Vision

Currently Amazon does not have a well stated and communicated vision statement. In order for the company to clearly define its purpose, its direction and what the company stands for in general; Amazon needs to establish and write a vision statement. Recommended Vision Statement: Amazon.com strives to be a leader in the online retailing industry.

Mission
Amazons mission is to be the Earths most customer-centric company, where customers can find and cover anything they might want to buy online, and endeavors to offer customers the lowest possible prices. i
When it comes to analyzing the above mission statement, it is easy to note that the statement is broad in scope. Although it is written in less than 250 words, it could be considered to be inspiring, enduring, and motivational. Further, this statement mentions the organizations customers, products and services, market and technology while declaring its concern for growth as well as its self-concept. However, Amazons mission does not include many of the major characteristics of a good mission statement such as its philosophy, concern for employees and public image, as well as being socially and environmentally responsible. Overall, Amazons mission statement is well written but could definitely improve on many aspects. Educate consumers to move away from store-bases retailing and towards internet retailing.ii Provide customers a large range of goods and products. Create an exceptional shopping experience for customers. Keep their website as simple as possible to use by customers.iii

Objectives
1. 2. 3. 4.

Amazons objectives are clear, realistic, reasonable and challenging. However, they are immeasurable and cannot be quantified. These objectives will not be of much help to the organization when it comes to strategic planning and evaluation.

Current Strategies
Marketing Strategies: o Increase customer traffic on the companys websites, to promote repeat purchases, to build awareness of products and services available, and to strengthen the Amazon.com brand name.iv o Most marketing and promotions are based on portal and banner advertising. o Geographic expansion is mainly done through licensing and acquiring commercially developed websites. Human Resources Strategies: o Hire the best personnel available in order to constantly maintain and improve its technology systems and provide excellent customer service. Operational and Distribution Strategies: o Invest in technology in order to stay innovative and maintain its competitive advantage. o Operate different websites for the various geographic markets o Allows third-party retailers to use its website to sell their products while earning commission from these transactions. o Rely on efficient logistics by operating large warehouses. As their capacity depends on seasons, Amazon leases warehousing space for small businesses. o Use fulfillment centers under co-sourcing agreements and third-party facilities in some parts of the world. o Manage websites and internet retailing services for several vendors.

Private Label Strategy: o Do not offer any private label products.v

EXTERNAL AUDIT Competitive Profile Matrix (CPM)

Figure 1 - Competitive Profile Matrix

Amazon.com Inc.
Critical Success Factors
Advertising Product Quality Price Competitiveness Financial Position Customer Loyalty Global Expansion Responsiveness to Trends Product Diversification Total

Barnes & Noble Inc.

Rating
3 4 3 2 4 3 4 1

Overstock.com Inc.
Rating
4 3 4 1 2 2 2 3

Weight
0.10 0.05 0.20 0.15 0.15 0.15 0.10 0.10 1.00

Rating
1 3 4 4 4 4 3 3

Score
0.10 0.15 0.80 0.60 0.60 0.60 0.30 0.30 3.45

Score
0.30 0.20 0.60 0.30 0.60 0.45 0.40 0.10 2.95

Score
0.40 0.15 0.80 0.15 0.30 0.30 0.20 0.30 2.60

1 = major weakness, 2 = minor weakness, 3 = minor strength, 4 = major strength

o It is important to note that price competitiveness is a key success factor in the internet retailing industry as indicated by the 0.20 weight. The next three important success factors for any firm in this industry are financial position, customer loyalty and global expansion. o In analysis of those factors, all three companies scored high on the pricing competitiveness factor. However, Amazon holds a stronger financial position with a 0.80 score. On the other hand, both Amazon and Barnes & Noble are in the lead with a score of 0.60 for customer loyalty. In addition, Amazon is leading again with its global expansion strategy followed by Barnes & Noble and Overstock.com with scores of 0.60, 0.45 and 0.30 respectively. o Amazon.com seems to excel in general but faces a huge problem when it comes to its advertising and marketing strategies as its rivals heavily invest in this area. o Overall, it is evident that Amazons score of 3.45 gives the company a higher competitive profile against its major competitors.

External Factor Evaluation (EFE)

Figure 2 - External Factor Evaluation Matrix Key External Factors Opportunities
1) Increasing Online Retail Spendingvi 2) Acquisitionsvii 3) Partnershipsviii 4) Move into Downloadsix 5) Wider product Offerx 6) Site Improvementxi 7) Growth in the Chinese Marketxii

Weight
0.12 0.08 0.08 0.06 0.09 0.12 0.06 0.09 0.05 0.05 0.05 0.03 0.08 0.04 1.00

Rating
4 3 3 2 2 1 2 3 1 3 2 1 3 2

Weighted Score
0.48 0.24 0.24 0.12 0.18 0.12 0.12 0.27 0.05 0.15 0.10 0.03 0.24 0.08 2.42

Threats
1) Greater Competitionxiii 2) Rising Shipping Costsxiv 3) New Technological Changesxv 4) Music and Film Downloadsxvi 5) Social-Networking Sitesxvii 6) Losing Competitive Advantagexviii 7) Pressure from Shareholdersxix

Total

1 = response is poor, 2= response is average, 3=response is above average, 4 =response is superior

o o o o

As the above table indicates, the increase in online retail spending is a major opportunity for firms within the industry; therefore a weight of 0.12 was dedicated to this external factor. Amazon seems to take advantage of this opportunity as its response to this key factor is superior with a weighted score of 0.48. On the other hand, the biggest threat to any firms success is the intense competition in internet retailing, receiving a 0.09 weight. Evidently, Amazon has an above average response to this threat. Amazon total score is 2.42 which is considered average, making the firm closer to the midpoint (2.5). It is important to note that overall Amazon is taking advantage of the external opportunities and avoiding its major threats.

Porters 5F
1. Rivalry Among Competing Firms - High Amazon is facing a fierce competition from physical retailers, publishers, vendors, distributors and other e-commerce sitesxx. Indirect competitors include auction sites, price comparison sites, search engine sites, web portals, shopping websites, media companies and companies providing infrastructure web services xxi. The firm is competing both locally and internationally. 2. Potential Entry of New Competitors - Medium The worlds internet retailing sales are expected to grow rapidly in the 2006-2011 period by 108% while the global retail market is only expected to grow by 15%xxii. Internet usage among consumers, including the elderly silver surfers, is expected to reach as high as 100% as they are now more comfortable making online purchases. This will encourage many global retailers to increase their efforts to enter the internet retailing industry. However, in Canada, online shopping is only expected to grow by 2% as many Canadians prefer to shop at bricks and mortar stores but use websites as a browsing tool (window-shopping)xxiii. On the other hand, internet sales growth in the USA is expected to grow by 52%xxiv. Although this channel seems to be saturated already, it is still deemed to provide the most potential for growth, thus attracting more competitors. 3. Potential Development of Substitute Products - High In general, the internet could be used as a comparison tool for customers while shopping. This is particularly dangerous as it lowers customer loyalty. Customers search the wide world of the internet instead of browsing in a mall when it comes to bricks and mortar stores. Therefore, customers can and will easily switch brands if it fits their needs and budget. 4. Bargaining Power of Suppliers Medium Amazon is in need of numerous suppliers to achieve its unrelated diversification strategy. In this case, it makes more sense economically for the firm to use outside suppliers rather than manufacturing its own products as Amazon has a very wide range of unrelated products sold over its websites. When it comes to brand name products, Amazon loses control to its suppliers; however, the company gains more power when it is easy to switch manufacturers for cheaper undifferentiated and standard products. 5. Bargaining Power of Consumers - High The rising popularity of internet retailing enables consumers to compare prices more easily, and is putting strong downward pressure on prices, especially in developed markets with a high internet penetration rate.xxv This is giving consumers more power in deciding what the prices should be and how companies should price their products and services.

Strategic Groups
o In the figure below, strategic groups within the internet retailing industry are shown in relation to product diversification and geographic coverage. o It is evident that Amazon faces a close rivalry from Barnes & Noble when it comes to size and geographical coverage. o However, Amazons major competitor when it comes to product diversification is Overstock.com as it has a wider range of products in comparison to Amazon.

Figure 3 Strategic Group Map

INTERNAL AUDIT
Internal Factor Evaluation Matrix (IFE)
Figure 4 - Internal Factor Evaluation Matrix Key External Factors Strengths
1) Strong Brand Imagexxvi 2) Strong Brand Awareness 3) Wide Product Selection 4) Geographic Expansionxxvii 5) Strong Sales Growthxxviii 6) Strong Revenue and Net Profit Growth 7) Strategy Based on Long-Term Objectivesxxix 8) Consumer Satisfactionxxx

Weight
0.10 0.09 0.07 0.10 0.06 0.05 0.05 0.06 0.09 0.10 0.10 0.07

Rating
4 4 3 3 4 4 3 3 2 1 1 2

Weighted Score
0.40 0.36 0.21 0.30 0.24 0.20 0.15 0.18 0.18 0.10 0.10 0.14 0.12 2.68

Weaknesses
1) Declining Operating Marginsxxxi 2) Amazons Prime Shipping Programxxxii 3) Websites Search Function is still not Optimal xxxiii 4) Strong Dependence on North American Market xxxiv 5) Lower Level of Profit in 2006xxxv

0.06 2 Total 1.00 * 1 = major weakness, 2 = minor weakness, 3 = minor strength, 4 = major strength

o o o

By observing the table above, it is important to note that having a strong brand image along with a wide geographic presence are key success factors within the internet retailing industry. Amazon scores higher on the first factor however it can still improve on geographic expansion. The world is very wide and there are still many areas that remain unexplored by the organization in order to sustain its competitive advantage. In terms of weaknesses, Amazons major two weaknesses are the highest weights. This puts the company in a bad position as it is still not responding well to those factors. Note that the organizations overall score of 2.68 is relatively average bringing Amazon closer to the midpoint (2.5). Although Amazon is taking advantage of many of its strengths, there is still lots of room for the firm to improve by overcoming its weaknesses.

FINANCIAL ANALYSIS
Growth
Amazon Sales Growth Net Income Earnings per share Dividends per share 29.19% 645.00 33.02 0.00 Barnes & Noble 2.84% 135.80 -20.87 0.00 Overstock.com 8.94% -12.66 70.42 0.60 Gross Profit Margin Operating Profit Margin Net Profit Margin

Profit Margins
Amazon 22.28% 4.39% 3.41% Barnes & Noble 30.80% 3.36% 2.10% Overstock.com 17.13% -1.31% -1.52%

Price Ratios
Amazon Price to Sales Price to Cash Flow Price to Free Cash Flow Price to Book Price to Tangible Book Value 1.38 27.40 19.38 9.88 11.83 Barnes & Noble 0.16 3.05 9.58 1.01 1.69 Overstock.com 0.22 17.96 -

Investment Returns
Amazon ROA ROE 0.08 0.24 Barnes & Noble 0.04 0.13 Overstock.com -0.07 4.23

Financial Conditions
Amazon Current Ratio Quick Ratio Long Term Debt to Equity Long Term Debt to Asset Debt to Equity 1.30 1.00 15.31 4.92 17.51 Barnes & Noble 1.17 0.16 14.82 4.29 14.82 Overstock.com 1.37 1.21 38.60 -

Management Efficiency
Amazon Return on Average Assets Return on Investment Return on Average Equity 8.84 20.63 33.34 Barnes & Noble 3.57 7.23 11.92 Overstock.com -6.27 -15.53 -166.26

A) Amazons Financial Health

o In order to assess the firms financial health, one must consider the three functions of the investment decision, the financing decision and the dividend decisionxxxvi. o Amazons return on investment is 0.08 while its return on stockholders equity is 0.24 which indicates reasonable results for the year of 2008. o In order to determine if Amazons financing decisions are effective, it is important to look at its debt-to-equity ratio, 17.51, and its long-term debt to asset ratio, 4.92. It seems that relatively a moderate percentage of the firms funds are provided from creditors instead of its owners. o As for the dividend decision, although the organizations earnings per share are 33.02, it did not issue any dividends this pay to pay its stockholders. o The financial health of any company does not only depend on financial conditions, but also on management efficiency. By looking at the management efficiency returns above, we can see a 8.84% efficiency in return on average assets, which translated to more efficient decisions of manipulating assets to drive profit. Further, management decision making on investment opportunities has been driven up to 20.63%, while the Return on average equity is 33.34% driving that much more profit to shareholders. o Amazons overall financial condition seems to be in great shape.

B) Data Analysis of Amazon vs. the Industry

o The internet retailing industrys gross profit margin is 29.17 while Amazon.com Inc. is 22.28 indicating that it is doing worse than the average of the industry. o In addition, the firms operating and net profit margins are both lower than those of the industry at 4.39 and 3.41 versus 6.64 and 4.05 respectively. o Looking at the profitability ratios along with the conclusions drawn in the above section confirms that company is doing well overall but this is not true in comparison to the industry. o On the other hand, the return on average assets and investment are both slightly better than those of the industry; whereas return on average equity is 33.34 which is almost double comparing to the industrys 18.56. This means that Amazon generated more profit than the average market to its shareholders. This may be helpful to the organization to better investment capabilities for the following year. o Amazon seems to be efficiently managed when compared to the internet retailing industry as a whole.

Data Analysis of Amazon vs. Competitors

o Although Amazons net income is much higher than both major competitors; Barnes & Nobles gross profit margin is greater than Amazons. o Overstock.com is the only company out the three competitors that has more earnings per share and paying its shareholders dividends. This gives the organization an advantage as investors as more keen to invest in the company in comparison to others who do not issue shares. This is problematic for Amazon to gain its shareholders trust in order to remain competitive and further develop its business. o By looking at the management efficiency returns above, Amazon is clearly doing much better than the competition, which translates to taking more efficient decisions of manipulating assets in order to drive profit. o Overall, when comparing Amazon to its competitors, the firm appears to be in a much better financial position.

C) Trends Analysis of previous years up to 2008

o In terms of the firms ability to meet its short-term obligations, Amazon was able to maintain its current and quick ratios throughout the years. o Again, the firm is effectively using its resources while stabilizing its fixed and total assets turnover. o However, net profit margins have gone down from 8.50% to 3.41% while gross profit margin remains relatively stable during the period of 2004-2008. o Return of total assets has decreased from 18.11% to 8.84%, whereas return on total equity has definitely improved since 2004 going up from -258.99% and plateauing at 33.34%. o Both sales growth and net income growth are exceptionally increasing throughout the years. o When comparing Amazons financial condition to previous years, it is easy to conclude that the firm mainly either remains stable or improves.

D) Final Overall Conclusions

o After analyzing the organization in the above sections, it is evident that Amazon stands reasonably healthy throughout the years and among its competitors. o However, it seems that the firm is not doing so well financially or being as management efficient in comparison to the internet retailing industry as a whole. o One major problem facing Amazon is its profits and its decisions not to issue dividends to its shareholders. This will hurt the organization financially as many investors and shareholders may not consider further investments. It will be really hard for the company to fully gain back shareholders trust if this trend remains constant in the next years.

SWOT LINKAGE STRATEGIES

Strengths - Opportunities o S1 S2: O1 With strong brand image and brand awareness, the firm can attract more customer traffic in an industry where global online retail spending is growing. o S1 S2 S8: O4 O5 Many consumers are loyal to the Amazon brand, are satisfied with existing products and trust the firm. Having strong brand image and brand awareness is a huge opportunity for the company to use this to its advantage. The organization can move into downloads and widen its products offering increase revenues and market share. o S4: O2 O3 Amazon currently possesses strong geographic expansion strategies which can aid the company to easily penetrate similar markets. This could be achieved through acquisitions to complement the firms existing product portfolio and through partnerships with already developed websites in order to mitigate the risk involved. o S6: O6 As the company stands well financially, Amazon should dedicate its efforts to improving its website by making the consumers online shopping experience more pleasing and customized to their needs. This will definitely help the firm gain further sales and profits. Strengths Threats o S1 S2 S6: T1 T6 The organization has a competitive advantage over the competition seeing its strong brand image and brand awareness. In addition, a strong financial position will enable Amazon to face the threats of losing its competitive advantage in this fierce competitive industry by constantly undertaking innovative strategies. o S3 S4: T4 T5 Amazon has a wide range of products and is currently present world wide. By having a diversified portfolio, the firm is able to offset the threats of emerging new trends such as social networking sites and free music & film downloads. o S5 S6: T7 The firm holds a relatively strong financial position and should pay its shareholders dividends in the upcoming year to avoid losing their trust and further investments. Weaknesses Opportunities o W4: O2 O3 Amazon is currently strongly depending on its North American Market which is experiencing a slower growth rate in comparison with the global market. The company has tremendous growth opportunities world wide by further adopting strategic partnerships and acquiring already developed websites. o W4: O7 Strongly depending on one market is like putting ones eggs all in one basket. Amazon has a strong potential market in China where its subsidiary website Joyo is seeing exceptional growth as the Chinese population is becoming more internet savvy. o W3: O6 Currently, the website search function is not optimal. Amazon should direct its efforts towards constantly improving its website to making the shopping experience for customers problem free. o W2 W5: O1 O4 O5 Amazon witnessed a drop in its profits in 2006 mainly due to its prime shipping program. The firm could take advantage of its brand image which attracts more customers to its website. Further, there is a growth in online retail spending which will enable the company to mitigate its losses if it undertakes the appropriate strategies in order to take advantage of these opportunities. Amazon could gain higher sales if it moves into downloads and offering a wider range of products by being a one-place stop for customers to shop.

Weaknesses Threats o W2 W5: T2 As shipping costs are rising, Amazon should consider dropping its shipping program and adopting a new strategy to attract price-sensitive customers. Currently, this option costs the company too much and threatens its profit levels. o W4: T1 T6 If the firm continues to depend mainly on the North American market, Amazon has a greater chance to lose its competitive advantage as the online retailing industry is attracting tremendous amount of competitors in North America. Amazon should direct its efforts to further develop its brand in the global market to sustain its competitive advantage. o W1 W5: T3 T4 T5 With low levels of profit and operating margins, the organizations will face huge threats from new technological changes and new trends such as free music and film downloads as well as social networking sites. These threats may further worsen the companys financial position, therefore Amazon should respond immediately to those by constantly improving its website and services. o W3: T3 T5 Having a weak website with many problems can frustrate customers who are expecting Amazon to be up to date with the technological changes. In addition, social networking sites are currently offering its users marketplace sections where they can buy and sell products. All these threats can affect the company. Amazon may want to partner with a social network such as Facebook to include its products in their search engines within their marketplace section. This will be a great promotional tool which will enable the organization to create more brand awareness and gain a competitive advantage on the international level.

RECOMMENDATIONS

In the following section, Amazons three main issues will be identified. Further, a list of recommended long-term objectives and strategies for the firm will then be discussed. It is evident that the high potential growth within the internet retailing industry has attracted many new competitors. In addition, the internet world has raised the pace at which new and innovative technologies emerge. Not only do organizations have to face fierce competition but they also need to constantly keep up with the newest technologies in order to stay competitive within the industry. Currently, Amazon has an overall healthy financial position; however its operating margins are gradually declining. Greater competition, fast technological changes and lower operating margins could bring any firm down. As a result, it is clear that these three issues can cost Amazon to lose its strong position in the market as well as its competitive advantage among the competition. Therefore, the organization should quickly respond to these problems with careful attention by setting measurable long-term objectives along with clear strategic plans. Furthermore, Amazon should seek to align its long-term objectives and strategies with its mission.

First, the organization can set an objective of achieving a 20% increase in sales by 2014. Currently, the firm is facing a huge problem relating to its current website. Despite major investments, flaws remain in the search function of the website, which is one key element within Amazons objective to be a customer-focused organizationxxxvii. This is

causing customers to get frustrated with the website and end up using Googles searching tool instead to achieve better results. This in fact can lead the organization to lose many potential sales. In addition, the site could be further improved to be more customer-friendly, entertaining and better customized to the individualistic needs of each customer. The organization can achieve these goals through the use of product development and market penetration in order to keep up with technology and sustain its current competitive advantage. In order to increase sales, it is recommended that the firm further develops its website to keep it simple and easy to navigate thus creating a pleasant shopping experience for its customers. Furthermore, Amazon could increase marketing and advertising expenditures which will result in higher sales if properly implemented.

At present, Amazon remains strongly dependant on its North American market. Although the North American internet retailing industry is steadily growing, the market is getting saturated by all the new entrants. On the other hand, globally the industry is rapidly growing reaching a rate of 108% by 2011. The firms existing efforts to geographically expand can help Amazon make easier market penetration thus giving the organization an extended chance to accelerate its growth both in size and financially. The world is very wide and has countless areas that remain uncovered by the organization which could potentially derive much more success and profitability. Therefore, the firm should set an objective of penetrating 10 different markets globally by 2014. This could be achieved through many strategies such as acquisitions and partnerships. Overall, these marketing development strategies will strengthen the brands name globally and provide the firm a distinctive competitive edge.

Amazon mission is to become the earths most customer-centric company, where customers can find and cover anything they might want to buy online []xxxviii. To set an aligned objective to this mission statement, the firm should widen its offerings by adding 15 new products and services to its website by 2014. In order to achieve this long-term objective, the firm may consider using related and unrelated diversification strategies. Oftentimes, the emergence of new products, fast growing technology and changes in consumer preferences can ruin any business solely operating in one industry. However, having a wider product and service offerings will diversify Amazons portfolio and mitigate the risk of remaining in a single industry. Furthermore, the firm will be one step closer in achieving its mission. A diversification strategy can give Amazon a better chance to achieve a higher market share

as well as greater sales growth. The company will also be able to take advantage of new markets that are growing substantially by quickly entering these segments before its competitors. Many benefits can result from being a first mover as the firm produce cost advantages, builds its brand and create strong customer loyalty.

IMPLEMENTATION

In order for any strategy to achieve the desired objectives, the firm must successfully implement them through proper planning and coordination. To summarize, Amazon needs to increase its sales by 20%, penetrate 10 new different markets on the international level and add 15 new products & services to its website by 2014. Looking at the set of objectives discussed in the previous section, the firms main job now is to convert these strategies into action. Having Jeff Bezos as a great leader and CEO is an excellent start for Amazon to drive the company by getting things done.

To achieve the above mentioned objectives, Amazon is required to fix its websites flaws through product development which consists of allocating the proper human resources, financial support and innovative technological resources to this strategy. The firm may need to hire new employees to constantly maintain and develop the website. In addition, an allocation of the budget should be considered in order to reach the desired goals of improving the sites search tool as well as making it customer-friendly and better customized to individuals needs. Next, the company can achieve market penetration throughout the use of different promotional and advertising mechanisms such as social networks, online magazines and forming marketing alliances with specialty information websites. All these implementation tools will help Amazon grow its sales substantially as customers will be more aware of the company and making it one of their first choices when it comes to online shopping. Further, an enhanced, innovative, interactive and customized website will better appeal to customers by making their shopping experience more pleasant, thus encouraging impulsive and repeat sales. In addition, market development strategies can be implemented through acquiring already developed websites to mitigate the risk involved in penetrating unknown markets. The firm will gain the benefits of market knowledge, economies of scale, reduced costs, increased diversification and will avoid having many competitors. Although,

acquisitions may bring many benefits, it can also be dangerous if not properly implemented. As many layoffs and restructuring will have to take place, the firm must prepare its employee to smoothly transition the new changes. A great support from human resources will be needed to help in the integration of the two organizational cultures. An extensive cultural training may be useful to get Amazons staff familiar with the newly acquired companys country and its business ethics. Furthermore, new employees must be provided with an orientation of Amazons overall culture. Including the transfer of well trained managers and the right budget allocation in the implementation can aid in the achievement of objectives. Nonetheless, partnerships can also allow the company to improve its communications and networking by minimizing the risk involved in pursuing an opportunity on its own. Overall, these acquisitions and partnerships will add new customers and can increase sales as well as market share.

Diversification strategies can help Amazon achieve its overall mission of selling anything customers may want which will eventually make the company a one-stop shopping website. Related and unrelated diversification strategies can be tricky when it comes to proper implementation. First, having excellent top management is a must. By widening its product and services offering, training the new account managers will be essential in order to achieve better coordination between departments. Amazon may also need to alter or establish a new organizational structure which fits the new strategies. All these implementations clearly require time and the proper allocation of financial resources and the recruitment of new employees to fill the new positions created through the restructuring. On the other hand, implementing these strategies will diversify Amazons product portfolio by closely responding to changes and increasing its sales. Certainly, by becoming a stop-shopping website, Amazon will gain a competitive advantage over its rivals.

Overall, Amazons management and employees should be involved in the formulation and implementation of the strategies. Their participation will foster greater commitment and will motivate them to achieve these objectives. A clear and continuous communication can help the firm stay focused and easily adapt to the changes. Further, by linking the overall organizations performance to its reward system, such dual bonus systems, profit sharing and gain sharing, can closely align firms long-term objectives with employees interests.

David, F. R. (2009). Strategic Management: Concepts and Cases (12th ed.). New Jersey: Pearson Prentice Hall Amazon.com Inc Retailing World. 8 Nov, 2007 iii Amazon.com Inc Retailing World. 8 Nov, 2007 iv David, F. R. (2009). Strategic Management: Concepts and Cases (12th ed.). New Jersey: Pearson Prentice Hall v Amazon.com Inc Retailing World. 8 Nov, 2007 vi Dow Jones Company Report, Amazon.com, Inc. vii Dow Jones Company Report, Amazon.com, Inc. viii Dow Jones Company Report, Amazon.com, Inc. ix Amazon.com Inc Retailing World. 8 Nov, 2007 x Amazon.com Inc Retailing World. 8 Nov, 2007 xi Amazon.com Inc Retailing World. 8 Nov, 2007 xii Amazon.com Inc Retailing World. 8 Nov, 2007 xiii Amazon.com Inc Retailing World. 8 Nov, 2007 xiv Dow Jones Company Report, Amazon.com, Inc. xv Dow Jones Company Report, Amazon.com, Inc. xvi Amazon.com Inc Retailing World. 8 Nov, 2007 xvii Amazon.com Inc Retailing World. 8 Nov, 2007 xviii Amazon.com Inc Retailing World. 8 Nov, 2007 xix Amazon.com Inc Retailing World. 8 Nov, 2007 xx Dow Jones Company Report, Amazon.com, Inc. xxi Dow Jones Company Report, Amazon.com, Inc. xxii Amazon.com Inc Retailing World. 8 Nov, 2007 xxiii Internet Retailing- Canada, Euromonitor International: Country Sector Briefing, February 2008 xxiv Internet Retailing- US, Euromonitor International: Country Sector Briefing, January 2009 xxv Amazon.com Inc Retailing World. 8 Nov, 2007 xxvi Dow Jones Company Report, Amazon.com, Inc. xxvii Dow Jones Company Report, Amazon.com, Inc. xxviii Amazon.com Inc Retailing World. 8 Nov, 2007 xxix Amazon.com Inc Retailing World. 8 Nov, 2007 xxx Amazon.com Inc Retailing World. 8 Nov, 2007 xxxi Dow Jones Company Report, Amazon.com, Inc. xxxii Dow Jones Company Report, Amazon.com, Inc. xxxiii Amazon.com Inc Retailing World. 8 Nov, 2007 xxxiv Amazon.com Inc Retailing World. 8 Nov, 2007 xxxv Amazon.com Inc Retailing World. 8 Nov, 2007 xxxvi David, F. R. (2009). Strategic Management: Concepts and Cases (12th ed.). New Jersey: Pearson Prentice Hall xxxvii Amazon.com Inc Retailing World. 8 Nov, 2007 xxxviii David, F. R. (2009). Strategic Management: Concepts and Cases (12th ed.). New Jersey: Pearson Prentice Hall
ii