Often organizations enter the marketplace with one approach and model. As the economy and demands shift, and technology changes, it is important that organizations pay attention and adjust with the times. This module uses the example of Amazon and how the company proactively adjusted to changes in the market and changes in technology to acquire the position of number two behind the iPad. Amazon continues to develop reader or iPad type technology that goes beyond digital texts.

Amazon’s original aim was to be the world’s largest bookseller. The company currently offers a wide range of products and services in addition to operations in online retail storefronts for partners. The company has also developed and sold its own manufactured products such as the Kindle.

Review the main sections of Amazon’s most recent annual report available at the following link:

http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-reportsannual.

Respond to the following:

• What was the generic strategy originally applied?
• How has the company’s strategy changed? Which strategy applies now?
• How would you describe the central elements of Amazon’s strategy?
• What elements of low-cost provider strategy do you see?
• What are the elements of differentiation in the company’s strategy? For example, elements such as diversification or market timing.

Write your initial response in approximately 300 words. Apply APA standards to citation of sources.