AMAZON 1
Case Study Part 1: Amazon
Vicki L. Thompson
Department of Business, Liberty University
BUSI 690: Policy and Strategy in Global Competition
Respectfully submitted to: Dr. Robert Waldo
July 24, 2022
Author Note
Vicki Thompson
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Vicki Thompson
Email:
,AMAZON 2
Existing Mission, Objectives, and Strategies
Existing Mission Statement
Mission statements are declarations of a company that describes the corporation’s present
business and purpose (Thompson et al., 2022). Mission statements depict the realm of the
business and the purpose it serves in the industry it is in. There are three aspects of a mission
statement that a company needs to research and contemplate before declaring an official mission
statement. These three aspects include identifying the company’s products/services, details the
buyer needs that the company seeks to deliver and the customers that it serves, and it identifies
the company as an individual company (Thompson et al., 2022).
The current mission statement of Amazon is they strive to offer our customers the lowest
possible prices, the best available selection, and the utmost convenience (Graves, 2021). The
company is continuously expanding to offer its customers a wide variety of products and services
at the lowest possible prices with the added convenience factor that makes Amazon so
successful. The current mission statement of Amazon sums up what the company is striving to
do for its customers on a price platform and a convenience platform. Amazon is a large
ecommerce corporation that it has expanded its services from its original start uproots with retail
sales to music, books, video streaming, and grocery delivery. Amazon has expanded its
capabilities to fulfill the needs of its customers and continues to do so as the company sees a
need to be fulfilled.
Firm Structure Analysis
How a firm is structured is a major factor in the success of the company. Amazon has
been molded and shaped by the CEO Jeff Bezos and his directional guidance for the company in
its many endeavors and expansions. With Jeff Bezos being the founder of the company, it is his
,AMAZON 3
direction and guidance that has led Amazon to be so successful in its endeavors such as
transforming to a digital platform to fulfill customers’ needs whether it is from the Kindle
bookstore or listening to Amazon music.
Amazon Strategic Positioning
Amazon is the largest ecommerce company in the United States. Amazon rolled out its
prime membership to open doors for customers to enjoy paid membership perks and free two-
day shipping. Amazon’s CEO has been reluctant to release numbers as to subscribers linked to
its success story, but on one account in 2018 Jeff Bezos stated that the company had 100 million
prime subscribers worldwide (Raw, 2020). Amazon also couples its video streaming along with
prime memberships to allow access to television shows, movies, and its own Amazon original
movies and series.
New Mission Statement
The current mission statement of Amazon captures its efforts to provide products for
customers that are priced as low as possible from a wide variety of products and it encapsulates
the importance from the customers standpoint of convenience. The company has expanded and
acquired different types of products and services that the mission statement needs to be revised
to incorporate the up-to-date business strategy (Graves, 2021).
The new mission statement recommended for Amazon is: “Amazon provides a wide
variety of retail products and services from clothes to grocery items at the lowest price possible,
from the best selection available, and at an unparalleled convenience globally. Amazon is
committed to expanding to meet the changing needs of its customers by utilizing unmatched
technology to fulfill orders, provide excellent customer service, and focus on future growth and
expansion. Amazon offers not only the best variety, price, and convenience for our customers,
, AMAZON 4
but also provides a competitive and equitable place to work for our employees with competitive
wages and benefits. Amazon also takes pride in giving back by investing in our employees,
communities, and in corporate social responsibility.
Existing Business Model Analysis
Two components of a business model must be present to indicate success for a company.
The two components are its customer value proposition and its profit formula; the customer
value proposition spells out how and what a company will provide to satisfy customer wants and
needs and at a price the consumer will deem of value and the profit formula details the cost
structure the company will go with to allow for a profitable return coupled with the price its
customers deem valuable (Thompson et al., 2022). Through the historical shaping Amazon has
been through to become the company it is today, Amazon has adopted and changed its business
model several times to meet the demands of the consumer and the expansion of the company as
well. Amazon’s original business model was to sell all, carry few and over the years has now
come to incorporate the sell all, carry more concept which has recently expanded to the grocery
sector and online streaming market (Thompson et al., 2022). Of course, there are pros and cons
to expanding to the sell all, carry more business model. Some obvious cons include massive
diversification management, competing with long term successful competition, and growing
pains. The pros include wide variety for consumers, market penetration, and a strong brand
name. The pros of the business model are what have carried Amazon so far. Though the cons
have thrown some curves to the business model at Amazon the business model continues to
adapt for the company, and it provides for its consumers.
Case Study Part 1: Amazon
Vicki L. Thompson
Department of Business, Liberty University
BUSI 690: Policy and Strategy in Global Competition
Respectfully submitted to: Dr. Robert Waldo
July 24, 2022
Author Note
Vicki Thompson
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Vicki Thompson
Email:
,AMAZON 2
Existing Mission, Objectives, and Strategies
Existing Mission Statement
Mission statements are declarations of a company that describes the corporation’s present
business and purpose (Thompson et al., 2022). Mission statements depict the realm of the
business and the purpose it serves in the industry it is in. There are three aspects of a mission
statement that a company needs to research and contemplate before declaring an official mission
statement. These three aspects include identifying the company’s products/services, details the
buyer needs that the company seeks to deliver and the customers that it serves, and it identifies
the company as an individual company (Thompson et al., 2022).
The current mission statement of Amazon is they strive to offer our customers the lowest
possible prices, the best available selection, and the utmost convenience (Graves, 2021). The
company is continuously expanding to offer its customers a wide variety of products and services
at the lowest possible prices with the added convenience factor that makes Amazon so
successful. The current mission statement of Amazon sums up what the company is striving to
do for its customers on a price platform and a convenience platform. Amazon is a large
ecommerce corporation that it has expanded its services from its original start uproots with retail
sales to music, books, video streaming, and grocery delivery. Amazon has expanded its
capabilities to fulfill the needs of its customers and continues to do so as the company sees a
need to be fulfilled.
Firm Structure Analysis
How a firm is structured is a major factor in the success of the company. Amazon has
been molded and shaped by the CEO Jeff Bezos and his directional guidance for the company in
its many endeavors and expansions. With Jeff Bezos being the founder of the company, it is his
,AMAZON 3
direction and guidance that has led Amazon to be so successful in its endeavors such as
transforming to a digital platform to fulfill customers’ needs whether it is from the Kindle
bookstore or listening to Amazon music.
Amazon Strategic Positioning
Amazon is the largest ecommerce company in the United States. Amazon rolled out its
prime membership to open doors for customers to enjoy paid membership perks and free two-
day shipping. Amazon’s CEO has been reluctant to release numbers as to subscribers linked to
its success story, but on one account in 2018 Jeff Bezos stated that the company had 100 million
prime subscribers worldwide (Raw, 2020). Amazon also couples its video streaming along with
prime memberships to allow access to television shows, movies, and its own Amazon original
movies and series.
New Mission Statement
The current mission statement of Amazon captures its efforts to provide products for
customers that are priced as low as possible from a wide variety of products and it encapsulates
the importance from the customers standpoint of convenience. The company has expanded and
acquired different types of products and services that the mission statement needs to be revised
to incorporate the up-to-date business strategy (Graves, 2021).
The new mission statement recommended for Amazon is: “Amazon provides a wide
variety of retail products and services from clothes to grocery items at the lowest price possible,
from the best selection available, and at an unparalleled convenience globally. Amazon is
committed to expanding to meet the changing needs of its customers by utilizing unmatched
technology to fulfill orders, provide excellent customer service, and focus on future growth and
expansion. Amazon offers not only the best variety, price, and convenience for our customers,
, AMAZON 4
but also provides a competitive and equitable place to work for our employees with competitive
wages and benefits. Amazon also takes pride in giving back by investing in our employees,
communities, and in corporate social responsibility.
Existing Business Model Analysis
Two components of a business model must be present to indicate success for a company.
The two components are its customer value proposition and its profit formula; the customer
value proposition spells out how and what a company will provide to satisfy customer wants and
needs and at a price the consumer will deem of value and the profit formula details the cost
structure the company will go with to allow for a profitable return coupled with the price its
customers deem valuable (Thompson et al., 2022). Through the historical shaping Amazon has
been through to become the company it is today, Amazon has adopted and changed its business
model several times to meet the demands of the consumer and the expansion of the company as
well. Amazon’s original business model was to sell all, carry few and over the years has now
come to incorporate the sell all, carry more concept which has recently expanded to the grocery
sector and online streaming market (Thompson et al., 2022). Of course, there are pros and cons
to expanding to the sell all, carry more business model. Some obvious cons include massive
diversification management, competing with long term successful competition, and growing
pains. The pros include wide variety for consumers, market penetration, and a strong brand
name. The pros of the business model are what have carried Amazon so far. Though the cons
have thrown some curves to the business model at Amazon the business model continues to
adapt for the company, and it provides for its consumers.
