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AMAZON.COM
instant video
ryan fernando . jason zijlastra . melissa lew . kristina ong . anastacio galicia . fiona wang
Largest Online Retailer
Founded in 1994 in Seattle,
Washington by Jeff Bezos

Tech innovations and superior
online knowled...
That’s not all...
What’s Amazon Prime?
$79/year, free two day shipping

Instant streaming of 41,000
movies and TV shows

350,000+ Kindle tit...
What’s the problem?
Inability to increase
market share in the
instant video market


Although Amazon offers a
huge variety...
Current Situation
Netflix, 32.25%!
YouTube,
17.11%!
HTTP, 11.11%!
BitTorrent,
5.57%!
MPEG, 2.58%!
Hulu, 2.41%!
iTunes, 1.90...
External Environment
LEGAL: website, video
content, copyright issues


TECHNOLOGY: video quality
makes online streaming
si...
Five Forces Model
Rivalry Among
Competitors
1. High
2. Netflix, Hulu,
Redbox
Threat of New
Entrants
1. Medium
2. High capit...
External Environment
OPPORTUNITIES

Use brand and
loyalty to gain
market share
(buyers)

Strong capital base
to get more c...
Internal Environment
WEAKNESSES

•  Not known for
online video
streaming

•  No language
options, weak
content

•  Slow in...
Internal Environment
RESOURCES & CAPABILITIES
•  Abundance in Storage Physical Warehouses
•  Innovation - Amazon Prime Air...
Internal Environment
RESOURCES & CAPABILITIES
•  Knowledge & Informational Resources
•  Product Management

CORE COMPETENC...
Internal Environment
VRIO ANALYSIS
•  Valuable - Experience serving 152 million
customers

•  Rare – Experience successful...
Strategic Analysis
INTEGRATED COST LEADERSHIP / DIFFERENTIATION 
•  Premium Products at Non Premium Prices

•  Leverage Co...
Offer Original Content
HOW? 
Creating Production Studio

FEASIBLE?
More and more people are leaving cable
New Releases Faster
HOW? 
Advanced Licensing Agreements

FEASIBLE?
….
End Result
•  Increase Market Share in Instant Video Market
•  New Prime members and increased value
•  Quality
Did you know?
ALL RUN ON AMAZON’S INFRASTRUCTURE
Nächste SlideShare
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amazon instant video presentation

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amazon instant video presentation

  1. 1. AMAZON.COM instant video ryan fernando . jason zijlastra . melissa lew . kristina ong . anastacio galicia . fiona wang
  2. 2. Largest Online Retailer Founded in 1994 in Seattle, Washington by Jeff Bezos Tech innovations and superior online knowledge contributed to growth Online streaming part of Amazon Prime for students
  3. 3. That’s not all...
  4. 4. What’s Amazon Prime? $79/year, free two day shipping Instant streaming of 41,000 movies and TV shows 350,000+ Kindle titles to Amazon Prime for students For students, free for 6 months, $39.99/year after
  5. 5. What’s the problem? Inability to increase market share in the instant video market Although Amazon offers a huge variety of items for customers to purchase from their store, they lack in variety for their video streaming service.
  6. 6. Current Situation Netflix, 32.25%! YouTube, 17.11%! HTTP, 11.11%! BitTorrent, 5.57%! MPEG, 2.58%! Hulu, 2.41%! iTunes, 1.90%! SSL, 1.89%! Flash Video, 1.48%! Facebook, 1.48%! Amazon, 1.31%! HBO GO, 0.34%! Top Online Video Downstream Sources First Half, 2013
  7. 7. External Environment LEGAL: website, video content, copyright issues TECHNOLOGY: video quality makes online streaming sites popular. HD will increase demand.
  8. 8. Five Forces Model Rivalry Among Competitors 1. High 2. Netflix, Hulu, Redbox Threat of New Entrants 1. Medium 2. High capital requirement Bargaining Power of Suppliers 1. Medium to High 2. Limited Number of Suppliers Bargaining Power of Buyers 1. High 2. Revenue based on customer sales; weak loyalty Threat of Substitutes 1. Medium 2. Many substitutes such as rental DVDs, Apple TV, etc..
  9. 9. External Environment OPPORTUNITIES Use brand and loyalty to gain market share (buyers) Strong capital base to get more content (new entrants) THREATS Intense competition from Netflix, Hulu (rivalry among competitors) Pirated content from illegal sites (legal factor)
  10. 10. Internal Environment WEAKNESSES •  Not known for online video streaming •  No language options, weak content •  Slow in releases •  No original content STRENGTHS •  Strong name, well known brand •  Strong presence, online retailer •  Amazon Prime very popular
  11. 11. Internal Environment RESOURCES & CAPABILITIES •  Abundance in Storage Physical Warehouses •  Innovation - Amazon Prime Air CORE COMPETENCIES •  Ability of Superior Customer Service •  Sophisticated IT systems to provide the largest selections of items Although Amazon offers a huge variety of items for customers to purchase from their store, they lack in variety for their video streaming service.
  12. 12. Internal Environment RESOURCES & CAPABILITIES •  Knowledge & Informational Resources •  Product Management CORE COMPETENCIES •  The ability to utilize strong customer knowledge and understanding to develop superior quality goods and services. Can this be leveraged into instant video to provide sustainable competitive advantage? YES
  13. 13. Internal Environment VRIO ANALYSIS •  Valuable - Experience serving 152 million customers •  Rare – Experience successfully launching services vertically and horizontally •  Imitate – Advanced IT systems, human resources, capital •  Organized to Capture Value – Over 51,000 employees. CEO 2012 Businessperson OTY
  14. 14. Strategic Analysis INTEGRATED COST LEADERSHIP / DIFFERENTIATION •  Premium Products at Non Premium Prices •  Leverage Core Competencies •  Provide More Value to Amazon Customers •  Ex. Kindle Fire ecosystem, Prime
  15. 15. Offer Original Content HOW? Creating Production Studio FEASIBLE? More and more people are leaving cable
  16. 16. New Releases Faster HOW? Advanced Licensing Agreements FEASIBLE? ….
  17. 17. End Result •  Increase Market Share in Instant Video Market •  New Prime members and increased value •  Quality
  18. 18. Did you know? ALL RUN ON AMAZON’S INFRASTRUCTURE

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