Integrated Capstone Project

Running head: INTEGRATED CAPSTONE PROJECT
Integrated Capstone Project
Name of the Student:
Name of the University:
Author’s Note

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INTEGRATED CAPSTONE PROJECT
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................3
Industry and Competitive Analysis.............................................................................................3
Company Resources and Capability............................................................................................4
Global Business Strategy.............................................................................................................5
Business Model of Amazon.........................................................................................................6
E-Business Strategies...................................................................................................................7
Diversification Strategies.............................................................................................................8
Financial Condition and Analysis................................................................................................8
Staffing and People Management..............................................................................................10
Organizational Structure and Core Competencies.....................................................................11
Policies and Procedures of the Business....................................................................................12
Ethics, Value and Social Responsibility....................................................................................12
Recommendations..........................................................................................................................13
Conclusion.....................................................................................................................................14
Reference.......................................................................................................................................16

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INTEGRATED CAPSTONE PROJECT
Introduction
The main purpose of the assessment is to analyze the business model which is followed
by Amazon.com which is engaged in online business of providing different kinds of products to
the customers. The assessment considers the business environment of Amazon.com considering
different area of performance of the business (Bocken et al. 2014). The assessment would be
identifying certain problems which is faced by the management of the company and also suggest
certain recommendations which can help the business to further improve the business structure.
Background of the Company
Amazon.com is an American based Multinational Company which is engaged in the
business of providing e-commerce facilities, artificial intelligence and cloud computing software.
The company is famous for its online site and effectively provides a large variety of products to
the customers. The company is known to be the largest online store in the world in terms of both
revenue generated by it and in terms of market capitalization (Amazon.com. 2019). In addition to
this, the company is also regarded as the second largest employer in USA. The company has a
significant presence over the retail market as more and more customers subscribe to the online
site for shopping. Initially when the company had started it was just a mere bookstore and
operated form a garage and today’s world it offers all kinds of retail products for the customers.
The company is a perfect example how proper expansion strategy can bring about success in a
business. The business in current ear offers a larger variety of retail-based goods to the customers
and also offers cloud computing services to the users. This shows that the business is still
pursuing expansion strategy and also further diversifying the products which is offered by the
business.

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INTEGRATED CAPSTONE PROJECT
Discussion
Industry and Competitive Analysis
The company which is now regarded as one of the giants in the online retail business was
just a store which offered books to the customers. The company started off as a small business
and went public with its business. The company invested significantly on development of
software, technologies and innovation so that the business can keep up with the changes in the
online retail business (Casadesus‐Masanell and Zhu 2013). The company made its first initial
public offering in 1997 for $ 18 per share and later on the company further expanded the
operations of the business by acquiring other small businesses such as Drugstore.com, Pets.com
and Overstock.com (ChannelAdvisor. 2018). The market is highly competitive in nature as more
and more e-commerce sites are coming up with sales promotion strategies
Some of the key competitors of the business which is Flipkart and Snapdeal e-commerce
websites. The overall level of competition in the market is immense as there are a lot of different
e-commerce retail sites coming up which is the main reason that the level of competition has
increased significantly.