Essay from the year 2006 in the subject Business economics - Offline
Marketing and Online Marketing, grade: 65 % - B, University of
Sunderland (Faculty of Business and Law), course: Global Corporate
Strategy, language: English, abstract: In the following, the Amazon.com
case study will be critically analysed and evaluated. High emphasis will
be put on the company's global business policies and strategies from its
foundation in 1995 till now by examining the internal and the external
environment. The online retailer followed a long-term strategy in order
to fulfil its vision and values, incorporating global growth,
diversification in product categories and building up the world's most
customer-centric company. Furthermore, Amzon.com's strategic
decision-making and problem solving processes will be carefully analysed
and how it responds and copes with changes and difficulties arising from
the business environment. This report outlines in the last step the
future tendency and the future direction of the organisation by
highlighting the strategic thinking behind a long-term approach.
Concluding, recommendations will be given which focus on revising their
strategy and applying scenario planning.