CMSE11248 Global Strategy

Amazon.com is an American multinational technology company based in Seattle. The business began by selling books to a mass audience and, over the years, developed into an organisation that carries one of the World’s most recognised (and valued) brands. Amazon.com focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence. It is considered the fourth technology company, surpassed only by Apple, Google, and Microsoft.

Throughout its history, Amazon.com has been challenged by external and internal factors that have, at times supported strategic direction and at other time arrested it. Amazon.com operates in a highly competitive commercial environment and has chosen to implement innovation and disruptive technology to advance its strategic goals.

• External Analysis of the Industry using 2 appropriate Strategic Models of your choice
• Internal Analysis of Amazon.com using 2 appropriate Strategic Models of your choice
• Critical analysis and evaluation of Corporate Social Responsibility (CSR) and Sustainability (using 1 model of your choice).
• Implications of the Externa Analysis, Internal Analysis, and Sustainability Analysis above, considering Competitive Advantage and Global options for Amazon.com (using the SWOT Model)
• Recommendations for Amazon.com’s Strategic Development, including how they should deal with Global challenges, mode(s) of entry into any new markets and choice of Global strategies. These recommendations should be realistic and be consistent with the analysis outcomes from your External and Internal Environments above

You are required to produce a video presentation up to a maximum of 10 minutes. Your presentation should follow the structure of your written report and should be targeted at the CEO of Amazon.com. You should aim to present the highlights of your internal and external analysis and justify your clear Global Development recommendations to the CEO.

The procedure for the uploading of your video presentation and its submission for marking will be briefed by your tutor. Your presentation should contain MS PowerPoint slides or an equivalent presentation tool. These should be visible during the presentation together with your face and body, so that body language is visible to the viewers.

Remember that you must copy and paste the link to your video presentation onto the title page of your written report.

Your presentation should contain the following:-

Brief introduction to yourself including your SRN only (no names please) and date of submission

Contents of your Presentation

Summary of your analysis of the External and Internal Environments, highlighting the areas you believe will be of interest to the CEO

Your Summary / Conclusion and Recommendations to Amazon.com with justification

For an excellent mark you will present a considered and factual introduction to Amazon.com. Consideration should be given to its launch, current strategic position in its industry and any key challenges it is facing. You should also include an introduction to the key sections of the report (5 Marks)

External Environment Analysis for the Industry

You will analysis the Industry attractiveness and competitive conditions and provide, from the case study and your independent research, facts and figures to support your analysis (5 Marks).