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Alkosto faces up to Amazon in Colombia's e‐commerce market
Author(s) -
Laemmel Julien,
Alon Ilan,
Vega Daniel
Publication year - 2019
Publication title -
global business and organizational excellence
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.227
H-Index - 16
eISSN - 1932-2062
pISSN - 1932-2054
DOI - 10.1002/joe.21965
Subject(s) - amazon rainforest , competitor analysis , business , task (project management) , marketing , latin americans , plan (archaeology) , e commerce , commerce , industrial organization , economics , management , computer science , political science , world wide web , geography , ecology , archaeology , law , biology
With a network of stores, its own brand of electronic goods, and a fledgling e‐commerce business, Alkosto has had an impressive rate of growth since its founding in 1987 and is now the 16th‐largest retailer in Colombia. With the imminent arrival of the e‐commerce giant Amazon to its homeland, however, it faces a new and formidable challenge: Upgrading its marketing, strategy, and operations to ensure that it remains competitive in the digital arena. To prepare for this task, Alkosto's leaders examined the e‐commerce techniques and strategies used by their competitors in Latin America. Ultimately, they adopted a plan that focused on the creation of a new digital platform and enhanced the skills of the firm's human resources.