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    Rekindling the Online Grocery Market (Spanish version)

    McDonald, Rory ; Christensen, Clayton M. ; Yang, Robin ; Hollingsworth, Ty

    Spanish , English

    • Reference: HBS-617S07

    • Year: 2005

    • Number of pages: 18

    • Geographic Setting: United States

    • Publication Date: Jul 9, 2014

    • Fecha de edición: Aug 15, 2014

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: E-commerce;Food & Beverage;Grocery stores;Internet services;Online retail

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    Description

    More than a decade after the high-profile failures of several early online grocers, grocery remains the largest single U.S. retail category and one of the few that has not yet migrated online. Amazon began testing its grocery-delivery service, AmazonFresh, in Seattle, in 2007; five years later, the company has made significant progress. The case traces the evolution of AmazonFresh's business model and describes the operating capabilities necessary to compete with brick-and-mortar supermarkets like Wal-Mart and Safeway and with new digital grocery startups. Now Amazon needs to decide on AmazonFresh's next step. Should the company continue refining its business model in Seattle or expand to another city? What factors should it take into account when planning its next move?

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    Keywords

    Business Models Competition Emerging markets Entrepreneurship Experimentation Growth Growth strategy Innovation Internet Learning Marketing markets Operations and processes Service management Strategy Technology Web-based technologies