Case Study

Amazon: The trillion dollar company coming to the Swiss alps

19 pages
August 2019
Reference: IMD-7-2061

The case describes two major dilemmas for Amazon’s expansion in Europe. First dilemma is about options to expand: Sweden has a sizeable and mature market, but Amazon is already #1 retailer through; Poland has the highest growth potential, but the strong local player dominates there. Switzerland looks to be the most attractive option with moderately growing market and no clear leader. To succeed Amazon has to be ready to compete on categories level where strong local or international players operate. What is more controversial, key competitor for may become, which is already #4 by sales on Swiss e- commerce landscape but has a lot of issues due to complicated VAT reclaiming process and goods return by the customers. Defining value proposition for Swiss market clearly is the major task for Amazon and it clearly depends on giant’s capability to set the right delivery model and carefully selected Prime offering positioning.

Learning Objective
  • How to define priorities for international expansion of the company.
  • How to analyze existing competitive landscape on the target market with focus on value propositions by the rivals.
  • How to define attractive value proposition based on existing pain points of the customers.
  • How to define applicable business model considering market specific and expected value proposition to be delivered.
Market Size, Market Entry Strategy, Macro Environment Analysis, Value Proposition, Business Model, Strategy Diamond
Amazon, Consumer Services, Retail, Information Technology, eCommerce
Published Sources
© 2019
Available Languages
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics