Essay on Amazon.Com’s E-Business Model

1771 Words Sep 1st, 2011 8 Pages
Amazon.com’s E-Business Model
Donna Lowther
Dr. Kitoko
Contemporary Business
July 30, 2011

1. Discuss whether or not Amazon has lost its identity by expanding into markets well beyond books. According to Sandoval (2001) Amazon is losing its original identity because it is losing ground in the book selling department, for which it was created and because Amazon may have diverted its attention from books or, worse, spread the company too thin to compete effectively in any single area, by expanding into other areas. Though I do no ever remember a time when Amazon was just strictly books I would have to agree with Sandoval, since Amazon now sells items such as video games DVDs, toys, electronics, software, and home-improvement
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So even though I do not remember when Amazon was only a bookseller I do have to agree with Sandoval (2001) that they have lost their identity because they are losing ground in the book selling department, for which it was created. Amazon may have diverted its attention from books or, worse, spread the company too thin to compete effectively in any single area, by expanding into other areas.
2. Recommend what Amazon should do to protect its brand. MarkMonitor (2010) suggests ten ways in which to protect an established brand including: see the entire problem, speak up for your brand, think big-picture, wide-picture, take the offensive, “own” your domain portfolio, take control of online channels, work closely with legal, keep it real for your customers, listen, and know when to tread softly. However, not all of these practices pertain to Amazon. The ones I would recommend are to see the entire problem which MarkMonitor (2010) explains as being able to see and predict where potential threats may come from (pg 10). For Amazon it could be places such as e-bay, or any other retail store that is on the internet. As Sandoval (2001) states “traditional retailers such as Wal-Mart and Kmart, as well as Barnes & Noble, present an increasingly difficult

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