Barman: The Amazon Opportunity

  • Reference: M-1383-E

  • Year: 2017

  • Number of pages: 20

  • Geographic Setting: España

  • Publication Date: Oct 19, 2021

  • Source: IESE (España)

  • Type of Document: Case

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Barman was one of the four leading players in the spirits industry. Due to the pressure of sales and objectives, the commercial directors of some countries, such as the Netherlands, Belgium, or Germany, had decided to establish business relationships with the prominent e-commerce clients, among others, Amazon. The result was a boost in sales in the last two years. Spain, however, had not entered Amazon until then. In the last business review with the region, Spain's country manager raised the opportunity that had emerged for Iberia. He had promised Amazon an answer in 48 hours so as not to miss the opportunity.

Learning Objective

Pricing and omnichannel strategy. Price strategy in international markets. Price management on platforms.


Amazon Distribution global pricing marketplaces omnichannel strategy price strategy