Amazon.com Strategy Report: Analysis and Recommendations

External Analysis of the Industry using 2 appropriate Strategic Models of your choice

2.1 Part 1 (80 marks):
You are required to write a Strategy Report for the CEO of Amazon.com referring to the case study in the core textbook (Case Number 4 on pages 704 to 721) li You will need your VitalSource Bookshelf log in details to access the case study. Your Report MUST BE SUPPORTED WITH YOUR OWN EXTENSIVE AND INDEPENDENT RESEARCH. Within your report, reference should be made to the relevant strategic concepts, key industry information and literature sources and their application as appropriate.

The Amazon.com case study refers to historic information and this should be used to set context for your Strategy Report. Your report must focus on recent events that are of value to Amazon.com. No new data (other than that in the case study) should be introduced that is prior to January 2017.

2.1.1 Contents of your Strategy Report (3,000 words)
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.

Your Strategy Report should be structured as follows:
Introduction
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
Recommendations for Corporate Social Responsibility (CSR) and Sustainability 2.2 Part 2 (20 marks):
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.

2.2.1 Contents of your Presentation
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

2.3 Structure of your Submission Document: The Strategy Report
Your submission document for your Strategy Report should contain the following: -
BPP Cover Sheet, including your SRN, word count and date and a link to your video recording
Report Title Page – contains the title of your report, SRN and date
Contents page – should guide the reader through your document and help them find specific sections easily. It should include page numbers
Introduction – introduces the company, its current strategic position and challenges and informs the reader of the key contents of the report
Critical analysis and evaluation of the External Environment
Critical analysis and evaluation of the Internal Environment
Critical analysis and evaluation of CSR and Sustainability

Evaluation of the implications of the External Environment Analysis, Internal Environment Analysis, and Sustainability Analysis and how they may impact on the Industry and on Amazon.com
Recommendations for Global Development
Recommendations for Sustainability
References - all sources either printed or online must be included in your list of references and internet sources must include access dates. 
Appendices (if appropriate) – Appendices should contain additional informat
Appendices (if appropriate) – Appendices should contain additional information which would be too detailed to include in the main body of the report e.g. glossaries, supporting statistical data, additional research etc. Appendices will not attract any marks and so should be used sparingly.