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Amazon.com: Evolving Into Offline Retail
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Reference: IVEY-9B18M026-E
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Year: 2017
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Number of pages: 13
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Geographic Setting: United States
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Publication Date: Feb 8, 2018
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Fecha de edición: Feb 15, 2018
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Source: Ivey Business School (Canada)
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Type of Document: Case
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Industry Setting: Retail Trade;
Description
In late 2015, Amazon.com, Inc. (Amazon) opened its first brick-and-mortar Amazon Books store in the United States. Amazon had invested heavily in expanding in the United States through new projects, from establishing Amazon Prime Now to setting up Amazon Books and Amazon Go locations. By 2017, a rumour suggested that Amazon might acquire Whole Foods Market Inc., a natural and organic foods supermarket. Could Amazon be as successful in offline retail as it had been in e-commerce? How could the company differentiate itself in the brick-and-mortar retail segment?
Learning Objective
The case is suitable for undergraduate and graduate courses in strategic management, organizational change, and retail management and marketing. After completing this case, students will be able to do the following: ·Identify and understand the evolution of an industry. ·Assess how an industry leader can change that industry. ·Understand the process of a firm’s competitive strategy, strategic change, new market penetration, and diversification, and the implications of each. ·Evaluate a firm's diversification and expansion strategy.