1. Organization Structure
Company Name : Amazon.com
Industry : Retail, Software, Digital Media

2. Existing Structure

3. Support Functions
CEO
CTO CIO CFO
Functions
Business E-Commerce
Business Communication Legal Development Platform Operations
Lines
SVP
International
Retail
SVP
North America
Retail
SVP
Seller Services
SVP
Web Services
SVP
Digital Media

4. Proposal for Organizational Change
Problem Proposal How this will help
Business Development function may Bring Business Development This will make Business
not have goals directly aligned to a under the purview of particular Development activities directly
particular Business Line. This may Business line and Geography. accountable and measurable in
cause problems in measuring relation to the particular
performance business.
Operations function is specific to Similar to Business Brings direct control over
only two businesses. These Development, Operations operations to each business and
businesses happen to be the main should also be merged with the hence focused and better
divisions in Amazon, but a direct Business line operations management
control over operations is not
possible
Revenue from Sellers are accounted Divide Seller Services according More control and direct
for as part of either North America to the two geographies as used representation of Sellers under a
or International. But this business is in financial reporting, and particular umbrella
handled as a separate unit merge it with the main
business

5. Proposed Structure

6. Support Functions
CEO
CTO CIO CFO
Functions
Business Communication Legal E-Commerce Platform
Lines
SVP
International
Retail
SVP
North America
Retail
SVP
Web Services
SVP
Digital Media

7. India Chapter
• Advantages : Retail
Well known and respected brand in India
Huge potential for e-commerce in India
• Advantages : Technology Centre
Cost of employees
Large pool of Skilled Personnel
• Advantages : Kindle
Established as best e-book reader worldwide

8. India Chapter Contd…
• Challenges : Retail
Inventory and Warehousing
Timely Delivery
Payment Methods
Taxes and Duties
Competition from offline as well as online stores
like Flipkart, LetsBuy, Crossword etc

9. India Chapter Contd…
• Challenges : Technology Centre
Infrastructure
• Challenges : Kindle
Competition from established tablets and smart
phones

10. Highlights
• Two Stage Set Up
• Stage I (1 – 2 years)
Hand Holding
Preserve Culture of Innovation and Customer Focus
Increase customer base with help from Indian Leadership
• Stage II
Well established with large customer base
Independent and self sufficient Organization
Concentrated on one market

11. Proposed India Organization (Stage I)
CEO
SVP SVP SVP
Digital e-commerce
International Media
Retail
VP
VP e-commerce
VP Business
VP Retail Engineering development
Joyo.com Development
(India) (Chennai DC) (India)
Europe Director
Retail Marketing
Bangalore Hyderaba
(India) DC d DC

12. Proposed India Organization (Stage II)
CEO
SVP
India
Head
VP Retail VP Digital VP
(India) Media e-commerce
development
Sr. Sr. Director Sr. Sr. Director
Director (Retail) Director Engg
BD BD (Digital) Sr. Sr.
Sr. Director Director
Sr. Director (e-comm) (ws)
Director S&M
S&M

13. Retail India Expanded
Sr. Director
Retail
Dir Dir
Dir Dir Dir
Dir Consumer Entertainm
Books Toys, Marketing
Fulfillment Electronics ent
& Sports,
Appliances Home
Decor

14. Goals- First Stage
Title Goal Measure Target
SVP India Establishing the Establish an -Setup of critical sales /Marketing mass and talent within Q2 of
flagship offering Operational trust and 2012
of Amazon in similar efficiency -- Establish
India , levels as per the
upholding the other key
key brand value geographies
proposition as
offered in the
US.
VP India Retail Adapt and Revenue $ I bn
Expand
Amazon’s Retail
Business in
India,
maintaining
brand value of
the company
VP Digital Media Establish Ensure high quality Steady Growth in Kindle Revenues
Engineering and stable solution
Team and development for
Processes Kindle
VP – Ecommerce Development Establish Ensure high quality Better and Adaptive solutions to India e-commerce platform
India Engineering and stable solution Higher penetration of web services in Indian Software Industry
Team and development for e-
Processes commerce and web
services