Amazon was one of the few electronic commerce start-ups from the initial dot-com boom to survive 20 years after its corporation (in 1994) and grow into a large global company. In July 2014 the company was delivering a wide range of product to consumers in 66 countries and serving small to large enterprises worldwide with its web services offerings. It appeared investors with its continuing growth through geographic (emerging markets as well as established economies), horizontal (product as well as market expansion) and vertical (e.g., from manufacturing electronic devices to experimenting with drone deliveries) integration. While Amazon appeared to be everywhere, the company officially operated country-specific websites in only four emerging markets – China (entered 2004), Brazil (2012), India (2013), and Mexico (2013).
Please answer the following three questions based on the case “Amazon in Emerging Markets” available in Web.C.
˗ Did Amazon succeed in China? What did it learn? (1-page max; 2 points)
˗ Did Amazon make sensible choices in its emerging market entry strategies? Consider
location, entry mode, and timing (2-pages max; 2 points)
˗ Should Amazon enter additional emerging markets immediately? If so, why and where? If not, why not and where should its focus be? More broadly, how sustainable is Amazon’s simultaneous pursuit of geographic, horizontal, and vertical expansion? (2- pages max; 2 points)
Deadline:•
Thursday 15th December, 2.10 pm. Please submit the report using Turnitin available in Web.C.
Submissions after deadline will obtain a grade equal to 1,0.
Form of manuscript:•

The body of your paper should not exceed five (5) typed, single-spaced pages. Title pages, references, and exhibits are additional to this requirement. Use font Times New Roman, size 12. Normal margins. Cite properly. Avoid plagiarism.
Remember that good writing should accomplish the following:
• Demonstrate critical thinking and consideration of various perspectives/options • State positions clearly
• Support assertions with evidence
• Use a logical organization
• Use cohesive paragraphs with effective topic sentences and identifiable key ideas • Use clear and concise sentences
• Avoid errors in grammar, punctuation, and spelling