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It’s a bold claim and goal to want to beat Amazon but Rakuten’s Hiroshi Mikitani wants his company to be up there with the big players. His challenges are rather great however. Rakuten’s acquisitions of online stores across the world have yet to be a serious money maker as almost all of them have been relatively small players in their respective regions in which the market leaders already have a hold on the majority of consumers. Some of which are led by Amazon itself.
To push Rakuten ahead, Mikitani took his company out of the traditional Japanese operations and instil a more International approach. It remains to be seen if his methods will work although in its favor, Rakuten still has a positive outlook among market analysts. Perhaps Rakuten should aim at regions without strong market leaders and without Amazon’s footprints?