Assignment 3

Stakeholder Analysis

Company chosen: Amazon

Amazon, online worldwide seller has considerably grown over the years. Its reputation is not
to mention anymore. The model that started as an online bookstore now sell every product possible
and now even food and drinks. E-commerce industry is known as having a lot of pression from
different stakeholder groups, customers being the most important. The company engage a corporate
social responsibility plan putting the customers at the top of their priority as shown by their mission
statement “We strive to offer our customers the lowest possible prices, the best available selection,
and the utmost convenience” as well as their more broader vision statement “to be Earth’s most
customer-centric company, where customers can find and discover anything they might want to buy
online.”1
Employees are the second most important stakeholder group as they are essential to the
development of the company, working on maximizing the profit of new technologies for more
efficient transactions and delivery and ensuring customer’s satisfaction. In other words, they support
the competitive advantage of the company. 2
Community is another concern for Amazon because this group of stakeholders is influencing
the perception of the company. They create “Amazon smile” to give back a part of the revenues to
charitable organisations.

1
‘Amazon.Com Inc.’s Mission Statement & Vision Statement (An Analysis) - Panmore Institute’, accessed 5
February 2020, http://panmore.com/amazon-com-inc-vision-statement-mission-statement-analysis.
2
‘Amazon.Com Inc. Stakeholders, Corporate Social Responsibility (An Analysis) - Panmore Institute’, accessed 5
February 2020, http://panmore.com/amazon-com-inc-stakeholders-corporate-social-responsibility-analysis.
 1. Identification of stakeholders
External stakeholders Internal stakeholders

Customers Employees – 647.500

Community Managers

Suppliers – 2 million Amazon Sellers Owner – Jeff Bezos

Shareholders – Amazon produce each year a shareholder report

Delivering companies ex: Amazon contributed to 1,3% of Fedex’s annual

revenue in 2019
 2. Stakeholder Analysis
A Keep satisfied (LATENTS): Meet B Key players (PROMOTERS):
their needs; engage & consult on areas of interest Manage closely; maximum effort/focus;
involve in governance decisions (bodies &
Board of directors
Investors forums); engage & consult regularly
Suppliers – less satisfied suppliers is less products on the website
Customers
Employees
Community
Power / Influence

 See above

C Least important (APATHETICS): D Keep informed (DEFENDERS):

Minimal effort; inform via general Involve in low risk areas (make use of
communication (newsletters, website, social interest); show consideration; consult on
media, etc.) interest area
Small competitors – Amazon almost have the monopoly over this General public – CSR engagement
e commerce sector Shareholders

Interest
 3. Map of KEY PLAYERS/Stakeholders
Stakeholder Group Needs and Issues/problems General Engagement plan
expectations perception (leave open now)
Fast delivery Quality could be neglected Seen as very convenient customers are part of the
Customers Best price
Convenient experience
sometimes
Data collection
and fast
But dangerous monopoly,
organizational culture (see
above)
not appreciate by But for the concern over
everyone monopoly or “killing” small
“brick and mortar” business,
the company should maybe
work more with them, offer a
bunch or product to support
them for example.

Employees Be fair-payed, get

competitive compensation
Working hours and
overwhelming tasks
Some scandals about
working conditions at
Employees are trained and part
of CSR plan of the company as
Have a career sometimes Amazon have blown said before. The company
already provide high
compensations for some
groups like IT department. But
for others like warehouse
handlers, they could revised
shifts, hours, advantages.