A company self-examination

A company self-examination. What are we known for? Who do we want to become?In this assignment, you will create a Situation Analysis for Amazon.com.Amazon.com has been through numerous changes in recent years. For this assignment use the information listed, as well as your own knowledge and research, to complete the provided situation analysis template. Additional research should include the use of the company’s Website, the course textbook, and other online sources.AmazonHistoryAmazon.com, (NASDAQ: AMZN) is an American e-commerce company based in Seattle, Washington. Founded in 1994 by Jeff Bezos, and launched in 1995, Amazon.com began as an online bookstore before diversifying its product lines by adding VHSs, DVDs, music CDs, MP3s, computer software, video games, electronics, apparel, furniture, food, toys, and more. Amazon has since established separate websites in Canada, the United Kingdom, Germany, Austria, France, China, and Japan.Since starting out in his garage in Bellevue, Washington, Jeff Bezos has gone on to form one of the greatest ecommerce sites the internet has ever seen.*Thoroughly analyzed the customer base of the company as indicated in the provided template.*Thoroughly analyzed the company’s current situation as indicated in the provided template.*Thoroughly examined the context of the company as indicated in the provided template.*Thoroughly defined the collaborators of the company as indicated in the provided template.*Thoroughly defined the competitors of the company as indicated in the provided template.*Thoroughly suggested three (3) recommendations on the provided template regarding what the company should become.*0 errors as possible *The answers go in the aloted spots given in the template provided in the attached file
mkt100_assignment2_template.docx

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Assignment 2
Situation Analysis
Based on what you’ve learned so far in this course, regarding the 5 Cs (Customers, Company, Context,
,Collaborators, and Competitors) 4Ps(Product, Price, Place, and Promotion), and STP,(Segmentation
Targeting Positioning) complete the assessment questions below.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Amazon)
1. Customers
Who are the current customers/users? Include information related to demographics,
psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a certain
social or cultural group and how customers perceive the product/brand. It’s also possible to include
demographic information related to: age, educational attainment, geographic area, gender, race,
employment status and/or home ownership. Additionally, you can discuss psychographic information
which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of
people. This area is also related to situational life stages as well as customer beliefs, and how customers
want to see themselves and be perceived. Some examples of psychographic groups include video
gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new
homeowners, college students and new parents. Be aware that some products/brands may appeal to a
wider customer base than others.
[Insert response]
What do the customers buy/use?
[Insert response]
What changes can the company/brand expect in the future? How can the company/brand better
serve its customers? Include information about potential opportunities and threats.
For example, you could include information about the current demand for the product/brand, and how it is
changing or has changed including possible variations or modifications in the future. You may also
determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s
also possible to consider and talk about whether the product/brand is a less expensive substitute,
perhaps, or maybe a product/brand that is easier to use with more features.
[Insert response]
© 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1156 (8-14-2015)
Page 1 of 3
Assignment 2
Situation Analysis
2. Company
[This is what the brand is currently.]
Identify strengths and weaknesses of the company/brand as it exists today. What does the
company/brand do well and not so well at this very moment?
[Insert response]
[This is what the company/brand needs to become.]
How can the company/brand improve its weaknesses and maintain or grow its strengths?
Suggest how the company/brand can improve upon the things it does well and not so well.
[Insert response]
3. Context
Define the current business environment. Include information about political, legal, economic
technological and societal factors that may influence sales.
For example: You could perhaps discuss the current trends and conditions for this Industry and for the
brand. It’s possible to include information about how the Economy affects this industry. This could include
changes in income: are people losing jobs, or getting paid more? Changes in spending habits could be
considered as well. Other factors such as use of public transportation and shopping online may also be
relevant. Whether or not the product is high-tech, or state-of-the-art can be also be included in describing
the context. For example, are there other companies producing new versions of the product? Is the
market changing quickly? How is technology affecting this product or service? Are there any new laws
that may affect the brand?
[Insert response]
4. Collaborators
Define the business partnerships. Does the company/brand have any current partnerships? What
other company/brand may be a good partner for them?
[Insert response]
© 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1156 (8-14-2015)
Page 2 of 3
Assignment 2
Situation Analysis
5. Competitors
Who are the main competitors?
[Insert response]
6. Recommendations
Based upon the analysis you just completed in this worksheet, what are three (3) key
recommendations that you could pass along to Management regarding the future direction of the
company you selected?
1. [Insert response]
2. [Insert response]
3. [Insert response]
© 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1156 (8-14-2015)
Page 3 of 3

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