Higher National Diploma in Business
Unit:1 Business and the Business Environment
Amazon's Eye on Turkey: A critical opportunity for Business
Learning outcomes
LO1. Explain the different types, size and scope of organisations
LO2 Demonstrate the interrelationship of the various functions within an organisation and how they link to organisational structure
LO3 Use contemporary examples to demonstrate both the positive and negative influence/impact the macro environment has on business operations.
LO4 Determine the internal strengths and weaknesses of specific businesses and explain their interrelationship with external macro factors
Business scenario
Ecommerce in Turkey worth about 5.74 billion euros in 2018, after it grew 38 percent compared to the year before. The Turkish online retail industry now accounts for 5% of the country's total retail sales (Ecommerce news, 2019). As per Statista Report- 2019, recent revenue generation accounted to U.S $8 Billion with 50.9 million users in Turkey. For availing such a lucrative opportunity, Amazon entered Turkish market. Starting from September 2018 customers across Turkey can visit Amazon.com.tr to shop from a selection of millions of products, with the benefit of everyday low prices and reliable free delivery for orders above 50 TRY". with this statement Amazon Turkey started its activities in Turkey market. Amazon.com.tr features a vast selection of products across 15 categories, such as Books, Consumer Electronics, Sports, Outdoor, Tools, Toys, Home Improvement, and Baby, including products from over one thousand local Turkish businesses. Amazon mission is to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, at great prices. Since the launch of Amazon.com in 1995, hundreds of thousands of Amazon customers in Turkey have ordered millions of items from existing Amazon stores around the globe. Amazon is thrilled to now offer Turkish customers a selection of millions of products, including products from over one thousand local Turkish businesses," said Sam Nicols, Country Manager for Amazon.com.tr. "We are committed to building our business in Turkey in the coming months by expanding our selection and delivery options and providing excellent service, through which we hope to earn the trust of Turkish customers". Why Amazon arrived very late to Turkey Market? In reviewing the competitors of Amazon in turkey market we can find many competitors, in sharing books market, e-book market, Consumer Electronics, Sports, Outdoor, Tools, Toys, Home Improvement markets such as Hepsiburda, Trendyol, n11 and Gittigidiyor. Among competitors, most of them are so powerful competitors, with long history in Turkey market.
Job/Role You are working in amazon (any other retail e-commerce organization of your own choice or your own workplace) as junior business analyst working on projects with senior business analysts of the company which selling its products in Turkey or any other market around the globe. Fundamentally, the job of junior business analyst is advisory role and is a problem solver who plays a critical role in defining, enabling and scanning business change in its micro and macro environment. They see where the issues and opportunities arise, and then consider the best approach to steer things towards a resolution. By your analysis you can make a real difference to business success and can impact the way that a company operates. The company aimed to increase products to satisfy wide range of customer devising new ways to engage and motivate customers to repeat purchase in order to improve customer loyalty. For this, your supervisor delegated you to draft a report (with critical evaluation) in which you achieve the following:
Assignment Brief
• As providing background information in the report, explain and analyse the different types and purpose of organizations (Public, Private, and Voluntary Sectors), further explain the size, scope and their legal structures and how they are linked to business objectives, products and services offered by organization.
• Provide introduction, mission, vision, the products offered by Amazon, its legal structure, scope and size of Amazon or your chosen organization.
• By analysing Amazon, explain the relationship between different organisational functions and further analyse the advantages and disadvantages of interrelationships between organisational functions which impact upon organisational structure.
• By providing specific examples and applying PESTLE model in an organisational context of Amazon, analyse and identify the positive and negative impacts the macro environment has upon business operations.
• Conduct an internal external and internal analysis of Amazon Turkey and one of its competitors, applying appropriately SWOT/TOWS analysis, to identify their strengths and weaknesses interrelating with macro factors and justify how it can influence decision making.
Attachment:- Business and the Business Environment.rar