Abstract
For this second Strategic Management assessment, we decided to study the case of the online retailing website: Amazon.com. We chose this company as we consider that the company's history and especially its development both across industries and internationally are extremely interesting to study in terms of strategy. The evolution of the company's strategy over the years, the refocusing the company did from 2001 and the future prospects of Amazon also motivated us to study this company.
Our study is divided in six parts. The first part provides the reader with an historical background of the company since its creation in 1994. Afterwards, we provide an overview of the online retailing industry in the second part, before analysing it in the third part. In the fourth part of this paper, we narrow down our study to the company in itself, studying its strategy. Finally, the fifth part of the paper details the present situation of the company and outlines its future prospects in terms of development and opportunities.
