Amazon brasil

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A New Amazon in Brazil
Analyzing Amazon.com’s E-Book Entry into Brazil

December 2012

Executive Summary
Amazon has become an established market leader for e-books in the US, largely due to its unique culture and opportunistic strategy. “Customer Obsession”—a phrase coined by founder Jeff Bezos—has become a key principle that permeates almost every decision at Amazon, including attracting and hiring employees, job design, compensation, as well as what products and services to offer.
Amazon was able to leverage this culture and strategy to become an established market leader in the e-book industry in the US. Amazon revolutionized the traditional bookselling and publishing value chain to offer a compelling value to customers. The firm leveraged its size, experience in the e-commerce industry, as well as existing relationships with publishers and content providers to overcome market forces and develop a large e-book library.
In search of new markets for its Kindle and e-book library, Amazon announced expansion plans in 2012 to Brazil. Although Brazil seems like a natural choice due to its size, growing GDP, and high number of internet users, language barriers, poor logistics, and a complex government system have delayed Amazon’s planned entry by several months. In order to be successful in Brazil, Amazon will have to rely on its entrepreneurial culture and “customer obsession” to modify its strategy for a new market.

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Introduction: From Bellevue to Brazil On July 16th, 1995, Amazon.com opened its online doors for business. In less than a decade, Amazon’s garage-level operation in Bellevue, Washington would revolutionize the way much of the world shops for goods using the internet. From books to Barbies and boomerangs, Amazon has become the world’s largest retailer with operations across the globe (see Exhibit A). Pioneered by entrepreneur Jeff Bezos,