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Nineteenth Business Case Competition

Management and Business Model Innovation
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Objectives

The main objective is for the student to research and

obtain information that allows him/her to study and
analyze the current AMAZON strategy, and determine if
it can be applied in Mexico.
Activities:
1. Analyze the industry and AMAZON´S current business
model.
2. Analyze the actual strategy and determine if it’s the best
option to operate in Mexico, in order to do this, the
student must design a new business model.
3. Harvard Business School case
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General
• This project has a weight of 20% from the final
grade.
• Remember that in this semester, the grade the
student receives in Semana i represents 5%.
• Each team:
– Will consist of 3 to 4.
– Will submit (digital or printed, as indicated by the
Professor) the project planning from the beggining
until the final due date.
– Will submit weekly (digital or printed, as indicated by
the teacher) a work bitacora.
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General
• The 20% of the final project will be distributed
as follows:
– 3% Project planning and follow up.
– 3% Complete weekly work bitacora.
– 14% written final project.
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Description
• Assume that you work for a consulting firm.
Your team has been hired to analyze the
strategy and current AMAZON´S business
model and elaborate an innovative proposal
that they can use in Mexico.
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Analysis approach
The team must consider the following questions and
work methodology:
Question 1 : ¿What is the current situation of the
company?, ¿What is their business model?
• Suggested aspects to cover:
– ¿What is AMAZON? ¿What do they do? company´s history;
¿In which countries does AMAZON have business
operations?
– Create a graph (in a creative way) where the innovations
that the company has had over the time are marked.
– Description of Amazon´s current business model. Describe
the business model based on the nine blocks that make a
business model.
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Analysis approach
Question 2: Analyze the external environment of the company,
detecting some oportunities and threats. ( Include quantitative
information of each group or aspect included in each sector and
analyze it.
- Consider the following sectors:
• Task environment
• General envionment

You can use chapter 3 of the text book spanish version, (in the english
version, in the sixth and seventh edition its the same chapter ).
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Question 3: Taking as reference the previously obtained

information and the analysis based on the previous
questions, explain the strategy that Amazon has, present
recent quantitative information that which allows you to
deduct if the current strategy is the correct one or if there is
a better strategy for the Mexican market.
Suggested aspects to cover:
– Establish, given the current situation of the company, what
strategy within the industry is currently followed in Mexico.
– The industry in which Amazon competes ¿In what aspects has
this changed? ¿What are the trends? (where is it moving,
what social and cultural changes has brought, etc.)
– ¿Will Amazon be able to position itself in Mexico with its
current strategy? Or ¿Will it be necesary to define a new
strategy? (Sustain/explain).
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Analysis approach
Question 4: Submit a proposal of any strategy that Amazon
can follow in Mexico (¿Which way you think they should
follow?, product categories)

• Consider the following aspects in your social innovative strategy

proposal for this company:
• Financial aspects
• Legal aspects.

• Sociocultural and demographic aspects.

• Ethics and social responsability aspects.

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Analysis approach
Question 5: With the information that the case presents, with
your investigation analysis and what you have done in the
previous questions, do the following :

– Integrate the proposal that you recommend and present it creatively

(you can design a poster, make a video or a 3D representation).
– It is very important to highlight and leave one proposal of innovation
very clear, well founded and developed.
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Conclusions
• Each team must investigate so they can
sustain all the questions and present
conclusions.
• The analysis, the innovation proposal and the
conclusion will be important for the final
grade.
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Requirements
• Two levels of research will be necessary for this project.

– First, you have to read the information presented in the academic

literature ( books, articles, digital library, etc.) so you can learn more
about the concepts, theories and models required for the project.
– Second, you should go through the internet with the purpose of
obtaining information that you consider important about the company
and their external environment. This with the purpose of supporting
and substantiate what you present in your analysis and strategy
definition of social innovation ( it is a recommendation that you
browse for information from strategic technological observatory) your
final project must show the current business dynamics, considering
the following: economic, political and social aspects, among others
that affect the industry.
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Project planning
• Project planning:
Each team must submit the planning for the project, which should
include the following:

a. Definition of activities(for each team member).

b. Sequence of activities.
- Evaluation of weekly bitacora.
c. Report what type of information they have found as well as to report
what kind of activities each team member has done.
d. Activities´estimated duration.
e. Psychological contract (duties and sanctions established as a team).
f. Activity program (Gantt).
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Project planning
• The project planning should be submited on
August 27, 2018 as indicated by your
Professor.

• During the project planning you can work as

you wish, the final report should be submited
digitally in WORD in the section indicated by
your Professor no later than Friday October 5,
2018.
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Evaluation rubric
• You can consult it on blackboard on Friday
August 10, 2018.
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Important dates
• Monday August 27:
– Submission of the project planning.
• Friday October 5:
– Submission of the final project so the Professor can use the rubric to identify the best project of the group.
• Thursday October 11, 11:00 am:
– Delivering of the best case of each group to management coordination via emailwith the teacher´s rubric. Send it to:
deptogeth.mty@servicios.itesm.mx . It is important to also send a document with the names and emaisl of the members of the
team as well as the Professor’s name and email.
• From Friday 12 to Thursday October 18, 11:00 am:
– The evaluating comittee will check the projects and will send the results to deptogeth.mty@servicios.itesm.mx; the evaluations
will be done and the results will be communicated.
• Viernes 19 de Octubre a las 5:30 pm:
– The result of the evaluation will be notified to all Professors of this course, informing about the three best teams. Each Professor
that passes to the final, will have to tell the students that they were one of the best projects and that they have to compete
before a jury so they can determine which is the best of all.
• Thursday October 25, Grand Finale. To be confirmed.
– Date for the final presentation of the project for the selected teams, please be 2:30 pm sharp so you can deliver presentations
and check equipment. The event starts 3:00 pm and ends 5:30 pm sharp. All the administration teams must attend this events
as long as they don´t have another event, class or activity.
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Evaluating committee
• The evaluating committee will be conformed
by Professor that won´t be teaching the
Management and Business Model Innovation
course. They will receive a letter of
recognition for their participation in this
project.
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Jury
• The jury will be integrated by ITESM
authorities and industry guests.
• There will be a jury director.
• The decision of the jury will be final.
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Presentation of the teams in the

Grand Finale
• The guidelines for the final presentation will
be sent by mail to the Professor whose teams
pass to the final stage.
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Participation diploma
• A participation diploma will be given to each
team that makes it to the grand finale.
• There will be one winning team.
• In case of a tie, the jury will determine the
winner.
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First place
• The winning team will receive a
recognition by the Business School.
• The winning team Professor will also
receive a recognition..
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Amazon in Emerging Markets

In the spring of 2014, Amazon.com, saw its chief competitor

in China, Alibaba Group, file documents with the SEC for a
initial public offering that could be one of the largest in
history, its main competitor in Brazil, Mercado Libre,
sustained an approximate 40% loss in stock price despite
several years of profibility, and its two chief competitor in
India, Flipkart and Snapdeal, formed separate mergers with
other related firms. The intense battle for control of a
country´s e-wallet was nothing new to Diego Piacentini,
senior vice president of International Consumer Business,
and Jeff Bezos, founder and CEO.
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Case resourses:
AMAZON
• Case: Each team has to buy the case in the attached adress.
(The case has a cost of $4.25 dlls). Amazon in Emerging
Markets (Case: W94C01) Harvard Business School (HBS).
The document consists of 33 pages, the information
showed in the next slide is required for entering.
• This is the case link that is needed to be able to have the
student discount: https://hbsp.harvard.edu/import/553264
• It is important to know the rules. “Políticas y normas
institucionales para el respeto de los derechos de autor.”
• Digital library.
• Books.
• Knowledge, analysis and creativity.
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Hello,

You have registered for Administración AD2018(Admon) ITESM.

This message explains how to get the course materials you need for class on the Harvard Business Publishing for
Educators web site
Course link: https://hbsp.harvard.edu/import/553264

You need to register on the site to create a user name if you do not already have one.
Some course materials are PDF documents and you can open them with Adobe Reader. eLearning materials include a
link you can use to gain access to them. Some course materials may not be available in digital format and these will be
shipped to you.
You will have access to the course materials for 6 months.
After you register, you can get to the coursepack at any time by doing the following:
1. Visit hbsp.harvard.edu and log in.
2. Click My Coursepacks, and then click Administración AD2018(ADMON)
Thank you.

COURSE DETAILS:
Professor: Roberto Silva
Coursepack Name: Administración
Course Number:
Course Start Date: Jul 25,2018
Course End Date: Jan 29,2019
Product Number: W94C01
For technical assistance, please contact the Harvard Business Publishing Tech Help line at (800) 810-8858 (outside the
U.S. and Canada, call 617-783-7700); or email techhelp@hbsp.harvard.edu. Our business hours are 8 am - 8 pm ET,
Monday-Thursday, and 8 am - 7 pm ET on Friday.
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Important
• On Monday August 6, Professors will inform the
students the guidelines of the competition.
• The Professor has to make sure that the project is
delivered on time to Valeria Rivas via email :
deptogeth.mty@servicios.itesm.mx
• The team or student that does not submit the
project will lose 20 points, it is important not to
wait until the last minute.
• It is important to keep in mind that the final
delivery date is Friday October 5, 2018.
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Contingencies
• The communication by email is fundamental.
The important dates are respected, since the
delivery is via internet. The only date that can
be changed is the final presentation date, this
because it is a face-to-face event.
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Any questions please let your

Professor know.
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• Thank you !!!