Amazon Inc.’s mission Mission of a business drives the business and defines what the business does at its very core. Mission also defines business objectives and the business’s brief strategy to accomplish these goals. Amazon Inc.’s mission is“We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.” Amazon Inc.’s vision Vision of a business gives business the right direction and a long term sense of purpose. Mission is relatively short term as compared to the vision of the business. Amazon Inc.’s vision is“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.” Role of mission and vision Mission and vision of a business play a significant role in the guiding the business by establishing clear goals and a long term expectation from the business. Vision guides the long terms goals of the business. Together, mission and vision communicate organization’s purpose to the business’s stakeholders (Cady et. al., 2011). Mission and vision of the business also guides business employees about the long term goals of the business. Evaluation of company’s actions and their alignment with the mission and vision Amazon Inc.’s actions are absolutely in line with the company’s vision and mission. As defined in the company’s vision, the business is highly customer centric. Consumers can purchase a wide variety of products through Amazon including clothes, furniture, utensils, grocery items, decorative products, electronics, books or even beauty products. Within these categories, there are numerous sub-categories; each containing hundreds of unique products to select from. Products sold by Amazon are delivered on time and regular updates are sent to customers on their mobile phones and email address. Amazon also offers the option of delivering the product
to neighbors in case the recipients are not at home (Fader, 2012). Amazon also carefully allows users to save their addresses as work and home. This is done to ensure that delivery of products at work address would only be made during weekdays and office hours. Return procedure of the Ecommerce giant is also highly effective. The procedure is extremely simple and customers can return their products and receive return or replacement through a single click. Upon filing for return, Amazon sends an agent to collect the product and initiates refund. The mobile application as well as the website of Amazon is extremely user friendly and easy to browse through. All these factors are signs of being a customer centric company. This customer centricity has been achieved owing to the clear vision and mission of the company. How mission and vision guide organizational employees As an organizational manager, the mission and vision guide employees about their behavior and attitude towards all their stakeholders. Amazon ensures that its delivery executives are also well behaved and punctual. Employees of amazon work towards customer satisfaction and repeat customer purchases with the brand. If I were an employee of Amazon, I would put efforts in introducing unique strategies to ensure customer satisfaction and retention in the long run. As an employee, I would also try to focus upon identifying consumer needs and aim at fulfilling them in an effective manner. Impact of not having a mission or vision An organization that does not has a clear mission or vision will neither be able to guide itself to a long term success nor will it be able to communicate its inherent aim to its stakeholders. Not having a clear vision for the brand will even make it difficult for the business to establish short terms goals. This would adversely impact the business’s performance and lead to a poor brand positioning. Vision and mission are also important as they guide employees on a daily basis. Hence, an absence of these two would also leave employees unguided and clueless. Mission and Vision plays a critical role in the success of the business. It is imperative to define both the vision and mission during the initial stage of the business in order to ensure that they
continue to guide the business in the right direction. Together, they also allow the brand to establish the right positioning of the business’s brand.
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References Cady, S. H., Wheeler, J. V., DeWolf, J., & Brodke, M. (2011). Mission, vision, and values: what do they say?Organization Development Journal,29(1), 63. Fader, P. (2012).Customer centricity: Focus on the right customers for strategic advantage. Wharton digital press.