price gouging to help protect customers from helping ensure fair pricing & fighting those seeking to profit
off the COVID crisis.

Amazon's Technology Advancements

● Amazon will give sellers more options to advertise & create more customized personal opportunities
● Creating a positive customer experience. Mobile learning and Real-time support, personalization, and one-time
contact resolution
● Amazon's search engine optimization is constantly changing and evolving. Brands should develop a marketing strategy
that can succeed in the sites' frequently changing algorithms & ever-expanding customer base.
 
Changes in culture due to COVID- 19
● Unattended delivery is an option for Prime Now, Amazon Fresh, and Whole Foods Market customers ordering
delivery.
● Amazon warehouse workers express fear of going to work & call on the company to improve safety.
● Enhanced cleaning and health safety measures in physical stores
● Many of the company's employees are currently working remotely, and Amazon has said that will continue into 2022
● It's challenging to keep the organizational culture alive when employees aren't exposed to it regularly. The culture
shift here was achieved by increasing staff incentives and bonus payments so that they are driven to serve and stay
together during the rise in cases, even if it means risking their lives in the process.
● Employees were given personal protective equipment to keep them safe, and comprehensive testing was conducted
to ensure that they and their clients were kept safe and secure. All those who tested positive for the covid-19 virus
were also paid two weeks off.