Amazon Case supplementary guides - Stakeholder Mapping Application

Stakeholder Mapping Application

The ‘Key Player’ seem to be the buyers and the shareholders. In depth analysis shows the customers shift to the ‘Keep informed’ portion of the Stakeholder Mapping. This is because the power of the buyer is low as analysed earlier in the Porter Five forces.

Another ‘Key player’ is the employee. Specially, the talent one. Mr. Bezos has done a good job informing the shareholder. Unfortunately, due to delaying announcing earning and also the delay of earning itself, his integrity is in doubt. Worst still, he was accused of having fun doing all these serious endeavours. In addition, couple with huge investments with slow return investment, Bezos’s intention was anticipated by the impatient shareholder as unfavourable.

Conflicting area would be rewarding talent as a motivation – this is mentioned in Bezos’s letter to the shareholder. There is always the trade off between the dividend expected by the shareholder and the compensation anticipated by the employee. Both of whom expected as high as possible in momentary term. Giving stock option ought to be explain clearly to the shareholder. This has be done well by Bezos also.

As the customer is now in ‘Keep informed’ portion, Bezos with his ‘cost conscious’ culture has showed interest in locking customer’s loyalty by providing long time investment service. This including strengthening brand awareness.

The suppliers can be placed in the “Min Effort’ section, as their power is low. Hence, Bezos’ s strategies mentioned least in this area.