PREL2101: Amazon's Mission, Vision, and Values Analysis

This essay provides an overview of Amazon, analyzing its mission, vision, and core values, and how these elements have contributed to its success as a leading e-commerce company. Founded by Jeff Bezos, Amazon's mission is centered on being the most customer-centric company, offering a wide range of products and services. The essay highlights the importance of customer satisfaction, innovative strategies, and a strong organizational culture in driving Amazon's global dominance. It further emphasizes Amazon's commitment to customer retention, continuous improvement, and the use of advanced technology to meet customer expectations, ultimately solidifying its position as an international leader in the e-commerce sector.

Running head: AMAZON: ITS MISSION, VISION AND VALUES
Amazon: Its mission, vision and values
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1AMAZON: ITS MISSION, VISION AND VALUES
An overview of the organization
The chosen organization for the paper is Amazon, Canada which has as its parent
company, the ecommerce giant, Amazon (“Amazon.ca”, 2018). The company was founded in
the year 1994 by Jeff Bezos, and since then Amazon has completely revolutionized the online
retail sector. The company runs it global operations from its headquarters located in Seattle,
Washington. Going by market capitalization and revenue generation, it would be suffice to
say that Amazon is indeed one of the largest ecommerce or online retailing businesses in the
world at present. Amazon had initially begun its journey as a virtual store for books;
however, Bezos had his eyes on the bigger picture and soon expanded his horizons and the
company ventured into a number of sectors. Today, Amazon sells an array of products
ranging from apparel and electronics to even food products in over 13 countries
("Amazon.com”, 2018).
Amazon: Its values, mission and vision
On July 5th, 1994 Jeff Bezos registered his company under a different name before
eventually settling on “Amazon”, because he felt it sounded exotic and held a degree of
enigma – something that he wanted his company to represent as well. Similarly, Amazon’s
logo, which is deceptively simplistic, actually holds the company’s mission statement as well.
The logo contains a subtle arrow showing a curve from “a” to “z” – thus hinting at the fact
that Amazon sells every possible product from the first letter of the English alphabet to the
last. It is Amazon’s mission and vision that have enabled it to reach the heights it has attained
today. Moreover, its vision is driven by stringent policies and a robust business strategy that
takes into account the most crucial aspect of the ecommerce sector – the customer
(Venkatesan, 2017). Jeff Bezos founded Amazon with a vision to make it the most customer
centric company in the world – a one stop destination for people who seek to purchase goods

2AMAZON: ITS MISSION, VISION AND VALUES
online. He has also gone on record numerous times to state how the mission statement of the
corporation forms the underlying principle behind many of his decisions as a global leader
(Stone, 2013). The clarity with which the mission is implemented and executed in the day to
day functioning of the organization plays a key role in its success. Amazon’s corporate
mission signals the direction towards which the company is heading, and also hints at its
future (Ritala, Golnam & Wegmann, 2014). In addition, it also states both short term and
long term goals of the company and the strategy that is to be formulated for achievement of
the same.
The company’s vision highlights its role as the largest and most well known online
retail company in the twenty first century (Schmidt, 2014). While the company’s mission
throws light on the importance of customer satisfaction and the promise of top quality
products and services, the company’s vision statement proclaims its global dominance. An
analysis of Jeff Bezos’ vision would reveal three aspects. One, the global reach the company
has. Two, the wide range of products it sells catering to a huge target market and lastly,
customer service.
The core values which form the foundation of Amazon would be its guaranteed fast
and efficient customer service. The company is entirely driven by customer needs and
expectations. Consequently, the management at Amazon have earned the reputation of being
“customer obsessed.” Jeff Bezos has opined that without the loyalty of their customers
backing the company, Amazon would cease to hold the position it does today. As a result,
Amazon is continuously striving to come up with innovative ways of analyzing customer
satisfaction and preferences and to trace the changes or upcoming trends. The company does
not simply carve out strategies of attracting new, potential customers; Amazon believes that
customer retention is equally important. To ensure this, Amazon invests in both its workforce
and resources; only the best possible talent are recruited so as to enhance productivity. Also,

3AMAZON: ITS MISSION, VISION AND VALUES
Amazon has never shied away from being self critical – they are not afraid to admit their own
mistakes. Over more than two decades of service, Amazon has thus successfully gained the
trust of customers around the globe and has also been able to retain it. Thus it is safe to say
that the use of new and advanced technology, marketing campaigns, advertising strategies
and the organizational culture are all founded on a simple policy of exemplary customer
service. The mission, vision and the values of the company together point towards
international leadership in the ecommerce sector – a reputation that Amazon lives up to.

4AMAZON: ITS MISSION, VISION AND VALUES
References:
Amazon.ca: Online shopping in Canada - books, electronics, Kindle, home & garden, DVDs,
tools, music, health & beauty, watches, baby, sporting goods & more. (2018).
Retrieved from https://www.amazon.ca/
Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more.
(2018). Retrieved from https://www.amazon.com/
Ritala, P., Golnam, A., & Wegmann, A. (2014). Coopetition-based business models: The case
of Amazon. com. Industrial Marketing Management, 43(2), 236-249.
Schmidt, M. (2014). Amazon's Going the'Last Mile'. Quality Progress, 47(6), 10.
Stone, B. (2013). The everything store: Jeff Bezos and the age of Amazon. Random House.
Venkatesan, R. (2017). Executing on a customer engagement strategy.