It is believed that the competitive advantage has become concern for the managers as they know how hard it is to compete in today’s market and they can’t just sit back and think that the famous products will sell themselves. Focusing on one of these methods can be really beneficial for the business performance (Business strategy and the impact of performance, 2015). This simply means that they can either provide low-cost products or services to their customers or introduce something new which makes them stand out from their competitors. The companies can improve their performance either by focusing on cost or differentiation. Competitive advantage can be found how business differentiate themselves from their competitors, in the eyes of the customers and providing lower cost products and services and still make great profits (Martin, 2016). The business market changes constantly and they can cope with these changes and compete with their rivals by performing different strategy and long-term planning. Finally, essay will be summarised with the key arguments mentioned in literature review and case study and also, some recommendations will be provided at the end regarding how Amazon can perform better by adapting business changes. This essay will explain how modern technology is having an impact on Amazon and its business strategies. Furthermore, a case study based on Amazon will be used to analyse and justify the strategic management by using PEST analysis framework which has four aspects of strategic behaviour: Political, Economic, Social and Technological (Baines, P., Fill, C.
Amazon’s business history will be discussed including market value, market position, competitors as well as their strengths and weaknesses and strategy. First section of the essay will be focused on literature review where we’ll be contrasting views on research conducted by different authors. Therefore, the businesses have to be aware in order to manage their important resources, stakeholders and fulfilling customer’s needs or expectations. Scott and Frank Martin (2014) suggested that this world is changing constantly regarding competition, fashion and scientific/technical knowledge. Strategy is about how businesses adapt the active and developing world. FacebookFacebook logo TwitterTwitter logo RedditReddit logo LinkedInLinkedIn logo WhatsAppWhatsApp logo
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