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How the Vision Statement and Mission Statement of Amazon Company Influence Its Overall Success

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Amazon.com Inc.’s mission and vision statements contribute to the company’s status as one of the largest online retailers in the world. This success is attributed to stringent measures to ensure that the vision and mission statements are fulfilled. In theory, the corporate vision statement provides organizational direction toward a desired future condition of the business. On the other hand, the corporate mission statement presents business goals and guides strategic management in the company. Based on this business analysis case, Amazon’s mission statement focuses on effective and high-quality service. For example, the company emphasizes target customers’ convenience in accessing the best selection of products in the e-commerce market.

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The mission statement of Amazon.com has always centered around its primary focus—the online Amazon.com customer. Since it began in 1994, Amazon.com has had a clear focus and a solitary mission. Founder Jeff Bezos has publicly referred to the Amazon.com mission statement as the guiding force behind his leadership decisions many times in the company's history. The company was founded in 1994 by Jeff Bezos and is headquartered in Seattle. Originally, Amazon started as an online bookstore, selling college textbooks. Over time, the company added electronics, furniture, and jewelry. Now, the mega-retailer sells just about anything a customer could want online. Many people thought that Amazon would fold during the dot-com bubble burst, but the company survived and went on to become one of the biggest retailers in the United States. Over time, the company acquired several other retailers, as well. It now owns Zappos, Shopbop, Goodreads, and others. Amazon also launched its own product lines, including Kindle e-readers, Amazon Prime, Echo and Fire tablets. It also created its own television show and movie exclusives, becoming a major media conglomerate. One of the things that sets Amazon apart is its use of user-submitted reviews. Personal product reviews are encouraged, with users submitting their experience, pictures or video. This approach helps other customers make informed decisions before making a purchase. Each month, Amazon.com has over 130 million visitors. In recent years, Amazon has changed how customers expect to receive deliveries and online orders. Rather than rely on the postal service, Amazon uses independent, third-party shippers. And to accommodate rush orders, such as two-hour delivery windows or same-day shipping, Amazon hires independent contractors through their Amazon Flex program. This approach helps them nimbly react to customer needs, regardless of time of day or the day of the week. From humble and niche beginnings, Amazon has expanded to be one of the biggest and most well-respected companies in the nation. And with a growing presence in other countries, Amazon has positioned itself to be a major global company. With its advances in product offerings, original products and programming, and delivery services, Amazon shows the potential to continue to grow on an unprecedented scale. Its success is mainly attributed to its approach to its customer. As described in its mission statement, everything Amazon does is about enhancing the customer experience.

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Online retailing is a business where only the best firms thrive for decades due to the ever-changing landscape, and Amazon has proven that it belongs in this class – a resilient and persevering business with a constant growth against all other odds. Since 1994, Amazon has been at the helm of its operations attracting a massive client base across the globe, due to the strategic set up of its mission and vision statements. Amazon business approach is also a definite, with the management keen on ensuring everyone remains within the provisions of the mission and vision statements of this company. Ideally, the vision statement of a firm shapes the direction the company wants to follow and be in over a specified duration. Amazon vision statement focusses on dominating at the global level while giving its customers worthwhile shopping experience. The mission statement theoretically gives the steps that the company considers feasible and applicable to achieve this vision. In this case of Amazon, the mission statement is all about the attractiveness of the overall service that the company has in store for its clientele. Particularly, Amazon points at the affordability and other customer-friendly elements that distinguishes the company. The success of the model adopted by this establishment highly depends on the mission and vision, together with the core values, which are fundamental to the running of the operations of this company (Babnik, K., Breznik, K., 2014). Based on the wide range of products that Amazon deals with, these values come in handy to ensure the firm does not compromise or deviate from the expectations of its mission and vision statements.Amazon core values include “customer obsession, ownership, invent and simplify, are right, a lot, hire and develop the best, insist on the highest standards, think big, bias for action, frugality, vocally self-critical, earn trust of others, dive deep, have backbone, disagree and commit, and deliver results.” Well, Amazon features a long list of values to guide the operations of its business. Several key values can, however, be singled out to have the greatest impact among this list. These values are representatives of the many that Amazon considers important as part of the organization culture. Amazon lays emphasis on the need to put the customer first, a factor that drives the desire to treat them to the best services. It is a value closely linked to the motivation of the employees to be inventive in what they produce and showcase to the clients. It is the push behind Amazon’s emphasis on going for best-talented individuals with a passion for e-commerce. The company associates this with the potential for a person to become the best when it comes to satisfying the needs of the company to deliver nothing short of top results. Amazon also understands that all these aspects can only become a reality through pooled efforts supported by trust between its different players as shown in the last value (Eși, M. C. (2014).

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In sum, Amazon can include these points to its mission statement to make it broader such it provides a a better picture of Amazon’s future. Amazon is one of the biggest brands in e-retail. Even e-bay and Alibaba group have not been able to generate as good customer equity as it. Now, Amazon’s mission clarifies its most important part of strategy but misses on the other things like, products, supplier relationships, supply chain size, market size, financial strength and other concerns like corporate citizenship and CSR. Moreover, it is not specific enough to provide guidance over daily resource allocation, decision making and handling internal concerns. All the focus has to be on the customers, but then there are other parts of a business too that add value to it. So, it lacks both specificity and clarity. However, one area where Amazon’s mission statement is still really full of impact is in terms of brand image. It has positioned itself as a customer oriented brand and that is what its mission statement is all about.

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Babnik, K., Breznik, K., Dermol, V., & Trunk Širca, N. (2014). The mission statement: organisational culture perspective. Industrial Management & Data Systems, 114(4), 612-627.

Barchiesi, M. A., & La Bella, A. (2014). An analysis of the organizational core values of the world’s most admired companies. Knowledge and Process Management, 21(3), 159-166.

CMPE, T. W. B. (2013). Vision problems?. The Journal of medical practice management: MPM, 29(2), 110.

Dahlgaard-Park, S. M. (2012). Core values–the entrance to human satisfaction and commitment. Total Quality Management & Business Excellence, 23(2), 125-140.

Eși, M. C. (2014). The mission statement of the business organisation by reference to the economic market requirements. The USV Annals of Economics and Public Administration, 14(2 (20)), 131-138.

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How the Vision Statement and Mission Statement of Amazon Company Influence Its Overall Success
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