Being a sole customer country or a mix of customer and supplier country, Amazon has in its strategy fixed a model of dealing with pure customer strategy. However, it is argued that sole customer country may have to deal with unsuitable demands of large corporations. As for example, America along with the UK has been exploiting a lot of natural resources in African countries, poor enough to give them full access for the funds they provide. Thus, being a sole customer country many not be a boon for the country’s economic progress, as it usually interprets.
Amazon is present in India, and is doing extremely well in its deployment of millions of products that suit the purchase preference of local consumers. India is business friendly, in need of continuous foreign investments for funding its internal growth, and Amazon saw and opportunity (Bansal, 2012). The US and India have multiple trade agreement in implementation, which provides confidence to Amazon for sustained expansion. The company, though competitive, had to understand the local demands, local constraints of business, customer preferences, their buying decisions, and the target market (Brohan, 2013). It is facing stiff competition from home grown rivals Flipkart and Snapdeal, and it chanced upon a strategy of increasing the number of products and introducing the two hour delivery, same day delivery, and next day delivery models.
The strategy was welcomed by all consumers, and this resulted in raising the company above the two large rivals, though close to each other in sales and market. The task demanded by the situation resulted into near-fulfilled objectives.Amazon is an engaged company, always trying to interpret the results from its analysis and forecasting. It has used several theories of marketing to gain access to a specific country or to enter another. The company is fully applying the components of ‘star analysis’ in its home country, partner country, supplier country, and customer country. The company has been successful in its strategy implementation, resulting from sincere adjustments and alignment with alliance country to suit the local market, the local customer. With multiple theories and strategies being proof of reasonable results, Amazon does not hesitate in acting on reliable assumptions that are applicable in any non-American country. However, with market forces acting as mystery, and competition or consolidation in the online selling market probable possibilities, it must consistently recalibrate its engagement strategy with allied countries.