Assignment 2:

Please read the AmazonFresh case. The case traces Amazon’s foray into the grocery retail
sector and the issues the company confronts when entering this new market. As you read
the case, consider the following questions:
1. What is your assessment of the online grocery market opportunity? What explains
prior failures in this market?
2. Using theory, carefully examine the approach to setting up AmazonFresh as a new
business venture. What do you like/not like about what Bezos has done?
3. Should Bezos direct the Fresh team to continue refining AmazonFresh’s business
model or expand to another city?