NANKUNDA ELIZABETH
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Business Simulation with Professional Development
UEL-SG-7003-33568
Week 12- Assessment Point 2
“A Reflective Essay on Business Simulation and Professional Development, With a
Focus on Amazon Inc.”
October 28, 2022
Executive Summary
This is a self-reflective essay highlighting the knowledge and skills gained while
studying Business Simulation with Professional Development. I will discuss the process
of undertaking the five-year strategy analysis of Amazon Inc, explain the theory and
practice of businesses, describe a variety of challenges and transitions that businesses
face in the race for success, critically evaluate the research and theory that supports
decision-making and analyze complex issues that different stakeholders in a business
environment must understand. Drawing from the example of Amazon Inc., I will discuss
good practices for business success while identifying critical areas for improvement. I
will labour to demonstrate my ability to develop and communicate critical evaluations of
organizational progress.
is an examination of the This report is a five-year strategy analysis of Amazon
Inc. to its shareholders from 2017 to 2021. It will evaluate the business simulation activity
of Amazon and propose future action plans for the years 2022 to 2026. I shall look in-depth
at the company's vision, mission, goals, and strategy. A performance review of each year
will decide the company’s progress in financial statements, business reports, expansion
plans, and product catalogs. In this strategic analysis, I will use different tools to scrutinize
the strengths and weaknesses, threats and opportunities, and the company’s overall
performance compared to other companies with the same product offerings. The
company’s consumer base, value chain, and public perceptions will be analyzed to provide
a basis for growth and expansion recommendations, emphasizing tactical ways to achieve
the same. These shall include proposing changes to the current strategy based on
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diversification, acquisitions, and potential growth areas.
Keywords
Amazon, Strategic Analysis, Business Simulation, Strategy, Competition Analysis,
Performance Analysis, SWOT Analysis, Marketing, Competitor Analysis, Product
Development, Industry Trends, Finance, Logistics, Value Chain Analysis, Decision
Making, Projection, Brand Awareness, Data Management, Supply Chain Management,
Simulation Performance
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Table of Contents
1. Introduction ............................................................................................................3
1.1 Scope of the Report ............................................................................................3
1.2 Methodology .....................................................................................................4
2. Company Overview .................................................................................................4
2.1 Mission Statement..............................................................................................5
2.2 Vision Statement ..............................................................................................6
2.3 Core Values………………………………………………………………...6
3. Performance Analysis…………………………………………………………….7
3.1 Competition Analysis………………………………………………………….7
3.2 Strategy Review…………………………………………………………….11
3.3 Financial Performance…………………………………………………….11
3.4 Value Chain Analysis……………………………………………………….13
3.5 SWOT Analysis…………………………………………………………….13
4. Strategy Recommendations………………………………………………………15
5. Conclusion………………………………………………………………………...16
6. References………………………………………………………………………...18
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1. Introduction
Strategic analysis is the process of researching and analyzing an organization and the
environment it operates in to make (Cascade, 2021). It involves looking at the company,
from the vision and mission, financial statements, human resources, value chain, strengths
and weaknesses, and the environment in which it operates. This involves determining
internal and external environments, identifying what data to focus and then employing the
appropriate strategic analysis tools such as SWOT (Strengths, Weaknesses, Opportunities,
Threats) analysis, PESTLE (Political, Economic, Social, Technological, Environmental
and Legal Factors) analysis, Porter’s Five forces, BCG (Product Portfolio), SPACE
(Strategic Position and Action), and Value chain analysis. These are the tools I relied on in
my analysis of Amazon Inc.
From when it was incorporated, Amazon has evolved its mission and vision to capture the
market, establishing itself as the most customer-centric company, offering “anything and
everything” to providing that “anything and everything” at the cheapest price possible
(Amazon, 2010). This has always been achieved through diversification of the product
offerings and aiming for the lowest prices.
1.1 Scope of the Report
In this strategic Analysis, I identified the strengths, weaknesses, opportunities, and threats
of Amazon, aiming at pointing out the strategic growth areas. I also reviewed the customer
base, analyzed the value chain, financial statements, and industry in which the company
operates. I relied on the BCG, SWOT, and SPACE matrices, to make recommendations
that are easily implementable and financially viable. I narrowed down the
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recommendations to the recommendations down to two strategies that will help the
company grow its revenue exponentially while solidifying its market leader, i.e., expansion
of the grocery market and capitalization on Amazon-owned businesses. In the discussion
that follows; you will find the analysis that leads to these two recommendations.
1.2 Methodology
To author this report, I relied on resources from ProQuest, internet sources such as Google,
Magazines, YouTube Videos, NY Times Magazine, and Bloomberg. I also had informal
discussions with my colleagues about their views of Amazon in their capacity as customers.
2. Company Overview
Amazon Inc. is a multinational technology company dealing in e-commerce, digital, cloud
computing and artificial intelligence. It is the fastest growing companies of the 21st century
and has earned the reputation for being “one of the most influential economic and cultural
forces in the world,” (James J., Anya B., and Megan R., 2020). Amazon is one of the
biggest and most valuable companies in the world, a brand leader, standing tall beside
Apple, Meta, Microsoft and Alphabet, the big-five cohort of American companies.
Founded in 1994 by Jeff Bezos in Washington, Amazon started out as an online market for
books and has, over the years, expanded to a multitude of product offerings that some have
referred to as the one stop center for everything (Kakutani, 2013). To many, Amazon is the
company that, for the best price, offers millions of products. It has several subsidiaries such
as Amazon Web Services, Amazon Lab126, Zoox, Ring, Kuiper Systems, Twitch, IMDb,
and Whole Foods (Amazon, 2020). Its other product offerings include, “streaming and
download services through Amazon Prime, Amazon Music and Audible, books are
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published through Amazon Publishing, film, and television through Amazon Studios,
including the acquisition of one the biggest film companies in the world, Metro-GoldwynMayer in March 2022.”(Amazon, 2022) The company also has a strong consumer
electronics offering, that includes, “Kindle tablets, Echo Devices, Fire tablets and Fire
TVs” (Amazon, 2018).
Through research and development, Amazon has earned a character as a disruptor of longrecognized businesses and firms (Fortune Global, 2019). Over the years, Amazon has
exponentially grown and in 2021, it was named the world’s largest retailer, attributable to
its Amazon Prime subscription plan which registered over 200million users worldwide
(Daniel, 2021). It is also important to note that Amazon is the second largest private
employer in the United States of America (Evelyn, 2016). In 2017, Amazon's acquisition
of Whole Foods Inc. for 13.4 billion helped solidify its mark as a physical vendor and
expand its portfolio to groceries (Amazon, 2017).
2.1 Mission Statement
The mission and vision statements can be described as highly effective. The efforts to ensure
that the company lives up to these statements are very apparent, as seen in the sustained
accomplishments of the company. The present mission statement is, “We Strive to Offer
Our Customers the Lowest Possible Prices, the Best Available Selection, and the Utmost
Convenience” (Amazon, 2021). It is very customer-centric in all focus markets. It is quite
easy to see that Amazon focuses on providing a wide variety of products and services, at
competitive prices conveniently. This narrows down the goals of the company and sets the
stage for a definitive strategy direction. In my own experience, and that of the people I spoke
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to when researching this paper, it is every customer’s dream to conveniently get the best
available product at the best price.
2.2 Vision Statement
The mission statement is followed by a similarly powerful vision statement, “to be Earth’s
most customer-centric company, where customers can find and discover anything
they might want to buy online.” Amazon and all its subsidiaries, across all teams and
countries are driven by this vision to improve customer experience through innovative
service (Amazon, 2019). This vision single handedly points out the company’s priority
stakeholder, i.e., its customers. The use of the term “Amazonians” in reference to employees
and customers, creates and inspires a sense of belonging to the culture and norms of the
company. It also, though subtly points out one of the goals of Amazon which is to be a market
leader on e-commerce platform.
2.3 Core Values
According to Amazon (2018), the company has core values that are emphasized and
considered in all dealings, especially those involving strategic decisions. They are,
“customer obsession, ownership, invent and simplify, are right, a lot, hire and develop
the best, insist on the highest standards, think big, bias for action, frugality, vocally
self-critical, earn trust of others, dive deep, have backbone, disagree and commit, and
deliver results.” However, I believe that these five have shaped Amazon’s operations the
most:
(1) customer obsession
(3) hire and develop the best
(2) invent and simplify
(4) deliver results, and
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(5) earn trust of other
The outlined five represent the several values that Amazon deems crucial as part of the
culture of the organization. The importance of putting the customer first is always
emphasized and this has driven innovation geared at always giving the customer the
absolute best service. This is the motivation behind the employees’ drive to invent and
the human resource strategy to hire the best talent available that are passionate about
fulfilling the company’s mission.
Amazon employs over 1.3 million full time and part-time employees and has a business strategy
that is a hybrid of cost leadership and business diversification (Amazon, 2020). A total of $386
billion was generated in revenue with a net income of $21.3 billion in 2020 alone (Amazon, 2020).
3. Performance Analysis
Performance analysis is the evaluation of a how business has performed over a given period. In
this section, I discuss the performance of Amazon from 2017 to 2021 while focusing on strategy,
financial performance, value chain analysis, and marketing.
3.1 Competition Analysis
This is a strategy used by businesses to investigate major rivals in the same market with similar
product offerings with the aim of gaining insight into their strategy, products, marketing strategy
and sales to inform intentional decisions to implement stronger strategies, ward off the competition
and capture a significant market share (Smith et al., 1992). The most used framework for analyzing
competition is Porter’s Five Forces. This is a simplified framework that was developed by Harvard
Business School Professor, Michael E. Porter, for evaluating and appraising the competitive
strength and position of a business (Porter, 1979). This framework has been adopted by many
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companies to carry out a competitor analysis and I found it useful in analyzing Amazon’s
competitors.
Figure 1: Porter’s Five Forces
Available
at
https://www.edrawmind.com/article/porters-five-forces-analysis-definition-and-
examples.html
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Threat of New Entrants
The threat of new entrants for any business is always high and more so for businesses that operate
online. Although this may be true, for Amazon, it is different. Amazon is the largest internet retailer
in the world by revenue with significant presence in several large economies (Amazon, 2022). It
is possible that new entrants could copy Amazon’s way of doing business, but they would not have
the large economies of scale that Amazon enjoys. This could be a significant barrier for new
entrants. Reports have shown that e-commerce sales will exceed $740 billion by 2023 in the United
States of America alone (Ouellette, 2022). This is extremely attractive to new entrants but still,
Amazon will benefit from its product differentiation strategy. There are many online businesses
directly in competition with Amazon such as eBay, Best Buy, Alibaba, Walmart and so many
others that were forced to create online alternatives especially in the wake of the COVID-19
pandemic.
Bargaining Power of Suppliers
Amazon has very many suppliers who are held to the same qualifying standards for quality
assurance purposes. Although there could choose to offer their products to competing companies,
Amazon has a robust platform that connects them to the buyers. They also cannot increase the cost
of inputs because there will be another supplier offering the same product for cheaper. This means
that the negotiating capacity of suppliers is minimal.
Rivalry Among Competing Firms
This is extremely high given the number of competitor firms and comparable businesses as listed
above. Alibaba and Walmart are big competitors both in size and product offerings. Amazon.
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Threats of Substitutes
Amazon faces significant threats from substitute products and services such as low switching costs,
high availability, and low cost of substitutes. This means that customers have options and as such,
Amazon is continuously inventing solutions to counter this threat and maintain leadership status.
The brand image has been immensely helpful in mitigating this and served as a successful shield
coupled with the company’s infrastructure, distribution and warehousing network, and service
quality.
Bargaining Power of Customers
Amazon offers different prices for the same or comparable products, giving customers options.
There are also many companies from which the same products it offers can be obtained, therefore
customers have a high bargaining power. This threat is mitigated by the fact that Amazon’s vision
is customer-centric service. Customer satisfaction is a priority to the company, and this has created
avenues for ensuring customer loyalty.
Overall, Amazon is a well-grounded business contemplating Porter’s five competitive forces.
Competition in the market is extreme, substitutes are many, suppliers are many and customers
have a high bargaining power but, Amazon is a remarkably successful company able to meet all
these challenges.
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3.2 Strategy Review
Amazon's generic strategy is cost leadership in a broad market segmentation. It has a large market
and services a varied socioeconomic background. The market is highly segmented both by market
Amazon has an extremely broad marketplace subdivision, both by global markets and broad range
of products. This strategy has been efficient for Amazon even in the face of intense competition,
most of which cannot duplicate or imitate the strategy that Amazon deploys. Amazon has
extremely high customer attention because of the extensive product offerings and services which
keeps the profits high.
Amazon also uses differentiation seen with the fast-paced delivery services and innovative
technology. The company is clearly more focused about earning market share than turn a profit.
This has led to a balance between financial and strategic objectives. Amazon has a competitive
advantage of low prices, wide variety, delivery, and flexibility.
3.3 Financial Performance
Amazon has grown its revenue year after year since 2017. The trend is so impressive that even in
2020 when the business world was gravely affected by the COVID-19 pandemic, Amazon
registered the highest growth in revenue. This shows how the company is set up to withstand
different environments. Being an online platform, Amazon is a huge marketplace that allows
different suppliers to sell their products on the platform with a 15 to 20% cut for the company.
By 2021, the online stores of Amazon sold more than $200 billion. Advertising was another huge
source of income accounting for $31.16 billion in 2021, a 45% increase from the previous year
(Amazon, 2022). The graph below illustrates this huge income growth.
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Figure 2: Amazon Income 2017 to 2021
Available at: https://www.greyb.com/amazon-business-strategy/
Figure 3: Amazon Stock Prices 2017 to 2021
Available at: https://www.greyb.com/amazon-business-strategy/
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Amazon has consistently grown its revenue while registering exceptionally low operating costs.
The financial analysis reveals that this a financially strong company. The stock prices also went
up in the years 2017 to 2021, another indicator of how financially strong Amazon is.
3.4 Value Chain Analysis
A value chain is a business model that details the various activities designed to create a product or
service offering (Carla, 2022). It involves all the steps involved in bringing a product from
conception to distribution and everything in between such as procuring raw material,
manufacturing functions, and marketing activities. There are primary activities that companies rely
on to utilize resources and produce and deliver value to the end user (Porter, 2008). Understanding
the value chain helps companies to produce points for improvement.
Amazon has reliability, robust operations, high-class services, and best customer experience as the
sources of value addition. It is an overly complex corporation with numerous ways to purchase
and offer its products. An analysis of the value chain confirms that the customer is the dominant
character in the market, a meticulously organized diverse delivery and services channel provides
different revenue sources, automation is the key to doing business, outsourcing adds value to the
organization’s operations, professionally researched investment in marketing and sales results
brings in revenue.
3.5 SWOT Analysis
This is a study undertaken by an organization to identify its internal strengths and weaknesses, as
well as its external opportunities and threats. This tool was extremely helpful in understanding the
opportunities that Amazon has, its challenges and the strengths that need to be solidified. The
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company can leverage on several opportunities in the emerging markets to deliver value for itself
and all the stake holders.
Strengths
Amazon is the world’s leading online retailer through employing a three-pronged strategic thrust
on cost leadership, differentiation, and focus. This has helped in delivering value to the
shareholders and customers over the last five years. Amazon is also a well know brand across the
world, even in countries where they are not operating which will ensure a smooth entry should
they choose to venture out. The information technology structure has also ensured efficiency in
the delivery of service.
Weaknesses
The biggest weakness is the rapid expansion into various areas that gives the impression that
Amazon is spreading itself too thin. There is no one focus area and there is a possibility of moving
away from the core competence which will eventually affect the business. The free shipping
service could significantly affect the revenues and ability to sustain themselves in the market as
demand for the products increases. Amazon operates at near zero margin which has significant
effects in the profitability of the company. The revenues are remarkably high, but this might not
necessarily be translating into profits.
Opportunities
Amazon can capitalize on its brands and make them bigger and stronger there by cutting out other
suppliers and retaining 100% of the profit. There is an opportunity to expand to new markets across
the world, this would increase the sales.
Threats
Amazon relieves on internet to operate, this means that if the internet were to shut down, the
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company would lose most of its business. There is also competition as online business is open to
anyone and everyone. Threats of cybercrime are prevalent on internet-based services and therefore
amazon must invest heavily in making sure that the customers online data is safe.
4. Strategy Recommendations
Capitalize on Amazon private brands
I recommend the development Amazon’s own brands more and intensifying the marketing
programs to solidify reach to the dedicated customer base that has been built. The strategic
investments into selling Amazon commodities will increase valuation at a low cost. This would
eliminate the excess revenues that are lost to suppliers of related products on the platform. The
more private brands Amazon can list the more revenue will be earned.
The implications of this would be to build a solid customer base and create unique value, standing
apart from the competitors. This could be selling these products at low prices and making the
products so enjoyable for customers that they keep coming back for more. The risk factors for this
include lack of resources, or heavy investment in production. It also takes away the vastness of
options that customers have. I would recommend implementing this in stages as the other products
are slowly phased out.
Expansion into new markets and products
I recommend expansion further into new countries and new product lines such as the grocery
market. Currently there is AmazonFresh and AmazonGo, Amazon could expand this capitalizing
on the recent acquisition of Whole Foods. The aim would be to increase customer reach and
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increase sales. This strategy comes with risks such as political environments and legal frameworks
that may not be favorable. To open grocery shops, Amazon needs to start slowly, test out a few
stores and monitor the progress to determine further expansion initiatives.
5. Conclusion
Amazon is a highly profitable company that has continuously grown over the last five years. In
maintaining the core values and principles, they will continue to flourish and expand the business.
Improving the private brands will increase both their competitive advantage and industry strength.
The aggressive marketing strategy, product and market development are key in maintaining their
standing. Amazon exceeds global market expectations both in North America and internationally,
which shows their industry strength.
Expansion into the grocery delivery market will boost their competitive advantage. Creation of a
private brand will increase revenue earnings. The industry power is an added advantage that
coupled with their customer loyalty will ensure success in creating a private brand. The grocery
market provides a new way to grocery shop and expansion into more areas for delivery. This would
improve the competitiveness of Amazon, industry strength, versatility, and financial stability
(Amazon, 2021).
Competition and substitution can be mitigated, by creating a private brand. Addition and expansion
of their grocery delivery, Amazon will launch into in a new market. Amazon is well placed, but to
keep that position they must execute different strategies.
Amazon has maintained a strong research and development sector that has been efficient in
providing excellent consumer experience. There is a great shopping experience online with variety
and competitive prices. Technology is at the core of amazon operations and the investment in
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innovation and creativity is high. According to Amazon, (2018), in 2017, Amazon invested $22.6
billion in research and development. Such investments ensure continued success of the company.
From this analysis, it is noticeably clear that Amazon is rapidly growing and expanding, and more
growth is expected in the next five years. Collaboration with other companies has ensured this
success and the continued acquisition of more companies also increases the cash flows.
From this Analysis Report, Amazon has disrupted many industries from advertising to online
grocery shopping to space. The extent to which the product offerings could extend is limitless and
hard to predict but most certainly, Amazon will be big for years to come. The aggressive business
expansion strategies and diversification of product offering make it a great company to follow and
invest in. we can expect that over the next five years, Amazon will continue to deliver value by
making customer experience amazingly comfortable. The competition is no major threat as
Amazon has what it takes to stand tall in all challenges as seen in the peak growth during the
pandemic.
Word Count = 3300
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