Overview:
The concept of Amazon Go first appeared in the media in December 2016. The E-commerce giant, Amazon.com Inc. decided to leverage its advantages in the virtual marketplace by opening multiple brick-and-mortar (B&M) retail stores. The company had pursued an aggressive strategy that involved expansion into multiple formats of retail stores, including Amazon Books, AmazonFresh, and Amazon Go. It was at the time even rumored that Amazon might acquire Whole Foods Market Inc. a natural and organic food supermarket. Amazon founder Jeff Bezos hoped to use the strengths of the company’s current services, such as Amazon Prime and Amazon Web Services (AWS) to aid its expansion into B&M retail. Could Amazon be as successful in offline retail as it had been in e-commerce? Conduct a case analysis and address the following assignment requirements:
Internal Analysis:
- According to the case, Jeff Bezo’s key marketing and management principles are to (a) focus on customers rather than competitors; (b) take necessary risks for market leadership; (c) build a unique company culture, and (d) create synergy between virtual and physical businesses. Describe Bezo’s application of each of these and discuss how each were leveraged.
- It is said that Amazon’s competitive advantage can be attributed to their (a) brand reputation, (b) advanced technological capabilities, and (c) their vase customer database. Why and how has Amazon been so successful in each of these? Describe the strategies in each of these areas and discuss how it has contributed to their competitive advantage.
- The case highlights a lot of strengths, does Amazon have any weaknesses? Yes/no describe and explain.
External Analysis:
- Conduct an analysis detailing Porter’s Five Forces Model: Identify each force, describe Amazon’s standing in regards to each force. Rate the level of threat/bargaining power for each as either low, moderate, or high and explain why. Explain for each of these, do they pose opportunities or threats?
- After completing the Five Forces Model examination (assignment requirement 3) how would you rate the overall viability of pursuing expansion to the offline retail industry? Is it attractive or not?
Competitive Strategic Recommendation
- What competitive and marketing strategies should Amazon employ to expand into the offline retail industry?
Ethical and Biblical Considerations
- Reflect and discuss how do your personal values, beliefs, and worldview inform your examination of the case? What are the ethical concerns that the Amazon top leadership might or should be concerned about?
Academic Writing
- The submission should be written in academic essay writing with consistent application of APA requirements, including title page, reference page, and headings that align and directly identify the assignment requirements above.
| Criteria | Exemplary | Accomplished | Developing | Beginning |
| Requirement #1 Application of Bezo’s Principles
Weight 16.00% |
90.00 to 100.00 %
Thorough, detailed, and fully-accurate content that demonstrates complete understanding of required concepts. Assertions are consistently supported with the required sources. Additional extending connections made with concepts from other courses in the program and/or supports assertions with resources beyond the minimum required. |
80.00 to 89.00 %
Adequately developed, sufficiently detailed and accurate content demonstrates sufficient understanding of required concepts. Assertions are mostly supported with required sources. |
70.00 to 79.00 %
Brief, vague, or incomplete details, and/or minimal inaccuracies. Demonstration of understanding not fully evident. Or, the content is adequately accurate but assertions lack supporting citation or citation sources are not academically appropriate. |
0.00 to 69.00 %
Lacking, or incorrect identification of content. Lacking, or insufficient discussion and/or evaluation of required concepts. Lacking or inappropriate supporting citation for assertions. |
| Requirement #2 Strategic Competitive
Weight 16.00% |
90.00 to 100.00 %
Thorough, detailed, and fully-accurate content that demonstrates complete understanding of required concepts. Assertions are consistently supported with the required sources. Additional extending connections made with concepts from other courses in the program and/or supports assertions with resources beyond the minimum required. |
80.00 to 89.00 %
Adequately developed, sufficiently detailed and accurate content demonstrates sufficient understanding of required concepts. Assertions are mostly supported with required sources. |
70.00 to 79.00 %
Brief, vague, or incomplete details, and/or minimal inaccuracies. Demonstration of understanding not fully evident. Or, the content is adequately accurate but assertions lack supporting citation or citation sources are not academically appropriate. |
0.00 to 69.00 %
Lacking, or incorrect identification of content. Lacking, or insufficient discussion and/or evaluation of required concepts. Lacking or inappropriate supporting citation for assertions. |
| Requirement #3 Amazon’s Weaknesses
Weight 16.00% |
90.00 to 100.00 %
Thorough, detailed, and fully-accurate content that demonstrates complete understanding of required concepts. Assertions are consistently supported with the required sources. Additional extending connections made with concepts from other courses in the program and/or supports assertions with resources beyond the minimum required. |
80.00 to 89.00 %
Adequately developed, sufficiently detailed and accurate content demonstrates sufficient understanding of required concepts. Assertions are mostly supported with required sources. |
70.00 to 79.00 %
Brief, vague, or incomplete details, and/or minimal inaccuracies. Demonstration of understanding not fully evident. Or, the content is adequately accurate but assertions lack supporting citation or citation sources are not academically appropriate. |
0.00 to 69.00 %
Lacking, or incorrect identification of content. Lacking, or insufficient discussion and/or evaluation of required concepts. Lacking or inappropriate supporting citation for assertions. |
| Requirement #4 Viability of Expansion
Weight 16.00% |
90.00 to 100.00 %
Thorough, detailed, and fully-accurate content that demonstrates complete understanding of required concepts. Assertions are consistently supported with the required sources. Additional extending connections made with concepts from other courses in the program and/or supports assertions with resources beyond the minimum required. |
80.00 to 89.00 %
Adequately developed, sufficiently detailed and accurate content demonstrates sufficient understanding of required concepts. Assertions are mostly supported with required sources. |
70.00 to 79.00 %
Brief, vague, or incomplete details, and/or minimal inaccuracies. Demonstration of understanding not fully evident. Or, the content is adequately accurate but assertions lack supporting citation or citation sources are not academically appropriate. |
0.00 to 69.00 %
Lacking, or incorrect identification of content. Lacking, or insufficient discussion and/or evaluation of required concepts. Lacking or inappropriate supporting citation for assertions. |
| Requirement #5 Strategic Recommendation
Weight 16.00% |
90.00 to 100.00 %
Thorough, detailed, and fully-accurate content that demonstrates complete understanding of required concepts. Assertions are consistently supported with the required sources. Additional extending connections made with concepts from other courses in the program and/or supports assertions with resources beyond the minimum required. |
80.00 to 89.00 %
Adequately developed, sufficiently detailed and accurate content demonstrates sufficient understanding of required concepts. Assertions are mostly supported with required sources. |
70.00 to 79.00 %
Brief, vague, or incomplete details, and/or minimal inaccuracies. Demonstration of understanding not fully evident. Or, the content is adequately accurate but assertions lack supporting citation or citation sources are not academically appropriate. |
0.00 to 69.00 %
Lacking, or incorrect identification of content. Lacking, or insufficient discussion and/or evaluation of required concepts. Lacking or inappropriate supporting citation for assertions. |
| Requirement #6 Ethics & Faith Integration
Weight 10.00% |
90.00 to 100.00 %
Thorough and fully-developed critical examination of what are the ethical and biblical principles at stake in the case. Thorough, fully-developed and supported discussion of what are the personal core values and beliefs that shape and inform the analysis of the case. |
80.00 to 89.00 %
Sufficiently developed examination of what are the ethical and biblical principles at stake in the case. Sufficiently developed and supported discussion of what are the personal core values and beliefs that shape and inform the analysis of the case. |
70.00 to 79.00 %
Brief, or under-developed examination of what are the ethical and biblical principles at stake in the case. Brief, or insufficiently developed, and/or unsupported, discussion of what are the personal core values and beliefs that shape and inform the analysis of the case. |
0.00 to 69.00 %
Lacking, or incomplete analysis of what are the ethical and biblical principles at stake in the case. Lacking, or incomplete, and/or unsupported, discussion of what are the personal core values and beliefs that shape and inform the analysis of the case. |
| Requirement #7 Writing Mechanics & APA
Weight 10.00% |
90.00 to 100.00 %
APA formatting within the body of the paper and/or in the reference page has minimal or no errors. Author consistently applies APA citation and formatting. Analysis is consistently supported with appropriate academic citation. |
80.00 to 89.00 %
APA formatting within the body of the paper and/or in the reference page has few minor errors. APA formatting and citation is mostly adhered to. Analysis is mostly supported with citation. Sources are academically appropriate. |
70.00 to 79.00 %
APA formatting within the body of the paper and/or in the reference page has multiple errors. APA citation is inconsistent and/or some sources are not academically appropriate. |
0.00 to 69.00 %
APA formatting within the body of the paper and/or in the reference page needs substantial revision. APA citation is lacking and/or more than one source is not academically appropriate. |
APA
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The post According to the case, Jeff Bezo’s key marketing and management principles are to (a) focus on customers rather than competitors; (b) take necessary risks for market leadership; (c) build a unique company culture, and (d) create synergy between virtual and physical businesses. Describe Bezo’s application of each of these and discuss how each were leveraged. appeared first on Apax Researchers.
