Amazon

You are required to give advice based on your role as a strategic international marketing manager to Amazon.com on its strategy to enter the Dutch market in 2020-2022. Assume you are the international marketing manager of Amazon, write a report to the management team, addressing the following areas: • Description of Amazon and its growth strategies in an international perspective • A plan on ‘How’ to enter the Dutch market from Amazon’s perspective. Which model (Global or Organic path from theory and literature) would you use? • Who are the main competitors for Amazon in The Netherlands? • What competitive reactions are to be expected and what is your competitive strategy? • What is the entry strategy for the Netherlands (use literature)? • What cultural and management differences can you identify (use literature)? • What will be your operational (marketing) plan to be successful (use literature)? Where you refer to specific supporting facts about the organisation please detail and reference these in your Reference section. You are required to do desk research about Amazon, the Dutch market and their competitors. You are to apply knowledge gain from the module. Especially from the powerpoint presentations and other resources in the module area and on the Internet.

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