You are the marketing manager of Amazon, a global company. 

Business has been down worldwide and the chief marketing officer has tasked you with doing a complete internal marketing audit of Amazon to introduce in the next board of director's meeting.

 

For the complete internal marketing audit you will need to categorize the following key issues:

• Competitors
• Their competitive advantage
• Their competitor intelligence (CI)
• Focus on competitor capabilities
• Competitor strategies
• Prediction of response patterns
• How competitors will react to future actions of the company

Examine how your company develops competitive advantage through the following:

• Economies of scale
• Economies of scope
• Economies of speed
• Local advantages
• Global services
• Human resources