A company self-examination. What are we known for? Who do we want to
become?In this assignment, you will create a Situation Analysis for the following company / brand: Amazon.com
.
Amazon.comhas
been through numerous changes in recent years. Use the information listed, as well as your own
knowledge and research, to complete the provided situation analysis template.
Additional research should include the use of the company’s Website, the course
textbook, and other online sources.
Submit the completed template via the Assignment 2 submission link. “Please See Attachment Template”
Amazon Info:Amazon
History
Amazon.com,
(NASDAQ: AMZN) is an American e-commerce company based in Seattle, Washington.
Founded in 1994 by Jeff Bezos, and launched in 1995, Amazon.com began as an
online bookstore before diversifying its product lines by adding VHSs, DVDs,
music CDs, MP3s, computer software, video games, electronics, apparel,
furniture, food, toys, and more. Amazon has since established separate websites
in Canada, the United Kingdom, Germany, Austria, France, China, and Japan.
Since
starting out in his garage in Bellevue, Washington, Jeff Bezos has gone on to
form one of the greatest ecommerce sites the internet has ever seen.
assignment_2_template.docx
rubric.docx
Unformatted Attachment Preview
Assignment 2
Situation Analysis
Based on what you’ve learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete the
assessment questions below. Submit the completed template in the Week 10 assignment submission
link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Fiat Chrysler Automobiles, Amazon, or Google):
1. Customers
Who are the current customers/users? Include information related to demographics,
psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a certain
social or cultural group and how customers perceive the product/brand. It’s also possible to include
demographic information related to: age, educational attainment, geographic area, gender, race,
employment status and/or home ownership. Additionally, you can discuss psychographic information
which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of
people. This area is also related to situational life stages as well as customer beliefs, and how customers
want to see themselves and be perceived. Some examples of psychographic groups include video
gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new
homeowners, college students and new parents. Be aware that some products/brands may appeal to a
wider customer base than others.
[Insert response]
What do the customers buy/use?
[Insert response]
What changes can the company/brand expect in the future? How can the company/brand better
serve its customers? Include information about potential opportunities and threats.
For example, you could include information about the current demand for the product/brand, and how it is
changing or has changed including possible variations or modifications in the future. You may also
determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s
also possible to consider and talk about whether the product/brand is a less expensive substitute,
perhaps, or maybe a product/brand that is easier to use with more features.
[Insert response]
MKT 100 Assignment 2 1156 (8-14-2015)
Page 1 of 3
Assignment 2
Situation Analysis
2. Company
[This is what the brand is currently.]
Identify strengths and weaknesses of the company/brand as it exists today. What does the
company/brand do well and not so well at this very moment?
[Insert response]
[This is what the company/brand needs to become.]
How can the company/brand improve its weaknesses and maintain or grow its strengths?
Suggest how the company/brand can improve upon the things it does well and not so well.
[Insert response]
3. Context
Define the current business environment. Include information about political, legal, economic
technological and societal factors that may influence sales.
For example: You could perhaps discuss the current trends and conditions for this Industry and for the
brand. It’s possible to include information about how the Economy affects this industry. This could include
changes in income: are people losing jobs, or getting paid more? Changes in spending habits could be
considered as well. Other factors such as use of public transportation and shopping online may also be
relevant. Whether or not the product is high-tech, or state-of-the-art can be also be included in describing
the context. For example, are there other companies producing new versions of the product? Is the
market changing quickly? How is technology affecting this product or service? Are there any new laws
that may affect the brand?
[Insert response]
4. Collaborators
Define the business partnerships. Does the company/brand have any current partnerships? What
other company/brand may be a good partner for them?
[Insert response]
MKT 100 Assignment 2 1156 (8-14-2015)
Page 2 of 3
Assignment 2
Situation Analysis
5. Competitors
Who are the main competitors?
[Insert response]
6. Recommendations
Based upon the analysis you just completed in this worksheet, what are three (3) key
recommendations that you could pass along to Management regarding the future direction of the
company you selected?
1. [Insert response]
2. [Insert response]
3. [Insert response]
MKT 100 Assignment 2 1156 (8-14-2015)
Page 3 of 3
Assignment 2: Situation Analysis
Criteria
1. Analyze the
customer base of the
company as indicated
in the provided
template.
Weight: 14%
2. Analyze the
company’s current
situation as indicated
in the provided
template.
Weight: 14%
3. Examine the context
of the company as
indicated in the
provided template.
Weight: 14%
4. Define the
collaborators of the
company as indicated
in the provided
template.
Weight: 14%
5. Define the
competitors of the
company as indicated
in the provided
template.
Weight: 14%
6. Suggest three (3)
recommendations on
the provided template
regarding what the
company should
become.
Weight: 14%
Unacceptable
Meets
Minimum
Expectations
Fair
Proficient
Exemplary
Below 60% F
60-69% D
70-79% C
80-89% B
90-100% A
Did not submit or
incompletely
analyzed the
customer base of
the company as
indicated in the
provided
template.
Did not submit or
incompletely
analyzed the
company’s
current situation
as indicated in
the provided
template.
Did not submit or
incompletely
examined the
context of the
company as
indicated in the
provided
template.
Did not submit or
incompletely
defined the
collaborators of
the company as
indicated in the
provided
template.
Did not submit or
incompletely
defined the
competitors of
the company as
indicated in the
provided
template.
Did not submit or
incompletely
suggested three
(3) recommendations on the
provided
template
regarding what
the company
should become.
Insufficiently
analyzed the
customer base
of the company
as indicated in
the provided
template.
Partially
analyzed the
customer base
of the company
as indicated in
the provided
template.
Thoroughly
analyzed the
customer base of
the company as
indicated in the
provided
template.
Insufficiently
analyzed the
company’s
current
situation as
indicated in the
provided
template.
Insufficiently
examined the
context of the
company as
indicated in the
provided
template.
Partially
analyzed the
company’s
current
situation as
indicated in the
provided
template.
Partially
examined the
context of the
company as
indicated in the
provided
template.
Insufficiently
defined the
collaborators of
the company
as indicated in
the provided
template.
Partially
defined the
collaborators of
the company
as indicated in
the provided
template.
Insufficiently
defined the
competitors of
the company
as indicated in
the provided
template.
Partially
defined the
competitors of
the company
as indicated in
the provided
template.
Insufficiently
suggested
three (3)
recommendations on the
provided
template
regarding what
the company
should
become.
Partially
suggested
three (3)
recommendations on the
provided
template
regarding what
the company
should
become.
Satisfactorily
analyzed the
customer
base of the
company as
indicated in
the provided
template.
Satisfactorily
analyzed the
company’s
current
situation as
indicated in
the provided
template.
Satisfactorily
examined
the context
of the
company as
indicated in
the provided
template.
Satisfactorily
defined the
collaborators
of the
company as
indicated in
the provided
template.
Satisfactorily
defined the
competitors
of the
company as
indicated in
the provided
template.
Satisfactorily
suggested
three (3)
recommendations on the
provided
template
regarding
what the
company
should
become.
Thoroughly
analyzed the
company’s
current situation
as indicated in
the provided
template.
Thoroughly
examined the
context of the
company as
indicated in the
provided
template.
Thoroughly
defined the
collaborators of
the company as
indicated in the
provided
template.
Thoroughly
defined the
competitors of the
company as
indicated in the
provided
template.
Thoroughly
suggested three
(3) recommendations on the
provided template
regarding what
the company
should become.
7. Clarity, writing
mechanics, and
formatting.
Weight: 16%
More than 8
errors present
7-8 errors
present
5-6 errors
present
3-4 errors
present
0-2 errors present
…
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