TASK:
Carry out the following tasks in a max. 5000-word typewritten individual report. The aim of this report is to advise Amazon’s management team about entering new international markets with the AmazonFresh service, by proposing a 5-year internationalisation strategy for AmazonFresh specifically (for 2019-2024).
Question 1: [max. 2000 words]
Carry out a strategic analysis of potential international markets for AmazonFresh that should include:
- a) Analysis and evaluation of relevant external and internal factors.
- b) Selection of appropriate country markets for AmazonFresh.
Your task is not only to propose a selection of markets but also to explain the logic and mechanics behind your selection process, in order to show and justify the rationale not only for including specific markets but also for excluding others.
Support your statements with concrete evidence and references, building on the findings of your individual research as well as the action-learning set (ALS) findings that were discussed in the ALS sessions.
Question 2: [max. 3000 words]
On the basis of the strategic analysis and market selection carried out in Question 1, formulate market entry strategies for your chosen markets for AmazonFresh, consisting of recommendations for:
- a) Entry-mode strategies and exit strategies for selected country markets.
- b) Functional strategies, including product, marketing, and operations decisions.
- c) An organisational structure for the implementation of the above strategies.
- d) A strategic control system for managing the implementation of the above strategies.
Justify your recommendations with fully referenced research evidence derived from the analysis and evaluation of information from your individual and action-learning set research, as well as with logical arguments using appropriate theories.
All points below must be covered:
A very good or excellent paper would do all or most of the following:
- Answers all the questions set in the assignment brief exhaustively.
- Is coherent across all the sections (no contradictions).
- Is based on an extensive list of references which are successfully used in the text to support assertions.
- Has a relevant appendix with supporting information that is helpful and further shows extent of analysis and research.
- All strategies are clearly formulated and justified through reasoning, appropriate use of concepts, theories, models or frameworks.
- Strategic recommendations are specific (e.g. specifies number of subsidiaries, outlets etc. to be opened, where, and over what time period) and actionable.
- The strategies are realistic, feasible, and convincingly justified.
- The strategic recommendations are creative and based on information that has been critically evaluated.
- The information is successfully communicated, meaning that it is easy to read and follow the argument.
- Tables and charts are used successfully to support text.
