Business Finance
Columbia Southern Amazon Communication Strategy Case Study Paper

Columbia Southern University

Question Description

For this assignment, you will write a case study analysis that focuses on the communication strategy of an organization of your choice.

In this assignment, you will need to a) summarize the communication strategy of your chosen organization, b) analyze the communication strategy of your chosen organization, and c) explain how you would integrate the communication strategy into the current organization where you work or into a former organization where you have worked.

A. Summarize the Communication Strategy

Locate an article that discusses the communication strategies used by your chosen organization. After reading your chosen article, you may find the exercise below to be helpful in developing a summary paragraph. Identify the author(s) of your chosen article, and complete the following exercise:

[Insert author’s name here] discusses how innovative communication processes have helped [insert name of the organization here] resolve [insert issue here].

The top reason [insert author’s name here] holds that position is __________. A second reason [insert author’s name here] holds that position is __________. A third reason [insert author’s name here] holds that position is __________.

After filling in the blanks, you should have a list of the positions and claims made by the authors about your chosen organization. Shape your notes into a summary paragraph. (Do not simply include the list that you completed in the exercise above.)

Remember that the summary paragraph is where you will present information from the source. You will provide your analysis and interpretation in the following section of the paper.

B. Analyze the Communication Strategy

Be sure to include how the communication strategy impacts the organization on multiple levels. Feel free to use the four levels of sales, services, value chain, and continuous improvement as a model, which was discussed in the case study on the Dell Computer Corporation in the Unit VI Lesson. (Note: Your categories may be different.)

In the analysis portion of the assignment, discuss any problems (or potential problems) with the communications in your chosen organization, and provide potential solutions based on your research. Include ways that effective management could help to provide a solution.

C. Explain Integration Techniques

Finally, explain how this communication strategy could be integrated into your current or former workplace.

You will need to reference at least two academic sources.

Use the standard five-paragraph format (introduction/body/conclusion). APA format should be used. The assignment should be a minimum of three pages in length. Content, organization, and grammar/mechanics will be evaluated.

The link below provides some helpful tips for writing a case study analysis:

http://college.cengage.com/business/resources/case...

Information about accessing the grading rubric for this assignment is provided below

Final Answer

Attached.

Running head: CASE STUDY: AMAZON COMMUNICATION STRATEGY

Case study: Amazon communication strategy

Student’s name:
Institutional affiliation:

1

CASE STUDY: AMAZON COMMUNICATION STRATEGY

2

Case study: Amazon communication strategy
A. Summarize the Communication Strategy
Damsch, Manfred discusses how innovative communication processes have helped
Amazon Corporation resolve the problem of low customer traffic to their website and products.
The top reason Damsch, Manfred holds that position is because Amazon have dramatically
increased traffic of customers to their website, which has resulted in higher sales (Damsch,
2010). A second reason Damsch, Manfred holds that position is because Amazon exhibits high
repeat sales, a show that they have good communication with their customers and clients. A third
reason Damsch, Manfred holds that position is because their communication strategy has
strengthened and broadened Amazon brand name, making it the wealthiest e-commerce
corporation.
According to the author, Amazon’s communication strategy mainly targets to increase
customer traffic to their website, promote repeat purchases, create extreme awareness of their
products and services, strengthen their brand name and position in the market, and improve
product revenues oppor...

Proff_White (10739)
Boston College

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