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Hello! I roughly made an outline for my situation analysis paper for Tesla Inc. I need you to edit my outline potencially related the sources you found, but not strict about it, so I can start working on it easily and for each topic I need you to find at least three sources that I can potentially use for the paper! I attached check list, so please make sure you follow it and also sample SA. However, professor said sample isn’t correct, bit it;s just how SA looks like.
Moreover, professor emphasized to focus on the market within the US.
Here is what he said
For your Situation Analysis & Marketing Plan papers, you need to write them for the company shown below:
Tesla Inc.
You will write your papers for the market within the United States.
Please note you need to follow the checklist and stay focused on the required topics. Remember the focus of your work is NOT Elon Musk, Twitter, or Tesla’s stock price and behavior. My advice: do not waste your time and energy covering topics that do not earn you credit.
About the three sources for each heading of outline (their should be 5 headings exclude executive summary), he might want to use school database or the database that you can reach from school website, so I put the link below.
A-Z Databases (csun.edu) If you access this page you’ll see other database on the left side of the page, you can use those. If there are nothing you can find from database, it is totally fine, you can just bring from any website that you think you are suitable for the paper, but not wikipedia.
CSUN University Library you can also search some articles from school library. Please don’t forget to put links and each heading I need three sources! Thank you!
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Amazon Situation Analysis
Team Number: Z01
Team Members
TEAM MEMBER 1
TEAM MEMBER 2
TEAM MEMBER 3
TEAM MEMBER 4
TEAM MEMBER 5
TEAM MEMBER 6
Table of Contents
Executive Summary
1
Company
3
Company Description
3
Mission and Goals
3
Amazon SWOT Analysis
4
Amazon’s Strengths
4
Amazon’s Weakness
5
Amazon’s Opportunities
6
Amazon’s Threats
8
(Competitor) Walmart SWOT Analysis
8
Walmart’s Strengths
9
Walmart’s Weakness
9
Walmart’s Opportunities
10
Walmart’s Threats
10
(Competitor) Ebay SWOT Analysis
11
Ebay’s Strengths
11
Ebay’s Weakness
12
Ebay’s Opportunities
12
Ebay’s Threats
12
Customer Analysis
13
Segmentation
13
Customer Wants and Needs
13
Current Market & Target Market
14
Educated Opinion
New Product
Perceptual Map
Amazon Analysis Exhibits
Amazon Analysis Reference
14
15
16
Executive Summary
Amazon.com is an online retail giant that offers different products and services at the best price.
Amazon started in 1995 by Jeff Bezos. It was initially an online book retailer that offered large
categories of books at discount price. Today, Amazon is one of world’s largest online retailer
that holds about 94 warehouses in the U.S alone. The mission of Amazon is “to be earth’s most
customer centric company, and to build a place where people can come to find and discover
anything they might want to buy online” (Farfan, 2016). Additionally, the company’s goal is to
become the best place to buy and find products and services online. Amazon’s strength is
provide products and services at a lower cost than its competitors. Additionally, the company
offers the highest quality products that are directly from reliable manufacturers. More
importantly, it offers Amazon Prime, a loyalty yearly subscription that offers faster shipping,
which makes it convenient for their customers to receive the products in a timely manner, and
the ability to handle returns or exchanges sufficiently. While Amazon Prime is highlighted as the
company’s strength, it is also its weakness. Due to increasing cost from offering fast free
shipping option, Amazon has to increase Prime membership fee, which threatens to discourage
potential new customers. Lastly, Amazon in the recent years has been involved in several major
lawsuits related to patent infringement, product liability, environmental, and antitrust. As
opportunities from e-commerce businesses have increased over the past few years, Amazon has
met the need of numerous customers who use their smartphones, tablets, and other internetaccessible devices to shop online. By developing new products, including Kindle Scout, Amazon
Fire TV Stick, and Amazon Fire Phone, Amazon is targeting consumer products in addition to its
traditional service. Additionally, acquisition of media and software companies will be
supplementing Amazon’s core growth and assure horizontal integration. Vertically, Amazon
i
desires to acquire its own shipping facility in the short future. Due to Amazon’s size, scope, and
breath at which it operates, its threats from competition is very large. On the retail side of
Amazon, it has to compete with many big Brick-and-Mortar stores, with the likes of Wal-Mart,
Target, Best Buy, and others. Also, Amazon has lost its regulatory advantages where consumers
did not have to pay sales tax on their products. Amazon’s biggest competitor is Wal-Mart, which
is known as the world’s largest retailer that offers a wide variety of groceries, entertainment,
hardlines, health and wellness, apparel and home goods. EBay is the second main competitor,
that offers various products and even auctioning. While Amazon holds a broad market of
Generation X and Millennials, its most loyal consumer base has been Baby Boomers.
Additionally, Amazon’s online shoppers can be segmented into different age groups with
overlapping needs and wants. Statistically, Amazon’s customers need and want technologyoriented products. While Amazon’s current market is the technological market, its target market
is to fulfill the market gap which delivers to younger generations and parents. The gap that we
have discovered is Amazon Bear, a child’s toy that will temporarily befriend children while
parents are busy doing other things. More importantly, this new product will be Amazon’s
branding establishment.
ii
Company Description
Jeff Bezos started Amazon.com with the ambition that he’ll enter the market as the first online
book retailer (Annual Reports and Proxies, 2016). Amazon.com started from offering large
categories of books at discounted prices (Bloomberg Business, 2015). Out of this major success,
Amazon has arisen as an online retail giant that has expanded into different products and services
that maintain offering the best prices. With an emphasis for growth, Amazon grew into the
world’s largest online retailer that holds about 94 warehouses in the U.S. alone (Amazon
Fulfillment Center Locations, 2016).
Amazon is a publicly traded company that holds a market cap of $236.42 billion. (Amazon.com,
Inc., 2016). This success comes from being very consumer oriented, and being innovative “on
behalf of customers.” Net sales reached $107 billion for 2015, a 20% growth since 2014, by
offering their own lines of products like Amazon Echo, Amazon Pantry, and Fire TV (Annual
Reports and Proxies, 2016). The foundation that started every innovation for Amazon.com was
from this principle: “start with the customer and work backwards” (BBC documentaries, 2014). To
support their mission, Amazon has more than 222,000 employees in the U.S. alone, with sellers,
just in California, that exceed 465,000 (Amazon, 2016).
Mission and Goals
Amazon.com has had a clear focus and a solitary mission since it began. Founder Jeff Bezos has
publicly referred to its mission statement, over its 18-year history, as the guiding force behind his
leadership decisions. It can be concluded that the success of Amazon.com as the top internet
retailing company in the world is due, at least in part, to their unwavering commitment to this
mission, and the daily execution of it. The mission and vision of Amazon.com is: “to be earth’s
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most customer centric company; to build a place where people can come to find and discover
anything they might want to buy online” (Farfan, 2016).
Amazon’s goal and objective is to become the best place to buy, find, and discover any product
or service online. Amazon.com wants to continue to enhance and broaden its brand, customer
base, and electronic commerce expertise, with the goal of being customers’ preferred online
shopping destination, around the world. Amazon has used many different strategies in order to
fulfill this goal. The company has expanded Amazon Fresh to Los Angeles and San Francisco,
after testing the service in Seattle for five years. The company has also partnered with favorite
local merchants to provide the same convenient home delivery on a great selection of prepared
foods.
Amazon’s SWOT Analysis
Pros
Strengths
Internal Products and Services at a
Offering High Quality
Customer Relationship
Opportunities
External Variety of Products and
Vertical and Horizontal
New Business Model and
Cons
Weaknesses
Low Operating Profit Margin
Patent Infringement Lawsuits
Threats
Brick-and-mortar & E-Commerce
Regulation
Amazon’s Strengths
Products and Services at a Lower Cost: Amazon offers a wide selection of products. A search
of the site reveals tons of listings in any particular item in the different product categories, like
music, books, electronics, health and beauty, automotive, grocery and clothing. This strategy has
helped the company become one of the largest internet-based retailer around the globe. The
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company offers its products through various categories through its e-commerce. The online
format helps the company rotate its inventory quickly, reducing its management costs, and
enables the company to offer comparatively low prices (Amazon 2016). Through this method,
the company brings in valued customers, and it is the main reason why the company has grown
at such a significant rate (Barr, 2016).
Offering High Quality Products: Amazon also offers the highest quality products that are
straight from reliable manufacturers. Any inconsistencies to products, and Amazon will close
and investigate it, which makes them the most trustworthy retailer on the web. Another huge
advantage Amazon has is the fact that they have a variety of warehouses in each one of the
markets that they operate in. Most of these warehouses are spread around in each country so that
the goods can be delivered faster with a much lower cost (Rey, 2013).
Customer Relationship Management (CRM) and Information Technology: The company
offers faster delivery options which makes it convenient for its customers to receive products in a
timely manner. The company also has a very advanced in Customer Relationship Management
(CRM) and Information Technology (IT) which supports its business strategy. Amazon has a
system that records and interprets customer buyer behavior, which helps offer its customers
specialized products that would best meet their needs. Amazon is also very good with how it
handles customer issues; such as returns or exchanges.
Amazon’s Weaknesses
Low Operating Profit Margin: Amazon’s strategy of offering low cost and fast delivery to
attract more customers could potentially hurt its bottom line. The company reported its most
profitable quarter during 2015 but its profit margin was still lower than Wall Street’s
expectation. The low profit margin disappointed investors and Amazon’s shares went down by
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more than 13 percent (Saito & Nair, 2016). Although the company dominated the online retail
market during the past holiday season, its profit margin was still low due to its increasing
operating costs. Amazon’s shipping costs have risen steadily over the years. Amazon Prime
membership, which offers free one to two-day shipping, has driven up overall shipping costs. To
offset some of the high shipping costs, Amazon recently increased the Prime annual membership
fee from $79 to $99. Although the new fee includes eBook perks and free access to 40,000
movies and TV episodes, prime users have complained about the increased overnight shipping
costs, along with new limitations on two-day shipping orders over $25 (Kelleher, 2014). While
the increased fee might not drive away many Amazon loyalists, it may discourage potential new
customers. If Amazon is not able to control its shipping costs, their prices may not stay low.
Patent Infringement Lawsuits: In the recent years, Amazon has been involved in several
lawsuits related to patent infringement, product liability, environmental, antitrust and others. In
2013, Online News Link, Adaptix and Cellular Communications Equipment, and Personalized
Media Communications filed complaints against Amazon and AWS alleging patent
infringement. In 2014, Kaavo, Spansion, SimpleAir, and Smartflash Technologies also filed
complaints against the company. Although the company strongly defends its position in all cases,
the time and money spent defending these cases could potentially jeopardize its financial
stability and could hurt its reputation (Amazon.com, Inc., 2014).
Amazon’s Opportunities
Variety of Products and Options offered: As e-commerce businesses have increased over the
past few years, Amazon has met the need of a large number of customers who use their smart
phones, tablets, and other internet-accessible devices to shop online. By developing new
products, including Kindle Scout, Amazon Fire TV Stick, Amazon Fire Phone, and various
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shipping options, Amazon is targeting consumer products in addition to its traditional service.
Kindle Scout is a reader-powered publishing platform, to more authors and readers across the
world. Amazon Fire TV Stick, a device that helps TV connect to Media Applications instantly,
has been competing mainly with Apple TV and Google Chromecast. Amazon Fire Phone is also
striving to enter the smartphone market, with its two major competitors – Apple and Samsung.
Amazon also has been offering its users Amazon Prime, which allows access to one or two-day
free shipping. In order to do this, Amazon has acquired large storage houses and lockers at
different places where goods are stored.
Vertical and Horizontal Integration: Amazon is also testing their drones for short-range
delivery method. This reveals the company’s desire to acquire its own shipping facility in the
short future. Amazon even collaborates with many big companies, and has announced a deal
with the British Library during 2004. The benefit is that customers can search for rare or antique
books (Amazon SWOT). This library’s catalogue of published works has details of more than 2.5
million books. This acquisition to Amazon will be supplementing the company’s core growth
and assure horizontal integration. According to callisto.ggsrv.com, during 2015, Amazon had
acquired Elemental Technologies, Inc., which is a major provider of software-defined video
solutions for multiscreen content. This vital company “has over 700 media franchise customers
and serves some of the world’s most popular over-the-top TV (OTT) applications. Also, through
the acquisition of Twitch Interactive, Inc., a provider of video game streaming, Amazon attempts
to integrate more users into new kinds of operations. Furthermore, Amazon “acquired
comiXology, which revolutionized the digital comics reading experience, with their immersive
Guided View technology” (Amazon Financial and Strategic Analysis Review).
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Amazon’s Threats
Brick-and-mortar & E-Commerce: Due to Amazon’s size, in which it operates, its domain of
competition is very large. On the retail side of Amazon, it has to compete with many big Brickand-Mortar stores with the likes of Wal-Mart, Target, Best Buy, and others. Amazon has
normally done well against these competitors, but with the better use of logistics to keep
overhead down, and price matching of Amazon’s products, the threat of Brick-and-Mortar stores
cannot be understated. While amazon was one of the early online stores, similar new online
stores has risen like Overstock.com. One of the world’s largest E-Commerce site is Alibaba, with
a market cap of 246.02 Billion, it is only second to that of Amazon, which has entered into the
U.S. marketplace (Macauley, 2015).
Regulation: Amazon has lost its regulatory advantages, where consumers did not have to pay
sales tax on their products. States like California have closed this loophole, and have leveled the
playing ground with traditional brick-and-mortars. With amazon being a technical innovator,
some of the new technologies that might give it a competitive advantage can run into regulatory
problems, like using drones for delivery (Lifsher, 2012).
Wal-Mart SWOT Analysis
Pros
Cons
Strengths
Weaknesses
Internal Largest retailer in the world Employment policy & poor customer service
Cost Leadership
Litigations affecting reputation
Opportunities
External Growth in internet retail
Private label strategy
Threats
Increasing labor and health care costs
Competitive Pressures
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Wal-Mart Stores, Inc. is the largest retail in the world. The company’s operations consist
of three segments: Walmart U.S., Walmart International, and Sam’s Club. Wal-Mart stores offer
groceries, entertainment, hardlines, health and wellness, apparel and home goods.
Wal-Mart’s Strengths
Largest retailer in the world/Cost leadership: Wal-Mart has a strong presence in the U.S. and
in 26 other countries. The company has also expanded its global e-commerce presence. In the
fiscal year 2015, the company reported revenues of $485,651 million and had an operating
income of $27,147 million. Furthermore, during the fiscal year 2015, the Company and its
subsidiaries employed 2.2 million employees and reported revenues of $485,651 million. Being
the largest retailer in the world, gives the company market power over suppliers and competitors.
This competitive advantage generates positive economic returns and allows the company to offer
cheaper prices (Wal-Mart Stores, Inc., 2016).
Wal-Mart’s Weaknesses
Employment Policy /Litigations: Wal-Mart relationship with its employees is not the most
ideal. For years Wal-Mart employees have complained about low wages, poor working
conditions, and no guarantee of sufficient work hours. All these complains lead to high employee
turnover, understaffed stores, and poor customer service. Wal-Mart has faced several charges
and lawsuits with respect to labor relations. Between 2005 and 2015 the company settled over 70
state and federal wage-and hour lawsuits. These settlements caused the company large amounts
of money, have tarnished its reputation, and may put the company in a competitive disadvantage
because skilled workers would prefer to work for the competitors.
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Wal-Mart’s Opportunities
Growth in Internet Retail: According to the US Department of Commerce, online retail sales
in the US increased from $169.3 billion in 2010 to $297.4 billion in 2014. Total retail sales only
grew by 3.6% while e-commerce accounted for 6.4% of retail sales in 2014 (Wal-Mart Stores,
Inc., 2016). With the increasing and stabilizing internet presence of Walmart.com, the company
can partake into the internet buying trend, and increase its digital net profits and market share.
Private labels: Wal-Mart offers a large selection of private label products under various brand
names. Private labels are cheaper than national brands so they attract customers who are looking
for quality and low price. The increasing acceptance of private labels will help the company
increase sales and improve its profit margin. Also, since these brands are only sold at Wal-Mart,
it differentiates the company giving it a competitive advantage.
Wal-Mart’s Threats
Increasing labor and healthcare costs: The labor costs in the US have risen due to increased
healthcare and wages costs. With 2.2 million employees, the increase in payroll expenses could
negatively impact the company’s profitability.
Competitive Pressures: Wal-Mart faces non-traditional competition from online retailers like
Amazon. The number of consumers who purchase online continues to grow because shoppers are
constantly looking for better deals and more choices. As the price war between online retailers
and brick and mortar stores intensify, retailers must change their marketing strategy to remain
competitive. Ultimately, intense competition could weaken Wal-Mart’s competitiveness and lead
to loss in their market share (Wal-Mart Stores, Inc., 2016).
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EBay SWOT Analysis
EBay, Inc. is an international online marketplace with a global customer base of 233 million. It is
a multibillion business operating in 150 countries. There are millions of items listed on EBay
across multiple categories, from antiques, books, computers, toys, to even sports. It is estimated
that the current revenue of EBay is $8.59 billion with profits of $2.60 billion (EBay SEC Filings,
2015).
Pros
Cons
Strengths
Weaknesses
Internal World’s Largest Online Auction Website Controlling Fake / Illegal Activities
Power of Customer Relationship
Penetrating Some Foreign Markets
Opportunities
External Continued International Expansion
Growth in Mobile Shopping
Threats
Increased Online Trading Sites
Exchange Rates
EBay’s Strengths
World’s largest online auction website/Power of customer relationship: Since the mid 90’s,
eBay has been growing at a very significant rate. It is estimated that they now have 233 million
registered users in more than 150 different countries. EBay currently is at the top of the ranks as
the most successful online auction industry. In the United States, about one-third of the
population is already registered with the site. EBay’s number one goal is to establish a strong
relationship with the customers by keeping them engaged. They are figuring out new ways to
accomplish that, such as coming up with a Feedback Forum, which allows customers to provide
feedback on every item they have purchased. EBay takes pride in making sure all of their
customers are happy, and will go to great lengths to make sure that everything stays intact
(Welcome to Our Next Chapter, n.d.).
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EBay’s Weaknesses
Controlling illegal auctions / Penetrating Some Foreign Markets: There are numerous
auctions in eBay who have the intention of scamming their buyers. A good example would be
scammers trying to sell packaging boxes, with a fake product, and claiming it to be the real one.
Over the years, EBay has taken many precautions to prevent illegal activity on their site.
Unfortunately, EBay has no real way to measure the extent of illegality on their site. Penetration
in foreign markets is crucial to the success of online auctions. EBay has done an outstanding job
of penetration in foreign markets. However, they have been unsuccessful in taking over one of
the most important foreign markets, like Japan. If EBay is not able to gain ground in growing
online markets, it could hurt its foreign market standing (Johnson, n.d.).
EBay’s Opportunities
Continued International Expansion/Growing Number of Mobile Shoppers: As internet use
continues to grow throughout the world, eBay must take every opportunity to enter desirable
international markets. Another thing to consider is the new market which is developing in
countries such as China and India. This would allow EBay to further their marketing strategy in
different situations, and allow buyers and sellers from different countries to develop their own
market. EBay also has a strong payment system using PayPal, which is widely used by many
online retailers and online shoppers. The growing number of mobile shoppers will ultimately
benefit both eBay and PayPal (Kucera, 2013).
EBay’s Threats
Increasing Number of Online Trading Sites/Exchange rates: When an industry is attractive,
new competitors will always try to enter and gain market share. EBay already has
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many competitors like Amazon.com, ePier and uBid. To sustain a competitive advantage above
their competitors, eBay must continue to grow and evolve in the online auction industry. EBay
also receives income from foreign operations. The profits which are sent back to the U.S. needs
to be converted and may be affected by the exchange rates.
Customer Analysis
Amazon.com holds a huge broad market of various costumers, most of who fall within
the Generation X era, then trailing Millennials. Surprisingly, it’s most loyal consumer base have
been from Baby Boomers. Baby Boomers alone have more prime buyer’s than non-prime buyers.
A CBS News report even states that Amazon’s shoppers are “older, wealthier, better-educated…”
Segmentation
Online shoppers can be segmented into different age groups with overlapping needs and wants.
The younger generations like that of Generation X and Y spend more time shopping online
according to business Insider. (Refer to Exhibit 1) “45% of millennials spend more than an hour
a day looking at retail-oriented websites” (Krueger, 2013). Millennials also spend the most
amount of money per Internet user, followed closely by Generation X.
Customer’s Wants and Needs
Millennials take a different approach to satisfy their wants and needs. They heavily use
technology, and are influenced by it. By looking at the statistics, “52% of millennials were more
likely to make impulse purchases than any other generation,” and 46 % of millennials said
buying technology is a category that gives them great pleasure. (Israel Diamonds Oct. 2014)
“60% of millennials say that it is convenient to have a smartphone or tablet to research or
purchase a product or service on the go” (American Millennials: Deciphering the Enigma
Generation, 2016). 45% of millennials spend more than an hour a day looking at retail-oriented
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websites” (Krueger, 2013). Both Generation X and Y have kids, who like their parents are also
technology oriented. With the primary child-bearing ages of 20 to 34 years of age, there are
common needs that come with having children. One of these is the constant need of attention and
someone to interact with, which is very important part of their social development skills. With
the advancement of technology integration, these needs can be met. Kids will finally be able to
learn a wide variety of skills just from engaging with these devices.
Current Market and Target Market
The current market that Amazon is consistently growing in is the technological market, while
also expanding its inherited broad customer base that comes from being the largest online
retailer. More specifically, since Amazon serves a broad market and holds a large brand
recognition, it provides them opportunities to enter established markets to compete in, such as
the tech industry. An example would be Amazon Echo that is meant to compete with Bluetooth
speakers, or their Fire line meant to compete with tablets. Additionally, Amazon has always
served the needs of readers by offering books in many versions from renting to buying full kindle
copies. An article in Publishers Weekly mentions how Amazon has been a big winner for
obtaining former Barnes & Noble’s customers, which can be credited to the rise of eBooks and
their technological investments in that area. Since brand recognition has brought them many
loyal customers, and one such area that they can strategize in would be choosing a target market.
Educated opinion
Younger generation are the target market that Amazon can strive for, in order to fill one of the
market gaps. Amazon needs to start brand recognition earlier, in order to build loyalty of the
customers sooner. The sooner customers become loyal, there is a better probability of gaining
Page 12 of 14
new Amazon Prime members. To do this, Amazon needs to create a product that meets both
parents and children needs. After product introduction, Amazon can begin building variety, and
entering new markets in that industry.
New Product
Looking at all the factors of potential markets, and market segmentations, in combination with
leveraging amazon’s already existing services and devices, we believe to best meet the gap is a
child’s toy. This will instill brand recognition very early for younger generations, where it will be
used to benefit parents too, by making their lives easier.
The “Amazon Bear” will continue Amazon’s business strategy of branding devices that will
connect to people’s lives. The bear would be a complimentary item to go along with amazon’s
already existing products like the Amazon Kindle, Echo, and Fire line. The increasing
technological lifestyles of consumers in this generation are pushing manufacturers to develop
smart and engaging electronic toys. As an example, App integrated toys that can be controlled by
smartphones and tablets are now emerging on to the market.
When the parent buys the product from the Amazon store and opens the box, it includes very
easy and detailed instructions on how to download the “R We There Yet?” which can be
downloaded from their smartphone or kindle devices. After they download the required app, they
can then use a button that is in the app to sync the phone with the bear (Refer to Exhibit 2). After
the phone is synced to the bear, the parent can have the option of typing in the starting point and
destination of the trip they are taking. Once they are finished, the bear will sync and recognize
the commands via Bluetooth, and then it will proceed on to say certain things to the child once
Page 13 of 14
its paw is pressed. The first thing that the bear will say is how long it will take to get to the
certain destination, which will prevent the child from asking the parents (refer to Exhibit 3).
The AI technology of Amazon bear will come from a modified version of Amazon Echo with
using Amazon’s cloud servers. The synergy of using existing resources will not only make the
product easy to use due the familiarity, but it will also be a gateway to selling more products and
amazon services. The bear will be able to download books via a 4g modem like what already
exists in Amazon’s Kindle that uses a large library. It will also be connected to the Amazon app
store that will include games and music that the parents can buy, download, and sync. This way
the bear will never run out of things to say as long as the parents are updating it.
Perceptual map
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Amazon Analysis Exhibits
Exhibit 1
Exhibit 2
Amazon Analysis Exhibits (Continued)
Exhibit 3
Works Cited
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https://trustfile.avalara.com/resources/amazon-warehouse-locations/
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Retrieved from Pando: https://pando.com/2014/03/25/amazons-core-strength-mayactually-be-its-biggest-weakness
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Keep Up with the Quickly Changing Preferences of these Young Consumers, Says New
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Lifsher, M. (2012 , September 15). Free ride is over — Amazon.com collecting California sales
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SITUATION ANALYSIS CHECK LIST
To help you ensure your situation analysis is complete, here is a list of items
