Give the analysis of this External factor evaluation of AMAZON INC.

Strengths Weighted Ratings Weighted Score 1. Large customer database. 10 4 40 2. Efficient Web Browsing. 10 40 3. Amazon has proven themselves to be 10 3 .30 the most successful retailer online. 4. Product offering is easily 10 3 30 understandable. 5. Effective promotions and 10 4 40 advertisements. Weaknesses Weighted Ratings Weighted Score 1. Lack of business skills in all products .05 2 10 being sold. 2. Purchasing items from distributors 10 10 rather than manufacturers. A huge need of adding values to the 10 NO 20 online shopping experience (aesthetic needs) More browsers than buyers. .05 2 10 5. Fear of competition is high as there are 20 .20 low barriers to market entry. Total 1.00 2.40Critical Success Factor Weights ' Amazon Company Competitors I Wall'l'lal'l . E-hay I Alibaha Group Rating Weighted Rating Weighted Rating Weighted Rating Weighted . . I Score I Score I Score I I Score 1. Product Quality I .14 I4 I .56 I4 I .56 I 4 .56 I4 I .56 2. Price I .14 I 3 I .42 4 I .56 4 .56 I 3 I .42 3. Customer Service I .12 I 4 I .43 3 I .36 I 3 .36 I 3 I .36 4. Brand Equity I .14 I4 I .56 I4 I .56 I 3 I .42 I 3 I .42 5. Global Presence I .12 I 3 I .36 4 I .43 I 4 .48 I 3 I .36 6. Advertising .14 4 .56 4 .56 4 .56 3 .42 7. Distribution ' .10 ' 4 ' .40 3 ' .30 4 .40 ' 3 ' .30 Network I I I I I I I I I 8. Customer Loyalty 10 I 3 30 4 I 40 3 30 3 30 Total ' 1.00 f 3.64 3.73 3.64 ' ' 3.14 Opportunities Weighted Weighted Score Market size is growing. .12 2. More things can easily be sold on the .15 3 .45 internet. 3. More people are willing to buy online 4 .40 Increasing availability of other access . 4 .32 channels Is providing more opportunities for customers to shop online. 5. Increase of acceptance of Ecommerce .05 4 .20 Threats Weighted Weighted Score High competition from direct and indirect sources. 2. New entry barriers in the industry. 3. High taxation possibilities. . 4. Threat that retailers will draw back the partnership at the end of the alliance agreement. 5. Some retailers may get jealous if Amazon promotes one company more than another