Strategic Analysis for

Essay by ssuyuanUniversity, Bachelor'sA+, June 2003

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History and Vision: opened its virtual doors in July 1995 with a mission to use the Internet to transform book buying into the fastest, easiest, and most enjoyable shopping experience possible. Amazon is the biggest on-line international store in the world. While their customer base and product offerings have grown considerably since their early days, they still maintain their founding commitment to customer satisfaction and the delivery of an educational and inspiring shopping experience.

Amazon has millions of products in their online catalog. is the place to find and discover anything you want to buy online. They have earth's biggest selection of products, including free electronic greeting cards, online auctions, and millions of books, videos, CDs, DVDs, toys, games, electronics, kitchenware, computers, and more.

Amazon's vision:

They want to provide the best shopping experience and become the place where people come to find and discover. Along with an extensive catalog of products, they offer a wide variety of other shopping services and partnership opportunities.

Amazon tries to convince all online customers to use Amazon as their sole search platform.

Strategies and Objectives:

Amazon wants to become the world's biggest e-Commerce company. Amazon tries to assemble nothing less than earth's biggest selection of goods then make them available on their website for people to find and buy. They also seek to become friendly to customers. Amazon focuses on how to personalize services for their customers. Bookstore policy is personalization and customization. Amazon has good browser tools to let the customer find books and any other product easily and quickly on the Internet through their platform to shorten the delivery flow and speed delivery time.

Amazon provides customers personal services and discount prices. Customers can find and discover anything they might want to buy online. Competitive pricing is the most...