Business Capstone Project Amazon Assignment

Running head: BUSINESS CAPSTONE PROJECT
Business Capstone Project
Name of the Student
Name of the University
Author’s note

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BUSINESS CAPSTONE PROJECT
Executive Summary
Amazon is an organization that has been one of the most successful in the past two decades.
With the advent of infrastructure supporting the usage of internet extensively by common people
e-business model organizations cropped up in the late 90s. Amazon was one of them, through
those years Amazon has evolved and expanded in the scale of the business in an exponential
way. There are almost 140 countries where Amazon has established its operations already. In this
report we identify the internal and external advantages and challenges of the organization. It also
includes the analysis of the external business environment using the PESTAL analysis.
Furthermore, in this report the business model of the organization has been stated in a descriptive
format along with a recommendation for future improvement and a reflective section.

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BUSINESS CAPSTONE PROJECT
Table of Contents
Background of the company............................................................................................................3
SWOT Analysis...............................................................................................................................5
Strength........................................................................................................................................5
Weakness.....................................................................................................................................6
Opportunities...................................................................................................................................6
Threat...........................................................................................................................................7
Internal and external business Analysis of Amazon........................................................................7
Political factors............................................................................................................................8
Economical factors......................................................................................................................8
Social factors...............................................................................................................................8
Technological factors...................................................................................................................9
Environmental factors..................................................................................................................9
Legal factors................................................................................................................................9
E-business strategy issues..............................................................................................................10
Business model of Amazon.com...................................................................................................11
Evolution of the business model................................................................................................12
Recommendation...........................................................................................................................15
Future study plan.......................................................................................................................16
Reference list.................................................................................................................................17

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BUSINESS CAPSTONE PROJECT
Background of the company
Amazon has been established by owner Jeff Bezos in the year 1994. It started off as a
humble set up in the garage of his house. In many interviews Bezos has mentioned that his love
for reading and his passion for information technology have driven him to come up with a
website which could be used as a platform to sell and buy books. This is where the multimillion
dollar endeavor had all begun. In June 2017, Jeff Bezos was announced as world’s richest man.
Amazon has made its position strong in the e-commerce industry. It has set some major
benchmarks for the competitors in the industry in terms of business model, management
leadership. The company is the second largest information technology company in the world
after Google. It is also regarded as one of the pioneer in the online retail. The company has built
a reputation in the industry both from the customer end as well as the stakeholder end for being
efficient and effective in the operations and policies. Amazon offers a plethora of products in the
platform from more than 40 categories of products. The leadership skills and qualities in Jeff
Bezos have lead the organization through a course of ups and downs and has eventually reach a
position where Amazon holds the largest market share in e-commerce and e-retail. His ability to
develop strategies and policies in order to establish a successful enterprise is commendable and
is appreciated worldwide. The far sightedness and the consumer centric approaches towards the
business model help the company gain goodwill and appreciation further adding to the market
value of the organization. Despite of the challenges and the issues faced by the e-commerce