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AMAZON INTERNAL AND EXTERNAL ENVIRONMENT ANALYSIS
Table of Contents
1. Executive Summary.............................................................................................................................3
2. Existing mission, objectives, and strategies.............................................................................................4
a) Amazon’s Mission Statement..........................................................................................................4
b) Amazon Objectives and Strategies...................................................................................................4
I. Customer Obsession..........................................................................................................4
II. Passion For Invention..........................................................................................................5
III. Commitment To Operational Excellence...............................................................................5
IV. Long-Term Thinking..............................................................................................................5
3. New Mission Statement......................................................................................................................6
4. Analysis of the firm’s existing business model.....................................................................................8
References...................................................................................................................................................9
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1. Executive Summary
Amazon Company operates in an environment where creativity and innovation are
critical for success. The company has ensured they adopt a business strategy that is aimed at
meeting the company’s core values. Amazon’s primary focus has always been the customers
whom they serve. They have ensured that every business strategy employed in the company is
aimed at addressing the concerns of their customers. They are using the four focus areas, which
include customer obsession, passion for invention, commitment to operational excellence, and
long-term thinking.
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AMAZON INTERNAL AND EXTERNAL ENVIRONMENT ANALYSIS
is the company’s online customer. Amazon’s decision-making process has always focused
mainly on how best to make the customer feel comfortable and how best to meet customer needs
(Amazon, 2018). Amazon’s success has come about based on the company’s primary focus on
the customer. The company’s vision and mission statements fully show its commitment to its
customers.
customers. According to the company’s annual report in 2018, Amazon has identified four areas
I. Customer Obsession
Amazon has always been about customer obsession rather than competitor focus. Since
the company’s inception in 1997, Amazon has ever made its primary focus be on the customer.
According to Mullaney (2017), Amazon mainly focuses on how to improve their customer
experience. Rather than focus on what competitors are doing, Amazon has invested more in
understanding its customers and offering what they want. Amazon does this by carrying out
numerous research about their customers. They always send customer surveys to try and listen to
what their customers are saying or what they think. They have a team of researchers and experts
all who are geared towards using such critical information and coming up with business
strategies that meet customer needs and preferences. According to Jeff Bezos, Amazon CEO,
focusing on the customer has enabled the company to be a market leader (Premack & Cheong,
2019). It means that Amazon’s strategy has ensured that they lead the way as others follow.
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AMAZON INTERNAL AND EXTERNAL ENVIRONMENT ANALYSIS
II. Passion For Invention
Just like the company has invested in understanding their customers, Amazon has also
perfected the art of being more innovative and creative than its competitors. Premack and
Cheong (2019), reports that the company’s CEO believes that following current trends do not
lead companies anywhere. Any severe company like Amazon should be at the forefront of
coming up with creative and innovative ways of doing business. Creativity should be modeled
around the need to meet consumer needs while also creating more value for them. They focus on
a need and invent solutions to such needs so that the company can continue being relevant to its
customers.
company, has focused on setting high standards when it comes to operational excellence.
Numerous processes occur at amazon before any products are shipped out to consumers. The
company has invested in tamper-proof systems that have been tried, tested, and updated several
times to improve on excellence (Tabaka, 2019). Amazon’s processes involve a wide range of
activities, including the use of human labor, technology, and many more factors. All these factors
are fused to ensure the smooth running of company activities. The ultimate goal for the stable
operations at Amazon is so that the customer can receive the best form of service (Caporaso,
2018). The operations are also done in a way that they are less expensive, so that they do not
interfere with the final price. Investment in technology has ensured these processes save both
He had a long-term vision, which he believed would finally pay dividends. Currently, Amazon is
the world’s most significant online retailer, thanks to this long-term vision (Caporaso, 2018). The
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AMAZON INTERNAL AND EXTERNAL ENVIRONMENT ANALYSIS
company’s business model is based on coming up with a strategy that is to be implemented
continually for several years to find out its suitability. Instead of trying out new models every
time they fail, Amazon mainly focuses on improving their models and ensuring it picks up with
time.
stop-shop for everything under the sun. What this means is that amazon targets all
customers around the world. Amazon’s customer, therefore, is all seven billion-plus
people around the globe (Rossman, 2016). The company strives to ensure these
customers can find everything they are looking for through Amazon platforms
Products or services: Amazon has adopted a similar approach to the products they sell
by providing they sell everything. The company, in a bid to reach out to as many
customers worldwide as possible, they have embarked on making all types of goods
however, has a strict policy of ensuring all the products and services sold in their
platform are of the right quality and value. They also offer competitive services,
happening in North America. However, the company has a presence in all the five
continents of the world. The bulk of the company’s operations, however, are in North
Technology: Amazon, together with Facebook, Google, and Apple, are regarded as
the big four tech companies in the world. The company relies mainly on technology
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AMAZON INTERNAL AND EXTERNAL ENVIRONMENT ANALYSIS
since its primary operations happen online (Caporaso, 2018). The company ensures
that all its systems are technologically current, and they have massively invested in
retail company. It uses a sales revenue model where it earns a small percentage from
all goods and services sold within its platform. The company currently appears as
number 8 in the Fortune 500 list of US companies by revenue. As of the year 2019,
Amazon recorded up to $280.52 billion in revenue, which represents growth from the
previous year (Tabaka, 2019). The company’s primary business model is focused on
growth and financial soundness while also meeting its primary goals to the customer.
Philosophy: Amazon operates with the belief that service to their customers is their
key to success. The company has a philosophy of focusing on the needs of their
customers and delivering on such needs (Roemmele, 2017). The company’s major
priorities are to offer the best value to customers by insisting on high quality and
standards.
Self-concept: According to the company CEO, Amazon’s success has been attained
expense of competitors. Amazon ensures that they apply their creativity to become
Concern for public image: Amazon’s strategy of customer focus has led to the
company being the most responsive to consumer needs. The company maintains a
massive social media, community, and environmental presence where they engage in
highest-paid employees around the world. The company has provided that they share
most of the profits they earn with their customers (Rossman, 2016). However, the
company has faced criticism for the automation of most of its services, thereby
scale then sell the same products to individual consumers (Chaffey & Ellis-Chadwick,
2019). They buy low and sell high and pocket the difference. They also collaborate with
B. Dropshipping: most shoppers prefer Amazon due to their ability to deliver products to a
identified a product online and made purchases, Amazon undertakes the process of
References
About Amazon Staff. (2020). Our Leadership Principles. Amazon. Retrieved from
https://www.aboutamazon.com/working-at-amazon/our-leadership-principles
files/0f9e36b1-7e1e-4b52-be17-145dc9d8b5ec
Caporaso, T. (2018). 100 Million Reasons Why Customer Focus Has Paid off for Amazon.
customer-focus-has-paid-amazon-2018-05-02
Mullaney, T. (2017). 5 key business lessons from Amazon’s Jeff Bezos. CNBC. Retrieved from
https://www.cnbc.com/2016/05/13/5-key-business-lessons-from-amazons-jeff-bezos.html
Premack, R. & Cheong, W. (2019). Jeff Bezos credits Amazon's trillion-dollar success to one
customer-obsession-2018-9?IR=T
Roemmele, B. (2017). What Is Jeff Bezos's "Day 1" Philosophy? Forbes. Retrieved from
https://www.forbes.com/sites/quora/2017/04/21/what-is-jeff-bezos-day-1-
philosophy/#422f96071052
Rossman, J. (2016). The Amazon Way on IoT: 10 Principles for Every Leader from the World's
Tabaka, M. (2019). Amazon's 4 Keys to Success, According to Jeff Bezos. INC.com. Retrieved
from https://www.inc.com/marla-tabaka/jeff-bezos-says-these-4-principles-are-key-to-
amazons-success-they-can-work-for-you-too.html