Amazon Case Analysis

| |Unacceptable |Not Proficient |Proficient |Highly Proficient |

| Define Problem |No issues identified |Vague statement of |Identifies some minor issues |Clearly & succinctly identifies the major |

|(concise statement of the major issues |(0) |issues, or identifies |that are less important (2) |issues (3) |

|confronting the firm) | |symptoms and not major | | |

| | |issues (1) | | |

|External Situation Analysis |Limited discussion of |2-3 factors described, |Good list of external |Excellent list of all external concerns, |

|Assessing consumer behavior and trends, |external factors and/or|with examples. Only vague |issues described, with |described, prioritized, show systemic |

|market, industry, & the impact of |topics covered in |reference to class/text |examples reflecting key |connections with the issues. Clear |

|political/legal, social, economic, |class/text (0) |topics (2) |processes. Some |discussion of topics covered in class/text |

|competitor, technological, & natural | | |effort to cover class/text |(6) |

|forces | | |topics (5) | |

|Internal Situation Analysis |Limited discussion of |2-3 factors...