Strategic Analysis: Amazon's Performance, Marketing, and Plans

This report provides a comprehensive business analytics overview of Amazon, examining its performance, competitive strengths, and marketing position. It identifies areas for improvement and proposes a strategic plan for maintaining a competitive advantage in the e-commerce sector. The analysis covers Amazon's vision, mission, objectives, strategies, and approach, including the marketing mix strategy (place, price, product, promotion). The report also reflects on the importance of business analysis, strategic management, human resource management, and marketing management for organizational development. It concludes that business analytics is essential for driving business growth and maintaining a competitive edge.

Business analytics

Table of Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
Performance of the company and competitive strength of Amazon...........................................3
Marketing position of Amazon...................................................................................................4
Areas of improvement.................................................................................................................4
PART A 2........................................................................................................................................4
Strategic plan for Amazon..........................................................................................................4
Analysis of company to gain competitive advantage..................................................................6
PART B............................................................................................................................................7
REFLECTION.................................................................................................................................7
CONCULSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In the era of stiff competition between different global and national companies it is
essential to develop business analytics with the help of strategic management. In order to gain
competitive advantage at the marketplace it is compulsory for a company to develop a precise
approach (Boldosova, 2019). In this report performance analysis of a business organisation is
performed in a systematic way along with competitive strength analysis. In this report marketing
strength of a company is also explained with a brief analysis. The project also covers areas of
improvement for the company along with strategic plan for the company. In this report a brief
analysis is also covered with a goal of providing competitive advantage to the company. This
project also covers a brief reflection on different areas and functions of the company. Amazon is
taken into consideration in this report as an example to better understand major topics. Amazon
was founded in the year 1994 and is a well known global e-commerce company all over the
world. The company was founded by Jeff Bezos and is headquartered in United States and
perform global operations all over the world.
PART A
Performance of the company and competitive strength of Amazon
The performance of a company depends on input given by different employees and
equipments in order to develop different functions and operations. Amazon is considered as a
multinational giant company which is performing well in different parts of the globe. The
company is dedicated to provide effective solutions to customers by quickly delivering the goods
and services which are in demand. Amazon is continuously developing different strategies in
order to achieve maximum output from different operations. Employee management and using
information and technology in different operations are the major competitive strength of the
company (Bayley, 2021). In recent times Amazon is also experiencing different obstacles in the
field of e-commerce but the company is majorly dedicated to provide effective services by
providing professional training to different employees. Amazon performs regular performance
appraisal of different employees in order to motivate them in a quick period of time. The human
resource management is major strength of the company which is dedicated to provide effective
employment related solutions in a precise manner.

Marketing position of Amazon
Amazon is currently upholding number one position in the global and domestic market
with relation to e-commerce industry. The company has hired professional marketing
management in order to deal with several consequences of sales development. Amazon has
developed tremendously in last 5 years in global market with the help of many different
operations and functions (Griva, 2018). In recent times Amazon is focusing on developing
business in many different companies with the help of strategic management.
Areas of improvement
There are many areas like financial and logistics management where Amazon can
improve in a major sense. Company needs to make strong financial department in order to
control accounts related operations in a major sense. Amazon has to hire skilled and trained staff
in global market to develop logistics management in order to perform distribution of products
and services.
PART A 2
Strategic plan for Amazon
Many different competitors in global market are entering in the field of e-commerce
sector which is important to be considered by Amazon. The company needs to plan with
different objectives at the marketplace in an effective manner to lead the marketplace. In this
competitive era it is important for a business to look on the strategic management and
implementation of strategy to gain business growth (Haywood, 2019). It is the major
responsibility of management to develop a strategy and train employees accordingly in order to
secure and maintain best position in the market. The following business plan can be implemented
at Amazon in order to achieve different marketing goals and objectives:
 Vision- The vision of a company is related to business aspiration which is very much
crucial for the business. Every business has separate aspiration which makes it unique at
the marketplace. Amazon is also inspired and motivated in the field of e-commerce
sector which is a major advantage. The company formulates different aspirations every
year with a purpose to dominate the market in an effective manner.
 Mission- The main mission of the company to establish as a global e-commerce giant
which is very much important. In different aspects of setting mission a company

develops a comprehensive plan which is essential for future purpose. A company can
achieve different development related goals with the help of appropriate mission setting
in business environment.
 Objectives- At the starting of every financial year a company formulates different goals
and objectives which are essential for business development. Amazon sets different
goals and objectives with the help of professional team in order to achieve them in a
specific time frame.
 Strategy- This is the major stage in business plan which is essential in development of a
business. A business needs to perform and develop a good strategy by organising
effective meeting with the help of professional staff members in order to gain
competitive advantage.
 Approach- It is compulsory for a business organisation to develop a critical approach
which is beneficial for business development in a short span of time. A business
develops approach which is beneficial for achieving short and long term goals. Approach
is the main plan or way of doing different operations and functions of a business with the
help of support system (Lee, 2020). Amazon particularly focus on support which is given
by top level management in order to develop the best approach at the marketplace.
 Tactics and actions- It it essential for a company to take necessary actions and steps
which are there to support different strategies. Actions are taken by top level and lower
level management in a precise manner to gain competency edge. The different
techniques and actions which are necessary for business development are to be taken
with the help of different leaders in business to increase growth and revenue.
Marketing mix strategy
 Place- It is considered as the geographical location selected by a business to sell different
products at the marketplace. It is the major responsibility of marketing management of a
company to select best place for selling different products and services at the
marketplace. Amazon has selected website as a source of distribution of different
products which is important in selling goods and services in quick manner.
 Price- The price is considered as major element in marketing mix strategy which is
helpful in overall growth of a business. Price is referred to final value of a commodity
produced by a business. Amazon try to set best and effective price for its products and

services in order to attract large number of customers. The price is considered as main
element which is beneficial for growth of whole company thus it is essential for a
company to maintain effective and reasonable prices. Amazon also try hard to provide
different products and services to different customers with huge discounts.
 Product- Product of a company is majorly considered as the final output produced by a
company in order to sell it to different customers (Ramanathan, 2017). It is essential for a
company to maintain precise quality in products and services in order to attract different
customers. Company can also focus on production and quality management to provide
effective and efficient products.
 Promotion- It is essential for a company to promote its value in the market for better
growth and development. Amazon also focus on different advertisement and media usage
for promotion of its products and services. All across the globe Amazon performs huge
investment in the market to advertise for different products and services at the market
place.
Analysis of company to gain competitive advantage
It is essential for a business organisation to develop different qualities and techniques
which are essential in providing competitive advantage to the company. It is the major
responsibility of a business to follow major rules and regulations which are formulated by top
level management to gain competency edge. Company can take support of strategic management
and also can take effective of human resource management to develop different approaches
which are effective for the company (Rana, 2021). It is the major responsibility of top level
management to develop a precise business strategy and decide period of time in which goals are
to be achieved. The following are ways through which Amazon can gain competitive advantage:
 Performance appraisal- The company has to focus on performance appraisal in a
precise manner in order to achieve different organisational goals. It is compulsory for a
company to majorly focus on performance development in order to achieve business
targets on time. It is the major responsibility of Amazon to give duty to human resource
management to appraise performance of every employee time to time.
 Information and technology- In the functioning of a business organisation in today's
competitive world many different companies take support of information and technology.
Amazon must use advanced computer systems and software in order to develop a critical

approach at the marketplace. It is compulsory for a company to take support of
information and technology in order to perform accurate and faster operations. Amazon is
an e-commerce company so it should install latest technological software for providing
safe and quick services to different customer. The company should take support from
professional team of IT experts to sell products and services with different techniques of
information and technology.
 Organisational roles and responsibilities- It is important for a business to develop
effective roles and responsibilities which are essential for business growth. The different
roles and responsibilities in a business entity should be allotted to each and every
employee according to the strength in order to gain competency edge in different
organisational functions (Wang, 2019). A company has to focus on different functions
performed by different employees in order to evaluate performance of employees.
Allotting different roles and responsibility to employees is major function of management
that is essential in development of whole organisation.
PART B
REFLECTION
I understand from this module that it is essential for a business organisation to follow
professional analysis of the business in order to gain market growth. According to me it is
essential for a business organisation to perform external and internal environment analysis in
order to know and judge different surroundings. It is essential for a business to develop a
professional and skilled strategy with the help of professional strategic management in order to
gain competitive strength. In my views a company has to hire professional and trained workers
related to human resource management for overall development of the organisation. I consider
that it is essential for a company to keep a good and intelligent staff in marketing management
for increasing sales of the company. The marketing management should keep an eye on
production management in order to produce quality related goods and services. I have learnt that
communication and time management skills play a major role in business development as they
make a person effective and efficient. It is major responsibility of top level management to keep
an eye on major operations from time to time in order to develop different aspects of
management. A company has to keep an eye on its logistics and supply management in order to

perform different operations related to goods distribution. I learn from this module that it is
compulsory for a company to define proper roles and responsibility for every employee in order
to develop precise organisation related functions.

CONCULSION
From the above stated report it can be concluded that a business analytics play a major
role in development of a business. It is the major duty of strategic management to design a
proper strategy for business organisation in order to achieve different organisational goals.
Business analytics is a major term which facilitates top level management to bottom level
management in order to develop different functions in a precise manner for employee
engagement. This project concludes that it is essential for an organisation to take support of
human resource management to perform different operations for futuristic development.

REFERENCES
Books and Journals
Bayley, T., Wheatley, D. and Hurst, A., 2021. Assessing a novel problem‐based learning
approach with game elements in a business analytics course. Decision Sciences Journal of
Innovative Education, 19(3), pp.185-196.
Boldosova, V. and Luoto, S., 2019. Storytelling, business analytics and big data interpretation:
Literature review and theoretical propositions. Management Research Review.
Griva, A., Pramatari, K. and Papakiriakopoulos, D., 2018. Retail business analytics: Customer
visit segmentation using market basket data. Expert Systems with Applications, 100, pp.1-16.
Haywood, M.E. and Mishra, A., 2019. Building a culture of business analytics: A marketing
analytics exercise. International Journal of Educational Management.
Lee, M., DeFranco, A. and Lee, J., 2020. Exploring influential factors affecting guest
satisfaction: big data and business analytics in consumer-generated reviews. Journal of
Hospitality and Tourism Technology.
Ramanathan, R., Duan, Y. and Cao, G., 2017. Adoption of business analytics and impact on
performance: a qualitative study in retail. Production Planning & Control, 28(11-12), pp.985-
998.
Rana, N.P., Chatterjee, S and Akter, S., 2021. Understanding dark side of artificial intelligence
(AI) integrated business analytics: assessing firm’s operational inefficiency and
competitiveness. European Journal of Information Systems, pp.1-24.
Wang, S., Yeoh, W., 2019. Harnessing business analytics value through organizational
absorptive capacity. Information & Management, 56(7), p.103152.