Amazon.com is an e-commerce company and is one of the biggest retail stores in the United States. From a small bookseller in 1995, its 2014 Annual Report reflects billion dollars worth of assets (Amazon.com). While based in Seattle, Washington, its products and services are also available and accessible in different countries located in Asia and Europe.
The business performance of Amazon may be assessed based on three measures: 1) financial, 2) customer, and 3) internal processes. On the financial metric, profitability is evidenced by its exponential growth – from a small company to an internationally famous brand name. Billions of dollars of gross sales are coming in from its three sets of customers: 1) the direct buyers, 2) the traders and suppliers that offer their products through Amazon, and 3) small businesses and web developers linked to its platform. In terms of customer service, Amazon asserts its vision to offer “earth’s biggest selection and to be earth’s most customer-centric company” (Chaffey). The ease in transactions and payments and fast delivery of its goods and services are all aimed to gain customer satisfaction and ultimately establish loyalty which translates into repeat sales. Most importantly, vast information about consumers, products and services are collected and processed through continuous experimentation and testing by the company’s analysts, researchers, web developers and computer engineers whose goal is to find ways to translate these raw data into measurable business plans and strategies. Thus, although faced with a lot of risks particularly in logistics management, Amazon using its new technologies and advance software is able to efficiently handle its supply chain component and intricate sales networks all over the world.
1996-2015, Amazon.com, Inc. Annual Reports.Web://phx.corporate ir.net/ phoenix.zhtml?c=97664&p=irol-reportsAnnual
Chaffey, Dave. Amazon.com Case Study.Web. January 20, 2016. http://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/amazon-case-study/