Corporate Mission, Business Nature, and Competitor Analysis: Amazon

This report provides a comprehensive analysis of Amazon's corporate mission, evaluating its key components such as low prices, product selection, and convenience. It adapts the mission statement to emphasize customer focus and examines the company's business nature, highlighting its e-commerce model and the strategies it employs to maintain its position in the market. The report identifies major competitors like Alibaba and eBay, comparing their corporate missions with Amazon's customer-centric approach. Furthermore, it explores whether Amazon was initially established with a customer focus or adapted over time, detailing the competitive advantages that have allowed Amazon to thrive in the online retail landscape, including its focus on superior customer value and online presence. The report concludes with a discussion of the mission statement's effectiveness and recommendations for future strategies.

AMAZON
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Contents
Introduction................................................................................................................................3
Corporate Mission of Amazon.com...........................................................................................3
Adapt mission statement to give it a client focus.......................................................................4
Describe business nature and identify serious competitors........................................................5
What are their corporate missions? How do they differ from the mission of Amazon
company?...................................................................................................................................6
Was your company established with a customer focus or has had to adapt?.............................6
Conclusion..................................................................................................................................8
Reference....................................................................................................................................9

Introduction
The competitive trend in business these days is multifaceted as well as dynamic by nature.
The companies just not depend on the competitive advantage since competition is strong and
organizations requires to depend on some extra-ordinary tactics as well as strategies to further
make the position safer from the current competition. With the growing technology, e-
commerce companies have been able to hover the market, which is available for the
customers for the online shopping when they are in immediate need of buying the product.
Corporate Mission of Amazon.com
“We strive to offer our customers the lowest possible prices, the best available selection, and
the utmost convenience.”
Adapt mission statement to give it a client focus
The mission statement of the company offers some promises and the first one is to become an
ideal e-commerce company which meet the customer’s demand. Following are the elements
or characteristics that can be recognised in the mission statement of the company: -
1. Low prices
2. Great selection
3. Convenience
Low price elements of the mission statement supervise the company’s pricing strategy. All
these kinds of low prices are actually the main point that makes the organization’s website
and services successful. Another additional strategic goal is to decrease the overall
operational costs1. The mission statement of the company also highlights to form the best
1 Bradon, A. Clark Aaron , and Craven J. "It is Free and Always Will Be-Trading Personal
Information and Privacy for the Convenience of Online Services." arXiv preprint
arXiv:1804.08491 (2018).

kind of selection. The presence of the huge variety of the products on the organization's
website is an important element that gains the attention of the consumers. In addition, the
company's mission statement focuses on the overall convenience of people. The element of
convenience is a most common factor that customers utilise in reviewing the overall quality
of the online retail-based services.
Following is the detailed discussion
Focused on the consumers: in the end, the overall success of the company as the main or
leading internet-based retail organization in the world is because of a part which unwavering
dedication to the mission and the routine implementation of it. The mission, as well as the
vision of the company, covers the aim to become the most consumer-centric organization, to
build a place where people can come to evaluate as well as discover any element that anyone
may want to purchase on the website. As per the recent survey the company was named as
number one at least in areas like corporate reputation. The organization was established in the
year 1994 by Jeff Bezos and the headquarter of the company as mentioned is in Seattle.
Initially, the company established an online bookstore targeting college students. With time,
the company started adding other products as well as electronics, home products, jewellery
and furniture2. In the current time, the mega-retailers also sell out anything that consumer
may want on the website. There are a number of people for whom the company could only
sustain during the dot-com bubble, however, the company was able to survive and become
the largest retailer in the US. Over the period of time, the organization also get many another
2 Arnett, Jesse, Goldfinch B, and Chinta R. "Multi-dimensional nature of innovation at
Amazon." International Journal of Business Innovation and Research 15.1 (2018): 1-13.

kind of retailers and now companies like Goodreads, Zappos and many more are part of it.
The company was also able to launch its own line of products like Kindle, Echo, Amazon
Prime and Fire tablets.
Describe business nature and identify serious competitors
The company lays down a strategy which focuses on growth based as well as vigilant and
approach which is also diagnostic by nature. The complete selection of low pricing features
to get the consumers online is actually the main strategy of the company. The company has
always taken a wise decision in forming strong kind of coalitions with the number of online
searches which can be enabled to make the best usage of the current affiliation strategy with
the motive to make the online attendance far more crucial3. To maintain its position in the
market, the company like any other successful company has gone in the direction to
accomplish the best recognition for the sake of its name. It is established as a brand and is
also based on winning the loyalty of the consumer by removing all the messed elements
related to online retail business. To also gain the ability to maintain as well as sustain the
current strategic position, the company has collaborated with the mix of the strategy,
competitive gain4. This is done by maintaining the equilibrium via coalition strategy that can
provide and also widen as well as broaden the product base of the consumer that build trusted
culture on the website via the provision of customized, personalized services and get
3 Dutt, Nilanjana, and Vidal E. "Buy Low Sell High: Corporate Strategy and Product Portfolio
Change." Academy of Management Proceedings. Vol. 2015. No. 1. Briarcliff Manor, NY
10510: Academy of Management, 2015.
4 Galpin, Timothy, Whitttington J Lee, and Bell Greg. "Is your sustainability strategy
sustainable? Creating a culture of sustainability." Corporate Governance 15.1 (2015): 1-17.

feedback to stay well connected with people. The company function on the basis of three
important segments which are electronics, median and in the end merchandise.
1. In the media section, the company has the competition with websites like eBay, or
media strong competitors Netflix, Apple with iTunes, Time Warner Cable, Google
with the current play store and many other media interactive firm like QVCB.
2. A company like Amazon has many competitions in the segment like electronics and
general level merchandise section, many of them are based on brick and mortar retail
spaces, consisting Best Buy, Target, Staples, Walmart and Delia and many more. The
online competition comes from many electronics and common merchandise sections
consisting Alibaba company, Overstock.com, Wayfair Inc. and JD.com and many
more 5.
3. The third is the operating segment, the company here compete with many largest
companies in the world consisting CDW, Insight Enterprises, PC connection,
Accenture and many more.
What are their corporate missions? How do they differ from the mission of Amazon
company?
The competitive companies like Alibaba focus on making it easy to do the business
anywhere. They are able to enable the business to transform the way they can market, handle
the selling and then operate it6. The fundamental technology infrastructure with the effective
5 Kareklas, Ioannis, Muehling, and Weber T.J.. "Reexamining health messages in the digital
age: A fresh look at source credibility effects." Journal of Advertising 44.2 (2015): 88-104.
6 Kramer, Markus. "Brand purpose: The navigational code for growth." Journal of Brand
Strategy 6.1 (2017): 46-54.

marketing reaches to help the merchants is done effectively with brands and other business. It
is important to leverage the power of the internet to engage with the customers and the users.
The corporate mission of eBay is to connect the different buyers and the sellers around the
work with empowering the people and then creating the economic opportunity for all. Here,
the world is to shop, sell and then give with focus on the favourite destinations for
discovering the great value and the unique selection patterns. The company indicates the
business operation which includes the offering of the online auction services and other related
products7.
Considering the change of the consumer perspectives, Amazon focus mainly on the success
which is attributed to the stringent measures to ensure that there is assurance of the direction
towards the desired future and the business conditions. The goal of the company is the
customer prioritization and globalised reach with widest selection of products 8.
7 Mollan, Simon, and Tennent K.D. "International taxation and corporate strategy: evidence
from British overseas business, circa 1900–1965." Business History57.7 (2015): 1054-1081.
8 O’Brien, Ingrid M., et al. "Co-creating a CSR strategy with customers to deliver greater
value." Disciplining the Undisciplined?. Springer, Cham, 2018. 89-107.

Reference: https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/
sites/greatspeculations/2015/10/09/a-comparative-look-at-the-valuation-of-amazon-
alibaba-and-ebay
Was your company established with a customer focus or has had to adapt?
The competitive advantage offered by the company cannot be imitated by any other company
and is based on reduced efforts in cost, maximum use of market trends along with
overcoming issues that are put forward by the competition. The tactics of the company are
based on growth and the current strategic intent which is based on the capacity to evaluate
and can be ingenious in every aspect of the current online retailing. The company is
encouraged to be the main or potential online retail-based organization that pursue the
strategy to boost the market share in the current online business case. The company is

recognized as highly reputed organization showing assorted products to a number of potential
consumers where the strong establishment of competitive gain has lead the competition to
establish it as a benchmark 9.
To sustain or accomplish the competitive gain, there must be some efforts which increase the
revenue-based which is rather based on boosting the overall revenues. The formula is to trap
the customer trust and associated factors by developing a trust related online retailing and
provision of the continuous and positive option. The company to sustain the edge in
competition has focussed on the online presence in a more visible manner by making right
kind of coalitions10.
Superior consumer value
The concept of consumer value is highly discrepancy which occurs between the perception of
consumer-related to product and what one actually achieves out of a product. To accomplish
the overall dignity as well as the fame of being higher or bigger online retailers worldwide11.
The company here chase success which merge the overall efforts that are able to yield the
core value of the present revenue structure however also increased level competitive
reputation and this can be done via developing value for the consumers. In order to strive for
9 Pirson, Michael, Kirsten Martin, and Bidhan Parmar. "Formation of stakeholder trust in
business and the role of personal values." Journal of Business Ethics 145.1 (2017): 1-20.
10 O'Neill, Patrick B., and Dana Michael Harsell. "How do business and government interact?
Combining perspectives from economics, political science, public administration, and
practitioners." American Journal of Business Education (Online) 8.2 (2015): 161.
11 McManners, Peter. Corporate strategy in the age of responsibility. Routledge, 2016.

the best kind of reviews from consumers, the company give single or personalized service
and fulfill order indirect manner12.
The company is also taking best action in winning the heart of the consumers by providing
them the right product with authenticity13. It is based on showing online surfing with the help
of customer buying more based on mentioned limits which are offered the low prices,
therefore, fosters the customer answers in the direct procurement of product. With this, it is
able to handle the provisions based on credit card safety for the online purchase14.
The company, the strategic intent is based on broadening the support for consumers by
interacting with them and their mind with a strategy like low prices. This is continued with
further sustainability of the cost factor and supported by the company’s affiliation strategy
that is very supportive for maintaining the reputation of the company.
Conclusion
The mission statement of the company can be considered as satisfactory and it is also based
on best kind of practices in growing mission statement. For instance, including price,
selection of products, as well as the quality of the services, assisted in defining the strategic
method of this e-commerce organization15. But, it is advised that the features of the nature of
12 Rothaermel, Frank T. Strategic management. McGraw-Hill Education, 2015.
13 Chiu, Harrison, et al. "Company Synopsis." (2017).
14 Ritala, Paavo, Golnam A, and Wegmann A. "Coopetition-based business models: The case
of Amazon. com." Industrial Marketing Management 43.2 (2014): 236-249.
15 Wulf, Anna, and Lynne Butel. "Knowledge sharing and innovative corporate strategies in
collaborative relationships: the potential of open strategy in business ecosystems." International
Conference on Decision Support System Technology. Springer, Cham, 2016.

the business like its e-commerce-based nature, must consist the mission statement of the
company. These kinds of characterization assisted in specifying the strategies for the current
online or websites-based retail organizations.

Reference
Adams, Brandon, Aaron Clark, and Josh Craven. "It is Free and Always Will Be-Trading
Personal Information and Privacy for the Convenience of Online Services." arXiv preprint
arXiv:1804.08491 (2018).
Arnett, Jesse, Brion Goldfinch, and Ravi Chinta. "Multi-dimensional nature of innovation at
Amazon." International Journal of Business Innovation and Research 15.1 (2018): 1-13.
Chiu, Harrison, et al. "Company Synopsis." (2017).
Dutt, Nilanjana, and Elena Vidal. "Buy Low Sell High: Corporate Strategy and Product
Portfolio Change." Academy of Management Proceedings. Vol. 2015. No. 1. Briarcliff
Manor, NY 10510: Academy of Management, 2015.
Galpin, Timothy, J. Lee Whitttington, and Greg Bell. "Is your sustainability strategy
sustainable? Creating a culture of sustainability." Corporate Governance 15.1 (2015): 1-17.
Kareklas, Ioannis, Darrel D. Muehling, and T. J. Weber. "Reexamining health messages in
the digital age: A fresh look at source credibility effects." Journal of Advertising 44.2 (2015):
88-104.
Kramer, Markus. "Brand purpose: The navigational code for growth." Journal of Brand
Strategy 6.1 (2017): 46-54.
McManners, Peter. Corporate strategy in the age of responsibility. Routledge, 2016.
Mollan, Simon, and Kevin D. Tennent. "International taxation and corporate strategy:
evidence from British overseas business, circa 1900–1965." Business History57.7 (2015):
1054-1081.