SBLC7012 Research Methodology Principles of Knowledge Creation

Running Head: Strategic Management
AMAZON INC.
Strategic Management

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Table of Contents
Introduction.............................................................................................................................................................. 2
Background of company.................................................................................................................................. 2
Task 1.......................................................................................................................................................................... 4
Strategic Direction............................................................................................................................................. 4
Task 2.......................................................................................................................................................................... 7
Frameworks for strategic analysis..............................................................................................................7
Competitive Advantage.................................................................................................................................... 8
Task 3........................................................................................................................................................................ 10
Vision and mission of Amazon...................................................................................................................10
Strategic Capabilities...................................................................................................................................... 10
Expansion and market entry strategy.....................................................................................................11
Task 4........................................................................................................................................................................ 12
Strategies for defending core business...................................................................................................12
Excellent customer service...................................................................................................................... 12
Easy to use and responsive website....................................................................................................12
Understanding customers.......................................................................................................................13
Task 5........................................................................................................................................................................ 14
Resource Implications................................................................................................................................... 14
Conclusion............................................................................................................................................................... 15
References............................................................................................................................................................... 16

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Introduction
Strategic management is the most crucial and essential function for business organizations
in terms of attaining desired goals and objectives. The role of strategic management is
increasing day-by-day as companies have started giving importance to the very first step of
the management function i.e. to planning in relevance with arranging the tasks in an
effective sequence through which productivity could be maximised along with maximising
the returns over investments made. Strategic management includes framing of strategies
for the business for the purpose of attainment of future goals as well as evaluating the
effectiveness of current strategies to align the future outcomes with the expected outcomes
(Szolnoki, Thach & Kolb, 2016).
Background of company
In consideration to the significance of strategic management, this report will focus on the
future strategies for Amazon Inc. in terms of enhancing organizational performance by
making their strategies flexible and effective enough to deal with different types of market
situations. Amazon is a giant e-commerce company with its headquarters in Seattle,
Washington. The company was founded in 1994 by Jeff Bezos and since then, organization
has acquired the leading position as the largest internet retailer in the world measured in
terms of market capitalisation and revenue. The company started its functionalities by
selling books and with the passing time, Jeff Bezos has evolved his strategies with the
objective of cope up with the changes as well as to gain competitive advantage (Amazon
Inc., 2018).
This report will determine the evaluation of strategies in Amazon in the last 5 years along
with analysing the type of industry including utilisation of appropriate strategic
frameworks. Further, report will include the discussion of company’s competitive position
in comparison to the primary competitors of the organization. The next phase of the report
will include analysis of organizational strategies with their mission and vision in relevance
with the demand and wants of the target market. Organizational strategic capabilities will
be discussed along with discussing the future strategies which could be adopted by the

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organization to gain future goals. Further, possible strategies will be discussed through
which the organization could be able to defend its core business in the global market and
the last part of the report will focus over recommendations for the objective of enhancing
the performance of the organization through which company would be able to address all
the challenges and opportunities for the objective of attaining desired goals.