1.

What could be the strategic reasoning behind Amazon’s decision to

diversify through Amazon Go and Amazon Elements
-Data - background data which includes shoppers' purchase and consumption
behavior (frequency, correlations between decisions) in the in-store shopping
which allows Amazon to play with it on Amazon Prime and other services, and
also in the retail area for better intelligence.
-increases Amazon's reach and service quality
-Amazon is connecting the physical and digital world – Amazon branded
products that were previously sold only online are going to the offline market.
Amazon Go helps Amazon to extend its market with offline retail, collect and
leverage shopper data in a better way, and it makes Amazon a leader in the
retail area with the technologic innovation they brought.

“The more someone reflects on spending money, the less stoked they are going to
be to spend that money.” This statement expresses that the more abstract the
payment is, the more a consumer spends. Fewer steps on the path-to-purchase
reflect shoppers with more purchases. Amazon's master plan here is covering
grocery shopping 360-degrees and increasing the pace of consumer shift.

2. As the first mover in its shopping technology, will Amazon Go be able to

succeed in the long term
Amazon Go will eventually succeed in the long term as a first mover in its
shopping technology as Amazon Go with its high R&D and strategic innovation
& management has created a niche for itself by evading the red ocean markets
and thereby, made itself attractive. Moreover Amazon’s strong hand in
technological advancements and innovation has helped it
in taking a strategic leap over other competitors which is not only difficult to
immediately replicate but also gave them a potential lead. Moreover, the image
of creating easy time friendly shopping would attract more Prime subscribers
thereby, it will eventually be a success in long term5.Being the first mover in
“checkout-free” convenience store, how can Amazon Go maintain its
competitive advantages in the long term? How can Amazon avoid failures such
as the diaper brand it introduced in 2014 and make Amazon Elements
successful? How should Amazon differentiate the products it offers via Amazon
Elements from the products of other suppliers on its platform? Being the first
move in checkout free convenience store Amazon Go can maintain its
competitive advantage as it has got a time lead and thereby it can use this time
lead to attract more customers and even retain them. Amazon plays on
Customer Loyalty, thereby, if it is able to efficiently utilize this time lead in
strategically innovating and managing the current scenarios to provide
 enhanced customer shopping experience by continuously working on
feedbacks, then it will aid to generate a greater customer equity and become a
leading player even in the offline market. Amazon can avoid failures such as
the diaper brand it introduces in 2014 and make elements more successful is by
doing a beta testing on Amazon Elements, i.e. giving products of Amazon
elements as free samples and requesting feedbacks from customers and
improving the product. Once, the product is completely updated according to
the customer demands…

3. Yes, Amazon's offline retail marketing concept be developed globally by doing

strategic research over all these regions and finding their competitors, suppliers,
buyers, market forces and then eventually, framing separately a competitive
strategic plan for each of the regions.

4. Can Amazon reproduce its online retail success in offline retail segments?
Will it be able to become one of the biggest offline retail players?

Amazon will surely be able to reproduce its online retail success in offline retail
segments due to its efficient and effective R&D, strong innovation and marketing
strategy, customer loyalty, continuously evolving public relations, stronger brand
image and brand value and efficient supply chain. Moreover, Amazon’s strong
customer equity of its prime members who are offering customer loyalty will help
uplift their position in offline market. Moreover, technological advancement in
AmazonGo leading to the ease of checkout free convenience store, thereby saving
the time of customers and making offline shopping superfast will eventually, attract
customers in front run and will help AmazonGo become one of the biggest offline
retail players.

What impact does the novelty of markets and technology have on Amazon GO's
eventual launch and implementation plan?
Amazon Go’s eventual launch and implementation plan had a massive impact on
both the novelty of markets and technology. Considering markets, there was a
negative impact as the launch of Amazon Go was a threat to the local retailers in
the market as they could lose their customers and could eventually lead to the
shutting down of their own private business. Moreover, it would lead to loss of jobs
and greater levels of unemployment. Considering technology, Amazon was quite
appreciated, as it would now enhance the shopping experience of a customer by
eliminating the process of long queue payments thereby saving time and enhancing
customer experience. This attracted mostly everyone and it became the most
awaited thing to be launched. It also impacted the position of Amazon shares
positively in the market.