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PESTLE and SWOT analysis of Amazon Inc UK 2016-2017


By: Jonathan Kush


Amazon is the worlds leading retailer after surpassing Walmart. Amazon’s subsidiary in the UK was ranked the top retailer in 2016. The tremendous success of Amazon is not accidental, which means that the business organisation has taken deliberate efforts to leverage the internal strengths and environmental opportunities, while mitigating the effects of internal weaknesses and environmental threats. Using PESTLE, SWOT, Samsung’s BCG matrix and Porters Five Forces framework, the report will examine how Amazon Inc. UK can take advantage of its core strengths in digital innovation, and seize on opportunities in the current global market created by a competitive retailing environment as well as faltering rivals to benefit even further despite pending threats including Brexit.


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