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2
1 CASE SYNOPSIS 2 3 4 5
Started as
“Earth’s biggest
bookstore” in
1994
Raised $50
Million via IPO
in 1997
Explored new
b...
3
1 PROBLEM DEFINITION2 3 4 5
Can Amazon
become Cash
Flow positive by
2001?
Will revenues &
Profits grow?
Could they
creat...
4
1 2 3 4 5FISH BONE Diagram
# of customers
reached every week
# of stores in USA &
Canada
Profit
Cash Flow
Sustain value
...
5
• Key challenge in late 2000s: achieve profitability by 2001 end.
• Problems intensified because of dot com stock market...
6
•Reduce Operating Costs
•Increase the dividend
•Buy back the stocks
•More desirable shipping
•Opening new distribution c...
Amazon.com – on the Brink of Bankruptcy Case
Amazon.com – on the Brink of Bankruptcy Case
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Case Study: Amazon.com – on the Brink of Bankruptcy

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Amazon.com – on the Brink of Bankruptcy Case

  1. 1. 2 1 CASE SYNOPSIS 2 3 4 5 Started as “Earth’s biggest bookstore” in 1994 Raised $50 Million via IPO in 1997 Explored new business models, auctions & marketplaces in 1999 Shifted to traditional retailers after fall in GP in 2000 • Deep E-commerce expertise • Despite declining stock prices, number of customers continued to rise • Closed down online toys store & partnered with Toys R Us in 2000 • Lehman Bros report negative Credit Rates Gross Profit Margin 24% 18%
  2. 2. 3 1 PROBLEM DEFINITION2 3 4 5 Can Amazon become Cash Flow positive by 2001? Will revenues & Profits grow? Could they create & sustain value over time? Will returns to investors increase? Sub-Problems: • Simply growing revenues & retaining customers will not work • Strong competitors were lining up • Investors expected returns
  3. 3. 4 1 2 3 4 5FISH BONE Diagram # of customers reached every week # of stores in USA & Canada Profit Cash Flow Sustain value Return to investors Competitors lining up Revenues Operating costs Dividends Brand value Ebay Borrowing
  4. 4. 5 • Key challenge in late 2000s: achieve profitability by 2001 end. • Problems intensified because of dot com stock market crash and bankruptcy of online retails partners. • Borrowed money $700 million. • Partnered with Toys “R” Us. • Entered into “Logistics services” business model. • Combination of business models – Marketplace model, Auction model and Retail. • It could be the tipping point for Amazon. 1 2 3 4 5SITUATIONAL ANALYSIS
  5. 5. 6 •Reduce Operating Costs •Increase the dividend •Buy back the stocks •More desirable shipping •Opening new distribution centres •Renting out Movies & books •Manage Inventory •Customer Service 1 2 3 4 5 RECOMMENDATIONS
  • DunaMaino

    May. 13, 2016

Case Study: Amazon.com – on the Brink of Bankruptcy

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