If he sent an email to the company saying "We want retail revenue to increase by X% by 2023 or we will decrease our investments in the retail parts of the company" I might be worried that the retail parts of the company were going to enter into a death spiral given Amazon's problems with quality control already.

If I also thought it was unlikely that they would hit their target I would be really worried (assuming of course I had any reason to actually worry about how Amazon's business was doing)

If we were talking about a company that had a history of shutting down successful divisions because they were not successful enough I would think "hey 2023 is when the shutting down process is likely to start"