Business Analysis Report: Amazon's Elicitation Methods and Analysis

This report provides a comprehensive business analysis of Amazon, focusing on strategic and elicitation techniques. It begins with an introduction to business analysis and its importance in identifying solutions for organizational goals. The report includes a literature review of strategic analysis techniques like SWOT, PEST, and customer satisfaction analysis, as well as elicitation techniques such as brainstorming, interviews, and questionnaires. It critically analyzes the advantages and disadvantages of these techniques, offering insights into their practical application. The report also provides a SWOT analysis of Amazon, highlighting its strengths, weaknesses, opportunities, and threats. Furthermore, it examines various elicitation methods, including questionnaires, to gather customer data. The report concludes with a critical analysis of the identified techniques and offers recommendations for Amazon's business analysis practices.

Business Analysis for Information
Technology

Table of Contents
Introduction......................................................................................................................................3
Literature review for strategy analysis techniques as well as need for elicitation techniques.....3
Critical analysis of the techniques...............................................................................................3
Recommendations........................................................................................................................3
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

Introduction
Business analysis is defined as a process which is utilized for accessing capabilities,
structure, processes and technology for identification as well as defining solutions for roadblocks
which impede the attainment of organizational goals (Ali and Yaseen, 2019). This involves that
business analysis involves, elicit, determine, capture, collect, draw forth or get needs for
attaining solution by any probable means by opting for relevant effort. This report is based on
Amazon which is a American multinational technology firm which emphasize on digital
streaming, cloud computing, artificial intelligence and e-commerce. This report comprises of
literature review with respect to analysis and elicitation techniques. Furthermore, critical analysis
will be provided for techniques along with recommendations.
Literature review for strategy analysis techniques as well as need for elicitation techniques
The comprehensive summary which is carried out by taking into account previous research
which has been made with respect to peculiar topic is referred to as literature review. This
involves scholarly articles, books and many other sources which are associated with specific
research area (Ektoros, Gregoriades and Georgiades, 2019). With respect to Amazon, the
literature review has been carried out to identify strategic analysis techniques as well as
elicitation techniques.
According to Albana Berisha Qehaja (2017), there are various techniques, methods, frameworks,
tools, models and approaches which can be utilized by strategic managers of firm for formulation
of decisions. They are being developed as well as designed for supporting managers within all
stages related with strategic analysis for attaining enhanced performance (Basheer and et. al,
2019). The researcher has analyzed ten strategic techniques and tools, they involve
benchmarking, PEST, SWOT, Porter’s five forces, mission and vision statements, cost-benefit
analysis, key success factor, customer satisfaction, business financial and what if analysis. The
strategic management tools & techniques are essential part of the processes which are carried out
by firm like Amazon. As per research which is carried out, it has been identified that around 88%
of firms make use of SWOT analysis, 36% make use of benchmarking, 32% utilizes PEST
analysis and customer satisfaction is used by around 12% of firms (Berisha Qehaja, Kutllovci
and Shiroka Pula, 2017). SWOT analysis is used to analyze internal (strengths and weaknesses)
factors that can be measured by organization and external (opportunities & threats) factors but

these cannot be controlled by firm. They are entirely dependent on environment in which firm is
rendering their services.
Illustration 1 Ten most Utilized Strategic Management Tools & Techniques by Enterprise Size
SWOT Analysis of Amazon
Strengths Weaknesses
 Amazon has a strong brand image as
they are largest third party sellers.
 High capabilities for rapid innovations
within technology especially within
online services (Zulfiqar and et. al,
2019).
 They have restricted presence as a brick
and mortar (Ladas, Kavadias and Loch,
2020).
 Free shipping to customers can lead
Amazon to lose great profit margins.
Opportunities Threats Expand their global footprint and reach
emerging markets. Expanding their brick and mortar
operations (Mora, Deakin and et. al,
2019).
 Concerns related with hacking and
identity theft, online shopping may not
be preferred.
 Competition from online retailers.

 New partnership with other companies
within developing markets.
On the other hand PEST analysis is a strategic planning tool which is utilized for
evaluation of impact of political, economic, social and technological factors on the project
carried out by organization (Giraldo and et. al, 2019). It will provide firms like Amazon with
adequate understanding of business environment that will aid them to formulate different
decisions with respect to operations by carried out by them. It leads them to develop strategic
thinking which creates awareness related with threats to project.
As per Afonina Anna (2015), the study was carried out to examine current levels of
strategic management tools as well as techniques for exploring and identification of their impact.
Along with this, a survey is carried out from distinct 91 firms. These tools and techniques can be
utilized by Amazon for marketing, operations, finance, human resource management and
planning & resource allocation (Oshana and Kraeling, 2019). Tools and techniques which are
involved within management of operations aids to make sure that firm can have a competitive
edge.

Illustration 2 Strategic Analysis Tools and Techniques
There are wide range of strategic management tools like analysis of customer satisfaction,
cost-benefit analysis, critical success factors and various others (Afonina, 2015). As per the
researcher, it has been identified that SWOT analysis is being utilized by firms mostly for
identification of overall impact on their profitability by carrying out analysis by taking into
consideration their strengths, weaknesses along with opportunities they can avail from this and
threats aid them to formulate the decisions with respect to conditions that prevail within the
market. The emphasis is laid on carrying out analysis of different factors which creates an impact
on performance of firm (Clarkson, 2019).
By going through above research journals, it has been identified that SWOT analysis is mostly
used by organization as a strategic analysis technique (Prakash and Prakash, 2019). This will aid
Amazon to acknowledge business in an enhanced manner by addressing weaknesses by
deterioration of threats and capitalizing opportunities which they have. Furthermore, it will also
assist them within development of their goals along with strategies for attaining them (Pathak,
Krishnaswamy and Sharma, 2019). The elicitation techniques which are being utilized

organization for gathering information related with data of customers. It will aid Amazon to
identify requirements of their customers as this assist within relevant information through which
they can furnish their services accordingly (Salleh and Nohuddin, 2019). The literature review in
context of elicitation techniques have been mentioned beneath:
As per Morgan Masters (2020), it is crucial ability of business analyst to analyze
requirement analysis or elicitation. The requirements must be elicited and it has to be done in a
logical manner. This involves techniques like brainstorming, document analysis, interviews,
prototyping, questionnaire and many others (The Top Five Go-To Requirements Elicitation
Methods, 2020). The purpose of collecting stakeholders for brainstorming through which
numerous new ideas can be produced as well as derive from themes for carrying out further
analysis is defined as brainstorming. A document analysis comprises of collection as well as
reviews all existent documentation which is pertinent to business objectives and may possess
data associated with adequate solution. Interview will furnish analyst with opportunities for
discussing in-depth thoughts of stakeholders to have their perspectives along with feasibility of
probable solution (Sousa and Rocha, 2019). Prototyping is valuable for stakeholders like
business owners as well as end users who may not have adequate understanding of requirements
with respect to technical aspects. Questionnaire denotes a research instrument which comprises
of series of questions through which information can be collected from respondents (Setiawan,
2019). Within Amazon analyst of project will identify which method will enable them to gather
adequate information through which success of project can be ensured.
Questionnaire for Amazon:
1. Are you aware about services delivered by Amazon?
a. Yes
b. No
2. How often you opt for services furnished through Amazon?
a. Rarely
b. Frequently
3. Does the product rendered by Amazon provides a value for money?
a. Yes
b. No

4. What are the major reasons that shopping from Amazon is preferred?
a. Less prices
b. Fast delivery
c. Good quality
5. What is uniqueness offered within services of Amazon?
a. Transaction security
b. Quality products
c. Exchange policy
d. All of the above
As per information gathered by literature review with respect to elicitation techniques it
has been identified that there are various methods that can be utilized by Amazon for ensuring
success of their project. Both strategy analysis techniques as well as elicitation will furnish firm
with adequate features (Ali and Yaseen, 2019). They can formulate strategies by taking into
consideration different aspects furnished by strategy analysis techniques. Elicitation techniques
will assist with gathering of information so that accordingly services can be provided to probable
customers.
Critical analysis of the techniques
Different tools and methods have been identified in above section, but business analyst of
Amazon need to identify the best that will enable them to have adequate results. Strategy
analysis technique denotes methods or tools through which firm can analyze different factors
which may hamper or create a relevant impact on functioning of firm (Ektoros, Gregoriades and
Georgiades, 2019). With respect to this, these techniques have been illustrated beneath:
SWOT Analysis:
Advantages:
 This enables firms to analyze business in an effectual manner that will aid within
development of goals as well as strategies for attaining them (Köseoglu and et. al, 2020). SWOT analysis aids firm within taking edge from their strengths by minimizing threats
that may be encountered by them.

Disadvantages:
 By making use of this technique issues cannot be prioritized and furnishes loyts of
information which may not be required. It does not provide alternative solutions through which decisions can be made but
provides various ideas (Giraldo and et. al, 2019).
Pest Analysis:
Advantages:
 It furnishes deep understanding with respect to country in which they are delivering their
services along with cost effectiveness is rendered. Pest analysis provides the scrutiny of external environment and opportunities are often
external which provides a means to firm for expanding their businesses (Oshana and
Kraeling, 2019).
Disadvantages:
 As market and technology are evolving at rapid pace, it becomes complicated for
management to foresee developments which will impact growth of firm. Due to cost as well as time involved in this, users are restricted to quality of external
information (Prakash and Prakash, 2019).
Customer Satisfaction Analysis:
Advantages:
 This illustrates the commitment of organization towards their customers which enables
them to retain for longer time frame. Up-to-date feedback can be attained that will enable firm to acknowledge exact
requirements of their customers (Pearlson, Saunders and Galletta, 2019).

Disadvantages:
 Anonymity issues as customers may feel that they are being tracked due to which they
may not share their information. Customers may be burnout due to too often surveys which may lead to lower satisfaction
scores irrespective of enhanced business model (Salleh and Nohuddin, 2019).
Elicitation techniques enable organization within gathering of information by taking into
consideration requirements of their stakeholders (Strutynska and et. al, 2019). These techniques
are specified beneath:
Brainstorming:
Advantages:
 Brainstorming will aid business analyst within formulation of new ideas as it fosters
camaraderie. It brings in creativity while delivering or bringing in new services within the market place
as it enables to think critically (Logan, 2020).
Disadvantages:
 It is always not effective as it sometimes lead to fights as well as arguments as people are
being judged on the basis of ideas given by them. This is not considered as appropriate choice as people may hesitate while speaking in a
group but this does not means that they do not have excellent ideas (Setiawan, 2019).
Interviews:
Advantages:
 Interview leads firm to gather primary information that is completely fresh and new
which will create a relevant impact on their operations (Richards and et. al, 2019).

 It furnishes flexibility for the interviewers and respondents can be judged on the basis of
their non-verbal behavior.
Disadvantages:
 There is a less anonymity for persons who are being interviewed and is a concern for
many of them (Berisha Qehaja, Kutllovci and Shiroka Pula, 2017). It is a time taking method as well as more costly as adequate stakeholder of firm have be
interviewed for having information.
Questionnaire:
Advantages:
 It is an inexpensive method which provides firm with practical way for gathering data
and attain quick results. Through questionnaire firms can collect information from wide range of audiences means
provides scalability and easy analysis method (Yin and et. al, 2019).
Disadvantages:
 There is a high probability for dishonest answers and will also lead firm to have issues
while analyzing them. Questionnaire can also create an interpretation issue, survey fatigue and accessibility
issues (Afonina, 2015).
Recommendations
Wide research has been conducted with respect to strategy analysis techniques and
requirement elicitation techniques. From discussion which has been made, it can be
recommended that, in context of Management information system that is being utilized by
Amazon, they can opt for SWOT analysis with respect to strategic analysis technique (Sabherwal
and Steelman, 2019). The reason behind this is that it will aid firm to analyze both their internal
capabilities along with external environment. Strengths will lead them to determine their strong

points which make them capable to deliver enhanced services to large audiences (Zheng, Zheng
and Li, 2019). A weakness illustrates the aspects which they lack and they need to be improvised
as this can have affirmative impact on overall productivity of the organization. On the other
hand, opportunities will enable them to identify the entities that will provide them with
alternatives for enhancing overall profitability. Threats imply probable troubles which might be
faced by Amazon in future, by predicting those entities firm can formulate strategies to deal with
hardships.
With respect to elicitation techniques, questionnaire will be an apt method as it do not
require more time and is also not an expensive process. With respect to Amazon, they can
develop a questionnaire in which they can ask multiple questions they want to have answers to
along with a section for recommendation in which individuals can give their opinions (Shen and
Han, 2019). Basically, through this, firm will be able to have adequate information with respect
to queries they have. It will enable them to acknowledge what customers are looking forward
from their products or services.
Conclusion
From above it can be concluded that, while opting for business analysis firm need to identify
method through which they can have significant impact on operations and services furnished by
them. From wide list of techniques or methods they have, firm can shortlist those which they
think will provide them precise results. For this firm has determine strategy analysis as well as
elicitation techniques as it will enable them to formulate strategies by effectual gathering of data.

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Online
The Top Five Go-To Requirements Elicitation Methods. 2020. [Online]. Available through:
<https://www.modernanalyst.com/Resources/Articles/tabid/115/ID/2483/The-Top-Five-
Go-To-Requirements-Elicitation-Methods.aspx>.