Amazon’s Foray into India: Competing in an Emerging Market




Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

Abstract

The case is about the entry and expansion strategy of Amazon Inc. in India, the third largest e-commerce market in the world. Amazon India was launched in June 2013. Since foreign e-commerce companies were not allowed to hold their own inventory and sell directly to consumers in India, Amazon launched its marketplace model which enabled third-party sellers to trade their products.

Since it was launched in India, Amazon has built up one of the biggest online product ranges in the country. The case discusses the strategies Amazon India adopted to win over the Indian market. However, some analysts felt that Amazon had made a big strategic mistake in trying to crack yet another emerging market after its fiasco in China and Brazil.

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Issues

The case is structured to achieve the following teaching objectives:

  • Understand the e-commerce market of an emerging country;
  • Study and assess the issues and challenges of running an e-commerce company in India;
  • Evaluate the entry and expansion strategy of Amazon in India;
  • Analyze the challenges Amazon India faces in winning over this key emerging market;
  • Explore strategies that Amazon India could adopt to overcome these challenges and become the leading ecommerce company in India.

Contents
Introduction
Background Note
Amazon In India
Competitive Landscape
Challenges
Looking Ahead
Exhibit

Keywords

International Management; Internationalization; Entry and expansion strategy; Competition; Competitive strategy; Differentiation; Customer service; Logistics; Regulatory quagmire; Emerging markets; Marketplace model; Indian ecommerce industry; Amazon; Flipkart; Snapdeal

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