EAPM4000 - Professional Communication: Amazon Strategies Analysis

This assignment analyzes Amazon's corporate communication strategies, focusing on internal and external communication methods, including the use of bulletin boards, design blogs, online survey portals, and brochures. It explores the importance of intercultural communication in setting the right culture, fostering teamwork, and enabling effective leadership. The analysis incorporates various intercultural communication theories, such as the Social Science (Functionalist) approach, face negotiation theory, and conversational constraints theory. The assignment also examines Amazon's mission and vision statements, and the role of intercultural communication in supporting them. Furthermore, it details Amazon's use of social media platforms like Facebook, Twitter, Pinterest, and Google+, and various communication tools such as real-time chat, and voice and video conferencing. The assignment concludes by discussing the effects of these communication processes, including reaching a wider audience, building employee bonds, increasing transparency, and promoting new products. References to relevant academic sources are also included.

Amazon corporate
communication
strategies

Theories of Intercultural
Communication
The intercultural communication theories that can be used are as
follows: -
 THE SOCIAL SCIENCE (FUNCTIONALIST) APP. ROACH
1. Face negotiation theory
2. Conversational constraints theory
 THE INTERPRETIVE APPROACH

Amazon Organization
Amazon is multi national organization that is mainly focused on
providing retail based services. The origin of Amazon is Washington.
 Amazon was founded in 1994
 Jeff Bezos is the founder of Amazon

Amazon communication strategies
Internal and External Communication Strategy
 Creation of Bulletin boards
 Creation of design blogs
 Setting up of online survey portals
 Distribution of brochures

Importance of intercultural
communication
Importance of Intercultural Communication are as follows: -
 Setting of the Right culture
 Better Teamwork
 Effective Leadership

Mission and Vision of Organization
Mission Statement: The main mission of Amazon is to save people’s money in
order to make their life better
Vision:
1. Become the organization to save money for customers on every section
2. To become the best retailer

Role of intercultural communication in
supporting mission and vision of Amazon
 Amazon has a huge diversity of employees and hence requires proper
intercultural communication for bettering the functioning process
 Proper transparency will be present in between the employees

Key ways that Amazon uses social
media
 Facebook: Amazon has 26 million fans and still increasing. Hence wise
communication with the mass gets easy
 Twitter: Amazon has 307,000 followers. Hence wise every new update
reaches the followers

Key ways that Amazon uses social
media
 Pintrest: Amazon has 12000 followers in Pintrest. Here they promotes
the product that are already launched or might be launched
 Google +: Amazon does not have much note worthy presence in
Google +. They have made only 2 updates since its launch.

Key ways that Amazon uses
different communication tools
Tools used by Amazon for communication purpose are as follows: -
 Usage of Real time chat tools
 Usage of voice and video conferencing tool
 Skype

Effect of Usage of Different
communication process
There are several benefits received due to usage of the different
communication process and they are as follows: -
 Reaching out to higher mass number
 Creating a better bond in between the employees
 Increasing transparency in functioning process
 Higher exposure to the newly launched products

References
 Kernbach, S., Eppler, M.J. and Bresciani, S., 2015. The use of
visualization in the communication of business strategies: An
experimental evaluation. International Journal of Business
Communication, 52(2), pp.164-187.
 Pearson, R., 2017. Business ethics as communication ethics: Public
relations practice and the idea of dialogue. In Public relations
theory (pp. 111-131). Routledge.
 Quirke, B., 2017. Making the connections: using internal
communication to turn strategy into action. Routledge.
 Zerfass, A. and Viertmann, C., 2017. Creating business value through
corporate communication: A theory-based framework and its practical
application. Journal of Communication Management, 21(1), pp.68-81.