This report aims at providing the appropriate corporate, business and functional level strategies to improve Amazon in its current performance as well as seize the opportunity especially in Asia and Western Europe. This report also emphasizes on the external and internal assessment, strategies formulation and strategies selection. Recommendations are attached to determine the most appropriate strategy to be implemented,.
1.1) Scope of coverage.
The scope of this report covers mainly on the external and internal assessment, strategy formulation and proposed strategies. These recommendations and suggestions will assist Amazon to decide the best strategies for it to implement. All information is gathered from secondary data.
1.2) Sources and limitation.
Limitation of information had resulted reasonable assumptions to be made.
2.0) Current mission.
Amazon is an internet retailing marketing company based in Seattle, Washington. Its primary mission is committed to customer satisfaction. Amazon intends to put customer's satisfaction first by using the internet to transform book buying into the fastest, easiest and most enjoyable shopping experience possible. Besides customer satisfaction, by increasing its distribution centers, Amazon aims to ship 95% of all of its orders on the same day they are received. Amazon's goal is n not only on making profits, but it is also focused on the long term goal to build a strong infrastructure necessary to face the challenges of today's ever changing marketplace. Another universally accepted goal of Amazon is that it intends to sell anything that can be sold on the web.
3.0) Current issues.
• The numbers of internet users are continuing to grow with internet traffic doubling every 100 days.
• American market expected to reach saturation by 2002, due to heavy competition.
• Increase in total capital requirement for major competitors due to extensive investment in technological advancement.