Manjoo, F. (2015, November 18). How Amazon’s long game yielded a retail juggernaut. The
New York Times. Retrieved from https://www.nytimes.com/2015/11/19/technology/how-
amazons-long-game-yielded-a-retail-juggernaut.html
Amazon shares continue to increase in value, doubling in 2015, despite a flat stock market. The reason behind this staggering increase is Amazon Web Services (AWS), the arm of the company that sells server space and support. Initially, Amazon investors gave the company significant leeway to fund its distribution center infrastructure, even though its sales did not match is scaling. Amazon is now, however, at an “inflection point” where its infrastructure investments are paying off as it gains a significant portion of consumers’ business with Amazon Prime and its retail sales. Prime is a once a year payment for 2-day delivery and access to Amazon’s media content. It’s foray into international markets is mixed, succeeding in India and struggling in China, where Alibaba has a significant hold. Walmart has begun to compete with Amazon’s online market buy purchasing Jet.com, a bulk-selling web platform. These competitors, however, have not built what Jeff Bezos has, an enormous warehouse infrastructure to house and immediately deliver any good consumers may want to purchase. The convenience and pervasiveness of Amazon was built methodically.
This articled encouraged me to think about the ways companies communicate what they offer customers from different vantage points. Amazon has many arms of its company that contribute to its model of success that operate with unique purposes, like its retail platform, Prime, and AWS and need to effectively engage consumers across multiple services.
LO2: demonstrate the ability to assess complex organizational environments and achieve communication goals.
LO6: create and deliver elegant messages appropriate to audience, purpose, and context.
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