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Running head: Inc. INC Strategic Analysis

Ummsalamah Baksh

Strategic Management

Professor Dwayne B. Seals Inc. 2

Table of Contents

CASE STATEMENT---------------------------------------------------------------------------------3

MISSION STATEMENT----------------------------------------------------------------------------3

VISION STATEMENT------------------------------------------------------------------------------3

MISSION STATEMENT EVALUATION------------------------------------------------------3



EFE MATRIX------------------------------------------------------------------------ 5

EFE EVALUATION--------------------------------------------------------------------------------5

IFE MATRIX-------------------------------------------------------------------------6

IFE EVALUATION---------------------------------------------------------------------------------7

SWAT ANALYSIS ----------------------------------------------------------------------------------7

SWAT MATRIX----------------------------------------------------------------------9,10

PORTERS FIVE FORCES ANALYSIS--------------------------------------------------------8,9

TOWS CHART--------------------------------------------------------------------------------------11

SUGGESTED STRATEGIES FROM SWOT MATRIX-----------------------------------12


STRATEGIC ALTERNATIVES----------------------------------------------------------------16

QSPM MATRIX----------------------------------------------------------------------16


REFERENCES---------------------------------------------------------------------------------------23 Inc. 3

Case Statement

Amazon is facing a high volume of competition, and long-term debt due to high inventory

risks. Along with the financial analysis, the strategic analysis with competitive advantages is

studied to determine the firm’s future in revenue, profitability, and growth. This report will also

follow the expansion strain on management, operations, finances, and other resources.

Mission Statement

“To leverage technology and the expertise of our invaluable employees to provide our

customers with the best shopping experience on the Internet ( Inc. or Affiliates,


Vision Statement

"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 ( Inc. or

Affiliates, (1996-2018)."

Mission Statement Evaluation

Guests Products/Services Markets Concern for Concern for Concern for

survival, Employees Public Image


Based on Amazon’s mission statement evaluation it is not a strong one that includes all aspects

of the organization. Amazon’s concern for employees, and consumers are components that

addressed in the mission statement as invaluable employees, and customers shopping experience.

However the mission statement can include the concern for their public image, as a result of their Inc. 4

sustainability efforts that have increased. The organization clearly mentions the use of

technology within the Internet commerce as well to drive customer to purchase online with easy

access. The concern for growth and survival should be an objective mentioned in the mission

statement as a recognized accomplishment to one of the largest e-commerce sites of the buying

and selling industry. Amazon’s mission statement is also not clearly mentioned on their website

which makes for a weaker communication between investors, and consumers.

Milestones Inc has quite the company profile. Their goal is to global reach all industries, and

all consumers that have the desire to acquire more. After 30 years of its development Amazon

has become one of the major online bookstores to launch online since 1995. The organization

expanded their company with a wider selection of products, international websites, a larger

network of suppliers, and most of all fulfill their customer satisfaction approaches. One of

Amazon’s milestones was the ability to establish a relationship with their distributors,

understanding how price will drive the growth of their e-commerce, and the information

technology needed to bring it all together. In 2005 Amazon started using cloud computing, and

crowdsourcing (Sherman, (2015)). The company’s technological infrastructure introduced

Kindle, and dominated the Internet by offering more e-book purchases in 2010 than physical

books (Lashinsky, (2016)). Inc. added the Prime feature where consumers had the

premium option. The option gives Prime members unlimited, commercial free, instant streaming

of more than 5,000 movies and TV shows with no additional cost other than the 1-year minimum

subscription of $79 (Lashinsky, (2016)).

EFE Matrix

Weighted Inc. 5

Key External Factors Weight Rating Score


1. Growth of internet users, and 0.10 3 0.30

international market
2. Multiple products offered with a high 0.10 4 0.40
percentage of online retail sales
3. C2C auctions and E-commerce growth 0.05 3 0.15

4. Increase in distribution centers 0.08 4 0.32

5. Ads revenue increase to 37% annually 0.10 2 0.20

from 2016-18 can lead to $5B business


1. E-bay, Barnes and Noble Wal-Mart 0.08 2 0.16

2. Population segmented not targeted due 0.05 2 0.10

to internet restrictions
3. Competition will increase due to low 0.15 3 0.45
barriers in online retail market
4. Amazon Prime annual price to increase 0.14 4 0.56
from $79 to $99=loss of premium
5. Amazon’s Whole Foods market merger 0.15 2 0.30
with Wal-Mart unsuccessful
TOTAL 1.00 2.94

EFE Evaluation

According to Amazon’s EFE Matrix, the total weighted score is shown to be above the 2.5

averages, which entails that the company is strong. Their external environmental factors are

responding above average to the opportunities, and are able to overcome their threats. The

management team of Inc. does not have to reevaluate their companies prospecting

goals. The highest average rating for one of the opportunity key factors is the multiple products

offered with a high percentage of online retail sales. It ranked at 0.40 because there is an increase Inc. 6

in e-commerce competition and barriers from the threat key factors the weighted average was

0.45. Amazon must keep up with offering wide variety of products to stay ahead of their


IFE Matrix


Key Internal Factors Weight Rating ed Score


1. Organized distribution center 0.10 4 0.40

2. Strong global alliances 0.05 4 0.20

3. Updated technology 0.10 4 0.40

4. Exceptional customer service 0.10 3 0.30

5. Strong management team 0.10 3 0.30


1. Operating losses 0.10 1 0.10

2. Interest in issued debt 0.15 1 0.15

3. High inventory risk 0.10 2 0.10

4. Breach of customer information 0.10 3 0.30

5. Not enough suppliers 0.10 3 0.30

TOTAL 1.00 2.55

IFE Evaluation

According to the Inc. IFE Matrix, the total weighted average has scored lower

than the external factors. This entails that the companies external position is more stable, and are Inc. 7

able to overcome their weaknesses. Amazon’s major weakness were broken down into two

factors, they are the risky breach of customer information, which weighted at 0.30, and not

enough suppliers that weighted at 0.30 as well. The one of the strongest key internal factors is

the updated technology that is weighted at 0.40. Since Amazon has updated their technology, and

information security systems the risk of a data breach is lower.

SWOT Analysis

Overall Inc. has some internal key factors that they need to focus on in order to

build upon considering their strengths. Maintaining strong global alliances, and overcoming the

threat of competition and premium are the initial steps to benefiting Amazon’s exceptional

customer services with their strong management team. Considering both the EFE and IFE

Matrix’s Inc. is well on their way to successfully maintain their mission and vision.

Threats to New Entrants

Table 3. Porters 5
Easy online markets, Amazon
advantage with updated technology

Supplier Power Buyer Power

Competitive Rivalry
Too many restrictions with
Customer delivery
suppliers, Customers control products Wal-Mart, Ebay, Barnes &
bought, Customer delivery satisfaction Noble, 77% US consumers shop

causes slow downs. Threat

online. of


Increase global retail,

Non exclusive, or unique

products sold by the

company. Inc. 8

1) Competitive Rivalry (Moderate Force)- The competitive Rivalry is a moderate

force because of the growth of the online retail industry. The three largest competitors

of Amazon are E-bay, Barnes & Noble, and Wal-Mart. The 3 big companies are also

targeting particular products like apparel, car parts, as well as refurbished electronics.

The online shopping industry was at its highest in 2017 with a reported 77% of U.S

population of consumers that purchased online. The e-retail industry is continuing to


2) Bargaining Power of Buyers (Strong Force)- Amazon’s bargaining power of

buyers is a strong force because they favor customer satisfaction. Amazon retained

for 5 consecutive years of being top performers/responded reported in the Customer

Satisfaction Index based in the U.K. ( Customers have the ability to

control when they want their products delivered, and within a specific time frame.

Amazon must abide to their delivery satisfaction with customer agreement to ensure

customer satisfaction. Amazon also allows for customers to have low switching costs

compared to their leading competitors.

3) Bargaining Power of Suppliers (Weak Force)- Amazon’s suppliers are low due to

the increased number of e-commerce entrants in the retail industry. Bargaining power

of suppliers is a weak force with Amazon’s restrictions on their suppliers as well. In

order for Amazon to consider suppliers they must ensure they are following ethical

business deals, and working conditions. Suppliers are not able to control Amazon’s

product prices. With the U.S President Trump administration tax & trade policies, Inc. 9

retailers like Amazon are concerned with the impact of 20% border tax on imports

that could increase prices for consumers/suppliers, and limit spending.

4) Threat of Substitutions (Strong Force)- Amazon’s threat of substitutions are high

due to the increase of global retail industry. Amazon products are not exclusive or

unique; therefore prices and product availability can be a factor in substitution.

Amazon books can be substituted by the company’s book sales competitor, Barnes &

Noble. E-bay’s auctioning of products can overcome industry price, and Wal-Mart’s

in-store and online product availability are at low prices (Henage,2014).

5) Threat of New Entrants (Strong Force)- Amazon’s threat of new entrants is a

strong force due to the easy access to online markets. Anyone can create a website to

promote product distribution, in addition to access to better technology. The

advantage of Amazon’s e-commerce market is the advance technology to house large

customer data, such as credit cards; and addresses, investment in market share, and

warehouses in domestic and international locations

Competitive Strategies (SWOT MATRIX)


1) Organized distribution center

2) Strong global alliances

3) Updated Technology

4) Exceptional Customer Service

5) Strong management team


1) Operation losses Inc. 10

2) Interest in issued debt

3) High inventory risk

4) Breach of Customer information

5) Not enough suppliers


1) Growth of internet users, and international market

2) Multiple products offered with a high percentage of online retail sales

3) C2C auctions & E-commerce growth

4) Increase in distribution centers

5) Advertising revenue increase to 37% annually from 2016-2018 can lead to $5 billion



1) E-bay, Barnes & Noble, Wal-mart

2) Population segmented, not targeted due to internet restrictions

3) Competition will increase due to low barriers in online retail market

4) Amazon Prime annual price to increase from $79 to $99 = loss of premium customers

5) Amazon’s Whole Foods market merger with Wal-Mart unsuccessful Inc. 11

1) Begin organizing more distribution 1) Reduce inventory risks by eliminating

international distribution centers as online diverse products sold, to unique products that

markets expand. competitors do not have.

2) Create more ads with the updated 2) Decrease operation losses, by increasing

technology while recognizing customer C2C auctions. Allowing the consumers to use

satisfaction. Amazon as selling and buying platform.

1) Increase customer satisfaction by 1) Decrease competition with international

offering person to person experiences like suppliers & international distribution to

competitors with in-store experiences. Online increase the segmented population that Amazon

environment to discuss issues, or get more reaches, and to eliminate online retail

details through a live chat. competition.

2) Eliminate perishables from the inventory

to increase sales and distribution in tangible

products. Inc. 12

Suggested Strategies from SWOT Matrix

Based on the SWOT analysis, and the SWOT Matrix there are a number of approaches to

improving Inc. With the increased debt, and operation losses as the companies’

weakness, I recommend Amazon decreasing their restrictions on suppliers, and partner with

more international companies to operate on behalf of fewer losses with low taxation on capital.

Countries like the United Kingdom can benefit from the exceptional customer services provided

by by targeting already satisfied customers, and push for premium services such

as Prime. Amazon can enhance their technologies to protect against data breaches among

consumer-to-consumer sales of products privately, and monitor the increase of competitors

purchasing products at low rates from Amazon, and wholesaling the products themselves.

The SWOT Matrix applies to the Amazon companies goals by determining the matched results

based on the EFE/IFE matrixes. The SWOT Matrix allows for market penetration in many areas,

and demonstrates where the company must allocate its resources, technology, and management

of suppliers.

Financial Ratios

AMZN Industry Avg.

Current Ratio 1.04 1.07

Quick Ratio 0.73 0.27
Debt to Equity Ratio 0.89 0.88
Long-term-debt-equity Ratio 0.67 0.23
Inventory Turnover 11.33 11.70
Asset Turnover 1.71 1.55
Receivables Turnover 18.20 13.54 Inc. 13

Strength & Weakness based on Financial Ratios

Amazon’s annual report ended in December 2017, as a strong company due to their high

record of sales growth. Based on the financial ratios the company exceeds most of the profit

margins compared to the industry averages. Making the company one of the most profitable

firms to invest in the coming years. Amazon’s Current Ratios determined it is lower than the

market standard. The firms current ratio projects 1.04, while the industry average projects

1.07(MSN Money, 2018). These numbers mean that Amazon positioned itself to cover the bare

minimum of their current short-term liabilities with their current assets. Amazon’s Inventory

turnover has declined significantly from 2016 to 2017 with close observations of the 2018 first

quarter. Amazon is improving their costs of goods sold over inventory they have. The inventory

turnover for the firm is 11.33, while the industry average is 11.70. This determines that the

company is selling their products over a longer period of time, rather than a shorter period of

time at a slower rate compared to their competitors. Amazon’s Quick ratio is defines the

companies’ strength in its number above 1.0 when compared to its industry average. The

companies’ quick ratio financially is healthy with a 0.73 compared to the industry average,

which is 0.27. The company is in a path to improving its financial stability by improving its

profits. Amazon’s debt-to-equity is not far from the industry average of 0.88, and the firms

average is 0.89. These numbers reveal that Ford is making rational, reasonable moves and

processes with its cash, inventory and other assets. The company’s asset turnover also reveals

1.71 of its sales or revenues are valued, compared to its industry average of 1.55. That is a

significant increase from 2012’s negative decline in revenue of -0.23. Amazon’s receivables

turnover is a shorter term that is represented on their balance sheet. Receivables turnover is Inc. 14

18.20, which is much higher than 55 comparable markets that are below the industry average of


Profitability Ratios

AMZN Industry Avg

Operating Margin 3.25 4.25

Net Profit Margin 1.71 3.31
Return on Assets 2.92 2.10
Total Stockholders Equity 21.10
EPS Growth Rate 143.83 55.75
Price-Earnings Ratio 338.80 29.97

The profitability of Amazon is deemed as the companies’ success. The operating margin of

3.25 compared to its industry average suggests that Amazons managers are not efficiently

allocating funds to satisfy their stakeholders at an effective rate. The operating margin of the

industry is 4.25, which is well over the firm’s current capabilities. ROA is 2.92 above industry

average of 2.10. Amazons return on assets indicates that the company is efficiently using their

assets to generate earnings for their investors, as well as managers. The firms P/E ratio shows

that stockholders or investors must plan on investing $338.80 in dollar amounts in order to

expect to earn $1 of the companies’ current earnings. In the industry it will cost investors $29.97

for what we want.

Growth Ratios

AMZN Industry Avg

Revenue 38.21 31.17

Net Income 147.8 177.22
EPS 143.83 55.75 Inc. 15

Short-term Capital Raised

Amazon is not able to raise short-term capital. Due to the firm’s debt to equity, they are not able

to raise capital to give back the money that is owed to their investors and creditors. The

companies majority of capital is consisted of debt (Investopedia, 2018).

Long-term Capital Raised

Amazon is able to raise long-term capital. The company has a long-term debt of $37,926 M

passed its 12-month future. It has also increased from its quarterly averages from Dec 2016 to

Dec 2017 by 0.29 %. The ratio of long-term debt over total assets of suggests that Amazon may

be relying on their dependency for the company’s growth (MSN Money, 2018).

Working Capital

Amazon’s working capital has increased from Sept 2017 to the end of the financial quarter Dec

2017 ending in $6,066 M. The working capital suggests that the firm has sufficient working

capital to sustain the company.

Capital Budgeting Procedures

Amazon’s capital budgeting procedures are in good standing. The companies investors, and

financial managers are allocating their funds, and are working on their debt to equity ratio. Once

the debt to equity has improved over a shorter term the company will see a significant increase in

profits from investors.

Dividend-payout Policies

According to a number of sources that do not represent Amazons Dividend-payout policies. It

looks as if the company did not have a dividends-payout reported in its end of financial quarter

in Dec 2017. Amazon did not have to pay out any percentage of company earnings (MSN

Money, 2018) Inc. 16

Investors and Stockholders Treated Well

If Amazon is known for having everything, it is certainly known for taking care of their

relations with their investors and stockholders. On the companies website they include the proper

documents, letters to shareholders, most recent proxy, conflict minerals reports, and their 1997

stock incentive plan, as well as social media and other messages.

Financial Managers Inc’s financial managers have the most understand of the companies mission, and

growth potential. They are considered to be able to break down, analyze. Test, and challenge the

status quo. The financial managers have a right to also recommend, and develop policies to help

improve its competitive position in addition to its profitability


QSPM Matrix for Amazon

Alternative 1 Alternative 2

Strengths Weight AS TAS AS TAS

1 Organized distribution center 0.10 4 0.40 2 0.20
2 Strong global alliances 0.05 3 0.15 4 0.20
3 Updated technology 0.10 1 0.10 3 0.30
4 Exceptional customer service 0.10 2 0.20 3 0.30
5 Strong management team 0.10 0 0.00 4 0.40
6 0 0.00 0 0.00 0 0.00
7 0 0.00 0 0.00 0 0.00
8 0 0.00 0 0.00 0 0.00
9 0 0.00 0 0.00 0 0.00
10 0 0.00 0 0.00 0 0.00

0 0

Weaknesses Weight AS TAS AS TAS

1 Operating losses 0.10 3 0.30 2 0.20
2 Interest in issued debt 0.15 3 0.45 1 0.15 Inc. 17

3 High inventory risk 0.10 1 0.10 4 0.40

4 Breach of customer information 0.10 3 0.30 0 0.00
5 Not enough suppliers 0.10 2 0.20 4 0.40
6 0 0.00 0 0.00 0 0.00
7 0 0.00 0 0.00 0 0.00
8 0 0.00 0 0.00 0 0.00
9 0 0.00 0 0.00 0 0.00
10 0 1.00 0 0.00 0 0.00

0 0

Opportunities Weight AS TAS AS TAS

1 Growth of internet users, and international market 0.10 4 0.40 2 0.20
2 Multiple products offered with a high percentage of
0.10 2 0.20 3 0.30
online retail sales
3 C2C auctions and E-commerce growth 0.05 3 0.15 4 0.20
4 Increase in distribution centers 0.08 4 0.32 3 0.24
5 Ads revenue increase to 37% annually from 2016-18 can
0.10 0 0.00 4 0.40
lead to $5B business
6 0 0.00 0 0.00 0 0.00
7 0 0.00 0 0.00 0 0.00
8 0 0.00 0 0.00 0 0.00
9 0 0.00 0 0.00 0 0.00
10 0 0.00 0 0.00 0 0.00

0 0

Threats Weight AS TAS AS TAS

1 E-bay, Barnes and Noble Wal-Mart 0.08 3 0.24 3 0.24
Population segmented not targeted due to internet
0.05 2 0.10 3 0.15
2 restrictions
Competition will increase due to low barriers in online
0.15 4 0.60 4 0.60
3 retail market
Amazon Prime annual price to increase from $79 to
0.14 2 0.28 2 0.28
4 $99=loss of premium customers
Amazon’s Whole Foods market merger with Wal-Mart
0.15 3 0.45 2 0.30
5 unsuccessful
6 0 0.00 0 0.00 0 0.00
7 0 0.00 0 0.00 0 0.00
8 0 0.00 0 0.00 0 0.00
9 0 0.00 0 0.00 0 0.00
10 0 0.00 0 0.00 0 0.00
STAS 1.00 4.94 4.32 Inc. 18

Recommendation: Strategy Implementation

Based on Amazon’s QSPM Matrix I suggested two alternates to objectively select the best

strategy to increase financial growth, and long-term goals .The key factors identified from the

EFE/IFE matrix were rated 4.94 and 4.32.

Alternative 1: Expand internationally

Alternative 2: Expand internally

The International segments will consist of amounts earned from retail sales of consumer

products and subscriptions through internationally-focused websites such as Amazon’s long-term objectives will change based on their long-term

capital. As the company increases revenue based on their dependency of their future funding the

company will go with alternative 1. The suggested strategy of branching out and expanding the

companies distribution centers will increase the amount of suppliers needed to fund the long-

term dependency. Pulled from the SWOT matrix and Porters Five Forces analysis, Amazon will

Decrease competition with international suppliers & international distribution to increase the

segmented population that Amazon reaches, and to eliminate online retail competition. On

October 12, 2016, the Lawyers’ Committee for Civil Rights and Economic Justice wrote to

Amazon’s CEO Jeff Bezos to express concern about a new company directive that requires

delivery companies that Amazon company contracts with to institute more stringent background

check procedures. To increase suppliers, those background checks must decrease its background

check requirements allowing for more slack on entry to international markets, and regulations. Inc. 19

Strategy Implementation


Amazon will continue to pursue multi-year waste reduction initiatives by preparing free

packaging, Ships in Own Container, and Amazon Frustration-Free Packaging to promote the use

of 100% recyclable packaging that is easy to open and eliminates hard plastic, all packing foams,

and additional shipping boxes. These initiatives have eliminated more than 110 million pounds

of excess packaging just in 2016, a 54% increase over 2015. Promoting, with all Amazon

branded devices and electronic accessories (, 2018).


Amazons international activities are significant to the revenues and profits, and plan to further

expand internationally. In certain international market segments, Amazon will have relatively

operating experience and may not benefit from any market advantages. It is costly to establish,

develop, and maintain international operations and websites, and promote the Amazon brand



Increasing operating income and efficiently managing working capital, including the decision

to purchase or lease property and equipment. Increases in operating income primarily result from

increases in sales of products and services and efficiently managing operating costs, partially

offset by investments we make in longer-term strategic initiatives. (, 2018) Inc. 20

Preliminary Financials

Income Statement 12/31/17 12/31/16 Percent Change

Revenues $177,866 $13,599 -1 -92.35%
Cost of Goods Sold 12 88 1 639.90%
Gross Profit 177,854 13,511 -1 -92.40%
Operating Expenses 173,760 -144 -1 -100.08%
EBIT 4,094 13,655 1 233.52%
Interest Expense -848 -484 -1 -42.92%
EBT 4,942 14,139 1 186.09%
Tax 0 0 0 0.00%
Non-Recurring Events 0 0 0 0.00%
Net Income 4,942 14,139 1 186.09%

Balance Sheet 12/31/17 12/31/16 Percent Change

Cash and Equivalents $21 $26 1 27%
Accounts Receivable 132 13 -1 -90%
Inventory 160 11 -1 -93%
Other Current Assets 0 0 0 0%
Total Current Assets 313 51 -1 -84%
Property Plant & Equipment 49 29 -1 -40%
Goodwill 13 4 -1 -72%
Intangibles 34 845 1 2407%
Other Long-Term Assets 6 3 -1 -51%
Total Assets 414 931 1 125%

Accounts Payable 35 25 -1 -27%
Other Current Liabilities 17 13 -1 -22%
Total Current Liabilities 52 39 -1 -25%
Long-Term Debt 24,743 15 -1 -100%
Other Long-Term Liabilities 5 3 -1 -42%
Total Liabilities 24,799 57 -1 -100%

Common Stock 5 5 0 0%
Retained Earnings 9 5 -1 -43%
Treasury Stock -1,837 -2 -1 -100%
Paid in Capital & Other 21,389 22 -1 -100% Inc. 21

Total Equity 19,566 31 -1 -100%

Total Liabilities and Equity 44,365 87 -1 -100%

Pro Form Income Statement

Projected Income Statement 12/31/15 12/31/17 12/31/18

Revenues $13,599 $13,599 $13,599
Cost of Goods Sold 0 0 0
Gross Profit 13,599 13,599 13,599
Operating Expenses 0 0 0
EBIT 13,599 13,599 13,599
Interest Expense -484 -484 -484
EBT 14,083 14,083 14,083
Tax 0 0 0
Non-Recurring Events 0 0 0
Net Income 14,083 14,083 14,083

Projected Balance Sheet 12/31/15 12/31/17 12/31/18

Cash and Equivalents $13,265 $27,348 $41,431
Accounts Receivable 13 13 13
Inventory 11 11 11
Other Current Assets 0 0 0
Total Current Assets 13,290 27,373 41,456
Property Plant & Equipment 29 29 29
Goodwill 4 4 4
Intangibles 845 845 845
Other Long-Term Assets 3 3 3
Total Assets 14,170 28,253 42,336

Accounts Payable 25 25 25
Other Current Liabilities 13 13 13
Total Current Liabilities 39 39 39
Long-Term Debt 15 15 15
Other Long-Term Liabilities 3 3 3
Total Liabilities 57 57 57

Common Stock 5 5 5
Retained Earnings 14,088 28,171 42,254 Inc. 22

Treasury Stock -2 -2 -2
Paid in Capital & Other 22 22 22
Total Equity 14,114 28,197 42,280

Total Liabilities and Equity 14,170 28,253 42,336 Inc. 23


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