Report on the Integration of Business Functions at Amazon: Analysis

This report provides an analysis of Amazon's business functions, focusing on the integration of various departments such as marketing, operations management, and human resource management. It begins with an introduction to Amazon, highlighting its e-commerce dominance and the reasons for selecting the company for this study. The main body of the report examines the impact of strategic changes on Amazon's leadership, structure, and culture, specifically focusing on initiatives like the Prime subscription service and the adoption of Artificial Intelligence (AI). The report also explores how these changes have influenced the organization's competitive advantages and customer relationships. The report further discusses the role of business functions in the context of Amazon's operations, including marketing strategies, operational efficiency, and human resource management practices. Finally, the report concludes by summarizing the key findings and offering reflections on the concepts, theories, and models applied in the analysis.

INTEGRATION
OF
BUSINESS FUNCTIONS

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
Introduction of organisation and reason for choosing it..................................................................3
Effect of changes on leaders and time frame and how it influence the organisation.......................3
Application of concepts/theories /models. Reflection and critique of concepts/theories/models
and application.................................................................................................................................4
The role of business in the following :............................................................................................8
CONCLUSION....................................................................................................................................9
REFERENCES.....................................................................................................................................9

INTRODUCTION
Business function refers to the different operations which are performed by an organisation,
so that they can gain some profitability and also can attain their goals and objectives. For an
organisation, it is very important to make a proper integration between their different business
functions. In present essay, Amazon has been chosen, which is an American e – commerce website
and use to deal in retailing of ample number in various parts of world. This essay will help in
explaining the changes that took place in their strategic leadership, structure, culture, market forces
and environment (Akter and et. al., 2016). Along with this, a discussion will take place on different
business functions like, marketing, operations management, human resource management.
MAIN BODY
Introduction of organisation and reason for choosing it.
Amazon is very popular and also biggest e - commerce web site in the world, they use to
provide their products and services in different corners of world. It was founded by Jeff Bezos in
1994 and their head quarter is at Washington, U. S ( Brannen, Piekkari, and Tietze, 2017). The
growth of Amazon in last 10 years was very fast and impressive, this was only possible because of
the changes took place in their strategies which helped them in taking proper direction and
management to their strategies. The main reason behind choosing this organisation for completing
the essay is, the changes that took place in their strategies and strategic direction which helped their
leaders in adopting effective leadership styles. This also help them in making proper structure for
their organisation along with good working culture and environment for their employees.
Effect of changes on leaders and time frame and how it influence the organisation.
Amazon have made several change in their strategies in last 10 years, by which help them in
being very successful ( Breunig, Kvålshaugen and Hydle, 2014). Making some change in their
strategies, lead them in gaining several competitive advantages and also help them in wining the
confidence of their customers, by which they have become the most trusted organisation in the
world. Some strategies change which are made by Amazon are as follow :-
1. Prime as the hub of wheel : This was the strategy used by Amazon, in which they have
decided to free home delivery of products to their subscribed customers and also provide
several benefits to these customers. For this, they use to charge some cost, but then also this
help them in increasing the number of their subscribers by about 100 millions. This also help
them improving their leadership style, so that they can handle and manage huge number of

customers. For maintaining the huge number of customers, some time it goes very important
for organisation to make changes in their leadership so that they can provide those things
which are only beneficial for customers but not for organisation.
2. Artificial intelligence : This is the strategy in which Amazon has decided to make their
products which uses Artificial intelligence in working of them ( Buckley, 2014). Under this,
they have designed Alexa, which is an speaker along with some feature associated with
artificial intelligence (Strategic change in Amazon, 2018). For this, they have decided the
time frame in which they have to build that products and have to launch it, but the promos of
speaker make the customers very much in favour of them and also increase the demand in
pre launch booking of Alexa. This lead the organisation in making changes to their strategies
and in time frame which they have designed for launching the products. This help the
organisation in gaining additional profits by providing the products before time to their
customers.