Business Policy

Option 1: Amazon’s Strategy for Growth

Refer to Case Study 10 and Exhibit 7.4 on page 210 of the textbook for this option. Amazon.com, Inc. (Case Study 10) describes the company’s founding in the mid-1990s. Analyze how Amazon uses the grand strategies of concentration, market development, and product development as a part of its long-term strategy for growth.

In a 3- to 4-page paper, address the following:

• Concentration:
  • Increasing the current customers’ rate of use
  • Attracting competitors’ customers

• Market Development
  • Opening additional geographic markets                
  • Attracting other market segments
• Product Development
  • Developing new product features

Include a title page and reference page, and follow APA format according to the CSU-Global Guide to Writing and APA Requirements. Use outside academic sources other than the textbook, course materials, or other information provided as part of the course materials. The CSU-Global Library is a good place to find these sources.