Since it began in 1994, Amazon.com has had a clear focus and a solitary mission. Amazon’s Weaknesses (Internal Strategic Factors) Amazon’s weaknesses present challenges that … Founder Jeff Bezos has publicly referred to the Amazon.com mission statement as the guiding force behind his leadership decisions many times in the company's history. Leaders start with the customer and work backwards. Mission Statement: “"Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. In addition, the company makes no mention of the values in the statement or somewhere else on their website (except for leadership values) so it’s a bit unclear as to what guides organizations actions or major decisions. ... Amazon… Amazon mission statement is to "serve consumers through online and physical stores and focus on selection, price, and convenience." Founded by Jeff Bezos of Albuquerque, N.M., Amazon originally sold books and … Amazon's mission statement says "Our vision is to be earth's most customer-centric company, to build a place where people can come to find and discover anything they might want to buy online." Amazon employees use the Leadership Principles every day as we’re discussing ideas for new projects, deciding on the best solution for a customer’s problem, or interviewing candidates. Amazon also uses this mission as a vision statement, making it even less valuable as a communication tool. Customer Obsession. Amazon.com Inc.’s vision and mission statements have pushed the company to become the largest online retailer in the world. This success is attributed to stringent measures to ensure that the mission and vision statements are fulfilled. Vision statements, on the other hand, are future-based and meant to inspire and give direction to employees of the company rather than customers. Mission, Vision, and Values of Amazon. Such internal factors in this aspect of the SWOT analysis enable business development toward the fulfillment of Amazon’s corporate mission and vision statements. Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online. Amazon vision statement is “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.” The corporate vision statement provides organizational direction toward a desired future condition of the business. Amazon’s vision statement brings these elements together into one unified goal: “To be Earth’s most customer-centric company.” 10. Company: Amazon Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience. The mission statement of Amazon.com has always centered around its primary focus—the online Amazon.com customer. Here are their vision statements: Amazon: “Our vision is to be earth's most customer centric company; to build a place where people can come to … Southwest Airlines. Why it works: Amazon’s mission is cut-and-dry about what they offer to customers.