Strategic Management: Analysis of Amazon and John Lewis

Strategic management
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Provide background information on the two organisations to be ‘critically’ reviewed in the
comparative study.(Amazon & John Lewis)(vision, mission, goal, stakeholders) (Environment
resources, )..............................................................................................................................3
Background of Amazon...................................................................................................................3
Background of John Lewis..............................................................................................................5
TASK 2............................................................................................................................................6
Through various models and theories analysis and discuss the strategies which are currently
used in organisation................................................................................................................6
TASK 3..........................................................................................................................................15
Discuss the advantage and disadvantage to the organisation and its stakeholders related to
pursuing this strategic direction............................................................................................15
TASK 4..........................................................................................................................................15
Conclusion based on the evidence researched and define which organisation strategy is the
most successful in the market trading environment.............................................................15
TASK 5..........................................................................................................................................16
Provide options for organisation related to how they can improve their strategy................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19
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INTRODUCTION
Strategic management is determined as a ongoing planning, assessing and monitoring all
necessity of business organisation that is useful in achieving goal in timely manner. Due to
change within environment of organisation will need company to regularly change its strategy
for success and growth. The processes of strategic management Assists Company to take stock
of present situation, determined strategy, deployed them and assess effectiveness of executed
administration strategy. According to case study, organisation work in environment of major
change. The biggest sector is determined as a most challenging sector is High Street retail sector.
The well-known brand of High Street struggling to survive disappeared totally this result in
empty outlets on High Street and different job losses. In this report, there is a discussion
regarding background of two organisation named as Amazon as well as John Lewis. The
strategic model is used in order to conduct different operations of business organisation and also
analyse internal as well as external environment of organisation. In addition to this, there is a
discussion regarding strategies which is used within organisation and the conclusion which is
based on market research related to strategy that is helpful in achieving objective. Apart from
this, in this report, there is a discussion regarding strategic options for every organisation and
how they can resolve them in an appropriate manner (D’Cruz, 2018).
TASK 1
Provide background information on the two organisations to be ‘critically’ reviewed in the
comparative study.(Amazon & John Lewis)(vision, mission, goal, stakeholders)
(Environment resources, )
Background of Amazon
Amazon is determined as an international technology organisation that emphasizes on E-
Commerce, digital streaming as well as Artificial Intelligence and so on. This company was
founded by Jeff Bezos in year of 1994 and they focuses on providing superior quality product
like fire tablet, fire TV and so on in order to satisfy its user. It is also determined as a disruption
related to well-established sector by technological innovation & mass scale. It is considered as a
world's biggest online market. Amazon is biggest internet organisation through income in world.
It is considered as a second largest private employer in US and determined as a most valuable
organisation. In year of 2020, Amazon has highest International brand valuation. In addition to
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this, it is analysed that the company as success at time when retail is determined as a hardest hit
factor in context of trade as well as profitability. The Amazon has sight now on High Street start
their business with small grocery outlet and well known system which provides seamless value
chain advantages to its user. Therefore, the company possess success on High Street and assess
that online and are still brand that is survived and fighting back. Thus, the Amazon possess
lucrative slice related to accumulation during pandemic waiting to spend. Amazon focuses on
grabbing individual person in order to perform work in an appropriate manner (Doz, 2017).
The mission of Amazon is to provide superior quality of goods and services according to
need of customer. They focus on provide user lowest possible cost, the best prevailing selection
& utmost convenience. Therefore the Amazon focus on attract customer towards e-commerce
facility in order to satisfy their need.
The vision of Amazon is to achieve leading position around the world.
Objectives
The Objective of Amazon is to increase sales by 20% in upcoming 6 months
The other objective is to increase profit margin by 15% in 3 months.
Goal
The goal of Amazon is to serve user through online as well as physical stores and
emphasis on selection cost and its convenience. And their focus is on finding or assessing
anything that they need to buy by using online source and also endeavour to provide it.
Stakeholders
The detailed assessment of stakeholder of Amazon is to assess both internal as well as
external stakeholder of Amazon. Its stakeholder has varying degree of effect on strategic & non
strategic decision & their influence is not similar and they do not possess same power as well as
interest in organisation. The primary internal stakeholder of Amazon is officers, director,
subordinate, and shareholder and so on. Its top officer is determined as a president & chairman of
board and chief executive officer is web services & worldwide consumer. The stakeholder is
determined as a most powerful stakeholder related to Amazon the influence operation in an
appropriate manner. The primary stakeholders of organisation are Jeff bezos. Amazon possess
different kind of external stakeholders user online source, local communities and government
above 197 million users, visit website every month the individual person possess Amazon Prime
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