Internal and External Stakeholder Analysis 2022

8/20/2019
Running Head: BUSINESS ENVIRONMENT 0
Internal and
External
Stakeholder
Analysis

BUSINESS ENVIRONMENT 1
Executive Summary
 Stakeholders have a significant influence over the business functioning of an
organisation. Amazon is selected for the stakeholder analysis and some of its key
stakeholder includes customers, suppliers, government, media, board of directors and
managers.
 It is important for Amazon to cater the different needs of all stakeholders in order to
gain competitive edge in the e-commerce industry.
 In this report, various functional areas of Amazon also being explored namely design,
finance, marketing, research and development communication, engineering and so on.
 A power-interest stakeholder matrix has been drawn depicting each stakeholder
position and interest.

BUSINESS ENVIRONMENT 2
Contents
Introduction..............................................................................................................................3
Functional Spaces.....................................................................................................................3
External and Internal stakeholders with their roles.............................................................5
External stakeholders of Amazon.......................................................................................5
Internal stakeholders of Amazon........................................................................................6
Nature and degree of key stakeholders’ interests, and implications of conflicting
interests.....................................................................................................................................7
Level of key stakeholders’ influence.......................................................................................9
Stakeholder matrix.................................................................................................................10
Contrast with another industry............................................................................................11
Conclusion...............................................................................................................................12
References...............................................................................................................................13

BUSINESS ENVIRONMENT 3
Introduction
In this competitive business environment, e-commerce industry and brands are
focusing heavily on personalisation in winning trust of customers so that to increase
conversion rates and customer loyalty (Akter & Wamba, 2016). Amazon is one of the leading
e-commerce organisation that offers a personalised platform to its users and customers by
offering various products to its customers. The company is also known for its consistent
innovation from its commencement i.e. 1995. This helps the company to revolutionize the
way people shop in today’s world. Amazon mission is to provide the consumers lowest price
possible, higher convenience and best available selection. In addition, the organisation vision
is to be planet most customer centric organisation, where customer can explore and explore
anything they look for purchase online (Treanor, 2010).
At present, Amazon functioning and extended its network in more than 16 countries
and employed around 6, 50,000 employees all over the world. In 2018, the company revenue
was standout to $232.88 Billion. In comparison with 2017, it is increased at 30.93%
(statista.com, 2018). With increasing diversification, Amazon is also planning to expand its
private label efforts with having a loyalty of 100 million prime members. Considering
stakeholders expectations, diversification and consumer economy with “paradox of choice”,
private label brands make the selection process smart and simple (Wheeler, 2017). Several
Amazon private label brands have seen tremendous growth includes Amazon Basic, Amazon
Elements and some devices of Amazon such as Kindle, Fire Stick and Echo Alexa.
Functional Spaces
The key elements of firm structure compositely develop functional areas. The growth and
success of organisation goals based on the capability of enterprise to develop strategies and
management plans for effective implementation on functional level of management (Zheng et
al, 2010). Hence, it can be said that organisation functional areas help in attaining set goals
and objectives formulated by top level management. Considering Amazon, the functional
areas that aid in supporting strategic business units across the targeted segment include –
 Human Resource – There are more than 6, 00, 000 employees in Amazon working
towards achieving strategic goal and vision of the organisation. The organisation