Amazon's Foray into India: Competing in an Emerging Market
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Case Code: BSTR466 Case Length: 14 Pages Period: 2012 - 2015 Pub Date: 2015 Teaching Note: Not Available |
Price: Rs.400 Organization: Amazon Industry: Retail Countries: India Themes: International Management, Emerging Markets, Entry and Expansion strategy, Competitive Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
The history of Amazon dated back to the early 1990s when Jeffrey Preston Bezos (Bezos), a graduate in Electrical Engineering and Computer Science from Princeton University, understood the massive potential of the internet and decided to take advantage of it.
After completing his graduation in 1986, Bezos took up a job in a start-up company run by two professors from Columbia University. The company built tele-communication networks for Wall Street firms. In 1988, Bezos left the company and joined Banker's Trust where he led the development of computer systems. In early 1990, when he was the youngest vice-president of the company, he quit the job to work for D.E.Shaw’s hedge fund till 1994.
In 1994, Bezos moved to Seattle to work on a business plan that could leverage the immense growth potential of the internet. He created a list of 20 products which could be marketed online. Among them, the five most promising products were compact discs, computer hardware, computer software, videos, and books. Bezos finally decided that his new business would sell books online, due to the huge demand for literature, the low price points for books, and the huge number of titles available in print.
Bezos wanted a name for his company that began with 'A' so that it would show up early in searches. The company was named Amazon, after the Amazon river, one of the largest rivers in the world, In July 1994, Bezos incorporated the company in Washington and the site went online as Amazon.com in 1995...
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