Case Study Amazon
Case Study Amazon
Case Study Amazon
20+ 12m+
COUNTRIE PRODUCT
S S
148m+ 89%
PRIME CUSTOMER
USERS TRUST
The Founder
Jeffrey Preston Bezos is an American
entrepreneur, media proprietor, investor, and
commercial astronaut. He is the founder,
executive chairman, and former president
and CEO of Amazon.
JEFF
Founder
BEZOS
199 199 200 200 201 201 201 202
4 8 2 6 0 4 8 2
Convenience
Mission
We strive to offer our customers the lowest possible prices, the best available selection, and the utmost
convenience
Vision
To be Earth’s most customer-centric company, where customers can find and discover anything they might
want to buy online, and endeavors to offer its customers the lowest possible prices.
Guiding Principles Values
• Customer obsession rather than competitor • Customer Obsession
focus • Ownership
• Passion for innovation • Invent and Simplify
• Commitment to operational excellence • Learn and Be Curious
• Long-term thinking • Hire the Best
• The Highest Standards
• Think Big
• Bias for Action
• Earn Trust
• Deliver Results
Value Proposition
Multiple value propositions, as it serves target customers in different markets
Amazon measures its success via a customer experience obsession, lowering prices, stable tech
infrastructure and free cash flow generation.
Amazon’s Multi-sided Value Proposition
Amazon Leadership
S W
Opportunities
● Investing in smart materials
O T Threats
● Few Controversies
● More acquisitions ● Government regulations
● Self Driving Technology ● Increasing Cybercrime
● Expanding physical Stores ● Aggressive Competitions
● Expanding operations in developing markets ● Imitations
Balanced Scorecard
Balanced scorecard is a strategic management performance
metric used to identify and improve various internal business
functions and their resulting external outcomes.
Measures 4 aspect:
● Learning and growth
● Internal Business Process
● Customer
● Financial
Financial Perspective
Objectives Measures
Increase cross-selling products Number of cross-sold items after each purchase
Bigger margin on premium services Increase the profit margin and maintain
premium services growth
Increase conversion rate The conversion rate on Amazon Market Place
Expansion to new market Percentage revenue from new market
Customer Perspective
Objectives Measures
Enhance customer shopping experience and Average NPS Score
Increase Net Promoter Score(NPS)
Build Loyalty Number of returning users after their first
purchase
Fast delivery Add more distribution centres
Improve Service Quality Percentage of returns
Internal Process Perspective
Objectives Measures
Same Day Delivery Orders with same day delivery available option
Strategic partnership with vendors in Percentage of revenue increase in currently
underserved markets underserved market
Decentralized warehousing Number of users served per warehouse in the
new market
Optimize search algorithm Number of products purchased from the first
page search results
Learning & Growth Perspective
Objectives Measures
Increase skills and capabilities of employee Employee satisfaction rating, Employee
turnover percentages, Productivity
Increase motivation Payscale, Services per employee
Research and Development Percentage of sales from new product
Strategy Map