BA 499 Brenau University Amazon Business Case Analysis Paper

this Business Capstone is a well researched and professionally authored Strategic Plan for Amazon’s Seller Fulfilled Prime (SFP) initiative.

1. Background and Overview: Provide 2-3 paragraphs that position the initiative in the larger context and history of Amazon Marketplace.

2. Situational Analysis – External: Review all seven of the general environmental categories (technological, demographic, economic, political/legal, sociocultural, global, and physical environment trends) looking for opportunities and threats that could impact the organization and initiative. Use Porter’s five forces model to analyze the industry in which Amazon Marketplace operates to identify key competitors and analyze their strategies, core competencies and likely competitive responses. (2-3 pages)

3. Situation Analysis – Internal: This section (and subsections with headings) will examine the functional strategies associated with the departments impacted by the SFP initiative. Consider the value chain implications of the initiative and explain how functional/departmental changes under the initiative would create value. Provide a traditional SWOT analysis specific to the SFP initiative (NOT a SWOT for Amazon overall). Include coverage of how Amazon’s philosophies and culture support innovation. (2-3 pages)

4. Strategic Analysis: Strategy is the “how”. Concisely state the strategy proposed and its associated pro’s and con’s. Include recommendations for addressing drawbacks and how management of risk might improve likelihood of the initiative’s success. Include a discussion of worst-case scenarios and material risks that may be beyond the ability of management’s control. (1-2 pages)

5. Strategic Recommendation: Management must ultimately make a “go/no go” decision on the initiative. Provide a concise recommendation and summarize your justification briefly based on previous analysis. If you suggest a “no go” decision, provide specific rationale and if you suggest a “go” decision, be specific regarding how SFP supports a superior competitive strategy. Students are encouraged to provide qualitative and quantitative justifications for either decision. (1 page)