Strategic Management of Amazon: Business Case, SWOT Analysis, and Innovation

Strategic Management

Table of Contents
ASSESSMENT - I...........................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Business Case.........................................................................................................................1
SWOT analysis.......................................................................................................................2
Issues and challenges faced by Amazon at national and global level....................................4
Innovation, internal and external environment and influence................................................5
CONCLUSION................................................................................................................................6
ASSESSMENT – 2..........................................................................................................................7
INTRODUCTION...........................................................................................................................7
Critically evaluate the performance of Amazon highlighting competitive strengths, market
position and areas where improvement across the value chain may be required...................7
Discuss the strategic plan for the Amazon using appropriate tools to explain the company’s
pursuit of competitive advantage............................................................................................8
PEST analysis.........................................................................................................................9
Porter’s five force model......................................................................................................10
Reflection.............................................................................................................................11
CONCLUSION..............................................................................................................................12
References:.....................................................................................................................................13
Books and Journals...............................................................................................................13

ASSESSMENT - I
INTRODUCTION
Strategic management is one of the major processes that your organisation used in order to
control the utilisation of resources and also achieve the predefined objectives and the goals of the
company globally. Strategic management in an organisation is the practice of gaining and
maintaining the competitive advantage (Velikorossov and et. al., 2020). The present report is on
strategic management in context of "Amazon" a multinational online shopping retail company
that operates globally. The company is the one of the famous leading online shopping retail
organisation that provides the customers with various kinds of products of different brands
within different prices. Amazon is the highly technological advanced American company which
is popular for its supply and logistic networks worldwide. The report will outline business case
of the organisation and to understand the strengths and weaknesses geographically the SWOT
analysis is conducted in the report. Following report will also discuss the various challenges and
issues faced by the company at national and global level. At last the report will talk about the
innovation, internal and external environment and its influence on the dynamics of the
organisation positively or negatively.
MAIN BODY
Business Case
Company overview
Amazon.com most famous multinational technology company based in Seattle
Washington. Amazon is the American leading online shopping retail organisation which focuses
on digital streaming e-commerce artificial intelligence and cloud computing. The founder of
Amazon Jeff Bezos started the company in July 5th 1994. Company was first started as the
online book retailer and later expanded its products and services in the various different
industries. Amazon is known as the largest internet computing Platform Company in terms of
revenue all around the globe. The company products include clothing, electronics, footwear,
cosmetics, video games, food, toys, jewellery etc. in its e - commerce business. Company also
distributes the online videos music and audio books through the Amazon music and prime video
service. The company has hierarchical industries structure to conduct its business smoothly.
Vision and mission
1

The vision of Amazon is to become most customer oriented e- Commerce Company where the
customers can acquire anything wants to buy online.
The mission of the company is to offer the customers the lowest possible prices and the best
available choices with greater satisfaction and convenience.
Current strategies
The current strategies of the Amazon focus over the innovation, technology and the strategies
that help the company in growing to the heights (Barbosa, Castañeda-Ayarza and Ferreira, 2020).
 One of the best strategy that Amazon adopted is to bring the drone delivery service, the
company invested large amount of its money in research and development of new
delivery system for the future in order to maintain the safety and security of the citizens.
 The Alexa everywhere strategy of the Amazon was mind blowing in order to create the
competitive advantage was the innovation of Amazon Alexa using the machine learning
and artificial intelligence with this Amazon was able to be highly profited.
 The product differentiation strategy of the Amazon has really benefited the company in
finding the different ways preserve their customers mind also to bring loyalty among the
customers. The strategy created brand positioning.
 Sustainability is the best strategy that Amazon is currently using by which companies
able to meet the environment and ethics concerned customers.
SWOT analysis
Strengths Weaknesses
Strong brand image- Amazon is the giants
of The E-Commerce industry all around the
globe the company has a strong brand name
with a strong market position worldwide.
Superior logistics and distribution system:
Amazon is well known for its highly
effective and efficient logistic and the
distribution channels and system. The
company has fast, secure and reliable
delivery system of the goods and products
to the customers thereby also implemented a
Employees strike: the major weakness
highly observable by the rival companies all
over the globe is strike of the employees of
the Amazon that puts the Amazon
operations to the halt (Wang and et. al.,
2020). The strike was due to the obligation
of the employees for the unsafe working
conditions.
Easy imitable business model: the online
retail business has become quite common in
this digital world therefore it is very easy
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