MSc Management Business Project Assignment Sample
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Executive Summary
E-commerce is gaining huge importance among consumers when it comes to shopping online. Amazon operates in an online retail chain offering varieties of products and services to their customers. Even though, they have generated huge sales and revenue they are facing several issues that need to be resolved for proper business functioning. The report has described the major challenges they have been facing. It has been found in the report that the company faces tough market competitiveness, technological changes, criticism from employees, and changes in taxation policies. It is further illustrated using secondary data and statistics.
Furthermore, the stakeholders of the company have been analysed and the impact of research on these stakeholders is described. The internal stakeholders of the organisation include shareholders, employees, and investors, whereas; the internal stakeholders of the organisation include customers, third-party sellers, and government. It has been found that Amazon takes customer complaints very seriously and addresses them adequately. Along with that, third-party sellers are not happy with Amazon services as they force them to pay taxes and fulfill other requirements. Third-party sellers have asked Amazon to take part actively and resolve these issues.
PESTLE analysis is done to identify the impact of external factors on the organisation. It can be found that changes in taxation rates have affected the pricing strategy of the company. The economic downturn was responsible for the impact on the sales and revenue of the organisation and has brought their economies down as well. Other than that, competitiveness is increasing rapidly and various competitors of Amazon from different industries are described along with clear justification. It includes Hulu, Netflix, Alibaba, Walmart, Microsoft Azure, and many more. Many of the traditional brands are also offering online service facilities to consumers offering them an opportunity to choose from varieties of options while shopping online. The company also faced criticism from their employees due to poor wages and poor working facilities at warehouses.
Some recommendations have been proposed as per the issues identified. It has been suggested that Amazon needs to adopt Augmented Reality as it helps in offering a real-time shopping experience to consumers. Further, they have to invest in R&D to bring product innovations as the products they offer are similar to other brands and companies. Along with that, they have to improve working facilities for their workers so they can reduce the criticism they are getting. At last, they must work on differentiating themselves from other organisations to keep the competition low and attract more consumers.
Introduction
The report is based on accessing the challenges and current issues being faced by Amazon. It can be observed that Amazon sales and revenue are increasing continuously but with the increased competition their issues are also increasing. Amazon is a huge e-commerce platform that started as a book-seller but Jeff Bezos’s innovation and creativity was the primary reason behind Amazon’s success (Onyusheva and Seenalasataporn, 2018). The company is now known as the world’s largest online marketplace allowing consumers to buy everything from groceries to cloud services. Various third-party sellers are also commissioned with Amazon for selling their goods and services. The products and services offered by the company include retail goods, prime membership, consumer electronics; Amazon web services (AWS), computing, storage, analytics, and many more. The company operates in every market segment serving millions of customers.
The research will be done to identify the issues that Amazon faces in a current competitive environment. The company is known to be a technological company and they have developed huge technologies to meet the market demands. Even though with the increased technological trends they have to keep updating technologies and adopt new digital technologies to meet the client’s requirements. Further, the increased demand for online shopping among consumers has pushed organisations to bring their online website for selling goods and services online that is responsible for increasing market competitiveness for the company. Other than that, Amazon Prime offers entertainment services to their customers but various subscription platforms are available increasing competitiveness for them (Ahmed, 2020). Further, they also face issues related to changing government policies and fluctuation in tax rates as they are shipping worldwide it is must for the company to handle these issues effectively.
Moreover, the report will describe the client’s issues and challenges in broad terms along with clear justification. The research will be impactful for different stakeholders of the company that will be analysed. The report will utilise secondary data to identify the challenges and issues for proposing recommendations in further sections.
Challenges/problems the client is facing
Amazon.com is an e-commerce platform that is growing continuously as they are innovating their services as per market demands. Various issues can be identified that possess a threat to the company (Goubil, 2021). The company serves customers all over the world that enhances challenges on the company about meeting the demands of consumers living in different segments. Some of the challenges Amazon is facing are described below briefly:
Changing sales tax laws: Amazon operates worldwide and has a huge consumer base. As the company run an e-commerce platform and supplies goods and services online to its customers. It can be observed that tax policy and tax laws are different in every segment of the world that imposing great pressure on the organisation. Many states are implementing new rules and regulations in the post-pandemic world as they are facing a financial crisis. The change in taxation rates not only affects the company supply chain but also forces them to change their pricing frequently (Cavallo, 2018). It could be challenging for the company to deal with the change in sales tax laws.
Customer returns: The primary reason behind the success of Amazon is that it offers return policies to user-friendly customers. The return policy allows the customer to return their products if they are not satisfied with product features, quality, or other reasons. Many of the times, Amazon also allows the customer to enjoy a free return policy depending on the product category (Gao, 2021). Once the product is opened and returned by the customers, many of the times it is not in good condition to be re-sold. It could be challenging to face the price of returned products and it is responsible for losing revenue from the sale.
Increased competition: The market competitiveness is increasing rapidly and they faced huge competition from various retail shops, online retailers, and other services they provide. As per the research, it has been seen that online shopping trends are increasing rapidly and many of the companies are operating their online website offering consumers various options to buy from. Further, the web services they offer are best but Microsoft is giving tough competition to Amazon. Moving ahead, the prime subscription Amazon is offering also operates in a competitive market environment and varieties of subscriptions are available in the market increasing the switching power of consumers (Lad et. al. 2019). The retailers in the market are also increasing their service facilities to attract consumers and it can be threatening for Amazon as well.
Technological trends: The technological trends are increasing rapidly that imposes a huge challenge on the company to keep updating their technologies. Even though the company continuously works to bring new technologies as per demands but keeping up with the technological trend can be challenging (Lai et. al. 2018). Along with that, the market competitiveness is also increasing and competitors are also adopting technologies at a rapid pace that puts huge pressure on the company to cope with the emerging technologies. On the other hand, the demand of consumers is also increasing, and meeting those demands is essential to hold the potential consumer base.
These are some primary issues that Amazon is facing and addressing them is must to operate in the competitive environment.
Purpose of the report
The primary purpose of the report is to identify the current challenges faced by Amazon to reduce the impact of these issues. Addressing these issues plays a crucial role in today’s competitive environment before it becomes a threat to the company’s market position. Amazon operates worldwide and it imposes various issues on the company related to its international performance (Berg and Knights, 2021). Government scrutiny is also increasing and dealing with it is also challenging. In this report, various issues that can possess a threat to the organisation will be observed with clear justifications. Based on the issues identified, several recommendations will be made to deal with such issues.
Impact of research on stakeholders
Amazon was established in 1994 by Jeff Bezos and started by selling books online. With innovation and creativity, Bezos has developed Amazon as a huge e-commerce platform known to be an everything store. Changes in business strategies, financial services, sales, and revenues are responsible for impacting the shareholders to a great extent. Internal and external stakeholders of Amazon and the impact of research will be described. The internal stakeholders of the company include directors and officers, employees, and shareholders (Bundy et. al. 2018). On the other hand, external stakeholders of the organisation include online sellers, competitors, government, and customers.
Shareholders: These are the most powerful stakeholders of Amazon as they can influence the operations significantly. The major shareholder of Amazon is Jeff Bezos, MacKenzie Bezos, Vanguard, BlackRock Institutional Trust Company, and Fidelity Management & Research Company. It can be observed that a financial downturn in the organisation will affect the shareholders to a great extent. They also show huge interest in the issues faced by the organisation currently. Their acceptance of various changes and strategic planning is must for the smooth running of the organisation (Finance, 2020). The research will impact shareholders as it will help in identifying the issues Amazon is facing and it will be beneficial for them to plan accordingly.
Employees: Employees are the primary asset of the organisation and keeping them satisfied is must. Amazon has around 800,000 full and part-time employees and the count of employees Amazon has is more than eBay and Google (Wells et. al. 2018). They pay a minimum wage of $15/ hour to all their employees. But the company has been always criticised for paying low to their delivery workers and complaints related to the safety of delivery workers can be observed as well. The changes in the strategic direction of the organisation will be responsible for bringing change in employees’ working ability. The research will bring changes that need to be adapted by employees so they can work effectively.
Customers: Customers are the most precious stakeholders for the company as their contribution is the reason behind Amazon’s success. Amazon serves millions of customers worldwide and they take customer complaints very seriously to keep their level of satisfaction high (Hazan, 2019). The competitiveness in the market and availability of similar products is increasing the switching power of their customers. The research will help the company in decreasing the switching power of consumers as it is mandatory to secure a competitive edge in the market. Other than that, it will also benefit the company by implementing strategies to increase the satisfaction level of consumers. In this way, they can improvise their potential customer base and hold them.
Online sellers: There are millions of third-party sellers available on Amazon helping them to meet customer demands adequately. Without online sellers, the business model of Amazon is unsustainable and unimaginable (Glaveli, 2020). They have many small sellers but Amazon does not favour these small sellers and they go out of business very early. It is must hold the small sellers as well because they offer varieties of options to the customer along with price fluctuations on similar products. The research will help in analysing the issues online sellers are facing in correspondence with Amazon services. It will impact online sellers by reducing their issues and offering them varieties of services for operating.
Government: The government also plays a critical role in every business aspect as frequent changes in their policy can affect the business practices to a great extent. The company must analyse these changes and makes improvements adequately. For instance, changes in taxation policy and rates can affect the supply chain and delivery of goods worldwide. The research will utilise an external analysis model to identify the political influence of the company and increased sales and revenue will also impact the GDP.
Evaluation and analysis of secondary data
Amazon is operating worldwide and the pressure of dealing with international consumer is challenging due to various cultural barriers. For examining the issues Amazon is currently facing external analysis is done to identify the potential issues.
PESTLE Analysis
Political: From the above sections, it can be observed that government is the external stakeholder of the company, and changes in government policies can impact the business operations. It can be seen that the company delivers products and services all over the world that makes it essential for the company to follow various taxation and other policies. The policies and rules of government change from one country to another and they have to keep monitoring them. After the pandemic, taxation rates have been fluctuating imposing a threat on the company to manage them adequately (Alshmrani, 2021). Fluctuation in taxation rates increase or decrease the pricing of product that can affect the consumer base as well. It has been found that Amazon puts the burden on third-party sellers to deal with the sales tax changes but many of them are putting pressure on the organisation to take an active role in managing sales rate. They face challenges and confusion while thinking of remaining with compliance.
Economic: The economic crisis that the world is facing has forced the government to make changes in its tax policies to improve the GDP. It affects the pricing strategy of the organisation. Further, the economic downturn has also bought changes in consumer preference as many of them have faced income issues and were unable to meet their luxury demands (Singh et. al. 2020). Hence, the economic downturn not only affects the country’s GDP but also affects the organisation’s financial performance.
The above statistics clearly illustrates that their sales and revenue was decreased from the quarter 2019 due to the economic downturn and pandemic. It is mandatory for the organisation to change their strategies so they can improve their quarterly revenue.
Social: Consumer preferences are changing frequently imposing huge pressure on the company to meet their demands adequately. Amazon keeps their customer as their priority and tries its best to resolve their complaints for improving their level of satisfaction. Other than that, the market competitiveness is increasing rapidly that offers varieties of options to the consumer where they can buy from. Various online websites have been developed and retailers are developing their services that impose huge competition on the company (D’Agostino, 2018). Walmart, eBay, Flipkart, and many other online retailers are there offering similar services. When it comes to AWS, Microsoft Azure, IBM Cloud, Google Cloud Platform and many more are also offering similar services. They face tough competitiveness in their streaming industry as well and their competitors include Apple TV Plus, Hulu, Netflix, and more. AS the company operates worldwide the demands of the consumer also changes that also imposes a threat on the company to update their products and services as per market demands.
Technological: Technologies are at the boom and Amazon is known for its developing technologies as they offer varieties of technical services to their customers. Even though, it puts pressure on the company as they have to continuously update their technological services as per market demands (Onyusheva and Seenalasataporn, 2018). Technologies like AI, Machine Learning, and Augmented Reality are going to rule the world in upcoming years and it is must for Amazon to bring these technologies to secure a competitive market position.
Legal: Various legal rules and regulations are there that change from one country to another and they must manage those changes adequately. For instance, the UK has employment law that needs to be followed by the company effectively (Desai, 2019). Amazon has been criticised for paying poorly to their delivery drivers and for poor safety facilities as well. This criticism can affect the brand reputation of the organisation and it is must for them to follow legal rules adequately.
Environmental: Amazon still uses plastic packaging for delivering products to their customers that is a huge contributor to environmental pollution. It is the responsibility of Amazon to reduce its environmental footprint so it can work sustainably (Caraway, 2020). They can also utilise a renewable source of energy wherever possible to work ethically.
Market competitiveness through Porter’s five forces
Bargaining power of buyers: The bargaining power of buyers imposes a strong force on the organisation as the stress of customer satisfaction and product quality is high. It is high due to tough market competitiveness in the industry. The e-commerce industry is at boom after the pandemic as every retailer or large enterprise is operating their online website allowing customers to buy products directly (Sadq et. al. 2018). It imposes huge pressure on the company as consumers have varieties of options to choose from. If the company is unable to offer better service and high-quality products to consumers they will switch to other companies or brands that can affect their customer base. Amazon must give importance to their customer and focus on meeting their demands.
Bargaining power of suppliers: It imposes a low force on the company as the company is a well-established player in the industry they always have an upper hand over the suppliers. As the company has large sales, every supplier is willing to supply products to the company as per their demands (Rodrigues, 2020). Other than that, they also assure that their suppliers are sourcing products following all the ethical working principles. They also manage a healthy relationship with their suppliers.
Threat of substitutes: The company operates in a hugely competitive environment where varieties of companies and brands are offering similar products at different prices. If the company is unable to meet the market demands they will search for similar products and order them from another organisation. It increases the switching power of consumers as they can easily change and buy the product from other retailers (Sharma, 2020). Other than that, the products of Amazon are not unique; hence, they face a huge threat of substitution. For example, Amazon Prime operates in the streaming industry where they face the threat of substitutes from Netflix, Hulu, Disney, and many more. The below-described statistics depict that they face the toughest competition from Netflix and Hulu.
Threat of new entrants: Nowadays it is not difficult to develop an online retail store to reach the customer segments but reaching the market position of Amazon is challenging (Lincoln and Andrew, 2018). It requires huge investment and efforts to earn the brand reputation and market share as similar to Amazon. Therefore, it imposes a low force on the company.
Competitive rivalry: The Company operates in a competitive environment and it is expected that the competition will increase as time pass. Retail online sellers are increasing rapidly due to changes in consumer shopping behaviour. Traditional brands like Walmart, Tesco, and Sainsbury are also offering online delivery options to their customers. Further, Walmart is the retail brand offering global competition to Amazon. Further, online retailers like Alibaba, eBay, Flipkart, and many more are also similar e-commerce platforms offering varieties of products and services to their customers. The switching power of consumers is the high and easy availability of substitutes also puts huge pressure on the company (Alexandrova, 2019). Other than that, Amazon Web Services also faces competition from Google Cloud Services, Microsoft Azure, and more. In the case of the streaming industry, they face competitiveness from Netflix, Hulu, Disney, and many more. Hence, it can be observed that the market competitiveness imposes a strong force on the company.
Critical analysis of issues as per the models
Financial issues: It can be observed that the company has seen revenue decline after 2019 due to various reasons. From the analysis, it can be depicted that the sales decline could be because of a pandemic. The pandemic is responsible for supply chain disruptions all over the world as transportation was stopped for stopping the spread of the virus. This has impacted the business economies as they were unable to deliver products to their customers and the third-party sellers were also unable to meet the raw material demand to produce finished goods. Not only that, but the unpredictable closure has also stopped the goods from being delivered that was already dispatched. Due to this, consumers were asking for a refund and that was also responsible for bringing the economic downturn. Other than that, consumer switching power is increased as various substitutes are available in the market (Athey and Luca, 2019). If the organisation is unable to meet the consumer requirements, product quality and better service their customer will switch to other online retailers and it can affect their sales and revenue to a great extent.
Furthermore, it has been found that Amazon allows their customer to return their product if they are not satisfied with the quality, size, or other reasons. The returning of the product increases customer satisfaction but once the product is opened it doesn’t remain in a condition to be re-sold. If the product is not sold then it will affect their revenue and sales.
Technological trends: The technologies are emerging rapidly putting increased pressure on the company to cope with them. It becomes essential for Amazon to develop its technological services as per market demands. In their technological services, they face tough competition from Microsoft Azure, Google Cloud Services, and more. Other than that, technologies are offering numerous opportunities to analyse customer demands and resolve their issues adequately (Patil and Chavan, 2020). In this context, Amazon needs to work on improving their technology effectively so they can stay market competitive, Further, they must adopt Augmented Reality to offer better online shopping experiences to their consumers.
Market competitiveness: The Company operates in an environment where varieties of organisations, brands, and retailers are operating. It offers consumers varieties of choices they can buy from and it imposes great competitiveness on the company. Further, the company operates in different industries like it offers cloud services, retail products, grocery products, clothing, streaming industry, technological services, and many more (Wu and Gereffi, 2018). From the above analysis, it can be predicted that the market competitiveness is increasing rapidly and it is must for the company to bring uniqueness in their innovation.
Changes in government policies: The pandemic has forced the government to bring changes in their policies and rules frequently to deal with unpredictable issues. No organisation was prepared for the Covid-19 and it was responsible for a huge loss. The taxation policy of every country is different and it is must for the company to manage their business operations accordingly so they can deliver products effectively (Hacıoğlu-Hoke et. al. 2021). Fluctuations in taxation rates have forced the organisation to fluctuate its product prices. Therefore, it can be responsible for affecting their consumer base.
Criticism for poor payment to delivery drivers: From the entire analysis, it can be seen that the company faces huge criticism from many of their delivery drivers as they pay the poor wage to them. Other than that, they have also faced criticism for poor safety and maintenance of working facilities for employees. The pandemic was responsible for exposing the way Amazon treats their employees that packs and ships boxes from warehouses. Many of them have a complaint about the poor facilities they offer to their employees like lack of protective equipment and masks, whereas; many of the employee’s complaint that the company is not forthcoming about the people that are getting sick. The US Federal Trade Commission has also ordered Amazon to pay nearly $62 million for tips that were for delivery drivers. These are some criticism that Amazon is facing when it comes to ethical employment facilities (Williamson, 2021). These are some current challenges that the organisation is facing in the ost-pandemic world. It is must for them to resolve them adequately to secure their market position and brand reputation.
Recommendations and Conclusion
Recommendations
Augmented Reality: Augmented reality is described as a technology that offers real-world environments to the objects that reside in the real world are improvised by computer-generated perceptual information (Palmarini et. al. 2018). Amazon has recently launched an AR application that allows the customer to scan QR codes on the shipping boxes to develop a shareable, interactive AR experience. Using augmented reality, they can enhance the online shopping experience of consumers. It allows consumers to take the real-shopping experience while shopping online. For example, they can analyse how the furniture will look at their home, the clothes on them and accessories as well. It will offer consumers an online shopping experience that is not offered by many online retailers. It has been recommended that AR will be beneficial for Amazon in standing out of the crowd and improving their customer satisfaction level. It is beneficial as AR helps in filling the gaps felt by customers while shopping online. Many consumers don’t prefer shopping online as they are not able to find how the product will look in real life. Using augmented reality can be resolved to some extent.
Product innovation and uniqueness: It can be observed that the products they offer are from third-party sellers and many of the products are similar to the products offered at another e-commerce platform. Amazon primarily focuses on offering cloud services, technological services, and services in the streaming industry but they don’t focus on bringing product innovation to their e-commerce platform. The product similarity imposes a huge threat on the sales and revenue of the organisation. In this context, it has been recommended that the company needs to invest in R&D and must focus on bringing product innovation under their brand products to meet the consumer demands most uniquely and innovatively (Ozturk and Ozen, 2021). Further, the company must analyse the product availability in the market to identify the product that is lacking in the market as per demands. It would also help them in bringing innovations adequately and attractively.
Offer proper facilities to delivery drivers and employees: As per the research, it can be depicted that the company is being criticised for its poor wages and unsafe business practices. It can affect their brand reputation and reduce the encouragement of new employees to work effectively. In this scenario, Amazon needs to focus on criticism they are facing and try to improve their facilities so they can offer a better working environment to employees. It has been suggested that Amazon needs to work on monitoring employees’ health conditions and offer them better facilities so they can go for free monthly check-ups. Other than that, the company has to offer free masks to the employees in the post-pandemic world, proper sanitisation facilities for hand sanitisation, and make it mandatory to wear here cap while working. The working facilities can be improved by communicating with the employees and hearing the issues they are facing at the workplace. They can also conduct employee survey that allows them to focus on challenges and issues so they can address them adequately. In this way, they can address the employee issues and reduce the criticism they are facing.
Differentiate the company’s product from competitors: Differentiating the products from competitors is must to reduce market competitiveness and hold the loyal customer base. It can be observed that customer switching cost is increasing due to increased market competitiveness. It has been suggested that the company must improvise their product range and services that differentiate them from other companies (Belleflamme and Peitz, 2019). They can offer various discounts, coupons, and offers to their customers so they can feel that it is worth ordering from Amazon than any other company. Looking at the personalisation, they can offer deals and discounts based on customer previous purchases it would make them feel that their purchasing matters. Many of the products bought from Amazon charge for shipping and in this scenario the company must offer free shipping to improve their marketing. Other than that, it is must advertise and promote the service on different digital platforms to enhance their customer base.
Conclusion
It has been concluded from the entire analysis that Amazon also faced some serious issues that could harm their market share and brand reputation. The report is based on Amazon.com, known to be a huge e-commerce platform offering varieties of products and services to its customers. The research has utilised various secondary sources of data to justify the statements made. It has been found that Amazon is a global online retailer that has also faced financial loss during the pandemic and it can be seen in their quarterly revenue forecast. Further, the market competitiveness is increasing rapidly and they face competition from different industries. The report has shown that they face competition from Netflix and Hulu in the streaming industry, Alibaba, eBay, Flipkart, and many more in the e-commerce industry, and Microsoft Azure, GCS, and many more in cloud services. It can be observed that market competitiveness will increase rapidly and the traditional brands that were operating brick-and-mortar shops are also moving forward to online sales.
Furthermore, they have also faced criticism for providing poor wages and improper facilities to delivery workers and workers at warehouses respectively. The criticism can affect their brand reputation and harm their loyal customer base. Along with that, they also face challenges due to changes in taxation policies as it affects their pricing strategy directly. Several recommendations were made including the adoption of Augmented Reality, product innovation, better-working facilities, and differentiation of the company from competitors.
References
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