Essay about Amazon.Com and Mattel - a Strategic Perspective

Amazon.com, from a strategic approach, is dominating the world-wide-web. They have become the world leader in online sales of books, music, videos, movies and other products and services. Amazon knew that the Internet could be used as a distribution channel, thus reducing their supply chain relations. By making these strategic advances, Amazon was able to achieve and sustain their competitive advantage. After researching and reading the 2009 and 1997 Annual Reports, it was determined, that in order to achieve this recognition, they needed to acquire the United Kingdom and German online booksellers. By these acquisitions, they increased book sales in the European markets. They have also formed the following strategic partnerships: 1)†¦show more content†¦(1999, Annual Report) In order to develop a strong supply chain, Mattel has outsourced their manufacturing to Asian and Mexican partners and also uses company-owned facilities. By outsourcing, Mattel aim was to prevent disruption in distribution and provide sufficient inventory for future seasons. Competition is increasing due to increasing technology, shorter toy life cycles of, and co-branding is becoming prominent. Mattel is currently researching and developing and forming new alliances with partners all over the world to expand product development in the technology field. Mattel spends millions of dollars in legal fees to operate as an international toy company in protecting trademarks, copyrights and patents. This must be done in order to protect the company from infringement of products developed exclusively by Mattel. They must also license third-party suppliers that â€Å"†¦allow Mattel to utilize the trademarks, characters or other inventions of the licensor in products that Mattel sells† (2009 Annual Report). Supplier agreement must be drawn up for purchases and goods and services for future manufacturing needs. 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