Amazon

Read the case study on Amazon. COM (handout) and answer the following question:

Conduct a strategic analysis of Amazon. COM in 1997 and assess the implications for the future strategy of the company.

In conducting a strategic analysis you are required to consider both the external environment and the internal resource capability of the company.

In analyzing the external environment you should give particular attention to:-

• The critical aspects of the wider environment.

• The competitive issues in the book retailing industry

This leads on to a determination of the key opportunities and threats facing Amazon. COM

In analyzing the internal resource capability of Amazon. COM you should consider:

• The resources available to the company

• The value gained by Amazon. COM in utilising its resources to achieve competencies and which give the organisation a competitive advantage.

This leads to concluding what are the key strengths and weaknesses of the Company.

Your conclusion should draw together the different strands of the analysis which should then be used to assess the implications for the future strategy of the company. This requires you to take your findings about strengths, weaknesses, opportunities and threats and consider what these imply for the future strategic direction of the company. It is not necessary to produce a fully formulated strategy.

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