Amazon.com

            
             • Expansion of distribution centers would require Amazon to recruit in more new employees to expand its workforce.
            
             • Hiring of experts and well established employees would enhance the productivity especially in training and development.
             Firm infrastructure.
            
             • Increase in sales because of the strong image portrayed by the firm in its culture.
            
             • By trading on the share market, the firm is able to improve public image as a constantly growing company.
            
             • Introduction of encryption method would increase consumer trust and build brand loyalty.
            
             • By improving its return policy, it will enable the firm to improve its public image.
            
             • Build good public image as it stresses to fulfill customer satisfaction.
            
             • Build better image as it gives its customers the preferences and allow them to review some of its products.
            
             • Good public image as Amazon is recognized by 25% of all Americans.
             9.0) Financial analysis (refer to Appendix C).
             Liquidity.
            
             • The liquidity of Amazon appears to be positive with a large and increasing working capital, which in emergency should be able to meet short term debts without any difficulties.
             Activity.
            
             • The activity level shows a moderate level, which could be signs that it is not generating enough sales to justify the assets that it has deployed.
             Debt .
            
             • A moderate indebtedness with fluctuations over the years shows that the lower the company's earning volatility and lesser potential rate of return of its shareholders.
             Profitability .
            
             • Amazon's profit level does not seem healthy as it is incurring loss in its net income. This could be because of strong competition from its competitors.
             10.0) IFE( David,1998)(refer to Appendix D).
             The IFE shows a total score of 3.16 which shows that Amazon has very strong internal strengths. Among the major strengths that Amazon possesses is it has strong financial position, worldwide brand recognition, latest technological development and the pioneer in online books selling.