Amazon.com

            
             • E-commerce will be the primary growth for the U.S for the next 100 years.
            
             • Privacy and theft of information on the internet are the major problems facing many internet market industries.
            
             • More business is leaving the traditional business to go online and moving toward internet based marketing.
            
             • Only 25% of Americans recognize the name of Amazon, showing a vast untapped market on the internet.
            
             • Amazon has only captured 3% of book selling market, with e-commerce holding only 1% of total of all e-commerce.
             4.0) External assessment.
             4.1 External environment analysis (Wheelan & Hunger, 1995).
             4.1.1) Political/ Legal.
            
             • Rules and regulations for businesses would prevent firms from stealing employees from other competing firms.
            
             • Rules states that firm cannot approach its competitor's employees, but may hire if employees approach the other firms by themselves.
             4.1.2) Economic.
            
             • Growth of market in Asia and Western Europe.
            
             • Internet related jobs in America increase due to increase in companies opting for e-commerce.
            
             • Online retail spending in Latin America expected to increase by 2003.
            
             • U.S market reaching saturation due to heavy competition.
             4.1.3) Social-Cultural.
            
             • Increase in trend of using the internet as a means for shopping.
            
             • Internet users are equally divided between men and women, with the trend of women users increasing.
            
             • Most internet users are educated with at least some college education.
            
             • Internet trend is expected to increase due to cheap public access points such as libraries and schools.
            
             • There is demand for more new web sites on the internet.
            
             • Growing number of Hispanic internet users who have distinct brand loyalty.
            
             • More demand for internet-related jobs as employee change from traditional to internet related jobs.