MBA 542 SP19: Supply Chain Logistics
Case Assignment: Amazon Go
Page |1
Case Summary Question:
First, we want to have access to their customer database, information about the company’s core values (why they
selected
...
MBA 542 SP19: Supply Chain Logistics
Case Assignment: Amazon Go
Page |1
Case Summary Question:
First, we want to have access to their customer database, information about the company’s core values (why they
selected them) and detailed proposals for diversification opportunity selections. Here, the customer database
would contain the customers’ location, preference, and history of transaction using which we can strategically
locate the service points (stores and outlets) and predict how likely are the customers to embrace the
diversifications. Company’s core values will help us understand what the company’s competitive advantages are
and use them while determining various business associated decision components. Finally, the proposal on
diversification opportunities will have detailed information about its competitors, proposed infrastructure,
allocated funds, and preferred distribution network option.
We would then need to consider the competitive strategy, considering external conditions and evaluate
competitors, which can be evaluated using Porter`s Five Forces Model1. To understand the forces that shape an
industries competition, we want to understand Where, How, When and What. Amazon Go is a brick-and-mortar
cashier-less grab and goes convenience store. Next, we need to consider Social, Technological, Environmental,
Economic, Political and Competitive factors to determine the right supply chain strategy (single channel or
omnichannel), and then design the six drivers of supply chain performance2 to satisfy based on efficiency or
responsiveness. Based on the long-term strategy (local or global growth), you would also need to design the right
distribution and delivery network based on various factors such as response time, product variety and availability,
customer experience, time to market, order visibility and returnability
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