Introduction of Amazon E-commerce company

              Amazon e-retailing company is earning success in its targeted market as a business model innovator. Company introduces innovative services. Amazon develops customer-driven marketing and business strategies to win maximum share in the targeted market and be a threat for other competitor companies in that selected region. According to Jeff Bezos, the current strategies of Amazon Company are highly customer focused (Birkinshaw & Brewis, 2016). Working in a highly competitive market generate several issues and challenges. While sometimes strategies developed at the corporate level also causes challenging situations.    

Background of Amazon E-commerce company

           Amazon is customer focused therefore they ever try to find out solutions for the customers' problems. As they introduce new ideas and solution in the market, therefore, company face high risk. There is the possibility that customer may not try those new products. While another problem for Amazon Company is that it introduces new products to benefit customers at maximum as a result of this there old products get negative effects sometimes. For instance, the company introduced Kindle electronic book reader that affected the hard bookselling business of Amazon. Because of innovativeness and unique strategies amazon is facing criticism in the competitors market as whenever company introduces a new product competitors make fun of it and predict it a cause to end Amazon business. Other than innovativeness diverse portfolio is also an issue. According to case study, a company has a diverse portfolio cannot continue to get success on all fronts.         

Alternatives of Amazon E-commerce company

             There are several alternatives to these issues. The first alternative is to reduce products line to reduce diversification in the business portfolio to avoid the risk of getting the failure in some product. While the second alternative is to do not make any change and keep on these strategies and business operations. The third alternative is to increase diversification but just include the most frequently and highly satisfying products in the portfolio. The first and second are not possible because these can increase the risk factor. 

Proposed Solution of Amazon E-commerce company

             The third is the best solution to the problem. The company needs to create the database and select products of different brands that are most frequently required by the customers. Only bestselling products should be purchased to store inventory. Only focusing on the highly demanded products will reduce risk factor and help the company to get success at all fronts.  

Recommendations of Amazon E-commerce company

            In the light of analysis and findings I would recommend that Amazon should pay more attention to marketing and do not attempt to reduce product lines but in fact, they should promote their best-selected products through social media and other marketing platforms that will help company increase sales.