Write a 500-750-word summary of how the reports for Parts I, II, and III of the assignment were influenced by the analysis prepared in previous assignments completed. Without prematurely determining

Write a 500-750-word summary of how the reports for Parts I, II, and III of the assignment were influenced by the analysis prepared in previous assignments completed. Without prematurely determining
Running Head: CLC – Amazon 0 MGT 660 January 20th, 2021 AMAZON TABLE The comparative data table. Amazon (in millions) Alibaba (in millions) E-bay (in millions) 2019 $ 18, 878 $4,794 $562 2018 $ 13, 814 $2,534 $250 “Derived from: amazon SEC Filings. (2020), Alibaba SEC Filings. (2020), & E-bay SEC Filings. (2020).” Amazon is one of the international companies whose stores are located worldwide. The core advantage of being a global organization is that the organization allocates a relatively larger budget, meaning more experienced and exposed experts will be used throughout the process. However, my suggestion for Amazon in terms of marketing expenses moving forward is to implement a budget that supports convenience, experimental location and branding consistency. (Stice-Lawrence, L. 2020). This is important since when one sees an Amazon’s product, they will recognize it. Since the logo used has remained the same for the past several years. Furthermore, despite the several redesigns made to the company, one notices to due to the arrow that moves from A to z, which means that the company sells every product named from a to z and the smile experienced by customers after a satisfactory shopping. The promotional activities that amazon should implement will be divided among different categories such as using social media sites like Facebook, Twitter, etc., secondly is having a website where prospective customers make purchases, implementing television advertisements and digital marketing. Additionally, Amazon has moved a step further to develop a mobile application. The customers of Amazon are highly pleased with the customer service they experience. Additionally, there is a customer care agent who is available on a 24hour basis to address customer’s concerns. Also, the products purchased from amazon are delivered at any location based on customer’s choices, which makes them happy. Furthermore, there is a fourteen-day free return period, wherein case one is not satisfied with the product delivered; they may return it for free and obtain a 100% refund, which helps in creating confidence in customers. On the other hand, Amazon has gifts for customers, which largely depends on the product purchased. For example, after buying a television, one is often gifted with a wall blanket or TV mount. This helps customers get value for their money. During the current pandemic, customers have been given free hand sanitizers after making any purchase. This allows the customers to feel that the company is concerned about their wellbeing, thus promoting loyalty. Additionally, almost every product sold on Amazon is discounted, implying that the product’s price is relatively lower compared to purchasing from physical shops. The customers, after making a purchase, are awarded redeemable points based on the amount of money spent during a purchase. This enables customers to redeem them and make free purchases. In the past few years, amazon began tracking their customers’ activities where machine learning, and business intelligence are used to understand customers’ history of purchases and preferences. For example, if a customer likes purchasing a red jacket during the Christmas period, Amazon sends notifications and emails reminding the customer about the availability of red jackets in their store. Lastly is that there are several competitors of amazon, such as Alibaba, eBay, etc. However, based on the figures on my comparative table, we understand that amazon spends vast amounts of money during advertisements and marketing processes. Amazon has also been targeting young and unexplored markets in Asia and Africa, which are not yet accessed by its competitors making it highly successive. (White, S. 2020). Perceptual Mapping For Amazon to have success, it is vital for their business to have a clear understanding of how their products and services are perceived by consumers. Perceptual mapping allows this as it is a graphic illustration of where a brand, product and services, or company in relation to competitors These insights help Amazon understand their target consumers and create useful products accordingly. Amazon can now make value judgments to reposition themselves on certain attributes that the company deems relevant to market competitiveness. From this, innovation is more probable. For example, Amazon has repositioned themselves with the use of in-home smart speakers. Through the smart speaker creation and Alexa digital assistant, Amazon has disrupted the industry by innovation new means of online shopping through voice ordering. As of now, the service it is slow to take off, but it is expected to explode in value. In all these insights given by perceptual mapping will greatly help Amazon stay ahead of market trends. High price Low price Lower customer ratings Higher customer ratings Amazon’s Organizational Structure Amazon’s Current Organizational Structure: Jeffery Bezos, CEO 2.Brain Olsavsky, SVP & CFO 3.Wei Gao, VP Technical Advisor to CEO .    4.Jeff Wilke, CEO of Worldwide Consumer 5.Dave Clark, SVP, Worldwide Operations 6.David Treadwell, VP, eCommerce Foundation 7.Doug Herrington, SVP, North America Consumer         8.Gur Kimchi, VP, Prime Air 9.Neil Lindsay, VP, WWP Prime and Marketing, WW Advertising and Marketing 10.Pat Bajari, VP and Chief Economist        11.Russell Grandmetti, SVP International Consumer 12.Steven Kessel, SVP Physical Stores 13. Tony Hsieh, CEO, Zappos       14.Yunyan Wang, Technical Advisor, Consumer 15.Jay Carney, SVP, Corporate Affairs 16.Brian Huseman, VP, Public Policy, Americas 17.Christina Lee, VP, Consumer PR 18.Drew Herdener, VP, PR, Corporate Communications 19.Mary Camalobal PR, AWS 20.Michael Punke, VP, Global AWS Public Policy 21.Paul Misener, VP, Global Innovation Policy 22.Susan Pointer, VP, Public Policy, EMEA & APAC 23.Tamara Golihew, Director of PR, Amazon Studios 24.Vicky Eguia, Director of Publicity, Amazon Original Movies 25.Jeff Blackburn, SVP, Business and Corporate Development 26.Col Needham, Founder & CEO, IMDb 27.Dan Jedda, VP, DAC Finance 28.David Shearer, VP, WW Business Development 29.Greg Hart, VP, WW Amazon Video, DV Core Platform, 30.Jennifer Salke, Head of Amazon Studios, DV Prime Video TV 31.Paul Kotas, SVP, Amazon Advertising 32.Peter Krawiec, VP, WW Corporate Development 33.Steve Boo, VP Digital Music 34.Beth Galetti, SVP, human resources 35.Andy Jassy, CEO of Amazon Web Services 36.Adam Bosworth, VP, AWS New Products 37.Alex Yung, VP, AWS Sales China 38.Ariel Kelman, VP, AWS WW Marketing 39.Babak Parviz, VP, Grand Challenge 40.Bing Gordon, Strategic Advisor 41. Charlie Bell, SVP Utility Computing Services 42.Doug Yeum, Director, Technical Advisor, AWS 43.Emmett Shear, CEO, Office of CEO  44.James Hamilton, VP/Distinguished Engineer, Aws 45. Michael Frazzini, VP, Game Services and Studios 46.Mike Clayville, VP, WW Sales & BD, AWS Commercial Sales 47.Peter DeSantis, VP, AWS Global Infrastructure 48. Stephen Schmidt, Chief Info Sec Officer, AWS Security 49.Teresa Carlson, VP, Worldwide Public Sector Sales 50.Werner Vogels, VP, and CTO 51.David Zapolsky, SVP & General Counsel 52.Dave Limp, SVP, Amazon devise, digital management 53.Gregg Zehr, President, Lab126 54.Jae Park, Head of UXDesign, Devices and Services  55.Jamie Siminoff, CEO, Ring 56.Jorrit Van der Meulen, VP Amazon Devices International 57.Linda Ranz, Technical Assistant, Amazon Devices 58.Lindo St. Angel, VP, Hardware 59.Marc Whitten, VP, Devices 60.Robert Stites, VP, Operations and Supply Chain 61.Robert Williams, VP, Software 62.Tom Taylor, SVP, Alexa Management Amazon’s New Organizational Chart: Jeffery Bezos, CEO 2.Brain Olsavsky, SVP & CFO 3.Dan Jedda, VP, DAC Finance 4.Wei Gao, VP Technical Advisor to CEO 5. Yunyan Wang, Technical Advisor, Consumer 6. Jeff Wilke, SVP of Worldwide Consumer 7. Dave Clark, SVP, Worldwide Operations 8. David Treadwell, VP, eCommerce Foundation 9. Doug Herrington, SVP, North America Consumer 10. Neil Lindsay, VP, WWP Prime and Marketing, WW Advertising and Marketing 11. Pat Bajari, VP and Chief Economist 12. Russell Grandmetti, SVP International Consumer 13. Steven Kessel, SVP Physical Stores 14. Jay Carney, SVP, Corporate Affairs 15. Brian Huseman, VP, Public Policy, Americas 16. Christina Lee, VP, Consumer PR, Corporate Communications 17. Mary Camalobal PR, AWS 18. Michael Punke, VP, Global AWS Public Policy 19. Paul Misener, VP, Global Innovation Policy 20. Susan Pointer, VP, Public Policy, EMEA & APAC 21. Jeff Blackburn, SVP, Business and Corporate Development 22. David Shearer, VP, WW Business Development 23. Greg Hart, VP, WW Amazon Video, DV Core Platform 24. Jennifer Salke, Head of Amazon Studios, DV Prime Video TV 25. Paul Kotas, SVP, Amazon Advertising 26. Peter Krawiec, VP, WW Corporate Development 27. Steve Boo, VP Digital Music 28. Tamara Golihew, Director of PR, Amazon Studios, Amazon Original Movies 29. David Zapolsky, SVP & General Counsel 30. Dave Limp, SVP, Amazon Devise, Digital Management 31. Jae Park, Head of UXDesign, Devices and Services 32. Jorrit Van der Meulen, VP Amazon Devices International 33. Linda Ranz, Technical Assistant, Amazon Devices 34. Lindo St. Angel, VP, Hardware 35. Marc Whitten, VP, Devices 36. Robert Stites, VP, Operations and Supply Chain 37.Robert Williams, VP, Software 38. Tom Taylor, SVP, Alexa Management 39. Babak Parviz, VP, Grand Challenge 40. Beth Galetti, SVP, Human Resources Organizational structure can have a lasting impact on a business’s short- and long-term growth. The proposed organizational structure above for Amazon reduces the number of executives and flattens the hierarchy. By reducing the number of executives Amazon can save money in the high salaries that are normally paid to executives. Amazon will also gain employee understanding through flattened hierarchy. A flat hierarchy of organizational structure can lead to managers being able to make better cost-effective business decisions (Bhasin, 2018). The reason more cost-effective decisions can be made is the executive at the top of a division will need to be more in tune with the business as there are less executives between them and the product. With less people between the upper executives and the lower-level employees are will be an improvement in communication (Bhasin, 2018). An improvement in communication can lead to better decision making by top executives. Another change in the organizational structure reduced the number of executives that did not have any direct reporting executives. This number started at four executives and in the new organizational structure the number would be three. These three are the SVP & General Counsel, VP, Grand Challenge, and SVP, Human Resources. These roles are specific and do not require a large number of executives to manage. For example, the Amazon Devise, Digital Management executive requires a large number of supporting executives as this is a key aspect to the business. One of the individuals that saw a gain in a direct report was the Technical Advisor to CEO by having a Technical Advisor in Consumer underneath them. By having the advisory group work together the Technical Advisor to the CEO can give advice on the company as a whole better. With advisors in more areas the overall advice to the CEO should improve. Through the organizational changes above Amazon can expect to see an improvement in communication between the entire executive team. With better communication in the executive team top executives will be able to make more informed decisions which will lead to strong, more effective decisions for the company as a whole. This new organizational structure will improve division collaboration and have all executives working towards the same goal of improving Amazon as a whole. Reference Bhasin, H. (2018, March 12). Advantages of Downsizing and A Flat Hierarchy to an organization. Retrieved January 20, 2021, from https://www.marketing91.com/advantages-of-downsizing/ Kim, E. (2019, January 23). Amazon’s executive org chart, revealed. CNBC. https://www.cnbc.com/2019/01/23/who-are-amazons-top-executives-2019.html. Officers and directors. Amazon.com, Inc. – Officers and directors. https://ir.aboutamazon.com/officers-and-directors/default.aspx. Salary.com, S. built by: AMAZON COM INC Executive Salaries & Other Compensation. Salary.com. https://www.salary.com/tools/executive-compensation-calculator/amazon-com-inc-executive-salaries. Shopkick, (2021). Successful brand repositioning. Retrieved from: https://www.shopkick.com/partners/blog/successful-brand-repositioning-examples-designed-to-reach-a-greater-consumer-audience-slp-fc/ Stice-Lawrence, L. (2020). Regulatory Spillover and Monitoring Frictions at the SEC. Available at SSRN 3485468. White, S. (2020). Amazon and Whole Foods: adventures in grocery shopping. The CASE Journal.