After reading Case study, present a strategic alternative or recommendation. How would you implement it and evaluate it?

CASE Amazon.com, Inc. RETAILING GIANT TO HIGH-TECH PLAYER? Alan N. Hoffman Bentley University Overview Founded by Jeff Bezos, online giant Amazon.com, Inc. (Amazon), was incorporated in the state of Washington in July, 1994, and sold its first book in July, 1995. In May 1997, Amazon (AMZN) completed its initial public offering and its common stock was listed on the NASDAQ Global Select Market. Amazon quickly grew from an on- line bookstore to the world's largest online retailer, greatly expanding its product and service offerings through a series of acquisitions, alliances, partnerships, and exclusivity agreements. Amazon's financial objective was to achieve long-term sustainable growth and profitability. To attain this objective, Amazon maintained a lean culture focused on increas ing its operating income through continually increasing revenue and efficiently managing its working capital and capital expenditures, while tightly managing operating costs. The name "Amazon" was evocative for founder Jeff Bezos of his vision of Amazon as a huge natural phenomenon, like the longest river in the world. He envisioned the company to be the largest online marketplace on earth someday. By 2008, Amazon had become a global brand, with websites in Canada, the United Kingdom, Germany, France, China, and Japan, with order fulfillment in more than 200 countries.' Its opera- tions were organized into two principal segments: North America and International Operations, which grew to include Italy in 2010 and Spain in 2011. By 2012, Amazon employed more than 56,200 people around the world working in the corporate office in Seattle, and in software devel- and Asia. opment, order fulfillment, and customer service centers in North America, Latin America, Europe, . . . . . . . . . . . . . . . . . . . . . . . The authors would