Question

External envinronmenal analysis of Amazon India using 12c international market framework

Answer 1

12c International Market Framework for Amazon India:

· Country: The specific country is India, which is deemed to be the next superpower in the world

· Currency: The currency under consideration is Indian Rupee

· Culture: The Indian culture is multi-faceted as the diversity of the country is quite rich. The country is quite high on power distance. Hence Amazon India needs to have a hierarchical structure. The country is quite a collectivistic society. Hence the company must come up with interventions aimed at the disposition of overall society development

· Control: Amazon India is a part of the parent country, Amazon.com Inc. But Amazon India must be given leverage to take independent decisions as the company needs to abide by the local disposition

· Concentration: The concentration of market is quite deep in India

· Choices: The Indian consumers are not that brand conscious, they are more price conscious. Hence the company must offer products which are affordable and within the budget of the Indian consumers

· Communication: The company can communicate with

· Choices: Indian market runs after affordable but durable and high quality products and services. Amazon India must list suppliers offering high quality products at affordable prices

· Channels: There are various marketing channels which Amazon can use in India. For rural market, the company can choose traditional marketing channels like print media, while for urban markets, the company can opt for digital marketing

· Contractual obligations: India has specific employment laws and minimum compensation. Amazon India needs to follow the same for statutory and legal fulfillment

· Capacity to pay: The Indian market has high concentration of middle class purchasers. Hence the capacity to pay and make purchases can be considered to be moderate

· Caveats: Indian government is quite serious with privacy norms as well as IP laws. Amazon India must make sure it does not get into any copyright or privacy violations