During 2017, Amazon made its first major foray into bricks-and-mortar retailing with the acquisition of Whole Foods Market, the up-market supermarket chain. The acquisition followed Amazons entry into online food retailing with Amazon Fresh. The shares of Kroger, the biggest supermarket chain in the United States, fell by 11% on news of the deal.

How might Kroger use the competitor analysis framework outlined in Figure 4.4 to predict Amazons competitive strategy in the US grocery market?

STRATEGY How is the firm competing? OBJECTIVES What are competitor's current goals? Is performance meeting these goals? How are its goals likely to change? ASSUMPTIONS What assumptions does the competitor hold about the industry and itself? RESOURCES AND CAPABILITIES What are the competitor's key strengths and weaknesses