Using the information in the case above, please answer the following questions:

In what ways does Bezos's decision to develop and deliver the Kindle and Kindle Fire, and Fire TV lines show systematic and intuitive thinking? $[1$ mark$]$

How do you describe the competitive risk in Amazon's environment as other retailers, including Walmart and Apple, strengthen their online offerings? $[1\mathrm{.}5$ marks$]$

Amazon is continuously looking for new markets to exploit. As CEO Bezos addresses the strategic opportunity of delivering streaming video, he calls on you for advice. Amazon's presence and technology are already established in this market. But what decision error and traps might cause him to make the wrong decisions regarding Amazon's future moves, and why? What can he do to best avoid these mistakes? $[2\mathrm{.}5$ marks$]$