Amazon Strategy

Topics: Strategic management, SWOT analysis, Marketing Pages: 64 (15998 words) Published: January 28, 2011
Group 8d Tutor: Paul Simmonds Candidate Numbers 719250 230316 787051 255769 268704 717398 415529 207314

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Tables of Contents
1.0 Executive Summary .............................................................................................. 3 1.1 Report objectives .............................................................................................. 4 1.2 The Strategic Drift............................................................................................. 5 1.3 Amazon.com Overview ...................................................................................... 6 2.0 Analysis ................................................................................................................ 7 2.1 External Analysis............................................................................................... 7 2.1.1 PESTEL Analysis ............................................................................................. 7 2.1.2 Industry and competitor analysis.................................................................... 10 2.1.3 Competitor Analysis ...................................................................................... 13 2.1.4 Global Internet Trends .................................................................................. 15 2.1.5 GE Matrix .................................................................................................... 17 2.2 Internal Analysis ............................................................................................. 18 2.2.1 The Value Chain ........................................................................................... 18 2.2.2 Resource Based View .................................................................................... 20 2.2.3 Financial Analysis ......................................................................................... 21 2.3 Summary of Analysis....................................................................................... 24 2.3.1 SWOT Analysis ............................................................................................. 24 2.3.2 Key strategic issues to be addressed............................................................... 24 3.0 Generation of options ......................................................................................... 26 3.1 TOWS Matrix ................................................................................................... 26 3.2 The Ansoff Matrix ............................................................................................ 27 3.3 Strategic Options ............................................................................................ 28 3.3.1 Strategic Option 1: Market Development ......................................................... 28 3.3.2 Strategic Option 2: Service Development ........................................................ 29 3.3.3 Strategic Option 3: Product Development ........................................................ 30 3.3.4 Strategic Option 4: Market Penetration in China ............................................... 31 3.3.5 Strategic Option 5: Market Development ......................................................... 32 3.3.6 Strategic Option 6: Market Development into Scandinavia ................................. 33 4.0 Choice process.................................................................................................... 35 4.1 Evaluative Criteria........................................................................................... 35 4.2 Evaluative Criteria........................................................................................... 36 4.3 Strategic Choice/Justification ......................................................................... 37 5.0 Implementation.................................................................................................. 39 5.1 Marketing...
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