External and Internal Factors

1608 WordsJun 22, 20057 Pages
Abstract 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…show more content…
The site loads quickly, is easily navigated, allows the customer to instantly see an array of products, and provides a host of other customer driven enhancements designed to drive customer satisfaction. Amazon's site conveys to the customers they can have it their way, all day. And by placing its image on everything it touches Amazon continually reinforces its brand, making it one of the most recognized customer-centric brands in the world. Amazon's Management & Use of Consumer Data Part of Amazon's asset is their data warehousing capabilities and its effective use of that data. Their data warehouse contains information on people who shop at Amazon.com and its sister and affiliate sites and is driven on internally developed software. Amazon uses this information to continue their building of customer relationships, evaluate market trends and to conduct business transactions. Amazon's main concern will be making sure it has the computer systems to house the massive amounts of data it collects from customers. With the recent change in its warehousing software and hardware (switching from Sun servers to the cheaper Unix servers) to keep up with growth, Amazon has made management and security of consumer data an important part of their overall business plan. SWOT Analysis & Recommended Courses of Action Strengths • Largest e-tailer with lion's share of the e-commerce market. •

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