Capstone Project Essay

There is no more need to fight crowds, find a parking spot, and deal with traffic. The high street and mail order systems still have a place in the mix of purchase routes; however it is no longer the only method of making purchases. The Internet revolution has seen a massive increase in the long distance purchases made by consumers, as geographical barriers are no longer as important as they were. The lack of geographical importance has influenced the strategy of Internet companies. One of the first companies that took advantage of this was the online bookshop Amazon. om. Amazon. com is an organization that offers a broad range of services to consumers and is considered an online leader of pure-plays – pure online merchants. Amazon. com was founded in July of 1995 with a mission to fully utilize the Internet to make book buying fast, easy, and all in all, a very enjoyable experience. They currently have 29 million customers in 160 different countries, making Amazon. com one of the leading online merchants. It is rated third in business-to-consumer online revenue as of June 20, 2000. Amazon. com represents the ideal e-Commerce company. It was one of the first to demonstrate the potential for â€Å"virtual† upstarts and turned the market on end – even leading the â€Å"bricks and mortar† companies. Analyze the company’s mission and vision statements against the performance of the organization. Then, evaluate how well the company lives out its mission and vision statement. Provide support from the organization’s performance in your evaluation. Amazon’s company mission and vision statement is to continue to offer quality products and services using the best technology available and at a reasonable price. This results in highly loyal customers, while maintaining shareholders interest and company profits in mind. We also want to expand geographically, increasing the number of customers and to keep improving our main competitive advantage – infrastructure. By working hard and having fun we seek to offer the best working environment to our employees, promoting career opportunities, and to increase our responsibility towards environment and the society. (www. amazon. com). In basing that off of the performance of the company it can be concluded that they are living out their mission statement. As more retail categories get added, the opportunity will only expand Assess how the organization’s strategic goals link to the company’s mission and vision. The strategic goals of Amazon. com are very simple they work off of six basic principles which are the freely proffers products and services, the use a customer friendly interface, the company scales easily from small to large, they exploit its affiliate’s products and resources, the use existing communication systems, and finally Amazon utilizes universal behaviors and mentalities (www. arketingplan. com). Most of the marketing the Amazon does is indirect marketing where you probably will not see allot of ads for the company on billboards or during the commercial breaks of televisions shows, the company uses allot of online ploys and has very good relations with other partners they use these strengths to market themselves to a great amount of people. This goes hand in hand with their mission statement and vision which is increasing the number of customers and to keep improving our main competitive advantage, since the majority of society uses the internet for all of the business needs, this will work to the advantage of Amazon as they can link up with several of their business partners and even provide links on those pages that will take a potential customer directly to the website. Amazon rarely uses the offline marketing process; they use the motto â€Å"Since most people shop online that is where they will be†. (www. arketingplan. com). Also Amazon has a convenient way for customers to make their purchase more effectively and efficiently which is part of the marketing strategy of them focusing on being customer friendly. Amazon uses a streamlined ordering process that applies the most advanced technology to allow the customers to better navigate and explore online. Amazon uses a one click option once you have everything that you need, you place them in your basket and you pay for everything all at once without having to do multiple orders which make it convenient for the customers. Analyze the company’s financial performance to determine the link between the company’s strategic goals, strategy, and its financial performance. Detail your findings. One of the main strategic goals that Amazon has set with the company is offer quality products that bring in profits that sentiment is identified in the mission and vision statement and over time this company has been able to maximize their profits and minimize their expenses through the North American market as well as the international market as well. The earnings statement shows that Amazon has found a way to have increased sales performance through both of their selling markets. The North America segment consists of amounts earned from retail sales of consumer products (including from sellers) and subscriptions through North America-focused websites such as www. amazon. com and www. amazon. ca and include amounts earned from AWS. This segment includes export sales from www. amazon. com and www. amazon. ca. The International segment consists of amounts earned from retail sales of consumer products (including from sellers) and subscriptions through internationally focused locations.