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Student name: Vo Hoang Nam Student ID number: 20281944

Student name: Nguyen Khiet Minh Thu Student ID number: 20286011

Student name: Huynh Thanh Hai Student ID number: 20286037

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UNIT AND TUTORIAL DETAILS

Unit name: Export Strategy and Application Unit number: 200589

Tutorial/Lecture: Nguyen Tien Hoang Class day and time: Monday Morning
Lecturer or Tutor name: Nguyen Tien Hoang

ASSIGNMENT DETAILS

Title: Amazon in India

Length: 4882 words Due date: 8/9/2020 Date submitted: 8/9/2020
Home campus (where you are enrolled): UEH-HCMC

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 TABLE OF CONTENT

I. Introduction

1.Purpose of the report ..........................................................................................3

2.Methodology ........................................................................................................3

3.Summary of results .............................................................................................3

II. How did Amazon win the Indian market?

1.Overview of Amazon............................................................................................4

2.Indian’s PESTLE Analysis...................................................................................5

2.1. Political..................................................................................................5

2.2. Economic..............................................................................................5

2.3. Social and Culture.................................................................................6

2.4. Technological........................................................................................6

2.5. Legal.....................................................................................................7

3.The importance of India to Amazon.....................................................................7

4.Amazon’s business model in India......................................................................10

5. Amazon’s challenges and how they managed these problems.........................15

6. Suggestion for Amazon’s operation improvement..............................................19

7. Key export lesson inferred from the case of Amazon.........................................19

III. Conclusion.........................................................................................................20

IV. Reference..........................................................................................................21
I. Introduction

1.Purpose of the report

When planning to export to another country, the firm must make many preparations

as well as an evaluation of the market that they intend to make the entrance.

Therefore, this report is aimed at analyzing the case of Amazon since it chose India

as the next potential market for E-commerce beside The US and to finally assume

whether the entrance was successful or not. In addition, this report also includes the

external factors that could affect Amazon’s entrance, the importance of India to

Amazon, and how the firm set up its business model in this country. Certain

challenges that Amazon had faced and the solutions toward these problems are also

scrutinized in this report. Last but not least, the report offers some suggestions for

Amazon to improve its operation in India as well as the key lesson that our team had

inferred from Amazon’s exporting project.

2. Methodology

In order to have Amazon’s exporting case thoroughly analyzed, online research was

conducted by our team members. Secondary information is used as our mainstream

of resources including using Western Sydney University Library and other sites.

Moreover, there are also comparisons in the field of E-commerce in India as well as

the market environment of India as compared to other countries.

3. Summary of results

The E-commerce business model of Amazon is specified in several parts counting:

value proposition, revenue model, market opportunity, competitive environment,

competitive advantage, market strategy, organizational development, and

management team. Moreover, export strategies of Amazon are also figured out

including creating a retail purchase service called Junglee.com accompanied by

3
strategic alliances, which is discussed further in this report. Concurrently, as Amazon

was struggling with some problems regarding the Indian market which to mention is

the underdeveloped infrastructure and payment method, the firm did a great job in

handling some programs to keep on the right track such as The Chai Cart or

Amazon Tatkal.

II. How did Amazon win the Indian market?

1. Overview of Amazon 

Amazon was founded by Jeff Bezos in 1994 headquartered in Seattle, Washington,

United State. According to Hall (n,d.), it is said that “Amazon.com is a vast Internet-

based enterprise that sells books, music, movies, housewares, electronics, toys, and

many other goods, either directly or as the middleman between other retailers and

Amazon.com’s millions of customers.”. Started being known as a huge online

bookstore under the name of Kindle (Fastcompany webpage, n,d.), the firm is now

leading the world’s E-commerce industry undoubtedly thanks to the effort of CEO

Jeff Bezos with sometimes standing on the edge of going bankrupt. The meaning of

Amazon with an arrow below shown in figure 1 indicates that the firm is able to

provide an exhaustive range of products from A to Z and the arrow simultaneously

illustrates a satisfactory smile of the consumers to whom already experienced this

service. However, as successful as Amazon, why they chose India to be the next

potential market is analysed further in this report

Figure 1. Amazon logo

2. Indian’s PESTLE Analysis

In entering a new country, the firm must carefully analyze the external factors which

are political, economic, social, technology, legality, and environment so that they

could have a better vision of what benefits the market could deliver to the firm as well

as the challenges they may have to face. 

2.1. Political: 

According to Rahman (n,d.), Indian political environment is moderately stable and

the country is considered as one of the largest democratic nations in the world. In

Figure 2 (Euromonitor International webpage, 2014), it can be clearly seen that

Indian political lies in the top 5 with approximately 180 scores accompanied by

winning the first place for the ease of doing business. Therefore, this could be a plus

mark for Amazon to set its business in India.

Figure 2. Political stability and the ease of doing business graph

2.2 Economic

Another advantage of Amazon’s entrance to India regarding the economic factor is

thanks to the low corporate tax rate. To quote Rahman (n,d.), “In September 2019,

the country reduced the tax rates to 22% from 30% for existing companies and to

5
15% from 25% for new manufacturing companies.”. With the reduction in tax every

year, Amazon can partially decrease their expense when exporting to India.

2.3. Social and culture: 

Since India is the second-most populous country in the world, many aspects of this

society could become advantages for Amazon, for example, cheap labor, large

market size, and high living standard is what Rahman (n,d.) described India. With

these benefits, Amazon can lessen the expense for the labor force and save their

time in finding the target consumers. However, the country sometimes gets troubles

arisen from the conflict among ethics. Simultaneously, according to the Census India

webpage (2001), as shown in figure 3, it can be seen that the vast majority follow

Hindu which has many rules and regulations in doing business regarding this

religion. Therefore, every single step taken by Amazon should be carefully taken into

consideration in order to avoid unexpected disputes.

Figure 3. Indian population by religious communities

2.4. Technological:

Besides being the 2nd populous nation, India is also famous for its second position

after China regarding Information Technology as known as IT shown in figure 4

(Suvam and Mishra, 2016). This scenario offers a huge advantage for Amazon since

the firm generally works under the technological system. Advanced understanding of
the technology of the workforce can cut down on training time as well as contribute

to greater success in Amazon’s exporting and operation. 

Figure 4. Top 10 IT sectors of the world

2.5. Legal:

The last factor that Amazon should be careful with is the Indian legal system

because this is a really touching issue. Certain changes in the legal system recently

such as Labour law can partially affect how Amazon’s operation is running. For

example, the rise in the minimum wage set by the government can directly increase

the firm’s cost of operation (Afghan, 2016), thus creating a challenge for the

company. One benefit that the Indian legal system could offer Amazon is the ease in

setting up FDI according to Rahman (n,d.). Therefore, taking advantage of this,

Amazon should wisely pick up a suitable approach to get access to customers all

over India, which is demonstrated in the other part of this report.

3. The importance of India to Amazon

In today’s economy, platform-based markets have become indispensable,

increasingly prevalent, and taken remarkable growing possession of the world’s

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market share (Eisenmann, 2007). These forms of markets or businesses are

described by (Rochet & Tirole, 2003) as multi-interaction because complementors

and customers use the available technologies to get access and interact with others,

an e-commerce’s development is always based on its capacity to retain and keep

their customers on board. That is the reason why populous areas such as China,

India, or South East Asia become significant potential international markets for the

company to enter, they also have lower rates of internet penetration compared to

developed markets (TT, 2017). Furthermore, TT (2017) also stated that both

disbursement rates and per capita income in developing nations keep increasing

through time would be a benefit for e-commerce companies when giving them

already large mid-class customers market that is foreseen to grow in the future.

Different from other developing countries whose market are already dominated by

other big e-commerce corporations such as JD.com and Alibaba in China or Lazada

- an Alibaba subsidiary - in SEA markets like Thailand, Indonesia, Malaysia and

Philippines (Arcibal, 2019), India is still an untapped international market with many

stated market features that appropriate for Amazon. Particularly, with more than 560

million internet users, India is considered to be the second online market in the

modern world behind China (Keelery, 2020). The American e-commerce giant has its

possibility to expect India to be its largest market outside of the USA. Despite the

high number of internet users, Keelery (2020) further showed that internet

penetration in the country is just approximately 50 percent, which made it a real high

potential market for technology firms such as Amazon. This internet penetration is

promised to rise massively as India is one of the fastest-growing e-commerce

countries in the world with annual duplicated growth in latest years (Keelery, 2020),

another considerable number of is the country’s contribution to the international e-

commerce market, it has inched up from 0.3 percent to 0.8 percent during the time of

2014 to 2016 (TT, 2017). With the recent number of CAGR up to 51 percent, the

country is expected to grow to be a $200 billion market by 2026 from nearly $40

billion of the market size in 2017 and become the second-largest market in the next

two decades after China (IBEF, 2020). It can easily be seen from Figure 5 that

India's e-commerce industry has a high growth rate and shows how Figure 6 low is

the country’s internet penetration. 

Figure 5. Retail E-commerce sales in select countries in Asia-Pacific and

Worldwide, 2014-2018

9
Figure 6. Internet penetration- South Asia, 2016

These numbers can lead to a more reliable conclusion that India is a current and

futuristic important market for Amazon to enter. It meets all the company’s needs

requirements to be an ideal market for every e-commerce company. Besides, with

the already solid foundation in the domestic market, Amazon has its full advantages

to expand the business internationally, especially a prospective untapped market like

India. 

4. Amazon’s business model in India

Like other international markets, India requires a proper and innovative business

model. According to Kopp (2020), a business model is simply understood as the

company’s plan to create profit. It is important for every form of business,

irrespective of new and well-established. They help the company to anticipate trends

and challenges, attract new customers, investments, talented workforce and even

create bonds and motivation between staff and managers. The business model

needs to be regularly considered and updated to maintain the quality. In this part, we

can view Amazon’s business model in this South Asia country and how the firm
maximizes its system to be successful in the new market. Laudon and Traver (2009)

illustrated that the business model of an e-commerce company usually consists of

eight main components: value proposition, revenue model, market opportunity,

competitive environment, competitive advantage, market strategy, organizational

development, and management team. 

The value proposition is a primary component of the business model. It indicates

how the company puts its resources together to satisfy their customer needs, this

proposition is stated in an ideal way that differentiates itself from competitor’s

products and services (Kopp, 2020). Amazon has created its mom-and-pop store's

system owners and partners with their delivery platform, Arnold (2020) stated that

more than 20,000 “Kirana” stores have been organized to serve as delivery points. In

India's rural areas where there are internet deficiencies, Indians can get access to e-

commerce by ordering through Amazon’s partner stores. These store owners have

been trained to record orders, collect payments, and pass along the money to

Amazon. They receive extra income as Amazon partners and help to reach a huge

number of customers easily without losing a lot of money for advertisement. This

form of business also creates new value and customer relationships due to the

company’s furtherance of technology presence in an old-fashioned retail space of

India. 

Amazon considers itself as a go “global act local” or “Glocal” company where its

consumers can buy and get goods delivered at any location (Wadhwa, Vashisht, &

Phutela, 2020). Using mass media advertisement with a catchphrase “Aur Dikhao”,

which means “show me more”, Amazon got a grip in the Indian market when they

carve a space in the customer’s mind by this message. The campaign has become

11
the symbol of the company in this populous market. Since Amazon’s target

customers are middle-class and upper-class people - who don’t have much time to

spend shopping online - the company’s strategy to introduce their modern delivery

system is an effective move. Next, Ansari (2018) given out that Amazon acquired or

cooperate with some local e-commerce and IT start-ups such as IMBD.com,

Zappos.com, Woot, pets.com, audible.com, Junglee.com, … to reduce costs and

provide their international clients more high available value and technology of India

local firms. The company’s CRM also records the customer’s buying behavior data

(Ansari, 2018). This gives the company information to offer them related items or

apply strategies to push sales based on purchasing or visiting behavior. Figure 7

shows a full process of the e-commerce value proposition of Amazon in India. 

Figure 7. E-commerce value proposition of Amazon in India full process

The revenue model according to Ansari (2018) is how a firm produces higher profit at

a low rate of investment. It is important for long term business projections. In the

industry of e-commerce, revenue consists of advertising, sales, transaction fees, and

the affiliate model. With an appropriate market opportunity as we stated in PESTEL

analysis, Amazon can generate huge profits from the Indian market. If looking at the

company’s revenue model (Figure 8), we can see that the core part of the American

company’s revenue is online stores. 

Figure 8. Amazon’s revenue model

The core business becomes the foundation for other rising businesses to emerge.

Other parts of Amazon's business revenue model include Amazon AWS, Amazon

Prime, and Amazon Advertising having much higher margins. However, online stores

still run at high volume and take over the cash conversion cycles for the company’s

profitability. The Amazon business model for online stores in India is conducted after

the following process. According to Wadhwa, Vashisht and Phutela (2020), firstly,

Portals show the list of sellers who sell the desired products and then give the

customer time to browse through. Next, appealing discounts are created for

customers to shop for their desired product. The seller will ship the product to the

customer afterward. When a shipping procedure is done, if the product is accepted

13
then the seller receives their profit based on the agreed price minus the commission

charge for Amazon. Figure 9 illustrated the whole process of this model. 

 Figure 9. The process of Amazon business model for online stores.

Gleeson (2019) proposed that a competitive environment refers to a dynamic

external system in which rival companies compete for the market shares, the more

sellers and similar products, the more competitive the environment is. Product

substitutes, the potential of new entrants, and the bargaining power of the market

also affect competitiveness. When a company has attributes to provide better

services and products or outperform its competitors in a competitive environment,

they own their competitive advantages (CIF, 2017).

 Understanding the country’s market features, Amazon has also outlined market

strategies to finalize its Indian market entry. Because of the regulatory landscape of

the country and restriction in retail, Amazon launched an online service of

Junglee.com, which allows the company to open a retail purchase service that is

administered by third party suppliers. By gathering small competitors that would

stand for new partners and advertising boost by Junglee (Pal, 2012), this could be an
ideal market entry for Amazon. Because of two reasons, first, it is a safe and low-

cost way to research the Indian market, build brand loyalty, and gain customer

relationships. The second is to learn about customer behavior. It is significant for

Amazon to pay attention to since the failure in the China market business model with

a market share of just 3.5% (Wang &Ren, 2012). With FDI regulation of selling

domestic producing products only, Amazon must change their traditional supplement

model. The company found some strategic alliances to provide end to end logistic

services. By this method, Amazon is still clear of FDI regulation while still maintaining

the quality of its delivery.

Organization development is necessary for adding skills and functions for employees

to carry out the available job in the company, which requires timely recruitment and

appropriate candidates. The management team includes the highest-level

employees that play decisive roles in the company's future development.

5. Amazon’s challenges and how they managed these problems.

Amazon, one of the biggest companies in the world that succeed in the e-commerce

industry or can be called as the largest e-commerce market in the world. According

to Vox newspapers’ data, $72 billion was generated in revenue just over the holiday

season by Amazon. With the huge expansion, Amazon has been setting up its

business model in many countries from all over the world and surprisingly, there is

some reason for concern about Amazon's core online shopping business, and new

administrative changes in its most critical international market of India could be a

huge reason why. At first, when Amazon first came to India, it is hard to exaggerate

how imperative the Indian market could affect the future of Amazon’s long term

ambition in its main business of e-commerce industry. So Amazon has declared

15
more than $5 billion in ventures in India — and that’s fair what the company made

open between 2014 and 2016 — in an exertion to make sure it doesn’t falter within

the international market with the foremost long-term development potential since

China, where it has fizzled to create any genuine effect on the market.

First entered the Indian market in 2013, there was such good and bad news for

Amazon. The good news was that India actually beckoned with a billion-plus people

and an enormous untapped online market at that time. Moreover, India had a very

young populace, more than 65% under age 35, rising levels of expendable pay

shown in Figure 10 (Kolathaya, n,d.) and omnipresent cell phone possession

(Harvard Business Review, 2016). 

Figure 10. Number of mobile phone users in millions

However, about the bad news, 67% of the Indian population lived in a rustic area

characterized by an underdeveloped infrastructure. Only about 33% of the

population lives in the modern area and could be able to connect to the Internet. This

problem with this Internet connection would limit the number of customers reached

Amazon.com. Next, it was about the problem regarding the payment method. Indian
at that time was a country where cash had been the rule for the payment of the

people, not credit card or checking account, only cash. And, decided to secure its

own, India sanctioned an unbending FDI approach confining outside multi-brand

retailers from offering straightforwardly to online customers. That means Amazon

would basically become the Indian-made products’ third-party seller. Amazon has

had to function differently than every Amazon in other countries because of the rules

there managing how foreign-owned online businesses can work; to be specific,

Amazon has only been able to offer items for deals on its stage from other dealers,

instead of acting as a retailer itself. Around the world, 48 percent of the physical

items Amazon offers are ones it offers itself. In India, that number has been zero.

About the goods, there's no deficiency of products delivered by Indians, but most

merchants in the nation are small. In 2013, moderately few retailers there sold their

items online because e-commerce was believed to be as well complex and time

expending. Moreover, India’s cash economy at that time did not encourage online

exchanges. 

To solve these problems, after having its Indian website created in 2013, Amazon

came up with many solutions. Typically, a program was created to hire an army of

suppliers and try to convince them it was a trust-worthy partner that may offer

assistance to them to increase the advertisement for their products. Amazon

implemented the program called Amazon Chai Cart, which was portable tea carts

that navigated city roads, serving refreshments to small-business proprietors

whereas educating them the ethics of e-commerce. The result of this program

sounded incredible. 9400 miles had been traveled through 31 cities and interacted

with more than 10000 sellers in only a few months by the Chai Cart team. To assist

17
these vendors, get online rapidly and address their protests to e-commerce, in 2014,

Amazon made Amazon Tatkal which is a self-described “studio on wheels” that gives

a suite of dispatch services, such as enrollment, imaging, cataloging, and deals

preparing. Both of the programs received a great response from the Indian

customers and helped Amazon a lot in the process of entering the Indian market. 

Next, delivery and fulfillment was something that the company also needed to

accommodate. In the U.S, Amazon creates a centralized shipping stage, which is

known as Fulfillment by Amazon (FBA), to store and convey the items it offers. This

means that the suppliers will transport their product to Amazon’s fulfillment centers,

pay some fee for the company to store, pack, and ship to the customers. Amazon

also adapted the FBA to India, and up to now, twenty warehouses have been built,

the biggest one is located in Kothur in Telangana. Easy Ship and Seller Flex were

two new fulfillment platforms that Amazon had introduced in order to localize and

simplify the old platform FBA. These new platforms allow vendors to store the wares

that sell on Amazon.com at their own storage, and Amazon will coordinate the

logistics. This action of Amazon was brilliant, it not only convenient for the vendors

but also helped the company save time by increasing the speed of delivery of some

goods. To improve the transport service, Amazon has made many contracts with

many major delivery services in the nation, such as India Post and cargo airline Blue

Dart. In 2015, Amazon Transportation Services Private Limited was founded in order

to augment delivery. Bicycles and motorcycles were even used for every last-mile

delivery, in both rural and urban areas. However, in rural areas, there are still some

problems with the road that could be tough for delivery.

6. Suggestion for Amazon’s operation improvement.

India is generously covered with little shops, to be more specific, more than 14

million of them, the overpowering larger part littler than 600 square feet. These so-

called mom-and-pop stores regularly highlight tall costs and constrained inventories,

but in numerous provincial communities, they are as it were diversion in town. The

government’s FDI restrictions are outlined in portion to secure these convenience-

store owners. When Amazon.in first established , numerous Indians dreaded the

online behemoth would put them out of business. Instead, Amazon should have

enlisted mom-and-pop store owners as accomplices in its conveyance stage. In little

towns and inaccessible ranges where few individuals have web access, inhabitants

can go to their nearby store and utilize the owner’s web association to browse and

select products from Amazon.in. Store proprietors record their orders, alert

customers when their items are conveyed to the store, collect money installment,

and pass along the cash — short of dealing with charge — to Amazon. The course

of action would perfectly circumvent the issue of conducting e-commerce in a cash

economy. And store owners report expanded deals of their to possess whereas

customers are on-site. With this solution, Amazon will both solve the problem of the

Internet connection and satisfy the customers very well. 

7. Key export lesson inferred from the case of Amazon

After scrutinizing the Amazon entrance to India, there are some core experiences

that could be inferred from this case. The first thing to keep in mind is to “think

globally- act locally”. Since Amazon spread its reputation all over the Indian market,

19
the firm also considers some activities that could draw attention from the local people

for example The Chai Cart analyzed above. Because each country has its different

taste and demand, so making any adaptation to accommodate the locals as

exporting to their country is considered significantly unavoidable, especially India

where exists many cultures and beliefs. The second significant notice belongs to the

external factor analysis which is friendly called PESTEL. As mentioned earlier in this

report, these external factors could bring both benefits and challenges to Amazon

when launching to India. If Amazon, in particular, and every company, in general,

can thoroughly investigate the PESTEL before entering another country, they can be

alert about the possible risks regarding the market’s environment and therefore be

proactive in preparing certain management to deal with the threats brought by these

external factors.

III. CONCLUSION

Overall, it could be assumed that Amazon exporting project to India is a huge

achievement of the firm thanks to the strategy that they used and how they adapted

this potential market. With the success in expanding the firm’s reputation as well as

winning the local citizen’s trust, Amazon is a typical example to every company in the

world especially for start-up enterprises to follow. 

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