Amazon.com

            
             • Growth in market in Asia and Western Europe.
            
             • High success rate because major players have only captured a small significant share and e-commerce has a small share in the total commerce.
            
             • Amazon is recognized by only 25% of Americans, which shows that there is a big market to tap.
            
             • Internet traffic is expected to increase as new internet jobs and web sites are being created are being created.
             Threats.
            
             • Consumers are not comfortable with ordering online.
            
             • Consumers surf the web site to gather information and price, but purchases products from local shops.
            
             • Consumers reluctant to buy online for fear of theft of private information.
            
             • Consumers find it difficult to return merchandise which is defective.
            
             • Companies who do not go online would lose its market share and its competitiveness.
            
             • New firms unable to compete due to lack of capital resources when compared to major players.
            
             • Market in America reaching saturation due to heavy competition.
            
             • Substitution is high and easily accessible.
             8.0) Internal assessment .
             8.1) Value Chain (Miller, 1998).
             Inbound logistics.
            
             • Proximity to the warehouse makes it more efficient for storing and distributing of goods.
            
             • With the purchase of extra warehouses, firm is able to stay more competitive.
             Operations .
            
             • With its cost leadership strategy, it saves cost on its building and maintenance cost.
            
             • Efficient operations enable it to save on overhead costs.
            
             • Has the latest technology to track customer preferences and personalize its shopping experience.
            
             • Effective distribution centers lead to better control and utilization of resources.
            
             • Highly skilled employees ensure efficient production and reduce cost and time.
             Outbound logistics.
            
             • By increasing its number of distribution centers, it would further enhance the efficiency and reliability of its distribution centers.