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This report presents the results of an analysis of the - 2002 case (Goodson, 2003). The case provides data relevant to at the beginning of calendar year 2002. Financial and operational data provided in the case apply to 2001, 2000, and 1999.

The results of the case analysis are presented in several separated but related topical sections. The topical sections are as follows:

Existing mission, objectives, and strategies

Suggested vision and mission statements

EFE Matrix (external factors evaluation)

IFE Matrix (internal factors evaluation)

TOWS Matrix (threats-opportunities-weaknesses-opportunities)

Existing Mission, Objectives, and Strategies

The existing mission of is to provide in an online venue the information necessary to allow people locate and purchase anything they may want (assuming that what people want is not illegal or otherwise prohibited from sale).

Foremost among the existing objectives of is to achieve market leadership as a priority over the attainment of short-term profitability goals (David, 2003). Jeff Bezos founded in 1994. From the beginning, was a Web-based company that focused on B2C (business to consumer) operations. The company's Web site became functional in July 1995. By September 1995, sales at were averaging $20,000 per week. Operationally, developed features of Web-based marketing that have become standard practices throughout the Web-based marketing industry. launched its IPO 1997. At that time, the company remained a Web-based bookstore. In the following year, expanded its product offerings to include music, video, toys, and electronic products. The company also expanded internationally through the acquisition of Web-based book retailers in the United Kingdom and Germany.

Although was not earning a p...

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