BUS 2043 Report: Amazon's Business Management and Strategies

This report delves into the business management practices of Amazon, the global e-commerce giant. It examines Amazon's customer-centric approach, strategic planning, and organizational structure. The report analyzes key management functions including planning, organizing, leading, and controlling, highlighting how Amazon utilizes these functions to achieve its goals. It explores strategies for enhancing product offerings, providing customization options, and leveraging technology like drone delivery to improve customer satisfaction. The report also discusses Amazon's leadership styles, including the transformational and charismatic approaches of CEO Jeff Bezos. Furthermore, it assesses how Amazon uses human resource management, personal relations, and media strategies to strengthen its brand image and maintain its competitive advantage in the e-commerce market, along with references to relevant literature on the subject.

Amazon
Business Management

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Table of Contents
Part 1........................................................................................................................................................................... 2
References................................................................................................................................................................. 5

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Part 1
Amazon is a behemoth e-commerce platform which offers millions of products and services
in more than 188 countries across the globe. Along with this, organization also offers
international shopping for certain products in those countries where company is not yet
present. With 12 registered offices in different countries, organization has marked its
presence as the largest e-commerce platform across the globe in terms of market
capitalisation. Amazon’s CEO believes in expanding their product and service offering
regularly with the objective of enhancing their customer base as well as to retain their
existing and potential customers. In relation with the attainment of sustainable growth and
overall development, organizational management has decided to revise their strategies
along with the revision of management functions in order to ensure efficiency and
effectiveness of the business operations along with developing coordination amongst the
employees and management (Sijbom, Janssen & Van Yperen, 2016).
With regards to their operations, organizational vision is to “be the earth’s largest customer
centric company”. In relation with this, organization has adopted effective set of strategies
in order to make their products and services on the basis of their customer segment’s
needs for the objective of enhancing customer satisfaction. With the objective of ensuring
effectiveness and efficiency of the business operations along with developing coordination
amongst the employees with the professional managerial skills, following management
functions will be used:
 Planning: This management function is considered as the process of forward
looking. This plan requires active participation from all the employees and
management to form appropriate and effective plans to attain desired goals and
objectives. Amazon’s primary motive, objective, goal and vision is to satisfy
customers’ needs and with regards to this, there are several options available for the
organization from which one of the appropriate plans could be adopted. Following
plans could be adopted for attaining customer satisfaction:
 Enhancing product and service offerings

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 Providing customisation options to its customer segments
 Launching drone delivery system in order to enhance the positive image of
the organization amongst the target audience (Kerzner & Kerzner, 2017).
Apart from this, organization could also move towards offline market by
launching their physical stores in order to enhance customer engagement with
the organization. Along with this, it is necessary for the organization to focus on
the quality of their products to maintain their acquired position along with
gaining competitive advantage in the target market.

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 Organising:
(Figure 1: Organizational Chart of Amazon)
 CEO: Jeff Bezos is the CEO of Amazon Inc. With his unique thinking, behaviour
and effective leadership styles, today, Amazon has acquired leading position
in the global e-commerce industry. Amazon was founded in 1994 by Jeff
Bezos and in the initial times, books were sold from a garage and today,
organization sell millions of products over internet and this has also make
the company’s CEO’s dream true of selling everything on internet (Bilgihan,
et. al., 2014).
 HR Officer: Human Resource Management plays vital role in developing
coordinating employees with the management. HR management of Amazon
promotes work life harmony and in relation with being the earth’s most
customer centric company, HR managers provide training and development
sessions to meet with their customers’ needs and demands.
 Personal relation: This department plays vital role in terms of making the
organizational relations better with their existing and potential customers.
This also helps the organization to build brand image in the target market.
Integration of effective media strategies are adopted by the organization for
making effective relations with the customers.

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 Leading: From top level management to middle level management,
transformational, charismatic and transactional leadership styles are being
practiced. Apart from this, other leadership styles are being adopted by the leaders
in the organization on the basis of situation and on the basis of organizational
requirements. Jeff Bezos is counted in the top thirty richest men across the globe
and the major reason behind this achievement their transformational and
charismatic leadership approach. This has helped Jeff Bezos to convince their
subordinates to walk on the same path as showcased by him.
 Controlling: This is one of the most effective and significant management functions.
In this function, all the previous functions are reviewed to compare the results
obtained till now with the expectations so that appropriate measures could be
adopted through which expectations could be met. Amazon’s primary goal is to be
the earth’s most customer centric company and if the set plans will fail, alternative
measures will be adopted to reach to the desired destination (Pang, 2016).

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References
Bilgihan, A., Okumus, F., Nusair, K. and Bujisic, M. (2014). Online experiences: flow theory,
measuring online customer experience in e-commerce and managerial
implications for the lodging industry. Information Technology &
Tourism, 14(1). 49-71.
Kerzner, H. and Kerzner, H.R. (2017). Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Pang, J. (2016). Research on E-Commerce Applications Based on Neural Network. Journal of
Computational and Theoretical Nanoscience, 13(8). 5227-5230.
Sijbom, R.B., Janssen, O. and Van Yperen, N.W. (2016). Leaders' achievement goals and their
integrative management of creative ideas voiced by subordinates or
superiors. European Journal of Social Psychology, 46(6). 732-745.