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Amazon – 2017

A. Case Abstract
Amazon (www.amazon.com) is a comprehensive business policy and strategic
management case that includes the company’s fiscal year-end December 2016
financial statements, competitor information and more. The case time setting is
the year 2017. Sufficient internal and external data are provided to enable
students to evaluate current strategies and recommend a three-year strategic plan
for the company. Headquartered in Seattle, WA, Amazon is traded on the New
York Stock Exchange under ticker symbol AMZN.

Amazon is an online merchant place selling books and media to customers. Also,
the company allows 3rd party customers to sell virtually anything to potential
customers. Amazon has over 17,000 employees and is led by CEO Jeff Bezos.
The firm’s major competitor is Ebay.

Amazon (www.amazon.com) adalah kebijakan bisnis yang komprehensif dan
kasus manajemen strategis yang mencakup laporan keuangan akhir tahun fiskal
perusahaan Desember 2016, informasi pesaing dan banyak lagi. Pengaturan waktu
kasus adalah tahun 2017. Data internal dan eksternal yang memadai disediakan
untuk memungkinkan siswa mengevaluasi strategi saat ini dan merekomendasikan
rencana strategis tiga tahun bagi perusahaan. Berkantor pusat di Seattle, WA,
Amazon diperdagangkan di Bursa Efek New York dengan simbol ticker AMZN.

Amazon adalah tempat pedagang online yang menjual buku dan media kepada
pelanggan. Juga, perusahaan memungkinkan pelanggan pihak ke-3 untuk menjual
apa pun kepada calon pelanggan. Amazon memiliki lebih dari 17.000 karyawan
dan dipimpin oleh CEO Jeff Bezos. Pesaing utama perusahaan adalah Ebay.

B. Vision Statement (proposed)
To become the leading provider of online book and auction sells in the world.
Untuk menjadi penyedia terkemuka buku online dan lelang dijual di dunia.

C. Mission Statement (proposed)
To continue to offer quality products and services using the best technology
available (4). We strive to keep product prices low (2). We seek and aim to keep
highly loyal customers, while maintaining high shareholder interest and company
profits (1, 5). We aim to do business worldwide, increasing the number of
customers and continually enhancing our competitive advantage and

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infrastructure (3, 7). By working hard and having fun, we seek to offer the best
working environment to our employees promoting career opportunities and
ethical behavior. We continually aim to increase our responsiveness towards the
environment and society (6, 8, 9).

Untuk terus menawarkan produk dan layanan berkualitas menggunakan
teknologi terbaik yang tersedia (4). Kami berusaha untuk menjaga harga produk
tetap rendah (2). Kami mencari dan bertujuan untuk mempertahankan pelanggan
yang sangat setia, sambil mempertahankan kepentingan pemegang saham yang
tinggi dan keuntungan perusahaan (1, 5). Kami bertujuan untuk melakukan bisnis
di seluruh dunia, meningkatkan jumlah pelanggan dan terus meningkatkan
keunggulan kompetitif kami dan infrastruktur (3, 7). Dengan bekerja keras dan
bersenang-senang, kami berusaha menawarkan lingkungan kerja terbaik kepada
karyawan kami yang mempromosikan peluang karir dan perilaku etis. Kami terus
berupaya meningkatkan daya tanggap kami terhadap lingkungan dan masyarakat
(6, 8, 9).

1. Customer
2. Products or services
3. Markets
4. Technology
5. Concern for survival, profitability, growth
6. Philosophy
7. Self-concept
8. Concern for public image
9. Concern for employees

D. External Audit
Opportunities

1. US retail sales are forecasted to double in 2020 from $132 billion in 2016 to
$271 billion.
2. Number of Internet users should exceed 1.6 billion in 2020, with just 1 billion
as of January 2017.
3. US online auction sales expected to increase to $65 billion by 2020 up from
$27 billion in 2016.
4. According to International Data Group (IDC), worldwide business to
consumer Internet spending may reach $1.4 trillion by 2020.

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5. 10. 6. 10.9 miliar pada tahun 2017. Online DVD langganan diharapkan mencapai 1. and books are increasing. 7. Rumah tangga AS dengan akses Internet mencapai 54 persen pada tahun 2015. 9.6 miliar pada tahun 2020. 6. Penjualan lelang online AS diperkirakan akan meningkat menjadi $ 65 miliar pada tahun 2020 naik dari $ 27 miliar pada tahun 2016.1 persen pada tahun 2020. bisnis global untuk belanja Internet konsumen dapat mencapai $ 1. video. such as MySpace and Facebook. IDC forecast this will rise to 72. dan buku meningkat. Social trends that may impact online consumer companies are the popularity of social networks. 9.5 miliar pada tahun 2020. 2. seperti MySpace dan Facebook. US households with Internet access reached 54 percent in 2015.4 triliun pada tahun 2020. Jumlah pengguna internet harus melebihi 1. Pasar remaja AS adalah paham komputer dan cenderung merangkul pembelian internet saat mereka menjadi dewasa. perkiraan IDC ini akan meningkat menjadi 72. Digital media sales from music. Pendapatan layanan musik online diprediksi akan meningkat dari $ 979 juta pada akhir 2015 menjadi $ 5. 3 . Online music service revenues are predicted to rise from $979 million at the end of 2015 to $5. 8. dengan hanya 1 miliar pada Januari 2017. 5. 3. 4. E-commerce is becoming increasingly more competitive. 7. videos. Tren sosial yang dapat memengaruhi perusahaan konsumen online adalah popularitas jejaring sosial.1 percent by 2020. Peluang 1.5 billion in 2020. The US teen market is computer savvy and is likely to embrace Internet purchasing as they become adults. Online DVD subscriptions are expected to reach 1. 8. Penjualan ritel AS diperkirakan meningkat dua kali lipat pada 2020 dari $ 132 miliar pada 2016 menjadi $ 271 miliar.9 billion in 2017. Menurut International Data Group (IDC). Threats 1. Penjualan media digital dari musik.

3. Taxation risks could subject Amazon to liability for past sales and cause future sales to decrease. 7. 4.60 2 0.06 3 0.13 3 0.39 4 0.30 3 0.45 1 0. Keprihatinan konsumen tentang pelanggaran keamanan. CPM – Competitive Profile Matrix Amazon eBay Barnes and Noble Critical Success Factors Weight Rating Weighted Rating Weighted Rating Weighted Score Score Score Market Share 0. Increases in the price of fuel and gasoline and other commodities like paper and packaging supplies hurts Amazon. Current vendors could stop selling merchandise or content to Amazon on acceptable terms. Consumer concerns about security breaches. E-commerce menjadi semakin lebih kompetitif. Exchange rate risks. bensin. 8. Effective intellectual property protection is not available in every country.09 4 0.36 4 0. Risiko nilai tukar.24 2 0. Perlindungan kekayaan intelektual yang efektif tidak tersedia di setiap negara. 2. dan komoditas lain seperti kertas dan kemasan melukai Amazon. 9.15 2 0. 5.09 3 0. 9.03 4 0. Risiko perpajakan dapat menjadikan Amazon bertanggung jawab atas penjualan di masa lalu dan menyebabkan penjualan di masa mendatang menurun.12 Website Design 0.64 2 0. 3.12 3 0. 2. 4. 6. Domestic rivals unable to compete with Amazon in the US may entrench overseas and compete with them on foreign fronts. eBay operates in twenty-eight countries.15 Customer Service 0. 8. 7. 10. eBay beroperasi di dua puluh delapan negara.24 Management 0.60 4 0.09 Price competitiveness 0.06 3 0. 6.12 3 0.52 2 0. Meningkatnya harga bahan bakar. 10.15 4 0.48 2 0.18 4 0.12 Product Diversity 0.30 4 . Vendor saat ini dapat berhenti menjual barang dagangan atau konten ke Amazon dengan persyaratan yang dapat diterima. Undang-undang dan peraturan yang ada dan yang akan datang dapat menghambat pertumbuhan Internet atau layanan online. 5. Ancaman 1.32 Financial Position 0.16 4 0. Existing and future laws and regulations may impede the growth of the Internet or online services. Saingan domestik yang tidak dapat bersaing dengan Amazon di AS dapat berkeliaran di luar negeri dan bersaing dengan mereka di front asing.26 Global Expansion 0.03 2 0.64 4 0.

04 3 0.08 available in every country. 6. Online DVD subscriptions are expected to reach 0.05 3 0.06 for past sales and cause future sales to decrease. Effective intellectual property protection is not 0.28 2017.04 1 0. The US teen market is computer savvy and is likely to embrace Internet purchasing as they 0.02 2 0.04 services. 7. US households with Internet access reached 54 percent in 2015.06 3 0. US online auction sales expected to increase to 0.09 3 0.21 billion in 2020. 5.27 Total 1.03 2 0. 2. Online music service revenues are predicted to rise from $979 million at the end of 2015 to $5.18 increasingly more competitive.24 from $132 billion in 2016 to $271 billion.12 1.03 2 0. 9. 3.27 2 0.5 0. and 0. 5 .07 3 0.15 books are increasing.07 4 0.9 billion in 2017.18 3 0.16 3.08 2 0. 4. 2.4 trillion by 2020. 8.18 become adults. E-commerce is steadily evolving and becoming 0. Domestic rivals unable to compete with Amazon in the US may entrench overseas and compete 0. 5.07 4 0.37 2.24 1 0. Threats 1. Current vendors could stop selling merchandise 0.06 such as MySpace and Facebook.05 $65 billion by 2020 up from $27 billion in 2016. 4.28 72.05 1 0.00 3. worldwide business to consumer Internet 0.6 billion in 2020. 6.03 External Factor Evaluation (EFE) Matrix Key External Factors Weight Rating Weighted Score Opportunities 1.04 2 0. videos.. Digital media sales from music.04 with them on foreign fronts.03 2 0. with just 1 billion as of January 0.Distribution 0. Number of Internet users should exceed 1.06 3 0.06 or content to Amazon on acceptable terms.16 Consumer Loyalty 0. US retail sales are forecasted to double in 2020 0. Existing and future laws and regulations may impede the growth of the Internet or online 0. 0. 3. Taxation risks could subject Amazon to liability 0. IDC forecast this will rise to 0.27 spending may reach $1.1 percent by 2020.08 3 0. Social trends that may impact online consumer companies are the popularity of social networks.09 3 0. 10.06 4 0. According to International Data Group (IDC).

7. Rasio P / E Amazon adalah 63 dibandingkan dengan rata-rata industri sebesar 57.3 billion. Amazon menawarkan kemudahan seperti pembelian 1 klik. 4.7. 0.04 1 0. 6. Microsoft. 10. Amazon mendapatkan sekitar 40 persen dari penjualannya dari afiliasi yang mereka sebut rekan. Amazon has over 900. 9.14 TOTAL 1. Higher ROI than industry or S&P 500. Barnes & Noble. 9. Amazon’s P/E ratio is 63 compared to the industry average of 57.000 members in its affiliate programs. eBay operates in twenty-eight countries.05 2 0. software development. Bisnis internasional adalah sekitar 45 persen dari penjualan. Amazon offers conveniences such as 1 click purchases. 2. 0.3 miliar. International business is approximately 45 percent of sales. 10.03 3 0.000 anggota dalam program afiliasinya. Penjualan bersih Amazon diperkirakan antara $ 13. melihat ke dalam fitur buku. dan mencari di dalam buku.00 2. look inside the book features. Amazon attracts approximately 50 million US consumers on a monthly basis. Amazon memiliki lebih dari 900. 6 . 0. Amazon meningkatkan penjualan sebesar $ 2 miliar dari 2015 hingga 2016.04 supplies. ROI lebih tinggi dari industri atau S & P 500. Microsoft. 7. and distribution. dan distribusi. 5. Exchange rate risks. Amazon increased in sales by $2 billion from 2015 to 2016. and search inside the book. Amazon derives about 40 percent of its sales from affiliates who they call associates. or to grow between 29 percent and 34 percent compared with 2016. 4. Kekuatan 1. 5. and Symantec to work in marketing.07 2 0. 8. Increases in the price of fuel and gasoline and other commodities like paper and packaging 0. Amazon menyewa eksekutif terbaik yang tersedia dari Wal-Mart. Barnes & Noble. 3.10 10. atau tumbuh antara 29% dan 34% dibandingkan tahun 2016. Consumer concerns about security breaches.09 8. Internal Audit Strengths 1. Amazon hired the best executives available from Wal-Mart.80 miliar dan 14. 9. pembiayaan. 2.80 billion and 14. 8. 3. financing. dan Symantec untuk bekerja dalam pemasaran. Amazon menarik sekitar 50 juta konsumen AS setiap bulan. pengembangan perangkat lunak.67 E. Amazon net sales are expected to be between $13. 6.

Banyak pesaing Amazon memiliki sumber daya yang lebih besar.6 sedangkan rata-rata industri adalah 50. 7. 8. 9.83 billion while the total stockholders’ equity was $431 million.50. Margin kotor Amazon adalah 22. The accumulated deficit for Amazon in 2016 was $1.08. dan pengakuan merek yang lebih besar. sejarah yang lebih panjang. 4. 6. Amazon net income decreased from $359 million in 2015 to $190 million in 2016. Amazon’s gross margin is 22. Bagian signifikan dari arus kas Amazon di masa depan dari aktivitas operasi kemungkinan akan tetap didedikasikan untuk pembayaran bunga dan pembayaran kembali pokok pinjaman kami. 3.07 dibandingkan dengan rata-rata industri 0. longer histories.83 miliar sedangkan total ekuitas pemegang saham adalah $ 431 juta. Tidak banyak kategori produk seperti E-bay. None of Amazon’s employees are represented by unions. 10. ManyAmazon competitors have greater resources. Kelemahan 1. more customers.Weaknesses 1. 5. 8. 7. and greater brand recognition. 4. Defisit akumulasi untuk Amazon pada tahun 2016 adalah $ 1. Amazon mengalami gangguan sistem sesekali dan penundaan yang membuat situs web tidak tersedia atau lambat untuk merespon dan mencegah Amazon memenuhi pesanan secara efisien atau memberikan layanan kepada pihak mereka. 2. 5. Amazon tidak mempublikasikan nomor layanan pelanggan bebas pulsa di situs webnya. Tidak ada karyawan Amazon yang diwakili oleh serikat pekerja. lebih banyak pelanggan.6 while the industry average is 50. 7 . Not as many product categories as E-bay. 10. Amazon’s total debt-to-equity ratio is 1. 2. Amazon experience occasional system interruptions and delays that make there websites unavailable or slow to respond and prevents Amazon from efficiently fulfilling orders or providing services to their parties. A significant portion of Amazon future cash flow from operating activities is likely to remain dedicated to the payment of interest and the repayment of principal on our indebtedness.07 compared to the industry average of 0.08. Amazon does not publish its toll-free customer service number on its website. 6.50. 3. Pendapatan bersih Amazon menurun dari $ 359 juta pada tahun 2015 menjadi $ 190 juta pada tahun 2016. Rasio total utang terhadap ekuitas Amazon adalah 1. 9.

msn.41 33.) 3.90 15.19 -20.1 Return On Capital (5-Year Avg.228 Receivable Turnover 26.2 43.7 5.1 5.2 Leverage Ratio 5.4 2.0 12.) 9.0 0.8 Pre-Tax Margin 4.) 20.80 2.) 23.5 8 .04 13.0 21.90 1.5 12/03 445.8 94.80 Net Income (Qtr vs year ago qtr) 111.8 6.7 5Yr Net Profit Margin (5-Year Avg.8 7.21 Current Ratio 1.7 Financial Condition Debt/Equity Ratio 1.86 8.8 12/05 50.20 3.) NA NA 9.6 50.6 5Yr PreTax Margin (5-Year Avg.com Date Avg.0 Book Value/Share 2.88 7.8 Return On Capital 20.5 79.8 23.5 7.5 21.88 1.65 32.30 Sales (5-Year Annual Avg.2 7.20 64.60 9.186 Revenue/Employee 872.3 P/E Ratio 5-Year Low 23.) NA 4.56 37.17 Net Income (5-Year Annual Avg.8 7.30 3.9 9.7 P/E Ratio 5-Year High 678.05 16.50 34.90 Profit Margins Gross Margin 22.2 4.92 Price Ratios Current P/E Ratio 61.) NA 4.80 10.1 5.4 5Yr Gross Margin (5-Year Avg.60 19.7 9.20 4.3 11.92 3.40 1.8 0.40 Net Income (YTD vs YTD) 142.37 Price/Cash Flow Ratio 39.9 4. P/E Price/Sales Price/Book Net Profit Margin (%) 12/07 59.6 15.540 371.4 2.7 Interest Coverage NA 26.36 Price/Book Value 23.000 10.20 2.6 Inventory Turnover 11.4 12.60 6.932 43.37 79.4 33.3 5.8 33.1 1.72 -79.5 Asset Turnover 2.5 Net Profit Margin 3.9 Quick Ratio 1.30 29.7 Price/Sales Ratio 1.90 2.moneycentral.7 1.2 47.Financial Ratio Analysis (December 2017) Growth Rates % Amazon Industry SP-500 Sales (Qtr vs year ago qtr) 42.8 Management Efficiency Income/Employee 28.2 12/06 80.4 17.07 39.6 Adapted from www.4 0.8 Return On Equity (5-Year Avg.5 24.73 3.7 Date Book Value/ Share Debt/Equity ROE (%) ROA (%) Interest Coverage 12/07 $2.8 16.4 26.706 332.60 Dividends (5-Year Annual Avg.) 4.20 8.9 11.05 Investment Returns % Return On Equity 58.40 2.07 0.1 Return On Assets 8.3 8.3 Return On Assets (5-Year Avg.9 12/04 31.48 0.50 1.5 5.9 15.22 19.) 30.5 8.8 4.

4 1. Amazon offers conveniences such as 1 click purchases.000 members in its affiliate 0.18 -259. financing. and greater brand 0. longer histories.06 4 0.05 3 0. Share price = $71/EPS 1. Amazon hired the best executives available from Wal- Mart.04 4 0.moneycentral. Amazon’s total debt-to-equity ratio is 1.1 4.770 Internal Factor Evaluation (IFE) Matrix Key Internal Factors Weight Rating Weighted Score Strengths 1.59 6.0 12/05 $.1 Adapted from www.02 unions.04 2. 0.536 Method Average $10.02 2 0.02 3 0.20 5. 9 .24 2.57 -1.12 affiliates who they call associates.06 1 0. look inside the book features. more customers. Number of Shares Outstanding x Share Price = 416 x $71 = $ 29.3 billion.04 3 0. 4. Net income x 5 = $190 x 5= $ 950 3. 6.88 -3.24 consumers on a monthly basis. The accumulated deficit for Amazon in 2016 was $1. 0. 2. None of Amazon’s employees are represented by 0.83 billion while the total stockholders’ equity was $431 0. 4.07 compared to 0.20 average of 57.05 1 0.32 Weaknesses 1. 12/06 $1.05 recognition. 5.80 billion and $14.1 4.06 4 0.02 135.12 =$63 x Net Income $190= $ 11.08 1 0.05 4 0. Many of Amazon competitors have greater resources.1 12/03 -$2. Amazon net 07 sales are expected to be between $13. or to grow between 30%.970 4.06 million.08 4 0.89 44.6 2.16 programs. 0. Higher ROI than industry or S&P 500. 9.06 4 0. and Symantec to work 0. 7.05 4 0. Amazon’s P/E ratio is 63 compared to the industry 0.08 the industry average of 0.24 2016. Microsoft. Barnes & Noble.0 18. and distribution.7 12/04 -$. 10. 3. 3.50.15 in marketing. 8.06 book.04 number on its website. Amazon increased in sales by $2 billion from 2015 to 0.0 4. Amazon does not publish its toll-free customer service 0.4 9.4 5. Stockholders’ Equity + Goodwill = 431 + 195 $626 2. software development.55 -8.01 2 0. and search inside the 0. Amazon attracts approximately 50 million US 0. International business is approximately 45% of sales.msn. Amazon has over 900. Amazon derives about 40 percent of its sales from 0.com Net Worth Analysis (December 2016 in millions) 1.

00 2.6 while the industry 0. Strategi SO 1. O8). Kembangkan kemitraan dengan My Space yang memungkinkan anggotanya untuk berpartisipasi dengan program asosiasi Amazon. O5). dan mengiklankannya lebih lanjut dengan mengembangkan tautan asosiasi untuk item yang terdaftar (S7. O9. menyederhanakan tata letak.08 10.05 average is 50. O1. Amazon experience occasional system interruptions and delays that make there websites unavailable or slow to 0. O4). A significant portion of Amazon future cash flow from operating activities is likely to remain dedicated to the 0. O10). 3. 2. SWOT Strategies SO Strategies 1.06 payment of interest and the repayment of principal on our indebtedness. O2. Dapatkan lebih banyak orang untuk menggunakan lelang Amazon dengan menawarkan biaya pencatatan terendah.05 to $190 million in 2016. 7. 9. O9. simplify the layout. Get more people to use Amazon auctions by offering the lowest listing fees.05 1 0. untuk memungkinkan pelanggan mencari produk di Amazon (S7.6. 2. O10). 5. to allow customers to instantly search for products on Amazon (S7. O3).48 F. Amazon net income decrease from $359 million in 2015 0. O4). Develop and offer the Amazon A9 search bar. O1. Introduce new product categories to international sites (S1.03 2 0.05 1 0. 0. via adding product links to their interest section on their page (S5.08. Start renting DVDs in the US (S7. Not as many product categories as E-bay. Memperkenalkan kategori produk baru ke situs internasional (S1. 10 . O5) secara instan. TOTAL 1. O3). Kembangkan dan tawarkan bilah pencarian Amazon A9.06 respond and prevents Amazon from efficiently fulfilling orders or providing services to their parties. 4. S6. Develop a partnership with My Space that allows its members to participate with Amazon’s associate program. and advertise it more by developing associate links for items listed (S7.06 1 0. O2. 8. S6. Amazon’s gross margin is 22.08 1 0. 4. 3. melalui penambahan tautan produk ke bagian minat mereka di halaman mereka (S5.

Offer the best benefits to Amazon employees/sellers to make Amazon a more attractive place to work and do business. Allow other countries besides the US to participate in Corporate Accounts (S1. O1). T1.  1. 2. Izinkan negara lain selain AS untuk berpartisipasi dalam Akun Perusahaan (S1. T1). Tawarkan manfaat terbaik kepada karyawan / penjual Amazon untuk menjadikan Amazon tempat yang lebih menarik untuk bekerja dan berbisnis. O4). T7).com (W5. dan pengembangan perangkat lunak (S2. Terus memperluas bisnis internasional ke negara-negara baru. T9). and software development (S2. Lanjutkan untuk mempekerjakan eksekutif terbaik yang tersedia di pemasaran.  2. T4). 1. ST Strategies 1.5. Mulailah menyewa DVD di AS (S7. O6. O8). 3. S10. Continue to expand international business into new countries. 11 . 3. O7). O1. Perkenalkan kategori produk baru ke AS (W9. T1). 2. 1. T1.  3. T3. WO Strategies 1. O6. O7). Introduce new product categories to the US (W9. T7). 2. O1). Carilah usaha patungan dengan perusahaan batu bata dan mortir (W5. Seek out joint ventures with brick and mortar companies (W5. T3. 3. Launch and continue to develop amazonmp3. Increase IT and improve system to make sure interruptions and delays do not slow or make website unavailable from fulfilling orders or providing services to third parties (W8. yaitu India dan Australia (S1. 2. namely India and Australia (S1.com online music store (W5. T9). 2. O1. Continue to hire the best executives available in marketing. WT Strategies 1. Luncurkan dan lanjutkan untuk mengembangkan toko musik online amazonmp3. T4). S10. Tingkatkan IT dan tingkatkan sistem untuk memastikan interupsi dan penundaan tidak melambat atau membuat situs web tidak tersedia dari memenuhi pesanan atau memberikan layanan kepada pihak ketiga (W8. O4).

8 Industry Strength (IS) Average 4.8 Environmental Stability (ES) Average -3.48 . Grand Strategy Matrix (2. SPACE Matrix FS Conservative Aggressive 6 5 4 3 2 1 CA IS -6 -5 -4 -3 -2 -1 1 2 3 4 5 6 -1 -2 -3 -4 -5 -6 Defensive Competitive ES Financial Strength (FS) Environmental Stability (ES) Return on Assets (ROA) 5 Rate of Inflation -2 Leverage 3 Technological Changes -3 Net Income 3 Price Elasticity of Demand -3 Income/Employee 3 Competitive Pressure -4 Revenue/Employee 5 Barriers to Entry into Market -3 Financial Strength (FS) Average 3.8 + 4.8 x-axis: -1.0 Competitive Advantage (CA) Industry Strength (IS) Market Share -2 Growth Potential 5 Product Quality -2 Financial Stability 5 Customer Loyalty -2 Ease of Entry into Market 4 Technological know-how -1 Resource Utilization 5 Control over Suppliers and Distributors -2 Profit Potential 5 Competitive Advantage (CA) Average -1.0. 2.8 = 3.G.0 = .8 + -3.67) 12 .8 H.0 y-axis: 3.

Rapid Market Growth Quadrant II Quadrant I Weak Strong Competitive Competitive Position Position Quadrant III Quadrant IV Slow Market Growth 13 .

99 Medium IV V VI The EFE Total 2.0 to 1.0 to 4.99 1.0 to 3. The Internal-External (IE) Matrix The IFE Total Weighted Score Strong Average Weak 3.99 High I II III 3.0 to 2.99 Weighted Score Amazon Low VII VIII IX 1.99 Hold and Maintain Division % Profits Media 66 Electronics 31 Other 3 14 .0 to 1.I.0 to 2.0 2.

12 3 0.J. --.06 3 0.18 to 2016. Amazon net 07 sales are expected to be between $13. software development.02 2 0.05 --.08. 3. 5. --. Amazon has over 900. 10.20 greater brand recognition.08 --. --. berdasarkan key success faktor internal dan eksternal yang telah diidentifikasi sebelumnya.04 1 0.07 0. and 0.06 2 0. more customers. Amazon’s P/E ratio is 63 compared to the industry 0. A significant portion of Amazon future cash flow 15 . 7. Amazon offers conveniences such as 1 click purchases.05 --.10 30%. and distribution. QSPM QSPM (Quantitative Strategies Planning Matrik) adalah alat untuk melakukan evaluasi pilihan strategi alternatif secara objektif.06 2 0.05 1 0.02 service number on its website. 6.06 consumers on a monthly basis. longer histories. 7. 2. --- average is 50. Barnes & Noble. 2.04 programs.24 sales. --. Amazon increased in sales by $2 billion from 2015 0. --- Weaknesses 1.01 --. 5. --. Higher ROI than industry or S&P 500.83 billion while the total stockholders’ equity 0. --.6 while the industry 0. --.05 3 0.12 1 0.000 members in its affiliate 0. and 0.18 1 0. look inside the book features. --- compared to the industry average of 0.05 2 0. Amazon’s total debt-to-equity ratio is 1. Amazon hired the best executives available from Wal-Mart. --. 4. 6. --. Microsoft.05 4 0.04 3 0.08 --.06 --. 4. --- unions.04 --. 8. --.80 billion and 14. International business is approximately 45% of 0. --. --. Strategic Alternatives Increase IT and Hire Another Top Improve Website Executive from to Ensure No eBay to Help Fraud or Delays Domestically and Key Internal Factors Weight (Product Internationally Development) (Market Penetration) Strengths AS TAS AS TAS 1. --- average of 57. --. financing.50.02 search inside the book.10 4 0.02 3 0. Amazon attracts approximately 50 million US 0. or to grow about 0. --- affiliates who they call associates. None of Amazon’s employees are represented by 0.12 4 0. 3. --- was $431 million.20 Symantec to work in marketing. 9. and 0. The accumulated deficit for Amazon in 2016 was $1. 0.3 billion.15 2 0. Many of Amazon competitors have greater resources. Amazon’s gross margin is 22. Amazon does not publish its toll-free customer 0.06 1 0. Amazon derives about 40% of its sales from 0. --.

--. --- services are made available.32 10. --- dedicated to the payment of interest and the repayment of principal on our indebtedness.06 --. and books 0.16 4 0. with just 1 billion as of January 2017. 4.4 trillion by 2020.07 percent by 2020. --- in 2015 to $190 million in 2016. IDC forecast this will rise to 72. --. worldwide business to consumer Internet spending 0.06 --. Online DVD subscriptions are expected to reach 1. 8. --- may reach $1. 0.22 1.08 2 0.07 4 0. --.00 1. Amazon experiences occasional system interruptions and delays that make there websites 0. --- increasingly more competitive.28 1 0. --. Number of Internet users should exceed 1.07 in 2020. Social trends that may impact online consumer companies are the popularity of social networks.18 1 0. US retail sales are forecasted to double in 2020 from 0. --. 7. --- 16 .03 --. --. Existing and future laws and regulations may impede 0. --. --. 5.04 --. Digital media sales from music.05 billion by 2020 up from $27 billion in 2016.09 --.05 --. --.06 --. E-commerce is steadily evolving and becoming 0. 9. --.06 2 0. --. --- $132 billion in 2016 to $271 billion. 4.9 0. --.41 Increase IT and Hire Another Top Improve Website Executive from to Ensure No eBay to Help Fraud or Delays Domestically and Key External Factors Weight Internationally Opportunities AS TAS AS TAS 1. The US teen market is computer savvy and is likely to embrace Internet purchasing as they become 0. Not as many product categories as E-bay. --. According to International Data Group (IDC).03 4 0.5 billion 0. US households with Internet access reached 54 percent in 2015.28 1 0.. --- as MySpace and Facebook. from operating activities is likely to remain 0.04 --. --. 3. Threats 1. Amazon net income decreased from $359 million 0. --.16 1 0.08 them on foreign fronts.07 4 0.12 1 0.07 4 0. --.05 4 0. --.28 1 0.04 4 0. 6. Domestic rivals unable to compete with Amazon in the US may entrench overseas and compete with 0.05 --.06 adults. US online auction sales expected to increase to $65 0. Online music service revenues are predicted to rise from $979 million at the end of 2015 to $5. such 0.03 unavailable or slow to respond and prevents Amazon from efficiently fulfilling orders or providing services to their parties. Effective intellectual property protection may not be available in every country in which our products and 0.1 0.02 4 0.20 1 0.07 2010. 9. --. SUBTOTAL 1. 3.6 billion in 0. --- are increasing. 10.04 billion in 2017. 2. videos.02 1 0. 8. 2.

--.000 416.000.03 8.000 250. --- past sales and cause future sales to decrease. --.000 500.000 416.000.042.000 465.12 1 0.000 262.000. --. the growth of the Internet or online services.000.03 --.750.000 302.500.000 464.03 --.000.05 4 0.77 1. Increases in the prices of fuel and gasoline.500.042.000 500.07 --.79 2. as well as increased in the prices of other commodities like 0. Taxation risks could subject Amazon to liability for 0. --- paper and packaging supplies.042.000.38 0.500. Exchange rate risks. eBay operates in twenty-eight countries.250.57 0.000 215.000 325.000.20 10.34 0.12 17 . 0. From the QSPM it is advised Amazon increase IT expenditures by $500 million to meet future demand and help prevent fraud.000.254 416. --.03 4 0.000 EPS 0.000.000 487.000 750.04 --.000.000 750. 9.000. Current vendors could stop selling merchandise or 0. L.000.000 35.000 Taxes 87. 0. 7.000.750.000 715. disarankan Amazon meningkatkan belanja TI sebesar $ 500 juta untuk memenuhi permintaan di masa mendatang dan membantu mencegah penipuan.67 SUM TOTAL ATTRACTIVENESS SCORE 2. Dari QSPM. --. Consumer concerns about security breaches. --- content to Amazon on acceptable terms.000 750.000. 5.000 75.250.08 K.15 0.000.000 35.000 500. 6.000 175. --- SUBTOTAL 1.73 1. Rekomendasi Strategi QSPM menilai menyewa eBay atau eksekutif lain dari perusahaan terkenal atau meningkatkan sumber daya TI dan situs web mereka.000. Recommendations The QSPM strategies assessed hiring an eBay or another executive from a well known corporation or increase their IT and website resources.000 139.000 250.000 # Shares 423.254 423.05 1 0. EPS/EBIT Analysis $ Amount Needed: 500M Stock Price: $71 Tax Rate: 35% Interest Rate: 7% # Shares Outstanding: 416M Common Stock Financing Debt Financing Recession Normal Boom Recession Normal Boom EBIT 250.000.000.000.750. 0.250.000 EAT 162.000 162.000.500. --.000 EBT 250.000 Interest 0 0 0 35. --. --.254 423.

35 0.000 725.76 1.14 0.000 750.112.30 Percent Stock Recession Normal Boom Recession Normal Boom EBIT 250.577 420.000 471.000.000 489.075.575.000 Taxes 83.37 0.000 Interest 10. Epilogue 2018.500. serta 240 juta euro dari 6. as well its 240 million euros of 6. Whenever Amazon can avoid shipping something.75% convertible subordinated notes due 2019. which lets any Web merchant buy cost-per-click ads on Amazon linked to specific product 18 . Pembelian kembali saham akan sekitar 3.000.4% of the company’s current equity.577 418.925.000.000 500.000 # Shares 420.000 24.000 475.000 739.929. in 2018.000 24.000 225. atau dari mengumpulkan biaya afiliasi dari penjualan apa pun yang diarahkan ke Amazon Merchant pihak ketiga. it makes more money (proportionately) than if it sold you the item itself.000 480.577 420.000 253. Epilog 2018.425.929. Beberapa analis saat ini percaya bahwa Amazon diam-diam ingin keluar dari bisnis ritel fisik karena memiliki margin jauh lebih tinggi dari penjualan barang digital. and sooner than later.500.30 Percent Debt 70 Percent Debt .000.175. it launched a program called Product Ads.825.500.13 M.676 418.000 500. Some analysts today believe that Amazon secretly wants to get out of the physical retailing business because it has much higher margins from selling digital goods.4% dari ekuitas perusahaan saat ini.000 10.929. itu menghasilkan lebih banyak uang (secara proporsional) daripada jika Anda menjual barang itu sendiri.000 171.500.000 750.500. 70 Percent Stock . Amazon juga mengatakan dewan mengotorisasi program pembelian kembali utang untuk membeli kembali “hingga semua” dari $ 899 juta dari 4.500.000 EAT 155.825.500.000 146.575.000 318.925. Amazon mengumumkan rencana untuk membeli kembali hingga $ 1 miliar saham biasa selama 24 bulan ke depan.000 24.000 10.000 309.875% surat berharga subordinasi konversi yang akan jatuh tempo pada 2020. Kapan pun Amazon dapat menghindari pengiriman sesuatu.675.000.000 250.000 166.000 78. Amazon announced plans to buyback up to $1 billion of common stock over the next 24 months. The stock buyback would be about 3.112.675.112.000 258.500.676 EPS 0.500.875% convertible subordinated notes due 2020.74 1.500. or from collecting an affiliate fee from any sales it directs to an third-party Amazon Merchant.325.000. Amazon needs to become more of a shopping search engine.676 418.500. Amazon also said its board authorized a debt repurchase program to buy back “up to all” of its $899 million of 4.500. In the future.75% catatan subkontrak konvertibel yang jatuh tempo pada 2019.000 EBT 239.

19 . Each click gives Amazon only pennies. pada tahun 2018. Home & Garden. Dengan Iklan Produk. But those millions of pennies could help boost Amazon’s overall margins if it takes off. Meskipun ini adalah tes terbatas untuk saat ini (dalam kategori Elektronik & Komputer. Amazon is fighting back. ia meluncurkan program yang disebut Iklan Produk. Anyone who searches for a product on Amazon today will find either products that Amazon sells or ones that its merchant affiliates sell. which still does not do product search particularly well. Mereka bahkan tidak perlu membayar iklan kecuali seseorang mengkliknya. Di masa depan.com dan ini adalah ancaman besar yang dihadapi Amazon. Tidak ada pengumuman yang dibuat selain email massal untuk pemasar produk. bersama dengan semua item di Amazon dan situs pedagangnya. Situs web tidak perlu membayar biaya afiliasi atau mendaftar ke Amazon sebagai pedagang. With Product Ads. Websites won’t need to pay Amazon an affiliate fee or register as a merchant. They won’t even need to pay for the ad unless someone clicks on it. Anak-anak & Bayi). Sekarang Amazon mengatakan bahwa setiap Situs Web yang menjual sesuatu yang terkait dengan kategori produknya dapat membeli iklan yang akan muncul sebagai hasil pencarian produk yang sangat bertarget. Iklan Produk adalah tanggapan langsung terhadap gangguan Google dan mesin telusur produk seperti belanja. Rumah & Taman. more people start their online shopping at Google than at Amazon. Alat. and Toys. Setiap klik memberi Amazon hanya sen. Now Amazon is saying that any Websites that is selling something related to its product categories can buy an ad that will show up as a highly targeted product search result. Product Ads is a direct response to the encroachment of Google and product search engines like eBay’s shopping. it might once again become the first place to look when they shop online. Siapa pun yang mencari produk di Amazon hari ini akan menemukan produk apa pun yang dijual Amazon atau yang dijual oleh pedagang afiliasinya.com eBay. Amazon perlu menjadi lebih banyak mesin pencari belanja. semakin banyak orang memulai belanja online mereka di Google daripada di Amazon. Tools. In today’s world. along with all the items on Amazon and its merchant sites. It is also a smart strategy to combat Google. If shoppers could find anything they want to buy across the Web on Amazon. tetapi pencarian adalah permainan volume. Kids & Baby categories). but search is a volume game. Although it is a limited test for now (in the Electronics & Computers. dan Mainan. Terlebih lagi. Amazon melawan. No announcement was made other than a bulk email to product marketers. yang memungkinkan setiap pedagang Web membeli iklan biaya per klik di Amazon yang terkait dengan pencarian produk tertentu. searches. dan lebih cepat dari itu. .com.com and this is a major threat facing Amazon. What’s more. Di dunia saat ini.

Jika pembeli dapat menemukan apa pun yang ingin mereka beli di Web di Amazon. 20 .Tetapi jutaan penny itu dapat membantu meningkatkan keseluruhan margin Amazon jika lepas landas. yang masih tidak melakukan pencarian produk dengan baik. itu mungkin sekali lagi menjadi tempat pertama untuk melihat ketika mereka berbelanja online. Ini juga merupakan strategi cerdas untuk memerangi Google.