1. Amazon’s supply chain management is known as the most effective and efficient and plethora of multinational corporations follows Amazon’s strategies and their supply chain management in order to attain positive outcomes. Amazon is a behemoth player of e-commerce industry and it has set up its effective presence through Amazon Go in the offline market. Amazon is one of the largest retailers in the global retailing industry and their supply chain strategies are considered as the major factor for their success, growth and development. Amazon offers numerous delivery options to its customers and they have also introduced Amazon Prime services under which customers can subscribe for the Prime services on monthly or yearly basis. In that time period, customers are not required to pay extra amount for the fast delivery services. Their delivery options have helped the organization to make its distinctive image from its competitors and it has also helped the organization to develop brand loyalty amongst the target audience (McFarland, 2018).
Amazon’s CEO Jeff Bezos is one of the most efficient and effective leader of this era and with his unique leadership style, he has lifted Amazon towards the leading position in the global retailing industry. He always believes that quality is the major factor through which customers could be attracted and retained for longer period of time. In relation to this, organization has introduced their offline stores named Amazon Go to beat their local competitors such as small and mediums sized retailers. With regards to this, it is bit difficult for the organization to manage supply chain for both online as well as for offline stores (Amazon.com, 2018). In relevance to this, following challenges are faced by Amazon in relation to the supply chain in order to manage both online as well as offline channels:
2. Amazon act as an agent between sellers and buyers and it operates in various parts of the globe. Organization has regularly expanded its functionalities by introducing new products and services. Recently, organization has entered into offline market by opening Amazon Go store with the objective of setting up its presence in the offline market (Govindan, Soleimani & Kannan, 2015). Although, Amazon’s online platform is considered as the most efficient due to its fast delivery options and wide product offering but due to growing offline retailing industry, organization has come up with its offline store. Amazon Go has been established with a unique business model which is highly efficient in managing both online as well as offline retailing functionalities of the organization. Supply chain management of Amazon is considered as one of the finest and most effective across the globe (Fernie & Sparks, 2014). Due to increasing competition in the offline retailing industry, Amazon has entered into grocery retail industry to compete with the existing players like Walmart, Target, etc. Following are several opportunities for the organization in relevance with performing as brick and mortar store:
3. The step taken by Amazon to move in the offline market clearly shows that they do not want to be limited to the online industry only. The launch of Amazon Go and other physical elements of the organization clearly demonstrated organizational vision to become a large player of mixed online and offline retailing and manufacturing company. Thus, it could be said that yes, organization would be able to change the service benefits of their customers which they were gaining from the online retailing through their offline stores because their offline store is not similar to the existing players’ grocery stores. Amazon Go is an automated store where customers are not required to interact with the storekeepers to purchase the products (Zhong, Newman, Huang & Lan, 2016). Along with this, customers could shop and move forward to their homes without standing in the long billing ques as they could directly pay for their products through various digital payment options offered by the organization.
Amazon Go is getting positive response due to high brand image of Amazon in the e-commerce industry and their customer loyalty will also help to establish unique image in the global offline retailing industry. Organization will use the same approaches such as the supply chain system, customer centric approach and effective marketing strategies to build positive image amongst the customers for their offline store (Reefke & Sundaram, 2017). In the offline retailing industry, monopoly market conditions have been developed by Walmart and Target, thus, there is a big opportunity as well as a major challenge for the organization to compete with these behemoth brands and that too without any experience in the traditional retailing. But with the help of unique business model and huge brand image as the online retailer, organization would be able to compete with these companies along with gaining competitive edge over them (Hugos, 2018). Customer centric approach will be the powerful weapon for the organization to attract existing and potential customers of their competitors so as to move towards sustainable growth and overall development in the traditional retail industry.
References
Amazon.com. (2018). Amazon Go. Retrieved from: https://www.amazon.com/b?ie=UTF8&node=16008589011
Christopher, M. (2016). Logistics & supply chain management. Pearson UK.
Fernie, J., & Sparks, L. (2014). Logistics and retail management: emerging issues and new challenges in the retail supply chain. Kogan page publishers.
Galanton, N. (2017). Challenges of Supply Chain Management. Economica, 3(101), 7-16.
Govindan, K., Soleimani, H., & Kannan, D. (2015). Reverse logistics and closed-loop supply chain: A comprehensive review to explore the future. European Journal of Operational Research, 240(3), 603-626.
Hugos, M. H. (2018). Essentials of supply chain management. John Wiley & Sons.
Kache, F., & Seuring, S. (2017). Challenges and opportunities of digital information at the intersection of Big Data Analytics and supply chain management. International Journal of Operations & Production Management, 37(1), 10-36.
McFarland, M. (2018). I spent 53 minutes in Amazon Go and saw the future of retail. Retrieved from: https://edition.cnn.com/2018/10/03/tech/amazon-go/index.html
Monczka, R. M., Handfield, R. B., Giunipero, L. C., & Patterson, J. L. (2015). Purchasing and supply chain management. Cengage Learning.
Reefke, H., & Sundaram, D. (2017). Key themes and research opportunities in sustainable supply chain management–identification and evaluation. Omega, 66, 195-211.
Zhong, R. Y., Newman, S. T., Huang, G. Q., & Lan, S. (2016). Big Data for supply chain management in the service and manufacturing sectors: Challenges, opportunities, and future perspectives. Computers & Industrial Engineering, 101, 572-591.
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