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1Case Study Part 1: (Name of Company)(Student Name)Liberty UniversityBUSI 690: Policy & Strategy in Global CompetitionDr. Alvin Holliman
2Existing Mission, Objectives, and StrategiesExisting Mission StatementMission statements are declarations of a company that describes the corporation’s presentbusiness and purpose (Thompson et al, 2020). Mission statements depict the realm of the business and the purpose it serves in the industry it is in. There are three aspects of a mission statement that a company needs to research and contemplate before declaring an official mission statement. These three aspects include identifying the company’s products/services, details the buyer needs that the company seeks to deliver and the customers that it serves, and it identifies the company as an individual company (Thompson et al, 2020, p. 26). The current mission statement of Amazon is “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience” ("Amazon mission statement 2020 | Amazon mission & vision analysis," 2020). The company is continuously expanding to offer its customersa wide variety of products and services at the lowest possible prices with the added convenience factor that makes Amazon so successful.The current mission statement of Amazon sums up what the company is striving to do forits customers on a price platform and a convenience platform. Amazon is a large ecommerce corporation that it has expanded its services from its original start up roots with retail sales to music, books, video streaming, and grocery delivery. Amazon has expanded its capabilities to fulfill the needs of its customers and continues to do so as the company sees a need to be fulfilled.
3Firm Structure AnalysisHow a firm is structured is a major factor in the success of the company. Amazon has been molded and shaped by the CEO Jeff Bezos and his directional guidance for the company in its many endeavors and expansions. With Jeff Bezos being the founder of the company it is his direction and guidance that has led Amazon to be so successful in its endeavors such as transforming to a digital platform to fulfill customers’ needs whether it is from the Kindle bookstore or listening to Amazon music. Amazon Strategic Positioning Amazon is the largest ecommerce company in the United States. Amazon rolled out its prime membership to open doors for customers to enjoy paid membership perks and free two dayshipping. Amazon’s CEO has been reluctant to release numbers as to subscribers linked to its success story, but on one account in 2018 Jeff Bezos stated that the company had 100 million prime subscribers worldwide ("Amazon Prime's numbers (and influence) continue to grow," 2020). Amazon also couples its video streaming along with prime memberships to allow access to television shows, movies, and its own Amazon original movies and series.