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Increasing the current customers rate of use

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Imagine that you have been hired by Amazon to review its long-term online strategy. In a PowerPoint presentation to be given to the long-term planning team, cover the issues listed below. Each slide must contain notes fully explaining all points made on the slide.

Refer to Case Study 10 and Exhibit 7.4 on page 210 of the textbook for this option. Amazon.com, Inc. (Case Study 10) describes the company's founding in the mid-1990s. In 10 to 12 PowerPoint slides, analyze how Amazon uses the grand strategies of concentration, market development, and product development as a part of its long-term strategy for growth by addressing the following:

Concentration:
Increasing the current customers' rate of use
Attracting competitors' customers

Market Development
Opening additional geographic markets
Attracting other market segments

Product Development
Developing new product features.

Reference no: EM13838016

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