Amazon.com

This report presents the results of an analysis of the Amazon.com - 2002 case (Goodson, 2003). The case provides data relevant to Amazon.com 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 Amazon.com 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 Amazon.com is to achieve market leadership as a priority over the attainment of short-term profitability goals (David, 2003). Jeff Bezos founded Amazon.com in 1994. From the beginning, Amazon.com 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 Amazon.com were averaging $20,000 per week. Operationally,

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major strength. Factor weights are multiplied by factor ratings to obtain weighted scores for each factor. The sum of the weighted scores is a company's IFE score. EXTERNAL FACTORS EVALUATION: AMAZON.COM, INC. - 2002 Key External Factors Factor Weight Response Rating Weighted Score Opportunities 1. The size (numbers of online shoppers) of the online shopping market is increasing globally .05 4 .20 2. The diversity of products acceptable to consumers in online marketing venues is increasing .10 4 .40 3. Increasingly, consumers are seeking shopping simplification (e.g., one-stop shopping) .15 4 .60 4. Projected global economic growth .05 3 .15 5. Increased computer penetration globally .15 4 .60 Threats 1. There is increasing competition in online marketing .15 3 .45 2. The threat of taxation on Internet-based sales remains alive, although presently it is being held at bay .05 2 .10 3. The performance of the United States economy (the largest online shopping economy) is characterized by spotty growth .10 4 .40 4. Increasing gap between rich and poor .10 2
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Approximate Word count = 2871
Approximate Pages = 11 (250 words per page)