MGMT425 Dr. Cummings
\n1
\nHBR Case Notes Assignment #1
\nAmazon Fresh: Rekindling the Online Grocery Market
\nDue: Dropbox Submission
\nCase Description:
\nIn 2007, Amazon decided to make a foray into the grocery market by launching Amazon Fresh. This
\nservice allowed customers to order groceries online, which would then be delivered to their homes
\nthe same or next day. AmazonFresh originally targeted affluent customers, emphasizing extreme
\nconvenience at a reasonable price. Groceries represent the largest single retail category and is one of
\nthe few retail categories that has not migrated online. However, the grocery industry is highly
\nmature, fiercely competitive, and features low margins; previous attempts to take the industry
\nonline failed. Amazon entered into this industry with caution, and it started by offering AmazonFresh
\nin just one test city \u2013 Seattle. This is the content in which the case is based.
\nAssignment Essay Questions:
\n1. What is your assessment of the online grocery market opportunity? What explains the prior
\nfailures in this market?
\n2. Discuss the business level strategies Amazon used to establish AmazonFresh as a new
\nbusiness adventure. How would you assess Amazon\u2019s effort in this new market? How would
\nyou compare AmazonFresh\u2019s operating model to Instacart\u2019s?
\n3. Should Amazon continue refining AmazonFresh\u2019s business model in Seattle or expand to
\nanother city? Explain your answers.
\nGrading Criteria:
\nYour case notes should illustrate your understanding of the cases AND your ability to answer the
\nassigned discussion questions for each case. Pass\/fail grading is used for evaluating the effort you
\nput into studying the cases and the quality of your thinking in addressing the assigned discussion
\nquestions.
\nYour case notes must be typed in 12-point font, 1-1\/2 spaced, and with one-inch margins around the
\npage. Each case notes should consist of a minimum of three pages. Bullets points with
\nexplanations\/descriptions are the preferred format for your case notes. Please submit your case
\nnotes to the corresponding Dropbox folder on BeachBoard on\/before its due date.<\/p>\n","protected":false},"excerpt":{"rendered":"
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