The objective of this case study is to outline and provide a brief overview of Amazon.com’s (Amazon) mission, strategic direction, core competencies, relied technologies and their future impact of new technologies, and how management and use of consumer data will impact future business.
In addition, we have analyzed Amazon’s strengths, weaknesses, opportunities and threats in a SWOT analysis. Based on this analysis, and research, we have recommend a course of action as to how Amazon should respond to their weaknesses and threats and how best to leverage strengths to take advantage of available opportunities.
Amazon’s Mission and Strategic Direction
Amazon.com, Inc. is an internet retailer headquartered in Seattle, Washington founded by CEO Jeff Bezos. Their mission and strategy is quite simply “to offer Earth’s Biggest Selection and to be Earth’s most customer-centric company, where customers can find and discover anything they may want to buy online and [we] endeavor to offer our customers the lowest possible price.”1 And, if they can’t help they will point the customer to a site that can.
The company accomplishes this by operating six global internet sites: www.amazon.com, www.amazon.ca, www.amazon.de, www.amazon.jp, www.amazon.co.fr and www.amazon.co.uk. Through their zShops, auctions, affiliate program, Merchants@ and Amazon Marketplace programs, Amazon, and their sellers and partners, offer new and used collectibles and products in categories such as apparel...