SWOT Analysis Of Amazon

1. Introduction

1.1 Research Problem Statement

As the information technology soars, electronic commerce is developing (Michael, Technologist, & GET Corporation, 2000). Amazon.com has already taken an important position in most B2C markets worldwide based on its and websites platform.

However, with all these successful experience, Amazon.com fails in duplicating its success in China that is the largest B2C market worldwide and that has been growing rapidly in recent years. As a huge potential market, it would be rather easy to develop e-commerce in China generally. Thus, how Amazon.com, the largest retail company in the world, could not duplicate its success in China as it did in other countries is quite confusing. Therefore, we decided to

Alon (2004) used SWOT analysis when they studied about internationalization for small and medium enterprises. Vivas and Sousa（2012）applied the methodological framework, the Integrated Key for Strategical Thought (IKST), in their study about wine industry in Portugal to look for the efficient strategies for the internationalization of Portugal wine industry. According to Xue and Duan (2008), Value Chain Analysis (VCA) was also a good model when analyzing internationalization for big corporations. Based on that model, they concluded that ZTE (the studied organization) ought to continue its innovation, high efficiency and high risk evasion to maintain its sustainable competitive advantages during competition. SWOT analysis and PEST model have been addressed in Zhan’s study (2011) by using Huawei Technology Corporation as an example to talk about the internationalization of Chinese MNEs and Italy market analysis. To get more proof and information, Williams (2011) applied a mixed techniques combined with PESTEL Model, Porters Five Forces as main tools and with SWOT analysis as complementary

We further seek for specific case study about Amazon.com or relative e-commerce firms. Meanwhile, we will generate more information about Chinese e-commerce development, like the macro- environment (including government policies) through official files and others’ studies.

We are going to apply each model with relative information based on actual situation.

Since PESTEL Model are mainly focus on macro-level, we will begin with it to lay a foundation for further implementation. We will use one week for PESTEL Model application (10 Jan 20018 – 17 Jan 2018). After that, we will conduct a more detail application as SWOT Model implement for one week (18 Jan 2018 – 25 Jan 2018). As for VCA, we will continue it for 5 days (26 Jan 2018 – 30 Jan 2018) due to the settled basic information from the previous two models.

At this phase, we will both collect related information for both UK and China.

3.2 Phase II (Comparison with Models)

After we got each model application for UK and China, we will keep going to the comparison phase. We plan to compare the findings of both countries for each model to establish the differences between them. It will continue for three or four weeks (About the whole