In 2007, Amazon decided to make a foray into the grocery market by launching Amazon Fresh. This
Question:
In 2007, Amazon decided to make a foray into the grocery market by launching Amazon Fresh. This service allowed customers to order groceries online, which would then be delivered to their homes the same or next day. AmazonFresh originally targeted affluent customers, emphasizing extreme convenience at a reasonable price. Groceries represent the largest single retail category and is one of the few retail categories that has not migrated online. However, the grocery industry is highly mature, fiercely competitive, and features low margins; previous attempts to take the industry online failed. Amazon entered into this industry with caution, and it started by offering AmazonFresh in just one test city - Seattle. This is the content in which the case is based.
Case Assignment Questions:
- What is your assessment of the online grocery market opportunity? What explains the prior failures in this market? (Note: Five forces analysis is not needed to answer Q1.)
- Discuss the business level strategies Amazon used to establish AmazonFresh as a new business adventure. How would you assess Amazon's effort in this new market? How would you compare AmazonFresh's operating model to Instacart's?
- Should Amazon continue refining AmazonFresh's business model in Seattle or expand to another city? Explain your answers.
4. Five forces analysis
Strategic Management An Integrated Approach
ISBN: 978-1111825843
10th edition
Authors: Charles W. L. Hill, Gareth R. Jones